The distinction between SEO and content marketing has been blurred in recent years. Many SEOs are focusing on content creation, ensuring their sites are optimized to rank high on search engines. Great content attracts links from other websites and is the key to high rankings. But, while SEO has been around for years, it’s only recently begun to gain more importance. If you’re unsure whether SEO is worth the effort, here are some basics to keep in mind.
Search engine optimization, or SEO, helps websites gain higher rankings and visibility by increasing Page Authority. Page Authority is a scoring system for individual web pages on a domain. The higher Page Authority a page has, the higher its chances of showing up in organic search results. SEO specialists use technical tools to ensure that their sites are optimized and filling in any gaps. Getting linkbacks from “bad neighborhoods” is not good for SEO and can even hurt rankings in some circumstances.
While SEO involves technical techniques, content marketing focuses on the quality of content. While SEO focuses on increasing website traffic, content marketing is focused on using relevant content to drive profitable action. Both are effective in increasing brand awareness and generating traffic. Choosing between SEO and content marketing depends on your objectives. When choosing a strategy, remember that you don’t want to choose a technique based on what works best for you.