How to Combine Them Effectively

Organizations use content marketing to educate and nurture audiences. And creating helpful content that also leverages search engine optimization (SEO) best practices gives them the best chance of maximizing visibility in search results.

In other words, marketing works best when content and SEO go hand-in-hand.

In this article, we’ll cover what you need to know to combine the two approaches to maximize organic content visibility.

What Is Search Engine Optimization?

SEO is the process of making improvements to your website to improve its visibility in search results from search engines like Google and Bing.

For example, NerdWallet, a publisher in the competitive personal finance niche, features in the top organic (unpaid) spot on the search engine results page (SERP) for the search term “starter credit cards.”

And improving your rankings can increase organic traffic to a website.

How?

When your webpages rank well in SERPs, they typically get more impressions and clicks. Which means more people read and interact with the content on your site.

This is important for companies selling products or services online, digital publications that earn revenue through on-page ad placements, or any website that wants to increase traffic from search. Which encompasses pretty much every website.

And there are three main areas of SEO:

• On-page SEO: Involves optimizing parts of your webpages and focuses on elements like content quality, keywords, meta descriptions, and subheadings
• ...