The main thing writers initially had against SEO was its single-mindedness is quantifying keywords and their density as the sole indicator of a given write-up’s quality. In the early days of digital marketing, SEO really did take keyword density very seriously.
Over recent years, Google’s search algorithm has gotten much smarter. The fact that most people have their queries answered on Google suggests how far along the search has come. The answer to almost any query a person might have is available on Google.
On-page SEO primarily deals with techniques implemented on the website. These practices solely involve methods that are used to improve the organic search visibility of a website. Improving on-page SEO refers to improving a number of factors such as content, meta-tags, and so on.
In any SEO or digital marketing course, on-page SEO has a large role to play in teaching students how a website can be discovered organically.
In this article, we discuss the role of content marketing in improving on-page SEO factors.
Improving Engagement Level of Content
Creating content is one thing, and making sure it resonates with the target audience is another. Making sure the quality of the content is up to scale is not something covered comprehensively in SEO which largely covers quantifiable metrics such as keyword density and LSI.
Content marketing is the technique used to make sure the qualitative aspects of content are met. As a practice, content marketing focuses on identifying the nature of the audience for whom the content is being written. Based on this information, the content written is framed according to the expectations of the target audience.
Unearth Important Keywords
In typical SEO keyword research, the keywords identified for a campaign are very conventional. The normal process followed for instance focuses on gathering long-tail keywords that can be ranked with relative ease.
A content marketing perspective changes the process. Marketers are forced to discover new types of keywords that can be used to bring in the relevant audience. This is because content marketing involves a deeper level of analysis of the target audience.
Find New Segments of the Audience
Along with finding new keywords, content marketing can also help marketers discover new segments of the audience. This is largely possible because content marketing involves a healthy level of analysis of one’s own industry.
Many digital marketers fail to understand the many areas the company or brand they represent can be relevant in. For example, a company selling life insurance policy is likely to target married men and women with families and an average age of over 35. However, another segment of the audience that can be targeted is unmarried men and women with younger siblings as dependents. This segment of the audience that was largely ignored at first can be targeted with a deeper audience analysis.
In conclusion, this article covers the main role of content marketing in helping on-page SEO factors that help improve search rankings.