Over the past few years, Search Engine Optimisation (SEO) has come under fire and it now has some negative connotations associated with it. However, when used correctly it is still an important part of the content marketing process, helping strategists to not only formulate their advertising plan, but also to put content in the right places. Therefore, it remains as important as ever for guiding more eyes towards digital publications.
The past decade has seen the internet explode with various strategies to harness the power of content to drive website visits, leads and sales. SEO is used across many of these. This is the process of utilising keywords within content to gain the attention of search engines. Despite many people now disregarding the importance of SEO because it has so often been used badly, it is still an important tool.
Firstly, SEO provides a good basis for forming a strong content strategy. This is because when developing a keyword plan, brands have to ask important questions, the answers to which can be used to create the right content for the intended target audience. For example, SEO requires a business to establish who its target audience is, and what the brand needs to deliver to those potential customers. What’s the best material to create and how can this be enhanced to generate more interest?
Utilising SEO in content marketing can also help brands build trust and authority within their niche. Incorporating quality keyword terms into articles ensures that content has an extended digital lifespan. Over the months and years, any brand can build up its backlist of content in a particular market, thereby increasing its authority on the subject matter. In time, this will also increase consumer trust, helping companies attain long-term success in their content marketing strategies.
Finally, by using SEO practices within content marketing, firms are challenging their competitors. Within any field, it’s likely that companies are all striving towards producing high-quality, evergreen content to attract consumers. By using SEO, strategists can help a brand become a recognised authority within its field, thus putting pressure on competitors. Some of the best content includes podcasts, How-To articles, guides and videos. By providing these on a regular basis, adding keywords and building a reputation for expertise, even small companies in niche markets can gain dominance over bigger rivals.
The negativity surrounding SEO is unlikely to disappear. When it’s used badly, it’s all too obvious, with promotional keywords and phrases appearing inappropriately; however, when it’s used correctly, those targeted terms should fit seamlessly into content and be difficult to pinpoint. As such, content strategists should not immediately disregard the use of SEO. When used as part of a carefully considered marketing plan it can help a campaign realise resounding success.
