Written by: Ryan Walsh

Table of contents:

• What exactly is search engine optimisation?
• What exactly is content marketing?
• Why do they need to work together
• Best practices for a business when writing content marketing

 

Introduction

Suppose a business wants to improve its organic search engine optimisation. If the company wants to appear higher within Google or Bing’s organic SERPs, you will need to publish content marketing.

Content marketing could include blog posts, evergreen content marketing, main pages, and more. If the work is helpful and functional, has a low bounce rate, has a high time on site, and attracts many do-follow quality links, then these are the pages on which Google’s algorithm ranks on page one.

Now, getting a page on page one of Google is not that easy; it’s not a walk in the park.
So the work must be of very high quality.

 

Google Helpful content update

Basically, all of the content marketing you write must be helpful for your customers. It must be useful and helpful. So, for example, if you write a guide to help a customer choose a washing machine, it must be helpful and useful.

 

What Is Search Engine Optimisation?

But why invest so much time in improving a business’s search engine optimisation?

Writing 2,000-word blog posts takes up a huge amount of time during a working day, so why should a business offer free advice?

Well, for a business to rank on page one of Google or Bing, you must make a lot of SEO improvements.

Also, to rank on the first page of the search engine results pages, you must offer helpful advice. Yet if a business does this, and Google’s algorithms place your business on page one, then some businesses can see a serious uplift in sales.

In summary, if your company is not improving its search engine optimisation, then your direct competitors are likely to be. So, the real question is, can your business afford not to?

What Is Content Marketing?

So, let’s get down to brass tacks. What is content marketing?

Content marketing is simply pages or articles written to help a customer with a question.

So, for example, if you sell engine oil for high-performance cars, you’ll write blog posts explaining the benefits of purchasing your car oils.

You will need to make the work valuable and helpful. The author should also think about Google E-EAT, so they need to show in their writing that they have experience, expertise, entrepreneurialism, and trustworthiness regarding what they are writing about.

So, if the author is not an expert on engine oils for high-performance cars, you will need to talk to an expert about this to get their input into the article.

For Google’s algorithms to place that piece of content marketing on page one, it must be made clear that the author fully understands what they are talking about. This is why your SEO agencies need to talk to an expert about what they are writing about, regardless of whether it’s a washing machine or engine oil!

Backlinks

To gain good-quality backlinks and improve your business’s Google E-EAT score, you need to obtain good-quality do-follow and no-follow links. The main way of doing this is through high-quality, well-written, informative content marketing.

 

Keyword research

Before your business writes articles, you should conduct keyword research. We recommend Moz, that’s Moz Pro, for keyword research.
It can suggest what you should be writing about.

For example, using quality SEO tools, you can enter a seed keyword and then get suggestions on other SEO keywords you should optimise the website for.

Google rewards helpful, reliable, well-written content marketing

Don’t think about content marketing in terms of publishing one hundred blog posts to get to page one of Google.
Because this work won’t be accepted into Google’s index.

This means that Googlebot crawls and indexes millions of businesses’ blog posts and pages every day.
If the work is low-quality, Googlebot and Google’s algorithm will reject it.

 

Spam

If a lot of the content marketing you write is deemed spam, low quality, or rubbish SEO, Googlebot will reject it.
It won’t appear on Google’s search engine results pages.

So, take your time, make a brew, and create helpful, reliable, and well-written content marketing.

Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) acronym

Before you start writing content marketing, such as articles for your website, read about Google E-EAT.
A high Google E-EAT score is needed for a page or blog post to rank on page one of Google.

Be original

So, put yourself in Google algorithm shoes, and by that, we mean think for a second that you are running Google.
Now, Google is indexing millions of new pages and blog posts daily.

Does it want to rank on the first page, pages which all say the same thing?
Or does it want a business that writes and publishes helpful blog posts yet shows an original perspective?

 

Better still, multiple perspectives?

So, for example, a motoring journalist writing about the best family car in 2024:
They will offer their opinion, perhaps data on the best-selling car, and opinions from other motoring-related websites, such as the N-Cap safety crash test. This way, people are informed about what’s the safest and best car on offer.

Get our point?

It’s about offering multiple perspectives:

Monitor performance:

 

Use Google Search Console and Google Analytics to monitor dwell time, bounce rates, and incoming backlinks.