How Content Marketing Can Help You Build Your Online Business
Content marketing and search engine optimization live in symbiosis. Good content is usually very heavily optimized for search, especially by the nature of the sheer volume and quality of it. The difficulty sometimes happens, though, when content marketers forget about the traditional understanding of the two concepts and, thus, fail to take the right view on how best to support the findability of good content. To help understand this failure to connect the two, it is useful to realize that content marketing is a strategic marketing practice while search engine optimization is more often seen as an offshoot of it.
Both concepts go hand-in-hand, of course. If a website is not generating traffic from its content, then keywords or key phrases in that content are worthless. However, if the website is doing well with traffic from its content – and that traffic is comprised of highly relevant keywords – then that traffic is much more valuable. The website’s performance in search engines reflects both of these concepts. A website’s rank, which is a major indicator of its standing in the search engine hierarchy, is determined, at least in part, by its relative success in getting the top keywords listed within its content.
So why is internal linking important? Internal linking is vital to the process of search engine optimization because it tells the search engines how highly relevant a site is, regardless of how many times its keywords are repeated on a page. For example, consider two sites – one with ten million unique pages and the other with three million. Let’s say the first site has two million keywords, whereas the second site has none. In order for the search engine to rank the first site highly, it needs to understand that it is important to list only those pages that are relevant to the keyword theme of the second site – and therefore rank it as highly relevant.
This is done by internal linking. Internal linking occurs when the linking text within your content contains keywords that are highly related to your own words. For example, if you wrote a review about X product, you would probably use “X review” as the internal link. “X review” is a good keyword to use because it conveys the message that this product is better than, or in some cases even identical to, the item that was reviewed. However, if your inner link were to say something like, “X is the best thing since sliced bread,” that would be considered spamming and you would not be listed on any search engine.
The purpose of internal linking is to get the search engines to realize that other sites value your content so much that they are willing to list you higher on their rankings for free – regardless of how relevant your pages are. This is the beauty of content marketing. If someone clicks on your page and is truly interested in your product, service, or information, they will most likely click on a link to your internal page. In this way, the pages work like links back to your main page. This way, both your internal and external links work to help boost your rankings.
So, don’t write off content marketing as useless. While content may not always win you top rankings in the search engines, content does have a place in search engines and shouldn’t be ignored. In fact, it can help you out just as much as your paid advertisements.