Why there is such a thing as too much content

As a search engine, Google’s goal is to connect a searcher with the most relevant, authoritative source to their initial search. What’s a major way this is done in 2020? Through content on your website …. strategic content … think quality over quantity. SEO tactics are constantly changing. What worked for Google in 2018 is completely different than what is working four years later in 2022. 

Google looks at your entire website when assessing content quality. Too many pages that aren't driving traffic or value to the user, and include lower content quality can hurt your overall website performance. It’s critical to the success of your website to make this change immediately.

So what should your SEO strategy include in 2022?

Your SEO strategy should be well rounded. Hitting the high points that will move the needle and not spending too much time in one area. This is critical. By limiting the content volume in your current SEO strategy, your partnership with Coalmarch by WorkWave can include focusing on content quality across the entire site and improving other aspects of your on-site and off-site SEO. We know it’s a little ‘in the weeds’ (no pun intended) but we want to give you a peek behind the curtain as far as what your new SEO strategy will include in 2022:

  • Content Refresh/Optimization/Pruning Let’s tie this back to lawn care and pest control … it’s not a one and done solution. You don’t complete one treatment and you have a pest free home or the lawn of your dreams. Same goes for content. The SEO landscape has changed in that when you create a piece of content, it’s more important than ever to maintain it. Once pages go live, we begin collecting data on how they perform. Are they being consistently evaluated to ensure they are optimized for the best keywords that drive search volume? Are they driving traffic? How do users interact with your site when they do enter?  By regularly analyzing this data, we can better optimize existing pages and repurpose content that isn't performing well in its current state - a bit of an SEO facelift!
  • Technical Analysis: This is all about taking a look under the hood. The true technical backbone of your website such as reviewing title tags and meta descriptions, image sizes, missing alt-text - all of which plays small but critical pieces to your overall SEO performance.
  • Internal Linking & Site Structure: Internal linking and general site structure is all about sending signals to Google about what pages on your website are the most important. This can be achieved through regularly reviewing and editing how related pages are linking together and what text is being used to send those signs to google - called anchor text.
  • Google Business Profile Optimization: Google doesn’t always make us work incredibly hard to be found. They have great tools like Google Business Profile (formerly Google My Business) to showcase some of the most important information about your business in an easy to navigate, extremely helpful tool! Google likes to reward those who are utilizing their tools so reviewing and editing GBP (formerly GMB) to ensure we're optimizing the profile as best as possible, completing all fields, reviewing insights to inform site optimization, and making recommendations on we can utilize the took to improve performance (more review, photos, etc.) is exactly what we’ll be focused on here. As Google’s GBP features change, so will our optimization!
  • Google Business Profile Spam Reporting: You might not realize it, but many of your competitors are likely violating Google’s Guidelines and getting an unfair advantage in search by including keywords in their profile name. By regularly reviewing and reporting these profiles in your top markets, we can level the playing field and potentially remove competitors from GBP, giving YOU a better chance of ranking and getting traffic when competing for clicks. 
  • Local Citation Management: As always, managing local citations is critical to your online success. This has not changed a lot over the years so here we’ll be reviewing local citations for Name, Address, Phone number (NAP) consistency across all platforms

Should you have questions regarding your SEO strategy and what changes we’ll be making to better support your website performance this year, please reach out to dms-smb@workwave.com and a member of our team will be more than happy to walk you through.