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How Does Content Marketing Help with SEO?

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Guest post by Sam Allcock.

Content marketing and SEO are often written about and addressed separately. But both are actually essential, and work in tandem as part of a broad web presence optimization (WPO) strategy.

How to combine content marketing and SEOThere have been theories surrounding Google’s algorithm that question if content marketing as important as people think it is for a business’ rankings for years, but there’s no doubting that efficiently marketing quality copy is beneficial to any SEO strategy.

There are many ways in which you can combine content marketing with SEO for more search traffic, but what effect can it actually have on your rankings and why is an integrated strategy beneficial to your business?

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The 17 Best Keyword Research Tools for SEO and SEM

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Revised May 28, 2020
Revised July 8, 2019
Revised February 20, 2017

Despite some misleading chatter to the contrary, SEO is not dead, and keywords still matter. What is true is that search engines have improved their semantic capabilities, meaning they look for the meaning in each block of text rather than just specific phrases. That is, search engine algorithms understand that words like “car,” “motor vehicle” and “automobile” are synonyms. And of course, keyword stuffing, as an SEO tactic, is long dead.

Best keyword research tools for SEO and SEMBut keywords (more precisely, keyword phrases) still matter in the sense they reveal searcher intent. A query like “best time of year to plant a maple tree” is informational, while “best place to buy a maple tree” is transactional. A nursery that understands the importance of content marketing and SEO may very well want to optimize content on its site for both types of queries—but they will be different pieces of content.

And those may not actually even be the best phrases for the nursery to target; there may be just slightly different phrases that are better, in terms of their combination of high search volume and low organic and/or paid search competition. That’s where keyword research comes in.

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You’ve Discovered SEO Keywords, But What’s Next?

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Guest post by Adam Hutchinson.

Most digital marketers have a general SEO strategy such as tracking keyword performance and incorporating search terms into their blog posts. Believe it or not, SEO keywords are way more valuable than SEO itself. A sophisticated keyword strategy can help every step of your marketing funnel.

SEO keyword mapping strategyGroup Your Keywords

    • Brand: For most companies, the majority of their organic search traffic will come in on their own brand name as the search term. While this grouping might not be helpful for your content strategy, tracking all of the derivatives people use to search your brand will be helpful when creating paid ads.

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14 Fortuitous SEO and SEM Stats and Facts

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Search remains the cornerstone of digital and content marketing efforts. The average B2B website gets 40% or more of all visits from organic search, and 81% of B2B purchase cycles start with a web search. On the paid side, more than one million businesses use Google AdWords, and Google’s content network reaches 80% of all U.S. Internet users.

SEO and search engine marketing stats 2016

Image credit: MarketingProfs

Of course, search, like all other digital marketing tactics, continues to evolve. Blogging has gone from eccentric to essential. Mobile has increased dramatically in importance. Though many small businesses remain skeptical of AdWords, SEM still accounts for the largest share of online advertising budgets. Speed thrills.

Check out the facts and stats below for more revealing insights from recent research on search engine optimization and marketing.

1. Companies that blog have 97% more inbound links than companies that do not, and inbound links are (of course) critical to SEO success. (Stratabeat)

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What Exactly Do You Do?

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“So—what exactly do you do?” the delightful Shelly Kramer asked me when I met her recently face-to-face for the first time, at a Minneapolis internet marketing event.

A common enough question, but it got me thinking: in more than five years and nearly 500 posts about web presence optimization, SEO, SEM, content marketing, social media, and inbound marketing on this blog, I’ve never actually answered that question here.

The Web Presence Optimization Model - WPO

(click to enlarge)

I guess that’s because I’ve always wanted this blog to be about you, the reader, and your need for digital marketing information and guidance. Not a place for me to “sell.”

But I probably should answer that question, and this is particularly good time to do so, as a small agency I do a fair amount of work with recently lost a sizable client–not unhappy by any means, we just helped make them so successful they were acquired by a larger industry player. It happens.

So—I’m a digital marketing consultant who helps B2B clients improve their online visibility and business results through SEO, search and social advertising, content marketing, and social media. All components of the web presence optimization (WPO) model: content strategy and development, optimization and promotion, and actionable analytics.

A few quick notes regarding the client mentioned above: prior to the acquisition, the company’s total website traffic had increased on a year-over-year basis for 11 straight months. Monthly pageviews rose 80% over than time period, and monthly white paper downloads 50%. A weekly industry news roundup I introduced on their blog helped double visits to the “news” category on the company blog in less than a year.

So—if your business could use help in these areas, or you know of someone who could, let’s connect on Twitter, LinkedIn, or email (tomATtompick.com).

And thanks as always for reading the Webbiquity blog. So, what exactly do you do?

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