How To Appear On The First Page Of Google Using SEO And Content Marketing

That is one of the questions I get asked the most! And what I can already tell you is that, in order to achieve these goals, there are two strategies that form a perfect marriage: SEO and Content Marketing.

When well executed, both bring excellent results, not only for building a brand’s audience, but also for its branding process. There’s only one “little” problem there: there are billions of other sites wanting to compete with yours.

So, here in this content, we’re going to talk about how you can use SEO and Content Marketing effectively to convert leads into customers. Keep on reading!

What is Content Marketing?

In traditional marketing, brands go after potential customers. Right? Think of TV commercials: you are watching a program and, at some point, it is interrupted to show an advertisement for a brand. You didn’t ask to see her, but she shows up anyway, trying to capture your attention in a variety of ways—even though there’s no interest on your part.

With content marketing, we can approach marketing in a less invasive way. Firstly, people express an interest in knowing more about the brand on their own, then a company offers a product or service. In other words, the audience is drawn into a sales funnel and goes through a few steps until finally becoming a customer of the brand.

When we create content, we need to think of the 4 main stages:

To attract

The person still doesn’t know the brand, but finds some content created by it (on the blog or social networks, for example) and becomes even more interested in the subject.

To convert

She likes the content and realizes she has some kind of problem that needs to be solved or some unexplored opportunity. Therefore, it spontaneously offers a way to get in touch (usually by e-mail) so that the company can send more information on the subject. Here, we say that the person was converted into a lead.

Close

Once the lead has given permission to contact and has expressed a clear interest in resolving their pain, the brand builds a relationship and then offers its solution to the problem. At this stage, it is much easier to convince them to become a customer.

Delight

In post-sales, the objective is precisely to delight the customer, keeping them satisfied so they become a sort of “a brand ambassador”, which means that they will endorse the company so other people buy from you. For this, the company must continue to keep this relationship active through new content, products or services, exclusive offers…

What is SEO?

How To Appear On The First Page Of Google Using SEO And Content Marketing

I’m sure you’ve heard from someone — obviously not an expert in the field — that to be successful on the Internet, all you need to do is create a website and an Instagram profile. If only it were that easy! But the reality is very different, and for one simple reason: the competition is huge.

Want to see? See it for yourself, open Google and search for “Digital Marketing” or the product/service you offer. Now, notice the number of results that will appear. Probably over a billion!

Studies have already proved it: sites that appear on the first page of Google are responsible for the overwhelming majority of clicks (about 71%). That means if you’re there on the second page, most people won’t even know you exist.

So how can you beat the competition and appear at the top of search results? Precisely through Search Engine Optimization (SEO).

Basically, when someone does a search, Google uses a robot with Artificial Intelligence that tracks, in a matter of milliseconds, the content of each page and establishes a ranking of relevance between them. Those that receive the best scores are on the first page.

And that’s what SEO seeks to do: apply content creation techniques that are well-regarded by Google’s algorithm in order to make the site rise in the rankings — and, as a result, the first results are usually the best!

How Does SEO Relates To Content Marketing?

Well, we’ve just seen the concepts, but since I know that it’s common to have a confusion between them, I’m going to clarify now the relation between SEO and Content Marketing.

As we have seen, Content Marketing is a methodology that involves 4 main steps — Attraction, Conversion, Closing and Delighting. The focus is to attract potential customers spontaneously, that is, to make them come to the brand, not the other way around. From there, a relationship is created with him until there is enough trust to offer the product or service.

The most used strategy to attract and relate to the audience is content marketing; with this strategy, your website is found by people in search engines, then using SEO techniques is extremely important.

So we can summarize as follows: Content Marketing is a more comprehensive methodology, which makes use of various techniques to attract the persona, transform it into a lead and, finally, into a customer. SEO is precisely one of those techniques — one of the most important, by the way. Was that clear?

What Is The Role Of SEO Within Content Marketing?

Content may be very well written, without any grammar errors and full of valuable information. But without SEO techniques, no one may find it!

Let’s go back to the example of the keyword research “Digital Marketing”. Imagine the difficult it is, for a blog that is starting now, to rank well among billions of results. How would SEO be able to help in this case?

You could use a keyword search tool like Semrush or Ubersuggest and look for a long-tail keyword that has a smaller competition but still a good volume of search. For example: “Is studying digital marketing worth it?”

Also check out some other SEO techniques that help optimize content for Google:

  • Keyword in the title of the article;
  • Density of the keyword throughout the text;
  • Hierarchy of Heading Tags: H1, H2, H3, H4…;
  • Internal and external links;
  • Backlinks (other sites linking to yours);
  • Page load speed;
  • Responsiveness (adaptation to the computer screen, tablet and smartphone).

Attract more visitors and leads

Unlike paid traffic – the one you need to invest in ads to appear – with SEO, the customer comes to meet you organically, that is, without your business having to pay directly for it.

And although it is a long-term strategy, the organically created relationship is usually more solid. After all, the person found you not because of an ad that appeared on the screen, but by the relevance of your content to them. This way, converting it to lead will be much simpler, and cheap!

Capture and data analysis

How To Appear On The First Page Of Google Using SEO And Content Marketing

You can integrate Google tools – such as Google Analytics and Search Console – to your site and get free metrics very important for your digital marketing strategy, such as:

  • Number of visits per period;
  • More visited pages;
  • Average time on the page;
  • Bounce rate;
  • Traffic Source;
  • Transactions;
  • Click through rate (CTR);
  • Searched keywords.

If you would like to learn how to get your WordPress website setup with Google Analytics, I have created a step by step tutorial showing you how to it here.

How To Do SEO With Content Marketing?

When we talk about SEO, we are not referring only to the growth of the audience. We are also talking about brand construction, market positioning – not just Google.

In Content Marketing planning, SEO acts as a strategy that creates a positive “snowball effect” with quantitative and qualitative results:

Quantitative: The more the page rises in the research ranking, the more visitors it will attract and, consequently, the greater the audience;

Qualitative: If the person realizes that a particular brand is always appearing in research results, they see this brand as an authority. A relationship of trust is created, also fundamental to the branding strategy.

Here are some tips on how to make this union between SEO and Inbound Marketing work for your business:

Create relevant content

The central pillar of the SEO is the content, but not any content. Reasoning is simple: there is no point in receiving thousands of visits on your blog every day, but having a high rejection rate, that is: people get on your blog, stay for a short time and leave. Do not leave a contact, do not visit another page of your site, do not buy.

To prevent this from happening, you need to know the persona very well and create content that really deliver value, answering the questions she had before clicking on her link or watching your video, for example.

Focus on the user experience

It’s pointless to fill your keyword content without creating any context, thinking this will help with ranking. The Google robot can identify this type of cheating and penalizes the site.

In addition, page loading speed and responsiveness (ability to adapt to all screen resolutions) also influence the classification. Therefore, increasingly, the user experience is a factor that can determine the success or failure of your SEO strategies.

Offer rich materials to encourage conversion

Another very common inbound marketing technique is to offer materials full of rich information for the audience. These materials are mainly used to get leads and can be e-books, spreadsheets, video classes, among others.

It works like this: Let’s suppose your business is an accounting office and that there is an article about cash flow on your blog. You could, for example, develop a cash flow control spreadsheet, personalized with your company’s visual identity, and offer free to the person visiting this article- and, in exchange for filling a form with name, email and phone, in a landing page.

Optimize your Content Marketing!

How To Appear On The First Page Of Google Using SEO And Content Marketing

Well, I hope you have answered all your questions about SEO and Content Marketing. As we have seen, investing in relevant content to attract the ideal client can be a cheaper, spontaneous and effective than the strategies used in traditional marketing.

However, contrary to what it may seem, the results do not appear overnight. So if you want to build an engaged audience for your company on the internet, you need to have a little patience and, especially, a team that knows how to drive leads to the next steps of the sales funnel.

Want to take advantage of the opportunities of the digital universe, but don’t know where to start? How about a free consultation now? Get in touch with me and let’s work together.

That’s it! I hope this content was relevant to you. Do you have questions? Leave them in the comments section.

I wish you success, see you!

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