SEO in the context of content marketing

What does SEO have to do with content marketing?

A guest article by Christoph Klepke: Employee in Marketing & Business Development.

The concept of 'content marketing' has been discussed very often in the digital marketing industry in recent years and is regularly referred to as the new trend. However, it should now be known that this is not just a fad in the consulting industry. However, content marketing is by no means in a vacuum. In this context, it can almost never be spoken of only the creation and publication of content relevant to the target group. Rather, it is a holistic approach in which the most diverse marketing disciplines benefit from synergies. The most important area in this context is search engine optimization.

Search engines want to present the most relevant and best content on the Internet for the respective search query to the user. However, you have to get rid of the idea of ​​doing SEO for a search engine, but rather understand the target group as a recipient. The content of a website should, therefore, best match the search query of the user in order to be found, clicked and read. For this reason, the search queries (including keywords) should be taken into account when creating the content.

Content marketing strategy

At  Wundercurves, we also opted for a content marketing strategy. In connection with SEO aspects, it is, therefore, advisable to select the topics based on good keywords. For the selection of the keyword, we rely on the analysis of the SEO Difficulty (How difficult is it to rank for this keyword? How many bids on this keyword?) And the search volume and then combine this with current topic relevance. For a long time, the rule was still that the density of the main keyword should be between three and seven percent, but this view has long been outdated, Correct positioning of the main keyword is much more important, for example at the beginning of the title, in the URL, directly at the beginning of the body text, in the last sentence or at the beginning of the meta description. The main keyword automatically occurs in the text itself through the targeted examination of the topic, of course, here you should not submit to too strict rules. It is important that the exact answers are not insisted on, but that variants are also included. In this context, it is extremely important to mention all other relevant keywords, Google knows the connections and pays more and more attention to the surrounding content.

Keyword research is an important part of SEO in connection with the content. First, however, the difference between the two keyword strategies 'Fat Head' and 'Long Tail' should be mentioned. Fathead keywords correspond to a comparatively high search volume. They are very popular, but make up the majority of the search queries (approx. 30%). Long-tail keywords, on the other hand, have fewer searches, but make up the rest of all searches and are much more specific. The competition for 'fat head' keywords is highly competitive and is mostly occupied by large companies with a lot of content. Long-tail keywords give more precise information about the exact purpose of the search query and thus convert better.