In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
To put it another way: a role of utmost importance! Good content and search engine optimization go hand in hand. This is especially true if you want to achieve long-term success with your marketing mix and eventually move away from paid media—with the exception of selected campaigns and short pushes.
SEO is the element that enables search engines such as Google to assign content to specific search queries. If the keyword and search term match, the relevant content is pushed to the top positions in the search engine results. And user behavior tends to favor the top results pages.
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If you want to be found, you have to do SEO
Of course, machine learning and search engine algorithms are now so advanced that they can also establish contextual connections between a search query and a piece of content.
However, those who design their content according to the old rules of print content and advertising campaigns are not only wasting potential, they also risk not being classified as relevant enough by search engines for certain terms. And that is the most important building block for having any chance at all of generating visibility with your own content marketing.
So, if your owned media meets the expectations of search engines, it is more likely to be consulted when users ask Google and other search engines questions: in other words, it will appear among the top results.
To make matters worse, users are increasingly switching to voice search and thus asking search engines specific questions or search phrases instead of just searching for a few keywords. As a result, the trend in SEO is increasingly moving toward concrete problem solving. So if you provide specific assistance for your product or service in your content pieces, you have a better chance of generating organic and high-converting traffic in a cost-effective way.
Those who take SEO rules into account in their content marketing—especially on owned media channels—have a powerful tool at their disposal to be found more easily by search engines in the first step and by users in the second step. This results in a positive return on investment. Every marketer should be aware that SEO is an essential part of successful content marketing.
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All the facts once again in the video
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