Content Marketing has continued to play a vital role in many B2B SEO strategies. Whilst content marketing focuses on providing value to your audience and SEO is primarily about helping search engine algorithms ascertain the value of your content, it is clear that both SEO and content marketing go hand-in-hand.

In this article, I will be discussing the interrelationship between both SEO and content marketing and more importantly – how powerful these can both be when combined.

Implementing Relevant Keywords

Arguably the most essential element of SEO lies within research and sourcing relevant keywords. It is crucial to use keywords in a manner that allows the content to follow naturally, avoiding stuffing a page or content piece with keywords. When used appropriately, the content will see a higher rank in the search engine results pages (SERPs).

When creating content of any nature, embedding the target keywords in both the main body and headings of the page is essential to rank well as well as boosting organic traffic onto the site. It would be advisable to follow a reasonable approach when doing this as once again, keyword stuffing can result in a negative impact on SEO.

Additionally, optimising content with relevant keywords can transpire further than simply what is written. Attributes such as images for instance, can be further optimised by use of Internal links, Alt tags and Image titles – more specifically, anchor text, tags and titles that have been written with keywords in mind.

This small addition to a page or article can create an impact on your visibility within the SERPs, thus further improving your SEO performance.

Valuable and Quality Content

Both SEO and content marketing have a common necessity of consistency. With Google’s latest core algorithm update further shifting focus onto content which has quality it is clear that fresh, unique and original content outperforms content which has low-value or is repetitive.

This is extremely vital to take into account when considering your B2B SEO strategy since Google have recently announced another core update scheduled for May this year. Whilst little is known at this current point, we can expect a similar trend of quality content to be an important ranking factor.

Content must be able to not only entice user’s into reading more but also resolve issues they may be facing – again, that of which is considered valuable. Creating content which is considered influential can be achieved by using relevant keywords and targeting visitors.

This is one of the most vital aspects Google uses to determine the relevancy and rank of a page or piece of content.

Quality Links

Whilst keywords and quality content are a major factor of SEO, links or more specifically link-building through content creation is equally as crucial. Connecting your links within the content on your website with high-domain authority sites that are topically relevant can not only increase traffic, but also help carry the weight in the DA score (domain authority) onto your website.

The DA score is otherwise known as the most accurate representation of the search results landscape, and key to understanding exactly why certain websites may rank higher than others. It has been apparent that websites which have a higher DA perform better than those that have a lower DA, as a result there is a direct correlation between websites with a high DA score ranking highly.

What is important to remember that whilst sourcing multiple links with an average DA to your website may be tempting, it is far more effective to obtain one link that has a high DA since this will hold more weight.


Polaris is an award-winning B2B SEO agency in London specialising B2B, PPC, e-commerce and the healthcare industry.

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