It’s often stressed that search engine optimisation (SEO) and content marketing should not be confused, but there’s an undeniable link between them. After all, it never hurts to have search engines promoting your content free of charge. What is more, the two fields seem to be increasingly converging, so can recent SEO studies provide some insights for your content marketing strategy?
Yes, they can!
SEO is being underused
A study of over a thousand small US-based businesses by Wasp Barcode Technologies found that only 28% used SEO as a marketing tool. This oversight may provide an opportunity for your business to get ahead in the search rankings.
Most traffic comes from organic search results
Just over half of web traffic is still coming from organic search results, according to a BrightEdge study. Social media, in contrast, generated just 5% of traffic. While embracing new technologies can be important for attracting certain segments, SEO is clearly still essential to bringing as many consumers as possible to your website news feed or other content.
Relevant content is the most important aspect of SEO
Ascend2’s recent survey on search engine optimisation showed “relevant content generation” to be the most popular SEO tactic. By happy coincidence, this is an area in which content marketing is already excelling.
Competition for rankings is not always strong
While there are certain sectors where businesses compete fiercely for search rankings, this is not always the case. If you belong to, or overlap with, a relatively unglamorous industry, you may find the SEO competition to be rather light. This means you may be able to attract a good-sized audience with a well-optimised, authority content site.
In an evolving field like content marketing, it’s clear that SEO research studies can help you stay ahead of the pack by informing decisions about where to direct your efforts.