Does Content Quantity or Quality Matter More?
When it comes to your content, is it better to have more content or fewer pieces of higher quality? There are many studies and blog articles, including some of our own, that show that content plays a large role in increasing your site’s SEO ranking. Search engines are looking for sites with large amounts of content that answers questions asked by searchers. However, they also are looking for content that is highly relevant to the search. So, the question remains - which is more important, quantity or quality?
As search engines become more advanced, the factors that contribute to a higher SEO ranking continue to evolve. While keywords used to be the number one factor, it is now transitioning to content being one of the main factors. Search engines are prioritizing websites with clusters of linked content all focused on the topic the searcher has entered into the engine.
Because of this, it could be argued that the more content you have about a particular topic, the better when it comes to SEO rankings. After all, if you can show you have many separate articles about a topic linked together in a cluster, the search engine will recognize you as an authority on the subject, right?
Not exactly… We would actually argue that the quality of the content matters more than the amount of content you have. Here’s why:
The Argument for Quality Over Quantity
Bounce Rates and Time on Page
One of the most important factors for your SEO ranking is website visits. Not only are website visits important, but the amount of time people stay on your website as a whole and on specific pages counts towards your SEO rank.
Your bounce rate, which refers to a visitor only viewing one page and then leaving without viewing any other website pages, not only is a factor in your SEO rank, but it also tells you if the content on your page is relevant and valuable to your visitors.
If you have tons of content, but a high bounce rate on each piece of content, that tells search engines that your content is not relevant and valuable to searchers. This will cause your SEO rank to decrease.
The same principle applies to time spent on the page. If your visitors are quickly paging off as soon as they click on a piece of content, you will have a low rate for time spent on page. This will also cause your SEO rank to decrease.
The solution to this is to have content that is extremely relevant and valuable targeted to the correct audience. By having quality content versus a high quantity of content, you will have a lower bounce rate and higher time on page, which will increase your SEO rank.
Use in Sales Process
Your content is the perfect tool for you to use in your sales process. When you are reaching out to a prospect, they will probably ask you questions or ask for more information.
In this case, you could send them a blog article or case study that they can visit and read in their own time.
This will also encourage prospects to browse through your other blog articles or pieces of content. While it is good to have a number of pieces of content they can view, it will not be beneficial to your or your prospect if the content they are looking at is low quality.
When the quality of your content suffers so you can produce a higher number of pieces, you end up losing.
It may look good to have 60 blog posts, but if they are poor quality, you would be better off not having them at all. 30 quality posts that provide value and education to prospects is more beneficial in the long run that more posts of lesser quality.
Length of Content
There are many answers to how long a piece of content should be. The short answer to the question is the length of the content should depend on the goal of the content.
If you’re trying to reach leads at the top of the sales funnel or the beginning stages of research, your content piece shouldn’t be as long as if you are trying to reach a lead towards the end of the sales funnel who is close to closing.
However, you have to remember that the shorter your content is, the less time visitors and leads will spend on that page, which will impact your SEO rank. The other side of that is if you write a long post full of filler text, fluff, and nonsense just to have a longer post, you are not producing quality work and your readers will quickly realize that and page off.
The goal is to reach the sweet spot right in the middle. Quality posts should be the correct length for the goal and full of meaningful and useful text.
One solid piece of content of a decent length is better than 5 short pieces and would probably take the same time to produce. However, a shorter piece of high quality is of more value than a longer piece of low quality work.
Online Reputation as a Subject Expert
The final reason why content quality matters more than content quantity is for your online reputation as an expert in your industry or subject.
If you are not viewed as knowledgeable about your topic, your visitors will not want to read the content you produce. This will not only impact your SEO rank, but also your ability to gain new customers.
The best way to establish a strong reputation as an expert in your industry is by producing valuable and educational pieces of content. This is accomplished by producing high quality pieces that answer the questions your visitors are searching for.
When you take the time to develop an accurate buyer persona for your ideal customer, you will learn what your potential leads are searching for and what problems they need solved.
When you have these answers, you will be able to create quality pieces of content that accurately answers questions and solves problems. By doing this, you will establish a reputation as an industry expert.
One final thing to remember is we’re not saying having a large quantity of content is bad. The more content you have, the more questions you can answer and solutions you can provide for visitors and leads. This will increase your time spent on page, decrease your bounce rate, and increase the possibility of new visitors converting to customers.
Just make sure that your content quality does not suffer from you trying to produce a large quantity of content. If you have to choose between the two, quality always trumps quantity when it comes to your content.
The best way to create high quality content is to tailor them to your ideal customer. Learn more about creating a buyer persona for your ideal customer here:
Written by Amy Silberman
Client Success Manager