It’s not enough to ‘write content’. You have to publish resources.By
Sometimes, having a great website with great content isn’t enough. Even if you’re doing everything right, you might still fall behind a stronger, faster, better-resourced competitor. In almost every niche, SEO is about more than just improving your site — it’s about beating every other site. If you want to win, you have to do more than put words on pages. To beat your competitors, you have to publish resources. Here’s my take on why, how, and what happens next.
- SEO doesn’t happen in a vacuum
- Good content might not be good enough
- To win, you must solve searcher problems
- Solving problems is resource intensive
- Cue, Gutenberg
- What’s next?
SEO doesn’t happen in a vacuum
To succeed in search, you need to make sure that your website, content, and brand is the best possible fit for your audience’s needs. You need to be discovered, and be chosen. That takes time, effort, and resources.
But you’re not the only one trying to improve your content. Your competitors are also working to improve their websites, pages, and brands. Depending on your niche, and your location, there might be dozens of other companies who can meet your audience’s needs. Or hundreds. Maybe thousands.
Creating content that doesn’t compete with your eCommerce pages
For eCommerce sites, editorial content can be a fantastic way to attract new customers, build loyalty and showcase your product offerings in exciting ways. One common challenge that can quickly crop up though, is that of duplicate content where blog posts and product pages start targeting the same terms.
Planning and creating well thought out, unique content will mitigate your chances of duplication and benefit your rankings as a result.
What is cannibalisation and how can it affect your site?
Keyword cannibalisation is a scenario in which multiple pages from a domain compete for the same queries, resulting in less stable – and often lower – rankings.
Multiple pages reflecting the same content dilutes ranking signals, possibly limiting ranking potential due to a dilution of link equity on both pages. Reducing your site’s value in favour of cannibalised pages can lead to Google ranking a stronger, more unique competitor page above yours.
Having one page which ranks strongly will see better performance metrics such as visibility and traffic as opposed to having this divided between multiple pages.