How do we classify online content as good or bad? It depends on what one considers good or bad really. But (professional) good online content or writing, first and foremost, consists of compelling content. With the explosion of Internet usage in the past couple of decades, everyone with access to the Internet has the possibility to get published, whether it is via a blog or a website ran by a single individual, but there is more to maintaining successful content than just compelling content. Technological aspects which affect how your content is ranked in search engines are arguably as important as compelling content.
As Brian Clark, founder of Copyblogger and Scribe, illustrates in How to Create Compelling Content That Ranks Well in Search Engines, good or compelling online content is highly readable and engaging, “networks” via links, and ranks well in search engines, such as the immensely popular Google. Sounds easy enough, right? Not. So how does one accomplish this?
Clark’s 27-page report elaborately outlines the steps one could take to accomplish a successful website or blog but as he states, besides repeatedly informing the reader that the foundation of successful online content is one that is compelling and engaging, there are technical components that help the particular site or blog rank well, and, in turn, gain an audience.
What Clark refers to as elements of effective SEO copywriting, below is a listing of areas of focus.
Keywords
Keywords are a substantial part of good online content. Key to optimizing one’s ranking in search engines is letting individuals find your content with the language they use when searching. Keywords should also be part of the content's title.
Title Tags and Headline
Make sure to include your targeted keyword phrase in your title tag. It is important that search results reflect the words that are being searched for. The headline should summarize what the searcher is searching, with assurances that the particular question or questions will be answered in the content.
Content
Content. Content. Content. It's all about content. Make sure it is well-written, unique, compelling, and engaging. In addition, it is important to note that it is beneficial to update the site or blog frequently as doing so only aids in the ranking of one's content in search engines.
Content Landing Page
A content landing page "organizes" the content of one's site or blog and enables the viewer to easily comprehend the site, and, in turn, its content. Furthermore, a content landing page allows the viewer to retain on the site, without instantly "hitting" the "back" button and calls for linking or sharing by the viewer, assuming the content is a multi-part resource. Linking is crucial as it potentially results in more views of one's content.
Related Content
Linking to related content is important as it is favored by search engines. Also, it is especially important to do so when your content consists of advanced content. The (linked) related content provides the viewer with the opportunity to gain further knowledge or understand the basics related to one's content.
Can social networking be considered good content?
Deanna Zandt's speech at Claremont McKenna College argues the benefits of creating and maintaining content via social networking sites. Twitter and Facebook have exploded in the past few years, and, even though some of the content is debatable, Zandt argues that by maintaining clear and coherent social networking content, one can create a unique brand. This can prove to be beneficial in one's professional life as employers have been known to "google" potential candidates. Moreover, Zandt highlights the importance of being compassionate to other content, and, in turn, others. In addition, social networking is a tool for building "networks" with others by sharing links.
Let's take a look at some examples of good and bad online content.
An Example of Good Content
The Daily Beast, an American news and opinion website, is an example of good online content for the reason that it knows its audience well (liberals), is easily usable, and, as it is a collection of articles from various news outlets, it practices link sharing.
Another example of good content is New York City's website as it is a multi-part resource with links to various city departments and agencies, in addition to being frequently updated.
The Bad Content
An artist's website should be one that is easily usable and one that keeps the fan interested. After all, it can be argued that an artist is only as successful as the number of fans it "maintains." M.I.A.'s official website is quite the opposite. It is flash-heavy, therefore, it is not exactly user-friendly and it lacks in content. There is no biography section, no news or tour/live dates section, and is design-wise is a general disappointment.
Yahoo! Answers is another example of bad content as the content is debatable. It is essentially maintained by its users and it presents the reader with a difficulty of ascertaining the credibility of its content.
Good online content is not easy achieve. In addition to being able to write compelling content, one has to "play the game," so to speak, in efforts to get their content ranked well in search engines. The "game" being one that involves following technological aspects as outlined by Clark as well as the "humanized" approach outlined by Zandt.
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