two sides of the same coin – WAU

The biggest premise of Content Marketing is to create content of real value to your audience, aiming to attract and relate to them until there is a sales opportunity. But of what use is all this knowledge made available by your company if it has difficulty finding the persona for which it was made? An […]

The biggest premise of Content Marketing is to create content of real value to your audience, aiming to attract and relate to them until there is a sales opportunity. But what good is all the knowledge made available by your company if it has difficulty finding the persona for which it was made?

A well executed strategy will certainly generate credibility for your website or blog, making it better ranked and thus, more easily found. But it will take some time and in this world where no one gets past the first page of the search engine (unless they are desperate), the wait can be long. For this reason, in order to optimize efforts, some SEO techniques can be used together to better position your page in search engines.

And in this post you will understand how these two elements can and should work together!

Before enemies, now brothers

If in the past experts in these areas barely looked at each other, today they can’t wait to meet for coffee and talk about it. Always thinking about the audience, Content Marketing aims to write interesting topics about the doubts and problems it has. In this way, he tries to reach the public by understanding the way he seeks a solution, and thus offering something of value. However, no matter how much the search engines try to take into account the user experience, they have their own method of thinking: they have other criteria to evaluate when it comes to saying whether or not something is valuable when delivering the search results.

When understanding this process, it became clear the need to join efforts to achieve better results. Once it is understood that the searcher and people read things differently and give importance to different points, work on both fronts became necessary for the material to be well positioned for both.

It’s not just keywords

Before the dialogue between the two parties, Marketing experts only knew about the importance of Keywords or “keywords” in London. They are basically the words placed in a certain order used when performing searches on search engines – even if you don’t know exactly which or how to use them, and that made it, for a while, that SEO was all important for they. But little did they know that, if done correctly, it serves to:

  • Analyze the information obtained with the keywords, discovering which ones are in evidence.
  • Track traffic and links by content, helping those who take care of the strategy to generate something valuable, rich in relevant keywords and able to be linked to other related articles of interest to your audience.
  • Send feedback to the developer team to always have a fast, easily scanable, error-free and responsive website.
  • Build relationships with other influencers in the digital world, leveraging the number of links and shares
  • Generate a solid and efficient brand strategy through interesting and relevant content, and, subsequently, make sure that it is being positioned to the right audience, generating greater authority and impact.
  • Make sure that the site has a good user experience and search engines at the same level.

Thus, the days of creating a post, adding keywords to it imagining increasing the search volume and saying that you are doing Content Marketing and SEO are over.

Better for the user, better for the searcher

Content Marketing has found that just because it is not directly thought for a specific optimization for search engines (as SEO does) that investing in this strategy does not work to improve the ranking of a website before search engines. This can happen due to some factors:

The first one:

When content of real value is created – and this can happen in its various forms, such as Webinars, Ebooks, Infographics or even the already traditional article – other sites use it as a source of information, publicizing their page and endorsing it as relevant. To illustrate, imagine that you own a used car dealership. When you start your business, people may be a little afraid of it, but if the Mayor, the Promoter and the city team star buy and say they can trust your product, other people will feel more confident about it. The seeker thinks the same way. If you have relevant content being cited from several other important sources, he will understand that you are someone who can be trusted and give you more credit for it, placing you in a better position in the organic search than those who do not inspire so much credibility.

The other factor where content can assist in SEO is the following:

When you create a large volume of related content, you end up creating what we call the content core, which has a lot of value for the search engine. When scanning a page, the organic search algorithm scans your site for related keywords in order to qualify it, thus, the greater the volume of content on a given subject, the greater the chance of it appearing in a good position in the search.

To illustrate, let us return to the example of the used car dealer. Imagine that when someone buys a vehicle, you instruct them on how to take care of your used car, the care they should take to avoid the most common problems with that type of vehicle, overhaul time, etc. All this information available on this product shows that you understand the subject, making it so that when looking for assistance, the customer will probably look for your workshop.

And that same reasoning is used by the search engine. If you have a lot of relevant information related to a certain subject, he understands that you know what he is talking about and qualifies you better for it.

Combined efforts for better results

When thinking about the golden rule of Content Marketing that says: “Create content thinking about the persona always first”, you can imagine that drawing a complete profile, alone, is enough to create relevant information for her. But you couldn’t be more wrong about that. When thinking about delivering solutions to the problems experienced by your audience, you should always try to understand how they search for that solution to try to make them find you more easily. And in that sense, a good SEO can help you to identify the keywords that are being used at the time of the search.

To do this, you can use some tools, such as KeywordPlanner or SEMRush, to understand how searches on your site occur and discover new keywords that you never imagined that led people to discover it.

By better understanding what brings the user to your site, you can further segment the searches that lead to your site, reaching an audience that is much more interested in what you offer. If we recall the example of the dealership, imagine that when analyzing the keywords of the site, the owner discovers that there is a large volume of search for “semi-new hatch off-road”. This information can make him stop fighting for space with a keyword as wide as “semi-new” and start to focus his effort on something that already has a high traffic, positioning himself even better when looking for this subject.

And you, what do you think of the combination of SEO and Content Marketing? Leave your comment below by sharing your opinion with us, and, of course, the results!