Quality original content is getting scarce on the Internet. More and more blogs and websites run repetitive and samey stories. SEO experts and content marketers tend to call this trending. In an era when anyone can have a personal blog and when virtually every company posts online content, the world seems to lack original ideas. Instead, it is obsessed with researching trending keywords.
An overwhelming number of sites publish algorithm-packed content in desperate efforts to push themselves up the search engine ladder. As we can expect, the result is an ever burgeoning volume of lifeless and repetitive online wordage. No self-respecting reader would stoop to paying any attention to it.
The Great SEO Divide
The Internet is flooded by advice on how to optimise websites and blogs use keywords to rank higher in searches. The fact is, SEO and content marketing alike advise us to create content in the name of keywords, not quality. All the more ironic because most of the advisers also swear that content is king.
The good news about computers is that they do what you tell them to do. The bad news is that they do what you tell them to do. - Ted Nelson
Search engine optimization is not a bad thing in itself. But search engines like Google and Bing are algorithms. They cannot read. They just scan the Internet and index it by words, word strings, images, and captions. Search engines are tools to help us find relevant and meaningful content.
What do we gain in creating content on a trending topic like, say, the Film Academy awards nominations, if we are a local video store in Kentucky? We use the right keywords, we probably write good content in line with the best writing and SEO practices. But do we think our review, written for the sake of adding to a trending topic and incorporating trendy keywords, will attract readers? SEO, as well as keywords, are and should be only one of the tools we use to create outstanding content while living our lives and conducting our business.
Respecting Your Content
If we are a mid sized IT security business, the chance is we already run a corporate blog. The odds are we have published articles on "How to secure your home router." But have we ever wondered how many other articles entitled "How to secure your home router" or "How to secure your wireless router" are online? The answer is, between 4000 and 30,000, depending on how advanced a set of commands one uses to retrieve exact phrase matches. A simple Google search returns between a million and 4,300,000 results for these two long-tail keywords.
Information is not knowledge. - Albert Einstein
Unless ours is a highly specialised wireless home router website, it makes no sense to repeat yet again a topic that is overexposed to the extent of prompting any reader to click on the first article they find in the full confidence that all others will provide similar of not identical advice.
Becoming an Authority, Not a Follower
Instead of publishing uninspiring and mundane features, why not try to become an authority in our field? We might be small or mid sized, but this does not imply we cannot provide better content than multinationals with dozens on marketing writers on their payrolls.
The best way to predict the future is to create it. - Peter Drucker
For instance, we might explain to our customers what exactly their wireless router is and how the Internet of Things revolution is changing the way the world communicates. Sure, we can have these how-to articles in our content portfolio. But presenting a broader picture to our readers through thoughtful content would help us gain authority and win active and financially sound readers.
Think of Ideas, Not SEO
Creating great and unique content is hard. Let us write it ourselves if we are confident in our content creation capabilities and great ideas. Unfortunately, not every one of us is a writer or creator. If that is the case with us, we should look for a capable writer or content writing service that can make our ideas shine above those of our competitors.
Always be yourself, express yourself, have faith in yourself, do not go out and look for a successful personality and duplicate it. - Bruce Lee
It does not matter whether this service will be Inspiringly or any of the other quality content writers. What matters is to find a content writing service that does not hide behind terminology like outbound and inbound links, on-page and off-page optimisation, alt descriptors, and all the rest of SEO and online marketing jargon.
What matters is to focus on quality and challenge our own content creation capabilities, not to optimise content nobody is going to read. Let us put our readers and customers first, create outstanding content, and we will be on our way to becoming an authority and reaping the benefits of thoughtfully crafted content.
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