Make it write – or get it wrong

Exploring the similarities and differences between SEO (Search Engine Optimization) and Content Marketing

No, you are not going crazy, content marketing is very different to SEO yet they have a very close relationship and in fact, they are so inter-connected that they can be compared to non-identical twins; sharing so much DNA and yet they look so different.

SEO when done correctly will ensure that your keywords will get your website to rank better on the SERPs (Search Engine Results Pages). There is a structure and formality to SEO, but the main premise is based on keywords: researched, utilized then tracked.

So, after figuring out the golden keywords or search phrases you can use to drive traffic to your website – what then?

Well, the next step is to write these phrases a certain number of times into the copy of your website. Yes, you need verbiage on your site to satisfy SEO requirements! We call this content.

“We often have clients asking us to build them lean or clean websites with very little content, and then they wonder why they never rank on the SERPs. They feel that too much text makes the user experience of the website an unpleasant one and will lead to a higher bounce rate. This is NOT the case; you have to be smart about where you publish the content and have a clear user journey in mind”. David Bell owner, Dart Digital.


Applying keywords to content marketing

How does one apply the use of keywords? How is all the research funnelled into its practical application?

It’s called content marketing. The only way you can use your keywords is to be employing them strategically throughout your content. Content marketing consists of top-notch content, written for humans, and using the keywords that you’re targeting.

Each new piece of content can then be published as a stand-alone page somewhere on your website. You can call it a blog, an article, an FAQ or a news item. There is no hard and fast rule here. Just get it published.

Here are 6 tips for good content pages:

  • Thoroughly researched keyword (search phrase).
  • One page of content per keyword.
  • Keyword density is determined by your competition and the strength of the keyword, but a good rule of thumb is a keyword density between 2 and 3%. If you get spammy, you will be penalised by the panda.
  • Make sure on-page and meta SEO data is published correctly when you publish the page i.e. Page Title, Meta Description, H1’s and image alt text.
  • Use tools available to let the SERP’s know that you have published new content i.e. Search Console or Pingler
  • Share your content on every platform you can whether owned or earned and link back to your website so that it becomes part of your backlinking strategy i.e. LinkedIn, Facebook & Twitter

We really hope that this short post clears up any confusion between SEO and Content Marketing.

For more information, please reach out to us and we will gladly assist you. Go to Contact Us page.

David Bell. Director and Contributor – Dart Digital