Content marketing can be a great way of boosting SEO, attracting traffic to your website, and finding new leads. However, you have to get it right. In today’s guide, I want to go through what I call the seven deadly sins of poor content. If you recognize any of these issues, it is vital that you make amends – so let’s get started right away.
If you want to appeal to both Google and your website visitors, original content is a must. Copying other people’s work and claiming it as your own will sink your rankings like a stone in water. Rehashing articles – known as ‘spinning’ – is also a big no-no. You need original ideas that stand out, or it will do your business more harm than good.
Make sure there is a focus on quality over quantity in your website’s content. You are far better off creating a brilliant, long-form piece of work than filling up your site with cheap articles bought for a cent per word. You get what you pay for in this world, and visitors – and Google – can sniff out a cheap, poor quality post in a matter of seconds.
Make sure your content is always providing value to your customers, and that it is always relevant to your industry. Which of the following two posts do you think your clients will prefer? An update on your new office kitchen? Or an actionable post that they can use to improve their business or life? People want to learn new things and solve their problems – it’s that simple.
It’s not optimized
Every piece of content you create can have a positive impact on your SEO. However, unless you are taking the right steps and including the right keywords, it won’t have any effect. Make sure you know the ins and outs of using content to perform better in the SERPS. Hire an SEO company if needs be, and always have your rankings in mind for every piece of content you create.
You aren’t promoting your content
The Internet is awash with articles and content of all types. So, creating the content is only the first part of the struggle – you also have to cut through the noise. The only way to do this is to promote your work. You can do this on social media, via emails, or even asking other bloggers to link to your content.
It’s full of fluff
Google tends to love longer posts that are packed full of information. However, this isn’t a signal that you can just waffle on for 2,000 words or so. Make sure your posts and articles are free of fluff, and always stick to the point.
You only use one medium
You should be presenting your content in a variety of different ways, from written posts all the way through to video. People learn in different ways and appreciate different approaches. So, consider using infographics, podcasts, webinars and any other medium at your disposal.
I hope this has helped you understand some of the significant issues with producing poor-quality content. Feel free to leave any other tips if you have them!