Search engine optimization (SEO) is the process which helps search engines to give the right – your! – answers on user requests. SEO makes sure that your website ranks higher on the results page of the search engine than those of your competitors, leading more traffic and possibly more business to your website.

Search engines aim to give users the best possible answer to a search query. To do just that, the robots behind these machines will consult the internet (discover content), index content (analyse content and save it in the database of the search engine) and collect the content when a user request corresponds to the content.


Content is king. Digital marketing does not fully function without high-quality content. Content marketing means making meaningful, dependable and valuable content, and spreading it to the (possible) client of a product. Content has to provide certainty, and inspire confidence. Each page on a website can become a destination if you publish high-quality content. A series of pages treating the same subject can make an internet hero out of you, in that specific domain.

Compared to content marketing, SEO is a little more technical. SEO is about analysing search queries, evaluating the performance of your website for those queries and the technical optimization of a website and its pages. Domains like data analytics, the structure of a website and UX and on-site optimization play a key role in SEO.

SEO requires content. And the only way to guarantee the return of investment of content marketing is to make sure that potential clients find the content, by using SEO in the implementation. So, SEO and content marketing do overlap – and an integrated approach will bring you more than the sum of its parts.


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