Honey bees are fascinating. They produce honey by collecting nectar and help pollinate hundreds of plants and vegetation in the process. They are responsible for around 30% of the food we eat. As SEOs, let's take a closer look at the honey bee, and at how thinking like a bee can actually help us to boost our content strategy while providing endless love from the 'Big G'.
Today's post is from guest author Joe Williams. Joe Williams runs SEO courses in London. And he likes to think of fun ways to explain SEO topics.
Honey bees are fascinating. They produce honey by collecting nectar and help pollinate hundreds of plants and vegetation in the process. They are the all-round good guys and are responsible for around 30% of the food we (gratefully) eat. As SEOs, let's take a closer look at the honey bee, and at how thinking like a bee can actually help us to boost our content strategy while providing endless love from the 'Big G'. Shall we?
Just as every bee knows that it needs quality nectar to make quality honey, SEOs know that they need quality content to make a quality pages - those worthy of being ranked by search engines. The problem is, however, websites are in need of 2 different kinds of content and while we mainly focus on one type, we often forget about the other. Websites need content that is capable of selling a product or service, as well as content that is capable of building value through links and social sharing. Allow me to explain.
Honey content, in this analogy, is a reference to the highly optimized content that appears on commercial pages - those pages that sell products and services, and drive business and revenue. These pages usually feature product or service information to which it has been expertly written to meet the needs of an audience and the goals of the publisher. Traditionally, this content is the first place SEOs choose to optimize when starting a strategy, and features top-level relevant keywords.
However, while honey content does indeed play an important role in the online experience, it does feature one major drawback. Honey content is traditionally dry content that is in no way interesting, exciting, or fun. Therefore, in comparison to other forms of online content, honey content does very little to attract links naturally.
As SEOs, we understand that this is a pretty big issue. Inbound links are extremely important to the search engine ranking process, especially for those websites within high volume and competitive markets. Without inbound links, any optimization strategy, basic or otherwise, performed on our honey content is essentially worthless.
What's the solution? Creating "Nectar Content".
Nectar content is awesome, compelling, and fun content that has more mass appeal and therefore has a greater opportunity to be appreciated by all. This appreciation, of course, leads to more social sharing and inbound linking - two factors in which Google (and other search engines) base their ranking algorithms on.
The goal behind creating nectar content, at least as far as this analogy is concerned, is to capitalize on the value (link love) that is often generated because of it. Indirectly, this value will funnel down to other pages, such as honey content pages, and will help to boost their overall value as well.
The question you should be asking yourself is how can I create nectar content?
How to Create Nectar Content
Creating nectar content is often overlooked by larger companies and is a great opportunity for the little guys to succeed with smaller marketing budgets. The following are 6 tips to consider for when implementing nectar content into your website:
Maintain a Blog
Create a blog and post regularly about your industry's topics.
Conduct Industry Interviews
Interview someone that is influential and well-respected in your industry.
Create Useful Lists
Compile valuable and relevant information and resources in the form of a list.
Create Useful Tools
Create a tool that is useful to those in your target industry. (An accountant providing an online tax calculator)
Create an easy-to-share graphic that lets your industry knowledge shine through and arouse interest in you industry.
Do something or create something that has never been done before.