Why content matters

You might think that the goal of your website is to generate leads and sales, but that’s actually putting a lot of pressure on your website. There are so many psychological factors that go into purchasing decisions, like price, that it’s really the website’s job to create a mental impact. It does this by increasing mental availability (SEO and PPC) and purchase availability (CRO).

SEO is a brand marketing activity, and content velocity is the key to success. By increasing your share of search, you maximise your discovery potential and increase your chances of winning in the evaluation phase. The question for businesses is psychological: “Why the insane budgets for SEO”? Most marketing budget figures are arbitrary.

Marketing can be a tactical activity, as the science of marketing shows. Content velocity is therefore a valid SEO tactic – and possibly the main SEO tactic. The aim is simple: create all the content your business needs in the shortest time possible. So why don’t people do it? Loss aversion is one reason: the idea of spending money on content in 3 months would terrify most businesses. But if you look at companies that have achieved fast online growth, that’s mostly how they’ve done it.

We’ve taught our prospects to think about traffic and conversion ROI instead of share of search and network size, even though share of search is a much bigger metric to consider. Local businesses can measure share of search, as well as national and international businesses. Content velocity also makes sense, but it’s a difficult concept for most people to understand. That’s why it’s such a untapped goldmine for SEOs.

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