Is your SEO content not generating the organic traffic you were hoping for?
If this the case, you may be falling into some common content traps! We’re here to highlight a few things that may be catching you out when it comes to driving organic traffic to your site. Without further ado, let’s get stuck in!
1. Prioritising Quantity Over Quality
Firstly, it’s probably likely that you’re writing solely for the purpose of gaining visibility within the SERPs and not focusing on what your actual customers want to read and what type of content is most likely to add value to their lives. Instead, you’re probably taking a scattergun approach led by sheer quantity of blog posts and articles you can push out using AI-powered writing tools or simply regurgitate information from other sources. BUt this approach to writing SEO content is long gone and should have been left in the 2010s. In line with Google’s E-E-A-T framework, it’s now more important than ever to be writing original, high-quality and valuable content aht aligns with your users’ interests and preferences and is actually worth the time reading it.
2. Not Publishing Evergreen Content
Evergreen content should be the backbone of your content strategy as this is the type of content that remains relevant for years and years. If you’re unsure what evergreen content is, it simply describes content that isn’t tied to a specific date, cultural events or piece of news. Its content that will remain relevant to users and readers for many years to come, regardless of when they read it. Examples of evergreen content can be anything from checklists and how-to-guides to inspiration blog posts or in-depth resources. Evergreen content is a fantastic tool for websites who want to drive organic and increase valuable traffic.
3. Neglecting Internal Linking
Internal linking is one of the most powerful tools for driving organic traffic to your website and it shouldn’t be underestimated as a digital growth tool. Without a robust and well considered internal linking strategy, your website is susceptible to being pushed down the rankings with little organic traffic finding your content. Don’t fall victim to this common mistake. Ensure that you are creating content that lies within your relevant topic clusters and add relevant links between posts with descriptive anchor text to boost the crawlability of your site and boost your pages up the SERPs.
4. Not Updating Existing Content
Keeping your website content refreshed and upto date is essential to driving organic traffic to your site. By regularly reviewing and updating existing blog posts and web page content, you can update pages to make them more relevant to today. Identifying pages that aren’t doing so well but could rank higher with the addition of relevant keywords, new information and data and giving the content an overall revamp, can work wonders for your overall SEO strategy. A great example of this could be regularly updating a local guide to include new attractions as and when they pop up or updating an ecommerce guide to include new platforms as they crop up over the years.
5. Duplicate Content
Duplicate content is often an area that catches people out. While you may think that copying and pasting relevant content from one page to another is helpful for your users, you are likely to get penalised by search engines as they view this as lazy practice. Instead, keep the sentiment but reword and rephrase on each page to avoid getting penalised for having duplicate content across your site.
And there we have it! Our top 5 content dangers that far too many brands fall victim to. If you need a helping hand with content writing, developing a content strategy or SEO plan, don’t hesitate to get in touch!