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The Never-ending Battle Between Content and SEO

June 6th, 2013

Posted by to Content Marketing, Online Marketing, Search Engine Marketing

shutterstock_128710910One would think that the development of content would involve the integration of SEO in a natural, normalized way. Unfortunately, it can be difficult to maintain a creative marketing strategy since there is often conflict between creating content for the sake of content and creating content for the sake of SEO. Sometimes the main problem between these two is the fact that they are coming from separate sides of an argument when they’re supposed to be working together.

Often, content marketing campaigns barely optimize digital assets for a search. They may use the bare minimum of their SEO abilities. So while the content might be charismatic and inspiring, it doesn’t appear anywhere on search engines. This is obviously a major problem, so why do content marketing campaigns do this? Well, often it involves confusion about SEO and its ability to bring in viewers, or even confusion about how to measure the impact of the viewers brought in by SEO.

However, the opposite is just as bad. Content created solely for the benefit of SEO is never engaging and is focused solely on attracting buyers via search engines. This might attract viewers to visit the content, but they won’t actually be driven to action because the content doesn’t sell them on what they wanted to know. Essentially, there can be no viewers of great content without SEO, and there cannot be great content if it’s solely focused on SEO. The problem isn’t necessarily with the creation of these areas either; often the marketing strategy is either solely focused on getting visitors to the site or else they are entirely focused on creating engaging content. It seems that this cycle of frustration between too much content and not enough SEO or too much SEO and not enough good quality content will never end. Thankfully, this isn’t true.

There must be total integration of both content marketing and SEO in order to solve this conflict. One cannot supersede the other. There must be incorporation of both good, quality content and a large amount of SEO in order to both draw attention and maintain attention. The search is extremely important in getting the customer to view the page, but the content of a page must be seen as equally important because it is what convinces the customer to stay.

The important thing to focus on when dealing with this debate is that both sides have a valid point, and yet they cannot exist without the other. SEO needs to be focused on a holistic approach to digital marketing that is ingrained within content marketing campaigns. Content marketing needs to understand that SEO has an important role in the content marketing strategy. For marketing companies that need to increase monthly visitors, it’s best to use a collaborative approach between SEO and content marketing strategies. This way, SEO can promote the content and the content can supply the SEO. Remember, however, that cheap SEO and content can cost your company more than it can save. Thus communication between these two areas is vital to any marketing strategy that wants to not only survive but also succeed in such a competitive and dynamic market.

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