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Unique Content Isn't Enough

Content is King, right?  You spend countless hours writing good content, publish weekly, yet no new traffic.   In fact, you're still not even above the fold in the SERP's after several months of blog writing.  What gives?

The answer is probably just good ol' competition.  The sites that have always been out performing yours in organic search, are winning for a reason.  And, just like you, they are always looking for ways to improve.   Creating good, unique content will likely not be good enough as your competitors' content continues to get better and better.  

So, how do you beat them?  It's really a simple concept, but one that's difficult to execute.  You have to do what they do, and do it much better.  

I know that sounds like a no-brainer, but it's surprising how many people underestimate the competition that they are facing in the SEO arena, and don't realize the work that's involved in obtaining those hightly sought after positions at the top of the search results.  I can't count the number of times I've had a converstion similar to this:

Company X:   "Why do I see Company Y listed when I search in Google, but my company doesn't show up?"

Me:  "Because they have a tremendous link building strategy, useful content that doesn't come across as sales copy, and a very active social following.  They also produce some great videos that people enjoy sharing, and the user experience on their website is superb."

Company X:  "So, if I have a blog, will that help?"

Me:  "It may get you from the 4th page to the bottom of the 3rd.  But, if you want to be list above Company Y, you have to do much, much more.  It will take a lot of work, thorough planning, measuring and adjusting, and then, even more work."

Company X:  "OK.  Can you add a blog to our website and we'll see if that helps."

No one wants to be the bearer of bad news.  But, if you believe you can throw a blog on your site and shoot up the results page, you're likely in for a big disappointment.   The truth is, search engines are getting better, SEO experts are getting better, content writers are getting better, and... you get the picture.  

But, this isn't really a bad thing.  What this all means is that the people to work hard to optimize and promote their site, provide a great user experience, and bring value to the online community will increasingly be rewarded with the traffic they deserve.   So, how do you drive traffic to your site?  It's quite simple - you do the things to earn that traffic, just like the people ahead of you are likely doing.   


Posted on Jul 06, 2015