Why Content Is Not Actually King
Most of us have heard how Google and other search engines “love” fresh content. I’m sure most of you have even been told that if you publish content on a regular basis, you will be able to increase your rankings, authority and monthly traffic.
Although this is true to a degree, creating content that’s not guided by SEO is extremely limited in its ability to produce the type of results you have heard about and are most likely looking for.
If you check out at the various content development firms that exist throughout the country, those that are successful like Skywords and Wordstream take the time to:
- Research the online motivations behind their target audiences.
- Create unique content that is complimented with sufficient depth of information and details.
- Properly embed internal and external links in strategic locations within an article or landing page.
- Map their subjects to seasonal and other offline variables that drive online consumer interest.
Are successful at:
- Attracting qualified traffic to their clients’ sites.
- Getting their content to rank within the first few positions on search listings.
- Increasing monthly qualified conversions for their clients.
What Happens If You Only Create Content for the Sake of It
There are plenty of businesses and brands that have been burned by content development firms that claim they know all about SEO, but operate based on a model that sees one content strategist fulfill impossible daily quotas.
This urgency and demand forces the writer to essentially copy and paste as much information as possible, leaving their work unoriginal and duplicated. When duplicate content is added to a website at length, Google and other search engines begin to find their experiences are not meaningful, informative, or relevant and therefore, they shouldn’t be indexed at the top of search listings.
You can try to cheat the system or believe that word count doesn’t matter, but at the end of the day, the only things you’ll have are your convictions, not results.
Julian Scott Connors is an experienced search marketing director who has developed complex, wide-scale search and social campaigns for brands that include: P&G, The Source, Papa Johns, GiveSmart, and more.
A published author on the concept of "Social SEO", Connors contributes to a number of recognized publications and speaks are digital marketing conferences throughout the country.