Consider the “4 Vs” of semantic searchīaldock also holds that, because of how personalized search is, the traditional metrics of page rank and keyword rank are no longer meaningful measures of SEO and content marketing success. Just as owned, paid, and earned media all factor into any good public relations and content marketing strategy, they can help content marketers navigate increasingly personalized search results. There’s no set “first page” of search results anymore, writes Christopher Baldock in his post on using an owned, paid, and earned strategy for SEO.
In an industry with rapidly changing algorithms, writes Amanda DiSilvestro, “Reevaluating your SEO and your strategies is one of the only ways to stay on top of these changes and continue to move your website content forward.” Check out her post for steps and tools to audit your SEO. Audit your SEOĪ good first step for improving your SEO is to audit your existing progress. These disciplines are melding together and will provide greater success if they can work in tandem. In fact, Barry Feldman goes so far as to call this siloed thinking “ridiculous.” As Feldman writes, “ Content marketing and SEO do not compete with each other.” He continues, “If we’re creating content to support our marketing objectives, a vital part of our execution strategies should be focused on optimizations that will increase the probability that our content will be discovered via search.” So, stop wasting time wondering whether you should implement content marketing or SEO. But this way of thinking can be detrimental to the success of your content. Agencies that specialize in one or the other discipline may benefit from creating a distance between SEO and content marketing. You may have read or heard about a “debate” between SEO and content marketing. View SEO and content marketing as partners, not opponents Content marketers who have a documented strategy are almost twice as likely to report that their content marketing is effective compared to content marketers without a documented strategy. But, if you follow CMI at all, you should already know that documenting your content marketing strategy is essential for success, and your SEO efforts should be a key part of that strategy. Let’s start with your plan as soon as you finish reading this post: If you haven’t already done so, document your SEO strategy. Depending on how far along your company is on SEO, you may need to write a basic strategy first, and then revisit it after doing some work to audit and analyze your current SEO efforts and data (more on that later!). Check out the following SEO checklist to make sure your content marketing is set up for success. We’ve collected advice from Content Marketing Institute contributors that will help content marketers navigate SEO even as search engine optimization evolves. But with search engines updating algorithms on a frequent basis, how is a mortal content marketer supposed to keep up?
Search engine optimization (SEO) should be a linchpin in any successful content marketing plan. Editor’s note: Because search engine optimization continues to evolve and is essential in any successful content marketing plan, we’ve updated this post.
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