May 12
14
What clients need to understand about producing their own quality content.
Some small businesses or start ups can’t afford to hire a content creator – and that’s not a problem. SEOs are happy if a client produces their own content, but people who don’t understand SEO are all asking the same questions: Why can’t I just reiterate what something I’ve cut and pasted from another source? Why does that 2,000 word essay I wrote have such a high bounce rate? If this article made my site popular three years ago, why is it getting buried now? Why isn’t this working?
There is a lot of content out there, and there’s more to be created. Professionals who understand how to write effective content don’t always appreciate how difficult it might be for the uninitiated. With the SEO world evolving as quickly as it is, it’s more important that we clarify how to best write the most effective content.
These are some of the questions I’ve come across.
This advice isn’t even close to what I was told a couple years ago when I first hired an SEO. What gives?
Simply put, stuff changes. Keyword tags used to matter; now they don’t. Content used to be important: now it’s king. It’s not a bad thing – if anything, it’s actually a blessing. The web is evolving to reward the best of something, not the most. But it requires a dedication to nurturing your site on a regular basis, and a huge part of that is content. Concise, well-written content will get you rankings. Consistently adding fresh content to your site will strengthen this. ‘FRESH’ is the important part.
Why Can’t I Cut and Paste Other People’s Content?
It’s a terrible Idea: Not only are you stealing, but in the eyes of ‘teh internets’ you’re duplicating content. Don’t think that Google won’t recognise this: even reiteration isn’t a guarantee that the algorithms aren’t going to notice. If you duplicate copy, Google will compare both sites to determine whose content has been on the web longest, and reward that site. The duplicated copy that you posted to improve your site’s content will actually cost you – either in rankings, or some other metric that is detrimental to the desired results.
So, in short, don’t create more problems that you’ll have to pay someone else to fix: The whole purpose of creating your own content was to save money.
What’s a related phrase and why is it better than using the same word over and over?
Google is capital ‘S’ Smart. It constantly evolves, analyzes and improves itself. It currently has its own little database on you, friendly reader: It knows what you like, where you surf and how often you’re online – and tailors itself to you based on these needs, whether it’s in the SERPs or adverts.
Part of this intelligence is its ability to discern related search terms based on original queries. Gone are the days where repetitive words are helpful to your search results. Incorporating some related terms into your copy will achieve better results; it essentially casts a wider net into the ocean that is the web.
So… How do I do this?
Remember, site content is only relevant to the user if they find what they are looking for, and quickly.
Boil it all down by using:
- bulleted lists (just don’t go overboard)
- small paragraphs
- appropriate headings
- a lot of white space
- add to it on a regular basis
- don’t forget a CALL TO ACTION
The best way to do this is to keep your copy CONCISE, CLEAN, and EASY. Does your client/consumer know what you want them to do when on your site? Tell them, don’t assume they know. You’d be surprised how much that can impact your site.
Jim Hedger
Jim Hedger is an organic SEO and digital marketing specialist. Jim has been involved in the online marketing industry since 1998 and a SEO since 1999. Best known as a broadcaster, interviewer, content writer and search industry commentator, Jim is a frequent conference speaker and organizer. He hosts the search focused radio show Webcology on WebmasterRadio.FM and is a WebmasterRadio.FM conference interviewer. Jim brings a wealth of knowledge, experience, passion and creative thinking to each project. Preferring a teamwork approach, Jim strives to inform and train his clients and their staff to run and maintain their own search and social media efforts.
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