Thoughts, stories and ideas.

There’s a bit of confusion over SEO and content marketing about how they fit together. Do they fit together? Are they at odds with each other? If so, is there a way to use them together?

They go together. They just fit. Now let me share why I say SEO is all about content marketing.

The Problem with SEO and content

The base of the problem is that SEO and content marketing are separated, referring to them as two different concepts. The truth is, however they always go together

It’s time to bring the two back together. The only way to be successful is a combination of your SEO and content marketing.

Now how to incorporate both of them….

Define Your Topic Area

I bet you expected to start with keyword research as the first step into integrating SEO into your content strategy.


Keyword research on its own doesn’t make a SEO strategy.

We first begin by defining your brand’s purpose and expertise.

What kind of distant content can you offer to an audience?

Start here. This is your topic area that will guide you through audience research, keyword research, and SEO content creation. This helps you position advantageously for creating content that converts.

Once you have your topic area nailed down, you’ll be able to combine this with your audience data to come up with all kinds of content topics, ones that are in your wheelhouse and appeal to readers.

Define Who You’re Targeting in Search

Who is your audience?

That’s the next big question which you need to tackle when you’re setting up an SEO content strategy.

There are a number of ways to narrow this down. Here are a few suggestions:

Check for your current customers for clues .

Analyze their similarities. Write down your discoveries.

Find out who your competition is targeting.

Look out for followers on social media, customer reviews and blog comments. Don’t target the same audience – figure out how you can branch out or expand from this current audience.

Outline the benefits of your product/service and discover the type of people who might need it.

Conduct surveys and figure out which consumers are actually thinking about your product/service, including common questions you may be able to answer in your content.

Create audience personas based on all the data you collect. Each persona should represent an ideal customer. Refer to these personas as it will help you create content to speak to the audience.

3. Find Keywords that Hit Your Topic Area and Target Audience

Finally: Time for keywords.

Now that you know your expertise and who you need to target, you can combine this knowledge into super-effective keyword research.

In short, you should start with keyword research opportunities that point to topics your audience cares about.

Here’s a quick way to go about that:

Step 1: Begin with a broad search term that falls right under your industry expertise.

Example: If I sell running shoes, I would start with that broad, root keyword: “running shoes.”

Step 2: Narrow down that search term by thinking about these factors:

-  Your bestselling products/services

-  Variations of those keywords

-  Product/service features

-  Questions your customers might ask Google to find your business or buy your product

Step 3: Put it all together. Next step is to come up with a rough list of ideas to look into further using keyword research tools.

Example: From my broad, root term, “running shoes,” I come up with this list:

-  Women’s Nike running shoes (one of my bestsellers)

-  Women’s Nike running sneakers (a variation of the keyword using different wording)

- Running sneakers cushioned sole (my root term + features of my product)

-  What kind of running shoes should I buy? (a common customer question)

Step 4: Check your tools. Using your list of potential keywords and your favorite tool, search each one to find your best opportunities.

The keyword suggestions I get when I research “women's Nike running sneakers”

Keeping that mind, you may come up with a much longer list. You’ll just need time to plug those terms into the keyword research tool of your choice.

4. Optimize Intelligently

You can pump up your content during creation once you’re high-ROI keywords are in hand.

By optimizing this content intelligently you grab every chance for search engines to rank your content. That must include things like:

-  Using your target keyword in the header tags and meta tags.

-  Making your content relevant, high-value, and comprehensive.

-  Sticking to a consistent publishing schedule.

And more....

5. Create Your Content on Your Own Internet Plot

Before you start publishing and sharing your content, you must have a place where it can live, where you can build your authority, relevance, and trust.

Publishing content on your own platform is a must more than ever.

Social media sites like Facebook, Twitter and other content sites like Medium, are borrowed space. Posting content on such platforms isn’t guaranteed.

Plus, as Baremetrics makes it clear in their own experience by posting exclusively on Medium, posting off-domain on a proprietary platform means the “face” of your content is erased.


I could continue to discuss this because the possibilities are endless. SEO is actually all about content marketing. And content marketing is all about SEO. Bring these two together. Alone, they are impotent. Together, they are dynamite