Forget everything you used to know about SEO. The technical tricks used by search engine optimizers back in the day were opportunistic at best, downright shady at worst. But thanks to advancements in Google’s algorithm over the past few years, the veil between SEO and content has officially fallen. SEO may be the future of content marketing, but at the same time, content marketing is the future of SEO.
“The reality is they need each other,” said Stephanie Chang, SEO manager for Etsy. “SEOs need content because it’s the one thing that is valuable to search engines on your site that is totally unique. At the same time, almost every site now has a content team. In order for your content to really stand out, you need data and support from SEOs to make sure that content is getting as much visibility as you can.”
Unique, high-quality content is valuable to search engines in a way that is now translating into better search rankings, which is big news for content marketers. For years, content evangelists have had their work cut out for them when it came to justifying how a well-funded, long-term plan for high-quality content affects the business’s bottom line. But in recent years, that’s gotten easier. Beginning with the first Panda update in 2011 and culminating with this year’s “Phantom 2″/”Quality” update, Google has handed marketers a clear mission: Produce smart, user-focused content, or be condemned to search engine purgatory.
But even though the worlds of SEO and content marketing have converged, not everyone has bridged the steep learning gap. What exactly do content strategists need to know about SEO, and why? In this e-book, we team up with some top SEO minds to explore exactly that.
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