Keyword optimization serves as a framework for SEO. Similarly, you could say that topic modeling (how words and phrases are interrelated) is a framework for content optimization. With the rise of how semantic search, the goal is to cover a topic rather than zoning in on a specific keyword. It is best to think “content strategy rather than “keyword density.”
Avoid creating disjointed pages optimized for a specific keyword. It is important to remember the intent behind each query.
What is Content Optimization?
Before we discuss the distinction between SEO and content optimization. It is important to understand each one individually. Content optimization involves creating pages on your site that your audience will find interesting and by using those pages to move potential customers through the sales funnel. The types you create depend solely on your audience and goals for example blog posts, articles, guides, and more.
There are several parts on a website that need reviewing and improvements done to it as a part of content optimization. These include the content or copy, broken links, title tags, and meta tags. Once these improvements are implemented, search engines will find it easier to index your website and display it in relevant search results.
What is SEO?
SEO refers to everything you do to make your site rank higher for relevant terms in search engines like Google.
It includes many different strategies:
- Optimizing on-page elements
- Using local keywords
- Improving user experience
- Building high-quality links
- Maintaining a social media presence
All of these tactics work together to help certain pages on your site to rank well when users type words or phrases related to your industry into search engines. SEO is the simple activity of ensuring a website can be found in search engines for words and phrases relevant to what the site is offering.
SEO has become more complex as search algorithms continue to evolve. It is important to take the user’s full potential intent into consideration when creating content.
The Relationship Between Content Optimization and SEO
The primary reason for the confusion between these strategies because there is a bit of an overlap as you can see. In fact, they actually have a mutual relationship.
Including keywords in the content you create helps it rank better in search engines which means it will attract more traffic and be more effective in reaching your content marketing goals. Adding strong content to your site will improve its authority which will give a boost to overall SEO.
That being said, the better your SEO, the better your content will perform and vice versa.
SEO Benefits of Content Optimization
More content can give you more keyword opportunities. Content optimization allows you to go beyond the small paragraphs of homepage copy and alt descriptions on photos, where your space for keywords may be limited.
Through the use of articles, blog posts, guides, and other written content, you can use more keywords that are relevant to what your website is about and what people are searching for. Content also helps to fill gaps in your sales funnel, exposes your business to additional audiences, and creates feelings of goodwill among those visiting your site.
Optimize Based on Your Target Audience
First and foremost you should always create your content with your target audience in mind. This means that your copy, graphics, and formats should be designed to suit your human visitors best. We certainly encourage you to optimize the pages you host it on. It must be done in a way that doesn’t distract from the content that you present.
SEO, on the other hand, requires much more knowledge about search engines and their crawlers. One could argue that the people who design and use search engines are also human. Search engines themselves weigh keywords, title, tags, headers, and other code related elements much more heavily than your average visitor.
Make Your Approach Unique to Each Audience
Different audiences determine the approach you take for SEO and content optimization because it should also be slightly different.
Doing SEO for your site should take an analytical approach to all of the changes you make. Use tools like Google Analytics to dig into the hard data and research keywords to determine new opportunities for growing your traffic and rankings.
Attracting the attention of potential customers requires standing out from thousands of other industry blogs online, which is best done by offering something completely unique. There is no proven formula for success with content optimization which can be frustrating if you prefer working with hard data and facts.
Always Add Value With Your SEO Optimizations
SEO and content optimization each have their own way of adding value to your site and marketing strategy. SEO primarily serves to attract qualified traffic to your site and relates to ways in which you reach new visitors.
Content Optimization has more to do with keeping those visitors interested once they are on your site and moving them closer to becoming new customers.
The Overlap Between SEO and Content Optimization
Content optimization and SEO share the same space frequently because they both share the same implicit goal which is to get more people to your site. They also share a mechanism; content writing is capable of generating an audience by appealing to readers and spreading through social shares and word of mouth. This is also a necessary ingredient for SEO.
The relationship between the two unfolds in several ways:
- Content provides the medium for keyword optimization
- Content adds new pages that be ranked
- Good content increases your authority
On the other side of the equation, optimizing for search can help your content generate more visibility more quickly.
The Differences Between SEO and Content Optimization
You might be wondering when the overlap is going to end. Speaking broadly, SEO tends to focus on attracting users by first appealing to search engines and climbing the ranks. Content marketing tends to focus on appealing to users directly, which, in turn, appeals to SEO.
One can argue that SEO’s primary goal should be pleasing users, but the real focus of SEO is search engines, and the real focus for content optimization is user experience.