What counts more: content marketing or search engine optimisation techniques?
Many agencies seems to follow the same pattern and forget about what really makes their content to be searched. And here we are talking about search engine optimisation. However, they have their righteousness, Google algorithm changes are what drives this.
People are more willing to talk about creative content and social engagement. The importance of content has never changed and will not certainly change in the future. To be specific, content it might be the part that puts brands and people in the public eye, but search engine optimisation and digital elements are the strategy point that makes it all go.
Balance means digital
Content was always loved by marketers and people, by people because they enjoy discussing about and by marketers because they have the chance to express themselves, to be the voice that engages through strategies that are not resources and money consuming.
Perhaps links and authority or other elements of digital have decreased, while there is a higher concentration on content, engagement and UX, but this doesn’t mean that the focus should be put just in one direction. A balance between content and digital is the key for success. This is a strategy that you should consider for the coming time.
Content doesn’t have to be outstanding to have value
Even in the pre-Penguin time, content was the tactic that search engine optimisation has relied on. Readers need a good content that gives them what they were looking for, that value that will make them come back. It doesn’t have to be an outstanding content, it just has to be efficient, functional. A functional content gives your reader the necessary information, covering from general to specific and detailed content, from theory to practical. Content has always been a journey for the user, that engaged him or not, it’s all up to your strategy.
Ways to move content
Content doesn’t bring users just by magic, you have to move it. How? First and foremost search engine optimisation gives your content the needed incentive, followed by social media, paid content distribution, email marketing, PR and influencer engagement.
Rand Fishkin says that content marketers will always be in need of optimisation standard ranking factors such as: user experience, keywords, uniqueness and quality content. He suggests you to take into consideration the following factors for a good search engine optimisation:
- Click through rate. In order to obtain more clicks you have to optimise your content, satisfying all criteria after which users choose when searching.
- Short click versus long click. Engagement is proven by content that leads users to “long click” and not by users that go back to the results. Seeing users sticking around your content means it was efficient.
- Content lasting. In Google’s eyes when visitors come back, it means your content delivered lasting value, therefore it increased rankings.
- Expansion and loyalty. Another method that engagement is showed by users is through shares and that moment when shares produce comebacks and transform in loyalty.
- Full package. Next search engines incline more to simpler options and will repay content that allows consumers to end their transactions faster, in just a couple of clicks.
In conclusion search engine optimisation can’t work without content marketing and content marketing can’t rank without search engine optimisation. Both are part of the strategy. Your content will not reach the desired audience and have success by itself, search engine optimisation plays an important role.