The Increasing Need For Content In SEO and IM
Rather than produce a pot-boiler piece here, I’ve asked regular contributor Dawn Francis from Demondemon.com to come up with her take on the need for a more focussed content strategy in 2014. It’s her post below, though I’ve started with this image (courtesy of contentwrite) which reflects pretty much exactly my own initial issues when getting the mix just right. How does Kontent Machine fit into the new paradigm?
I suspect many of you here understand the value of a sound content marketing strategy. Let’s face it, it seems like old news now, and in the ever-changing world of search engine optimization and Internet marketing, old news can often mean redundant news.
In terms of supplying content for your site however, nothing could be further from the truth. If anything, we are reaching a stage where, when it comes to ranking a website successfully, links and content will finally have parity.
For many years, since Google introduced links as a main metric to measure the authority and trust the site, links have been far and away the most important factor in ranking.
Since 2009 in particular we’ve seen the gap closing between the value of these links and the value of the actual content presented on the site itself. 2014, looks like being the year that we reach parity and that links and content are equally important for the success of your website.
Here’s the question that I asked myself when approaching this as the new way to progress.
What aspects of on-site content are actually important?
After a few days research (including a lot of time at with my friends at Search Engine Metrics), we’ve come up with these 5 killer points for content success online. All aspects of which can be achieved with the sensible use of a content management application such as Kontent Machine
The five main areas that you should consider when formulating an effective content strategy for your website.
Keyword Spamming is Out.
For most of you this will go without saying. The density that any particular keyword should be used has been decreasing year on year. 2011 and the Google Panda update handed out particularly severe penalties for those who had obviously and egregiously overused particular keywords in the hope of ranking them better.
A 1-2% keyword density of any word or phrase (excluding stop words) should be a sensible maximum. If you don’t think you’ve got your point across, or emphasized the main purpose of your article or post when reading it through, then the answer is to increase its length rather than the density of the keywords used. This brings us on to point two.
More is More.
A few years ago a 300 word article was considered the norm for most bloggers. A 500 word article was considered a luxury. Now, 500 is the absolute bare minimum and a better target would be 800. That’s not to say you should go on for ever and suffer from TL;DNR issues (too long, did not read). Where 800 can be considered a minimum, 1500 is a sensible maximum for most articles. A sweet spot of between 1000 words and 1200 words will separate you from the pack as most bloggers and Internet marketers do not provide this much value. A final note here. Be wary of seeking out or accepting guest blogging opportunities.
Widen Your Scope
Those of you who have memories of the Internet from 2009 or earlier may remember a lot of single page sites promoting individual products. A dog collar, a patio heater, a television set. Something like that. You very rarely see these anymore.
Tightly focused websites on individual products are increasingly hard to rank. However broadening the scope works for both the webmaster and the target audience. For example, rather than build a site dedicated to a patio heater, a larger site encompassing all types of garden furniture will likely fare a lot better. It will also give the website owner the opportunity to expand in future and, if coupled with sensible and authoritative content as well as just selling sales copy may become a reference point within the niche.
What do I mean by that? Why…point 4 of course…
Building a Brand
It’s very hard to become an authority without being known. That’s not to say that many haven;t tried in the past, and some even had some short term success.
Anonymous authority sites are few and far between and some large entities that have tried this approach have failed in recent years.
“Question-and-Answer” sites that were mostly driven on user generated content, were once seen as a great way to get free content and to rank by providing obvious proof of social interaction. Yahoo answers being a good example of the type of site I’m talking about. But whereas they used to rank regularly on page one as recently as 18 months ago, you will likely have noticed how few and far between URLs from these sites now appear in high-ranking positions.
They have been replaced by authority sites with a known brand. Albeit sometimes a brand that is being built as the site progresses. Named authors, regular postings, (this is where Kontent Machine really comes into its own) information that is not readily available elsewhere. While a lot of these sites may have padding, and use a lot of curation and syndicated content, there is also a decent percentage of genuine unique content that is heavily but sensibly promoted. Often with the authors image and name attached as well as the site URL.
Brand building is a huge topic that deserves its own articles, and I’ll be doing these on the sister site demondemon.com over time but for now, be aware that a large site with a recognizable brand is winning most of the Internet marketing battles.
Another old trope. We’ve had it hammered into us for years that images and video are important. But perhaps the way they should be used for best effect has changed subtly over the past couple of years. Linked images and videos from authority sites in the multimedia market such as YouTube and Pintrest now seem to offer better results than images and videos hosted by your own site.
A side point
This isn’t a situation I’m particularly happy about. If ranking in Google is of major interest to you then you may of noticed that they like to be fed content in the form of YouTube videos which in turn increases their visibility at your expense.
Effectively they are using user generated content to create their own online empire. Not just a directory like Google, but an actual place where people stop and shop. Content that you created to benefit you ends up being a far more benefit to Google. They reciprocate by slightly increasing the search value of links from YouTube videos with better metrics ( visits, likes and user retention) but overall I can’t help thinking they are the real winners here.
Where Does Kontent Machine Fit Into This.
Simply, it allows you access to the largest database of content available anywhere on the Internet. It provides all the processing power you need to turn that into high quality content for your website or your links.
While I strongly suggest that the end result contains an element of unique written content with added value, the bulk can be curated and sourced using Kontent Machine as your muse saving you hundreds of hours and thousands of dollars. Yes it works fantastically in 2014
Mixed with a sensible amount of unique content and on niche syndication, it provides the missing link that will save the average Internet marketer 60 to 70% of their time which is currently spent laboriously thinking of ideas and then typing them out. Far better to use the super powerful features of Kontent Machine to do this for you.