The blocking & tackling of SEO is Content & Links. I’ve discussed a Link Optimization and why advertisers should stop paying Google. But, Links are just half of the equation to champion keyword rankings. The other half of the equation is Content. Quality & Quantity.
Once you’ve made your site search engine friendly through a technical SEO analysis, it’s time to build content on to what you have. Google likes content-heavy sites vs content-light sites. Think about the 7 page brochure site vs the 500,000 pages on a news site.
Generally speaking, the more pages of content, the better. Better for keyword ranking. Better for users. A Content-rich site is a good thing. Especially, in combination with a properly structured link campaign. The ole’ 1-2 punch.
As you buildout content, you should create Content Silos. Just like a farmer has a silo of corn, wheat, or whatever, so should your website have tightly grouped themed categories of content.
1) Title tag
2) Description meta
3) Keyword Meta
4) H1 tag
5) A few paragraphs of crawlable, text content.
Using these 5 areas on a webpage, you can buildout multiple pages and create content silos. The navigation, sidebars, and advertisements can all stay the same on each page, as long as the 5 things listed above are unique. The few paragraphs of crawlable text should be optimized by SEO Copywriting.
Google is looking for the subject matter expert to rank #1. The more webpages you have on your site about a particular subject will make your website resource-rich, and appear as the subject matter expert.
Content Building should be an ongoing investment which adds value for your site visitors, will help you champion keyword rankings, and will drive more traffic to your site.