Picture this: You’ve spent months in the website redesign process, complete with engaging content and strong conversion opportunities. Proudly, the new website goes live, promotions start driving traffic, and you’re on your way to an improved digital experience for your customers. But as days turn into weeks and weeks into months, your once-promising website is nowhere to be found on search engines…hello, page 526?

Well, my friend, the answer can usually be boiled down to two little letters: SEO. Search engine optimization (SEO) is an essential component of any successful website strategy. Without it, your website could be lost in the vast sea of Google rankings, never to be seen by your intended audience. So, today, we’re chatting about the importance of pairing your SEO and content marketing strategies to create a killer, long-term plan with your ideal customer in mind.

First things first: what exactly is SEO? At its core, SEO is the practice of optimizing your website and content to ensure that it ranks well in search engine results pages (SERPs). In plain English, that means incorporating relevant keywords, metadata, and other technical elements into your posts to improve your chances of ranking well on Google. The benefits of a solid SEO strategy are clear: “Though it’s time-consuming, SEO work requires a relatively low financial investment, especially when compared to strategies like paid ads, events, and out-of-home ads. The low upfront costs and high success rate make SEO one of the highest ROI channels used by marketers.” – HubSpot

But here’s the thing: SEO shouldn’t be a standalone effort. In order to create a truly impactful content marketing strategy, you need to incorporate SEO into every aspect of your planning process. That means identifying your ideal customer and their biggest pain points, creating content that speaks to those needs, and optimizing that content for search engines.

So, how can you ensure that your SEO and content marketing strategies are aligned? Here are a few tips:

Start with keyword research. Before you dive headfirst into your next blog post, take some time to identify the keywords and phrases that are most relevant to your business and that your ideal customer would use. This will help you create content that aligns with what your customers are searching for (and gives you a better chance of ranking well in search engines). Often, you can find success with longtail keywords or very specific search queries if the keywords you prefer are highly competitive.

2. Prioritize content that aligns with your audience’s needs. At the end of the day, your content marketing strategy should be all about your customers and how your brand is a trusted resource. What are their biggest pain points? What kind of content resonates with them? By answering these questions and shaping your content accordingly, you’ll create a more authentic, engaging experience for your readers.

3. Incorporate SEO elements across your site. From your website’s metadata to your blog post headlines, there are countless opportunities to incorporate SEO techniques throughout your content. By taking a holistic approach to your website optimization, you’ll be well-positioned to climb those ranks in search engine results pages.

4. Analyze and adjust your strategy over time. SEO and content marketing aren’t set-it-and-forget-it efforts. By regularly analyzing your website traffic, monitoring your rankings, and identifying opportunities for improvement, you’ll be able to constantly refine your strategy to better meet your customer’s needs (and keep climbing that SERP ladder).

At the end of the day, SEO isn’t something to be working here and there. It’s consistent work over time.
By pairing your SEO and content marketing strategies, you can create a long-term plan that truly speaks to your ideal customer’s needs and sets your brand apart from the competition. So, take a step back, reassess your approach, and get to work on creating a content marketing strategy that’s optimized for both your customers and for search engines. Trust us, your website (and your bottom line) will thank you.