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The Law of Unintended Consequences: Part 2

The Content Creation Machine

At the beginning of December, I wrote a little blog post about Google and the Law of Unintended Consequences, a phenomena of which Google seem to be particularly susceptible to. I did promise you a Part 2 to that Part 1 however and, as I am a woman of my word, voila!

In Part 1, I discussed the fact that a lot of Google’s algorithm updates/changes – whilst they do deal with certain issues and advance Google’s goal of providing the searcher with the best search results – nevertheless have unintended consequences, which themselves affect the practicalities of search marketing and the implementation of SEO.


The Content Creation Juggernaut


One such unintended consequence that has far reaching implications and has greatly shaped the world of SEO lately is the formation of the ever hungry content creation machine. In fact, this is possibly the one biggest factor that rules my life as a Freelance SEO Copywriter; it is both the blessing that acquires work to keep me writing and the curse that chains me to this never ending treadmill of having to constantly create new and interesting online content.

The biggest aspect of SEO now is content creation and it is the one universal piece of advice that we give to every client, no exceptions. Basically, if you want your website to rank highly in the SERPs, whatever your field or business sector, you can no longer just build a lovely shiny new website and then leave it static. Oh no, in this crazy world we currently inhabit, to a greater or lesser degree, you have to regularly generate new, original content and upload it to your site.

You know this, I have written many a blog about this already, but how have we got into this situation? 


The Background


As I’ve already talked about ad infinitum, Google’s goal from the outset has always been to provide the searcher with the best possible results for their search term. This means that Google’s algorithms are programmed to rank websites with lots of good quality content/text over those with very little or thin content. It makes sense when you think about it.

What’s more, given the advances in voice orientated search, the algorithms want websites that answer the questions that people are asking; that means detailed content that anticipates what people looking for that particular website may ask. It’s vital too that the information is relevant and up-to-date though, so sites with regularly updated content are always going to be promoted over those who haven’t changed their content in months.


The Effect on SEO


Good SEO is not rocket science; it’s basically giving the search engines what they want so that they will then rank your website above others in your sector. Admittedly, that’s easier said than done; the way that the algorithms are now programmed means that you not only have to create an awful lot of new content but that it has to be content tailored to your specific target market and keywords.

Of course, there’s also the obvious problem of physically generating all of this fabulous content; in a large organisation with a Marketing Department and umpteen staff it’s not so bad, the burden can be shared, but in a small to medium business, whose staff are already stretched, it’s a big ask to suddenly expect them to write a blog post every day.

Naturally, niche businesses with little online competition will not necessarily need to deliver fresh content daily, for some weekly will be sufficient, but for those businesses in a highly competitive online market (such as GrowTraffic, targeting Freelance SEO Consultants!) then almost daily uploads are required. It’s the biggest problem that most of our clients face; knowing what is needed to keep a website even on page 1 of Google is very different to actually being able to accomplish it.


The Future


As I always say in this section, I don’t have a crystal ball and I can’t predict the way that Google will go next – who can? The fundamental requirement of SEO – that websites must constantly spew out blog post after article after ‘how to’ guide – is probably just like every other fundamental requirement of SEO that has gone before it; transitory and ephemeral. How long it will last will surely depend on how long it is until Google rolls out another algorithm update, which in turn will have its own unintended consequences and we’ll all shift our focus again and go scurrying after the next big thing; such is the SEO Consultant’s lot.

Having said that, it’s highly unlikely that the content creation monster will vanish completely. Yes, backlinks and keywords, plus all the other tools of SEO, have risen in ascendancy and then been surpassed, but none of them have disappeared entirely; they may no longer be the be all and end all but they still play their part in good SEO; I strongly suspect that great, original content will follow the same path.

Or at least, as an SEO Copywriter, I blinking well hope so!


Get In Touch


If you have your own opinion on the content creation Goliath or where it’s headed then please do let me know, I’d love to hear your thoughts on this or any other aspect of SEO and SEO Copywriting.

You can leave me a comment below in the usual way or drop me an email at Alternatively, you can visit our Contact Page for further details on how to get in touch with me. I look forward to hearing from you and thanks so much for taking the time to read this blog. If you’d like to read more, then all of our previous blogs can also be found here on the website.

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