Is content marketing an essential part of SEO?





Content is still king

So, let’s have a chinwag about something crucial in digital marketing, and that is SEO content performance. You’ve heard the saying, “Content is king,” a million times. But, let’s get down to brass tacks – how do you know if your content’s wearing the crown and ruling the roost?

Here’s the thing: content marketing is like the fuel that powers your business’s content marketing. If it’s good quality, it can move you up Google’s ranks; if it’s not, it can damage your business’s SEO.


So, what should my business be writing about?

First, content marketing isn’t just about throwing words on a page- and aiming to write 1,000 complete and utter waffles.

Instead, the marketing agency must create a strategy that involves creating and promoting valuable, relevant content marketing to help promote your company’s services or products. The goal? To drive profitable actions from your customers. SEO is about establishing yourself as a top dog in your niche, ranking for those long-tail keywords that are also important, and being seen as a thought leader.


How do you go about measuring SEO performance?

How do you figure out if your content marketing is hitting the mark?

How do you know if all those long evenings spent drinking coffee and writing thousands of words are paying off?

That’s where measuring your SEO content marketing performance comes into play- and to do this, you don’t have to pay much money for SEO tools; Google offers a brilliant tool, Search Console and Google Analytics.

You can use both free tools to see where your business ranks on Google for a keyword.


Setting goals

Before you dive straight into writing a 7,000-word article, you’ve got to know what you’re aiming for. Setting clear, smart goals for your content marketing is vital. For example, if you sell thousands of different products, which ones will you concentrate on first? Are you aiming to boost organic traffic or reel in leads so that your sales staff can call people back? What call to action will you use to achieve this? Will you use a Contact Us form? Pin down your goals, and you’ll have a map to measure your success.


Have you got your goals?

Good. Now, let’s talk about marketing tools. There’s a shedload of them out there, yet SEO agencies typically tend to use the same marketing tools to help you track how your content marketing is doing.

Our favourites are Google Analytics, Ahrefs, and Google Search Console. These tools will tell you how your business’s content marketing is performing.


The SEO metrics that matter

Let’s get into the nitty-gritty – the SEO metrics that tell you if your content marketing is winning or losing. We’re talking about backlinks, rankings, organic search traffic, clicks, impressions, CTR, conversion rates, and dwell time.

And your SEO consultant should monitor these. Each of these metrics gives you a piece of the puzzle, showing how your content marketing resonates with your audience. Are they engaged, or are they disinterested in the work?

If they are disinterested because, let’s say, the bounce rate is very high, then you should look to improve this work further.


Analysing your metrics using Google Analytics

Analysing these metrics isn’t just number-crunching; it does require skill; for example, has your organic traffic gone down over the weekend due to a Google algorithm update?

Has it decreased because there’s a technical SEO fault? For example, many pages can’t get indexed because the web designer has left a no index tab on?

Has the organic traffic decreased because an essential set of backlinks has been removed, weakening your business’s organic SEO? Because the do-follow backlinks, say from the BBC, have been removed?

You’ve got to read between the lines to see what they’re telling you about your content’s performance. Are people sticking around to read your stuff? Is the bounce rate high? Are they finding it in the first place? This is where you fine-tune your marketing strategy.


In conclusion

So, what’s the takeaway from all this? Measuring your SEO content marketing performance is vital, as it can act like an early warning detection system; for example, if the number of organic visitors steadily decreases, why is this? Is it because the text is boring to read?

Resulting in a high bounce rate? How can you solve this?

One way is to hire a different copy writer.

Or tell the existing copywriter to make the text more exciting and engaging.

It’s all about understanding your customers, sharpening your marketing strategy, and positioning your brand as a leader. Keep your eye on the right SEO metrics to turn your content marketing into a powerhouse that attracts, engages, and converts visitors into customers.