Long Content is Better for SEO

What’s Better for Content, Short and Frequent or Long and Less Often?

We get this question a lot. “How long should my blog posts be?” Well, there’s no real one-size-fits-all answer to that due to every situation being different. But there are some SEO and marketing principles that you should consider and follow when you’re producing content. At the end, we’ll give you a couple tricks to really make your content rank well and get a lot of traffic.

What to Post?

You need to keep in mind the main reason you’re producing this content. That’s to get more of your target market to your website. That’s only going to happen if the content is helpful, well written, and it reaches your target market. When people are searching online, they generally have a question to be answered. Even when they know exactly what they’re looking for, their question is “where do I find it?”. So it is our job to create the content that answers those questions. We went over how to identify what those questions are in an earlier post.

Plan It Out

Now you’ve identified the question you’re going to answer with your content. Next, you need to plan your content to create the complete answer to that question. Sometimes a short piece of content, whether it be written, images, video, or some combination thereof can be that answer. In our research, we’ve found that more complete, well-organized answers usually win over the short stuff. If someone can get all of their questions answered in one place, they’ll normally choose to go there. Let’s take a look at what that means exactly, and how to create it.

Give Them What They Want

Let’s put ourselves in the shoes of the searcher. Let’s say we’re a sporting goods store. We’re wanting to increase your search engine rankings for various keyword phrases involving football equipment. Hopefully, we’re doing this about now (in April), as August and September is when most people buy their equipment for the start football season. We’ve identified that people have questions about the safety features and rating of different football helmets.

Parents are obviously concerned about the safety of their children. To answer their questions, we decide to create content that rates the different helmets and talks about their features. So far, we’re on the right track, but we can’t drop the ball here. Many people might just say a little bit about each helmet and then give the basic product info. That’s not the type of content that will really attract our target market and the search engines that bring them to us. This will take a little bit more time and effort, but if we do it right, it will more than pay off.

Be Thorough

We want to answer every question that a parent might have when buying a football helmet for their child. So the smart thing to do is to make a complete guide to choosing the right football helmet for your child. That’s a great title as well because it contains a lot of the keywords your target market is searching for. So, create a true “complete guide”.  Make sure you do more than put down a few thoughts about each product and rank them. We want to gather all the information we can about the products.

Luckily, the internet exist. You can quickly compile every piece of data about the products. You need to organize this data so that it’s easily read and understood. This usually involves putting some sort of table of contents or outline at the beginning so people can quickly find exactly what they’re looking for without getting frustrated.

Make It Visual

We want to include images from different angles that highlight the different features. Include every bit of detail that you can without adding unnecessary fluff wording. You never know what exact detail people have questions about. It would be smart to take pictures and make a video showing parents and players how to properly wear, clean, and maintain the helmet. Anything that could be more easily communicated visually should be done so. Having images and/or video always greatly improves content and the user experience. It makes it more likely to be shared and ranked higher in the search engines. This is generally true for most subject matters and not just products like football helmets.

Get it Out There

Once you’ve gotten to this point, don’t forget to spread your content around. You’ve created something great.  Let’s make sure your target market knows about it. Obviously, share it on all of your social media accounts. Then search for other social media accounts or groups that make up your target market. Share the link to your content with them. Add a sincere note about how you think this might help answer some questions they might have. Then, do searches for the main keyword phrases you think your content should show up for.

You’ll often find that someone has tried to answer these same questions before with their own blog post or article. If they allow commenting, share a link and a helpful comment to engage readers and discussion there. You’ll likely find others have linked to other content like yours to help people find answers to their questions. Since your content is better and more completely answers their questions, you can send a quick reply letting them know there’s a better answer out there. Make sure you word your comments kindly and mention that the purpose is to help their readers so it doesn’t seem too self-serving.

If you follow these principles, your content will undoubtedly attract more attention and rank higher in the search engines. It will obviously take more time time and effort, but it will separate you from the rest of the competition. And that’s the whole point of marketing.

If you have any questions about anything we covered in this post, or anything else regarding digital marketing, let us know and we’ll be happy to help.

May 11th, 2017
Digital Marketing

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