The growth of content marketing has created a permanent shift in the way marketers view SEO.Rather thantaking a purely technical approach to link-building, many SEO agencies are now expanding their services to include content production and promotion as a way of supplementing other ongoing optimization efforts.

Content marketing also has very different goals from search optimization.While SEO primarily attempts to improve visibility and acquire new customers, content marketing covers a multitude of goals, including new acquisitions,customer service, lead nurturing, PR, social engagement boosts and more.

1.Find a balance in quantity and quality
Your content team will want more quality content, but the SEO team might be more focused on quantity of output.The more content your teams can produce, the greater your company’s chance will be for showing up in search results for a wide range of search terms the team is targeting.Unfortunately, there is a ceiling for how much content you can produce before something gives out.If you focus too much on quantity, the quality of your content will take a hit as your teams struggle to produce more and more.

2.Focus on evergreen content.
SEO wizards have one job to do: build organic visibility to keep traffic flowing in.Your content team needs to align with that goal by producing the right kind of content.Jumping on trending topics and industry news can provide a significant spike in traffic immediately, leading to brand lift and new lead acquisitions. Your team should prioritize content that is highly useful to readers and contains actionable advice around those pain points.It’s critically important for SEO and Content to team up in this area, because it creates a beautiful traffic loop that has long-term benefits for your brand.As evergreen content grows traffic, gains links and deepens engagement, the search engine will eventually serve it more often for relevant searches.

3.Incorporate keywords.
As mentioned above, your SEO team should already know which keywords will improve visibility, but these keywords have to be used if you want to be seen.It’s not uncommon for content writers and marketers to balk at injecting keywords into content.Rather than pushing a writer or your content team members to pigeonhole specific keywords into their writing, let them produce the content that most naturally targets the audience.This method should creatively slip in some of the target words and phrases the audience searched for.

4.Review and reporting
This includes generating traffic, engaging the reader, contributing to conversions and ultimately pulling its weight in the funnel.Those reports need to be shared with the content side of your business. This way, both teams will recognize which topics or formats have the most significant impact and which of the poorly performing approaches need to be eliminated from the content strategy.

SEO and content marketing, you’re dealing with two very different disciplines that should operate together, since many common goals are shared.The success of one team greatly depends on thecontributions and dedication of the other.Whether you’re working with in-house, remote teams or a combination of the two, know that teamwork and consistent communication are crucial.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.