Startups would hit Sequence B and make investments closely in constructing content material moats with aggressive velocity.
I labored with content material groups publishing a mean of 100 weblog posts month-to-month, with 40-50 writers on payroll.
One SaaS firm revealed 1,000 weblog posts, and all people clapped. We wrote case research about it and referred to as them visionary as a result of they dominated Search Engine Outcome Pages (SERPs) and drove a ton of site visitors.
These firms scaled rapidly, overlaying total subject clusters in weeks, whether or not or not these subjects had been related to their product.
The aim was protection, at all times extra protection, and if we’re trustworthy, we didn’t create that content material for the person; we created it for search engine optimisation.
Google by no means had a method to measure content material high quality
Google claims to prioritize high quality over optimization, however I can cite numerous examples that present in any other case.
I believe Google by no means had a dependable method to consider high quality. As a substitute, it leaned on site visitors and engagement as measured in Chrome, and vainness indicators SEOs might simply manipulate.
Nice content material was by no means sufficient. You needed to:
- Construct backlinks from different web sites to sign authority
- Throw in a bunch of entities so bots might “perceive” the web page
- Pay folks to say good issues about you
- Create a ton of supporting pages as a result of your rivals had been doing it
- Match competitor subheadings to face an opportunity at rating
- Bury actual worth deep within the web page to extend time on-page
- Follow arbitrary phrase counts, even when it means sacrificing depth
Almost the whole lot we did for on-page search engine optimisation was unnatural and detrimental to the person expertise. It felt like a rat race to the underside, and the person paid the value.
Google prioritized model recognition over high quality, and the one method to acquire reputation was via quantity…therefore, the bloated content material clusters.
