How to ensure your investment in content never goes to waste

Here’s one of the basic truths of Content Marketing: The only content that works for you is the stuff in public on your site.

I believe the most important functions of website content are:

  1. SEO leverage — bringing the right people to your site
  2. Conversion — sales; other kinds of interaction such as signing up for a newsletter, moving the prospect through your sales funnel, and so on
  3. Growing and leveraging your brand — building the relationship with your audience or customers

Here’s how to occupy some of the most valuable real estate on the search results pages.

Looking at click-through rates by search rankings

Most of us rely to a greater or lesser extent on organic search to get traffic to our sites. And we know that the majority of traffic comes from the top places. Ignite Visibility reports Breakdown of Google Click-Through Rates in 2020 By Position:

Position 1–43.32%
Position 2–37.36%
Position 3 -29.90%
Position 4–19.38%
Position 5 -10.95%
Position 6–10%
Position 7–5.28%
Position 8–4.13%
Position 9–4.13%
Position 10–3.11%

But that’s based on an old idea of what the SERPs look like, with Organic listings starting almost at the top of the Google search results like this:

I hate dodgy link builders and Google wasting my time. You should, too.

Links are a big thing in the SEO world. And they’re the subject of a significant percentage of the questions that we answer on Dumb SEO Questions, so that’s enough reason to write a post about them.

This time, I’m going to:

  1. have a rant about dodgy link builders
  2. tell you about how Google has asked us to change the way we code links. And why I’m struggling to see why we should. That’s a bit of a rant, too

Rant: I hate dodgy link builders and their spam

How many emails do you get offering to build links for you or possibly some unmissable guest posting? Last week…

There’s a big Google Update coming. So big they’ve actually warned us about it in advance.

Google is known for its mysterious hints about what we should be doing to achieve its approval. Sure enough, there are pages and pages to help us do the right thing. But they are often difficult to interpret, leaving site owners and SEOs alike scratching their heads.

“Listen closely, because your website will be tested later”

Just occasionally, Google tells us precisely what to pay attention to. Such as in 2015, with its Mobile update — you may remember it was rather apocalyptically known as Mobilegeddon. I’m waiting to see what the SEO world dubs this one.

For 2021, they’re doing it again with the Google Page Experience update

Google Web Stories is ‘Visual Storytelling for the Open Web’. They’ll grab your readers’ attention like nothing else.

Are you aware of Google Web Stories? It’s a format for posting content to the web that many site owners don’t use.

I’d say that’s because there hasn’t been an easy way to publish them.

Let’s rewind a bit. Get things in context.

Google announced the developer preview for what it then called AMP Stories (AMP for accelerated mobile pages) in February 2018. Back then, it described them as A visual-driven format for news consumption on mobile.

In English, an AMP Story is a small collection of pages containing text…

Do this before you do anything else

Many businesses have been looking at their websites recently and wondering what they should be doing to increase their revenue.

Of course, revenue follows on from successfully implementing SEO or SEM or Paid Search or Social Media or Content Marketing. Pick and Mix.

But few businesses — except the very largest — can do everything. Let alone everything simultaneously.

We’re in the real world here. Let’s do one thing at a time, starting from the first step.

What is the first step?

My answer comes as a surprise to some people, who expect me to say: ‘Write content’…

7 Easy Stages To Publish and Share Your Content

Photo by Andraz Lazic on Unsplash

One thing I’ve learned over the years is the importance of workflow. It releases my brain to do the creative or difficult stuff. Start here. Do this, then that, then that, then that and finally that. And I’ve got something live on the internet.

I’ve been writing since before the internet. That old? I guess so. But no typewriters were harmed in the production of this blog.

Just one more thing, this piece contains some affiliate links to services I use almost every day. The basic sites are free, but if you sign up for a pro account, I get…

8 things you’re doing wrong and 7 ways to overcome them

Photo by John Schnobrich on Unsplash

Is your business blog underperforming? I see so many that are. By the time you finish this piece, you’ll know exactly what you need to do to make your business blog sing!

Here are eight reasons your content is failing:

1. Easy doesn’t cut the mustard

Writing a few throwaway words every so often won’t do it.

Have a content strategy — what are you going to publish, for whom and why? — and a blogging schedule. Do your research. Who are your customers? What’s causing them pain? Where are their problems? How can you provide answers?

How do you get them to your website?

2. You’ve been posting news. Don’t even have a News section


And you can’t call your dog Thelonious. A story of how our puppy came to be

Thelonious on the beach. Copyright David Rosam

It’s a little over a year since our cockapoo puppy put in an appearance at Rosam Towers. We named him Thelonious, for Thelonious Monk, the jazz pianist. I’ll tell you more about that in a minute.

Dogs and Dave

I’m quite severely asthmatic. At my worst, life-threateningly so. I have had it all my life. I also love dogs, something I discovered in my 20s, after years of avoiding them.

It’s not just dogs that cause problems, either. It’s just about anything fluffy, furry or feathered. Case in point. When I was very young, my parents bought me a rabbit. …

A pragmatist’s guide

Photo by Dayne Topkin on Unsplash

A friend of mine who works in cybersecurity told me there’s no such thing as privacy on the web. You’re on it and not private. Or you stay off it. As simple and as binary as that!

The issue of web privacy has been gnawing away at me for some time. I guess, as you’re reading this, it’s probably been taking up some room in your consciousness, too.

My life is my own

Now, I don’t want the Cambridge Analyticas of this world doing their nefarious stuff with my life. …

David Rosam

SEO, digital marketer, writer, herder of cookbooks, photographer, audiophile and jazz nut. Aspirant polymath.

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