What Content to Write - Hot Topic or More Niche Related?
-
Hi,
Just for example, say you've got a shoe store but shoes are a non-searched-for topic on the informational side. Say fashion models or teenybopper shoppers are both hot topics. Would you recommend writing an article - one of the site's five >2000 word articles on a hot area of the hot topics? Or would you just stick to shoes topics?
If you do write on the hotter topics, how does the shoe store owner write on these - they're out of his area of expertise? Does he need a content writer?
-
I think you may be looking at your topics too broadly and perhaps without enough creativity. Who's never heard of the teenybopper who wanted to grow up to be a fashion model in high heel designer shoes? What shoe designer hasn't had a model who's little sister didn't want to grow up to be just like her? How many different ways can a teeny bopper save her dollars to buy those shoes she saw in the magazine at the grocery store? What teeny bopper doesn't have an opinion on the shoes her mom has in her closet or on the shoes her aunt bought her for her birthday? And what writer, worth their salt, couldn't write a tear-jerking, funny, or uplifting piece on any of those topics that that target audience that they wouldn't share among themselves?
This is the best part about Google freeing us from the oppression of the "keyword" and letting relevance be more categorical and thematic. Google's listening less intently on what we have to say about ourselves through our content and more so on what those in the social world are saying about us. This frees us to be more creative in the content that we create for our clients and lets us think more about creating content that our audience will engage with.
I think you're better off today writing about topics that are tangentially related to your niche and about ways your audience relates to those topics. I think audiences today are becoming dead tired of copy that has any scent of SEO and that they are more likely to click through to and engage with that which is fresh in it's perspective. Learn your audience, write stuff that they're going to like, and don't forget your back channels to algorithmic visibility--like structured data, authorship, co-citation, UGC, and, oh yeah, links.
-
I've always been of the opinion that is preferrable to write more focused articles which may deliver less traffic but extra sales than broad article which only gets you traffic with high bounces just because after reading the article the users don't find anything related to continue on your site. You'll need to write always content which will attract your customer they may buy today or in a month buth you need to attract them.
If you're on shoes market maybe you may find interesting writing an article about Carrie Bradshaw from Sex and city who loves have many shoes and write a fun article about how to build your shoe inventory with less than 1k dollars. Or maybe something about link your shoes to your personality or your daily mood.
I think that when it comes to write new content you don't have to focus only on what is actually been searched but you should try also to create new trends of search. Users are bombed with lots of similar contents about top keywords, so you may consider write really different and original and cool articles on those ones or if you don't have ideas is better to write a cool different article and spread it thrgough fashion blogs, this guys loves about speaking about new ideas and trends so try to anticipate them or give them the original thing they can poston their site.
Always focus on best content, then your traffic will arrive both on keywords and your branded/direct traffic.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Duplicate content
Dear community, We have 15 product specific landing pages. They all share a block called "Why invest in VanEck ETFs?", see e.g., https://www.vaneck.com/de/en/mining-etf https://www.vaneck.com/de/en/space-etf/ https://www.vaneck.com/de/en/esports-etf/
Content Development | | marketing-europe
Can this lead to SEO penalization because of duplicate content?0 -
Images & Duplicate Content Issues
Here's a scenario for you: The site is running WordPress and the images are uploaded to the media section. You can set image attributes there such as the Description & Alt Tag. Let's say you'd like to reuse the same image in two different blog posts. The image keeps the same Description & Alt Tag associated with it in the media section. Would this be considered duplicate content? What would be the best practice in this case to reuse the same image in multiple posts?
Content Development | | VicMarcusNWI0 -
How do I split page content?
So I offer two services for which each has an FAQ page (let's call them S1 and S2). The problem is that I also have a longer FAQ page that covers both services (S1-2). I would like to eliminate the longer one and attach the relevant content to each of the shorter pages but i'm concerned that deleting pages with a lot of content might be a bad idea. I could redirect I suppose but I wouldn't know which page S1 or S2 to point redirect to. Any advice on this?
Content Development | | NationalPardon0 -
Is Opening a News Section a Good idea for Topical Authority and Freshness
Hi my website is less than 3m old and its niche is autism. I have identified around 300 profitable KWs (structured from T1 to T3) and over the next few months aim to create high quality pages for each while maintaining a page-tree structure. Currently I have already build around 50 of those pages. While I start off page SEO activities in parallel, I was thinking whether a news/daily digest section on my website will help me build additional value in terms of establishing niche authority and also scoring on the freshness factor. I have already set up google alerts on a variety of Autism related KWs and in process of outsourcing (to one qualified writer) at least two 500 word news articles from any interesting stories or ideas in google alerts. Questions: 1. Am I better off covering these ideas as News Articles or as just normal posts? Though neither of them will be KW targeted, they will be aimed to increase readership and authority. But capturing them as news would allow me to apply for Google News indexing as well. The question is important because based on that I will hire the writer. if Autism News is a better strategy, I will possibly pay a bit more to hire someone with experience in web journalism. 2. Overall, is this a good idea for brand building? Or should I start looking at more long-long KWs (<20 searches pm) and focus creating content for those? The problem is that with 300 KWs already identified > 40 searches pm), I am finding it hard to find KWs in loooong tail that covers a new aspect. For example: "Symptoms for Autism" and "What are the various symptoms of Autism". Now how do you create 2 different quality articles for that!
Content Development | | DealWithAutism0 -
How can we dynamically populate content on our website based on a visitor's web history?
Recently, I have tried looking into options that would allow us to dynamically populate content (specifically images to be used at CTAs on our blog in wordpress) to different users based on their web history on our website. We would want to be able to dynamically populate images based on the number of visits in the past 60 days and the inferred industry based on pages hit. Unfortunately, I have been unable to find anything as a standalone tool - I believe HubSpot may have something like this but it is rolled into their blogging platform. Does anyone know of one?
Content Development | | SMPoulton0 -
What makes high quality content?
Content is becoming more and more important in rankings and I was wondering what exactly Google defines a good content. Any ideas?
Content Development | | EJDekkers0 -
Wordpress hacked. Entire content wiped out
Someone hacked my Wordpress site, wiped out all my content and changed my login status to a subscriber. Years of hard work gone, I can't log in to fix anything. Is there anything I can do. Is there a way to prevent this from happening ever again. Is there a way to catch these people?
Content Development | | ArenaS0