Quality content is crucial to the health of your SEO Content strategy. Great content can increase your visibility and provide the type of value to your audience that search engines love to reward. Because of its importance to SEO, we’re continually hearing about how content is king, and without it, you’re never going to gain any traction with your search engine marketing efforts.
While we can’t overstate the value of content, it’s important to understand that not all of it is created equal. Google is known for penalizing sites that push out massive amounts of weak, poorly written content. However, there are a lot of businesses out there trying their best with content marketing and still not seeing the results they expected. There’s a decent chance that thin content is the culprit.
What is Poor SEO Content?
Poor SEO content lacks any real value to your audience. It might sound harsh, primarily if you’ve invested time in a keyword strategy and researching the topics that your competitors are already writing about. Unfortunately, it can be efforts just like these that result in producing content that doesn’t quite hit the mark regarding quality and value.
For instance, that keyword strategy can work against you if it’s the only thing you’re focused on and creating content that your competitors are already covering – even if it is getting lots of attention – doesn’t do much for helping you stand out.
When search engines crawl your content, they’re not only looking for specific signals that will boost your results; they’re also looking for anything that could indicate that it’s not going to provide the quality or relevancy that their users are expecting. Examples of poor SEO content that can damage your SEM efforts include:
- Content that is plagiarized or obviously spun
- Content that barely scratches the surface of the topic
- Content that offers basic coverage on a topic that has already been exhausted
- Content that lacks any real point or purpose
- Content that with a low word count
- Content that is poorly written
- Content that is oversaturated with keywords
- Content that doesn’t inform or provide value to your audience
Transforming Poot Content into an SEO Powerhouse
Fortunately, it isn’t that difficult to take underperforming content and transform it into a power player of your digital strategy. The first step is taking a look at your underperforming content and comparing it against the above list to see where your weak points are. Chances are you won’t need a complete content overhaul, but instead a strategy for taking what you have and making it more valuable and “meatier.
Take short pieces and go more in-depth with them. Bring something new to the content table that your audience hasn’t already read a dozen times before. You can also use this strategy to optimize your content for local SEO by talking about why the topic matters for your local audience. For example, an auto insurance provider could take a short piece on theft protection and talk about local theft statistics and give tips for staying safe within the community.
SEO Content Experts
The key to transforming poor SEO content is to keep the focus on what’s relevant to your audience. If you want to know more about creating a winning content strategy, we can help. Contact us today to learn more about our range of SEO services and other digital marketing efforts that can improve your success.