翻译：思亿欧外贸快车市场部
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SEO (Search Engine Optimization) is a busy and dynamic market. As search engines regularly change their algorithms to take new factors into account when calculating a website’s rank, positioning sites is becoming more challenging.
搜索引擎优化(SEO)是一个繁忙、动态的市场。随着搜索引擎在计算网站排名时经常改变算法以考虑新的因素，定位网站变得更具挑战性。
Today, SEO is no longer about low-quality content spiked with keywords to please search engine crawlers.
今天，搜索引擎优化不再是关于低质量的内容加上关键字，以取悦搜索引擎爬虫。
In reality, the smartest approach to SEO comes in the form of content marketing. For SEO to work, we need a human touch, but also financial and creative resources.
事实上，最明智的SEO方法是内容营销。为了让SEO发挥作用，我们需要人来操作，也需要资金和创意资源支撑。
Read on to find out how SEO and content marketing can work together to make a website successful.
继续看下去，去发现如何让搜索引擎优化和内容营销可以一起工作以使网站成功.
Is content marketing about to replace SEO?
内容营销即将取代SEO吗？
Some say that content marketing is on its way to overtaking SEO completely. That claim is clearly exaggerated. It just doesn’t make sense to pull SEO and content marketing apart when they go together so seamlessly — and with such amazing results.
有人说，内容营销正在向完全超越SEO的方向发展。这一说法显然被夸大了。当SEO和内容营销如此完美地结合在一起，并且有如此惊人的结果的时候，把SEO和内容营销分开是没有意义的。
While SEO is a narrow and technical discipline, content marketing suggests a more holistic approach and is generally broader (includes many types of content: blog posts, videos, infographics, presentations and more).
虽然SEO是一门狭义的技术学科，但内容营销建议了一种更全面的方法，而且通常范围更广(包括许多类型的内容：博客帖子、视频、信息图表、演示文稿等等)。
But that doesn’t mean they should be separated. In fact, they converge smoothly. We get the technical specifications from SEO and implement them in our content marketing campaign, ensuring its success. That success translates to both fields, bringing websites not only a higher rank, but also new traffic, higher engagement and a conversion rate boost.
但这并不意味着他们应该分开。事实上，它们顺理成章地结合在一起。我们在SEO上获得技术条件，并在我们的内容营销活动中实施，以确保其成功。这一成功转化为两个领域，不仅给网站带来了更高的排名，还带来了新的流量、更高度的用户互动和更高的转化率。
Here’s how content marketing and SEO fit one another:
以下是内容营销和SEO相互配合的方式
SEO can’t workwithout content. It needs keywords, words and articles. Content marketingsupplies that, bearing in mind the requirements first established by SEO. Thinkof content marketing as a practical application of SEO in the form of content.
没有内容，SEO就不能运行，它需要关键词、单词和文章。内容营销注重的是，要时时以SEO的规则和要求来指导内容建设。我们应当认为内容营销是SEO在内容形式上的一种实际应用。
SEO is based onkeywords. SEO experts dedicate a lot of time to researching and utilizingkeywords. But how can they apply these keywords? Stuffing websites withkeywords doesn’t lead anywhere; search engines are perfectly aware of thesetactics and often punish sites that do so. The safest solution is contentmarketing. Content marketing means producing content which is written forhumans to enjoy but also targeting particular keywords.
SEO是基于关键词的。搜索引擎优化专家花费大量的时间来研究和利用关键词。但是他们如何应用这些关键词呢？用关键词填充网站不会带来任何结果；搜索引擎非常清楚这些策略，并且经常惩罚那些这样做的网站。最安全的解决方案是内容营销。内容营销是指创建那些既能让读者愉悦的，又能指向某些特定关键词的内容。
SEO needsbacklinks. One of the most powerful SEO tactics is link building. Having ahigh-authority website or portal include a link to your site is a huge boost.There are two ways in which you can get backlinks: by writing amazing contentand hoping someone links to it or by using platforms like marketing that helpreach publishers successfully.
SEO需要链接，最强大的SEO策略之一是链接构建。如果有一个高权威的网站或门户网站链接到你的网站，这对你的网站排名来说是一个巨大的推动。有两种方法可以让你获得链接：一种是写一些高质量的内容，有望有人能引述到它；另一种方法是利用一些营销平台来帮助你与内容发布渠道来建立联系。
If you’re stillnot convinced that content marketing plays an essential role in SEO, here’s acase study from our team to show you what good content can do to a website’srank.
如果你仍然不相信内容营销在搜索引擎优化中起着至关重要的作用，下面是我们团队的一个案例研究，向你展示好的内容对网站排名的影响。
Case study: Insurance company in the UK
个案研究：英国某保险公司
To illustrate the results of regular publication of content on quality domains, here’s an example of a client who used the potential of marketing platform.
为了说明在高质量的域名（网站上）定期发布内容的结果，下面是一个客户使用营销平台的例子。
Who:（公司介绍）
A company operating in the insurance industry in the UK. This industry is among the most expensive when it comes to PPC (pay-per-click) campaigns, generating rates between $2.00 and $6.00 per click. It’s also one of the most competitive in terms of SEO, which results from a huge market fighting for a very limited number of converting phrases.
一家在英国保险业经营的公司。这是PPC是最昂贵的行业之一，每次点击的费用在2美元到6美元。这也是SEO竟争最激烈的行业之一，有大量的网站在争夺着非常有限的转化。
Problem:（问题）
The insurer’s marketing department reached out to marketing, asking for help in developing and implementing a long-term strategy to obtain links and create content that would result in an increase of its position on the most important and high-converting phrases. The goal was increasing traffic from organic search results, which in turn was supposed to increase sales through the website. Until now, by means of intensive SEO activities, the company managed to get to the top 10 results for two phrases. However, that result did not provide the company with the conversion rate they wanted. The positions of these keyword phrases, along with the organic movement before the start of the campaign, was as follows:
保险公司的营销部门与营销平台联系，寻求帮助制定和实施一项长期战略，以获取链接和创建内容，从而提高其最重要和转化率最高的关键词的排名。目标是增加有机搜索结果的流量，从而通过网站来提升销售量。直到现在，通过密集的SEO活动，该公司设法获得了两个关键词的前10名的排名结果。然而，这一结果并没有为公司提供他们想要的转化率。这些关键词在活动开始之前的排名以及流量情况如下：
Solution:（解决方案）
Thanks to the support of the marketing platform, the company published over 300 publications on websites with very high authority within 12 months. Each month, there was an increase not only in its position in search rankings, but also in website traffic.
Targeting the B2C sector, the publications were not limited only to advertising the insurer’s services, but mainly served to communicate curious facts, latest industry trends, education and advice for the users of smartphones, laptops, tablets and other types of the latest technologies.
Thanks to that focus, it was possible to extend the subject of domains on which the publication was placed and to reach a wider range of users through not only technology-related websites, but also general-information and local portals.
在市场平台的支持下，该公司在12个月内在权威很高的网站上发表了300多篇文章。每个月不仅其在搜索排名中的地位有所提高，而且网站流量也在增加。
针对B2C行业，这些文章不仅限于为保险公司的服务做广告，还重点与智能手机、笔记本电脑、平板电脑和其他最新技术的用户分享有趣的事件、行业最新趋势、知识和建议。
多亏了这些聚焦，通过在这些网站上发布文章，不仅可以通过与技术有关的网站，还可以通过一般信息性的网站和门户网站，来接触到更大范围内的用户。
Campaign results:（运作结果）
Already, two months after the start of the campaign, there was a visible improvement of the organic results situation, which, together with the peak months in the e-commerce industry, resulted in a significant increase in traffic on sub-pages, generating more sales inquiries.
活动开始两个月后，自然搜索结果的状况已经明显改善，再加上电子商务行业的旺季的因素，子页面的流量一度显著增加，产生了更多的销售询盘。
Here’s a table presenting the number of clicks from organic results on subpages only related to these phrases – excluding other traffic channels, as well as the home page and subpages that were not taken into account when running campaigns and obtaining links.
这个表格显示了仅与这些关键词相关的子页面上来自有机搜索结果的点击次数，不包括其他流量渠道；以及在此活动和链接获取过程中未考虑进去的主页和子页面的流量。
As a result, the campaign achieved the ROI of 255 percent at the end of 2017. The company reduced the average cost of user acquisition and made the sale partially independent of investments in PPC. Another benefit the company noted was the increased brand awareness. The mentions appearing in publications translated into increased traffic on brand phrases and direct visits to the site, in addition to direct visits from links included in publications.
结果，到2017年底，此次活动的投资回报率达到了255%。该公司降低了平均获客成本，并且使得其销售业绩已经在一定程度上不受PPC投入的影响。该公司注意到的另一个好处是品牌知名度的提高。文章中对于品牌的提及，直接转化成了品牌关键词所带来的流量，和除了文章中的链接带来的流量之外的，对于网站的直接访问流量。
Invest in content marketing now
现在就投资内容营销
Five years ago, only the most prominent brands with multimillion-dollar marketing budgets could afford content marketing. They published on high-authority websites and portals as a way to acquire valuable links. Back then, that type of promotional campaign was well outside the financial reach of small and mid-sized businesses. An average marketer or SEO expert could only dream about such sophisticated link-building strategy.
五年前，只有那些拥有数百万美元营销预算的知名品牌才有能力进行内容营销。他们在权威网站和门户网站上发表文章，以此获取有价值的链接。当时，这种类型的宣传活动远远超出了中小型企业的财力范围。一个普通的营销者或SEO专家对于这种精妙的建立联系的策略只能幻想。
But today, the situation looks completely different, and getting in touch with publishers is easier than ever.
但今天，情况完全不同了，与内容发布机构取得联系比以往任何时候都容易。
Content marketing is of great value to link building as a proven and fail-safe way of acquiring quality backlinks. If you’ve been considering investing in a content marketing strategy, now is the best time.
内容营销作为一种行之有效的、可靠的获取优质反向链接的方法，对链接建设具有很大的价值。如果你一直在考虑投资内容营销策略，现在是最好的时机。
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