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Want more Google traffic? This (surprisingly) won’t help

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Want more Google traffic? This (surprisingly) won't help


I was talking to a freelance writer the other day…

She was debating a freelance opportunity where she’d have a stable amount of ongoing work.

But, she’d need to research topic ideas, conduct the keyphrase research, and create at least two well-researched 2,500-word guides—every week. Plus, ideally, one or two shorter blog posts.

That’s a lot of content for one person to create. Every. Single. Week.

Her client-to-be tempted her by sharing how she’d “own” the process and could create what would drive the most Google traffic.

He was all about the Google traffic. In the prospect’s mind, more content (especially long-form content) published more often was the key to traffic-driving success.

Although he’s not correct, I understand why he’d feel that way.

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On the surface, it makes sense that scads of content would always gain increased Google traffic.

But, there’s something the prospect didn’t factor into his foolproof “more content is automatically better” equation.

And that’s it’s not MORE content that drives traffic. It’s an increase in QUALITY content that could drive more traffic.

And that one word makes a big difference.

Let’s face it, how possible is it to crank out two pillar pages plus assorted blog posts every single week?

The first couple weeks, you’d probably do okay — you’d be running on adrenaline and the novelty of it all.

But then, think about your writing quality after the novelty and adrenaline wore off. You’d constantly be researching, writing, revising, and on an endless content creation hamster wheel.

You’d be tired. And you know what happens when you get tired.

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Yup. The content quality suffers. You may still be cranking out 5,000 words a week. But you’re probably not using the best words.

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And that’s a problem.

(Which is what I told the writer. You could do it. But do you want to, especially considering the long-term ramifications? She decided to turn it down. I don’t blame her.)

Content doesn’t automatically make a site better unless it’s good content that drives targeted traffic.

Plus, good content may not drive scads of traffic. Some content is so niche — especially B2B content —  that it may only attract a couple of hundred targeted visitors a year. That’s okay. Those readers are highly targeted.

Is content frequency a ranking factor?

Nope. There’s no percentage in publishing every day “for Google.” Google’s John Mueller reinforced that content frequency has nothing to do with traffic. It’s not a ranking factor.

Here’s the Search Engine Roundtable write-up if you want to learn more.

Plus, I talked about this a few years ago.

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So, if you’ve stressed about needing a specific content frequency “for Google,” you can relax.

It’s better to focus on creating a sustainable content creation plan than cranking out a bunch of content “for Google.”

What do you think?

Have you learned that more content is better for Google? Would you take on a job where you had to research and write that much content every week? Head over to the SEO Writing Tips group and let me know!



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Reach Success With The Future Of Ad Exchanges [Podcast]

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Reach Success With The Future Of Ad Exchanges [Podcast]

Constantly looking for ways to optimize your ad spend? Dreaming of a high-ROI paid advertising future? We’ve got great news — The future is now.

Big changes are on the horizon, and we know how to amplify your ad potential into high-quality leads.

John Lee, Microsoft Ads’ Head of Evangelism at Microsoft, joined me on the SEJ Show to talk about the future of ad exchanges and their ability to supercharge your potential to thrive with high-performance, low-resource programmatic advertising.

People do hop, skip and jump around, so there are all kinds of opportunities to target consumers throughout their decision journey, and Microsoft advertising is a significant piece.–John Lee, 11:25

When people think Microsoft, a big chunk of the time, people assume enterprise business, B2B, and that’s the tried and true. While that’s still a significant portion of the bottom line for Microsoft, the consumer matters greatly, whether that’s gaming or devices.–John Lee, 22:46

There’s this shift in behavior online. We’re seeing effectively a new persona emerge. –John Lee, 46:05

[00:00] – A little about John Lee.
[05:35] – How does the Microsoft advertising ecosystem look like?
[07:25] – Where to find traditional advertising beyond Bing?
[09:38] – What you can find in the display component of Microsoft.
[12:02] – Targeting in LinkedIn with Microsoft advertising.
[17:13] – Are Microsoft advertising ads shown within the X-box experience?
[23:52] – Important & growing vertical industries that Microsoft has focused on.
[31:22] – Are people still scrolling down and clicking on organic links in the SERPS?
[37:45] – How important are images in search advertising?
[45:26] – The new emerging personas.

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Resources mentioned:
Viva Goals – https://docs.microsoft.com/en-us/viva/goals/intro-to-ms-viva-goals
Microsoft Game Pass – https://www.xbox.com/en-us/games/store/pc-game-pass/cfq7ttc0kgq8?icid=CNavAllPCGamePass
Bing Webmaster Tools – https://www.bing.com/webmasters/about
Shutterstock – https://www.shutterstock.com/

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All of these other developments, these feed-based elements are new flavors and additional flavors to make an amazing user experience. Whether you’re talking SEO or paid ads, all of it is working together to create an on-point user experience on the server, whether that’s Google, whether that’s Bing.–John Lee, 34:28

There’s a lot happening in the verticals space, and that’s really just the tip of the iceberg. –John Lee, 28:22

Just as a reminder to all of you out there that are SEOs and are running websites. All of your sites do have a feed. It’s called an XML sitemap. Make sure it’s updated. Google is able to fetch it and not serve errors. All of these engines work off of feeds. Also, don’t be afraid to submit your RSS feeds for your blog categories into the search console as well. Mimic that within Webmaster Tools on the Bing side too. Search engines have gone very feed friendly. This is the way to go. It’s also the way to go from an advertising perspective.–Loren Baker, 33:08

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with John Lee:

John Lee’s enthusiasm for digital marketing is infectious, and he has the knowledge to match. He’s been at it for years, and he knows how to get results—both as an entrepreneur himself with Clix Marketing (which he co-founded) or in his current role as Head of Evangelism at Microsoft Advertising.

He has a great deal of experience with search engine marketing, display advertising, and social media marketing–Content creator, speaker, trainer, and fan of all things digital (marketing and technology).

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Connect with John on LinkedIn: https://www.linkedin.com/in/thejohnalee/
Follow him on Twitter: https://twitter.com/John_A_Lee

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Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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