Brands with content marketing programs have a big problem.
Changes to SEO and search algorithms rank as the top issue among technology companies creating content, according to research from Content Marketing Institute.
That’s no surprise to us.
At MarketMuse, we routinely see even sophisticated brands struggle mightily with search rankings. It’s just plain difficult to build a content program that performs consistently well and also adapts to the constant changes in the search landscape.
As a result, lots of people come to us with a familiar problem:
“My website doesn’t rank well.”
That’s the bad news.
The good news is that you can do something about that.
1. Don’t just focus on technical fixes.
Making sure your website is technically optimized is all well and good. But technical fixes alone won’t lead to long-term SEO results.
Why? Because just chasing technical fixes can lead to disaster.
In April 2019, we documented on our blog some cautionary tales of sites that had seen major drops in search rankings.
One was a well-known health publisher that tried to break up a large site into multiple smaller sites in a bid to re-engineer the smaller sites for better SEO.
The fix worked for a time, but then traffic cratered in March 2019, largely because they only focused on re-engineering the sites, not on content quality or quantity.
The truth is, technical fixes alone won’t help you get the best SEO performance possible. To rank better, you need to consider a lot of different factors.
2. Publish more and more often.
Some people say you should publish only high-quality content, in favor of publishing content more often.
We also studied a large tech publisher that stopped publishing content frequently, so they could focus on quality. They may have better content today, but their traffic has also dropped 16% in 2019.
Turns out, you need quality and quantity.
But beware trying to only ramp up your content production, as our next example shows.