Content Marketing and SEO: How To Improve Your Organic Search Visibility

You can think of SEO and content marketing as two sides of the same coin: SEO brings the audience to your website, and content marketing keeps them engaged, builds trust, and turns visitors into customers. Relying on just one or the other is like trying to win a race with one shoe on – unless you are really determined you probably won’t get very far, and not without some pain along the way.

A lot of brands still operate under this siloed approach, thinking SEO is all about keywords and technical tweaks while content marketing is just about storytelling. This leads to missed ranking opportunities, lower visibility, and less traffic from search engines. You really can’t just create content, cross your fingers, and hope it ranks. In the same way, optimising for SEO without thoughtful, engaging content won’t build long-term success and is unlikely to convert the traffic you do get from those efforts.

When you use both, they can become a powerful combination that can grow your online presence. By bringing SEO into your content marketing efforts you will be optimising for search engines and the people who will read your content. Driving more organic traffic but also improving your site’s authority and trustworthiness. 

So let’s look into how you can start merging content marketing with SEO.

Understanding the Differences: SEO vs. Content Marketing

Before we get too deep into how content marketing and SEO work together, it’s important to understand each on its own. Both play a role in your digital strategy, but they do so in different ways. And while they’re not the same thing, the real magic happens when they’re combined. 

Let’s break them down.

What Is SEO?

Search Engine Optimisation (SEO) is all about optimising your website and content so search engines, like Google, can see your website and find it easy to find, crawl, and index. Why is that important? For your website to be able to appear in search engines it needs to be discoverable to the little bots that search engines send out. Once they can find you, then you can focus on ways to rank higher in search results. You’ll want to target keywords and phrases relevant to your business so that the customers who are already looking for your services or products can actually find you.

Keeping it simple, SEO has three major areas:

1. On-page SEO: This involves optimising individual pages of your website, focusing on elements like title tags, images, headers, and keyword usage in the content on the page. It often also includes making sure your content is readable, engaging, and relevant to the search intent behind a given query (we will talk about search intent later).

2. Off-page SEO: This part is mostly centred around backlinks, off-page SEO involves external signals that “prove” your site’s authority. You can think of it as a sort of reputation “score” or “digital word of mouth”, so when credible sites link to your content, search engines view your website as more trustworthy.

3. Technical SEO: This is everything that happens behind the scenes, and is largely about making sure your website’s infrastructure is optimised for crawling and indexing (we are oversimplifying things a bit here but this is just an introduction to these areas). This can also include factors like site speed, mobile-friendliness, URL structure, and reducing or removing duplicate content.

Each of these areas of SEO plays a role in helping your website appear in search results – but alone often won’t be enough to carry you to the top and keep you there.

What Is Content Marketing?

Content marketing is about creating and distributing valuable, relevant, and consistent content to attract and engage your target audience. But that sometimes ends up being oversimplified to the point people assume it is just blog posts. Content marketing is so much more than just blog posts. It can include everything from videos and podcasts to infographics, case studies, and eBooks – created either to inform, entertain, or solve problems for your audience.

Content marketing is storytelling. It’s your opportunity to showcase your brand’s personality, and build trust while nurturing a long-term relationship with your audience. If done well, content marketing can drive traffic but also position your brand as an authority in your industry or niche. This is so important because when customers can consistently find value in your content, they’re more likely to engage with your brand, make a purchase, and keep coming back to you for more.

Aren’t SEO and Content Marketing the Same Thing?

Now, here’s where many get it wrong. SEO and content marketing are not interchangeable – but they are linked (did you want to add an SEO joke? No? Okay, fair enough). Without SEO, your content might not get found by search engines. And without content, SEO would have very little to work with (and optimise).

The main goal of SEO is to help people find your content (and website) through search engines. This means more visibility, more traffic, and ultimately, more opportunities to connect with your audience and achieve your business goals. But content is what actually gets indexed and ranked in search results. So when they are both done well, content marketing supports SEO by providing valuable, high-quality information that meets the needs and intent behind user queries – whether they’re looking for answers, entertainment, or solutions.

On the flip side, SEO supports content marketing by making sure that your content is visible, easy to navigate, and structured in a way that appeals to both users and search engines. This is why good content marketing needs a solid SEO foundation. Without it, even the most well-written content can get buried under the competition. An SEO strategy without valuable and engaging content is like having a billboard on a deserted highway – no one will ever see it.

SEO and content marketing are complementary and when combined, can significantly improve your online presence. It’s no longer a question of choosing one over the other. You really need to leverage both.

How Content Marketing Supports SEO

Now that we have a better understanding of the basics of SEO and content marketing as separate parts, it’s time to figure out how exactly they work together. This is where the real magic is. Content marketing is so much more than just writing good content – it needs to be the right content, discoverable by search engines, and above all MUST be valuable to users because it is relevant and helpful.

And that’s where SEO comes in... 

Optimising for Keywords: Keeping the Balance Between SEO and Content Marketing

Keyword optimisation has evolved far beyond simply peppering your blog posts with search terms (I’m looking at you, keyword stuffing!). Now things have changed and it’s largely about understanding user intent – why someone is searching for a particular keyword – and creating content that satisfies that intent.

This begins with solid keyword research. Tools like SEMrush or Ahrefs can help you identify the keywords your target audience is using and what type of content is currently ranking for those terms. But here’s the important part: don’t just focus on high-traffic keywords – aim for a balanced strategy that also includes long-tail keywords and terms that are hyper-relevant to your niche. These more specific search terms often have lower competition, but they capture users with more intent to convert.

Make sure you are using your keywords naturally throughout your content, especially in the title, headers, and meta description. But be careful not to fall into the trap of "keyword stuffing," which is when you overuse keywords in an attempt to game the system. Search engines have gotten smart(er), and unnatural keyword usage will get you caught out (eventually) in Helpful Content Updates and Core Updates. The focus should always be on providing value to the reader first, with keywords woven in where it makes sense to do so.

Content Types That Boost SEO

Not all content is created equal – different types of content perform differently with both search engines and users. To fully leverage content marketing for SEO, diversify your content types. Each type of content should serve a specific purpose and cater to each stage of the buyer's journey.

• Blogs: Blogging is still one of the more common and well-performing types of content. Regularly publishing well-optimised, valuable blog posts will help to improve your site’s overall ranking potential. Blogs are perfect for targeting long-tail keywords and answering common queries in your industry. Just make sure you are also including other content formats as well – blogs may not always be the only answer.

• Infographics: Visual content, like infographics, can help make complex information easier to understand and share. Infographics can be shareable and have been used in the past to gain backlinks, an important element of off-page SEO.

• Videos: Video content is still growing rapidly, and search engines have been giving it more weight. Including video content not only appeals to users who prefer watching over reading but also keeps visitors on your page longer.

• Podcasts: While not traditional SEO content, podcasts can offer a unique opportunity to connect with your audience. Transcribing podcast episodes and optimising them for relevant keywords is another way you can help your podcast content show up in search results.

• Whitepapers & Case Studies: These are ideal for B2B businesses and users looking for detailed insights or evidence-based content. Whitepapers and case studies are great for establishing your authority on a subject and attracting niche, high-value traffic.

Internal linking is an SEO tactic that's often overlooked, but it's a powerful way to boost your content marketing efforts. By linking to other relevant pages on your website, you distribute value across your site and provide valuable context for search engines. It’s like creating a guided tour for your audience and the search engine bots – showing them how different pieces of content connect and relate to each other. For example, linking a blog post to a detailed case study or a relevant product page strengthens the SEO of both pages. It also improves user experience by guiding visitors deeper into your site, encouraging them to explore more of your valuable content and increasing the likelihood of conversions.

Different content types also allow you to target different search intents. For example:

• Blog posts typically serve users looking for quick answers or insights (informational intent).

• Case studies and whitepapers target users who are ready to make a purchasing decision and need validation (commercial intent).

Offering a variety of content types will help you meet a broader range of user needs, keeping visitors engaged and returning to your site. This diversity also increases your chances of ranking for different types of search queries, improving overall visibility.

📈 How to Measure Success

Creating great content is only half the battle; understanding how to measure its impact is where the strategy comes into play. Data drives decisions, and knowing which metrics to track and what they mean for your business can be the difference between a thriving content strategy and one that’s stuck in the mud. To gauge the effectiveness of your content marketing efforts, you need to keep a close eye on both SEO metrics and content marketing KPIs. 

Let’s break it down.

SEO Metrics to Track

When it comes to measuring the SEO performance of your content, some key metrics can give you an idea of how well your content is performing:

• Organic Traffic Growth: Tracking organic traffic shows you how many visitors are finding your site through search engines, which is a direct reflection of how well your content ranks for targeted keywords. If your organic traffic is consistently growing, it’s a solid sign that your content is gaining traction in search results.

• Engagement and Bounce Rate: Bounce rate measures the percentage of visitors who leave your site after viewing just one page. A high bounce rate might indicate that your content isn’t meeting the needs or expectations of the user. A low engagement rate means visitors are finding your content valuable enough to stick around and explore more and are not interacting with your website. It is important to note that if you have a high bounce rate but the conversion rate is high for that page it may actually be serving its purpose. Balance the expected outcome with the data to determine if this is a good or a bad thing.

• Time on Page: This metric tells you how long visitors are staying on your page. Longer time on page typically signals that your content is engaging and relevant to the audience. It can be a sign that your readers are finding your content useful, which is also considered a positive signal to search engines about its quality.

• Keyword Rankings: One of the more direct indicators of your SEO success is how well your content ranks for targeted keywords. Tracking keyword positions over time helps you see which pieces of content are performing well and which might need some optimisation love. The higher you rank for relevant keywords, the more visibility you gain in search results.

To track these metrics effectively, tools like Google Analytics and Google Search Console are your best friends. They offer insights into traffic patterns, and user behaviour, and can give you clues to determine if your content is aligning with the intent for search queries. For a more comprehensive view that includes competitor analysis and specific information on the search intent for keywords, you will likely need tools like Ahrefs and SEMrush. These tools provide additional data on keyword rankings, backlinks, and content gaps that you can leverage to refine your strategy.

Tracking Content Marketing KPIs

While SEO metrics focus on how well your content is performing in search, content marketing KPIs give you a broader view of how effectively your content engages your audience and drives conversions.

• Social Engagement Metrics: These are the signals that show how your audience is interacting with your content. Metrics like social shares, comments, and inbound links are clear indicators of how much your content resonates with your readers. If people are sharing and linking to your content, it means they find it valuable, which not only boosts your credibility but also improves your SEO through increased visibility.

• Lead Generation/Sales Metrics: Ultimately, the goal of content marketing is to drive leads and conversions. Metrics like conversions from content (how many visitors sign up for your newsletter or download a whitepaper), email sign-ups, and other lead-generation actions show how effectively your content is turning readers into potential customers. If your content is driving a steady flow of leads or sales, it’s a good sign that you’re attracting the right visitors.

Tracking these KPIs helps you understand the impact of your content beyond just traffic. It’s not just about how many people see your content; it’s about how many people are taking meaningful actions because of it.

Using analytics tools like HubSpot for lead tracking or UTM tracking for measuring social engagement can give you a clearer picture of your content’s overall impact. The more you understand these metrics, the better you can fine-tune your strategy to deliver content that not only ranks well but also drives real business results.

Bringing SEO and Content Marketing Together

We’ve covered a lot of ground in this guide, diving deep into the essential relationship between content marketing and SEO. By now, you should have a better understanding of these two strategies. Alone, they can make some noise, but together, they create a powerful strategy that drives real, sustainable growth for your brand.

The biggest takeaway? SEO and content marketing are most effective when they work together. SEO lays the foundation by making sure your content is discoverable, structured, and aligned with what search engines look for. Content marketing then steps in to engage, inform, and connect with your audience, turning casual visitors into loyal followers. The magic happens when both strategies are finely tuned to work together, amplifying each other's strengths.

But remember, building a good SEO-content strategy doesn’t happen overnight – it’s a marathon, not a sprint. The best approach is to start small and stay focused. Begin by aligning your content creation efforts with basic SEO principles, like targeting the right keywords, creating high-quality, user-centric content, and optimising your site’s technical foundation. Once you’ve got the basics down, you can gradually expand your strategy by experimenting with more advanced techniques, such as repurposing content, leveraging AI tools, and refining your internal linking.

Along the way, don’t be afraid to test, tweak, and adjust your strategy based on what the data tells you. SEO and content marketing change and evolve constantly, so being adaptable is the key to staying ahead. Use the insights from content audits, keyword rankings, and user engagement metrics to inform your decisions and keep improving.

Most importantly, keep the user at the heart of everything you do. Creating content that truly meets your audience’s needs is the ultimate goal, and when you achieve that, the rankings, traffic, and conversions will follow.

Over to you

As you move forward, think of your SEO content strategy as a living, breathing thing – feed it with the right balance of creativity, data-driven insights, and a willingness to adapt, and you’ll see it grow into a sustainable driver of success for your brand.

Now it's over to you, to turn your content into a magnet that attracts, engages, and converts. Start with what you have, optimise what you can, and grow as you go. By combining SEO and content marketing, you’re on the right path to building your strategy and a foundation for success.

📚 Additional Resources: Tools and Resources for SEO and Content Marketing

As you continue to refine your SEO and content marketing strategy, having the right resources and tools at your fingertips can make all the difference. Whether you’re just getting started or looking to take your efforts to the next level, these guides, checklists, and tools will help you stay on track and ensure that your content is consistently optimised for maximum impact.

Remember, the tools and guides you choose will depend on your specific goals and where you are in your SEO journey. Start with the basics, master them, and then gradually expand into more advanced techniques. The most important thing is to remain adaptable and continue learning – SEO and content marketing are constantly evolving fields, and staying ahead of the curve will give you the competitive edge you need.

These resources and tools will help you streamline your strategy, focus your efforts on what truly matters, and create a solid foundation for long-term growth. By combining the right tools with a solid strategy, you’ll not only amplify your content’s reach but also drive consistent, high-quality traffic that turns visitors into loyal customers.

• Guides and Resources for SEO

  These resources will provide you with a comprehensive understanding of SEO principles and actionable steps to optimise your content effectively:

  • Moz Beginner’s Guide to SEO: An in-depth resource that breaks down SEO fundamentals, from keyword research and on-page optimisation to link-building strategies. Perfect for those who want to build a strong SEO foundation.

  • Google Search Central (formerly Webmaster Guidelines): Google’s official guide on best practices to make your site more crawlable and indexable by search engines. This resource is a must-read to stay updated on Google’s recommendations.

  • SEMrush Content Marketing Toolkit: A great resource for content marketers looking to optimise their content. This toolkit offers templates, checklists, and guides for crafting content that is both engaging and SEO-friendly.

  • Yoast SEO’s Ultimate SEO Checklist: This checklist covers everything from technical SEO to on-page content optimisation. It’s particularly useful for WordPress users who want to make sure their site meets the latest SEO standards.

  • Ahrefs’ SEO Checklist: A practical checklist that provides actionable steps for boosting your site’s rankings, improving content quality, and increasing overall visibility. Ideal for anyone looking to take a data-driven approach to SEO.

• SEO and Content Marketing Tools

  To make the most of your SEO and content marketing efforts, having the right tools can really help. These are some of the most trusted tools in the industry that will help you develop your strategy, measure performance, and uncover new opportunities:

  • SEMrush: SEMrush is a versatile tool for keyword research, site audits, competitor analysis, and content optimisation. It’s an all-in-one platform that provides insights into your SEO performance and helps you fine-tune your strategy with data-backed decisions.

  • Ahrefs: Known for its powerful backlink analysis and keyword research capabilities, Ahrefs is a favourite among SEO professionals (and my personal favourite!). It’s particularly useful for tracking your rankings, analysing competitor strategies, and discovering content gaps that you can fill.

  • Yoast SEO: If you’re using WordPress, Yoast SEO is a great plugin for simplifying on-page optimisation. It offers real-time feedback on your content’s readability, keyword usage, meta descriptions, and more, ensuring that your pages are set up for search success.

  • Google Analytics and Google Search Console: These free tools from Google are essential for understanding your website’s traffic, user behaviour, and performance in search results. Google Analytics provides insights into audience engagement, while Search Console helps you monitor and improve your site’s visibility in search.

  • ChatGPT and AI Tools: AI tools like ChatGPT can assist with content creation and ideation. Use AI to brainstorm topic ideas, draft outlines, and fine-tune keyword placement. Just remember to use these tools as a supplement to your creativity, not a replacement.

• Free Tools for Quick Wins

  If you’re looking for quick wins without a heavy investment, these free tools can still make a big impact:

  • Ubersuggest: This tool by Neil Patel offers keyword suggestions, content ideas, and basic site audits – all for free. It’s great for getting a snapshot of your SEO performance and identifying low-hanging fruit.

  • AnswerThePublic: This tool generates a list of questions and topics people are asking about in your industry. It’s perfect for finding new content ideas that directly target your audience’s needs.

  • Canva: When it comes to creating visuals like infographics and social media graphics, Canva is a simple yet powerful tool. Visual content is a great way to boost engagement and shareability, both of which contribute to better SEO.