How much is too much or too little when developing the search engine optimization on your business website? Too little content and not enough consistent creation and promotion mean that your site won’t get very far in attracting new visitors or ranking decently on search engines. On the other hand, too much of a good thing can overwhelm people, especially if the content created is subpar, poorly written, or stuffed with keyword spam.
In this post, we answer the much-debated question over whether quality or quantity in SEO is most important for helping you get the leads and traffic you need to grow your business. The answer depends on what type of niche you’re in and how competitive it can be. For most companies, a balance between quality and quantity will be the best option for a variety of reasons.
What Has Changed in Search Engine Optimization?
When the internet was starting, there were professionals around who would go through and simplify website code and add alt tags to make the site more crawlable and indexable to Google. It was more focused on the technical side, as PHP web developer and entrepreneur Stefan Mischook explains in this video:
While a lot of those SEO tactics and foundations from yesteryear could still work now to some extent, there has been a large shift in direction. Because of the several major Google algorithm updates, websites with a lot of quality content are getting higher in search engine rankings than those with a lot of spam and toxic backlinks. More recent developments have involved making mobile-first a significant ranking factor.
Content is king, but you must have a strategy planned from the beginning to take full advantage of SEO. Otherwise, no one will see much of what you have to say, and you will struggle to get your website viewed by your target customers. So what’s the best way to tackle search engine optimization from a content perspective?
Start Slow at the Beginning, and Scale As You Improve
When you’re creating a new business and website, you want to test the waters first. Start with smaller experiments and see what results these produce. For your blog, you could begin by posting a couple of times a week, perhaps 2-4 times if you’re not too busy. With less time, feel free to increase the number of posts as you see fit and be sure to monitor the results in Google Analytics, SEMRush, and Google Search Console, so you can make adjustments as you go along.
You can check out a content marketing experiment over at HubSpot to see what worked for them. They found that when they started publishing four posts a day as opposed to 3-5 posts each weekday, they were able to get improved results, although the comprehensiveness of these articles varied. However, there’s a big caveat to this strategy.
See, there are some content marketers like Neil Patel and Brian Dean who have been able to be quite successful by focusing more on quality in SEO over quantity.
Here’s what Neil Patel has to say on this topic. He responds to the much-cited HubSpot study with this criticism:
“With this data alone, you might want to charge ahead and write as many blog posts as you can with no concern for their quality.
And if we stopped here, that would be a sound conclusion.
But the problem is that the data from the HubSpot study doesn’t discuss the quality of the blog posts.
The notion that writing more will boost your traffic and rankings only rings true if you don’t sacrifice quality.
If you want the benefits to last in the long run, you need more than sheer numbers.
Google heavily weighs the quality of the content and how well it serves the people online.”
Quantity can be advantageous to your SEO efforts, especially if you have a strong content marketing team behind you. However, many business owners are strapped regarding how much they can allocate towards a big digital marketing department.
Trying to scale up your efforts massively will take teamwork if you don’t want to sacrifice the quality when creating more content often. For those business owners who don’t have those resources available, we have some advice you can use to try to make up for it in the most effective way possible.
Best Methods Towards Achieving the Right Balance Between Quality and Quantity
If you want to get more keywords and search engine presence in a shorter time, come up with a consistent format for the blog posts and articles that will go on the site. You want to establish who your audience is and what kind of content they like.
In the beginning, do some keyword research based on your particular industry or niche. This helps you narrow down your scope and keep your website and SEO topics consistent from the start.
Take out an Excel spreadsheet or Word document and jot down the keywords you find that you could create content around. Then, create a schedule and stick with it. If you like writing blogs at 9 PM, for example, then you should commit to that time to develop SEO content for your website.
Many people burn out from developing SEO content when they stretch themselves too thin and aren’t consistent enough from the beginning. To quote Og Mandino:
“In truth, the only difference between those who have failed and those who have succeeded lies in the difference of their habits. Good habits are the key to all success. Bad habits are the unlocked door to failure.”
Now that you’ve established a consistent schedule for content creation and posting, you might be wondering how you can always stay ahead, so you don’t burn out from all the content creation.
Here are some tips to help you get through those times:
1. Not every post has to be a set length, although the most highly ranked posts are usually in excess of 1000-2000 words. There’s room to do shorter, less comprehensive posts in the 500 – 900-word range are fine as long as you’re still providing real value for your customers and depending on what topic you’re covering too.
2. As you develop more SEO content for your website, you can take older posts you write and turn them into brand new ideas by changing up the focus to another topic in your niche.
3. Put the most time into developing content that’s going to be shared, liked, and bookmarked by your customers, and save other posts to improve search engine visibility and presence.
4. Remember the 80/20 rule: 80% of your results will come from 20% of your input. There are going to be some posts that vastly outperform the others. By striking a balance between quantity and quality, you’ll find out which ones those are sooner rather than later.
5. No matter what you’re writing about or what kind of social media content you’re creating, doing research ahead of time saves you the trouble of not knowing what to do when you sit down to write.
Success will not come overnight. Your 25th post might do spectacularly in search engine results, while your 100th or 200th post might tank miserably in reception and get barely any response or traffic.
It doesn’t mean that your writing is terrible or anything. You need to keep learning, improving, and setting up realistic goals from the start. But eventually, the hard work and effort will pay off. You will see a lot more keyword and traffic growth in time.
It is possible to have both quantity and quality for your website’s SEO, though as your website grows and you gain a faithful audience, you can start producing less content, but don’t completely abandon your efforts. Your competitors are always trying to find new ways to get themselves ahead.
To keep your SEO and content marketing strategy in the best shape, consult with our SEO and content marketing experts by calling 470-440-3434 or emailing [email protected] for more information. We provide a free SEO site audit to show you what exactly needs fixing to improve your search engine presence. Please share this article if you enjoyed what you’ve read and learned!