2005: Content is King
2010: Useful Content is King
2022: Specific, Unique, Updatable Content is Required
The evolution of website content from junk articles that were 250 words of unreadable drivel to the content today, took 15-20 years. These blog articles were ranking well and linking back to appropriate pages because that strategy fit in neatly with Google’s algorithms available at that time.
After J.C. Penny, and many other e-commerce companies, used the 250-word blog strategy to a fault, Google made sure that content would have to be a little more useful. They attacked the problem aggressively.
The invention of Google’s Panda Algorithm in 2011 was meant to eliminate content farms and the terrible content that flooded Google’s first 3 pages. This poor content was ruining search results and Google knew it.
After Google’s Panda Algorithm, search results were better, but still littered with garbage content that only served companies with large budgets.
Google has since sunsetted Panda and replaced it with a new powerful algorithm.
Individual bloggers with useful information and expertise were being “hip-checked” with every algorithm update. The more stringent Google became, the fewer individuals could be found on top pages. Today, the top spots are almost all reserved for the largest corporate entities.
Fast forward 10 years and every SEO worth their salt knows that 10X content (content that is 10 times better than what is currently online), also known as Skyscraper technique, rules the SERPS (search engine result pages) for many keyword phrases.
Producing a new piece of 10X content seems easy, but the manual process is arduous. John’s two-year content strategy, if it proved anything, proved it took a lot of resources to create good informational content - but it produced very little revenue.
Later... I gave them a homework assignment, to write content for 5 products each and to keep account of how long it took.
The average time to write descriptions for 5 products was just under 2 hours each. At that rate, the total time to write 10,000 DSW Shoe descriptions would be:
Function-driven content can be written for over 10,000 shoe products that automatically updates incentives, benefits, and social proof in under 8 hours.
Chapter 8: Segmentation
This is the new paradigm of e-commerce search engine optimization.
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