If Search Engine Optimization (SEO) is a part of your marketing strategy, you are probably aware that you need to create content to increase your rankings. This leads to the interesting debate about whether it is better to mass produce content or to create quality, well-focused content. Both types of content strategy have their SEO upsides, as well as shortcomings. Here is a better look at both styles of content management to help you determine which strategy is best for you.
One of the well-known components of the search engine algorithms is that they rarely reward stale/stagnant websites. In the old days of SEO, more was always better whether it came to growing your site just as it did for your link-building profile. Thanks to the Penguin and Panda updates Google has been rolling out, this is not necessarily the case anymore. Pushing out content is still necessary, but irrelevant or short content can actually punish you if it is deemed low-quality by Google. You can still put out lower-quality content at a higher rate as long as you keep it relevant to your overall keyword strategy, make sure that it is not a duplicate and is long enough (at least 300 words). It is relatively easy to make it part of someone’s job, or split responsibility between multiple people, to write a blog or two a week that fit this standard.
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Quality content generates interest from your potential customers, has potential for their readers to share and therefore has a much higher likelihood of being ranked high on search engines. This kind of content will not only rank for the terms it is written around, but if optimized it will also help you rank for other important keywords, as well. It also positions you as a thought leader in your industry and represents your brand in a positive light.
However, quality content can be a real struggle for some companies to produce. I like to relate creating quality content to working out: If it were easy, then everyone would do it. For some companies, finding the resources to create quality content can be a struggle. Other companies may struggle to find interesting topics to write about. Let’s face it, not every industry is titillating. Creating a content strategy around quality content is a lot harder than producing a lot of low-quality content.
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It’s important to create a content strategy that has the proper balance between quality and quantity. It is almost impossible to create quality content all of the time, but there should at least be some sort of effort to ensure that at least half of your content is high quality. It is also important that your lower- quality content is still relevant to your SEO strategy. If you want to discuss your content strategy or get an online marketing consultation, contact us today!