What to do right now: Planning ongoing SEO content

Add more SEO content to your siteSo, what new articles are you adding to your site this month?
 
I know, I know. Content development and adding additional Website content seems like “too much work” when time is already short and your nerves are feeling frazzled. You can’t ask your marketing department to do it – they’re already maxed out. Fighting for freelance budget seems too overwhelming. And heaven forbid that you add something new to your plate…
 
…sound familiar?
 
I am just as guilty as other site owners and marketing departments. Part of my marketing midlife recovery means more and better writing – blog writing, writing for other sites and, yes, writing for my own SEO copywriting site.

Easier said than done.

The thing is, writing ongoing content is more than just a SEO trick. Sure, the engines love new content, and adding ongoing content is one of the ways they measure how “fresh” a site is. Sites without new, ongoing content tend to slowly drop out of rankings site, despite their age and history. It’s just like Hollywood, baby – if not you’re coming out with new stuff, it’s easy to forget all about you.

Of course, I always hear the kickback – “Why should I add new content? It’s a pain to do.” Yes, it is. But here are the advantages of fresh content:

  • It builds trust. When people search under various keyterms, they notice companies that continually position in the top 10. My favorite example of this is a company called Amsterdam Escape. Their site positions for main keyterms such as “vacations in Amsterdam” as well as long-tail keywords like “places to stay Amsterdam Newmarket.”
  • New content overcomes objections. You can’t assume that prospects will contact you for more information. If your content doesn’t answer their questions immediately, they’ll find another site that does.
  • New content can sell your product or service. This is the most obvious reason – good (or improved) content translates into better conversions.
  • New content gains search engine positions. ‘Nuff said.

Make a commitment to your company to upload at least one new article per month on your Website. That may mean hiring a firm who can help you with an editorial calendar or topic ideas. That may mean asking your internal team to step up and start writing. Either way, ongoing content will keep those search engine rankings (and conversions) flowing.

Aug. 13, 2008 at 07:09am By Heather Jump To Story & Comments

See Related Posts: What to do right now for catalog marketers: Planning your SEO copywriting strategy  Why delete “doorway pages” from your SEO copywriting vocabulary  Why direct response writing skills are so damn important  Breaking through blogger’s block  

Comments

Aug. 13, 2008 at 12:11pm By Today’s Outlook on SEO | search engine optimization

[...] What to do right now: Planning ongoing SEO content [...]

Aug. 19, 2008 at 03:42am By Matt Ambrose

I’d certainly agree wholeheartedly that regularly updated content can work wonders for your Google ranking. The only problem, I find, is when that’s all a client wants it for, and they aren’t bothered about whether anyone will actually enjoy reading it. Short sighted I know, so it’s up to us writers to educate clients that their content reflects their credibility, can build trust and increase sales.

I found your blog via Junta42’s recent list of the top content marketing blogs, and look forward to reading more of your posts.

Matt.

Aug. 20, 2008 at 02:38pm By Heather

Hi, Matt - welcome!

You’re exactly right. That’s why some clients are hiring writers for $10/page. They believe that “any content is good content,” without realizing that bad content reflects negatively on their brand.

So our job, as copywriters, is to not only write *good* copy - but to educate our clients on the importance of good copy. What’s worked for you? Do you have a kick-off meeting at the beginning of the project to explain your technique? Do you distribute a white paper outlining the benefits or good copy? Or…?

Sep. 6, 2008 at 08:59am By Viki Nygaard

You’ve made a number of excellent points, Heather. I’ll be revisiting this post when I need inspiration and motivation to write. Thanks!

Sep. 8, 2008 at 08:08am By Heather

Hi, Viki! Thanks for stopping by and I’m glad you enjoyed the post. :)

Sep. 8, 2008 at 02:33pm By Ian M

Thanks for the great post. I agree that convincing clients to write good, informative content can really be a challenge, despite explaining the benefits for both SEO and business purposes. As an SEO Seattle firm, we find part of the problem is it’s also tough to quantify (the benefit of) good content in the short term, despite repeat success that good content will reap rewards in the long term.

Sep. 20, 2008 at 12:58am By Abhinav

Some say that content business is dying, but its just that quality content is missing. If we can write quality and attractive content, the market will be opened again for us. :)

Sep. 22, 2008 at 01:12am By Andy

You’ve shared quite valuable points, Heather. for better SEO results it becomes obvious to update the visitors, with all new contents, every time they visit our site. good content always reap rewards in long term.

Oct. 1, 2008 at 02:16am By adam carter

hi
what u r saying is very right uploading a new content regularly is very important for ranking in google but as par knowledge content should be unique means it shoud not be a copy of other content that is very important thanks for this information

Oct. 1, 2008 at 02:48am By Angela Kristin

Ongoing SEO content helps in frequent crawling of site…
If any site frequently changes its content than the crawl rate of that site increases and also new content increases popularity of once site

Oct. 13, 2008 at 10:39am By CJ

I find that if tag my calendar to remind on the same day some recurring bill is due (e.g. rent), and that I always have to add one article of content before I pay that bill, then I consistently do it every month at the same time, and make new content a habit.

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