Any SEO strategy should include a content marketing strategy, and for good reason. Google’s algorithms are now so advanced they can understand the ‘context’ of words, which means we no longer need to stuff our websites full of single keywords. This will not be seen favourably by Google anymore. It is much better to use what we call ‘long-tail keywords’, these are search phrases that are much more specific, maybe containing 2, 3 or 4 words. Users are now much more savvy when it comes to searching online. They know that if they type in ‘black patent shoes’ they will find black patent shoes. However, if the user typed in ‘black shoes’ but actually wanted black patent shoes, they will understand that the results won’t be as relevant. So if you have a content strategy where you are writing unique, relevant content that is of interest to your users and which contains a few long-tail keywords, and which also shows to increase the engagement of your users, then this content will achieve more visibility in organic search results.