Did the news about Google’s recent core algorithm update freak you out?

After all, SEO is confusing enough. But hearing that Google’s core algorithmic updates can drive companies out of business is always a little…weird.

During this time of Google FUD (fear, uncertainty, and doubt,) people look for the secret SEO recipe that will make Google happy. Which makes sense — you want to focus on what drives the most ROI.

So, according to top SEO experts, what’s the most important aspect of your SEO campaign?

The answer may surprise you…

No, it’s not links (although links are important.)

It’s not your site design (although that’s important, too.)

Here’s the answer:

During the SMX Advanced conference, Search Engine Land released the 2019 Periodic Table of SEO Success Factors. The report breaks down what’s currently important to SEO rankings (for instance, keywords and content “freshness,”) what hurts positions (ad-heavy content and keyword stuffing,) and emerging verticals, (such as voice search.)

The big takeaway? Content rules.

In fact, according to this article, Barry Schwartz, editor of Search Engine Land, and one of the creators of the report, introduced the findings by saying “in the contest between content and links, it’s now a settled fact that content is more important.”

Wow.

Sure, content has always been important. But this year, the importance of content was turned up to a Spinal Tap 11.

This. Makes. Me. So. Happy!

So, what does this news mean to you?

Well, if you’re a content creator, this is pretty sweet news. :) The opportunity is there.

At the same time — and I’ve said this before — you need to up your game and learn how to create strategic SEO content.

It’s not enough to write a 500-word blog post focused around a target keyword. Now, you need to understand the competitive landscape, write in a conversational style, think about featured snippets, and provide content that’s more useful than what’s currently positioning in the top-10.

Is this more stuff to think about? Yes. At the same time, Google is giving us permission to write fantastic content. We don’t have to write the same content as our competitors so we “look competitive.” We don’t have to write keyphrase-stuffed content. We can do things differently…and better.

That’s cool.

If you want more information about what Google considers quality content, Google actually spells it out in this “oldie-but-a-goodie” post. The post is from 2011, but the information is still solid (and cited) today.

Yes, this will mean letting the low-paying, “I will pay you $25 for an SEO blog post” go. Let’s face it — for $25, you can’t spend the time you need to write content that snags fantastic search rankings. Not unless you want to make $1/hr.

Instead, it’s time to find those higher quality clients who understand the value you bring to the table.

They are out there.

Why would you settle for anything else?

What if your company has SEO content creation challenges?

Now is the time to get your writers the training they need.

It’s not just me saying this. During the SMX Advanced conference, Jessica Bowman, one of the authors of the SEO Success Factors, emphasized how important it is to train your writing staff.

Your writers want to create top-positioned content. They really do. They just need someone to break down the SEO steps, to tweak the strategy, and to streamline their current writing process.

Once that light bulb turns on and your writers “get it,” they’ll be unstoppable. I’ve seen training clients go from nowhere to positioning top-10 for highly competitive phrases. Sure, they worked their butts off to make it happen. But they did it.

That’s also pretty cool. 

(And you know I can train your team in SEO writing best practices, right? Just zip me a note if you need me.) 😀

What do you think?

Have you been thinking about an SEO writing training for your in-house writers? If you’re a freelancer — how do you think the latest news will benefit your bottom line? Leave a comment and let me know.

One of my father’s favorite things to say was, “Just because everyone else is doing it, doesn’t mean you have to do it too.”

As you may imagine, his wise words had zero impact when I was a teenager. I probably rolled my eyes and replied with something snarky. After all, doing what the cool kids did was all that mattered.

As an adult, I see this aphorism in action all the time — especially in SEO.

Case in point: E-commerce category pages.

This situation recently came up with a wonderful long-term client. He asked me to write “SEO copy” for a product subcategory page to replace what was there.

When I clicked through to the category page, I saw a common issue…

…all the text was shoved way below the fold. There was a headline, lots of product thumbnails, and around 300 (fortunately, well-written) words at the bottom.

Oops. No wonder he called it “SEO copy.” Chances are, nobody saw (or paid attention to) the copy. It was solely there for Google to have some keyphrase-rich copy to work with.

So, I sent him this article, that explains Google’s stance on this SEO writing technique. Google’s John Mueller even says, “from our point of view, it’s essentially keyword stuffing.” 

It doesn’t get more clear than that. 

Yet, my client had a (very good) question. “If it’s so bad, why do I see other sites do this all the time?”

Yup. He’s right.

I totally understand his confusion. After all, a quick e-commerce site check shows a number of sites doing the exact same thing. Home Depot does it. Brookstone does it. Land’s End has almost 1,200 words of tiny type crammed on the bottom of their women’s clothing category page.

Sad.

The thing is, these sites are missing huge opportunities. Instead of thinking “SEO text,” they should be thinking of ways they can make the page better — and yes, showcase their benefits.

The cool kids aren’t always right.

You don’t need to write a below-the-fold novel on your category pages. You just need to rethink how to give your readers (not just Google) the information they need. 

For instance…

Glossier has a short, benefit-full copy block at the top of their category pages.

Tektronix’s spectrum analyzer category page has a snazzy, benefit-rich slider plus two short (and keyphrase-rich) copy blocks.

The Lowe’s exterior doors category page is clean, clear and concise. It’s easy to find what you need, and the benefits are clear.

See the difference? Yes, there’s text — but, it’s not “SEO text” (although the text is optimized.) It’s good for Google and for readers.

It’s a double win.

This is the technique that Google’s John Mueller recommends, too. From the Search Engine Roundtable transcript:

“Maybe shifting that giant block of text into maybe one or two sentences that you place above the fold below the heading is a good approach here because it also gives users a little bit more information about what they should expect on this page. So that’s that’s kind of the direction I would head there.”

That’s way different than a 1,200-word text block shoved at the bottom of the page, eh?

After all, just because the big-site SEO departments are doing it, doesn’t mean you have to do it, too.

Especially when it won’t help your site. ;)

What do you think?

Has a client (or your boss) ever asked you to write “SEO text” for your e-commerce pages? Have you wondered why all the text was being shoved down to the bottom of the page? Let me know in the comments!

Have you heard of the KonMari method?

In a nutshell, the idea is to go through all your belongings and to ask yourself, “Does this spark joy?” If the answer is yes, you keep it. If not, you thank the item and get rid of it.

I’m asking you to KonMari your content — with a twist — by asking yourself one simple, powerful question:

“Does this content spark profits?”

Here’s what I mean…

A few years ago, Laura, my ex-blog editor, used to spend hours creating a weekly content marketing roundup post. Every post had a theme and a minimum of 20 links.

They are impressive posts.

Out of curiosity, I recently combed through some analytics. No matter how good and authoritative and extensive the roundup posts were, they didn’t drive any direct conversions. No newsletter signups, no leads. Nothing.

In short, they didn’t make money.

In fact, those pages are (sadly) my #1 source of, “I wrote this post, will you link to it?” spam.

Sad.

What does drive conversions for me? Being a webinar or podcast guest. Conference speaking. LinkedIn. My newsletter. My cornerstone posts, like this one. My sales pages.

I’ve learned to let go of the other stuff.

Sure, I’ll try new tactics, or revisit old ones from time-to-time. This year, I’ll probably guest blog here and there, just to see what happens. I’ll try video (ack!) Maybe even more conferences.

I like to tweak, to test, and to shake things up. It sparks joy.

But, I primarily focus on what makes me money.

How can you KonMari your content?

Dive deep into your content and determine if it sparks profits for you. Pinpoint the content assets that drive traffic, get great newsletter signups, and help you get noticed.

These are your money pages. Treat them like gold.

At the same time, you also want to take a hard look at all the content you produce and make sure it’s truly working for you.

For instance:

— Are your Facebook posts consistently falling flat, no matter what you’ve tried?

— Is your podcast a pain to produce, and people aren’t tuning in?

— Are you guest blogging everywhere and still not seeing any returns?

Let them go. Thank them and set them free.

Even if you have to kill your favorite projects.

Sometimes, you may be so proud of something you’ve created, you’re blinded to the fact that it’s not helping your bottom line.

Looking back, I should have pulled the plug on those roundups after the first year. I loved them too much to let them go (or to examine their analytics too closely.) That’s on me.

I’m not saying that these tactics are always off the table. If the perfect blog post opportunity pops up, why not give it a shot? If your social media results suck, you can hire a consultant to see what’s up.

The key is — you’re focusing on what works RIGHT NOW — and then, you can prioritize the other stuff.

What happens when you streamline your content?

Sure, it may feel like a short-term ego hit to discontinue something you’ve been doing for a while.

Trust me. People probably won’t notice (much.) I don’t think one person ever said, “Hey, I miss your weekly roundups.”

But, when you do let go of what’s not working, your life will feel smoother — and the content creation process will be way more streamlined.

And truthfully, letting go feels like a relief.

But, what happens if you LOVE doing something?

This one is trickier.

Sometimes, we know we’re doing something that doesn’t necessarily drive profits — but, it does spark joy.

For instance, I love responding to emails you guys send me every week. Does responding to 20+ emails every Tuesday drive profits? Possibly, here and there.

Although I’m 99.9% sure a consultant would tell me, “You don’t have time to respond to every email.” In fact, other people specifically state on their sites, “I do not respond to questions unless you pay me first.”

I get that. There may be a day that I have to go that route. But, for right now, I like to respond. I just limit the amount of time I spend doing it.

It’s my “best of both worlds” solution.

So, yes, keep what sparks joy (even if the returns aren’t there.) But, know that you’ll only spend X amount of time doing it. No matter what.

What do you think?

Does ALL of your content spark profits? Or, is it time to thank one of your current tactics and to let it go? Leave a comment and let me know!