As many people have been saying, content copywriting and marketing is the “new SEO”. Although it may sound less complicated, there are quite a few obstacles you can still run into. Here are a few problems and some fixes to help you over come them:
1) Thin content – Older web pages and e-commerce sites often have this problem. This might mean having a page only filled with a list of links or pictures with very little to no actual content.
Fix: Let’s say you’re selling something like a dog sweater. You can spruce up the thin content on the page by adding a catchy title, relevant sub headings, a brief summary/description paragraph, and user generated content (like reviews). This added content will search engines a better signal that it’s more than just a filler page. It will also engage readers and encourage them to stay on page for longer. A good example of this is Amazon, think of all the different things to click and read while browsing for a single item.
2) Irrelevant content – Your content may be well-written and unique but why aren’t people contacting your business? Or they might be calling for the wrong reason or leaving as soon as they land. This is mostly a writing issue that can be fixed with the right analysis.
Fix: A good indicator that visitors aren’t getting what they want can be seen by analyzing your bounce rate. There are many things that can turn readers away and Webmaster Tools and Analytics can help you better understand what users are searching to get to a certain page and why they might be leaving. Check out Google’s Content Experiments for more ways to optimize and test your content.
3) Static content – Do you have content on your site that hasn’t been updated in years? This is not a good signal to search engines and definitely not helpful to your readers. Although it helps to consistently add new content, it’s also worth it to go back to important landing pages and make updates every couple of months.
Fix: Having an on-site blog can help show search engines and customers that you’re always adding new, quality content to your site. Adding a social networking share buttons on web pages also helps with social signals and can give old pages that are already ranking well an added boost. Having social shares associated with your pages is an indicator that it is relevant and worth sharing.
4) Duplicate content: If you’ve hired and switched marketing companies in the past, it’s important to re-evaluate old content and see if it’s unique or duplicated across multiple sites. I’ve encountered pages that are 90% and up duplicates of other sites! This is not good at all, especially when it comes to Google Penguin updates.
Fix: There is no shortcut but to identify and re-write the duplicate content. Tools like CopyScape can help you find duplicate content. You can also copy a paragraph from a page and search for it with quotes and see if that exact blurb pops up anywhere else outside of your site. If it’s the issue of other sites or scrapers taking your content and outranking your original content, it might be worth it to file a DMCA complaint.