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    Content marketing vs SEO - how to write content to rank?

    Competition for a spot at the top of search results is fierce, combining content marketing with SEO is becoming a key component of a successful online strategy. Understanding how to create content that not only engages, but also positions, can make a significant difference in your brand’s online visibility. Here are some steps to take to make sure your content marketing efforts are in line with SEO best practices.

    First, find a topic!

    The first step is to find a topic that is both valuable to your audience and has ranking potential. Think about what your customers want to know, what questions they might have, and then research what topics are popular in your industry. Using keyword research and competitive analysis tools can help you identify topics that have the potential to attract traffic and interest.

    Select keywords

    Finding the right keywords is crucial to the success of your content marketing and SEO strategy. Keywords should be closely related to the topic you are discussing and the interests and needs of your audience. Keyword research tools can help you identify phrases that are frequently searched and have lower competition.

    Place keyword phrases naturally

    The placement of key phrases in your content is equally important. Make sure your keywords appear in headlines, the first paragraph, and in your content. However, avoid over-saturating your text with keywords, which can lead to penalties from Google.

    Good quality external and internal links can significantly impact the SEO of your content. Linking to authoritative external sources adds credibility to your content and also offers value to your readers. Likewise, linking to other related content on your website can help build an internal link structure that is beneficial for SEO.

    Optimize content

    Content optimization includes both technical and content aspects. Make sure your content is well-formatted, using headings, bullet lists and short paragraphs to make it easier to read. In addition, image optimization, page load speed and responsiveness on different devices are important aspects to consider.

    Promote your content

    It’s not enough to just publish content on your blog. It’s important to actively distribute your content through various channels, such as social media, email marketing, and through influencers in your industry.

    What mistakes don’t make?

    The most common mistakes include:

    • acting without a strategy, 
    • spreading the text with keywords,
    • writing only for Google,
    • exaggerating the amount of text,
    • no analysis,

    Action without strategy

    By embarking on content marketing without a defined strategy, you are operating blindly. It’s like traveling without a map – you may end up in fascinating places, but probably not where you wanted to go. For example, if your goal is to increase website traffic, but you haven’t defined your target audience or researched keywords, your content may not be reaching the right people. As a business, you should have clearly defined goals, an understanding of your target audience, and a plan for promoting your content…

    Keyword Infusion

    Keyword stuffing, also known as keyword stuffing, is a practice that can seriously harm your SEO efforts. Search engines such as Google are becoming increasingly sophisticated and can identify when sites are trying to manipulate rankings through excessive use of keywords.

    Writing only for Google

    This is another trap you can easily fall into. While it’s important to understand search engine algorithms and optimize your content for SEO, the ultimate goal is always to provide value to your readers. If your goal is to rank for the phrase “how to lower cholesterol”, it is important that your content is not only SEO-friendly, but also informative, accurate and helpful to your readers.

    Translating text length

    Length of text is another factor to consider. While mostly longer content is more complete and has a better chance of ranking in search engines, it is important not to overdo it. For example, if a topic can be exhausted in 800 words, there is no need to stretch it to 2,000 words just to meet some arbitrary length standard.

    No analysis

    Analysis is a key component of any content marketing and SEO strategy. Without analytics, it will be difficult to understand what’s working and what’s not, and what are the areas for improvement. Tools such as Google Analytics can provide a wealth of information to help you understand your audience and improve the effectiveness of your marketing efforts.

    6 reasons why you should combine content marketing and SEO?

    Combining content marketing + SEO is a strategic move that can bring numerous benefits to your business. Here are affordable reasons to combine the two:

    1. Increase in website traffic:

       – good search engine positioning increases organic website traffic,

       – valuable content attracts users and satisfies their information needs.

    2. Improved online visibility:

       – higher rankings in search results increase awareness of your brand online,

       – spreading valuable content across various online channels builds your online presence.

    3. Building relationships with your audience:

       – providing content that is relevant to your audience builds trust and relationships,

       – engaging content helps solve your readers’ problems and answer their questions.

    4. High-quality content:

       – focus on valuable keywords and topics promotes the creation of high-quality content,

       – engaging and valuable content holds your audience’s attention and increases time spent on the site.

    5. Improve marketing results:

       – combining SEO with content marketing leads to increased traffic, better conversions and higher engagement, which adds up to improved overall marketing performance.

    6. Building the foundation for long-term online success:

       – a solid foundation for your online presence that will survive changing search engine algorithms and changing market trends,

       – investing time and resources in these strategies now can contribute to sustained growth and success in the future.

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    Kamila Dębska
    Kamila Dębska