SEO: Should you focus on technical optimization or content marketing?

In digital marketing, we often differentiate technical SEO from content marketing even though these two concepts are related. Indeed, the success of a website’s organic positioning depends on the symbiotic relationship between these two concepts. It’s not a question of choosing between the two, but rather evaluating the amount of effort to put into each so that your website performs better.

To help you gain a better understanding, we will explain what the various technical optimization and content marketing actions consist of. We will then give you some tips to find out what methods are best for dealing with your issues.

What is technical SEO?

Technical SEO optimization for your website is essential for it to be understood by search engines and Internet users. This includes optimizing its structure and facilitating accessibility while considering the user experience. There are several types of technical optimizations to improve your SEO:

  • A clean HTML code
  • Well-designed on-page criteria
  • Fast loading speed
  • Clean and understandable URLs
  • A secure website with the HTTPS header
  • Mobile-friendly design and content
  • Error handling (401, 403, 404 …)
  • Proper use of canonical tags
  • Good use of redirects (301,302 …)
  • Etc …

What is content marketing?

Content marketing is the creation and distribution of articles, blog posts, videos, guides, images, computer graphics, podcasts, etc. In short, everything that is produced by a publisher or an online business, whether on their own website or an external one.

Content marketing plays a major role in a website’s SEO. If it isn’t taken into account, the positioning of a website’s pages can really suffer. Here are some of the most popular content marketing practices:

  • Positioning on long tail keywords.
  • Acquiring numerous external links.
  • Writing blog articles that are optimized, relevant and useful for users.
  • Community management on social networks.
  • ..

Technical or content, what kind of SEO should you focus on?

Unfortunately, like many questions about SEO, the answer is often frustrating since it depends. Essentially, the ratio of technical SEO to content marketing depends on many things including the current situation of your website. In other words, identify the strengths and weaknesses of your website to split your budget between maintaining its strengths and correcting its weaknesses.

Sometimes a content problem will have to be solved with technical SEO. For example: If your website suffers from bad positioning due to content cannibalization (meaning many of your pages are positioned on the same keyword), you should review the targeted keywords for each of the positioned pages and, if necessary, use canonical tags. Another example, if your product pages with many configurations (size, color …) aren’t classified in the SERPs, the problem could be technical, such as ineffective crawling or indexing of the products. Technical SEO should therefore be your priority. Note that this can also be a duplicate content problem that prevents Google from understanding which elements differentiate each page.

If time is your main constraint, it will be difficult to find out which method generates results as quickly as possible. Even so, you should know that content marketing generates results much faster if the website is properly designed with flawless technical optimization. Technical optimization is the foundation of a successful website. Without this, a website will never achieve the same SEO results as one optimized at the technical level.

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Summing up the choice between technical SEO and content marketing

In the end, your decision should be based on your website’s weaknesses and your current goals. If you haven’t carried out the technical optimization of your website, we recommend focusing on this aspect before others since it will boost the performance of your content at the same time. In this case, it is even recommended to carry out a technical audit of your site that will comprehensively analyze your site at the technical level. If the weaknesses you have identified come directly from your content, an investment in content marketing is more appropriate. Be aware that this ratio shouldn’t remain static: it must constantly evolve according to the state of your website

If you are unable to identify the causes of SEO problems on your website, don’t hesitate to contact us and our Little Big Team will come to the rescue.