SEO, A BRIEF INTRODUCTION:
Search engine optimization (SEO) is a practice of increasing the quantity and quality of traffic to your website through organic search engine results. It is a measurable, repeatable process that is used to send signals to search engines that your pages are worth showing in Google’s index.
SEO has three aspects:
- Quality of traffic: Attracting those users who are genuinely interested in your product
- Quantity of traffic: The number of people visiting your website. The more the better.
- Organic results: Organic traffic basically refers to all the traffic that you don’t have to pay for.
The idea of using SEO is to improve on all three aforementioned aspects. This will be discussed in detail later in the article.
- SEARCH ENGINES:
In order to further understand the functioning of SEOs we need to understand what search engines are and what they have to offer. A search engine is a tool that is used to find websites and relevant information as per the user’s search request. Popular search engines on the World Wide Web are Google, Yahoo, [seoaipdl-aug id=”8545″] etc. with the most popular being Google. Out of all the search engines, about 64.4% of all the search requests are handled by Google.
- HOW DOES IT WORK:
Search engines use extremely complex algorithms to find the most relevant websites pertaining to the search requests. These algorithms are nearly impenetrable and they determine your website’s relevance by employing a method called crawling. Crawling is where the search engine reads the contents of your website looking for keywords and relevant information. The algorithms look for the number of backlinks (websites that link to your page) which determines the quality of the website. Algorithms look for the loading speed, mobile friendliness, quality of content and so on. SEO basically optimizes your website to be able to cater to the algorithms needs or satisfy the crawlers. Optimizing could include finding the targeted key words, increasing the browser speed and so on.
- A SIMPLE EXAMPLE:
Lots of people search for lots of things online on a regular basis. This traffic is a very powerful tool for a business owner. If you own a business that sells T shirts online then you’d prefer your website to be shown on Google’s index when someone searches for “Shirts”, “Black T shirts”, ”T shirts” etc on search engines.
Basically people look for specific services that your website might be able to provide, in this case “Black T shirts”. Consider the example given in the image; the user’s search request is pretty straight forward which is “Black T shirts”. Google then shows the most relevant websites based on your search request. The top section contains paid Ads followed by the most relevant websites. Statistically speaking nearly 94% of all the people using the World Wide Web leave after choosing any of the results in the first page. Meaning, only 6% of the population on the inter web venture beyond the first page. The position of a website on the results page is determined by its page rank. The rank depends on the keywords entered by the user, the number of backlinks the website contains, and many other factors. In short Keywords are used to find which websites are most suitable or are in relevance with your search request and backlinks determine the rank of the websites.
CONTENT MARKETING, A BRIEF INTRODUCTION:
Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. Everyday more and more people use the internet for various things and to obtain information on topics of interest. In this day and age for a business to succeed, you need to draw more attention towards your website or increase the traffic to your website.
- WHAT IS CONTENT MARKETING:
It starts with creating content, not just any content. It needs to be unique and interesting in order to draw people to your website. This content needs to be relevant to the questions posed by the users or pertain to answers they’re looking for. In order to have a higher success rate with increasing traffic to your website, your content must be properly key word optimized.
Once your content has been created you need to publish it on your website and other websites.
- HOW DOES IT WORK:
The content can be anything from articles, blog posts, E-books to How to videos and so on. As long as the content you are creating is interesting and answers people’s queries. This way when search for something and read your content say a how to video, that way people visit your website for further information or just out of sheer curiosity.
- A SIMPLE EXAMPLE:
For example consider the company GoPro. They have 3.4 million subscribers on YouTube and 6.8 million followers on Instagram. Their company primarily focuses on pictures, photography, videos, adventure sports etc.
When you see really good pictures or a video or something that you relate to, you either share it or prod into it deeper. This is what is accomplished by content marketing. It can potentially double your traffic. Using social media as a platform for marketing is one of the best strategies a company can employ and when people see something they like, they share it and that people start talking about Gopro and in a way the people who see these pictures and share are indirectly promoting the product itself. In the image above we can see that just one of their videos has over 8 million views, meaning that millions of people have watched their videos and are telling their friends about this product.
HOW DIFFERENT ARE SEO AND CONTENT MARKETING FROM EACH OTHER:
The two are more similar and complementary than they are different.
When it comes to SEO, you need to consider Google’s crawler software and all the algorithms that search engines use in order to have your website rank higher on their indices which includes keywords, quality of the content and various other ranking factors. However, the approach we take for content marketing is very different as it is more social media oriented which includes social platforms such as Facebook, YouTube, Instagram and so on. This means that in content marketing, it is more important to analyze the people and what they like more and what gets them interested in your product such as the latest trends and what’s “cool” and what’s not whereas SEO focuses more on the implicit factors such as keywords, analyzing algorithms etc.
SEO primarily serves to attract qualified traffic to your site, and relates to the ways in which you reach new visitors. Content marketing has more to do with keeping those visitors interested once they arrive on your site and moving them closer to becoming customers.
Content marketing primarily serves as a tool to keep the traffic or the people attracted by the SEOs interested with relatable, relevant, and easy to understand content so that the people who have visited your website stay on your website or use your website in the future.
Both SEOs and the content in your website need to be regularly updated in order to stay with the times.
#FACTORS TO BE CONSIDERED WHILE UPDATING SEOs:
As we’ve read in the earlier sections, SEO’s need to be regularly updated as Google, Yahoo! and all the other search engines keep updating their ranking factors and optimizing your website in accordance with these ranking factors will give it an edge and helps it stay on top. The various factors to be considered are:
- CONTENT: regularly updating your content keeps the consumers happy and interested in your website and doesn’t make it look stale.
- SCHEMA TAGGING: As you update your content, you need to make sure that the entities in your new content is schema tagged in order to make it easier for the search engine bots to understand your new content.
- BACKLINKS: The number of websites linking back to your website adds a huge benefit in ranking higher on Google’s index.
- MOBILE FRIENDLINESS: How fast your website loads on mobiles determines where your website is ranked on the engines index. Nowadays most of our browsing is done on our handheld devices. So mobile friendliness is an important factor
- ENCRYPTION AND OTHER FACTORS
#FACTORS TO BE CONSIDERED WHILE UPDATING CONTENT:
The factors to be considered for content marketing really depend on the content. For example a corporate blog doesn’t have to be updated as often as a news blog, a music channel in YouTube doesn’t have to update its content as often as a vlog channel.
When it comes to content involving news, music, current events and sports, they need to be updated multiple times a day. This may cost a lot more than updating a website once in a while but the reception the website gets for staying up to date and updating its content is a lot better and helps your website stand out from the rest.
CAN THEY WORK TOGETHER?
As you may have guessed, the primary reason for the confusion between these strategies is that there’s a good bit of overlap between the two. In fact, they actually have a mutual relationship. As in they complement each other and enhance each other’s performances.
Including keywords in the content you create helps it rank better in search engines, meaning that it will attract more traffic and be more effective in reaching your content marketing goals. Conversely, adding strong content to your site will improve its authority, which will give a boost to your overall SEO. As discussed earlier, the quality of your website’s traffic increases when the content is streamlined and interesting.
To conclude, the better your SEO, the better your content will perform—and vice versa. SEO and content marketing working together can add very high quality traffic to your website and is the best strategy that can be employed as they both have their own similarities and differences and almost no cons.