SEO demands linkbacks. Content marketing introduces linkbacks.
SEOs dream about linkbacks — a huge, fat, DA 98 linking to your site. Or, an incredibly powerful .edu tossing a link to your blog article.
This SEO dream can only come true if you’re unleashing stellar content through content marketing.
You can build links by contracting with a link building agencies. Some are reputable, some not so much.
But the best way to build links is by publishing killer content, and letting the masses link back to it. This is the real way to continual SEO success.
If you want this important component of SEO, you’ve got to have the indispensable element of content marketing.
The only way to get a linkback — that dangling SEO carrot — is to have content worth linking to.
SEO demands onsite technical optimization. Content marketing needs great UX.
I anticipate that some SEOs may still object to my point, at least in part.
Here’s why. SEO is about more than just blog articles, keywords, and linkbacks. SEO is about optimizing the robots.txt, enhancing metadata, utilizing proper tags, and constructing a strategic sitemap. Technical stuff like that.
Yes, it is. And, yes, this is also tangentially related to content marketing.
This technical optimization is put in place for the good of the user — whether the user is searching, selecting, or reading your content. It’s accurate to think of these enhancements from a user experience (UX) perspective. These technical SEO components are present in order to serve the user and promote your content.
Again, the link between SEO and content is inextricable. Why do you want a good sitemap? So people can more easily find and access your content. Why do you want an optimized robots.txt? So search engines can better crawl your site, and so readers can see the content. Why do you want the right tags in the right places? So your content can get stellar indexing, accurate search results, and more readers of your content.
It all comes back to content.
SEO demands consistent output. Content marketing requires consistent.
Google likes fresh content, and they have for a long time. If you know SEO, you know that fresh content gets rapidly indexed, and registers higher in the SERPs than older low-value content. When this fresh content appears on a site with historic authority, you can be sure that it’s going to have a SERP boost.
Good SEO, then, means consistent output of content. Consistent output means that you’re doing content marketing, and you’re doing it right. There isn’t any way around it.
Content marketing is an active verb, with ongoing action. You don’t just do it, and then stop. You do it, and keep doing it. And on and on.
Content marketing and SEO converge again.
I could continue to discuss applications ad nauseam, but I hope the point is clear: SEO is actually all about content marketing. And content marketing is all about SEO.
Here are two takeaways that I want to leave you with:
1. You’re not an SEO, unless you’re also a content marketer. You’re not a content marketer, unless you’re also an SEO.
I’m not trying to be harsh or unkind, especially if you call yourself an “SEO” or a “Content Marketer” exclusively. That’s fine, and you can keep doing that.
The point I want to make is that your content marketing needs SEO, and your SEO needs content marketing. These are no longer disparate departments with disconnected efforts. An SEO needs to know about content marketing, and vice versa.
I’d love to see these two occupations blend a bit more. I don’t think that the acronym SEOCM (Search Engine Optimization + Content Marketer) is going to take off, but that’s how you can think of yourself.
2. Your SEO campaign will fail unless you integrate content marketing. Your content marketing campaign will fail unless you integrate SEO.
In a recent post, I explained why your content marketing is doomed to fizzle and die without several key features. Each of those features had to do with SEO.
Clearly, content marketing is only going to be successful if it has SEO features. Look at it this way: Your content is going nowhere unless people search and find. In order to make it found, you need SEO.
Bring these two together. Alone, they are impotent. Together, they are dynamite.