An average web page, ranking on the first page of Google, has about 2000-3000 words of text.
Does that really mean that extensive content is the only way to achieve natural search engine traffic?
Moreover, what if producing time-consuming content is not your cup of tea. There has to be alternative solutions for almost every single problem related to online marketing. Luckily, we have a solution to boost the website rankings without producing tons of content. However, before we get into the actual story, let us first clear the myths surrounding generating organic traffic through long content.
Is organic traffic directly proportional to long content?
Which all websites come into your mind when I ask you best ranking websites on web on probably most popular sites on Internet?
You would surely say Google, Facebook, Twitter, Linkedin, Wikipedia, so on and so forth.
You want to know the primary reason behind these websites successes. It is simple. They have thousands of pages containing unique user-friendly content. These websites give search engines what they want – most common relevant keywords typed by users. What is even more interesting to see is that, long-tail keywords have a tendency to make even a bigger impact on search engine result pages (SERPs). Does it strengthen the myth, which we are discussing? Well, exactly not. There are many examples to prove this myth wrong. Let us for now take 3 classic examples – Upworthy, Airbnb, and WhitePages.
Upworthy is a social media content sharing site that gets close to a million visitors every single month through search engines. You will be surprised to know that every single page of this site contains hardly 100 words of content. The reason why Upworthy has a Google PageRank – 7, and among the top 1000 sites as per Alexa, is that it targets tons of unexplored keywords such as ‘unrealistic bodies’, for which it has been ranked on top of page one of Google.
What is even more jaw dropping is the entire page contains only 55 keywords in all. You might argue here that how is it a great deal to be ranked for ‘unrealistic bodies’ that is not a common keyword. However, the fact lies that other 19 million sites compete for exactly this keyword, and if Upworthy is the first result shown by Google, then the site is certainly not moving in the wrong direction. Besides Upworthy listed on the first page of Google for 17112 other keywords is astonishing.
Airbnb on the other hand is much similar to Upworthy. It has got millions of visitors every single month and ranked on first page for a number of keywords, the best being ‘vacation rentals’. In fact, while visiting the Airbnb site, you literally see nothing in terms of content when compared to the sites like Wikipedia. The only content you see is menus, reviews, and short descriptions in order to guide the visitors within the website. Airbnb less content creates wonders rather than the user generated content.
Google is able to differentiate content easily and can penalize websites from creating spam. However, surprisingly, Airbnb handles its own content in such a way that it does not appear spam in the eyes of search engines. Moreover, it ranks really well for absolute long tail keywords such as ‘Brookstone apartment at Central Park.’ By the way, Airbnb ranks among 800 sites on Alexa and has a Google PageRank – 7.
WhitePages is the third classic example ranked among top 2000 sites on Alexa & having a PageRank – 7 on Google. It has practically very less content or almost no content. Yet the site ranks on first page of Google for most common keywords such as ‘people search’.
So, what is the secret behind the huge success in terms of traffic for these three websites? It is all about ‘backlinks’.
Is back linking as well as indexing the ultimate driving force?
What the above 3 sites have in common?
Less content, more traffic.
So how they gain so much of traction on search engines? It is due to thousands of natural backlinks pointing towards these sites. Another thing in common is the indexing of lot many pages as compared to other sites. Airbnb has got close to 45 million pages indexed, Upworthy 10K million, while Whitepages 105 million. So ultimately, let us sum up our conclusions from the discussion that we just had.
Build as many pages as you can without worrying much about inserting long content. More pages will lead to more long tail keywords that will eventually escalate your site rankings even with short content.
Let you web pages present quality to the search engines. Quality content is more important rather than having it long. Either create high quality content by yourself just like Whitepages, or depend on user generated natural organic content i.e. articles, guest posts, ratings, reviews just like Airbnb and Upworthy.
Get media exposure by creating press releases that will in turn generate more backlinks. Being on popular media sites, newspapers, or magazines, will shoot up your traffic within no time. You can hire a specialized PR agency or even a free service like HARO (Hire a Reporter Out) will do the job for you.
Use Quora, Yahoo Answers, and such other top-notch question answer sites to let your content be visible to millions of people.
Have patience, as content marketing will take some time to build your credibility on search engines. Things will not change overnight, as content takes time to be crawled, indexed, and ranked on search engines. Initial traffic could be low and even disappointing. However, eventually in long run, things will be much different.
Summing up things
Organic traffic does not necessarily demand content with tremendous amount of words. Building high quality content is the key even if small in terms of word count. When you have a look at world’s leading sites such as Amazon, IBM, Microsoft, Apple, etc. you will notice that without focusing much on blogging they give more emphasis to delivering short, sweet, and simple content. As a result, they have millions of visitors every single month without having much content. Give focus to building backlinks rather than writing lengthy content for hours.