Why SEO should always complement your content marketing

More often than not, this is followed by another question: “How should SEO and content marketing teams work together to achieve success?” Let’s explore this in more detail. Keyword analysis should be used as a way to study and better understand your customers. The goal should be to know them — their needs and preferences, their problems and worries — on an individual level. What problems do they want you to solve for them? Once you uncover the unstated intent behind a search phrase, you will be able to create content that answers their questions, engages their attention and kindles their interest. The content you produce should provide assurance and build confidence. You’ll understand what keywords typed into search engines reveal about user intent, and you can then tailor your content plan to build upon it. But to put the synergistic effect of SEO and content marketing in a nutshell: Know your customer’s intent, and tailor your content to meet their needs. Trond has helped grow businesses through more effective search marketing and SEO strategies. Keyword research: a key element of SEO & content marketing Content Marketing & SEO: The Bigger Picture Successful SEO programs require content that supports the entire buy cycle

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Folks walk up to me at conferences or email me for advice on SEO all the time, and a question they often ask is, “What is the role of SEO in content marketing?”
My answer is always the same: SEO should be viewed as reinforcement to your content team.
More often than not, this is followed by another question: “How should SEO and content marketing teams work together to achieve success?”
Let’s explore this in more detail. In the SEO universe we live in today, getting this synergy right can mean the difference between exponential business success and miserable failure.

SEO & content teams must work together early


SEO consultants should participate early in the process, even before decisions about content creation are made.
SEO isn’t about keywords or phrases alone, and effective content marketing is more than just crafting articles and other forms of online content around high-volume keywords that will drive a lot of traffic.
Keyword analysis should be used as a way to study and better understand your customers. The goal should be to know them — their needs and preferences, their problems and worries — on an individual level.
For example, a shoe manufacturer may want to get ranked for searches on “best running shoes for flat feet” or “best running shoes overpronation.” Rather than rushing out to create content optimized for these phrases or search terms, I recommend studying the intent that underlies these searches.
  • What are prospective buyers really looking for?
  • What problems do they want you to solve for them?
  • What are they revealing about their situation or needs?

Once you uncover the unstated intent behind a search phrase, you will be able to create content that answers their questions, engages their attention and kindles their interest. Inevitably, this increases the likelihood of a sale.

Use content to initiate and develop relationships


Your content shouldn’t be limited to covering a broad subject or achieving a certain keyword density. Your content should communicate with visitors in a manner that resonates with them on a deeper level.
You shouldn’t be talking at them or using content that goes above their heads. Meet them where...

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