Content Marketing As The Main Part of an SEO Strategy.
In this guide you will become acquainted with the most important parts of any SEO strategy:
SEO and content marketing are like two sides to a coin.
In the past, the mistakes that often happened to a content marketer didn’t pay attention to SEO. Likewise with an SEO practitioner, pay no attention to content.
Both parties considered it useless.
As a result, the website development process does not run optimally.
The right content marketing strategy and assisted search engine optimization are the keys to the success of your website and online business.
In fact, almost any form of online marketing that relies on SEO will rely on content.
After reading this guide, you as an SEO practitioner will have a mindset like a content marketer and vice versa.
What is content marketing?
Content marketing is marketing efforts that are carried out by providing useful content for other people in order for them to get to know your business.
This marketing technique is very popular, we can see it is developing very rapidly in this chart:
Even though the term was only known in 2011-2012, the practice has been done for a long time.
Examples of application:
A fitness supplement product publishes content containing exercise and dietary patterns for muscle development. Thus, people looking for information about the content will arrive at the website selling the supplement product.
From here you can see a little connection.
A content marketer needs SEO knowledge so that his content can rank well in search engines … because Google is the largest source of traffic.
Then how about the opposite?
Modern SEO is content marketing + SEO
Since ancient times, people who are enthusiastic about SEO have always tried to find gaps in how their website can get high rankings on Google.
Whether it’s playing with keywords, backlinks, or social signals.
(the last two terms are discussed in the next chapter)
But the key to SEO, for now, and in the future, is we can break it down by seeing what all the parties in it really want.
There are 3 parties to SEO: users, websites, and Google.
Users want to get the best information possible as quickly as possible.
To satisfy users, Google will place the best information in the top position.
Thus, to get the top position you need to do is provide the best information.
That’s why content plays the most important role.
Good content = quality information.
To be able to create the best content, an SEO practitioner must learn content marketing.
So, we can conclude that in digital marketing the position of SEO and Content Marketing are interrelated.
Then what to do?
By realizing the important role of content in SEO, it is certain that after this you will focus on content creation and content publishing.
Be careful .. this could be a big mistake.
Not all content is good for SEO. If it is made carelessly, it will not produce anything.
Humans don’t want to read lots of nonsense content, neither does Google.
Therefore, pay attention to the following rules of the game:
1. Always prioritize quality content
Nobody wants to read poor quality content, nor will Google want to put low-quality content in the top position.
(Unless there is no other content at all)
So don’t make low-quality content, the more low-quality content on your website, the lower the quality of your website as a whole.
2. The quantity of content does not really matter
Quantity is almost always inversely related to quality. Unless you have a lot of professional writers.
The more often you publish content, the harder it is to maintain quality.
Content is important.
But don’t just create content because you want to have content.
Make sure what is discussed in your content is not the same as that of other websites, and make sure your content is of higher value.
3. Google ranks pages, not websites
They don’t care whether your website has 1000 pages or only 1, the best position is only the best content.
The number of pages has no effect.
In addition, if you have many pages that target certain keywords, it means that you will also be competing with yourself. but generally, Google only displays 1 page from 1 website.
So, it’s better to make 1 content of the highest quality possible than to create 2 different content on the exact same topic.
4. Quality content is not enough
Even though content plays the biggest role, Google is a robot.
Google can determine whether an article is relevant to what they want, but they cannot immediately read the article to determine its quality.
They, therefore, need external factors:
By realizing this, what you should do after publishing your content is to notify other people of its existence.
5. Use of keywords
Content marketers often forget about keywords.
Though keywords play an important role in SEO.
The use of keywords in articles can turn content into a blunt sword, sharp sword, or double-edged sword.
There are 4 main mistakes in using keywords for content:
- Keyword stuffing – using the same keywords repeatedly on one page, the hope is that Google thinks this content is relevant to the keywords, even though it has fatal consequences.
- General keywords – targeting keywords that are too general or broad regardless of the search intent or the purpose of the search.
- No keywords – if you’ve published a lot of content, you will find that content that targets a particular keyword precisely will get a greater volume of visitors than those who are not aiming at all.
- Internal competition – 1 website generally only appears once on a single search results page. If more than one of your content targets the same main keywords, then you will have internal page competition. Therefore, diversify the keywords for each page.
Exception: understanding search intents
Not for all search keywords, Google will rank content such as articles, videos or photos.
There are exceptions.
For example: a user does a search with the keyword “buy a laptop“.
What results do they expect?
- Articles on how to buy a laptop
- Laptop buying tips video
- Online shop that sells laptops
100% everyone wants a third result.
Google and other search engines are aware of this too. Therefore, for the keyword “buy a laptop” it is very unlikely that you can get good rankings with articles.
To understand the meaning of the keywords.
If searchers want content, Google will provide content. But if they want to buy a product, then the product sales page will take precedence.
The next chapter will discuss off-page SEO, this topic discusses more marketing and its relationship with SEO.