Search engine optimization (SEO), and content marketing are closely linked. If your goals include being as high up as possible in the search engine results pages (SERPs), then you should already have optimized your website for search engines. As well as the technical and structural factors required for a good ranking, a website’s content also plays a decisive role.
Keywords are an especially important aspect of creating content. Creating search engine optimized content used to mean fitting as many keywords as possible in a single piece of text. However, this inevitably meant that the quality and readability of the text suffered, as the content was written primarily for search engines, not for readers. This practice, which is known as keyword stuffing, is now penalized. Those who want to get the top spot in the SERPs need to generate high-quality, relevant pieces of text.
Website content needs to be of sufficient length and quality. A set keyword density can be advantageous, but the keywords themselves must be inserted into the text subtly, so that it sounds natural. For example, you can also use terms that are related semantically to your keyword. High-quality content also forms the basis for many important SEO factors. If an article is ranked highly, it will receive more clicks, likes, and shares. These signals also increase your chance of achieving a good place on the SERPs – and it all starts with the right content strategy.