“Content is king” is the recognizable Search Engine Optimization refrain which has spawned umpteen pages of thin, vapid web site content. The drive toward more and more content was mitigated by the next refrain, “ ” following Google’s numerous Panda upgrades, quality content.
However a prevalent misconception perpetuated by the Search Engine Optimization sector remains: you must keep up to feed the content animal — The Google won’t enjoy your website.
The perceived demand for more content is a handy straw man reason for bureaus running a Search Engine Optimization campaign that is unsuccessful.
Its not our fault your website, “Hey customer isn’t performing — you simply need to blog more. Attempt blogging!” The focus on content is overblown. Content is very seldom the response — particularly in sectors where many websites have too much of it.
I’m not convinced there are any verticals where the drive for more content is more marked in relation to the hyper-competitive marketplace that is legal. A whole cottage industry has sprung up, rewriting forms of “car accident solicitor,” “Top 10 Things to Do After you’re Back Finished in Cleveland,” and “how to pick a personal injury lawyer in Topeka,” in an effort to “win” the SEO warfare for customers.
Law firms finally have little teams of in house content developers dribbling prose that seldom sees an inbound visitor out. This, obviously, is exacerbated by poor installments of WordPress, which often create multiple pages of identical content through the too competitive execution of writer pages and tags, classes.
The most frequently encountered example was some variation of the following I’m 19 and my girlfriend is 17 can we legitimately have sex?” We’d thousands, if not tens of tens of thousands of pages created by versions of this question. A large proportion of these pages didn’t functioned to bloat the website’s page count and receive any inbound traffic.
Through a cautious content curation procedure, we could combine this content into a run of high quality content pages. And we found an entire raise to this sort of content in inbound traffic.
That was years past. I work with law firms now — and given the push toward more and more content, I find myself again coping with websites which are otherwise content, duplicate and bloated with persistent.
Website I: Pages 63% down; traffic 61% up
A superb example here is pages with legislative acts and laws reproduced straight from state government websites — 50 pages in all for the various laws in 50 different states. These pages are truly useful to a user, however they should never be indexed.
Website II: Pages down 32%; traffic up 36%
In the 2nd case, content cuts on three different dates. This really is a WordPress site that classes and greatly overused tags, causing lots of duplicate content. They’d also created a substantial volume of incredibly thin Q&A-fashion pages in response to the Hummingbird upgrade.
On June 10, 10 pages of precise duplicate content lost. Following that, on June 21, we no-indexed 147 pages created from tags, media and classifications. Eventually, on September 27, we merged fashion and 65 pages content.
Website III: Pages traffic, down 13% up 37%
The third case is a website for which we’ve had trouble creating major progress. We did 10 distinct writer pages are ’sed by the same for the website. It’s possible for you to see the instant impact in the constant traffic bump underneath.
This really is a crude example of the way in which a well intentioned but competitive execution of WordPress’s auto-creating pages can reduce inbound traffic.
More issues, more content
Naturally, not one of this needs to be astonishing; it’s not like Panda is a theory that is new. What we’ve located is that, in several cases, content that is less means more traffic.
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