Search engine optimization or SEO has always been the backbone of internet marketing until recently. A couple of years back content marketing entered the scenario as the search engines started giving more priority to quality and original content. Since then, it has gradually gained huge prominence with the result that the scramble for never-before-written content is extremely high. But it does not mean the death of SEO. Optimization techniques along with proper content marketing strategy can improve online marketing techniques. The main difference between content marketing and SEO is that while the former is broader in concept, the latter is more technical. What should be remembered is that without proper content the optimization framework is useless and without proper SEO groundwork the original content is useless. So, the SEO and content teams should go hand-in-hand for the best online marketing and proper indexing of pages.
Original content: Thin content was accepted by the search engines earlier but now the scenario has changed and the stress is on producing well-researched blogs and articles that are useful for the readers. These raise the level of the content and make it more engaging which attracts more audience thereby increasing the number of clicks and visitors to the websites.
Evergreen optimization and content: Engaging and evergreen content is something that will always find appreciation and improve the rankings of websites. It is one of the prime reasons why most websites use news and relevant articles in their columns to make them more reader-friendly. But using engaging topics that the search engines are looking for makes more sense and is more likely to improve rankings. It is part of a virtuous cycle that can be highly beneficial for online marketing and bring in both SEO and content marketing.
Keyword research: Inserting proper keywords is very important whether you are into content marketing or SEO services. The content should be of high quality and relevant to the selected keywords. The lucid language that smoothly incorporates the keyword is bound to create a better effect on the reader and attract more of them. Thus, as the number of visitors increases the rankings improve as well as making optimization easier. Soovle, shown below, is a good tool for quick idea generation, but there are plenty of other SEO tools available.
Are the keywords creating the desired effect: Monitoring if the right keywords have been selected or not is important for the success of optimization and content marketing. If the selected ones are not creating the desired effect then the process has to be reviewed and any necessary shift has to be made. A proper optimization strategy has to be followed so that the goals can be fulfilled.
Link Building: Good content and posts help in building effective links which are again useful for SEO. Generally, any good post generates between 200-1000 backlinks.
Internal linking: Internal linking is very essential for allowing the search engines to crawl the websites properly and help in improving the page rankings.
Measuring the effectiveness: Good content helps in improving page visibility but the only way to measure it is by proper page optimization. It gives a different boost to see the website among the top ranks on the search engine page.
Appealing titles: Good content should come with strong titles that interest the audience without giving away the thrill of reading the blog or article. It should be promising without being too long which can hamper the chances of proper optimization.
Content management teams should have a thorough knowledge of SEO to churn content that naturally fulfills all the requirements for optimization. SEO teams, on the other hand, should share the technical knowledge to achieve the goals.
Written by: Jitendra Raulo
Jitendra Raulo is the Founding Director at Aarav Infotech India Pvt. Ltd., a leading Web Design and Digital Marketing Company with 11+ years of experience and having headquarter in Mumbai, India, and Support Centre at Bhubaneswar, India, he is actively working with Start-ups, SMEs and Corporations utilizing technology to provide business transformation solution.