Kevin Herring

If you’ve ever visited a website and wondered why it was on the first page of Google but not found it appealing or useful, you’ve experienced the power of quality content. Sure, there are some SEO tricks out there, but as more websites adopt “white hat” practices as their SEO strategy, those that aren’t providing valuable and interesting content will find themselves further down on the SERPs.

According to the article “Content, Rank, and Rankings (but not too many links)!”, a good piece of content ranked #3, with an average of 383 and 594 backlinks respectively. Although not a groundbreaking article, it illustrates the power of a well-written piece of content to rank as well as it did. While we’ll probably see content ranked around the same level in the future, so long as it’s relevant and valuable, it’s good to know there’s always an opportunity to elevate your content by making it more useful and engaging.


Identify your SEO goals. When you’ve got your list, what you need to do is identify the opportunities you have and capture those in your content strategy. So that could be rankings. It could be traffic. It could be sales, or whatever it is that you’re trying to achieve on the SEO side of things. That is what we’re trying to get out of this.

Export and sort

We also need to probably go outside our campaign and keyword list and look at some competitor lists and some content lists, find better keyword sets that we can use as part of that content strategy, identify existing content, look at how that’s performing and create that from the keyword potential and then take it to content. That is a way to go outside of single keywords and assign SEO goals to content, to develop content around them.

One more thing. The other thing that’s really important is using the keyword difficulty tool.

At Builtvisible, we would have investors reach out to us if the content was subpar at all on the initial call. Our process was always to explore the website and determine if it met our minimum criteria and development timeframe, then create a proposal to show how we’d accomplish our goals by optimizing their site.

After hundreds of successful campaigns, however, our strategy has become stricter: we don’t take on a half-assed website. We value thoroughness and quality above all else. Now, it’s not just the first page that counts.

Content that is Too Overly Trap

If the words “catchy,” “wonderfully descriptive,” or “creative” have been plastered directly onto a page, they are going to be overused as the sole means of relevance. If the copy on the page doesn’t provide any value to the visitor and they already have many linking websites to come to, the evaluation criteria decrease significantly.

Content that Doesn’t Match Relevance

The content on a website that’s doing well often follows a similar pattern to an A/B test: new variation A gets more shares, links, and social shares, while variation B gets less. This concept rounds out into “improve A and, because of this, B,” or “B will improve A.” The problem with this is that if the content on the page isn’t executing the expected process, the strategy won’t raise the expected 88% of the evaluation bar.

Medium Article is Too Short

There are certain qualities that internet users will have a hard time picking apart: content length, grammar, and spelling. Typically, it’s the former. Going into the strict guidelines of SEO, this should never be overlooked. One to two sentences is ideal, though a concise paragraph should suffice

Information Disclosure is Expensive

While it’s true that an over-sales letter or special offer on a website can be effective, if that media does not provide any monetary value, the search engines will see right through it.

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