SEO for Traffic with Content vs. Ranking with Links
How do you grow your search engine traffïc without adding a single new link or making any changes to your existing webpages?
It's simple. Just add content.
Simply having keyword-optimized pages of content on your site won't rank you high for competitive search engine keywords – that's a fact of life. But keyword-optimized content can really bring in the traffïc for low-competition and unique keywords. The low-competition and unique keywords are typically longer multi-word variants of the keyword. For instance, instead of "search engine ranking," "ranking for search engine traffïc niche keywords."
If you have lots of pages of optimized content–and you optimize well – all the search engine traffïc from these low-competition keywords will really add up. Plus, you'll usually get more repeat visitors and type-in traffïc, too.
Just picture this realistic example of traffic-building with content vs. ranking-building with links. Company A invests $5,000 for link-building in order to rank for a competitive keyword. Company B invests the same amount, only in content. Company A and Company B: each start out on equal SEO footing: equally old websites with the same amount and quality of content, same content management systems, the same PageRank and quantity, quality, and relevance of inbound links.
Company A's research reveals that $5000 is just the amount needed to get on the first page of Google for a target keyword that should deliver 100 unique visitors per day if the site ends up in the first position. They dutifully get inbound links optimized for that keyword, following all SEO best practices. Three months and $5,000 later, the site is stuck somewhere toward the bottom of the second page of Google search results for the target keyword. Six months later, they've actually sunk a bit lower in the SERPs. The good news is that the site is getting some traffïc from the links built and from the lowly search engine position, but nowhere near the 100 visitors/day they were hoping for from search results.
Company B, meanwhile, had content written around a long list of keywords with little or no competition in the search engines, using up-to-date search engine copywriting techniques. They've been enjoying a growing stream of visitors to their site almost since the first page of content was added. Three months later, the site's search engine traffïc has grown by a hundred unique visitors per day, or 3,000 per month. Moreover, Company B's repeat visitor traffïc has also jumped. Type-in traffïc has increased, presumably as visitors forward the URLs of useful pages to their friends. Page views are up, too, not only from more repeat visitors and type-in visitors, but also from first-time search visitors staying longer and browsing more pages. Six months later, the website's content has built a loyal following on the net, generating even more repeat visitors. The search engine traffïc is as good as it ever was.
Pitfalls of Link-Building for Search Engine Ranking
Company A thought it had a fairly sure thing: build enough optimized links for the keyword, taking care not to trigger search engine penalties. Yet as they've discovered, there is no sure thing when it comes to search engine rankings:
Meanwhile, the fundamental advantage of pursuing low-competition keywords is that, by definition, it's much closer to being a sure thing.
Advantages of Web Content SEO
In conclusion, when you look at SEO, don't forget that your number-one goal is not to rank high for a certain keyword, but to get more search engine traffïc. In some less competitive sectors, high rankings may still be a realistic and effective proposition. But increasingly, ranking high for competitive keywords is no longer the best way to get traffïc.
The Author: Joel Walsh is a professional
in the fields of copywriting and SEO who has recently
an SEO firm.
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