As you probably know, we publish quite a lot on this site. During 2015 alone, we actually published as many as 77 new articles on Brath.se. Why do we do this?
Search engine optimization is essentially built on three fundamental pillars. The first is authority. You need to have authority on your site and on individual pages for Google to consider you worthy of a position. The second is crawlability (I wanted to take the opportunity to give you a nice word as a holiday gift), meaning that your site can be properly indexed, that the technical setup works, and that the content can be structured in a way that makes sense to a search engine. The third fundamental pillar is content. You need content that actually answers the searcher’s question. This is one of the main reasons why we invest so much time in content on the site.
As you may already know, we at the company have something of a love–hate relationship with content marketing. We’ve been working with it for a long time, and even though we’ve never been a content marketing agency (and probably never want to be), we’re somewhat divided on the topic. Yes, content is good, especially as a catalyst for search engine optimization. Yes, an active blog can attract readers. My personal opinion, however, is that from a business perspective it’s not quite everything one could wish for. Search engine optimization, email (think newsletters rather than mass mailings), and search advertising are what drive sales by a wide margin. All three require content, and it is with that objective in mind that we publish as frequently and as extensively as we do.
Measuring the impact of content on search results is not entirely straightforward, so here’s a raw number for you. Keep in mind that we’ve also been working on many other things that affect our rankings. We’ve increased traffic from search engines by 30.87% over the year (comparing November to November).
