Even today, in 2023, it seems as though there is some confusion about the nuanced differences between what is technically “SEO content” and what is “content marketing content.”
Truth be told, there are some distinctions you could draw if you really wanted to. But the lines between them are becoming blurred.
With that said, let’s take a look at what some of the categorical distinctions are and how content marketing helps search engine optimization efforts work better, nonetheless – and what an eCommerce SEO company can do to help that along.
It Comes Down to Visibility Vs. Engagement
Ultimately, the purpose of content specifically written for SEO purposes is to get more eyes on it (or on a target page yoked to it). The copy itself isn’t necessarily designed to stimulate and interest – although it should.
It contains keywords, answers queries, and is arranged in such a way that Google finds it favorable and assigns it higher rankings.
It doesn’t necessarily need to be show-stopping copy, and at the present time, voice is hardly even considered. It could be flat boring, but if it answers the search query, it will get good rankings. That doesn’t mean human readers will love it.
As Google’s emphasis on UX continues to climb, this may change, but at the current time, that’s the way the cookie crumbles.
Now, content for content marketing purposes is more or less produced without a care in the world for keywords or search volumes. It’s written starkly and expressly for the purpose of cultivating interest and engagement.
This presents a unique challenge. What would otherwise be an excellent bit of page copy or a blog might never get seen, but for the fact that it either contains focus queries that are too competitive, or those for which there is basically no search volume.
This is the difference – as it stands now – between content written expressly for SEO purposes and that produced for content marketing. As SEO evolves, content gets better and better and places UX at the core.
But until such day arrives that even sages and seers cannot differentiate between the two, there is a distinct way that SEO directly helps content marketing work more efficiently.
The Power of Internal Linking and the Customer Experience Funnel
Suppose you have a series of posts or videos on your website that you know are knockouts, based on user experience metrics like time on page.
Let’s also say that traffic is laughably low, specifically organic traffic. The best way to boost that is with SEO efforts.
Say you create a well-optimized landing page or a blog that you know will rank well and will pull in visits. You’ve got your chance to direct traffic, right there. Think of SEO copy as the billboard or ad that directs attention to what you really want your visitors to see.
In this case, it’s largely about internal linking. A post that ranks well, organically, and gets a lot of clicks is a prime opportunity to funnel traffic where you really want it to be.
Once you get someone on that piece of well-optimized content that ranks competitively, it’s your blank canvas. That’s your chance to funnel them off to the pages, videos, or other content that you want to perform well – with internal links.
It’s like that organic copy is the hook; once you’ve gotten their audience, you can do as you choose.
And that is precisely how well-optimized copy gives a boost to content marketing that won’t rank well on its own.
Learn More About What eCommerce SEO Companies Do
Thinking it might be time for your business to invest in an organic digital marketing strategy with the help of an eCommerce SEO company?
Get in touch with 1DigitalⓇ Agency (1DigitalAgency.com) via the previous link or at [email protected].