Getting Found Means Creating LOTS of Quality Content

Content Matters

Getting your website found is a constant struggle for many companies. 

And employing search engine optimization (SEO) practices was traditionally the answer.  

But these days traditional SEO is not enough.

Today, having a substantial amount of quality content under your domain is just as important.  

Quite simply, when it comes to driving traffic to your website, content volume matters

Mo’ Bloggin’, Mo’ Traffic

Hubspot (and others) have been advocating the benefits of frequent content creation for a while now.

In 2011, they conducted a survey of 4,000 businesses and discovered some very interesting correlations between the amount of content and the amount of traffic of a website.  

Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month. Those who blogged at least 20 times per month had 5 times more traffic than those who blogged less than 4 times per month. Download the research report here

With over 2,000 indexed web pages and 13,000 subscribers, Hubspot’s own success certainly supports their survey results. 

But they’re not the only ones. 

Marketing Tech Blog Data

Another popular blog, Marketing Tech Blog, with almost 11,000 indexed web pages and over 1,000 subscribers, recently did a keyword study of their own Google Webmaster data to determine exactly where their organic search traffic was coming from. 

Detailed in the post, Does Your Organic Rank Matter?, the blog revealed that 72% of their organic search traffic came from keywords they didn’t even rank for on the first page of the Google SERPs. 

Marketing Tech Blog Organic Traffic Breakdown

According to Douglas Karr at Marketing Tech Blog, this data is from their Google Webmasters account.  In other words, all the data in the analysis had social media and other SERP personalization filtered out. If this is the case, it can ONLY mean that when people search, they are going to the 2nd, 3rd, 4th page of the Google search results page to find Doug’s blog.

In a comments exchange on the post, Douglas  said, 

This is people that ARE clicking past page 1 looking for a RELEVANT result….My point isn’t that ranking is NOT important…. my point is that RELEVANCE is much more important THAN ranking. If you focus your content and write great content, people will find you. Regardless of rank.

This research was also highlighted in a webinar by Kuno Creative, Inbound Marketing is the New SEO

Spark’s Own Data Supports Same Conclusions

Not to be outdone, Spark  decided to do the same study of  own keyword and visitor data. 

The results were very similar.

From March 8 2011 – March 8 2012, we saw over 50% of our organic search traffic coming from keywords we don’t rank for on the first page of Google SERPs. 

Percentage Total Organic Search Queries by Google SERP Position

Traffic from Lots of Long Tail, Low Volume Keywords

Moreover, of all the queries that were used to get to Spark’s website during that timeframe, Spark did not rank on the first page of Google SERPs for 71% of them. 

Percentage of Total Organic Search Queries By Google SERP Position

Diving down into that 71% a little bit further, most of the queries only yielded one or two visits each. But they were very numerous.

People were using a lot of long tail multi-word queries to find Spark’s website such as:

  • new revenue sources for tradeshow companies
  • b2b buying decision infographic
  • business requirements for lead tracking

Getting Found in a Long Tail World

So the lesson from the data is straightforward: 

When it comes to driving pure traffic volume, keywords you rank for are still important but you should not ignore the wide and varied set of  diverse long-tail queries that you don’t rank for

And the only way to really attract that wide & varied set of queries is to create a wide and varied set of content. If you have a big enough “content footprint” and you’re relevant to what people are searching on, people will find you, regardless of your ranking. 

Don’t get me wrong, I’m not advocating content farms or encouraging you to go out and create a bunch of low quality articles. Google Panda has taken care of that problem. But I am an advocate of stepping up your content game. Today, companies that can create large quantities of quality content are the winners.

It’s becoming a competitive advantage.  

Now go write something. 

About the Author

Cristi is president and founder of Spark Inbound Marketing, an inbound marketing agency dedicated to high quality content creation and smart strategies to help companies attract more visitors and leads.