Make SEO and Content Work Together to Grow Your Brand

Search engine optimization (SEO) and content marketing are like the yin and yang of the marketing world. Some marketers are cognizant of their perks, however, they aren’t sure how to combine these powerful strategies.

Many marketers keep content marketing and SEO in two different brackets, and think they are very different from each other. But the truth is that they do overlap and blend together very well. You may have a solid technical SEO strategy for your website, however, without content marketing tactics, you cannot intensify the impact.

There is no denying that SEO and content marketing, when done correctly, can have a major impact on your conversion rates. This article discusses the benefits of this integrated strategy. And more importantly, how to implement it so that your brand can reap the maximum benefits of both.

Let’s take a look at the benefits of integrating these together, and how a blended strategy can help your brand.

Benefits of Integrating SEO and Content Marketing

Search engines, no matter how powerful, still can’t look for intent or purpose of a website in a way that we humans can. They need to rely on the presence of certain indicators – keywords, for example.

Your website copy, headings, and alt text on images can only go so far. In order to really maximize your chances of being “seen” by search engines, you should develop quality content. When you create a steady flow of blog posts optimized with relevant keywords, such chances increase manifold.  

Valuable, informative, and relevant content also keeps your website visitors hooked for longer. As a result, your bounce rates can reduce significantly thereby increasing your chances of ranking higher.

Combining content marketing and SEO can help you widen your reach and increase sales by converting your website visitors.

How to Integrate SEO and Content Marketing

1. Use Influencer-Driven Content

If you want to improve the ranking of your website, I would strongly recommend publishing new content regularly. Based on my personal experience, let me tell you, it isn’t easy to keep creating fresh content regularly. Essential, but not easy.

To improve your website’s search engine rankings, it is necessary to produce new and engaging content. Or your search engine rankings will drop quickly. In fact, Google has also been very clear about it.

For this exact reason, I recommend teaming up with influencers. Influencers are experts at creating innovative and engaging content. This can help you fill in any gaps in your content schedule. Fresh, informative, and engaging content from influencers can improve the ranking of your website.

So leverage their talent, as they can create excellent authentic content for your brand. It can be in any form such as photos, blog posts, videos, podcasts, or interviews. At times, influencers may even encourage their followers to share innovative content creation ideas. This increases the engagement between influencers and their followers.

American clothing retailer, Anthropologie, often collaborates with influencers who are experts in fashion and style, and publishes their interviews.

Last year, they interviewed model and actress Amber Valletta and published it on their blog. Such content can be a great addition to your regular content calendar and can even help improve your rankings.

Anthropologie Amber Valetta influencer
Image Source – Anthropologie

Before you try out this strategy of combining SEO and content marketing, let me give you a heads up. If you want to be successful in implementing it, you need to find a relevant influencer first. You need to ensure that their followers’ interests and preferences match those of your target audiences.

And, your influencer doesn’t necessarily need to be a celebrity. You can accomplish a great deal even by collaborating with micro-influencers in your niche.

Here’s an example of a blog review written by a travel influencer about her experience staying at The Corran, Wales.

screen shot of a portion of a travel review
Image Source – Fjords and Beaches

Invite influencers to try out your products or services and ask them to write about them on their blogs. You must encourage them to use certain keywords that you are likely to rank for too.

Although most influencers would like to be paid in exchange of such reviews, sometimes you may be pleasantly surprised at the outcomes. Like in this particular instance, although the influencer was not expected to write this, she did it anyway – because she loved the experience!

disclaimer that writer got a stay in exchange for her review but she would have written it anyway
Image Source – Fjords and Beaches

There are many influencer marketing platforms available that can help you find and connect with relevant influencers. I’ve seen some great results using platforms like Grin to run influencer marketing campaigns for some of my clients. It is easy-to-use and can help you find suitable influencers based on your niche, reach, and engagement requirements.

 

2. Build Quality Backlinks – Even If You Don’t Have “Connections”

According to Moz, backlinks are an important element that control the ranking of your website on search engines. You may now be wondering how to gain quality backlinks. Let me tell you how.

In my experience, the best way to gain quality backlinks is by writing guest posts. If you write guest posts on high-authority, influential websites that are relevant to your niche, it can help you gain quality backlinks.

There is one important thing you need to keep in mind when selecting websites or blogs for submitting guest posts. They must have high Domain Authority. Backlinks generated from these high-authority websites are of high-quality. And they often improve the ranking of your website.

I would also recommend asking your influencers to write reviews about your products or services that include links to your website.

When it comes to backlinks, both quantity and quality matter. Don’t collaborate with influencers to simply create and promote sponsored posts for your product. Make sure to ask influencers to build high-quality content-driven marketing campaigns for your brand.

Such content may include tutorials, product reviews, how-to videos, or guides. These can be a great source of high-quality backlinks which can help improve the rank of your website in search engines.

For instance, Moz accepts guest posts from industry experts. And as you can see in the screenshot given below, the published guest posts contain backlinks to the author’s website. They also have linked the author’s bio.

backlink text
Image Source – Moz

3. Conduct an SEO Audit

I know it can be pretty expensive to hire an SEO expert or digital consultant who can perform SEO checks and recommend useful strategies. The good news is that there are many tools available that can help you monitor and evaluate various aspects of SEO.

I would strongly recommend you to invest in an SEO tool. A tool like SpyFu can make a whole lot of difference to your SEO efforts. It can help you find those keywords that your competitors are ranking for. Yes, even the paid ones.

top ad copetitors on a chart ranking history for benjamin moore
Image Source – SpyFu

 

If you need to keep track of your local and mobile rankings, I’d also suggest Pro Rank Tracker.

screen shot of pro rank tracker
Image Source – Pro Rank Tracker

 

It collects data from search engines like Bing, Google, and Yahoo. Using their detailed reports, I can easily see if my SEO strategies are working or not. And accordingly, I can modify my strategies if required.

Another SEO tool that I’ve found very useful is Ahrefs. It is great for analyzing competitor websites as well as optimizing your own web pages. The tool highlights the sections of your web pages which require your attention from an SEO point of view. This helps you make SEO improvements accurately so that your website can rank well in the search engines.

example of ahrefs
Image Source = Ahrefs

Final Thoughts

SEO and content marketing are like two sides of the same coin. They are powerful strategies that can amplify results when combined. This can generate high-quality traffic, improve rankings in the search engines, and even increase conversion rates.

So, go ahead and try the above-mentioned strategies to integrate good SEO practices into your content marketing. Can you think of any other ways of doing this? Feel free to share your thoughts in the comments below.

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This is a guest post from the SpyFu Community. We welcome different viewpoints to help give depth and diversity to insights in business and search marketing.

  • Jasmine Demir

    When your main evidence that SEO and Content are distinct is a 2015 Moz article about backlinks…