It’s easy to think of search engine optimization (SEO) as simply a way to get good keyword rankings. Unfortunately, things are far more complicated than that.
In the early days of SEO, keyword stuffing (cramming as many keywords to a website as possible) was enough to get you on top of search results pages, but as the search engines developed their technique, things have changed and this is no longer the case. In fact, keyword stuffing is not a good idea as it can get you banned from search results altogether.
As Google revamped their ranking algorithms, some marketers believed that content marketing was going to replace SEO as the most important search engine consideration. They believed that, instead of keywords, search engines were going to focus more on the relevancy of the website’s content. However, the reality then, and even now, is that SEO is largely influenced by content, and vice versa. As any good Vancouver SEO consultant will tell you, that the two overlap each other’s functions, so it would be unwise to consider either of them to be completely distinct channels.
Why SEO and content marketing go hand-in-hand
When you perform an online search, what words do you use and how do you use them? Most likely, when you type words into the search box, you do so with the intention to either find an answer to a question, or to find more information on something that you are curious about. The words you type into the search box are considered your keywords, but the results that you get from the search engine is the content that ‘answers’ your query. Therefore, SEO and content are simply two parts of the same strategy.
Successful SEO needs good content
So, as you can see, keywords are important to SEO, but content marketing is necessary to get your keywords found by search engines. SEO cannot exist without content—search engines aren’t going to pick up websites without content, because without content, you simply cannot implement enough keywords. Some marketers may argue that the importance of keywords has diminished with these Google updates. The fact is, keywords remain crucial for ensuring articles get found. And, quality content is crucial for those keywords to find the relevant information.
So how do you make SEO and content marketing work for you? The answer is to create interesting and engaging content that uses keywords organically. If you need a helping hand from the professionals, speak to a Vancouver SEO consultant who can help you create a successful online marketing strategy; one that combines the best of both SEO and content marketing worlds.
Why SEO Is Actually All About Content Marketing, KissMetrics.com