I often advise my clients to consult their Google Search Console

As a marketer, you’ve probably I often advise heard management say many times, “Let’s publish 25 articles by the end of the month! Google will rank us #1 ^. ”

Many businesses focus their efforts on quantity at the uk telegram data expense of quality. The consequences of this bias are mediocre results and declining conversion rates. Publishing content too frequently has negative consequences for a website’s thematic authority. We explain everything in this week’s article.

Foreword: Topical authority is different from topical relevance. Both concepts are integral to the topic cluster. To learn more about topical relevance, see our article.

Publishing content too often is a rookie mistake, unfortunately made all too often by companies looking to go digital (too quickly!!). Writing a lot on a specific topic doesn’t increase a website’s authority. Frequency , completeness, and relevance are far more important factors.

Publishing too much content on the same topic can even send a negative signal to search engines. This makes sense: too many posts on the same idea demonstrates poor communication skills. You’ll dilute your authority.

The topic authority of your topic clusters is very specific to each topic. And, as we know, every topic is different. Some topics are so broad that you can write every day for years without exhausting them. Others are much narrower, and a few well-structured articles are enough.

Quality trumps quantity

SEO is a field where content is king. It’s no wonder many consultants prioritize quantity over quality and choose to publish articles every other day. These so-called SEO experts write for search engines, not human readers. They’ve probably read somewhere that freshly published content is favored by search engines.

This is simply false.

Everyone complains about the overabundance of why conduct competitor analysis in e-commerce information and misinformation (the infamous fake news). People publish content without question. Many forget to verify their sources and few bother to do their research beforehand. The main goal is to achieve the objectives set by the marketing director or manager. Unfortunately, these people don’t always understand how SEO works.

It’s really the quality of the content you publish that sets you apart. So, don’t hesitate, research your topic thoroughly and create informative posts. Start by writing a rough draft. Edit it if necessary. Only start writing when you’re completely comfortable. Wait a few weeks to update the post. Build rapport with your readers and encourage constructive feedback.

I don’t think it’s necessary to write a lot. Instead, you need to create effective content that’s appreciated and thought-provoking. The goal is for your readers, once they’ve finished reading, to consider your text one of the best on the subject.

Google strives daily to mimic human behavior. And it’s getting better and better at it. So avoid shortcuts and tactics that promise quick results. They’re not very effective in the long run.

Originality trumps quantity

Publishing a lot of content doesn’t fool Google’s algorithms. Today, the knowledge base used by the search giant (the “Knowledge Graph”) can identify, on a case-by-case basis, the scope of a topic. Search engines index billions of new pages every day. They know the concepts, keywords, and key phrases generally associated with a specific topic.

Repeating the same words and using the same synonyms will get you nowhere. So, avoid saturating the web with thin content. This will not increase your thematic authority.

I recommend targeting different personas for each post. These may be experts or beginners. Some have a very direct and clear question that requires a short answer. Others are looking for a long, detailed article.

Traffic is an important metric, and it’s only natural to aim for a high readership. However, conversion rates are even more important. Don’t hesitate to write the same article multiple times, varying the format and style: you’ll reach more readers. This is the best way to be read by the right people and thus increase your organic conversion rate.

Where to start?

It’s a wealth of information! In this example, the CTR for positions 1 and 2 is very low. Try to understand the reason for this low click-through rate:

• Bad title tag? If so, check out our article on optimizing the title tag
• wrong answer to search intent? If so, be sure to re-purpose your content or create new content

The clear editorial plan: the key

Refer to your personas systematically!

A surefire way to become an authority on a topic is to text services plan your content. Writing a blog post solely to copy one of your competitors is a bad idea. Also, avoid creating your content based on the first keyword that comes to mind.

The most successful consultants and writers plan their writing calendars. Of course, resources vary from team to team, but the main point is to have an idea of ​​the topics you’ll need to cover.

Take a moment to make a list of all the aspects of your specialty that might interest a beginner. What are the first things to know when someone is interested in your specialty? You can materialize your ideas in the form of keywords or titles. Some topics are broader than others.

Then check what has already been published.

Create titles based on the ideas you’ve listed. Start with the simplest concepts. Try to estimate how long it will take you to write each article and set a schedule.

Become a leader in your niche