The Importance of Content Marketing to Your SEO Strategy
October 17th, 2016 by
A few weeks ago, I wrote about the basics of link building and how content is crucial to any editorial link building strategy. Today, I want to talk about exactly why it’s so important and what you can do to start writing great content, not only for SEO, but also for your overall content marketing strategy.
What Is Content Marketing?
Content marketing is the strategic creation, distribution, and promotion of content to generate leads, sales, and brand awareness. This could be anything from a social media post or a webpage to a regularly updated blog or news section of your website.
Really it applies to any piece of content that a consumer could see.
Content for SEO
That’s why, when it comes to SEO, content is one of the most important factors in search engine algorithms and the basis for multiple other factors that affect search visibility and traffic. It is also why SEO factors into your content marketing strategy.
Did you know:
– 75% of consumers use search engines regularly when doing product/service research (CMI)
– 60% of consumers purchase a product/service based on that research (UpScribed)
Well, search engines like Google do. That’s why they include specific guidelines for creating content:
Because content is the foundation of the consumer experience, search engines have placed a premium on its value as a ranking factor.
Like any foundation, you need to build upon your website’s existing content to really reap the benefits. More valuable content equals more visibility and more links. It’s not enough just to have a website with good content. You need to keep creating more new and germane content to maintain your relevance in the eyes of search engines and to continuously provide opportunities for references, backlinks, and lead generation.
Did you know:
– 86% of consumers stated that using a search engine allowed them to learn something new or important that helped them increase their knowledge. (Pew Research Center)
– 95% of B2B buyers are willing to consider vendor-related content as trustworthy. (Curata)
– Businesses with websites of 401–1000 pages get 6x more leads than those with 51–100 pages. (Hubspot)
It all loops back to user experience. Search engine algorithms are developing to incorporate user experience as a ranking factor.
Content Creation Strategies
So, how can you create a content marketing strategy with search engines in mind?
- Create custom topical content. One of the major rules in SEO is to avoid duplicate content, so let’s start there. Your content should be completely unique and each page should have one main topic or focus, ideally centering on something potential customers would search.
- Utilize titles and headings. By organizing your content with descriptive titles and headings that focus on the topic you’ve picked, you’re more clearly indicating to search engines and users what the page is about.
- Reference products and services by name. Don’t skirt around the subject with euphemisms and colorful language. While advanced, search algorithms aren’t the best at gleaning information that’s not explicitly stated.
- Create new pages. Like I said before, each page should have a topic of its own so if there’s something you want to talk about, make a new page or post for it. Locations, products, and services are all examples of things that warrant their own pages, as long as there’s enough to say about them.
- Which leads me to my last tip: Fill up your pages. If you can’t come up with at least 300-ish words on a subject, it probably doesn’t actually deserve its own page.
Did you know:
– The average length for content ranking in the top 10 results of Google is at least 2000 words. (Quicksprout)
Just remember, search engines are ever-developing to match user intent. So, when in doubt, write for your potential customers and make sure your content is reaching them.