{"id":140365,"date":"2022-04-04T17:11:03","date_gmt":"2022-04-04T22:11:03","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=140365"},"modified":"2023-09-11T03:53:50","modified_gmt":"2023-09-11T08:53:50","slug":"seo-and-content-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/seo-and-content-marketing\/","title":{"rendered":"How to Combine SEO & Content Marketing for Amazing Results"},"content":{"rendered":"\n
Content marketing and SEO are often seen as synonymous, but that\u2019s not the case. While it can be difficult to differentiate between the two in some instances, the truth is they\u2019re two different marketing approaches.<\/div>\n\n\n\n

However, they do fuel each other. And when strategically combined, they can maximize your results, including increased traffic and conversions.<\/p>\n\n\n\n

This article will teach you when to combine the two and the exact framework you need to follow to get the desired results. Let\u2019s start by understanding content marketing and SEO first.<\/p>\n\n\n\n

What is content marketing?<\/h2>\n\n\n\n

Content marketing<\/a> is the process of creating and distributing valuable and relevant content to attract, convert, and retain customers so you can increase revenue and ultimately grow your business.<\/p>\n\n\n\n

Here\u2019s an example: At Ahrefs, we create content that teaches users how to solve different problems and grow their website traffic using our tools. That\u2019s content marketing.<\/p>\n\n\n\n

What is SEO?<\/h2>\n\n\n\n

SEO (search engine optimization) <\/a>is the practice of optimizing a website to increase the quantity and quality of its traffic from a search engine\u2019s organic results. It involves keyword research<\/a>, content creation<\/a>, technical audits<\/a>, and link building<\/a>.<\/p>\n\n\n\n

Since finding information in search engines is one of the top ways users discover web content, SEO is critical if you want to increase your website traffic organically.<\/p>\n\n\n\n

When should you combine the two?<\/h2>\n\n\n\n

SEO as a distribution channel for content marketing is a no-brainer if your audience is searching for solutions to problems that your business helps solve.<\/p>\n\n\n\n

For example, a lot of our potential customers are searching for terms like \u201ckeyword research,\u201d \u201clink building tips,\u201d and \u201cseo basics\u201d in Google. So we create relevant product-led content targeting these keywords and optimize them to rank on Google to attract and convert these users.<\/p>\n\n\n\n

This blog that you\u2019re reading, for instance, is an excellent example of this. As you read, you\u2019ll also understand how we\u2019re using this article to market our products.<\/p>\n\n\n\n

How to get started<\/h2>\n\n\n\n

Now that you have a clear understanding of when to combine SEO and content marketing, let\u2019s go through the exact step-by-step framework you need to follow.<\/p>\n\n\n\n

We\u2019ll cover finding the right topic idea, tips for creating informational content optimized for SEO, and more.<\/p>\n\n\n\n

Let\u2019s dive in.<\/p>\n\n\n\n

1. Find the right keywords<\/h3>\n\n\n\n

A common mistake marketers make is creating content around keywords that lack informational intent or, even worse, creating content without doing any keyword research first.<\/p>\n

Before you create anything, you need to find informational keywords your audience is searching for that represent problems your business can help solve. These are the keywords that can drive profitable customer action.<\/p>\n

You can find informational keywords by using Ahrefs\u2019 Keywords Explorer<\/a>. Here\u2019s how:<\/p>\n

\n\n<\/p>\n

    \n
  1. Enter your seed keyword<\/li>\n
  2. Go to the Matching terms<\/strong> report <\/li>\n
  3. Add keyword modifiers like what, who, guide, how, <\/em>and tips<\/em> to the \u201cInclude\u201d filter and select \u201cAny word\u201d<\/li>\n<\/ol>\n

    \n\n<\/p>\n

    You\u2019ll now see a list of keyword ideas with informational intent to potentially create content around.<\/p>\n

    \n\n<\/p>\n

     <\/p>\n

    \n\n<\/p>

    \n
    \"1-matching-terms-report\"<\/figure>\n

    <\/p><\/div>\n\n\n

    2. Analyze and match search intent<\/h3>\n

    \n\n<\/p>\n

    Writing a helpful article or a guide targeting a particular keyword is not enough to rank. You need to analyze search intent and match it. While often overlooked, this is critical to SEO.<\/p>\n

    For example, when people search for \u201cbounce rate,\u201d they want to understand what bounce rate is<\/a> and how to measure it.<\/p>\n

    \n\n<\/p>\n

    However, when searching for something like \u201creduce bounce rate,\u201d users already know what bounce rate is and are looking for advanced tips on reducing bounce rate.<\/p>\n

    \n\n<\/p>\n

    Hence, the content format and the angle need to be different in each case.<\/p>\n

    \n\n<\/p>\n

    An effective way to match the search intent<\/a> is by analyzing the search results for what we call the three Cs of search intent:<\/p>\n

    \n\n<\/p>\n

      \n
    1. Content type<\/li>\n
    2. Content format<\/li>\n
    3. Content angle<\/li>\n<\/ol>\n

      \n\n<\/p>\n

      Content type<\/h4>\n

      \n\n<\/p>\n

      Content type refers to the overall type of content in the search results. You\u2019ll usually see blog posts or videos when it comes to informational keywords.<\/p>\n

      \n\n<\/p>\n

      For example, when we search for \u201cemail marketing,\u201d the results are blog posts:<\/p>\n

      \n\n<\/p>\n

       <\/p>\n

      \n\n<\/p>

      \n
      \"2-google-serp-email-marketing\"<\/figure>\n

      <\/p><\/div>\n\n\n

      On the other hand, a search for \u201chow to put up a shelf\u201d yields mostly video results:<\/p>\n

      \n\n<\/p>\n

       <\/p>\n

      \n\n<\/p>

      \n
      \"3-google-serp-put-up-shelf\"<\/figure>\n

      <\/p><\/div>\n\n\n

      Content format<\/h4>\n

      \n\n<\/p>\n

      Content format refers to the overall format of the top search results. It\u2019s usually the following:<\/p>\n

      \n\n<\/p>\n