How SEO and content marketing work together
As a marketer or entrepreneur, you’re already aware that you need your company to rank in the search engines. You know that your messaging is fundamental to your brand, and that you need a solid web presence to compete in today’s market. The question may remain, however: how do you make all these things happen at once? And which do you prioritize on a tight budget?
As a professional writer, I used to think that SEO was the enemy. Not only did it appear to prize formula over creative flow, but I was worried it would act as competition in a company’s marketing budget. In other words, I was pretty sure that it was one of the first signs of the creative apocalypse.
Now, I know better. The great news for writers and business owners alike is: SEO is the modern content marketer’s best friend. Here’s why:
1. SEO content writing ensures that your brand messaging gets read
When the words on your web pages and blog post are written with SEO best practices in mind, the results will show up in the form of increased traffic hits and click-throughs.
The truth is, writing that doesn’t get read by your audience isn’t effective. That’s because it’s never given the chance to be effective. It doesn’t matter how perfectly chosen your tagline is or how clever your new infographic appears if it doesn’t get consumed by your target market.
A good copywriter or SEO content writing service will give you the best of both worlds: copy that sings to the human ear and to the search engine specifications.
2. SEO demands creative content writing
Building SEO keywords into your web copy and blog posts in a natural way can take some pretty creative content writing. As consumers, we tend to treat search engines like the robots they are by feeding them phrases like “Best restaurants Minneapolis.” Yet good content relies on a conversational tone, and most of us would never talk to our friends that way (Siri doesn’t count).
Here’s where that creativity that I had first assumed would be killed off by SEO reemerges. Synthesizing LSI keywords and phrases with solid concepts and engaging content is the art of SEO content writing. And if you can optimize that content for length and make ample use of H tags and alt-tags, all the better.
3. SEO relies on content marketing to function
Search engine optimization and content marketing are so intertwined that it can be hard to talk about one without relying on a basic understanding of the other. So in the interest of clarity, it’s worth saying that SEO simply doesn’t exist without content marketing and quality copywriting.
Keywords don’t exist in a bubble, and everyone (and everything) on the internet has gotten savvier in the past years. Readers know when they’re being served a fluffy article for the sake of simply catching your attention for a hot minute, and Google knows when a website is so stuffed with keywords that they can’t possibly be included in an organic way. As a business owner, you’ll be penalized by both: either the search bots won’t consider your content authoritative, or your readers will write you off, throwing a wrench into the buyer’s journey before they’ve even skimmed the surface.
While there are many parts of search engine optimization that have nothing to do with content but instead rely on web design, it’s more than fair to say that SEO and content writing are like chocolate and peanut butter: a killer combination. And best consumed in one satisfying package.