Balance SEO And Content For A Strategy That Boosts Organic Traffic And Online Presence In Businesses

December 6, 2023

Balancing SEO and Content Marketing: Driving Organic Traffic and Boosting Online Presence

By Hannah Baker, marketing/tech/SEO/AI content specialist, SERPK

By working together to increase website traffic and generate leads, search engine optimization (SEO) and content marketing are both essential for achieving organic results. While search engine optimization (SEO) increases the visibility of a website in search engine results pages (SERPs), content marketing engages the audience you are trying to reach.

Outsourcing SEO services boosts search rankings, but engaging website content is what counts for visitors. Poor content can make visitors leave and never return, even if your website has great SEO. Poor SEO can prevent your target audience from finding your website, even if it has quality content.

What is search engine optimization?

Enhancing the visibility and ranking of your website in search engine results is what search engine optimization (SEO) refers to.

This is accomplished by adhering to the recommendations provided by search engines in order to enhance the relevance, authority, and trustworthiness of a website.

What is content marketing?

In order to attract and keep audiences, content marketing is a strategy that involves the creation and dissemination of valuable content. To encourage profitable customer action (such as making a purchase or signing up).

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Content marketing vs SEO

SEO and content marketing have different goals. SEO optimizes website and content for SERP rankings, while content marketing provides relevant content.

Web development companies use blogs to attract customers. Keyword research and SEO would help the company rank content for “e-commerce web design” and “mobile responsive design.”

Is content marketing part of SEO?

Content marketing helps SEO by creating valuable content that attracts and engages audiences, generates links and social shares, and improves website authority and relevance for search queries.

How to use SEO in content marketing

SEO is important for content marketing to reach more people and get organic website traffic.

SEO helps you reach your target audience by identifying their search keywords. Keyword research helps optimize content for search results, increasing visibility to users seeking industry-related information.

To include SEO in your content strategy, follow these tips:

Publish content for search engines

Publishing SEO content helps search engines understand and categorize your content. Your SEO content will rank higher in search results for relevant keywords, making it visible to potential customers.

According to Up Inc.,

An average 27.6% CTR makes the top organic search result 10x more likely to be clicked. The #1 Google result gets 34% organic traffic.

Google-top content increases engagement, conversions, and sales.

Unoptimized content is the opposite. Reduced visibility and reach due to not appearing in search results. Missed opportunities may result from potential customers not learning about your company, products, or services.

Covering relevant keywords can improve your article’s ranking. This helps search engines rank your SEO content higher and attract long-tail search traffic by making it comprehensive and relevant.

Conduct on-page SEO

The relevance, value, and structure of a web page can be improved through on-page optimization, which results in higher search rankings and increased user reach. Optimize 4 key areas for on-page SEO to help search engines understand your content better.

  • Page title and H1 > informs search engines and serves as the H1. Main Keyword: Title Formatting Keep it short to avoid truncation in SERPs.
  • Make use of header tags to ensure that headings and subheadings (H2-H6) are formatted correctly. In the H1 heading, avoid repeating keywords. It is important to incorporate variations and secondary keywords in order to improve search engine comprehension.
  • Be sure to include one or two target keywords in your title, and make sure it is both catchy and relevant. It is recommended that your meta description be a concise summary of the content of your page, which should include one or two keywords.
  • Make use of URLs that are descriptive and reflect the content of your page. Employ URLs that are succinct and free of any unnecessary parameters.

Cover topical map

The relevance of your website to the topic at hand is essential for search engines to comprehend the authority and expertise of your website. It helps match your content with the user’s search query and website topic.

If a user searches for “quickest breakfast recipes,” your food blog post on “breakfast recipes” can appear in search results because it is topically relevant to that search intent.

For the purpose of determining the relevance of websites and pages, search engines such as Google use algorithms. A number of factors, including keywords, content relevance, quality, comprehensiveness, and user intent, are taken into consideration by search algorithms.

When you publish content without having a strategy in place, Google will not consider you to be an authority on the subject.

You may struggle to establish your site as a trusted expert, which can impact traffic. The delivery of content that is both relevant and informative demonstrates in-depth knowledge and comprehension. It increases the authority of your website, strengthens your brand, and brings in more visitors and leads.

Covering the topical map of the subject with your content strategy will help you rank higher and attract more traffic. It is important to conduct keyword research in order to determine the topics and long tail keywords that your audience is looking for in order to make your website relevant.

Establish thought leadership

Through the use of content marketing, brands can establish themselves as authoritative sources on topics that are beneficial to their target audiences, thereby establishing thought leadership. The ability to differentiate oneself in social media and other channels by providing value to audiences is made possible through thought leadership.

Creating informative content like blog posts, social media updates, and podcasts can build your brand’s credibility. By doing so, you can inspire other people to link to your content, thereby generating backlinks that improve the visibility of your brand in search engines and make it easier for customers to locate your brand online.

Consistently deliver high-quality content to establish your brand as a trusted authority in your industry.

As a thought leader, you may be invited for guest posts, speaking engagements, or interviews. These opportunities can boost your reach and help you build a loyal customer base while increasing brand awareness.

Being more visible and recognizable to customers leads to higher conversion rates.

Use E-E-A-T

Google checks for E-A-T indicators in your content to assess credibility. Here’s our suggested approach:

  • Content should show firsthand experience.
  • Expertise indicates author’s knowledge on the subject. Licensed professionals for health, law, and finance.
  • Show authority through thought leadership and a good reputation in your niche or industry. Can include links and citations from other websites.
  • Show website credibility with customer reviews, ratings, and testimonials.In order to demonstrate your authority, you should demonstrate thought leadership and a good reputation in your industry or niche. Include citations and links to other websites that you have visited.
  • Customer reviews, ratings, and testimonials are a great way to demonstrate the credibility of a website.

Establishing your website as a trustworthy resource for users and search engines can be accomplished by adhering to the E-E-A-T guidelines.

Create evergreen content

Evergreen content is long-lasting and valuable, unlike topical or news-related material.

Creating evergreen content attracts traffic for a long time. It’s meant to be timeless and relevant, providing value to readers anytime. Evergreen content saves time and resources by being reusable.

Examples of evergreen content include:

  • Ultimate guides blog post
  • Checklists
  • Common mistakes or lessons learned
  • Glossary
  • Case studies
  • Resources
  • History

Online reputation management

SEO is useful for promoting your brand and showcasing your expertise to your target audience. This is called “ownable conversations,” which are unique brand perspectives.

So, here are some ways you can utilize SEO to own brand conversations:

  • Create Versus Pages > position brand as superior choice over competitors.
  • Create How-To Pages with detailed instructions, videos, and resources to help users understand and use your product.
  • Use brand and product names in target keywords.
  • Affiliates and partners can promote your products, but customers should hear from you too.

Brand communication helps address customer concerns, answer questions, and provide information about products and services. This can boost customer loyalty and advocacy, and create a positive brand image for potential customers.


Combining SEO and content marketing is key for driving organic traffic and increasing search visibility. Keyword research, content creation, optimization, and promotion help businesses expand reach, establish credibility, engage with audience, and increase conversions.

SEO and content marketing together are powerful for business success.

Author Bio

I am Hannah, a digital marketing content Writer. With over 6 years of exceptional experience in marketing content strategies, I have consistently demonstrated my expertise and accomplishments in the field. My experience in writting digital marketing on strategy development, AI, Technology, social media marketing, content creation, SEO optimization, email marketing, PPC campaigns, analytics, and website management. I’ve effectively navigated diverse industries, delivering successful campaigns and optimizing online presence. Additionally, I possess certifications in Digital Marketing Strategy and Social Media Marketing, further enhancing my expertise in this field. I also have a certificate from the American Medical Writers Association.

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