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Don’t Create Content – Issue #016

Don’t Create Content – Issue #016

Published on December 21, 2021
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Actionable SEO Tip of the Week

You know you can’t rank on Google without content, so you may be asking yourself “what’s the deal with the subject of this newsletter issue?”

Well, it’s pretty simple, let me explain

Something I always tell my SEO agency clients is that they shouldn’t create content for the sake of creating content

Every piece of content published on your website has to have a clear objective. Let’s go over some of them to understand this better.

Ranking content: You create content with the objective of ranking on Google to attract organic traffic. These are usually product, service or feature pages targeting your top keywords or blog posts targeting niche and longtail keywords.

Funnel step content: This type of content won’t be optimized to rank on Google but will serve as a “next step” so you can drive people to your desired conversion action.

Informational content: As the name states, this content will give people additional information that will help them get to know you, your products, and your company. An example of this is your About Us page.

There may be more, but we can usually group all content types in one of the above.

So here’s the thing, if you have already covered the above, in other words, if you’ve already published content for all your top and longtail keywords, for your funnel steps, and for your informational pages, then don’t create content just because people say you have to create content on a regular basis.

If you create content without a clear objective, and just do it because someone said you have to write one blog post per week, then you run the risk of creating irrelevant content that won’t provide value or create content that has already been covered before, thus creating a keyword cannibalization problem.

So, what should you do instead? As I said, all the content on your website needs to have an objective, so here are some suggestions that could help you.

New ideas or trends

If you already have content for all the keywords you are trying to rank for, then do some keyword research or check Google Trends to see if there’s anything new you can write about.

Answer questions

When we create content, we tend to focus on specific topics or keywords, but we forget that when people search on Google, they usually search using question phrases, not just keywords. And since Google loves ranking content that answers questions, there’s a huge opportunity for content ideas.

You can do some research con Quora or Reddit to see what people are asking and talking about, then create content around that using a question/answer format.

Company news

You don’t have to be a Fortune 500 company with a PR department to post news about your business. Maybe it doesn’t happen every day, but I’m sure that a lot of things happen around your business that could be shared in a news article format on your blog. New services, partnerships, successful client projects, etc.

This type of content may not be designed to rank on Google, but it helps improve your overall branding.

If all else fails…

But, what if you already did all of the above and have no idea what to write about?

Then don’t create content!

I can’t stress this enough, there’s no point in creating content that has no clear objective or that won’t drive users to your desired action.

Of course, not creating content does not mean that you can’t work on your content. Even if you are not creating anything new, you can always optimize and update your current/old content so it can rank better and drive more traffic to your website.

Are there any specific topics you want me to cover in the coming weeks? DM me on Twitter and let me know!

SaaS Showcase of the Week

Creating content is complicated enough to also be dealing with setting up a blogging site or trying to decided what to use for your blog. If this happens to you, then let me tell you about this week’s SaaS showcase.

superblog.ai

Superblog is a blazing fast alternative to WordPress and Medium. You can focus on writing content instead of dealing with technical and design issues.

Superblog is easy to use, and most importantly, it’s SEO-friendly. Unlike most blogging platforms that only allow you to add a custom subdomain (blog.example.com), Superblog allows you to set up your blog in a subfolder (example.com/blog). This is a game-changer for your SEO

If you want to test it out, they offer a 14-day free trial

Do you want me to showcase your SaaS or digital product? Click here to learn about our sponsorship opportunities.

Product Shoutouts

Tweet Hunter: Grow a high-quality Twitter audience

Superblog: A blazing fast alternative to WordPress and Medium

BrandBird: Turn your screenshots into captivating branded social graphics

SuperSEO Tips: Actionable tips to help improve your SEO

Copymatic: Generate AI blog articles, website copy, landing pages & digital ads in seconds.

KatLinks: Affordable SEO Tool for Makers

In Conclusion…

Don’t create content just because everyone says you have to create content. Plan it out to make sure every page of content on your website has a clear objective.

If you found value in reading this, please consider sharing it with your friends and also on social media