Is the Idea that Content is King in Today's IM World a Valid One?
We have been fed the idea that you need quality, unique, relevant content that's updated regularly in order to achieve high ranking in SERPs. But what constitutes “quality, unique, relevant content that's updated regularly”?
How much should I write then? Is 800 words enough? …how about 1000? …the more the merrier, right? …how about a book on the subject?
You can eliminate “updated regularly” if you have a blog that you post to with some type of frequency. But the previous question remains and a better question arises: “Who determines the quality, uniqueness and relevancy of content on a website”? And just how much content is enough to be considered quality? Great questions, but they're a bit off track
Until a software program (Google Bot for instance) is able to think objectively, it cannot be relied on to determine with exactness if a website has high quality content with the necessary uniqueness and relevance. Instead, other signals or metrics are relied on to determine whether such lofty standards are met by any website.
So, the idea that content really does matter is valid, but it matters only as long as your visitors are held on page by your content!
Think about it… Google places a great deal of weight on three particular metrics which can be seen in Analytics:
- Pages / Session
- Avg. Session Duration
- Bounce Rate
All three of these metrics are directly tied to how long a visitor remained on a website. If these metrics did not matter in the ranking algorithm, others would take their place.
We can then infer from these metrics that quality, unique, relevant, regularly updated content has to do with visitor engagement rather than how long your article is. You can write ten thousand words, but it won't do you any good if no one stays on your page long enough to read it! And it won't make a bit of difference if your audience does not take action while reading your content.
It's all about giving your audience what it came looking for on your website, and you can use different types of content to do this, including but not limited to:
- Written content
In his blog, Neil “encourages you to think of content not in terms of types but ideas.” He says that the form of the content is secondary to the idea being formulated.
When content is approached from this perspective, there is really no limit to what you can do. You can even come up with your own type of content…. but do it to engage your visitors instead of working to satisfy a bot!
Here's a quick infographic on how to make a website visitor and search engine friendly:
You don't have to be a graphic artist to be able to convey your ideas. Besides, a quality infographic from artists such as the guys over at Visual.ly starts at around $1k. If you have a quality graphic designer on your team, then you need to make good use of those talents.
The point is to make your content as compelling, powerful and visually appealing as possible. Your content should deliver your message to your audience in such a way that your audience will listen, learn, share and (most important of all) convert from a visitor to a lead, and from a lead to a sale.
So formulate a plan, meaning that you have to take that vague idea inside your head and give it form. Once your idea has form, find the best way to deliver it to your audience!
Think about and formulate your idea, make a plan and then take action. How you do it is up to you and the audience you're trying to deliver your message to since it's your audience who will determine if your content gives them the information they were searching for in the first place.