Google SEO Mythbusting: Is More Content Better?

Google’s Martin Splitt, and Lily Ray of Path Interactive, focus on the most typical issues SEOs have on the subject of creating web site content material.

Together they bust myths about extra content material being higher, what to do about underperforming content material, whether or not phrase depend is a rating issue, and extra.

Here’s a fast recap of every query and reply, together with its corresponding time stamp within the video.

Content Creation Myths Busted

Updating the identical kind of content material every year vs creating new one (00:00)

Ray asks: If a writer routinely writes about the identical matter yearly, ought to they create new articles or replace previous ones?

If there’s solely incremental adjustments to be comprised of one yr to a different, Splitt recommends updating present articles.


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Google might view comparable articles from the identical writer as duplicate content material, which is one thing you wish to keep away from.

How a lot content material ought to I’ve and to what extent does this assist my efficiency? (1:52)

Splitt advises to not produce content material for the sake of manufacturing content material.

There’s solely a lot to be stated about sure subjects, by which case “rambling on” with article after article received’t assist a lot.

Producing a number of content material frequently is most advisable for business blogs the place new info is popping out on a regular basis.

Does having a weblog / producing new content material assist my efficiency on Google? (03:02)

Frequently publishing new content material isn’t a sitewide rating issue, Splitt says.

However, exhibiting that you just ceaselessly replace your weblog with issues like business information can improve your fame with guests.


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Updating older items of content material (04:00)

Updating older content material is worth it if one thing vital has modified.

If there are not any vital adjustments, then Splitt recommends publishing new and completely different content material, and linking the previous article to the brand new one.

This has no affect on search efficiency, however it may be useful to customers.

Is there any means that Google tells us if there’s ‘too much content’ or perhaps that content material is underperforming? (04:40)

Ray asks whether or not Googlebot crawl statistics can be utilized to find out if a web site has an excessive amount of content material.

How ceaselessly Googlebot crawls your content material isn’t a indication of content material being good or dangerous, or having an excessive amount of, Splitt says.

What can be extra useful is to verify the efficiency report in Search Console.

If the report reveals you’re getting a whole lot of impressions, however not many clicks, you may wish to change one thing about it.

Splitt particularly states, “there’s no such thing as too much content.”

Again, all of it comes again to your customers and what they wish to get out of visiting your web site.

Underperforming content material and the general trustworthiness or authority (05:36)

Underperforming content material is not going to essentially carry down the authority of your web site from Google’s perspective.

It all will depend on why the content material is underperforming.

For instance, content material might not be performing nicely as a result of it’s spammy, which might replicate negatively in your web site.

Regardless of the rationale for content material underperforming, it’s at all times a good suggestion to reassess whether or not it ought to be up to date or taken down.


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Grouping and consolidation of 1’s content material (06:19)

Ray asks in regards to the affect of getting substantial quantities of very brief articles. Such as a single Q&A with just a few sentences.

Google might deal with such pages as gentle/skinny content material, which might have a damaging affect on search rankings.

Splitt recommends grouping the brief items of content material collectively into one massive article, so long as it will make sense to take action.

Consolidating a number of items of related info in a single place is one thing that displays positively in Google Search

Is phrase depend a rating issue? (08:07)

No, phrase depend isn’t a rating issue.

If it takes 50 phrases, 100 phrases, or 1,00zero phrases to speak what a reader must know then it’s all effective in Google’s eyes.


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What Google cares most about satisfying consumer intent.

If a consumer is looking for a query that warrants a fast reply then a shorter piece of content material can be a superb match.

There’s no level in extending the size of content material to suit a sure phrase depend.

Specific key phrases and phrase depend (eight:39)

Rays asks whether or not publishers ought to goal for matching their rivals’ output on the subject of phrase depend.

“It depends,” Splitt says.

If all of your rivals are doing the identical factor, it doesn’t essentially imply they’re doing it proper.

Even in case your rivals are rating nicely proper now, it doesn’t imply they at all times might be.

Again, Splitt drives dwelling the purpose of understanding what your customers want and writing content material accordingly.


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If you’ll be able to talk what customers must know in 500 phrases versus 5,00zero phrases, then a extra succinct article is completely effective.

Auto-generated content material & canonicalization (9:32)

Ray asks in regards to the affect of getting a number of location pages with nearly the identical content material on every.

“Either they work or they don’t,” Splitt says.

Those varieties of pages can work if there’s a minimum of some distinctive info that’s related to every location.

The pages might not work if the content material is too comparable.

If you’re altering a handful of phrases, and preserving the remainder of the content material the identical, then Google may de-duplicate the pages from its index.

How does Google decide duplicate content material? (11:35)

Rays asks if Google has a threshold for figuring out duplicate content material.


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Splitt isn’t positive if there’s a threshold. He explains that Google makes use of content material fingerprinting to find out whether or not content material is duplicated.

Each web page has its personal “fingerprint” that’s used to find out how comparable one piece of content material is to a different.

Splitt say Google makes use of “similarity metrics” as nicely, however didn’t present any specifics.

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