It’s easy to confuse SEO and content marketing as people often speak about them as if they are interchangeable. While they are distinct online marketing techniques, they do complement each other. Here is how they are different and how, together, they can produce the best marketing results.
What Is SEO?
SEO means search engine optimization. It refers to the process of getting organic traffic from ranking well in the search engine results pages, or SERP. You need to optimize your content or website in a way that will make the search engines rank them well in the SERPs. The main ways to rank well in the SERPs are having a good keyword strategy and many backlinks from relevant websites.
Keywords refer to the words people type into search engines to find information on various topics. So if someone types in “medical marijuana dispensary” in the search engine, “medical marijuana dispensary” is the keyword and the sites that pop up are those that rank well for the red widget keyword.
Backlinks refer to a link to a website from another website. So Site A links to Site B, the link on Site A is a backlink for site B. The more relevant backlinks you have, the higher you will rank in the search engines. The combination of excellent keywords and relevant backlinks help websites rank high in the SERPs.
What Is Content Marketing?
Content marketing is an inbound marketing technique that involves producing content that is then distributed across the web promoting the original business to a sea of potential customers. It is one of the most effective online marketing techniques and can yield excellent results over the long term.
The content created can take on many forms. Blog posts, ebooks, infographic, videos, and whitepapers are all content types that work with content marketing. The distribution channels can be anything from social media platforms, forums, email to other blogs and websites. The more content you create, and the better you promote it, the better your results from content marketing.
How SEO and Content Marketing Work Together
SEO is the foundation for great content marketing. You don’t have to optimize the content you create for your content marketing strategy for the search engines, but the question is, why wouldn’t you? As you promote the content via various channels, organic traffic from search engines still delivers the best ROI of all traffic generators except for email marketing. Highly optimized content also performs better on social networks, as many of them act as search engines as well. The better your SEO, the more successful your content marketing efforts.