Do you have a blog? How’s it working for you? Does it bring traffic to your website? From my experience, if your blog lacks one essential ingredient, it probably doesn’t.
I have a morning ritual. No, I don’t meditate; I don’t jog around the block. Instead, I dedicate about 30 minutes to social media.
Why? Well, I hope to educate myself. Quite frankly, though, I often feel my time would be more productive if I did meditate or jog.
The internet is boiling with content. The problem is that much of it is rubbish, and it seems everyone is peddling the same ‘secret sauce’ like they invented it.
A generation of Googlers
Don’t get me wrong. The internet is amazing — there’s not much you can’t find there. What is the capital city of Belgium? Google it. Who invented the telephone? Google it. Where is Timbuktu? You know what to do.
The problem with unlimited information, though, is it makes us lazy. When it’s time to write a new blog post, what do many of us do? Jump online, of course, and, like magpies, steal all the shiny nuggets we can find from other blog posts.
As a result, much of the content online is recycled—second-hand information we already know about.
Is there anything wrong with creating ‘Frankenstein’ posts? Well, it isn’t illegal. Also, though the original authors might be miffed if they find out, you’re not really doing them any harm.
Actually, the main victim is your website.
You see, like Santa Clause, Google knows who is naughty or nice or, should I say, who adds value and who doesn’t.
Google’s algorithm has no intentions of directing searchers to the ‘same old same old.’ What’s the point? Consequently, it favours original content that is fresh.
In a nutshell, unless your competitors are just as bad, your recycled content won’t rank on search engine results pages (SERPS). Your website will get no traffic.
The secret ingredient
The ingredient is simple: original ideas. You have to step beyond Google and discover first-hand information.
Are you an expert in your industry? If so, share your knowledge. What about your staff and colleagues? Talk to them. There are probably also plenty of other experts you can utilise. How about customers or suppliers?
Should you use second-hand information?
Of course. Why try to reinvent the wheel? What I am saying is the content you find online must support your own ideas. For your blog posts to be relevant and drive internet traffic, they must add to the conversation.