Today’s topic is creating content with purpose (adding fresh content on your website) which serves a dual purpose for SEO and user engagement. Both are equally important and necessary in the grand scheme of the evolution of your website.
The first short-term purpose is to generate a surge of present-tense traffic. Even if your new page or post generates 25 new visitors to your website in one day, reaching 100, 200 or 500 visitors per day is scalable by the introduction and syndication of new and / or relevant content.
The second long-term purpose content creation serves is the ability for each page you create to age and transform into a powerful hub page (replete with PageRank, link-flow and ranking power) which can funnel link juice to more critical (spoke in the wheel) commercial pages with the express intent of getting those pages into the top 10 spotlight.
As traffic and mileage may vary from website to website depending on the subject/topic, demand and/or authority of your website; in the instance of SEO Design Solutions, I know that I can generate additional 300-400 fresh visitors per day from one blog post over the average ambient traffic we receive to our website from the aged legacy content it houses.
The other added benefit is the more content you have the more PageRank and authority you develop. The takeaway is that creating qualified, rich, engaging content not only wins you points from search engines, but will insulate your website from vacillations (rising and falling) if minor algorithmic changes threaten the relevancy and ranking landscape (if you were relying on off page backlinks alone).
A proper SEO campaign should always involve the introduction of fresh/relevant content. Not so much to obfuscate links or link building as much as the on-page justification of giving search engines a reason to rank a website higher (from being a genuine resource).
Search engines are based on a basic principle (1) crawl, index and store content and then (2) use that content to query against (with 200+ relevance and recency filters) to determine which group of websites are (a) trusted and (b) authoritative enough to rank in the “authority set” – the top 10 results.
Aside from the two points made above about creating more traffic and leveraging pages eventually to foster additional buoyancy for landing pages. Content (and the quality and relevance of the content) is truly one of the more prominent metrics that search engines use when deciding who wins the click (as a result of where they are positioned in the search engines index).
On page internal linking opportunities are also a side benefit of strategic content creation. By spanning the topical nodes of synonyms and other related phrases that pertain to the topic, you can sprinkle phrases in landing pages and / or supporting pages which you can use for internal links.
These internal links carry more weight in the algorithm than links found in common areas like the footer, sidebar or navigation and a page that is a PageRank 3 internal page (for example) passes equally as much weight through a link as a link from another website/page from outside the website. This means the more pages in your website that have trust, relevance, PageRank/Link-flow or authority, the less you need to depend on backlinks to get ranked.
When you understand the premise of theming your content (creating a main topic and nesting supporting keywords, articles and / or pages), your own website becomes a powerful on-page dynamo that is capable of fueling less competitive keywords through tactful internal links.
Also, when considering that your website is only as strong as its weakest page, leaving no page behind and giving it a function to act as a supporting page that links to more commercial landing pages or sculpting that page as a destination is a great alternative to each page fending for itself with no continuity or links from contextual linking or navigation.
In either case, the entire corpus of documents benefit (as the whole becomes stronger, more relevant and more interdependent) if you are leveraging the premise of tactful content creation and keyword occurrence. The occurrence of a phrase can become a link to the appropriate landing page.
Once you cross the tipping point for on page internal links, the page becomes buoyant. Don’t believe me, just think about the cohesiveness of Wikipedia and it’s no surprise while they are one of the most dominant websites in Google’s index ranking for millions of keywords as a result of their on-page structure and internal links.
While you may not have a website the size of Wikipedia (most don’t), you do have the ability to create fresh content and also syndicate that content to social media sites, article directories, RSS aggregators and more to (a) generate more traffic and (b) cultivate relevant internal links which boost page level trust and PageRank and eventually domain authority for the entire website.
In closing, here is an alternative to content creation it’s called content curation and our friends at Network Empire are teaching a course “Premium Content Curation” for those of you who are interested. Pass it along and as always, I hope you found this post useful and informative.