Internet users visit websites for different reasons, but most of them seek high-quality content. Even if you regularly create high-quality content, though, it may fail to bring long-term traffic to your website. It's not uncommon for content to generate a substantial amount of traffic once published, only to experience a gradual decline in traffic shortly thereafter. Known as content decay, it can devastate your website's performance. Whether your website has a single page of decaying content or pages, you can revive them safely. Yes, the measure of traffic your site creates is impacted by your site's content!
Optimize for Readability
One of the most common causes of content decay is poor readability. You can spend countless hours writing a high-quality article or blog post, but unless it's optimized for readability, it will likely decay. Upon discovering difficult-to-read content, visitors will leave your website, never to be seen or heard from again.
Visitors typically don't read every word when viewing digital content. Rather, they scan content while looking for important words and phrases. A study conducted on user experience consulting firm, found that nearly 4 in 5 website visitors consume content by skimming. Therefore, you can optimize content on your website for readability by making it easy to scan.
Consolidate Similar Content
Consolidating similar content on your website can protect it against content decay. If two pages cover the same topic, they'll likely rank for the same keywords. As a result, pages will compete for same search traffic. Search engines may increase the rankings of one page while lowering the rankings of the other page, which then leads to content decay. To protect against content decay, you should combine pages with similar content together. Don't just copy and paste the text from one page onto the other page.
Creating SEO Content: Write for People or Search Engines?
One of the biggest decisions that content creators face is whether to write content for a website's visitors or for search engines. Unfortunately, many writers focus too much on following precise search optimization guidelines in favor of Bing/Google, and ignore writing about what their audience will enjoy reading. What many digital marketing professionals miss is that creating good content your audience will enjoy reading is exactly what Google wants you to do. Therefore, if you publish high-quality content that focuses on your audience, you will improve your website's organic search engine rankings as well.
Define Your Audience
The first step in creating SEO-friendly content for your-audience is knowing who you are writing for. Know your audience. That means defining a target audience for your content. One good way to define your target audience is to think about who could benefit from products or services that you offer. You should also take a look at an unmet market need and see where your brand could fill that need.
Thoroughly Research Your Audience
Google ranks websites on many factors. However, one of the most important factors is how well a website's content meets needs of its target audience. After defining your audience, you will need to learn about them.
Learning about your audience is keyto connecting and building trust with them through search engine friendly content. If you want traffic from Google, your content must demonstrate that you know your target audience better than your competitors. If you don't have a lot of consumer data on your audience, hire a market research firm like KEYSOME to analyze them for you.
With search engines now able to detect and penalize websites for utilizing black-hat search engine optimization (SEO) processes, many digital marketers have started investing in content marketing. It's a safe, white-hat SEO process that delivers superior results when performed correctly.
A study found that digital marketers who embrace content marketing generate nearly eight times more website traffic than those who don't. Whether you're trying to generate more website traffic, raise awareness for your business's brand or drive more sales, content marketing can help. However, there are several common content marketing myths that you shouldn't believe.
You Should Only Publish Content on Your Website
As a digital marketer, your website is arguably your single most valuable asset. It represents your business's brand while also serving as platform on which sales or conversions occur. With that said, your website shouldn't be the exclusive destination for all your content.
Publishing content on other channels allows you to reach more users, resulting in a more effective content marketing strategy. In addition to your website, you can publish content on Facebook, Twitter, Medium, Tumblr, Reddit, Quora, email newsletters and relevant blogs. Just remember to customize your content to match the audience of channel on which you publish it.
This type of article focuses only on content that can stay relevant for many years after being made available online. Good examples of evergreen content are how-to's, listicles, and product reviews. This content might not generate good traffic results in short-term, but it will grow in popularity over time.
When it comes to brainstorming ideas to ensure your website will climb Google ranks, having unique and useful content is best choice you can make. That is certainly something most content creators will agree with. The problem, however, is some creators struggle to decide if they should focus only on evergreen content or seasonal content. Below, you can see how each sort of content is defined.s
Also known as time-sensitive content, this type of article focuses only on offering information that is relevant for a determined moment. For example, news regarding an on-going pandemic is time-sensitive, since new information will be available each day. This content will usually have huge traffic results in short-term, but tendency is for content to become less relevant with time.
What some content creators and influencers do not realize is that this is not a matter of choosing between evergreen and seasonal content. Your website should not be focused on only one of them. By finding a balance between both types of content, you can drive more traffic to your website in both short and long term.
Seasonal content attracts a large amount of traffic, and can work to drive new individuals to your website. Your evergreen content will then work to keep them around and interested in what you can offer. If you only had evergreen content, it would have taken longer to find new readers. If you only had seasonal content, then a reader-could come to your website, read a particular article, and leave forever.
When you want to promote your website, you can attract different visitors by creating two campaigns: one for your evergreen content, and one for your seasonal content. Both campaigns will find individuals reach your website in end, and you will increase your chances of having, visitors from both groups stay on your website for longer.
At your landing page, you can showcase both your-evergreen content and your seasonal content. You should also do your best to mix these sorts of content instead of directing readers to a part of your website that is only focused on evergreen or seasonal content. Sometimes, your article can contain both evergreen and seasonal content at same time.
Content Marketing Is Copywriting
While both content marketing and copywriting involve creation of content, they aren't the same. Content marketing focuses on valuable content that your audience wants to read, whereas copywriting focuses on less-valuable advertorial content that's designed to compel users to take action.
Examples of content marketing include creation of blog posts, whitepapers, guides, case studies, e-books, interviews, lists and how-to articles. Examples of copywriting include the creation of pay-per-click (PPC) ad copy, landing page copy and call-to-action (CTA) copy.
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