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Organic SEO and content marketing. You have undoubtedly heard of both but might be confused about the distinction between them, as they often appear together and are sometimes even used interchangeably in discussions about boosting your website’s online rankings.
What is organic SEO, and Why is it Important?
SEO is a set of techniques developers and marketers use to improve a website’s visuality in search results. It aims to get your content to the right people at the right time and place, using a combination of on-page, off-page, and technical organic SEO valuable strategies.
As a marketing tool, SEO is one of the most important. Other areas you’ve invested in could be severely underutilized without an organic SEO strategy. If no one can find it, pouring money into a flashy new website doesn’t make sense.
Organic SEO can help increase your exposure and organic website traffic, but it can’t do it alone.
What Is Content Marketing and Why Do We Need It?
Content marketing is the face of most digital marketing strategies. Your organic SEO is the juice that gets them there.
It needs to be thoughtful, insightful, helpful, and well-written. No matter how strong your SEO strategy is, it will only work if you have invested in quality content.
Content marketing and organic SEO and not distinct digital marketing valuable strategies. SEO requires content, and content marketing is content – the two must work together, or they won’t work.
Now that we have covered organic SEO and content marketing and why you need both, let’s review valuable strategies for using these tools to boost your website’s rankings.
Write your Content with SEO in Mind
Please write your content with SEO in mind, but don’t write your content for search engines by repeatedly stuffing in keywords; that strategy has yet to work for years, and it’s not coming back. Users and search engines have adapted to the overwhelming flood of online content, and both are much more selective of the content they consume.
Instead, content should be written for the reader while incorporating SEO tactics that help boost the visibility of your content with your target audience. Rather than writing broad articles that appeal to no one, use SEO tools to source niche keywords that appeal to your audience and write an original, focused piece on that specific topic.
Post Content Regularly
Search engines do not like keyword-stacked, poorly-written blogs, but they do like websites that post content regularly.
The more you post, the more likely you are to capture users searching for an answer to a question or looking for a product or service your business provides.
Organic SEO tools can provide direction for your content by locating areas on your site or topics that need more exposure while preventing keyword cannibalization by overusing keywords already ranking well. Balance within your site ensures that resources are spread evenly, not leaving you overly reliant on one area of your website and increasing your odds of having more than one page reach the top of search rankings.
Work on Link Building
Backlinks are a crucial element in SEO performance, and the ability to earn backlinks depends heavily on the quality of your content. Backlinks occur when other websites reference your content and provide a link back to you; these links improve your domain authority with search engines and increase organic website traffic from other sites.
As good as backlinks are, they must be from reliable, trustworthy websites. Links from poor-quality, spammy websites won’t help your organic SEO and may hurt your rankings. Using SEO tools to monitor your backlinks allows you to weed out the good backlinks from the bad.
External links are not the only way to boost your rankings. Internal links can help search algorithms understand the content on your site more clearly, which can, in turn, increase your position in search results. When creating your content, include strategic, relevant links to other pages on your website; the deeper, the better. Just make sure the reference is natural; linking for the sake of linking will not add value to your content.
SEO and content marketing are like milk and cookies; you can consume them separately, but they work much better as a team. In an overwhelmingly moving environment to online platforms, you must take advantage of an asset as important as your business’ website.
Organic SEO Content Marketing Strategy to Drive Leads and Improve Sales
You can implement all the latest optimizations and even ‘buy’ the highest-quality backlinks. But, if your content is low-quality, you won’t get far with your SEO.
In short, content marketing and SEO cannot be separated, and it is best to plan both of them together as an integrated strategy that leads you to the best possible results in getting organic traffic, generating upcoming leads, and converting these qualified leads into sales.
Step-by-Step Guide To SEO Content Marketing Strategy
Below, we will discuss all the steps I use to implement content marketing and optimize content for SEO, beginning with the first step.
Step 1: Define Content Marketing Objectives
Before anything else, it is very important first to define the objectives or goals of your content marketing and SEO strategy.
Your content marketing aim should align well with your marketing goals and overall business strategies. Defining these goals is very necessary, so we can build the correct strategic framework to pursue these goals.
The basic principles are that your SEO content marketing goals to be:
- Specific: they should be clear enough to understand and implement.
- Realistic: in the sense of attainable. This is important to maintain a sense of achievement and morale (and your team’s). Break down larger goals into smaller milestones, if necessary.
Step 2: Keyword Research for organic SEO
The next important step is to look for your target keywords according to your objective.
This is done by first defining our ideal targeted audience. The idea is to decide on keywords that our audience is searching for online, and this will only be possible if we know who our audience is, their behavior, requirements, and pain points.
Please list potential keywords according to their priorities, and include related metrics like search volume. We will use this list for the upcoming step.
Step 3: Topic Research and Planning
The next most important step is to expand the target keywords into topics and, later on, actual content.
The correct and very easy approach to do this is to do a quick Google or whatever your target search engine for your target keywords and look at the best-performing content:
- If there is any featured snippet for the query, take note of this. We will also goal to get this featured snippet (see Step Five for Content Marketing Best Practices for more about this)
- Check at least the top three ranking content. Analyze all content on the first page.
Step 4: Planning Your Content/Editorial Calendar
Remember that SEO is a long-term game. We can not expect to create distinct content, optimize it, and get ranked (although there are rare exceptions), but we will need to be consistent in quantity and quality for at least 6 to 12 months.
This is why creating a content calendar—or editorial calendar— is important to keep track of your content marketing strategy.
Step 5: Content Marketing Best Practices
It’s time to execute the plan and develop your content.
Here, the process may vary between individuals and organizations.
Step 6: Content Promotion and Backlinks Building
How you promote your organic SEO content is just as necessary as the content development process, and that is why we mentioned that you should include your content promotion strategy as an important part of your content calendar.
The main principle here is that content promotion has two basic purposes: generating organic traffic to your content and building backlinks. When you promote your content, aim to get backlinks from relevant, high-quality sources.
Getting just 2 to 4 high-quality backlinks each month is sufficient.
Step 7: Evaluation, Re-optimization, Content Leveraging
As mentioned, content marketing and organic SEO are long-term tactics.
Typically it will take 2-5 months for a page to climb (slowly) if we consistently implement all the above optimizations—and then another six months at least to climb to the top 3 or number 1 spot.
Thus, constantly monitoring our progress during these months is very important.
Textual content—such as blog posts— typically has an average conversion rate of around 0.5% to 1%, more than the CTR of display advertising at ‘only’ 0.46%. Thus, an SEO content marketing strategy can be a cost-efficient channel to generate highly targeted traffic, make an online presence and credibility, grow your remarketing list, and, most essential, a very efficient lead generation device.