Content is the Key to Organic Traffic
Repeat after me, Content is King, Content is King, you need to drive that thought deep into your subconscious. Be careful though you may need to pay a royalty to Bill Gates, who is credited for creating the term back in 1996. Bill was correct though as he was about a great many things. Content is the key to getting your online business off of the ground.
During this article we are going to detail exactly why content is so important and just how much content is enough. Another topic that we will touch on during this article is the need for creating “original content” and how “duplicate content” can cause problems for you and your business.
So why exactly is content so valuable to a new online business?
I will mention a few times throughout this article that content needs to have a purpose. The days of filling a web page with exhaustive paragraphs full of nonsense are over. Besides, we are not here to cut and run, we are here to establish an online business that will provide income for years to come. Here are a few of the ways content gains purpose:
Providing customers with valuable information – When someone types the letters G-O-O-G-L-E into the address bar they are typically looking for information. It’s possible they are looking for a funny video or the latest Pop song, but there is a really good chance that they are looking for information. And it is your job to provide them with the information they are looking for.
Once you have selected your niche topic, the next thing you will want to do is create a list of articles that readers, often known as visitors or customers, are going to want to read. Do not question whether there is someone out there that is interested in your material, because I guarantee you there are people who want to read your material. There will be an estimated 3.2 billion people on the internet by the end of 2019, per Wikipedia, they are out there.
Gaining Authority for your Business: As we discussed in our post “Earning Authority as an Online Business” one of your objectives will be to establish your website / your business as an Authority. Do not be intimidated by the term, the word Authority is largely recognized in the SEO world as a measure used to rank competing site’s. However, the word does maintain its dictionary meaning to some extent.
The measurement for Domain and Page Authority was created by MOZ, and has become an industry standard. A large part of the algorithm that determines a site’s authority is based on links from other site’s. Domain and Page Authority are measured on a scale of 1 to 100, with 100 being the highest. When a website with a high domain authority score, say over 50, links to your site, your domain authority will increase.
Informative content will keep visitors on your website longer, this is referred to as “engagement”. The longer each visitor is engaged with your website, the higher you domain authority and page authority will be. If visitors reach your website and quickly or immediately move to another website, your overall ranking will suffer, both with authority and with Google.
Developing a Brand: This is the first time we have discussed the subject of branding. When most people think of a brand, they think of a manufacturers name, such as Folgers, which is a brand of coffee. Well when you build a website and create content, you too will be creating a brand and that brand is most likely going to be you.
When you create content you will develop a style. Perhaps your style will have a touch of comedy or maybe you will be direct and “to the point”, in either event you will develop your own brand. And while you are creating content, it is important that you keep the same style of writing, as your reader have become accustom to your style.
This becomes an important thing to remember if you ever start to out-source content creation. Many bloggers will go through a painstaking process of training a freelance writer to maintain the bloggers style.
Improve search engine ranking: The primary purpose for creating content is to provide your readers with valuable information, but your readers will not find you if you are not ranked in search engines.
This is where we will start to learn how to develop “keyword” rich content and Yes… I intentionally used the word “start”.
Let’s begin by defining “keyword” and here is how I want you to think of keywords… When some types a word or phrase into Google it is called a “search term”, Google then searches the internet for a website that best fits that “search term” and when google finds the word or phrase on your site, it is called a “keyword” and Yes! a keyword can be a phrase.
So when you create content you will want to use the keywords that you think people will use to find your website. Let’s use our typical example, if I create a website that sells the best darn stethoscopes, then I will want to use “Stethoscope” as one of my keywords and I might also use “Best stethoscopes” or “Top Ten Stethoscopes” and so on.
Now, this is important: When you create content you do not need to continually repeat your keywords. This is a very difficult concept to accept, but it’s true. In general, you will only need to repeat your primary keyword or phrase twice. Once in the post title and again within the first 100 words of you post.
What do We Mean By Keyword Rich Content
Here is a good question, If, based on the Important note above you will only need to repeat your primary keyword twice, then what is meant by keyword rich content? This is a really, really good question.
You might be tempted to think that if I wanted to sell stethoscopes, then I would want to use the words “best stethoscopes” in every sentence of my post. This could not be further from the truth. Search Engines are sophisticated enough to spot “keyword stuffing” and will penalize your site for this tactic.
Keyword rich content refers to an article that includes many words, terms and phrases associated with your topic. If we were to look at our favorite example and come up with a list of potentially related keywords, it might look like this:
- Find a stethoscope
- Medical devices
- Medical Accesories
- Acoustic medical device
- Heart beats
- Heart sounds
- Lung sounds
- Detect the sounds of the heart
Keep in mind that this is a quick list that I put together in a matter of a few minutes and as you see have come up with 10 relevant keywords. If my article were to include these terms and more, Search Engines would clearly understand what my article was about. And my article would be “rich” with keywords, just not the same keyword.
I all goes well, the Search Engines would recognize all of these keywords and they would rank my website for each one, so when a “searcher” uses any of these as a search term, my site would appear. A well-designed website might rank for as many as 2000 or 3000 keywords and I have seen sites that rank for over 10,000 keywords.
How Much Content is Enough Content?
You can NEVER have enough content. You had to know I was going to say that, didn’t you? But let’s talk real numbers, here is a breakdown of the content creation rate that I like to use for my websites:
During the first year
- Create content at a rate of 2 to 3 posts per week
- Create about 25 posts in the first 3 months
- Create over 50 posts in the first 6 months
- Create over 100 posts in the first year
Now, the list above may seem redundant, but I can assure you that I get asked all the time about how much content is enough content. Very often by the same student, “Is 20 enough? No”, “Is 40 enough? No”, and so on….
Beyond the first year
Once you have cultivated you website for a full year and created over 100 post, you will get a feel for exactly what your visitors are looking. If you follow the suggestions of this website, you will seek feedback from your customers and be able to produce more focused and relevant posts.
Additionally, I’m going to look into your future and predict that 12 months from now you are going to have multiple websites and be spending some time on “non-content” related traffic. So to keep up the pace of 2 – 3 posts per week will be a monumental challenge to say the least, but it would be great if possible.