Keywords are a significant set of words that help search engines identify the content topics. Algorithms have a sophisticated system that helps it analyze the keywords that users use during their search. This helps them match the user’s search with the content that will best answer their needs.
Even before the semantic search came in the picture, keywords were the primary way of communicating on search engines about the topics you were covering. Generally, the more often you used a keyword, the more relevant content appeared. Unfortunately, this misleads to practices such as keyword stuffing that was designed to trick the search engines and ended up disrupting the user experience.
This in no way means that keywords are obsolete. They are still used by the search engines to scale up the understanding of the topics that are being covered. But, keywords are looked at as a part of a larger content rather than a whole. Instead of pulling out keywords, the search engine now looks at how various topics are related. For a better understanding of the content, the matter covers and addresses various queries. That is how search engines are able to return more relevant and applicable search results for users, and therefore enhancing the user experience.
Before jumping into the co-relation of SEO and content marketing, let’s understand what the terms actually mean. SEO refers to the technical process of increasing the quality of traffic and attracting maximum visitors to your website. On the other hand, content marketing mainly focuses on using valuable and relevant content to drive profitable customer or client action. While search engine optimization refers to optimizing your content according to the search patterns of an end user, content marketing focuses on the psychological mindset.
SEO without content marketing is like a vehicle without oil in it. In particular, SEO is actually strategized around content marketing since every website needs words, articles, substance, keywords, etc. In order to be successful, both must go hand in hand.
Why keywords are important?
While your content may simply preach about the product or service, the relevance of the blog or literature only reflects after the relevance is set. The keywords in your article help in identifying the placing the relevance for the person who is looking for it on a search engine. Without keywords, your articles are merely books that someone might read as and when they run over it. The keywords make the blog stand out specifically for the ones who are looking for it. For e.g.: if someone is looking for a black tie, your article with keywords about black tie will help the search engine fetch your relevant content. This will not only help you sell your black tie, but also make the user experience better. Keywords work as a map in the jungle of words.
SEO and content marketing are not disparate sections. In fact, both need each other to function successfully. Content marketing is only successful if it SEO optimized. Together, SEO and content marketing can create magic.