How a Few Pages Can Make or Break Your Website
Posted by Jeff_Baker
A prospect unequivocally disagreed with a recommendation I made recently.
I told him a few pages of content could make a significant impact on his site. Even when presented with hard numbers backing up my assertions, he still balked. My ego started gnawing: would a painter tell a mathematician how to do trigonometry?
Unlike art, content marketing and SEO aren’t subjective. The quality of the words you write can be quantified, and they can generate a return for your business.
Most of your content won’t do anything
In order to have this conversation, we really need to deal with this fact.
Most content created lives deep on page 7 of Google, ranking for an obscure keyword completely unrelated to your brand. A lack of scientific (objective math) process is to blame. But more on that later.
Case in point: Brafton used to employ a volume play with regard to content strategy. Volume = keyword rankings. It was spray-and-pray, and it worked.
Looking back on current performance for old articles, we find that the top 100 pages of our site (1.2% of all indexed pages) drive 68% of all organic traffic.
Further, 94.5% of all indexed pages drive five clicks or less from search every three months.
So what gives?
Here’s what has changed: easy content is a thing of the past. Writing content and “using keywords” is a plan destined for a lonely death on page 7 of the search results. The process for creating content needs to be rigorous and heavily supported by data. It needs to start with keyword research.
1. Keyword research:
Select content topics from keywords that are regularly …
You can read the full article at Moz Bloghttp://seopti.com/how-a-few-pages-can-make-or-break-your-website/http://seopti.com/wp-content/uploads/2013/07/moz-logo.pnghttp://seopti.com/wp-content/uploads/2013/07/moz-logo.pngSEOMOZ