Many web sites have a very erratic approach to the creation of content. Writing erratically isn't a big issue for blogs or news oriented sites, but it is for large lead generation or sales based web sites. I see lots of sites create an "articles" section. You can tell that someone told them that "content is king" and that more content = more SEO traffic. This peripheral article bucket ends up being a giant pile of random blah blah blah. Nothing spectacular. Just enough to be considered "unique content."
The other instance is where you see sites that have figured out they need supporting pages to prop up their main pages. Let's say you list a bunch of used car models, and "used " makes up the primary landing pages and primary SEO keywords. Then you create sub pages around those topics. Instead of dumping a bunch of random crap into the related articles section on these primary pages, have a plan. For each car model you could make a:
- Common Problems with
- [Video} How it Inspect used <?li>
- Pictures of Common Hot Spots
This will not only keep your related content orderly, but it will also allow you to make a page of all the videos about How to Inspect used s. On this page you list all of the video pages for each used car brand. See how that works? Creating content in this modular way allows you to show the content in a different view.
Another tactic used in the list above is to have each piece of supporting content target a different area of Universal Search. Creating videos, cool images and other types of content not only puts you in different parts of the web, but it makes your site more interesting. Bottom line. Have a plan, and don't just start creating "unique content."
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