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When we talk to clients about promoting their business in search engines, the same question often arises: clients claim that they are already engaged in content - writing articles, shooting videos and running social networks. They don't understand what SEO is all about and why we include SEO in the media plan. Then we explain that we are talking about SEO-oriented content marketing, which includes a strategy aimed at attracting not only traffic, but also customers, which contributes to business growth.
Content marketing and SEO in the traditional sense are two independent approaches, each with its own goals and methods of operation. A content marketer creates news, articles, press releases, social media posts, newsletters and other materials. While an SEO specialist is focused on promoting the site, improving its position in search results and attracting traffic.
Previously, SEO optimization focused solely on improving website rankings and increasing traffic, but this did not always take into account the needs of the business, unique selling proposition or target audience. Today, SEO strategy requires a deeper understanding of the client’s business, which contributes to the creation of content that is focused on the needs of the target audience and aimed at achieving specific goals - be it attracting leads or increasing sales.
In the context of a modern approach to SEO, the tasks of a content marketer and an SEO specialist largely overlap, which means working together on the preparation and distribution of content.
Based on these tasks, a unified content marketing strategy is formed, which includes the following stages:
In content marketing, there are many ways to distribute content, and SEO techniques can be applied to many of them. The most effective way for SEO is to promote text materials, such as articles on a corporate blog or external resources. However, SEO can also be used to promote video content and social media content.
If you have a corporate website, there are two ways to distribute content using SEO: internal and external.
Internal methods include posting content directly on the company website. An example is a corporate blog, which can perform several functions:
To expand the company's audience, you can use external methods, such as:
An SEO specialist deals with the following tasks within content marketing:
After creating the text, the SEO specialist ensures its optimization: from introducing key phrases into headings and subheadings to structuring the content using images and infographics.
SEO can also be used to optimize social media posts. To do this, it is important to choose the right keywords, embed them in the titles and text of posts, while maintaining the naturalness and readability of the material. It is also possible to reuse old content with additional optimization for new search queries.
Video uses a similar SEO approach. It is important to choose keywords, optimize video titles and descriptions, and use tags that will help search engines categorize videos for the right queries. Embedding videos in articles or blogs helps increase video views and improve overall page ranking.
Thus, an integrated approach to content marketing, when SEO specialists work in tandem with marketers, allows you not only to create content that will be well indexed in search engines, but also to influence the target audience, increase brand awareness and increase sales.
If you need help creating SEO-oriented content or advice on SEO strategy, you can contact the SEO studio "SEO COMPUTER" for any question by email info@seo.computer.
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