Although there are differences between SEO and content marketing, the two certainly aren’t mutually exclusive. Conducting good SEO requires the introduction of effective and targeted content on your sites, and will typically involve some form of building links to your high quality content. Meanwhile, good content marketing means filling your site with a combination of evergreen content and pages that will attract a multitude of longtail hits. For the most effective campaigns, you should be looking to combine SEO with content marketing, in order to reap the rewards of both, and to take real advantage of the work that you put in.
Longtail Search Terms
Longtail search terms are phrases that typically contain three or more words and, individually, attract very few visitors. However, when you add up the total number of visitors you receive from each of your longtail keywords, they will usually make up the majority of the traffic that your site receives. However, they are notoriously difficult to target.
The minimal number of searches that these terms receive means that they rarely show up on keyword research results, but they will appear when you write naturally for your visitors. Because content marketing requires the writing and publishing of natural content, it will naturally include longtail search terms, therefore improving your SEO results.
Evergreen content pages are the pillars of your SEO content. They essentially hold up all of the product pages, reviews, and other content that you write; they naturally attract the most links; and they are the pages that will usually be the most common doorways into your website. They also tend to be long-form, contain huge amounts of data and information, and they lend themselves perfectly to both SEO and content marketing.
Google loves evergreen content, although they do encourage website owners to regularly update these pages where necessary. What’s more, because of the vast amounts of information that these pages contain, they will also be among the most popular with your content market.
Content marketing not only requires the writing of high quality content, but also the effective distribution of this content. This may mean guest blogging, joining in forum and social media discussion, or the use of any of a number of other distribution channels.
A happy side effect of this content distribution is that it will naturally generate links, and not only those that you create yourself, but the links that website owners and social media users naturally provide for your pages. Google treats links as editorial votes for the content on your site; the more links you receive, and the higher the quality of the pages that link to you, the more likely that you will enjoy a prominent search engine position.
Results Driven Research
Whether you are posting regular blog updates, adding your latest social media feed, or creating evergreen content, you will be attracting new visitors to your site, once your content marketing and SEO efforts bear fruit. With every visitor to your site comes yet more invaluable data.
Using the data from your content marketing, you can determine the most popular keywords for SEO, and using your SEO traffic, you can determine the most popular topics for your content marketing. This results driven research can help you to formulate an even more effective and potentially profitable marketing plan.
Your Marketing Mix
SEO and content marketing can combine to create a very powerful and effective mix, but they are only two forms of online marketing. The most effective campaigns are those that combine multiple types of marketing like SEO and Paid Media Marketing to create a digital marketing mix that attracts visitors, converts visitors into clients, and generates profits for your business.