But why currently, 90% of SEO content is rotten content? Traditionally for a SEO, making SEO content is synonymous with having text produced per kilometer by external writers (often offshore), with a maximum of 500 words, with a repetition of the keywords in the text … which necessarily gives a very low level of content quality…
For them, SEO Content = it just means something…
The goal is to create, in a minimum of time and effort, a maximum of pages to position yourself on the key expressions of a theme.
Admittedly, this “rotten” content still works in certain uncompetitive sectors, but we can now clearly see its limits:
- Without links (internal mesh, backlinks, social media relay, etc.) to these articles, they struggle to be well positioned: you can make dozens of these “low cost” articles, you will never do better than high added value articles which are recognized by Internet users (and Google) as “references”;
- The sharing on social media of this content (automatic, even manual) is complicated: this “low quality” content gives a bad image of the company by highlighting “bland” and not very interesting content;
- If you are in a competitive sector, “low cost” content is no longer enough: indeed, if you have several competing brands that are either known, or that naturally attract links, or that produce content with high added value, then you will find it hard to be on the first page of Google, even by creating dozens “SEO” content pages.
Certainly, there are tips to make this content more “digestible” like:
- Post blog articles earlier than today’s date (example: 3 months before…), so as not to make them too visible, without automatically relaying them to its official social media accounts (but using specific accounts);
- Write pages on a WordPress site and not blog articles, which allows you to “hide” these pages;
- Produce content that will target queries with more than 3 keywords (example: “Module for XXXX software) which have low volumes in order to have less competition;
But the question then arises: why make content of average quality (even mediocre) when with a little more effort and budget, you can produce better quality content and get real results (and give better picture !) ? My experience shows that it is mainly the “top articles” that generate long-term traffic in SEO.
Indeed, even if viral articles (via an infographic, a video, an article of controversy, drawings, a study …) can attract traffic, it is generally traffic in “flash in the pan” with many visits to shortly, then nothing.
Here is an example with an infographic on “the history of CRM”, with 2 highlights corresponds to 2 big traffic promotion efforts:
Looking back, it is the “benchmark” content that remains well referenced over time (sometimes with the need for a little updating!).
How to make quality content without spending hours on it?
Getting back to the heart of the matter, producing good content regularly is not that complicated and so expensive … if we think in advance who we want to attract, which will please the reader and make him want to share this content (or learn more about your product).
Here is the change of mentality to have:
So, before setting up the next editorial calendar, before choosing the keywords, ask yourself:
- What content are my prospects looking for before buying? What are their problems, their needs, their fears … and how can I exploit them?
- Who are the influencers in my industry? What content could they relay for free or for a small fee?
- How can I be mentioned in news sites or blogs on my theme? Can I do newsjacking (example: talking about Pokémon Go)?
If you start from this posture, you will realize that you could produce other content, certainly a little more complicated to produce, but which will have more impact.
1 – Produce value-added content for prospects
The goal is to bring added value, as part of its purchase decision, by recovering if possible the contact details of the prospect on the way via an “irresistible bonus”.
For example, these contents can be:
- Shopping guides;
- Customer cases in their themes;
But you can go “faster” by translating the best English articles on your subject, with of course the authorization of the source.
Indeed, there are very good articles in English. So why ? If you do not know what to write, you can also look at the topics that make the most responses, controversies, on forums, Facebook and LinkedIn groups … It is an inexhaustible source of inspiration!
2 – Produce content specially for influencers
Here are some ideas:
- Pay influencers in your industry so that they write a good article on your blog (and especially that they relay).
You will quickly gain credibility and get a quality link. Ideally, it is also necessary to obtain a link on their blog in relay of the article written (a tweet or a LinkedIn share being much less effective). In this way, you will be able to tour all the local experts in a few months.
- Do expert interviews.
The objective is to value the expert so that he feels “obliged” to relay the interview on his network. Ideally, you should make a video (and better still a Facebook Live relayed on the page and the influencer profile), transcribe it into text, then publish it all on your blog. However, you can very well ask questions in writing. In any case, you will have to tag the influencer on a photo on Facebook, Twitter, LinkedIn, etc.
Here is an example with 17 experts who participated in a free guide on CRM, which is actually the compilation of 17 interviews!
- Carry out a study on your customers and readers.
The goal is to create content, new and with added value. You can then relay it via a blog article, an infographic, a white paper…
- Produce a collaborative white paper with other non-competing bloggers, influencers …
Unity is strength ! By gathering leaders from your sector in a guide, you will automatically benefit from visibility benefits, and a little notoriety.
Note: sometimes it is more interesting to also address the “challengers” of your sector, the leaders having neither the time nor the desire to give time to a newcomer!
- Achieve a “Top” in your sector.
This can be a “Top blogs” / “Top Twitter accounts” / Top Facebook pages… then let people know. But be careful not to make mistakes from beginners: you must list influencers in your geographic area (in order to have their relays), list enough people / products… for this to have value, provide a personalized comment on the choice , and especially ask at the end if there are other accounts. They must be offered.
Please note, creating “reference content” is not enough!
There are two main problems that we see with sites that produce quality content and yet fail to break through. They don’t think enough about the purpose of the content to be written, which is like working for nothing.
Mistake # 1: Shooting near the target
It’s about creating quality content, but it’s not going to attract the “good” people. It only takes a few seconds to see it with SEMrush (free trial here) or simply Google Analytics (via your statistics on the most viewed articles). The goal is to see articles which attract a lot of visitors, but which are not related to the subject, or which do not convert (example: these contents are not sufficiently before the purchase …).
Here is an example of a site specializing in lead generation in CRM / ERP software. But we see that the keywords that are best referenced are “working days”.
This explains the importance of thinking in advance about your typical client (the persona method), your problems and thus the articles and keywords that you should highlight.
Mistake # 2 – Do not value your “contained tops”
When you make a “top article”, you will have to set up a checklist with actions to enhance it. Here is an example of the checklist I use to promote a good article:
#Your Social Media Accounts
- Publish information on your Facebook Page & Profile;
- Publish on your profile and your LinkedIn page & Viadeo;
- Relay information on 2 or 3 relevant groups on LinkedIn (minimum 5000 people or on an active Group);
- Publication on your Scoop.It;
- Program a series of Tweets with TweetDeck or Buffer.com;
- Highlight these contents (pin on Twitter, Facebook, WordPress…);
- Change the cover or profile picture of your accounts …
#The social accounts of your colleagues
- Send a message to company employees to request a relay (via email or Slack or Facebook @ Work …).
- Contact those you have cited in the content;
- Pass the information on to specialists in the sector;
- Send an email to your contacts in your email box;
- Send an emailing to your subscribers;
- Send an SMS (DM Facebook or Twitter) to your closest contacts;
- Find relevant influencers in this thematic…
# Reuse of content on other media
- Screencast on YouTube & Vimeo & Dailymotion;
- Make a Podcast then put it on SoundCloud;
- Make an infographic / drawing then put it on Pinterest;
- Make a checklist and put it on slideshare;
- Create an eBook or mini white paper, then publish it on Slideshare, Calameo…;
- Copy the beginning of the article on Linkedin Pulse …
# Visibility on your site
- Put a pop-up on all or part of the site;
- Update your chat message.
Doing “rotten” SEO content is becoming less and less profitable (even if I admit that I still do it to “launch” a new blog!). However, it is clear that it has become increasingly difficult to break through with content of this kind. At the same time, producing quality content is no longer enough to be well referenced and gain visibility: it is essential to have a promo plan to highlight this content.
And precisely, in the face of this pressure, “free” visibility becomes more and more difficult to obtain. From now on, we must resolve to pay to be more visible.
This can be the promotion on Twitter, Facebook, or LinkedIn for example, via their advertising systems, but also by directly contacting influential influencers, bloggers, Facebook group managers, Scoop.it account animators… to obtain visibility.
And, finally, don’t forget to work on your conversion. Indeed, attracting Internet users is good, but it is also necessary to create a list of prospects, and for that to optimize its conversion (cf. this free guide with 52 tips to set up to boost its conversions).