In my opinion, when it comes to SEO, people spend far too much time optimizing existing content on their website instead of creating new content.  (This is sort of like the way people spend too little time on ad text writing in Google AdWords, and too much time tinkering with the precise geographical boundary settings, or some other factor.)  I think that this comes from the fact that most SEO consultants have a technical background, and may be afraid of the creative side of SEO.

So in this post I’m going to pull an SEO report for my own website, and use it as an example of the importance of content type and content diversity in driving SEO results.  Take a look at the color coded table below.  You’ll see the following things:

  1. Static pages that are found on every website on earth (the homepage, for example, and the “About Me” subpage, account for only two of the top 20 SEO landing pages.
  2. Blog posts account for over 50% of SEO landing pages, and my marketing glossary pages account for 40%!
  3. When you dig deeper in Google Analytics, you learn that the numbers look even better when you create an advanced segment to isolate only NEW visitors to your website.  When you do that, the static pages account for even less as a percentage of unique visitors to the website.

Take a look at the data below — the simplest conclusion is this: without blog posts, and without creating the marketing glossary, I would have missed out on 68% of all SEO visits, and 85% of all NEW visits.

SEO Landing Pages Table


SEO Landing Pages Pie Chart

SEO Report - Unique Visitors by Content Type Pie Chart

SEO Report by Content Type - New Visitors Advanced Segment

I hope these charts are helpful to you as you think through your own SEO strategy, and if you need an objective opinion on your plans (or someone to chop up your website data to find meaning in the madness!), I’m happy to help.

Will Marlow is a search engine marketing consultant (specialty in Google AdWords, Bing and Yahoo Ads)  who loves helping businesses get found by customers in search results, and he holds four certifications: Google Analytics Certification, Google AdWords Search Certification, Google AdWords Display Certification, and certification as a Bing Ads Accredited Professional.  He also spends a lot of time using Excel.

Marketing Certification Badges