Content marketing and SEO need to work together to get the best results for your website. And getting the best results is the driving force behind content integration, right? We know, We know. Content integration sounds so complicated. Conversations begin with definitions and explanations and suddenly everyone is lost and the point never really hits home. So let’s start from a different angle — let’s start with the point.
It’s All About Keywords
Bottom line? Your web content needs to include your pre-defined keywords.
That’s basically what content integration is all about. Of course there is more work involved and you can dive deeper into different elements of SEO and how to gain more links, enhance your backend, optimize robots.txt etc. BUT to get the most out of your content and your marketing efforts there needs to be an SEO element and keywords in every aspect of your website and digital marketing efforts.
Unfortunately, somewhere along the way SEO got separated from the actual words on a webpage and the focus shifted from its very elemental beginnings. The result? Websites suffered. But not to worry. Getting more hits, better response from visitors, and that all-important conversion may be as simple as revising your content integration and putting more thought into the words that make up your web content.
Forget Keyword Stuffing
If you’re stuck in the days of throwing a handful of keywords into a webpage just to grab viewers, then you’re doing it wrong. Many of us remember those horrible days when completely unrelated words were strung together just to get people to visit websites. Those days are gone (thank goodness!), but we have moved into an era of poorly crafted content. Keywords awkwardly pop up here and there and then over there and again here so that the content does not feel reliable or valid. This is the opposite of your desired goal. While it may signal the search engines, it is doing nothing for your audience and it certainly isn’t earning you accolades in the form of link backs from coveted powerhouses.
What does accomplish these things is carefully crafted content that evolves out of a strategy focused on the big picture. At the heart of it, the mantra of “Content is king” is still true and it always will be true. People come to your website to view your content, they come back and develop brand loyalty when your content satisfies their needs. At the very core of content and SEO are keywords.
Ideally, a great content writer will do some research into the keywords for your industry to come up with a game plan that captures the most eyes. Then those keywords are woven into the content to signify to the search engines what your page is about and, at the same time, clearly speak to the audience.
The important takeaway here is that content is extremely important to the search engines, to your audience, and to your website. SEO and strategically crafted keywords need to be a primary concern when writing marketing content. The best way to do this is to hire professional web writers who understand how to create compelling content with SEO seamlessly woven in for effective content integration. This needs to occur not just on your webpages, but on every digital marketing piece your company creates to get the best results.
Feeling unsure about exactly how to make that happen? Let Filament light the way.
