7 bad Content Marketing practices that reduce visibility

Good SEO cannot be done without content. The text on the pages fulfils particular roles: it informs the user about business and services and also increases the reader’s knowledge. If these are interesting and life-giving contents, they are a real catalyst in acquiring organic traffic.

Despite the fact that positioning is increasingly focused around good content, there are still bad practices that can spoil the rankings and worsen the status of the site. Check if you are not committing one of these errors! Avoid losses caused by bad content practice.

Short texts

The good quality text is a long text. This is not always the true, but it is a general rule that we should stick to. If you’re expecting to get positive results from adding content that is less than 1000 characters long, think about it again. Such a short text rarely adds anything to the topic it touches. This is usually only a rough outline of the context.

Currently, the positioning comes into a comprehensive approach to the topic. To properly bring up a topic and attract the reader for longer, more text and interesting examples are needed. This can not be accomplished with the help of a carelessly compacted blog post.

So let’s try to create the right length of texts that cover current issues. In this way, we increase the chance that our content will start selling.

Adding poor content too often

Do you know that the more often you add texts, the more suspicious your page looks in the eyes of the algorithm? Of course, I skip the situation when you run a page with current events. Everything depends on the context, and I remind you that the algorithm deals better with its recognition.

Frequent addition of content, especially loaded with other errors mentioned in this article, looks unnatural. Google is becoming more and more sensitive to spam, so we are able to do harm with frequent updates of poor quality. Invest in quality, not quantity. When determining what should be the optimal schedule for the appearance of new content on the site, we must take into account not only how often texts have appeared on your blog so far. Does our business operate in a rapidly growing industry? Is the scope of our activities wide and multidisciplinary? If so, it works in favour of more frequent content. Still, we should not do it several times a day. Let us consider the context of our industry and the company’s operations.

It is also better to add content at regular intervals instead of adding multiple articles at once. Many platforms now offer content planning services. It is worth using it and enjoying the supply of articles for the future, rather than adding all one day at the same time.

A similar problem is the creation of a mass of subpages directed to individual variants of the keyword. It is better to create one subpage and place all keywords related thematically on it rather than fragmenting into parts. Consider whether a large amount of text describing your services is really needed. Leave only what is necessary.

Content repetition

Repetition of content, like its theft, is one of the most penalized behaviours. Regardless of whether it is repetition within one domain or whether it is copied to other domains, it can have a negative effect on positions.

Take care not to copy the content. Synonymization will not help much either. Remember that the algorithm is an increasingly advanced tool that can recognize the synonymization and non-originality of the text. If you outsource text, always check it for repetition or use a trusted source.

No added value

You add original content at reasonable intervals, and your traffic is stuck in place? Perhaps the reason is the lack of added value. Each text added to your site should meet a specific goal. For example, it can be the answer to the latest change or news in the industry. It can also present a new way to overcome a problem.

If in the past few weeks you have been writing about the same topic, or you are just copying what has already been written by others, do not expect that you will achieve great results. Try to increase the knowledge of the reader in any way over the hacked messages. Add an infographic, share a proven way. Show valuable case study. Show that you are not just repeating information read on the web. With the help of the content you have the chance to demonstrate your authority. If you use it well, the position and organic traffic will also increase.

Adding content too rare

While too frequent adding content may look like spam, adding it too rarely is also not recommended. Do not expect that this one article you added 4 months ago will continue to produce results. The algorithm, like the reader, needs fresh content. Thanks to regular updates, you increase the involvement of readers. It also counts for the algorithm.

If you have trouble finding the right topic, look for inspiration on Google Trends or on industry-related websites. You can also visit the competition page to find out what they are writing about. Remember, however, not to copy texts or topics directly from the competition. The algorithm appreciates the own contribution and originality of texts.

Too much of ”phrasing”

The times when we had to carefully weave keywords into texts were gone forever. Google can lower the page rank for excessive and artificial-looking keyword packing in the text.

Thanks to the development of artificial intelligence, the Google algorithm can recognize even changed keywords. The ability to recognize the context of a given sub-page enables content creators to breathe a sigh of relief. We can create natural sentences and formulations, being sure that the algorithm will understand their context. Even if parts of the phrase separate a few words.

Avoid, therefore, placing artificial looking, unchanged phrases, both in the text and headings. Think first of all about the reader, because it is his good that puts the algorithm first. Create user-friendly content, which will surely translate into high positions.

No content

The biggest mistake in the field of content creation is … its lack! Fortunately, more and more entrepreneurs and positioners are aware that adding content regularly is the key to success. Still, I am meeting with the resistance of some, claiming that it is unnecessary. The data speaks for itself. A page of similar size regularly adding new content collects much more organic traffic than the one that does not use the potential of your blog.

In any industry, you can write specialized text that is able to attract people interested in the product or service. We may think that there are too difficult or too niche industries. However, the truth is that the more niche the service is, the easier it is to distinguish yourself with specialized knowledge from the competition.

Specialist content and its regular growth are the keys to modern positioning. It is important to involve the community and respond to its needs. Writing on important and current topics in the industry will not only give you new readers but also higher positions and engaged clients.