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Make Your SEO and Content Strategies Work Together

How well do your content marketing and SEO strategies get along? Is one driving the other or do they both exist in different worlds with very little overlap?

These may sound like abstract questions, but if you’re serious about driving traffic to your digital properties, you’ll want to make certain that your SEO and content marketing strategies are working in perfect harmony.

Of course talking about working in harmony and actually working in harmony are two different animals. Nonetheless, there are a couple steps that even the smallest casino affiliate can take to beef up this symbiotic relationship.

Keywords are Your Seed Corn

In the world of SEO and content marketing, the question of, “which came first, the chicken or the egg?” is somewhat irrelevant. After all, your content should be driven by your keywords and your keywords should be an integral part of your content strategy.

In a recent posting on, writer Andrea Lehr suggested that content creators use Google’s autocomplete and related search features to brainstorm a list of content ideas that are relevant to their verticals. Once you’ve compiled a list of potential keywords, you can start integrating them into your content creation workflow.

Audit and Review

Conducting an audit of your site to reveal its strengths and flaws is something that no one wants to do, but everyone should be doing.

Content marketing experts, including Lehr, suggest that content creators should focus on keeping their content updated, even if this means going back and deleting or changing old posts. (This is the reason that “evergreen” articles are considered such a win for publishers.)

Understanding the strengths and weaknesses of your digital properties can be a painful process but if you’re serious about staying relevant, it’s one you’ll definitely engage in.


Merging your content and SEO strategies can be time consuming up front, but it’s an exercise that can pay off big dividends when search bots start crawling your sites.