A comprehensive guide to how to integrate your SEO and Content Marketing efforts.

Over the last couple of years, we have encountered numerous content marketing vs. SEO debates. Most people feel like they should pick one or the other and are not aware of the fact these two actually intervene. Having that in mind, if you want to build your brand and increase sales, you have to make SEO and content marketing work together to your advantage.

Google has made significant amount of changes to its algorithms and now content is everything in SEO. Consequently, in order to make it to the top, content marketers have to apply some of the tactics from the SEO world to their marketing strategy. Now, let’s what we should focus on.

Content Marketing and SEO

Add keyword goals to your editorial calendar

Keyword has always been the most important aspect of SEO , so you have to learn how to use it effectively.

First and most importantly, you have to pick the adequate keyword to help you rank higher. In order to do that, you need to analyze users’ trends and find keywords relevant to your business that are most commonly typed into search engine. To make this part of the job easier, there are useful tools such as Google Adwords Planner that can help you. You start by simply typing in the keyword associated to your line of work and Google will give you the list of the most appropriate alternatives.

However, your work does not end here, as you will have to use certain tools to monitor ranking of the previously selected keyword. Positionly is a reliable partner as it monitors daily changes and tells you how your site ranks on Google in respect to the keyword you added.

Finally, now that you have set your keyword goals, it is time to use them in your content marketing process. It is advisable to focus on one keyword per week and add blog post with it to your editorial calendar. Once you have it marked on the calendar, you will have it written down in no time.

Optimize your content

Optimize your content

After you decide which keyword to use, it is extremely important to build your content around it. It is advisable to use the exact keyword in your headline, as well as the page title because part of it shows up in browser tab. When it comes to your content, include the keyword in it several times, but avoid keyword stuffing so that Google does not disregard your content as spam.

Additionally, in order to create quality content, you have to know what your users want. Make sure your post is informative and valuable, and most importantly that it is worth sharing. The form should be clear, easy-to-read, and always supported with references. Find your voice and make it unique, so that your readers can recognize you anywhere and anytime.

Outreach, promote, syndicate

To present to a wider audience, content you create has to be promoted. Look for websites that are relevant to your business and get consider how you can get exposed to their regular readers. As they are often looking for high quality content, give them some of your best work and try getting it published. Always aim at sites with higher authority than yours in order to gain reputation and greater visibility. The type of relationship that you will build with them is bound to be long-term and in return you will reach out to greater audiences and acquire new customers.

Due to a number of changes made by Google, both SEO and content marketers had to adapt. If today everything evolves around high quality content, then combining it with SEO tactics that proved to be useful might give you fruitful results. Find the best keyword, create your content around it and find the right place to post it, and you are bound to see significant improvement on the long run.




Andrew Raso
CEO & Co-Founder
Andrew is the CEO of OMG and one of the founding members. He has a long illustrious career in the SEO and SEM industry and has written for many prestigious websites, including entrepreneur.com, jeffbullas.com, searchenginejournal.com, kissmetrics.com and contentmarketinginstitute.com. He was also featured on Sky News Business and awarded the 30under30 award by Anthill.