How can I make sure my content is found in Google?
I’ve got another question for you today which is all about how to find your content in Google.
Linda asked a question recently after a video I did about headline writing and structuring blog articles, and what Linda said is, when you are typing possible headlines into Google, should you go for the title that shows fewer results – i.e. less competitive keyword search, but still in the millions – or one with the most results because more people are searching for that?
Basically what’s she’s saying is that when she was doing some research to find out which titles are working in Google and what people would typically be searching for, what are the best titles to go for?
I guess there are a lot of different answers, so let’s start from the top.
For example, if I was doing this exercise and I typed the title I was thinking about using into Google to see what else would appear for that, and it seemed like it was quite competitive, I could look at those and do a couple of different things.
I could say, it’s been over served, there’s enough content there, I don’t need to write about that.
Or I could dig a bit deeper and what I might find is there are lots of articles there, but they’re really bad. We’ve done this before as well where we’ve looked at them and thought, we could actually write a better article, a much more helpful article, a much more useful article or a much more resourceful piece of content.
What we’ve done is we’ve tried to write the better piece of content with the intention that over time, our piece will be found above the rest in Google.
One thing is seeing what competition is there. Obviously you’re savvy in thinking that perhaps maybe if there’s a lot of content there, then it’s meeting demand, as in people are searching for this and people want to know about this. So there are more gaps to be found in that space.
The alternative is if you type your title or a version of your title you’re looking to rank for into Google and a really great piece of content comes up and it’s a very, very well resourced area, then maybe you shouldn’t write that piece of content. If there’s a best of breed type content there, like a piece of content that’s totally unscaleable, that someone has produced that would be the ultimate resource and it’s number one, it’s coming up in Google search for a lot of different keywords in that space, then maybe you don’t want to write that piece of content or do that to that level.
However, there’s the argument that perhaps some of the content you’re creating has to come from you, even if it’s coming from other sources. It depends how you’re using your content; if you’re using your content as part of your sales process, so you’re answering top level questions or really specific questions about the product or service that you provide and it has been served other places and you can get that resource online. If you’re using it in your emails or you’re using it as part of your content to nurture leads or get leads, then perhaps you have to write it anyway.
There’s an argument that even though it has been served or even though there’s content there that does the same purpose or serves the same purpose, that maybe you need to write it anyway.
It’s not just search that you should be concerned about with your articles, although it’s very important!
The next aspect of this whole thing is if you’re looking to niche and you can get very specific about the content you’re writing, so instead of writing at a general level, get very specific and look at the gaps in the marketplace there that’s underserved content. If it was graphic design or branding that you’re looking at, instead of writing articles in general about branding, go into specific elements of branding that are typically underserved and get really specific, go really deep.
The other thing you could do is niche by geography, so the company that you’re writing articles for could be for one county or one town or one area and that’s where you’re getting most of your business from. Instead of trying to compete on a global level, you could actually just be competing for audience in a locality. You could niche down and own a geographical area, and that’s another aspect of it as well, so you can serve a specific audience in a specific geography.
The question being, which article headline should you go for if you’re finding that one headline or one keyword phrase is bringing up little results and one is bringing up a lot of results already, it’s not as straightforward as just that. I think there are reasons for writing content even if there is a lot of competition, and I think there are reasons for writing content if there’s no competition.
I also think there are reasons for not writing that piece of content if there’s no competition either. It might be that that’s just not something that people are looking for, or it might be that your search term is incorrect as well. Either way, it’s worth doing that little bit of research when you’re using your titles to write down your titles, maybe a dozen titles, try and see which one’s best and try and hit the best you can with what you’ve got, knowing what you know at the time.
I hope that helps, it’s a great question and it’s just worth finding the gaps. I think there’s a higher level challenge there, and that’s just identifying key gaps where you can serve an audience or create content that fits into the marketplace where you could maybe stand out. I think that’s probably what you’re asking; if I’m going to write content, how do I know I’m writing content that’s going to work and how do I know that it’s going to be found?
It is about finding these gaps, so niching down into specific areas or being a specialist, or thinking geography or thinking about what areas are underserved at the moment, and where best of breed content doesn’t exist. Those are places where you could potentially excel, differentiate, make a big difference and drive new traffic to your content and your website and get new leads.
I hope that helps you.
Don’t forget to be awesome.
About Chris Marr
Chris is the leading voice of the growing Content Marketing movement in the UK. His pioneering work has helped countless organisations grow through content marketing. His drive comes from a desire to help people break free from the world of interruption marketing.