Connect with us


How to Combine SEO & Content Marketing for Amazing Results



How to Combine SEO & Content Marketing for Amazing Results

Content marketing and SEO are often seen as synonymous, but that’s not the case. While it can be difficult to differentiate between the two in some instances, the truth is they’re two different marketing approaches.

However, they do fuel each other. And when strategically combined, they can maximize your results, including increased traffic and conversions.

This article will teach you when to combine the two and the exact framework you need to follow to get the desired results. Let’s start by understanding content marketing and SEO first. 

What is content marketing? 

Content marketing is the process of creating and distributing valuable and relevant content to attract, convert, and retain customers so you can increase revenue and ultimately grow your business. 

Here’s an example: At Ahrefs, we create content that teaches users how to solve different problems and grow their website traffic using our tools. That’s content marketing.

What is SEO? 

SEO (search engine optimization) is the practice of optimizing a website to increase the quantity and quality of its traffic from a search engine’s organic results. It involves keyword research, content creation, technical audits, and link building.

Since finding information in search engines is one of the top ways users discover web content, SEO is critical if you want to increase your website traffic organically. 


When should you combine the two? 

SEO as a distribution channel for content marketing is a no-brainer if your audience is searching for solutions to problems that your business helps solve. 

For example, a lot of our potential customers are searching for terms like “keyword research,” “link building tips,” and “seo basics” in Google. So we create relevant product-led content targeting these keywords and optimize them to rank on Google to attract and convert these users.

This blog that you’re reading, for instance, is an excellent example of this. As you read, you’ll also understand how we’re using this article to market our products. 

How to get started

Now that you have a clear understanding of when to combine SEO and content marketing, let’s go through the exact step-by-step framework you need to follow. 

We’ll cover finding the right topic idea, tips for creating informational content optimized for SEO, and more.

Let’s dive in. 

1. Find the right keywords

A common mistake marketers make is creating content around keywords that lack informational intent or, even worse, creating content without doing any keyword research first.

Before you create anything, you need to find informational keywords your audience is searching for that represent problems your business can help solve. These are the keywords that can drive profitable customer action. 


You can find informational keywords by using Ahrefs’ Keywords Explorer. Here’s how: 

  1. Enter your seed keyword
  2. Go to the Matching terms report 
  3. Add keyword modifiers like what, who, guide, how, and tips to the “Include” filter and select “Any word”
See also  103 Small Business Marketing Ideas To Help You Grow

You’ll now see a list of keyword ideas with informational intent to potentially create content around. 


2. Analyze and match search intent

Writing a helpful article or a guide targeting a particular keyword is not enough to rank. You need to analyze search intent and match it. While often overlooked, this is critical to SEO. 

For example, when people search for “bounce rate,” they want to understand what bounce rate is and how to measure it.

However, when searching for something like “reduce bounce rate,” users already know what bounce rate is and are looking for advanced tips on reducing bounce rate. 

Hence, the content format and the angle need to be different in each case. 

An effective way to match the search intent is by analyzing the search results for what we call the three Cs of search intent:

  1. Content type
  2. Content format
  3. Content angle

Content type 

Content type refers to the overall type of content in the search results. You’ll usually see blog posts or videos when it comes to informational keywords.

For example, when we search for “email marketing,” the results are blog posts:


On the other hand, a search for “how to put up a shelf” yields mostly video results:


Content format

Content format refers to the overall format of the top search results. It’s usually the following:

  • Listicle
  • Guide
  • Comparison
  • Review

For example, guides are the dominant format for “content creation.”


Content angle

Content angle refers to the unique selling point of the content. Since it largely depends on the topic, it’s difficult to “bucket” into a few types as we did for type and format.

To understand the content angle, you should analyze the top results. 

For example, the dominant angle for “content strategy plan” focuses on development steps. 


3. Prioritize according to “business potential”

To attract the right audience and drive engagement, you need to focus on keywords with “business potential.” In other words, keywords that represent problems that your product or service helps to solve.

For example, we recently wrote a guide on “keyword cannibalization” because the topic has both traffic and business potential for us. The keyword gets 600 monthly searches, according to Ahrefs’ Keywords Explorer, and the problem of keyword cannibalization is one that our tool helps to solve.


So when we saw that searchers were looking for how-to guides explaining how to solve keyword cannibalization, it became clear this was a high “business potential” topic for us.

See also  Are Relevance, Distance, & Prominence Google Ranking Factors?

Here’s the scale we use to score topics at Ahrefs: 


4. Craft valuable product-led content 

Now that you’ve identified a great content idea, the next step is to start working on it. A great piece of content is relevant, original, product-led, and resonates with your target audience. 

For those unaware, product-led content strategically talks about the product and uses it to make an argument, solve a problem, or help readers achieve a goal. 

In our opinion, three essential elements make a piece of content great.


Whether you’re creating content in-house or with the assistance of external agencies, you need to ensure that content is being written by someone who’s an expert in the niche and has a good understanding of your product.

Without that, it will be impossible to weave your product or make compelling arguments in the article. 

Here are a few useful tips for adding credibility to your article:

  • Collaborate with different people like the product and tech teams within your organization to get unique perspectives and gain knowledge 
  • Talk to influencers in your niche and get their insights by connecting with them over email and LinkedIn (example)
  • Never hesitate to write your own opinion, as you don’t necessarily need to agree with everybody (example)

Create in-depth content

Your content piece should focus on answering all the questions a reader may have when searching for a particular topic. 

You can find important subtopics to include using Ahrefs’ Content Gap tool in Site Explorer. Just paste in a few top-ranking pages for your target keyword and leave the bottom field blank. You’ll then see the keywords those pages are ranking for:


In the example above, we enter a few of the top-ranking pages for “mobile SEO.”

A quick glance at the report shows these posts talk about the following subtopics:

  • Mobile SEO strategy
  • Mobile SEO best practices

These are probably worth including in an article about mobile SEO.

Weave your product in the content 

The most important part of any content marketing strategy is to drive profitable customer action. Writing in-depth guides or blogs that don’t talk about your product until the conclusion won’t drive the expected engagement or conversions. 

Hence, you need to focus on writing product-led content.

In our articles, you’ll always find multiple instances of us talking about how our tool can help you solve a particular problem (as you must have seen multiple times in this article). 

A direct benefit of this is customer acquisition and retention. 

See also  Google’s 7 Tips For Analyzing a Google Search Traffic Drop

Remember that the idea is not to oversell the product but to educate users on the possible ways to solve a problem (with or without your product). 

5. Update content as your product evolves 

To get maximum engagement and conversions from your content pieces, it’s important to update them according to your product improvements and feature additions. 

Depending on how drastic the change is (whether it’s a product update or a complete product revamp), you may need to:

  • Update step-by-step instructions on using the tool for a particular use case.
  • Add new product screenshots. 
  • Add a new section explaining a new feature. 
  • Update a product tutorial video.

While these may come across as small changes at first, doing so consistently will help you extend the life of your best blog content and increase the results it gets you over time.

For example, let’s look at our beginner’s guide to link building, which was first published six years ago and has been updated regularly since then. 


If you check the page’s organic traffic over time in Ahrefs’ Site Explorer, you’ll notice there has been a gradual increase in traffic since 2020: 


In fact, the blog ranks #6 for the term “link building.”

However, this growth would have been impossible if we hadn’t updated the content with the latest trends and covered how our new features could be leveraged for link building.

6. Build an owned audience through email opt-ins

Even if you rank #1 on Google and drive tons of organic traffic to your content, the reality is most readers won’t sign up for your product or service right away. If they aren’t ready to decide, no number of pop-ups or banners can influence them.

But you can encourage them to subscribe to your newsletter or weekly blog updates. At Ahrefs, we have a simple, non-intrusive form in the sidebar. There, our readers can enter their email addresses to get our weekly content updates. 


This method allows you to build an owned audience through SEO-focused content marketing. 

In turn, you can now:

  • Drive traffic to your new content pieces instantly. 
  • Nurture readers before they become customers. 
  • Conduct surveys that can be leveraged to improve your content, get new content ideas, and gain insights for data-driven studies. 

Final thoughts

Leveraging SEO as a distribution channel for your content marketing efforts is a smart move if people are searching for topics with “business potential.” It’s the bread and butter of our content marketing strategy here at Ahrefs, and it’s worked well for us. 

Got questions? Ping me on Twitter.

Source link



A Complete Google Search Console Guide For SEO Pros



A Complete Google Search Console Guide For SEO Pros

Google search console provides data necessary to monitor website performance in search and improve search rankings, information that is exclusively available through Search Console.

This makes it indispensable for online business and publishers that are keen to maximize success.

Taking control of your search presence is easier to do when using the free tools and reports.

What Is Google Search Console?

Google Search Console is a free web service hosted by Google that provides a way for publishers and search marketing professionals to monitor their overall site health and performance relative to Google search.

It offers an overview of metrics related to search performance and user experience to help publishers improve their sites and generate more traffic.

Search Console also provides a way for Google to communicate when it discovers security issues (like hacking vulnerabilities) and if the search quality team has imposed a manual action penalty.

Important features:

  • Monitor indexing and crawling.
  • Identify and fix errors.
  • Overview of search performance.
  • Request indexing of updated pages.
  • Review internal and external links.

It’s not necessary to use Search Console to rank better nor is it a ranking factor.

However, the usefulness of the Search Console makes it indispensable for helping improve search performance and bringing more traffic to a website.


How To Get Started

The first step to using Search Console is to verify site ownership.

Google provides several different ways to accomplish site verification, depending on if you’re verifying a website, a domain, a Google site, or a Blogger-hosted site.

Domains registered with Google domains are automatically verified by adding them to Search Console.

The majority of users will verify their sites using one of four methods:

  1. HTML file upload.
  2. Meta tag
  3. Google Analytics tracking code.
  4. Google Tag Manager.

Some site hosting platforms limit what can be uploaded and require a specific way to verify site owners.

But, that’s becoming less of an issue as many hosted site services have an easy-to-follow verification process, which will be covered below.

How To Verify Site Ownership

There are two standard ways to verify site ownership with a regular website, like a standard WordPress site.

  1. HTML file upload.
  2. Meta tag.

When verifying a site using either of these two methods, you’ll be choosing the URL-prefix properties process.

Let’s stop here and acknowledge that the phrase “URL-prefix properties” means absolutely nothing to anyone but the Googler who came up with that phrase.

Don’t let that make you feel like you’re about to enter a labyrinth blindfolded. Verifying a site with Google is easy.


HTML File Upload Method

Step 1: Go to the Search Console and open the Property Selector dropdown that’s visible in the top left-hand corner on any Search Console page.

Screenshot by author, May 2022

Step 2: In the pop-up labeled Select Property Type, enter the URL of the site then click the Continue button.

Step 2Screenshot by author, May 2022

Step 3: Select the HTML file upload method and download the HTML file.

Step 4: Upload the HTML file to the root of your website.

Root means So, if the downloaded file is called verification.html, then the uploaded file should be located at

Step 5: Finish the verification process by clicking Verify back in the Search Console.

Verification of a standard website with its own domain in website platforms like Wix and Weebly is similar to the above steps, except that you’ll be adding a meta description tag to your Wix site.

Duda has a simple approach that uses a Search Console App that easily verifies the site and gets its users started.

Troubleshooting With GSC

Ranking in search results depends on Google’s ability to crawl and index webpages.

The Search Console URL Inspection Tool warns of any issues with crawling and indexing before it becomes a major problem and pages start dropping from the search results.


URL Inspection Tool

The URL inspection tool shows whether a URL is indexed and is eligible to be shown in a search result.

For each submitted URL a user can:

  • Request indexing for a recently updated webpage.
  • View how Google discovered the webpage (sitemaps and referring internal pages).
  • View the last crawl date for a URL.
  • Check if Google is using a declared canonical URL or is using another one.
  • Check mobile usability status.
  • Check enhancements like breadcrumbs.
See also  5 Essential SEO Trends for 2022


The coverage section shows Discovery (how Google discovered the URL), Crawl (shows whether Google successfully crawled the URL and if not, provides a reason why), and Enhancements (provides the status of structured data).

The coverage section can be reached from the left-hand menu:

CoverageScreenshot by author, May 2022

Coverage Error Reports

While these reports are labeled as errors, it doesn’t necessarily mean that something is wrong. Sometimes it just means that indexing can be improved.

For example, in the following screenshot, Google is showing a 403 Forbidden server response to nearly 6,000 URLs.

The 403 error response means that the server is telling Googlebot that it is forbidden from crawling these URLs.

Coverage report showing 403 server error responsesScreenshot by author, May 2022

The above errors are happening because Googlebot is blocked from crawling the member pages of a web forum.

Every member of the forum has a member page that has a list of their latest posts and other statistics.

The report provides a list of URLs that are generating the error.


Clicking on one of the listed URLs reveals a menu on the right that provides the option to inspect the affected URL.

There’s also a contextual menu to the right of the URL itself in the form of a magnifying glass icon that also provides the option to Inspect URL.

Inspect URLScreenshot by author, May 2022

Clicking on the Inspect URL reveals how the page was discovered.

It also shows the following data points:

  • Last crawl.
  • Crawled as.
  • Crawl allowed?
  • Page fetch (if failed, provides the server error code).
  • Indexing allowed?

There is also information about the canonical used by Google:

  • User-declared canonical.
  • Google-selected canonical.

For the forum website in the above example, the important diagnostic information is located in the Discovery section.

This section tells us which pages are the ones that are showing links to member profiles to Googlebot.

With this information, the publisher can now code a PHP statement that will make the links to the member pages disappear when a search engine bot comes crawling.

Another way to fix the problem is to write a new entry to the robots.txt to stop Google from attempting to crawl these pages.

By making this 403 error go away, we free up crawling resources for Googlebot to index the rest of the website.

Google Search Console’s coverage report makes it possible to diagnose Googlebot crawling issues and fix them.


Fixing 404 Errors

The coverage report can also alert a publisher to 404 and 500 series error responses, as well as communicate that everything is just fine.

A 404 server response is called an error only because the browser or crawler’s request for a webpage was made in error because the page does not exist.

It doesn’t mean that your site is in error.

If another site (or an internal link) links to a page that doesn’t exist, the coverage report will show a 404 response.

Clicking on one of the affected URLs and selecting the Inspect URL tool will reveal what pages (or sitemaps) are referring to the non-existent page.

From there you can decide if the link is broken and needs to be fixed (in the case of an internal link) or redirected to the correct page (in the case of an external link from another website).

Or, it could be that the webpage never existed and whoever is linking to that page made a mistake.

If the page doesn’t exist anymore or it never existed at all, then it’s fine to show a 404 response.


Taking Advantage Of GSC Features

The Performance Report

The top part of the Search Console Performance Report provides multiple insights on how a site performs in search, including in search features like featured snippets.

There are four search types that can be explored in the Performance Report:

  1. Web.
  2. Image.
  3. Video.
  4. News.

Search Console shows the web search type by default.

Change which search type is displayed by clicking the Search Type button:

Default search typeScreenshot by author, May 2022

A menu pop-up will display allowing you to change which kind of search type to view:

Search Types MenuScreenshot by author, May 2022

A useful feature is the ability to compare the performance of two search types within the graph.

Four metrics are prominently displayed at the top of the Performance Report:

  1. Total Clicks.
  2. Total Impressions.
  3. Average CTR (click-through rate).
  4. Average position.
Screenshot of Top Section of the Performance PageScreenshot by author, May 2022

By default, the Total Clicks and Total Impressions metrics are selected.

See also  Google: Site Quality Can Cause Loss of Rich Results

By clicking within the tabs dedicated to each metric, one can choose to see those metrics displayed on the bar chart.


Impressions are the number of times a website appeared in the search results. As long as a user doesn’t have to click a link to see the URL, it counts as an impression.

Additionally, if a URL is ranked at the bottom of the page and the user doesn’t scroll to that section of the search results, it still counts as an impression.


High impressions are great because it means that Google is showing the site in the search results.

But, the meaning of the impressions metric is made meaningful by the Clicks and the Average Position metrics.


The clicks metric shows how often users clicked from the search results to the website. A high number of clicks in addition to a high number of impressions is good.

A low number of clicks and a high number of impressions is less good but not bad. It means that the site may need improvements to gain more traffic.

The clicks metric is more meaningful when considered with the Average CTR and Average Position metrics.

Average CTR

The average CTR is a percentage representing how often users clicked from the search results to the website.


A low CTR means that something needs improvement in order to increase visits from the search results.

A higher CTR means the site is performing well.

This metric gains more meaning when considered together with the Average Position metric.

Average Position

Average Position shows the average position in search results the website tends to appear in.

An average in positions one to 10 is great.

An average position in the twenties (20 – 29) means that the site is appearing on page two or three of the search results. This isn’t too bad. It simply means that the site needs additional work to give it that extra boost into the top 10.

Average positions lower than 30 could (in general) mean that the site may benefit from significant improvements.


Or, it could be that the site ranks for a large number of keyword phrases that rank low and a few very good keywords that rank exceptionally high.

In either case, it may mean taking a closer look at the content. It may be an indication of a content gap on the website, where the content that ranks for certain keywords isn’t strong enough and may need a dedicated page devoted to that keyword phrase to rank better.

All four metrics (Impressions, Clicks, Average CTR, and Average Position), when viewed together, present a meaningful overview of how the website is performing.

The big takeaway about the Performance Report is that it is a starting point for quickly understanding website performance in search.

It’s like a mirror that reflects back how well or poorly the site is doing.

Performance Report Dimensions

Scrolling down to the second part of the Performance page reveals several of what’s called Dimensions of a website’s performance data.

There are six dimensions:

1. Queries: Shows the top search queries and the number of clicks and impressions associated with each keyword phrase.


2. Pages: Shows the top-performing web pages (plus clicks and impressions).

3. Countries: Top countries (plus clicks and impressions).

4. Devices: Shows the top devices, segmented into mobile, desktop, and tablet.

5. Search Appearance: This shows the different kinds of rich results that the site was displayed in. It also tells if Google displayed the site using Web Light results and video results, plus the associated clicks and impressions data. Web Light results are results that are optimized for very slow devices.

6. Dates: The dates tab organizes the clicks and impressions by date. The clicks and impressions can be sorted in descending or ascending order.


The keywords are displayed in the Queries as one of the dimensions of the Performance Report (as noted above). The queries report shows the top 1,000 search queries that resulted in traffic.

Of particular interest are the low-performing queries.


Some of those queries display low quantities of traffic because they are rare, what is known as long-tail traffic.

But, others are search queries that result from webpages that could need improvement, perhaps it could be in need of more internal links, or it could be a sign that the keyword phrase deserves its own webpage.

See also  Why Your Small Business Should Be Doing Video Marketing

It’s always a good idea to review the low-performing keywords because some of them may be quick wins that, when the issue is addressed, can result in significantly increased traffic.


Search Console offers a list of all links pointing to the website.

However, it’s important to point out that the links report does not represent links that are helping the site rank.

It simply reports all links pointing to the website.

This means that the list includes links that are not helping the site rank. That explains why the report may show links that have a nofollow link attribute on them.


The Links report is accessible  from the bottom of the left-hand menu:

Links reportScreenshot by author, May 2022

The Links report has two columns: External Links and Internal Links.

External Links are the links from outside the website that points to the website.

Internal Links are links that originate within the website and link to somewhere else within the website.

The External links column has three reports:

  1. Top linked pages.
  2. Top linking sites.
  3. Top linking text.

The Internal Links report lists the Top Linked Pages.

Each report (top linked pages, top linking sites, etc.) has a link to more results that can be clicked to view and expand the report for each type.

For example, the expanded report for Top Linked Pages shows Top Target pages, which are the pages from the site that are linked to the most.

Clicking a URL will change the report to display all the external domains that link to that one page.

The report shows the domain of the external site but not the exact page that links to the site.



A sitemap is generally an XML file that is a list of URLs that helps search engines discover the webpages and other forms of content on a website.

Sitemaps are especially helpful for large sites, sites that are difficult to crawl if the site has new content added on a frequent basis.

Crawling and indexing are not guaranteed. Things like page quality, overall site quality, and links can have an impact on whether a site is crawled and pages indexed.

Sitemaps simply make it easy for search engines to discover those pages and that’s all.

Creating a sitemap is easy because more are automatically generated by the CMS, plugins, or the website platform where the site is hosted.

Some hosted website platforms generate a sitemap for every site hosted on its service and automatically update the sitemap when the website changes.

Search Console offers a sitemap report and provides a way for publishers to upload a sitemap.


To access this function click on the link located on the left-side menu.


The sitemap section will report on any errors with the sitemap.

Search Console can be used to remove a sitemap from the reports. It’s important to actually remove the sitemap however from the website itself otherwise Google may remember it and visit it again.

Once submitted and processed, the Coverage report will populate a sitemap section that will help troubleshoot any problems associated with URLs submitted through the sitemaps.

Search Console Page Experience Report

The page experience report offers data related to the user experience on the website relative to site speed.

Search Console displays information on Core Web Vitals and Mobile Usability.

This is a good starting place for getting an overall summary of site speed performance.

Rich Result Status Reports

Search Console offers feedback on rich results through the Performance Report. It’s one of the six dimensions listed below the graph that’s displayed at the top of the page, listed as Search Appearance.


Selecting the Search Appearance tabs reveals clicks and impressions data for the different kinds of rich results shown in the search results.

This report communicates how important rich results traffic is to the website and can help pinpoint the reason for specific website traffic trends.

The Search Appearance report can help diagnose issues related to structured data.

For example, a downturn in rich results traffic could be a signal that Google changed structured data requirements and that the structured data needs to be updated.

It’s a starting point for diagnosing a change in rich results traffic patterns.

Search Console Is Good For SEO

In addition to the above benefits of Search Console, publishers and SEOs can also upload link disavow reports, resolve penalties (manual actions), and security events like site hackings, all of which contribute to a better search presence.

It is a valuable service that every web publisher concerned about search visibility should take advantage of.

More Resources:


Featured Image: bunny pixar/Shutterstock

Source link

Continue Reading

Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address