There’s a practical reason why creating more content for your site usually results in more organic search traffic.
It’s a numbers game.
The more content you write, the more keywords you are likely to rank for.
You might be familiar with the Pareto Principle, which says that 80% of your results will come from 20% of your efforts. How do you know which 20% of your content is going to drive 80% of your traffic? Sometimes this is difficult to predict.
That’s why creating a content publishing habit is so important.
One Reason Small Websites Struggle to Rank
Small manufacturers that do not have a dedicated marketing team will always be fighting an uphill battle against larger brands. When your industrial company is still growing, your team is focused primarily on sales, order fulfillment, and customer support. There’s not a lot of time or resources for marketing.
Long-established brands will usually have a marketing department that produces content for their website on a regular basis. The larger brands are constantly publishing new posts, videos, and pages. Some of those pages will rank, and some of them won’t — but they are making it a habit to publish on their website, because that material helps their customers.
Websites that have ten pages or less are usually focused only on sales pages. Each page is describing a product or service, and the call to action is to make a purchase. But what about the customers who aren’t ready to make a purchase yet?
The B2B sales process usually takes six to nine months to complete. There are a lot of steps to go through before people are ready to make a buying decision. The site that only has five to ten pages usually lacks the necessary information for buyers who are at the top or middle of the funnel.
In other words, not everyone who is searching for information is ready to buy. It is imperative that your website have informational pages for customers at every stage of the sales cycle. This is the biggest opportunity for most websites to gain organic search traffic, and get people interested in buying their product.
Websites Without Depth Will Get Crushed In Search Results
A five-page website simply doesn’t stand a chance of outranking a site with hundreds of pages. There’s no amount of optimization you can do to a five-page site that will make it stack up against a site that is hundreds of pages deep. The truth is, the larger site is more likely to be valuable to your customer base, because it will answer their questions.
How can you compete against the content depth of larger brands when your company is still in a growth phase?
The worst thing you can do is nothing. By sticking to just sales, fulfillment, and support, your website will stay in a holding pattern. As larger brands continue to improve both the content and experience on their websites, if your website stays stagnant, it will move slowly and inevitably towards obsolescence.
The best thing you can do is commit time in your company work week to creating content that will benefit your customers.
Even if you can only commit to one hour a week for content creation, that is better than nothing. In time, the content you add to your site will help your customers, and your brand.
What Type of Content is Best?
Text content, like written pages, is still the easiest for search engines to understand. Video is beneficial, because many people search for things on YouTube. Because Google owns YouTube, video results tend to appear high in many search results pages. Podcasts continue to grow in popularity, and people can listen and subscribe easily on their smartphones.
The best type of content for your company to create is whatever is the easiest for you to consistently produce. If you produce videos or podcasts, I would advise getting them transcribed into written content for both your customers and search engines. Services like Rev.com can turn audio and video files into written transcriptions quickly and accurately for a reasonable price.
At a bare minimum, you should be producing text content for your website. If you have time, I would suggest adding video content on your YouTube channel.
Why Best-In-Class Content Helps Your SEO
A page that is best-in-class on a certain subject is more likely to be used as a reference point, shared via social media and email, and linked to from other pages. Back links and social sharing that drives traffic to your site will both help a page rank higher.
If you’re wondering what we mean by a best-in-class page that answers all questions on a subject, think Wikipedia. There’s a reason why many Wikipedia pages rank so high in search results. It is because they answer all the questions on a topic thoroughly and accurately.
Perhaps some of you are thinking, “What is stopping me from copying a Wikipedia page and using that on my own website?”
Google and other search engines can compare an original page to other web pages, detecting plagiarism very easily. Your site may be penalized by Google for what is known as duplicate content. If you use material from other sources, you may also get into legal trouble for copyright infringement.
The idea is to have your own take on a topic, and add original value, that bears your unique characteristics. Put it in your own words, and you won’t go wrong.
You have information that your customers are looking for. The experience and shared knowledge that is already in your organization is your biggest asset for lead generation. But, you must decide to leverage that information by publishing it on your website.
Publishing content is a slow road to SEO growth, but it is a stable and proven path to increasing your organic search traffic.
By answering all the questions your customers will have through every step of the sales cycle, you have a chance to stand apart from your competitors. When you teach customers something they didn’t know before, they are more likely to trust you, and by from you in the future.
Ultimately, the search results reflect how helpful our human customers find our website. Your website is your first employee, and should contain all the public-facing knowledge of your organization.