Understanding What “High Quality Content” Really Is
Contextual Content is King
If you read anything on SEO or watch Google’s Matt Cutts closely you’ll hear the same sentiment repeated almost endlessly. That sentiment is: create high-quality content, which users will want to interact with.
So, if you’re not Hemingway how the heck do you pull that off?
Well, creating high quality content may not be as hard as you think (that doesn’t mean it’s easy).
First, I am going to stop saying “high-quality content,” because this only tells half of the story. The content which you produce also has to be highly contextual.
Let’s say you run a local roofing business and your favorite college football team is the LSU Tigers. You go ahead and start to create high-quality pieces about the team. That’s great, but not for your small business blog. It doesn’t matter how high of quality your content is if it is not contextual. Writing blog posts about the LSU running backs is completely unrelated to the rest of your site, thus you will attract traffic that is intending to read on the football team, not hire you for your roofing services.
Let’s look at another example.
This picture shows a piece which soared up the Google rankings for one of our clients. Great Canadian Van Lines is a moving company, so in our strategy we try to produce content which is related to real estate, home improvement and of course, moving. We did a blog on the 5 Most Expensive Cities to Live in Canada; this post soared up the rankings and ended up within the likes of Yahoo, and MSN. Now this receives steady traffic and converts into leads (that’s the point right?).
So when thinking of what to write for your company blog, think in terms of what people would actually want to read/search for in your industry. Formulate some ideas and then get writing.
The reason these highly contextual pieces are so valuable is that they tend to turn into timeless pieces which can supply steady (quality) traffic to your site.