{"id":177350,"date":"2024-07-22T11:34:18","date_gmt":"2024-07-22T16:34:18","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=177350"},"modified":"2024-07-23T03:22:51","modified_gmt":"2024-07-23T08:22:51","slug":"seo-content-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/seo-content-marketing\/","title":{"rendered":"How to Combine SEO and Content Marketing (The Ahrefs\u2019 Way)"},"content":{"rendered":"\n<div class=\"intro-txt\">SEO and content marketing are different marketing channels. But you don\u2019t have to choose between them. They\u2019re complementary.<\/div>\n\n\n\n<p>In fact, you should combine them for greater effectiveness in your marketing.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why should you combine SEO and content marketing?\" data-section=\"why-combine-seo-and-content-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177350-_6gz4an1h12pm\"><\/a>Why should you combine SEO and content marketing?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Two main reasons:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1205\" class=\"wp-image-177351\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/venn-diagram-showing-why-you-should-combine-seo-an.jpg\" alt=\"Venn diagram showing why you should combine SEO and content marketing\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/venn-diagram-showing-why-you-should-combine-seo-an.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/venn-diagram-showing-why-you-should-combine-seo-an-564x425.jpg 564w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/venn-diagram-showing-why-you-should-combine-seo-an-768x578.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/venn-diagram-showing-why-you-should-combine-seo-an-1536x1157.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177350-_iaq361wtqu5s\"><\/a>1. Content marketing and SEO are like peanut butter and jelly\u2014they work well together<\/h3>\n\n\n\n<p>Content marketing is the process of creating and distributing content to attract and retain customers.<\/p>\n\n\n\n<p>Here\u2019s how SEO helps content marketing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>It tells you what your audience cares about<\/strong> \u2014 If you know what they\u2019re searching on Google, you can create the type of content they want to see. This is known as <a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a>, a key aspect of&nbsp;SEO.<\/li>\n\n\n\n<li><strong>It creates predictable distribution<\/strong> \u2014 <a href=\"https:\/\/sparktoro.com\/blog\/who-sends-traffic-on-the-web-and-how-much-new-research-from-datos-sparktoro\/\">Sparktoro\u2019s study<\/a> showed that 63.41% of all US web traffic referrals come from Google. Most of our blog traffic comes from search engines too.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"1193\" class=\"wp-image-177352\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-webs-largest-traffic-referrers.png\" alt=\"The web's largest traffic referrers\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-webs-largest-traffic-referrers.png 1493w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-webs-largest-traffic-referrers-532x425.png 532w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-webs-largest-traffic-referrers-768x614.png 768w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\"><\/figure>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/seo\">SEO<\/a> is the process of improving a website\u2019s visibility in search engines to get more traffic.<\/p>\n\n\n\n<p>Here\u2019s how content marketing helps&nbsp;SEO:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>It helps you get more search traffic <\/strong>\u2014 If you want more search traffic, you need to rank for more keywords, which requires you to make more content.<\/li>\n\n\n\n<li><strong>It makes SEO more effective<\/strong> \u2014 Thought leadership content acquires backlinks, gated content generates leads, and sales enablement converts traffic into&nbsp;sales.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177350-_ntk0cf4cueag\"><\/a>2. The same amount of investment in effort, money, and time can generate results for both content marketing and&nbsp;SEO<\/h3>\n\n\n\n<p>We\u2019re the perfect example. Our content ranks high on Google and generates hundreds of thousands of monthly search visitors:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1676\" height=\"758\" class=\"wp-image-177353\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/ahrefs-blog-traffic.png\" alt=\"Ahrefs blog traffic\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/ahrefs-blog-traffic.png 1676w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/ahrefs-blog-traffic-680x308.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/ahrefs-blog-traffic-768x347.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/ahrefs-blog-traffic-1536x695.png 1536w\" sizes=\"auto, (max-width: 1676px) 100vw, 1676px\"><\/figure>\n\n\n\n<p>It also attracts links and shares on social media because we make sure each piece is unique and not just regurgitation or <a href=\"https:\/\/ahrefs.com\/blog\/ai-content-is-short-term-arbitrage\/\">\u201cAI content\u201d<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"972\" height=\"292\" class=\"wp-image-177354\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/linkedin-comment-on-how-we-blended-an-seo-friendly.png\" alt=\"LinkedIn comment on how we blended an SEO-friendly term with a contrarian point of view\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/linkedin-comment-on-how-we-blended-an-seo-friendly.png 972w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/linkedin-comment-on-how-we-blended-an-seo-friendly-680x204.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/linkedin-comment-on-how-we-blended-an-seo-friendly-768x231.png 768w\" sizes=\"auto, (max-width: 972px) 100vw, 972px\"><\/figure>\n\n\n\n<p>Finally, each piece of content introduces visitors to our product and educates them on how to use it to solve their problems. (Keep on reading and you\u2019ll see it in action too!)<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1226\" height=\"1180\" class=\"wp-image-177355\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/example-of-how-we-introduce-our-product-in-our-con.png\" alt=\"Example of how we introduce our product in our content\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/example-of-how-we-introduce-our-product-in-our-con.png 1226w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/example-of-how-we-introduce-our-product-in-our-con-442x425.png 442w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/example-of-how-we-introduce-our-product-in-our-con-768x739.png 768w\" sizes=\"auto, (max-width: 1226px) 100vw, 1226px\"><\/figure>\n\n\n\n<p>It hits all content marketing and <a href=\"https:\/\/ahrefs.com\/blog\/seo-goals\/\">SEO goals<\/a> at&nbsp;once:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Acquires search traffic&nbsp;\u2705<\/li>\n\n\n\n<li>Builds thought leadership&nbsp;\u2705<\/li>\n\n\n\n<li>Attracts links \u2705<\/li>\n\n\n\n<li>Generates sales (over the long-term)&nbsp;\u2705<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to combine SEO and content marketing (the Ahrefs\u2019 way)\" data-section=\"how-to-combine-seo-and-content-marketing\"><!-- notionvc: 34fd3f4c-53c0-4766-a9e1-44ee61d387eb -->\n<h2 class=\"wp-block-heading\"><a id=\"post-177350-_obaqwajyu71m\"><\/a>How to combine SEO and content marketing (the Ahrefs\u2019 way)<\/h2>\n<\/div><\/div>\n\n\n\n<p>How do we do what we do? Believe it or not, there\u2019s a method to the madness. Here\u2019s one line that summarizes our entire SEO content marketing strategy:<\/p>\n\n\n\n<p><strong>We create and maintain high-quality, product-led, search-focused content about topics with business potential and search traffic potential.<\/strong><\/p>\n\n\n\n<p>Let me break down how we combine SEO and content marketing:<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Find topics with search traffic potential\" data-section=\"search-potential\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-177350-_45r91w94db7r\"><\/a>1. Find topics with search traffic potential<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you want to acquire search traffic, you need to target topics that your potential customers are searching for.<\/p>\n\n\n\n<p>The easiest way to find these keywords is to use a keyword tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter a few broad keywords related to your site or&nbsp;niche<\/li>\n\n\n\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n\n\n\n<li>Filter for keywords with traffic potential (TP)<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1844\" height=\"1552\" class=\"wp-image-177356\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-keywords-explorer.png\" alt=\"Matching terms report in Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-keywords-explorer.png 1844w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-keywords-explorer-505x425.png 505w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-keywords-explorer-768x646.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-keywords-explorer-1536x1293.png 1536w\" sizes=\"auto, (max-width: 1844px) 100vw, 1844px\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div><!-- notionvc: 224755a4-222e-4617-9004-455afa34d550 -->Traffic Potential is the estimated monthly organic search traffic to the top-ranking page for a keyword. Since pages tend to rank for many keywords, Traffic Potential is a more reliable estimate than search volume.<\/div><!-- notionvc: 224755a4-222e-4617-9004-455afa34d550 -->\n\n\n\n<p>Go through the report and pick out the keywords that are relevant to your site. For example, if I were an ecommerce store selling coffee equipment, this could be a potential keyword to target:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"934\" height=\"134\" class=\"wp-image-177357\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-best-coffee-grinder.png\" alt=\"The keyword &quot;best coffee grinder&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-best-coffee-grinder.png 934w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-best-coffee-grinder-680x98.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-best-coffee-grinder-768x110.png 768w\" sizes=\"auto, (max-width: 934px) 100vw, 934px\"><\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Score each topic\u2019s business potential\" data-section=\"business-potential\">\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\"><a id=\"post-177350-_hgxuc738s79u\"><\/a>2. Score each topic\u2019s business potential<\/h3>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>\n\n<\/p>\n<p>A keyword\u2019s business potential is how easy it will be to pitch your product while covering a certain topic. It\u2019s our \u2018trade secret\u2019\u2014it\u2019s why we can easily introduce our product and its features in every piece of content we create.<\/p>\n<p>\n\n<\/p>\n<p>Here\u2019s how to score a topic\u2019s business potential:<\/p>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1267\" class=\"wp-image-177358\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/business-potential-scoring-chart.png\" alt=\"Business potential scoring chart\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/business-potential-scoring-chart.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/business-potential-scoring-chart-537x425.png 537w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/business-potential-scoring-chart-768x608.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/business-potential-scoring-chart-1536x1216.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<p>\n\n<\/p>\n<p>So, taking the above example, the topic \u201cbest coffee grinder\u201d would score a \u201c3\u201d (provided we sell coffee grinders) whereas a topic like \u201cdoes decaf coffee have caffeine\u201d would score a \u201c1\u201d or even a \u201c0\u201d.<\/p>\n<p>\n\n<\/p>\n<p>You should prioritize topics that score high on business potential, i.e. a \u201c2\u201d or a \u201c3\u201d.<\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Create high-quality, product-led, and search-focused content\" data-section=\"quality-content\">\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\"><a id=\"post-177350-_mhvtxf6fv87f\"><\/a>3. Create high-quality, product-led, and search-focused content<\/h3>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>\n\n<\/p>\n<p>What does all of the jargon mean? Let\u2019s break it&nbsp;down.<\/p>\n<p>\n\n<\/p>\n<h4 class=\"wp-block-heading\"><a id=\"post-177350-_drbqtrotgjrn\"><\/a>Search-focused<\/h4>\n<p>\n\n<\/p>\n<p>Part one of being \u2018search-focused\u2019 is finding keywords that people are searching for. Part two is to figure out <em>why <\/em>they\u2019re searching for those particular keywords. This \u2018why\u2019 is known as <strong>search intent<\/strong>.<\/p>\n<p>\n\n<\/p>\n<p>Given that Google\u2019s goal is to always rank the most relevant content, we can look at the search engine results (SERPs) to uncover search intent. Take your target keyword, enter it into <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>, scroll down to SERP Overview, and click <strong>Identify intents<\/strong>:<\/p>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1030\" class=\"wp-image-177359\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identify-intents-feature-in-keywords-explorer.jpg\" alt=\"Identify intents feature in Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identify-intents-feature-in-keywords-explorer.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identify-intents-feature-in-keywords-explorer-680x342.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identify-intents-feature-in-keywords-explorer-768x386.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identify-intents-feature-in-keywords-explorer-1536x773.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identify-intents-feature-in-keywords-explorer-400x200.jpg 400w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<p>\n\n<\/p>\n<p>So, we can see that searchers looking for the keyword \u201cbest coffee grinders\u201d want detailed reviews and expert recommendations on the best coffee grinders. Not only that, we can also see that searchers want a <em>list<\/em> that is <em>fresh<\/em>.<\/p>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"824\" height=\"612\" class=\"wp-image-177360\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identified-search-intent-for-best-coffee-grinder.png\" alt=\"Identified search intent for &quot;best coffee grinder&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identified-search-intent-for-best-coffee-grinder.png 824w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identified-search-intent-for-best-coffee-grinder-572x425.png 572w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/identified-search-intent-for-best-coffee-grinder-768x570.png 768w\" sizes=\"auto, (max-width: 824px) 100vw, 824px\"><\/figure>\n<p>\n\n<\/p>\n<p>If we\u2019re targeting this topic, making it search-focused means matching this search intent\u2014we\u2019ll need to create a list of the best coffee grinders for the current year.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<p>\n\n<\/p>\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">Search Intent in SEO: What It Is &amp; How to Optimize for&nbsp;It<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<p>\n\n<\/p>\n<h4 class=\"wp-block-heading\"><a id=\"post-177350-_a667l7u1kf4b\"><\/a>Product-led<\/h4>\n<p>\n\n<\/p>\n<p>Product-led means ensuring you\u2019re not just creating content for the sake of it; you\u2019re also \u2018selling\u2019 your product. You want to be aware of which use case, feature, or service you want to weave into the narrative. Naturally, of course.<\/p>\n<p>\n\n<\/p>\n<p>Scoring a topic\u2019s business potential would have done 90% of the work here. If you\u2019re creating content about a topic that scored a \u201c3\u201d, then your product pitch would be natural. For example, we could easily add links back to our coffee equipment store after covering the best coffee grinders. Or, if we make our coffee grinders, we could pitch them as one of the best. (That\u2019s why I say the business potential score is our secret ingredient.)<\/p>\n<p>\n\n<\/p>\n<p>The challenge comes when you\u2019re covering topics that score a \u201c1\u201d or \u201c0\u201d. It\u2019s not impossible, but you\u2019ll need to be creative.<\/p>\n<p>\n\n<\/p>\n<p>For example, I recently covered the <a href=\"https:\/\/ahrefs.com\/blog\/seo-specialist\/\">topic \u201cSEO specialist\u201d<\/a>. It had a business potential of \u201c1\u201d and was tough to include a product pitch. Fortunately, I noticed that some job listings asked for experience with different SEO toolsets (including us.) It was the perfect segue to introduce our product and <a href=\"https:\/\/ahrefs.com\/academy\/certification-course\">certification course<\/a>.<\/p>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1188\" height=\"680\" class=\"wp-image-177361\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/an-example-of-how-i-managed-to-pitch-ahrefs-in-a-p.png\" alt=\"An example of how I managed to pitch Ahrefs in a post with a business potential of 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/an-example-of-how-i-managed-to-pitch-ahrefs-in-a-p.png 1188w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/an-example-of-how-i-managed-to-pitch-ahrefs-in-a-p-680x389.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/an-example-of-how-i-managed-to-pitch-ahrefs-in-a-p-768x440.png 768w\" sizes=\"auto, (max-width: 1188px) 100vw, 1188px\"><\/figure>\n<p>\n\n<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/product-led-content\/\">Product-Led Content: What It Is, Why Use It, and How to Get Started<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<p>\n\n<\/p>\n<h4 class=\"wp-block-heading\"><a id=\"post-177350-_ceimatm5dctc\"><\/a>High-quality<\/h4>\n<p>\n\n<\/p>\n<p>This is subjective. Everyone\u2019s standards are different. But here\u2019s how we think of quality:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Accurate<\/strong> \u2014 No hype, no lying. Every statement we make should be as accurate as possible.<\/li>\n\n\n\n<li><strong>Clear<\/strong> \u2014 No fluff\u2014delete all unnecessary words and sentences. Use jargon only when needed. When necessary, create illustrations to expand on ideas and concepts.<\/li>\n\n\n\n<li><strong>Helpful<\/strong> \u2014 Being product-led is important but the content should not just be aimed at pitching. The content should be focused primarily on helping visitors solve their problems, while creatively weaving our product into the context.<\/li>\n\n\n\n<li><strong>Unique<\/strong> \u2014 One way to make your content unique is to have skin in the game\u2014conduct experiments, run data studies, and write from personal experience. If having skin is difficult, then interview practitioners. Focus on <em>did<\/em>, not <em>could<\/em>.<\/li>\n<\/ul>\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">something i always look for when assessing the credibility of writing:<br><br>could\/should\/did<br><br>~ could: most writers talk about things you, the reader, could do. theoretical. abstract. based on no firsthand experience. should probably be disregarded. prime \u201ccontent marketing\u201d\u2026<\/p>\u2014 Ryan Law (@thinking_slow) <a href=\"https:\/\/twitter.com\/thinking_slow\/status\/1732403033969971701?ref_src=twsrc%5Etfw\">December 6,&nbsp;2023<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<p>\n\n\n\n<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-stand-out-from-ai-content\/\">How To Stand Out in an Ocean of AI Content<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Maintain high-quality, product-led, search-focused content\" data-section=\"content-maintenance\">\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\"><a id=\"post-177350-_27w4vpezpwa7\"><\/a>4. Maintain high-quality, product-led, search-focused content<\/h3>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>\n\n<\/p>\n<p>The deterioration of your content is inevitable:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Search-focused<\/strong> \u2014 Your rankings may drop because of competitors. Or you didn\u2019t even rank the first time round. Or your target topic\u2019s search intent changed (e.g., the word <em>corona<\/em>\u2019s search intent changed during the void years of 2020-2022.)<\/li>\n\n\n\n<li><strong>Product-led<\/strong> \u2014 You may have new features, services, or use cases to introduce. Or your team has depreciated certain features or abandoned some services.<\/li>\n\n\n\n<li><strong>High-quality<\/strong> \u2014 Statements may become inaccurate over time. Or your unique idea was so successful that everyone else copied you (and outranked you.) Or you might have better ways to reword sentences and paragraphs. Or just simply the ideas, screenshots, and content has become outdated.<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<p>That\u2019s why you don\u2019t build a train track and disappear. You have to actively maintain it to keep it working. (I\u2019m looking at you London tube.) Same goes for your content.<\/p>\n<p>\n\n<\/p>\n<p>The way to maintain your content is to conduct regular content audits. We do this every quarter\u2014Each writer on our blog team goes through their portfolio of articles and selects at least three pieces to update. Each writer may also choose a couple to do a full rewrite.<\/p>\n<p>\n\n<\/p>\n<p>I highly recommend going through our content audit template so you can see what went wrong with your content and what to do with it&nbsp;next.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-audit\/\">Follow Our Content Audit Process (Template Included)<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\"><a id=\"post-177350-_kbqv9j8gegge\"><\/a>Final thoughts<\/h2>\n<p>\n\n<\/p>\n<p>SEO and content marketing may be different marketing types, but that doesn\u2019t mean you need to do one to the exclusion of the&nbsp;other.<\/p>\n<p>\n\n<\/p>\n<p>Both channels are highly compatible and as you see above, can be designed as an entire strategy that hits all important marketing objectives.<\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>In fact, you should combine them for greater effectiveness in your marketing. Two main reasons: 1. Content marketing and SEO are like peanut butter and jelly\u2014they work well together Content marketing is the process of creating and distributing content to<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73,335],"tags":[],"coauthors":[339],"class_list":["post-177350","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Combine SEO and Content Marketing (The Ahrefs\u2019 Way)<\/title>\n<meta name=\"description\" content=\"Here&#039;s how we combine SEO and content marketing to get hundreds of thousands of search visits each month.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/seo-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Combine SEO and Content Marketing (The Ahrefs\u2019 Way)\" \/>\n<meta property=\"og:description\" content=\"They&#039;re complementary.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/seo-content-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-22T16:34:18+00:00\" \/>\n<meta property=\"article:modified_time\" 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