- It’s Not How Much, It’s How Different
- It’s Not How Often, It’s How Good
- Topical Backlinks Come With Epic Content
- Follow a Clear Editorial Plan
Publishing a lot of content often is an SEO rookie mistake made by many SaaS companies around the world. Simply put, writing about a specific topic a lot does not give you any more authority. What matters a lot more than frequency is topical coverage, topical relevance, and deep content.
Actually, writing a lot about the same topic can even send bad signals to search engines. I mean, what on Earth have you been saying for ten blog posts if you need ten more? Were the previous ones so full of shallow and thin content?
The truth is, topical authority is very specific to each topic. And, as we all know, each topic is different. Some focus topics are so broad you can write every day for years about them and barely scratch the surface. Other topics are a lot more narrow that a couple of well-structured articles would get your there.
It’s Not How Much, It’s How Different
Publishing a lot of content won’t fool Google’s algorithms. By now, the search giant has built an enormous knowledge graph that knows what is good coverage for a given topic. By crawling billions of web pages, search engines know what words, keywords, and key phrases are often found when discussing a specific domain or concept.
But repeating the same words and using synonyms won’t really cut it either. There is not point flooding the web with thin content. It won’t increase your topical authority. Ever.
Instead, you may want to write about the same focus topic several times by targeting different user personas. People who want to read about a given field may be experts, or absolute beginners. They may have a very direct and clear-cut question that requires a short answer. Or, they may be after a 10,000-word pillar page that explains it all.
What SEO strategists need to establish in their content calendar and content briefs is who is each blog posts destined to. Traffic statistics matter and we want as many people to read our content as possible. But conversion rates matter even more to a business. Therefore, writing what could be considered the same articles in different tones, different styles, and different forms, will help you. It’s the best way to be read by the right people to increase your organic conversion rates.
It’s Not How Often, It’s How Good
Inbound marketing and organic SEO are two domains in which content writing is king. No wonder most content strategists go ahead and put quantity over quality by publishing articles every couple of days. Such self-proclaimed SEO experts write for search engines, not humans. They may have read, somewhere, someday, that fresh content gets a boost. Or entities hitting publish often are rewarded by search engines.
This is so wrong.
Everybody, today, complains about the abundance of information and misinformation. People publish content because that’s what any digital marketer is supposed to do. Nobody cares about verifying sources, reading research papers thoroughly, or questioning dubious conclusion. It’s all about hitting targets set by an ignorant Director or Head of Marketing.
The truth is only the quality of the content you publish will differentiate you. Focus on crafting informative blog posts by having a thorough research phase. Create the perfect outline. Change it up after you wrote the article and know more about it. Come back few weeks later to update it. Engage your readership and audience by welcoming constructive feedback.
Do not write often like a talent-free boys band would release hits. Create powerful content that takes time for people to appreciate and understand. Your article should mark each reader as one of the best pieces of content they have ever read about your specific topic.
Google and search engines are trying hard to understand text like humans do. And they are doing it so well. Don’t use shortcuts and tactics, you will lose in the long term.
Topical Backlinks Come With Epic Content
Unless you deal with black hat SEO, you will only receive high-quality backlinks when you publish an epic piece of content. Longer article get an advantage here but using infographics and other ways of enriching the reader’s experience all participate.
Topically related backlinks are still a major, if not the most important, part of boosting a website’s topical authority. Social proof runs search engines as demonstrated by the now famous PageRank. A website is considered topically pertinent if other websites in the same space link to it. And in turn, these websites are considered topical authorities for the given domain because other relevant websites have linked to them.
Emailing people and throwing outreach campaigns by using underpaid foreign task force won’t help your cause. If anything, you will lose some credibility along your way. Focus on writing impressive blog posts regularly, not just as a one-off effort, and you will reap the benefits over time.
Follow a Clear Editorial Plan
A surefire way to become an authority in your space is by planning ahead what topical content to cover. Writing a piece just because a competitor wrote one is not going to be fruitful. Targeting a keyword because you just happened to think about it is not the way epic content is created.
Successful copywriters and marketers around the world plan their editorial calendar ahead of time. Obviously, some teams have more resources to stick to such scheduling but more than creating events in a calendar, you need to know WHAT to cover.
Sit down, without your laptop, and write down all aspects to cover for a beginner entering the topic you are expert in. What are the first things to know right off the bat just to get started? It could be a couple of subtopics and key phrases, or it could be a list of fifty bullet points. Again, some topics are meatier than others.
Then, whip out your laptop and look at what is already published about your focus topi and then about the points you have listed.
Come up with article titles and fresh content ideas you will want to covers, starting from basics, and ending with more complex matters. Assess how long each article would take on average, and decide on a cadence for your company blog.
Make sure each article flows well with the next so that you cover all facets of your core topic(s). And this is how you increase topical authority. By write great content in a digestible way to cover every single facet of a focus topic. Whether you do it in one or twenty blog posts barely matters. Just make every article count for whoever will be the target audience.