There is a fundamental relationship between content marketing and SEO because both tactics are about providing information to searchers. SEO specialists recognize the best way to rank websites to help searchers find them is by creating great content, while marketers realize that optimizing their work using SEO tactics increases the authority of content, says Gary Parkinson, a Toronto-based marketing consultant. He offers these tips for enhancing the authority of your content so search engines recognize your site as a valuable source of information:
Keywords still drive results – While keywords are no longer as relevant as they were a few years ago, they are still relevant to optimize content for ranking authority. To diversify your ranking authority and potentially increase your leads, research “long tail keywords.” These search terms are longer phrases or sentences that are specific to buying intentions. If you rank for long-tail terms that are indirectly related to your core business model, your content will reap the benefits of a well-executed SEO strategy.
Think about what content appears in search engine results pages– The content you insert into the title and meta description tags should encourage people to click the URL that appears in SERPs.
Engage your audience– Create content that captivates your audience’s mind and encourages them to share with their own networks of friends or followers. If you successfully create something with that extra “wow” factor, you can even attract the attention of powerful influencers who may be inclined to comment on your work or share it with their own networks.
