![\"Bruce](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/not-the-job-of-seo-pig-fly-800px.png\")
<\/p>\nYou can\u2019t make a pig fly. I\u2019ve tried it. I\u2019ve also put lipstick on a pig, and that doesn\u2019t make it any prettier. Of course, I\u2019m not talking about actual pigs … I\u2019m talking about websites.<\/p>\n
The ugly truth is that SEO cannot do the impossible. If a site is not functioning well technically or has content that\u2019s irrelevant, optimizing it is merely putting lipstick on a pig. That pig will never fly in search results.<\/p>\n
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The fundamentals of SEO will always include a well-functioning website and relevant content. Both are required to create a good user experience. And as we know, Google\u2019s primary goal is the user experience.<\/p>\n
So, as SEOs, we have a responsibility to help the sites we manage not be pigs. That means maintaining them on a technical level and keeping content current. These are survival tactics in today\u2019s competitive landscape. Here\u2019s why.<\/p>\n
As we know, Google cares how well a webpage achieves its purpose. Page quality has a lot to do with that. In its Search Quality Evaluator Guidelines<\/a>, Google makes it clear that unmaintained sites are doomed sites.<\/p>\n Some websites are not maintained or cared for at all by their webmaster. These \u201cabandoned\u201d websites will fail to achieve their purpose over time, as content becomes stale or website functionality ceases to work on new browser versions. Unmaintained websites should be rated Lowest if they fail to achieve their purpose due to the lack of maintenance.<\/em><\/p><\/blockquote>\n To put this into perspective even more, a \u201clowest\u201d rating is the lowest-of-the-low rating on Google\u2019s quality scale:<\/p>\n For comparison, that “lowest” rating is given to sites like these:<\/p>\n Websites or pages without some sort of beneficial purpose, including pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating.<\/em><\/p><\/blockquote>\n In a world where Page 1 of the SERP requires survival of the fittest in an ecosystem that contains more than 6 billion<\/a> indexed webpages, a \u201clowest\u201d rating means Google will work to weed that site out of the search results as best it can.<\/p>\n Will some pigs fly under the radar? Yes, but they will eventually need to deal with site quality issues. Once rankings start to fall, traffic erodes. And traffic erosion is a slow death.<\/p>\n When there\u2019s a gradual traffic decline, we always look at site maintenance issues first. Does the technology need an upgrade? Are there pages that once had high traffic but rankings have declined?<\/p>\n Updates to a site take time. Getting Google to crawl those new updates can take more time. So in many cases, you may continue to see gradual traffic erosion before it picks back up.<\/p>\n The best course of action is to avoid ranking and traffic problems altogether. SEOs should always be looking at the technical aspects of the websites we manage.<\/strong> Are they fast enough? And do they create a good user experience?<\/p>\n Also, creating more and more content but ignoring old content is a surefire recipe for problems.<\/p>\n Every business should delegate half of its content budget to maintain existing content, not just create new pages.<\/strong> That goes for core webpage strategies like siloing<\/a>, too.<\/p>\n Today, we are focused on quality, not necessarily quantity.<\/p>\n As an SEO, having these conversations with our clients is our duty. It not only points clients in the right direction of SEO, but it also sets expectations.<\/p>\n When necessary, we have to be able to say, \u201cThis website needs a redesign.\u201d Or \u201cWe\u2019re not going to rank if we ignore site maintenance.\u201d<\/p>\n Yes, these conversations can be difficult, and in some cases, they may impact our business. But it\u2019s much more difficult to make a pig fly.<\/p>\n If you’d like an SEO expert to identify issues holding your website back, let’s talk<\/a>.<\/em><\/strong><\/p>\n If you found this post helpful, please share it! For more like it, subscribe to our blog<\/a>.<\/em><\/strong><\/p>\n Many businesses are caught up in an intense race to create content, hoping to stay ahead of their rivals. While quantity may seem appealing, quality should always win out over quantity.<\/p>\n The Quality-Quantity Conundrum<\/strong><\/p>\n While it might seem tempting to flood your audience with many content pieces, it’s crucial to understand that quality content can significantly outperform quantity in the long run. Search engines and discerning audiences favor well-crafted, informative, and engaging content. When your content stands out, it attracts more organic traffic and builds trust and authority in your niche.<\/p>\n Building Brand Credibility<\/strong><\/p>\n Prioritizing quality is crucial to your brand’s credibility. High-quality content showcases your knowledge and dedication to serving your audience. In contrast, low-quality or hastily produced content can damage your brand’s reputation, leading to mistrust and reduced customer loyalty.<\/p>\n Audience Engagement and Retention<\/strong><\/p>\n Engagement and retention of your audience depend directly on the quality of content produced. If it resonates, people will return for more. Engaging content sparks discussions, encourages sharing, and fosters a sense of community around your brand, ultimately leading to higher customer retention rates.<\/p>\n Avoiding Content Fatigue<\/strong><\/p>\n Producing content for quantity can lead to content fatigue, where your audience becomes overwhelmed or disinterested in the sheer volume of information. Engaging and educational content ensures your target audience remains responsive and responsive to it.<\/p>\n Return on Investment (ROI)<\/strong><\/p>\n In the realm of content marketing, quality often yields a better ROI. While creating high-quality content may require more time and resources, it pays off through increased conversions, higher customer lifetime value, and improved search engine rankings.<\/p>\n The age-old wisdom of prioritizing quality over quantity in content creation remains a strategic business imperative. By focusing on crafting valuable, engaging, and informative content, you not only enhance your brand’s credibility but also foster audience loyalty and achieve a better return on your investment.<\/p>\n Step-by-Step Procedure: Prioritizing Quality Over Quantity in Content Creation<\/strong><\/p>\n You can\u2019t make a pig fly. I\u2019ve tried it. I\u2019ve also put lipstick on a pig, and that doesn\u2019t make it any prettier. Of course, I\u2019m not talking about actual pigs … I\u2019m talking about websites. The ugly truth is that SEO cannot do the impossible. If a site is not functioning well technically or […]<\/p>\n","protected":false},"author":35,"featured_media":78158,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1425,1232,1477,1981],"acf":[],"yoast_head":"![\"Google's](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/03\/page-quality-scale.png\")
<\/p>\nSEOs should always be looking at the technical aspects of the websites we manage.<\/span><\/blockquote>\n
<\/a>So Don\u2019t Put Lipstick on a Pig<\/h2>\n
<\/a>FAQ: Why should businesses prioritize quality over quantity in content creation?<\/h3>\n
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