4 Common Content Problems & What to do About Them

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.

How are Blogs Linked to Traffic and Leads?

Are you still doubting the power of blogs, even for small businesses? Hubspot’s study of over 7000 businesses titled “Marketing Benchmarks for 7000+ Businesses”, shows just how powerful blogs are when it comes to increasing website traffic and generating leads. The study also analyzes number of content pages and social media use –  you can download the report here.

Let’s take a look at a few graphs from Hubspot’s study:

The number of new leads greatly increases the more you blog. Look at how much of an increase you can get by just posting once a month!


Having more monthly blog posts benefits large companies the most. But even smaller companies with 1-10 employees can greatly increase the amount of inbound traffic they see.


No surprise here either, more blog posts per month means more inbound leads. This means more potential to convert these into sales!


You can see a sharp increase in inbound leads after 15 blogs a month. Is this enough motivation to get you to blog?

Some other notable findings:

– Companies that blog 15 or more times a month get 5 times more traffic than companies that don’t blog at all.
– Companies that blog 3-8 times a month almost double their leads
– B2B companies that blog only once or twice a month generate 70% more leads than those who don’t blog at all

Blogging can greatly increase your business’ success and it doesn’t take much. If you don’t have time or ideas, blogging a handful of times a month is better than nothing at all. This strategy can only benefit your company in the long run. So, don’t forget to download the study and take advantage of small business blogging today!

What’s the Key to Keyword Density?

keyword density

Like many things in the world of SEO, keyword density is a highly debated topic – especially in the wake of these online Panda updates. With all the sites that have been hit with less traffic, people are scrambling for ways to better optimize their content.

The way I like to see it, keyword density is still an important part of copywriting but not in a way that it was say… 10 years ago. Instead of focusing on hitting an “ideal” percentage, keyword density should be a measure of how you shouldn’t over optimize your content. For example, if you have a 200 word blurb about dog shoes and the word “dog shoes” is mentioned 20 times… you’re going to have a problem with natural readability and you don’t need a percentage to tell you that.

SEObook’s free keyword density analyzer tool is a good place to start when looking at your own content, as well as your competitors’. You can view percentages for individual pages based on repeating keywords and even phrases up to 3 words long. But remember, even in Google’s own words, your keyword density percentage shouldn’t be a big deal if you’re doing what you should be doing in the first place – optimizing for the user.

Some common sense ways are to search and highlight keywords you’re optimizing for on a single page. If you feel there are too many highlights, you’re probably right. Depending on the length, you can cut back when necessary. If you have a good 5 paragraphs, is it really necessary to mention an exact match keyword more than 5 times? Are you stuffing with other keywords such as location terms? With effective writing for SEO content, variation and synonyms are more important than repeatedly matching the exact term on the same page (and throughout your site for that matter).

This is all about building a “natural” link profile, or at least what Google perceives to be natural. One thing is for sure though, when you are too focused on the technical aspects of your content, it will reflect in your writing. Customers can tell and search engines can also get a sense of this and your site will suffer. The key takeaway is to use keyword density as an informative tool, not as a guideline to measure or gauge your ranking success.