How to Balance Content Marketing and SEO

What are the ingredients for a successful online marketing strategy? Quick answer: it’s the right mix of SEO and good Web content.

Using SEO or good writing skills independently won’t cut it if you want to get indexed and found on the Web. If you focus too much on SEO, your site may be easily searchable, but your content may not be engaging or interesting for your readers. On the other hand, excellent content will all be for nothing if it’s not delivered effectively to your target audience.

If you’re an online marketer and you want your website to rank, here’s what you need to know about SEO and effective Web content writing.

SEO

SEO is an essential part of online marketing, but because it is constantly evolving, it can be difficult to keep up with the changes surrounding it. This is the reason why most people find the subject of SEO off-putting.

There’s a vast amount of information about SEO available today, and it can be overwhelming to go through them all. If you’re new to SEO, it is basically a strategy that includes knowing what your audience needs so that you can determine the solutions that you can offer them.

When it comes to SEO and online marketing, you need to know your target audience’s top keyword searches. Tools like Google Keyword Planner helps you determine what keywords people search for and its average number of monthly searches.

When you know what people are looking for, you can begin creating content around these topics. This will increase your chances of being indexed and generating more traffic to your Website.

Writing Good Content

The ultimate goal of online marketing is to get websites indexed and placed on the first result page generated by search engines. SEO is instrumental for accomplishing that, but simply stuffing your content with keywords will not get you there. 

Good Web content is filled with relevant information for the target audience and should be able to take readers through the five levels of the buying cycle: awareness, consideration, conversion, loyalty, and advocacy. You need to have to write content so good that it won't just make people aware of your brand or product, but compels them to talk about it with others.

The secret to writing good marketing content is to aim your information at readers. Planting keywords should come second on your priority list.

Creating a Balance

SEO and good Web content should go hand in hand when it comes to your online marketing strategy. Use SEO to determine what keywords are most searched by your target audience. This will let you know what they’re looking for. Then, tailor content around these keywords and topics, especially those that are searched with the highest frequency. However, make sure you keep it balanced and remember that you’re writing for people and not merely for search engines.

At the end of the day, it’s all about your message and how you bring it to your audience. Remember that people go to the Web because they’re looking for solutions. So the key is being in the top search results for a keyword they entered, and providing them with the information they need once they click on that link. 

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