Quality content is one of the most important aspects of online marketing; however, due to annual changes in Google’s algorithm, there is plenty of out-of-date advice circulating the Internet. Fundamentally, Google’s primary focus is to enhance the quality and relevance of their search engine results and if you try to cut corners, your business will suffer. Here are the top three mistakes businesses often make.
Writing content 3 times a week
Blogging is a great way to keep your readers updated with happenings within your industry; however, you don’t need to blog every other day if your primary purpose is to retain your rankings. In fact, one or two excellent posts per month are more than enough to keep Google satisfied.
In addition, too much blogging can actually drive readers away. Unless you actually have something worth saying, don’t bother; you’ll only lose people’s interest. Gone are the days when you had to write “x” amount of “x-word” articles to rank; truth be told, there’s no mathematical formula.
Think about dedicating a chunk of your writing time to promotion instead. Rather than write articles for your own blog, perhaps concentrate on guest posting to acquire backlinks, or spend the time interacting with your readers and trying to turn them into clients.
Producing short content
Short content is fine if you’re writing copy. But if you’re writing informative content with the aim of boosting your search rankings, then it won’t quite cut it. Years ago online marketers used to say 300-words was perfect; this gradually increased to 500-words; but now, simply put, the higher the word count, the better.
This directly ties in with content frequency and quality. Rather than writing three 500-word articles per week, one 3,000-word article every two weeks is far more beneficial and will allow you to develop a highly focused piece that 99% of other websites or blogs in your industry won’t have.
However, always think about what will benefit your readers. If an article warrants being longer, then make it longer; while if making it longer would simply result in fluff, make it smaller. The better you make the user experience the more likely it is to get shared via social networking websites. For example, The Pink Group’s Social Media Cheat Sheet may not have a high word count, but because it’s such a high quality piece of content, it’s been shared over 12,500 times.
Expecting people will just read it
Google places a huge amount of emphasis on quality content and if you manage to rank without it, your success will be short lived. Quality content is without a doubt one of the most important aspects of maintaining your position in the search engine rankings; however, without promotion nobody will read it.
Link building and content production comes hand-in-hand; one cannot survive without the other. According to most SEO’s, link building accounts for 90% of the ranking process, so after you’ve subjected hours to writing the best content you can, you must spend even more time performing outreach. But link building isn’t just about quantity. In fact, if you acquire too many in a short space of time from poor quality websites, your efforts will not be rewarded. Focus on promoting your content on websites and blogs that are not only relevant to your industry, but highly authoritative.
In order to acquire links from these high profile sources you must develop “power pages” – content that others will actually want to link to. For example, tech company Cheeky Munkey developed a “how to remove malware guide” for their readers. While it doesn’t directly relate to their business model, it provides useful information that authoritative sources are happy to promote.
In conclusion, content marketing is very simple. If you provide quality, lengthy and beneficial articles; promote them through authoritative sources and interact with your readers, then you simply can’t go wrong.