Content VS SEO from the experts


Content VS SEO from the experts   Content VS SEO from the experts
Content VS SEO from the experts   Content VS SEO from the experts

Content marketing is the process of creating focused & compelling content generated with purpose and it's focused on serving a specific target market 

Content Marketing vs. SEO: The Truth Behind A Ridiculous Debate

By BARRY FELDMAN published JUNE 13, 2013

The headlines read…

Content marketing usurps SEO…

Content marketing has killed SEO…

Content marketing overtakes SEO…

The word “versus” often appears between these two purported rivals.

Shoot me now.

Or, wait just a minute and shoot me after you’ve read (and have disagreed with) my strong point of view on the hyper-hyped topic du jour that’s come to be a showdown between content marketing and SEO. 

From where I sit, it’s a ridiculous argument.
Though the topic is often (and shamefully) broached by writers who actually understand marketing strategy, it seems little more than a gimmick to get readers to click on a blog post. At best, what they get from the read is another lesson on the power of content marketing.
If this is an unpopular opinion, I have two things to say:
  • SO BE IT.

Content marketing and SEO do not compete with each other

The “Content marketing vs. SEO” battle opportunists are so eager to pit the two against each other. They want you to pick a side.
The implication seems to be that, to be smart about your digital marketing spend, you need to choose to hire one type of specialist over the other. Maybe you have $3,000 to allocate per month. The dilemma: Do you put it into content marketing or into SEO?
I can only make sense of this if the SEO effort in contention here is of the black hat variety. In other words, if SEO wins your dollars, it would go into hiring a shop to go on a voracious back-link-building mission. This was indeed a booming, yet questionable, business for years. Today, it’s unethical and ineffective — dangerous even. Search engines penalize the practitioners they find guilty of these crimes.
Let’s cast aside the shady practice of building links by exchanging dollars (or favors, or link farming, or any other nonsense that will no longer fly, thanks to Google’s Penguin initiatives and the like). You’re left with no competition. There are no rivals here, and there’s nothing left to debate.
True online marketing professionals will recognize that both content marketing and SEO are star players in an enterprise-focused marketing strategy. If your team has a void in one area or the other (or both), you need to fill it — end of story. SEO experts need not fear the extinction of their craft. Their roles will remain vital to brand marketing because they know better than anyone that effective and ethical SEO can’t happen without content to be optimized.

You could make the case that SEO is content marketing

We create content to support our marketing objectives. If we’re doing this wisely, 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.
As I see it, saying SEO and content are two separate marketing tactics is akin to saying headlines and copy are foes. How preposterous is that? You write headlines to get people to read copy. You then optimize your online content to get people to discover it.
In my opinion, SEO, or search engine optimization, is a misnomer anyway. It seems to suggest you optimize the search engine. Clearly, you cannot and do not. You optimize online content.
“Content” optimization — now there’s a term I could live with. Seems like a happy and harmonious marriage of the two marketing disciplines.

It’s time to think holistically

In “The Mindset that Makes Online Marketing Work,” from MarketingLand, Copyblogger’s Brian Clark writes:
“The struggle many face with online marketing is a misguided impulse to put various tactics into separate boxes instead of seeing each as an aspect of one overarching strategic process.”
Brian adds:
“To this day, I see people referring to content marketing, social media marketing, and search engine optimization as three different things — as if each is a tactic that can get you there alone.
“The smart way to practice effective online marketing is to treat social media and search engine results as aspects of a holistic strategy that centers around compelling content.”
You can’t cast a vote for content that succeeds in a vacuum. You can create and publish content across multiple, strategic platforms. You can repurpose it from materials created by other functional disciplines within your organization. You can share it via numerous social media channels…
And if you want to maximize its marketing power and potential benefit to your business, you damn well better optimize it.

Technical SEO vs content marketing: Which should SEOs focus on?

05 Apr 18 | Hannah Thorpe

In the digital marketing sector we frequently talk about content and technical SEO as two distinct sections of marketing we can do on-site.

But that’s not entirely true. The two elements work hand-in-hand on a website to support its organic successes.

I think primarily the reason is that two separate skill sets are required to deliver the work. For a brand hiring an ‘SEO’ it’s rare they’ll be able to find one person who is equally strong in both content and technical work, so instead they must prioritize which one is the most important to them.

I don’t think that content vs. technical SEO is an either/or battle. Instead, it’s more about the ratios and weighting we put towards each side for the duration of an SEO project.

It’s an annoying cop-out, but when asked, “What’s more important: content, or technical?” the answer genuinely is, “It depends.” It depends on the current performance of your site, the speed at which you want results, the size of your business and how much you’ve previously done.

Let’s look at each one of these categories, and consider whether content or technical SEO is the best solution for various issues you might encounter.
Current performance
  • Struggling with site-wide rankings: Typically this is the result of an underlying technical issue, so technical SEO should be the priority area to focus upon.
  • Internal cannibalization: If rankings are low because you frequently have multiple pages trying to rank for the same keyword, then one effective solution is to look at and edit the content on these pages.
  • Product pages (with multiple configurations) not ranking: If a product page has multiple options to it in color/shape/size/style, and all of these are controlled by the user, it’s likely that a technical issue is causing inefficient crawling or indexing of these products.
  • Product pages with affiliates/stockists not ranking: If you’re selling another brand’s products, or work with affiliates or stockists of your products, when these are under-performing online, it’s often the result of duplicate content issues externally. The best solution here is to revise your content and optimize what is currently on your site.
Speed of results

The area of SEO to invest your money in really depends on how well the site is doing and where it is under-performing to begin with.
The balance of if technical or content is the solution will depend on which area of the site performance you’re trying to target:
It’s hard to know whether content or technical will get you the fastest results online, as it really depends upon the site you’re working on.
A site which is not being frequently and efficiently crawled will struggle to get technical changes noticed on-site, but also will rarely get new content indexed quickly or highly to begin with. To speed up the result you get from content pieces, it’s important to have already implemented the technical work required for Google to efficiently crawl and index the site.
This means that in cases where technical SEO already meets a minimum standard, content will get faster results than additional technical work and vice versa. Again, this needs a big caveat that is completely site dependent.
However, content has a major advantage in gaining results quickly without relying on SEO, as it can gain traction across other channels (e.g. social media) and support the branding of the business.
Whilst content marketing may come out of your SEO budget, there’s nothing to stop you using paid social as a means of promotion, email marketing or even just directing in store clients to your online resources. This means you get extra value from a single piece of content, which may be struggling to perform organically.

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