As search engines like Google evolve over time, their mission is to direct users to the exact content they are looking for. Products, blogs, images, and any other form of content that can be found on your website will rank higher in the search engine if they utilize strong SEO tactics. SEO, or search engine optimization, incorporates keywords and link building in order to draw users to a credible site. To bring potential customers to your website, it is crucial to narrow down exactly what they are searching for.

The relationship between content and SEO is a delicate balance. The world of SEO analyzed by a strong marketing team should be exciting: think of how much visibility your site can get with high-ranking keywords! After conducting keyword research, you may feel the urge to insert as many keywords throughout your site to gain more traction. But while you want your on-site optimization to be strong, you also need your content to make sense.

This gives your SEO team something to work with, making the incorporation of keywords simple rather than needing to re-write a piece of content entirely in order to fit the bill. To insert the highest-ranking keywords, a content writer must have an understanding of what potential customers are looking for, narrowing down a target audience and content goals before writing. Once target keywords have been specified, the next step is to integrate them into content strategically and naturally.

Aligning Content and SEO

When trying to find something on the web, the heading and meta description of a page are good indicators of what the content will contain.

For content to truly align with SEO, thoughtful placement of keywords and the nitty-gritty details definitely matter. Speaking of which, it’s also important to consider incorporating internal and external links in your website content. Internal links are links from one page of your website to another page on your website, whereas external links are links from one page of your website to a page on another website. Why does this matter when marketing your content? Well, it all comes back to the ranking process again. Search engines like Google prioritize pages by how “trustworthy” they appear to be. If one of your pages is linked from somewhere else on the Internet or even on your website, that gives Google the message that this particular piece of content is valuable. Think of it as a referral from a friend!

By now, you’ve probably got the gist of how content and SEO go hand-in-hand. Beautifully written content is lovely to have on any website, but without high-ranking keywords and links throughout, you’ll be selling yourself short on visibility.