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Why SEO should always complement your content marketing
为何文本网络营销要以SEO为重编
Columnist Trond Lyngbø explains how the synergy between content marketing and search engine optimization (SEO) can produce web paSEO街道社区ges that will best serve your customers.
时评译者Trond Lyngbø为你阐释文本网络营销与SEO的相互配合是怎样建立倍受客人热烈欢迎的网页的。
”数据资料作者：http://searchengineland.com
译者：Trond Lyngbø
译者：思亿欧外贸出口特快销售部
让我们将这个难题具体到细节。现行的SEO理念认为，正确地将二者协同起来，可能意味着指数级的成功和重大的失败间的差别。
SEO & content teams must work together early
SEO与文本项目组要在早期就开始合作
SEO consultants should participate earlSEO街道社区y in the process, even before decisions about content creation are made.SEO顾问要在早期就参与文本网络营销过程，甚至是在文本创意决策之前。SEO isn’t about keywords or phrases alone, and effective content marketing is more than just crSEO街道社区afting articles and other forms of online content around high-volume keywords that will drive a lot of traffic.SEO并不仅仅只是关键词和短语，而有效的文本网络营销也不止于围绕高搜索量的关键词来建立精致的文章、表格和其它形式的在线文本，来获取大量的流量。Keyword analysis shoSEO街道社区uld be used as a way to study and better understand your customers. The goal should be to know them — their needs and preferences, their problems and worries — on an individual level.
关键词分析需被用来分析和更加了解你SEO街道社区的客人，关键词分析的目标要是，从个体的层面了解她们的需求和偏好，她们的难题和担忧。
For example, a shoe manufacturer may want to get ranked for searches on “best running shoes for flat feet” or “best running shoes overpronation.” Rather than SEO街道社区rushing out to create content optimized for these phrases or search terms, I recommend studying the intent that underlies these searches.例如，一家鞋子的生产商希望其网站有关“扁平足者最好的跑鞋”和“足内翻者最好的跑鞋”两个词取得好的排名，我不提议她们急于去根据这SEO街道社区两个关键词去建立和强化文本，而是提议她们去了解使用这些关键词的搜索者们真正的需求。·What are prospective buyers really looking for?
潜在买家真正想要寻找的是甚么？
·What problems do they want you to solve for them?
她们希望你为她们解决甚么难题？
·What are they revealing about SEO街道社区their situation or needs?
她们的现状和需求是甚么？
Once you uncover the unstated intent behind a search phrase, you will be able to create content that answers their questions, engages their attention and kindles tSEO街道社区heir interest. Inevitably, this increases the likelihood of a sale.一旦你了解了搜索关键词背后的真正意图，你就能够建立出能解决她们的难题、引起她们的关注并激起其兴趣的文本。必然，也提高了她们购买的可能。Use content to initiate and develop relationships
用文本去建立和发展关系
Your cSEO街道社区ontent shouldn’t be limited to covering a broad subject or achieving a certain keyword density. Your content should communicate with visitors in a manner that resonates with them on a deeper level.
做文本SEO街道社区的目的不能局限于阐释两个话题或达到一定的关键词密度，文本要要能与访客有交流，并且在更深的层面与之有共鸣。You shouldn’t be talking at them or using content that goes above their heads. Meet them where they are, then guide them along a path that adds valSEO街道社区ue by providing information, advice and assistance.你不能只对她们喋喋不休或是让她们感觉云里雾里，到她们所在的场景和境况里去，然后通过提供信息、提议和支持将她们引导到增值路线上去。The content you produce should provide assurance and build confidence. You can use itSEO街道社区 to show empathy by acknowledging their problems — even before they are explicitly stated. If you have already uncovered their intent, this is relatively easy.
你所建立的文本要要靠谱并让受众能对你们建立信心。你可以认可她们的难题以示同情，即SEO街道社区便她们没有明确地说明自己所面临的难题。如果你已经发现到了她们真正的意图，这就相对容易一些了。
Produce the best content you are capable of publishing. Make each page on your website a destination where your prospects will find the absolutely best inSEO街道社区formation about a topic or subject, product or service, problem or solution.建立你能发布的最好的文本，让每一张网页都成为潜在客人访问的终点，在这里她们可以找到有关两个话题或学科、产品或服务、难题或解决方案的最好的信息。
As I’ve mentioned before, the ultimate goal of contenSEO街道社区t marketing is to be memorable and remarkable so that your audience cannot afford to ignore you.正如我前面所讲到的，文本网络营销的终极目标就是让自己卓越和令人难忘，让受众无法忽视你。Smart content marketing combined with SEO can appear magical
文本营SEO街道社区销与SEO联手魔力登场
When you integrate SEO with intelligent content marketing, your website visitors will almost believe that you’re a mind reader… because you will be giving them exactly what they came in seaSEO街道社区rch of!当你把SEO与精妙的文本网络营销相结合，你的网站访客会认为你几乎是会读心术了，因为你能精确地给到她们想要搜寻的信息。
Of course, you know it isn’t magic but rather smart SEO analysis. By studying the keywords of site visitors, by tracking their path acrosSEO街道社区s your website, by using analytics data to study how long they stay on your pages and which ones they visit next, you will be steadily building a set of typical user profiles and collecting more and mSEO街道社区ore insight into what your audience wants.
当然，你知道这不是魔术，而是聪明的SEO分析。通过研究访客所使用的关键词，通过追踪她们在网站上的访问痕迹，通过数据分析她们在网页上停留的时间和下两个访问的网页，你可以有规则地建立典型用户的画像，进而能更加深入和更多地了解她们到底想要甚么。And then, your perfectly targeted conteSEO街道社区nt delivers it to them.然后，向她们推送极具针对性和目标性的文本。You’ll predict their questions — and answer them even before doubts pop up in their minds. Armed with predictions based on keyword research to uncover custoSEO街道社区mer intent, you’ll be able to incorporate an element of psychology into your content, which will impress and delight your customers.你可以预测到她们的难题，并在她们想到这些难题前就给出答案。当你掌握了怎样通过研究用户所使用的关键词来发掘其真实意图，你就能够在文本里加入SEO街道社区心理学的元素，这会让客人印像深刻并取悦她们。You’ll understand what keywords typed into search engines reveal about user intent, and you can then tailor your content plan to build upon it. Long-tail keywords provide you witSEO街道社区h even more granular information that allows your content to be specific, relevant and tightly focused on delivering value.你了解了甚么样类型的关键是反应用户的真实意图的，你就可以在此基础上定制文本。长尾关键词能给到你更多更细化的具体信息，你可以建立详尽的、相关性强的和关注度高的SEO街道社区文本。In an earlier column, I explored eight distinct facets of an effective content marketing plan that lets you dominate a niche or market. You can use those principles along with the ones we’ve just dSEO街道社区iscussed to great impact.在之前的文章里，我提到过能让你占有某个领域或市场的话语权的高效文本网络营销的八大要素，你也可以将这些与本文相结合去应用。But to put the synergistic effect of SEO and content marketing in a nutshell:简而言之，有效的SEO与文本网络营销的协同是：Know your customer’SEO街道社区s intent, and tailor your content to meet their needs.了解客人的意图，然后定制文本来满足其需求。This requires an intimate and supportive effort between your SEO and content marketing teams right from the beginning.
这需要SEO人SEO街道社区员和文本网络营销项目组之前从一开始就紧密合作和相互支持。
