As the saying goes, “content is king” but is it really? Does a lot of long hours churning out quality content, on a regular basis translate into increased traffic and improve rankings? Not necessarily. Another myth is that fresh content will also help influence traffic and rankings. Unfortunately, that is not necessarily true either. Despite what all the “gurus” say in many of the courses I have watched, cranking out content on a timely basis may not be your best strategy.
So what does work?
One of my websites has been in existence since 1996. It is a regional website that has well over 1000 pages of pure content. Over the years, I have watched Google hack away at the site, with it’s animal parade of dreaded algorithms. Traffic has gone up and down despite the fact that the website is only using white hat SEO techniques.
Pages that were popular waaay back in the 1990’s are still pulling in more visits than new content created last year. Why? Because of social sharing and incoming links from high ranking sites such as BoingBoing.net. As a test, I have deliberately NOT posted any new content to the site for months at a time, just to see my analytics results. I have also tested by writing posts and new pages several times per week to see if that would improve my results. Guess what? No difference at all! As a matter of fact, sometimes just leaving the site alone for awhile, actually resulted in more traffic.
Bottom line is that after analyzing my websites carefully, I have noticed that it’s the kind of content that you create, which improves your ranking and traffic. This also coincides with the popularity of the page or post, via social media shares and linking. In summary, based on this study, I am shifting gears to do more to promote my existing content and make sure to create compelling articles that people will share and link to. Some of the “oldies but goodies” definitely perform better than regularly creating new content. Perhaps it’s best to create one great piece of content, promote it as best as you can to see if it “sticks”, before churning out more articles.
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