What is SEO Content Marketing? 6 Ways to Combine Them!

Step 1: Align SEO and Content with a Unified Roadmap

In many organizations, SEO and content teams operate with separate strategy documents that outline their objectives and action plans. To build a more cohesive approach, it’s essential to align these strategies and create a unified content roadmap.

Start by comparing both teams’ strategy documents to identify:

Identify Common Topics & Audience Interests

Start by analyzing the overlapping themes and audience segments that both your SEO and content teams are focusing on. Aligning these efforts helps:

When your SEO and content strategies align, it increases visibility, credibility, and audience engagement.

Identify and Fill Topic Gaps

Topic gaps occur when one team has valuable content ideas that the other isn’t aware of. These gaps represent untapped opportunities for:

• New content creation that targets overlooked keywords.
• Optimizing existing content to rank better in search results.
• Expanding your brand’s authority on relevant industry topics.

By regularly sharing insights, your team can uncover missed opportunities and develop a more comprehensive content strategy.

For example, if your SEO research reveals that users are searching for “How to Recycle Old Razors”, but your content team hasn’t covered it yet, this becomes a prime opportunity for new blog posts, product pages, or video content.

Step 2: Define Your Goals

Before creating content, it’s essential to define what you want to achieve. Your goals will determine the type of content you should prioritize.

Example: Men’s Grooming Brand

Let’s say you’re launching a premium razor brand and selling products online. Your goal is to drive direct sales while also building brand authority in the grooming industry.

• Primary focus: Well-optimized product pages with high-quality images, detailed descriptions, and user reviews. These pages should be SEO friendly, ensuring potential customers find them through search.
• Secondary focus: A blog featuring helpful grooming tips like “How to Get the Perfect Shave” or “Best Razors for Sensitive Skin.” This type of content attracts search traffic and links back to your product pages, increasing conversions.

On the other hand, if the brand relied on an ad-based revenue model, it would focus on entertaining, informative content, such as video tutorials, celebrity grooming routines, or user-generated content to keep visitors engaged and coming back.

By clearly defining your goals, you ensure that every content decision aligns with your business objectives.

Step 3: Design Your Content for Both Users and Search Engines

Creating high-quality content means striking a balance between what your audience finds useful and what search engines can easily understand. To do this effectively, you need to grasp search intent, the reason behind a user’s search query.

Understanding Search Intent

Search intent is what drives a person to type a specific query into a search engine. There are four main types:

• Informational Intent:  The user is looking for knowledge.

• Navigational Intent: The user is looking for a specific brand or website.

• Commercial Intent: The user is researching before making a purchase.

• Transactional Intent: The user is ready to make a purchase.

How can you Analyze Search Intent?

To begin, examine the search engine results page (SERP) for the query, analyzing different content formats and paid advertisements to better understand the intent behind the search.

You can also utilize KIVA (Keyword Intent & Value Analysis) to quickly gain insights into search intent.

Understanding user intent at a deep level requires more than just keyword research, it demands real user insights and behavioral analysis. This is where KIVA comes in.

First, KIVA helps identify the type of query you are analyzing, ensuring you understand its intent and purpose.

KIVA helps brands analyze user intent by categorizing keywords into intent-based buckets.

Secondly, When you enter the seed keyword “eco-friendly razors” into KIVA, it reveals key insights into what users are specifically looking for in the specific location. Here’s what the analysis shows:

By using KIVA, your razor brand can craft content that directly addresses these concerns, whether it’s an eco-friendly product page, a comparison guide, or a blog post on sustainable shaving habits.

Aligning with user intent ensures better engagement and higher rankings in search results.

Step 4: Maintain Consistent Content Production

Publishing and distributing content consistently is crucial for maximizing your SEO success.

According to Search Engine Journal,

Why Consistency Matters

Although publishing frequency isn’t a ranking signal, industry-professionals recognize its impact. In a 2023 content marketing survey, more than half of respondents reported that increasing their publishing volume helped boost their rankings.

For a sustainable razor brand, maintaining a steady flow of valuable content is essential. Instead of sporadically posting, a structured content plan could look like this:

• Weekly Blog Post: Articles like “How to Choose the Best Eco-Friendly Razor for Your Skin Type.”
• Monthly Comparison Guides: “Plastic vs. Metal Razors: Which is More Sustainable?”
• Quarterly Case Studies: “How Our Reusable Razors Have Helped Reduce Plastic Waste in the U.S.”
• Ongoing Product Updates: Refreshing product pages with new customer testimonials and sustainability reports.

By publishing consistently, your brand stays relevant, attracts organic traffic, and continues to grow authority in the niche.

Step 5: Continuously Analyze and Improve

To maintain a successful SEO content strategy, it’s essential to regularly evaluate your site’s performance. Conduct content audits and SEO audits to determine what’s working and where improvements are needed.

Several SEO tools and website graders can help track key success metrics, such as:

Refining Your Strategy Based on Insights

Your analysis should focus on two key areas:

Identify What Works and Do More of It

• Look for trends in high-performing content.
• If your eco-friendly razor brand sees high engagement on video tutorials, prioritize more video content.
• Adjust your editorial calendar to invest more in content formats and topics that resonate with your audience.

Update and Optimize Older Content

• Content that ranks but isn’t fully optimized presents an opportunity.
• If a blog post originally targeting “best reusable razors” is unexpectedly driving traffic for “plastic-free shaving”, re-optimize it by adjusting the title, headers, and keywords.
• Small tweaks can lead to significant traffic gains.

Keeping Your Site SEO Optimized

Regular site-wide SEO assessments ensure that both your content and technical elements remain aligned with Google’s best practices. Free website graders and SEO auditing tools can provide instant insights into overall site health, helping you maintain strong search visibility.

By continuously analyzing, refining, and updating your content, your razor brand can stay ahead of trends, improve rankings, and provide a better user experience, driving long-term SEO success.

Step 6: Assess the Quality of Your Backlinks

Regularly evaluating your backlinks helps determine their impact on your SEO performance and refines your link-building strategy. High-quality backlinks from authoritative and relevant sources strengthen your site’s credibility in the eyes of search engines.

Search engines view backlinks from reputable websites as a vote of confidence in your content. The more high-quality links pointing to your site, the better your chances of ranking higher in search results.

How to Audit Your Backlink Profile

To assess the strength of your backlinks, use Semrush’s Backlink Audit tool:

While toxic backlinks (spammy or low-quality links) exist, Google typically ignores them. Instead of focusing on removing bad links, prioritize gaining more high-quality backlinks.