It’s often said that adding new content to your site will instantly bring you more traffic from Google searches.
If only life were that simple!
Yet, the fact is that sites which add new content regularly will often get more visitors from Google. And, what’s more, we’re going to show you some ways to make sure your new content really work hard for you.
First, though let’s understand why new content can bring you new traffic.
Sites that update their content frequently are indexed more often by search engines.
This means that updates to your site encourage search engines to visit and review what is there. When this happens you have the opportunity to achieve new or higher rankings for the content you provide.
Search engines use web crawlers to visit your site. These are sometimes called spiders, robots or simply bots. Whatever they are called they are high-tech programs that scan the internet for websites and then index their content based upon a number of algorithmic factors determined by the search engine.
These factors may include the number and ‘quality’ of incoming links to the site, the number and type of subject keywords used, the site’s speed, its dwell time and how often it is updated.
Quality not just quantity
As important as it is that your site is indexed regularly it is equally important that the results of this indexing are higher not lower rankings.
So, let’s take a look at a failsafe way to improve your rankings by adding new content.
More content equals more doors to your site
Let’s imagine you want to throw the world’s biggest party, yet your venue has only one door that leads to one dancefloor playing the same type of music.
How’s everyone going to get in – and why should they come if they hate this type of music?
Adding new content is like adding a new door to your venue. It is also like attracting someone by playing exactly the type of music they like.
With a lot of doors offering exactly what many people are looking for you are in with a chance of a party that goes with a bang and not with a whimper.
Each piece of new content you add should add a new door to your site – a new way for your audience to find you.
And to do this it needs to offer something very specific and very useful.
Go for the long tail
The content you add should be optimised to target a long tail keyword.
You can use Google’s Keyword Tool to research this.
Here’s a quick visual explanation of what long tail keywords are and why they are so effective:
Not only is there much less competition for long tail queries but they tend to be used when people are at the end of the sales cycle and ready to purchase.
It is true that the search volumes for long tail keywords are much lower, but you also have a much better chance of ranking for them. What’s more they have a much higher search intent (meaning they are more likely to convert).
Given that you are going to regularly target long tail keywords it’s worth bearing in mind that 70% of all search traffic today comes from the long tail.
Write about topics that show high search intent
When you pick your keywords look for ones that are not only highly relevant to your business but also show high search intent.
This means that they suggest someone is looking to buy rather than browse.
For instance, which searches here are obviously showing the clearest buying signals?
But why stop there?
How about targeting Buy Sony digital camera 7.1MP with 3x optical zoom or Sony digital camera 7.1MP with 3x optical zoom features?
Optimise your content
Make sure your meta title, meta description and headline contain your targeted keyword.
Why? Because it will help you gain clickthroughs from the search engine and it will improve your chances of ranking.
Google pays a lot of attention to meta titles and headings when it considers your ranking. They are far from the only factors but they are important.
In addition Google will highlight any phrase in your description that matches part of a search query and the searcher’s eye is naturally drawn to headlines that echo their search.
Develop content that answers needs
Make sure that the content you write is going to be useful and answer the questions that anyone using the targeted keyword is likely to be searching for.
Google loves to serve up links to content that answer specific search queries. If you can make sure you do this, by focussing on the user intent behind a search, you will rank much higher.
And, of course, the traffic you get will convert much better.
To do this you are going to need to avoid throwaway content and aim for ultimate guides.
Consider this: articles that rank highest in Google are typically over 2,000 words. They are also richly illustrated with pictures, videos and useful links.
Don’t get too hung up on length but do avoid posting throwaway pieces: they simply won’t help you.
Get your content noticed
If you’ve done your research, optimised your content and answered the intent behind the search then it is pretty much guaranteed that your traffic will come.
There is just one more thing you can do to turn that steady stream into a torrent.
Get your content noticed!
Use Facebook, Twitter, and LinkedIn to promote it but also use your customer database to spread the word.
Contact organisations and people who may be interested in your articles and see if they will mention or link to them.
Success breeds success: the more times your article is seen, shared, linked to and commented on, the better your chance will be of getting even more traffic.
Here’s the short version
Let’s just recap on how you can make sure that adding new content to your website will bring you lots more visitors.
- Target long tail keywords that have less competition but are likely to convert better
- Optimise your post for your keywords
- Consider the search intent and make sure you answer it fully
- Market the hell out of what you have produced
See you on the first page of Google then!