Strategies to Avoid When Designing SEO Content
Your web content should exist, answer searchers' questions, guide them through your website, and help them understand the purpose of your website. Content should not be created solely for the purpose of ranking higher in search. Ranking is a means to an end, and the ultimate goal is to help searchers. If we put a shopping cart in front of a horse, we risk falling into the trap of a low-value content strategy.
Let's take a closer look at some low-value strategies that should be avoided when designing SEO content.
Content Thin
Although websites often provide unique pages for different topics, an older content strategy is to create a page for each iteration of the keywords in order to rank these highly specific queries on page 1.
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For example, if you sell bridal gowns, you might create separate pages for bridal gowns, bridal gowns, wedding dresses, and wedding dresses, even if each page is essentially saying the same thing. A similar strategy for local businesses is to create multi-page content for each city or region where they want customers. These "geographic pages" often have the same or very similar content, where the name of the location is the only factor.
Such a strategy is obviously not helpful to users, so why should publishers do this? Google is not always as good at understanding the relationship between words and phrases (or semantics) as it is today. So if you want to rank on page 1 of "Bridal Gowns" and only one page on "Wedding", it may not have been cut out yet.
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This approach produced a lot of thin, low-quality content on the web, and Google called it panda in a 2011 update specifically to address the issue. This algorithm updates the penalties for low-quality pages, resulting in higher-quality pages occupying the top of the SERp. Google has been iterating on the process of downgrading and promoting high-quality content today.
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Google knows that you should have a comprehensive page on a topic, rather than using multiple weaker pages for each keyword variation.
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