How to Push Great Content that Isn't Ranking Well
Countless hours spent researching, writing, and editing until your eyes feel like they’re going to pop out of your head and what do you get for it?
Just a blog post sitting dormant on Page 5 of Google search results. Sadly, content isn’t always enough to give your website the visibility you need to grow.
As we currently understand, the two most important ranking factors for organic success include: While content and link building have become the focus of SEO, remember, we’re out here trying to create unicorns. Google’s main focus remains to be their own users’ experience. If users aren’t clicking, sharing, engaging with, or returning to the content on your site, no amount of manual link building will be enough.
What do you offer users and search engines that the competition doesn’t?
Here are a few strategies and considerations that you should keep in mind when trying to push content to the top of Google SERPs.
One reason your content may not be ranking well is because you’re competing against established brands in a saturated vertical. Our keyword research and content marketing strategies often focus on underserved niches or keywords with high volume and little competition in the space. But consider how saturated the cryptocurrency space has gotten.
While it’s ideal to create content that focuses on Bitcoin, it’s going to face much more competition to scale than other topics. For example, a Google search for “What is Bitcoin?” comes up with a CNN article as its first result. Check out the total search volume and number of backlinks this CNN article has, according to Ahrefs:
The second result from Coindesk has over 21,000 backlinks. The 10th result? Not nearly as much. While there is definitely room to push for the keyword query, it’ll be hard to crack the top four spots where a majority of traffic and clicks goes to. Manual link building and content promotion will be wasted if you’re competing against an established brand in the space.
However, that doesn’t mean you can’t write about broad topics. They’re still important for crafting pillar pages and other subtopics. You’re providing user value while increasing your indexation rate. So how can you acquire greater organic visibility? Well, if you’re writing a topic about Bitcoin, you could create a title tag featuring “The Complete Guide to Understanding Bitcoin” or “The Ultimate Guide to Bitcoin” to attract more user clicks. Go in-depth as well to provide information that the competition isn’t providing.
A better strategy is to try push content on alternative topics with high search volume. Consider our Bitcoin example. The search volume for “how to invest in Bitcoin” on SEMrush is 18.1k. Check out the first result in the featured snippet box: What does Investopedia’s backlink profile look like? Also, if you click on the content, it’s no more than 300-400 words. This wouldn’t even be considered a niche topic either.
Other areas, such as a buyer’s guide to Ethereum and Ripple or understanding ICOs gets more in-depth and captures the same intent. This is important to understand before you waste your time and budget on manual link campaigns on a piece of content that has very little wiggle room to move. Big brands don’t have to work as hard to get content to rank because they’ve already established trust with search engines and users.
Google understands that people are more likely to click on these listings, which is, in part, why they rank high. With this in mind, we now need to understand how to push content to that first-page ranking to acquire that visibility and trust. So you’ve conducted an exhaustive link building campaign and generated a lot of exposure and shares to your content. Yet, it’s still not the number one result – maybe it isn’t even ranking on Page 1. Well, there are a lot of factors hidden underneath the surface that may be preventing your content and website from ranking.
Source: How to Push Great Content that Isn't Ranking Well
Just a blog post sitting dormant on Page 5 of Google search results. Sadly, content isn’t always enough to give your website the visibility you need to grow.
As we currently understand, the two most important ranking factors for organic success include: While content and link building have become the focus of SEO, remember, we’re out here trying to create unicorns. Google’s main focus remains to be their own users’ experience. If users aren’t clicking, sharing, engaging with, or returning to the content on your site, no amount of manual link building will be enough.
What do you offer users and search engines that the competition doesn’t?
Here are a few strategies and considerations that you should keep in mind when trying to push content to the top of Google SERPs.
One reason your content may not be ranking well is because you’re competing against established brands in a saturated vertical. Our keyword research and content marketing strategies often focus on underserved niches or keywords with high volume and little competition in the space. But consider how saturated the cryptocurrency space has gotten.
While it’s ideal to create content that focuses on Bitcoin, it’s going to face much more competition to scale than other topics. For example, a Google search for “What is Bitcoin?” comes up with a CNN article as its first result. Check out the total search volume and number of backlinks this CNN article has, according to Ahrefs:
The second result from Coindesk has over 21,000 backlinks. The 10th result? Not nearly as much. While there is definitely room to push for the keyword query, it’ll be hard to crack the top four spots where a majority of traffic and clicks goes to. Manual link building and content promotion will be wasted if you’re competing against an established brand in the space.
However, that doesn’t mean you can’t write about broad topics. They’re still important for crafting pillar pages and other subtopics. You’re providing user value while increasing your indexation rate. So how can you acquire greater organic visibility? Well, if you’re writing a topic about Bitcoin, you could create a title tag featuring “The Complete Guide to Understanding Bitcoin” or “The Ultimate Guide to Bitcoin” to attract more user clicks. Go in-depth as well to provide information that the competition isn’t providing.
A better strategy is to try push content on alternative topics with high search volume. Consider our Bitcoin example. The search volume for “how to invest in Bitcoin” on SEMrush is 18.1k. Check out the first result in the featured snippet box: What does Investopedia’s backlink profile look like? Also, if you click on the content, it’s no more than 300-400 words. This wouldn’t even be considered a niche topic either.
Other areas, such as a buyer’s guide to Ethereum and Ripple or understanding ICOs gets more in-depth and captures the same intent. This is important to understand before you waste your time and budget on manual link campaigns on a piece of content that has very little wiggle room to move. Big brands don’t have to work as hard to get content to rank because they’ve already established trust with search engines and users.
Google understands that people are more likely to click on these listings, which is, in part, why they rank high. With this in mind, we now need to understand how to push content to that first-page ranking to acquire that visibility and trust. So you’ve conducted an exhaustive link building campaign and generated a lot of exposure and shares to your content. Yet, it’s still not the number one result – maybe it isn’t even ranking on Page 1. Well, there are a lot of factors hidden underneath the surface that may be preventing your content and website from ranking.
Source: How to Push Great Content that Isn't Ranking Well
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