Most companies overlook content creation on their own websites. While social media content for these companies is often good and even overwhelming, the content on their own websites is often appalling. More than 90% of business websites have not updated their content in over a year, with 45% of websites still having the same content they had three years ago. As more and more people create content on social media rather than their own websites, their rankings on social media platforms often outperform their own websites.
How does the lack of content creation on your website affect search engine optimization, overall traffic to your website, the credibility of your business, and sales, leads, and conversions? Why do people tend to create more content on social media platforms rather than on their own websites, where they have full control over the content and own it too? What makes content creation on your business website a challenge, but you don’t think twice before putting out a LinkedIn or Instagram post? These are the topics we will discuss in detail in this article.
How Content Creation Impacts SEO
There are three main reasons why content creation is very important for search engine optimization. Each of them is equally important, and none of them should be overlooked. When talking about content creation, remember that we are discussing quality content creation derived from keyword research.
1. New Content Keeps Visitors Interested in Your Website: The principles of social media websites apply to your website too. Every piece of content you post on social media keeps your followers interested in your topic, expecting more every single time. The concept is no different for your website. Your audience will only be interested in a website that provides fresh content frequently. A daily update is key to keeping your website audience coming back for more. Regularly updated content and new content on your website will attract more visitors to your website. Wondering how returning visitors impact search engine optimization? Look at the top 100 websites, and you will notice a significant number of returning visitors. They also rank for some of the most competitive keywords. These are not just sites like Wikipedia, LinkedIn, Medium, or Facebook. Take, for instance, the AKC website for the American Kennel Club, or Mr. and Mrs. Pet, a pet services company, or Supertails.com. All these websites in the pet food and training niche have added new pages in the past week. All of them are ranked on the first page of Google for keywords like “dog training” or “dog food.”
2. New Keywords, More Variations, Wider Range: With a 20-page website, you can cover 20-odd concepts. You may rank for 100 keywords (which is a lot for a 20-page website). With more content, you cover a wider range of topics. Even the smallest niche can create thousands of pages of content. Take, for instance, winding machine manufacturing. The topic may seem a bit hard to create content on, but you could come up with at least 300-400 pages of content on the process of manufacturing winding machines, their uses, case studies, materials used, and more. With more content, you have more variations of keywords and cover a wider range of topics. No user wants to visit a website with only 20 pages listing products and product details unless they want to buy something. And no one will buy a product from a website unless the product is recommended by people and has great reviews (from external reliable sources). But your chances of converting an audience into leads improve when you have enough content to prove your authority.
3. Be an Authority: It’s impossible to show your brand in a good light unless you provide enough content on the topic online. This includes content on social media, external third-party websites, and most importantly, your own website. Yes, social media websites are important and should not be overlooked, but creating or becoming an authority in the digital space requires content crafted around a particular entity (often your business) on your website. With regular content creation on your website, you position yourself as an active participant in the industry and remain in front of your audience when they are looking for information.
Bulk Content Creation and Its Effect on Search Engine Optimization
It is not just important to create content, but to create content regularly. A daily addition of a new page to your website is seen in a positive light for your website and your overall SEO progress. However, creating bulk content often affects SEO adversely, especially if the content updated is more than humanly possible. Unless you have user-generated content websites like LinkedIn, Medium, or Reddit—all of which are social media websites—or a forum on your website that is already established, bulk content is not favored by Google, and there is a high possibility of your website being flagged for spam content. Always phase out your content. If you have 1,000 quality human-written articles and want to update them on a 10-page website, it doesn’t matter how good the content is, how much value it adds, or how well it is optimized—you have a higher chance of being flagged. On the contrary, adding content at the pace of one article per day for the next 10 days and increasing it to two articles, three, and so on every 10 days would not only increase your chances of being visible on search engines over a longer period of time but will also keep your website in the good books of search engines.
