As a marketer, you’ve probably heard a lot from management: “Let’s publish 25 articles by the end of the month! Google will rank us #1 . ”
Many companies focus their efforts on quantity to the detriment of quality. The consequences of this bias are: mediocre results and declining conversion rates. Publishing content too frequently has negative consequences on the thematic authority of a website. We explain all this in this week’s article.
Foreword: Topical authority is different from topical relevance.
These two concepts are integral to keyword clustering. To learn more about topical relevance, check out our article.
Publishing content too frequently is a beginner’s mistake that many companies unfortunately make when trying to make the digital leap (too quickly!). Because writing a lot about a specific Telemarketing Leads for Sale topic does not increase the authority of a website. Frequency , comprehensiveness and relevance are much more important factors.
Publishing too much content on the same topic can even send a negative signal to search engines. It makes sense: too many posts on the same idea demonstrate poor expression skills. You will dilute your authority.
The topical authority of your keyword clusters is very specific to each topic. And as we know, every topic is different. Some topics are so broad that you can write about them every day for years without exhausting them. Others are much narrower and a few well-structured articles are enough.
Quality trumps quantity
SO is a field where content is king. So it is not surprising that many consultants prioritise quantity over quality and choose Hong Kong Lead to publish articles every other day. These so-called SEO experts write for search engines and not for human readers. They probably read somewhere, someday, that newly published content is favored by search engines.
