Why should SEO always complement your content marketing

SEO and Content Marketing: What Difference?
Since the evolution of the Internet, some people sometimes confuse search engine optimization (SEO) and content marketing. For newcomers or companies that have just created their own website, these two concepts are quite disturbing. Even if the techniques used in SEO and content marketing are different, they merge and complement each other.

The real problem in the web world is that SEO and content marketing are usually handled individually. But in truth, these concepts are coherent and complementary. To put it simply, let's ask the question: how can SEO be surpassed by content marketing while the only way to succeed in content marketing is to establish an excellent SEO strategy?

These two strategies are closely related. With this in mind, the marketing team and SEO consultants will be required to collaborate if they want to improve the ROI of their company. Several well-informed entrepreneurs have even agreed that SEO and content marketing are only one strategic element. In order to clarify things, the ideal is to redefine the functioning of these two concepts.

Literally translated as "search engine optimization", SEO brings together different techniques to improve the positioning of a website on the first pages of Google, Bing or Yahoo. The goal of SEO is to optimize the visibility of a website on these. To achieve this, the marketing team will have to design an effective SEO strategy based on their knowledge and experience in web 2.0.

Natural referencing is oriented towards several levels and uses many strategies. The SEO strategy relies mainly on the choice of keywords on which the site wishes to position itself on search engine SERPs. It will be necessary to define its target audience, to determine its expectations in order to meet its respective needs.

After this step comes the content optimization. For Google, the latter is "ROI. It will therefore be necessary to create unique and relevant content to meet the needs of Internet users. By following the logic, SEO and content marketing are inseparable. A web page must disseminate textual or visual content, providing useful information to users in relation to the company's field of activity.

Moreover, the work of natural referencing touches other areas, in particular the optimization of the code of the website itself. It will also be necessary to set up a strategy of netlinking adapted to improve the external mesh with other sites of renown. Finally, the SEO team must follow up regularly and analyze the results after each SEO campaign.

Natural referencing is an unavoidable and complicated process when promoting a product or a service on the web. For the Internet giant, Google, a website must contain content that is well-suited to each user profile, hence the value of developing a content marketing strategy.

Several criteria are however to be taken into account for the implementation of the latter. Also called editorial strategy, content marketing requires the definition of its target audience. After having determined its visitors, it is necessary to select the appropriate keywords in order to better reference its website.

The goal of content marketing is to optimize its traffic using the best tone and the most appropriate approach angle. After this step, digital channels such as social networks, forums, RSS feeds, partner sites, etc. should be taken advantage of. By doing this, it is easier to do viral marketing to improve ROI or return on investment.
SEO and Content Marketing: Two Interrelated Concepts
SEO and content marketing need to be synergistic. Although the latter is a fairly recent concept, it is important in a digital marketing campaign. As we saw above, these two web strategies are intertwined to the extent that natural referencing sets out the requirements, while content marketing accomplishes them.


Without quality content, SEO can not exist. It requires keywords, articles, verbiage, and other visuals. For search engines and SEO, content is always ROI. To meet this expectation, the marketing team is obliged to create content, and this is where the content marketing strategy comes in.


To better position themselves on search engine SERPs, SEO consultants rely on targeted keywords. Google's algorithms, for example, focus on these to better rank a website on its results. An effective editorial strategy will need to be developed to effectively apply the use of these key words or phrases. The only way to properly use keywords is to integrate them strategically and intelligently into its content.


Backlinks are important elements in natural referencing. This is a technique allowing to have external links that point to its own site to improve its quality score (QS) on search engines such as Google. Through this technique, it is easier to increase its traffic, hence the number of its visitors and potential customers.

Contrary to some preconceived ideas, SEO and content marketing are two web strategies that harmonize and complement each other perfectly. By shifting from one to the other, it will be harder for a company to stand out from the competition and forge its notoriety on the Internet.