As digital marketers, it’s important to stay on top of the trends and keep an eye on what everyone else is doing in the industry. Here are some of the key takeaways we took away from Brighton SEO.
29% of the internet is duplicate content
Duplicate content is content that appears in more than one place on the internet. Although duplicate content doesn’t incur a Google penalty, it can impact your rankings on search engines because Google doesn’t like to provide multiple versions of the same content for each query. Therefore Google is forced to choose which instance of the duplicate content is the best result.
Duplicate content can occur when using a press release for an article or very rarely when employing a freelancer. To avoid this, try to ensure that you create copy which is unique to your tone and voice and run an audit across your website to check that you haven’t published anything which doesn’t sound like it’s been written by your organisation.
70% of articles have zero backlinks
A session hosted by BuzzSumo at Brighton SEO revealed some insightful trends and metrics. From this we learnt that social shares have declined dramatically and average sharing on social channels has decreased due to increased competition. Furthermore, the top 1% of posts are responsible for 88% of social shares. As well as a growth in competition this is also due to Facebook algorithm changes and the rise in private sharing (17% of people said they got their industry news through Slack).
For a while Facebook was beginning to overtake Google in referrals but this trend is now reversed with Google sending twice as much traffic to publishers than Facebook. This means that SEO is more important than ever for publishers.
Evergreen content like research and statistics tend to receive the most backlinks. As the market becomes more saturated with content, organisations need to ensure they stand out by publishing high quality content. For example, shares of The New York Times content has trebled due to the trust people have in its quality journalism.
It’s also important to write about a topic before it becomes popular. For examples there’s no point writing about bitcoin when everyone else is doing the same, as your content will get lost in the noise. Instead keep an eye on trends and write about a topic before it becomes popular.
An alternative is to become an expert in a niche topic. That way you ensure you’re the authority voice in that area and are more likely to dominate search rankings.
“No one gets divorced by video”
At another Brighton SEO session we were reminded about using a content structure which works for your audience and industry. For example videos are not necessarily the best way to provide in-depth legal advice on divorce proceedings but they may help if you want to demonstrate how to use your product.
Just as the best content structure to use depends on your industry, so do ranking factors. Old universal ranking factors no longer work. For example, social media signals won’t improve the ranking for divorce law firms as no one shares their divorce on social media.
And finally, you can’t be relevant for everything; be a specialist instead.