The Original Recipe: How a Proprietary Method Makes Our Content Exclusive

By Vladimir Shvorin

What does it really mean to have original content? It has nothing to do with unique content, although that’s a factor. Duplicate content may be the bane of any SEO-focused content writer, but once you move beyond that, one must consider the traits that distinguish content in ways other than writing quality. Originality can weigh heavy in such an assessment. Content that features an added wrinkle — something that creates a competitive advantage — is a disruptor of the playing field. We give to you: Valuescaping.

Introduction:

A wave of opportunity has emerged for companies that are willing to — oddly enough — think in terms of revenue. When Exclusive Concepts set out to change the way its clients thought about content, it did so by taking the path less traveled. At the time, rankings were the final measure of success for every word of visible content on a website. These factors were disproportionately important to the rest of the world, and even we were guilty of investing undeserved time and effort into trying to control search rankings. Google, of course, has been wrestling to pry control of rankings away from individual site operators and into the hands of the masses. Because of these developments, we created Valuescaping, a content-based service that’s designed to increase revenue for our clients.

The Inner-Workings of Valuescaping:

At its core, Valuescaping relies on a blend of historical data, revenue-driving pages and more to generate bottom-line results. Valuescaped content is rolled out in campaigns to accurately track and measure results. Once it’s compartmentalized, we’re able to isolate the results that our content generates — this is where a stark contrast between pages with Valuescaped content and those without it is often seen. The key elements include:

  • Content lengths that aren’t considered thin by Google’s standards
  • Campaign-based deployment that’s focused on ROI
  • Targets pages based on their return potential

Valuescaped content doesn’t require a drop-off in writing quality, either. It possesses all of the same features that every piece of content that our talented team of writers produces. There isn’t a gimmicky formula at work here, stifling the hallmarks of effective content. And this can have an immensely positive impact on conversion, bounce rate and the amount of time a visitor spends on a page, too.

Google has provided ample direction on what constitutes content that, to use the word that’s most often thrown around, is “good.” But good content can look a lot like its counterpart, “bad” content. Knowing what separates the two empowers you with the ability to control which kind of content you’re creating. By default, every website that sits high atop the rankings must possess good content, in some form, since the Panda update was released in 2011.

To be sure, the Panda update (as well as other updates such as Penguin, Hummingbird, etc.) represented a seismic shift in Google’s ranking algorithm. Quality, for the first time, wasn’t subjective. Research fueled the update, which relied on manual evaluators to look at websites and identify low-quality content. Google was able to emerge from this process with a wealth of research about the traits that low-quality content possessed. What did Google do with this knowledge? It smartly used machine learning to mimic the human evaluator’s judgments and set the machines free by making them a part of its ranking algorithm. And that’s why websites with content that is of little value in Google’s eyes will never able to achieve a prominent placement in search results.

How Valuescaping Benefits Your Business:

  • Campaigns make it easy to see how your content is performing.
  • There’s a direct correlation with your bottom line. Performance is measured in the most basic terms.
  • It isolates content ROI, which is an inherent challenge that must be overcome when assessing your content’s effectiveness.
  • We deploy new content in optimized campaigns that track revenue and maximize your ROI.
  • An in-depth content performance breakdown eliminates the question marks.

Why Focus on Revenue?

It’s the lifeblood of an organization. Companies offering White Hat SEO that generates instant results are overpromising at best and being dishonest at worst. SEO takes time. Every successive algorithm update attempts to minimize the ability any single Internet entity has to artificially change its position within a search results page. Think about it. Every day, the restrictions are tightened for two reasons: first, as a deterrent for ill-intentioned practices, and second, to improve the quality of the search results a user sees. As frustrating as it can be for e-commerce companies with high expectations, real-life parallels show that it makes plenty of sense. A mom-and-pop store inside of a strip mall doesn’t dethrone the behemoths overnight. Similarly, a new e-commerce startup shouldn’t be able to find itself at the top of the rankings, unless it qualitatively and quantitatively deserves to be there. This leads to an important question: how do search engines determine where each result should rank? One signal that search engines weigh heavily is content.

Don’t Take a Passive Interest in Content

To be sure, Google deeply cares about the quality of your content. So much so, in fact, that it allows your content quality to influence your search rankings. Think about what this means for a moment. Google believes so strongly in the power of content that it will allow more people to organically access your website when you use content as it wants you to. With Valuescaping, you’re getting content that is crafted to Google’s specifications. Every detail is pored over in the creation process to make sure that you’re getting truly optimized content. With this as the fundamental building block, a Valuescaping campaign is then constructed around your website’s revenue-driving pages and keywords based on historical revenue data, proprietary keyword research and performance forecasting.

What is the Future Impact of Content?

A discussion on the future of content will provide a number of competing opinions. Some believe that it will morph. Others imagine that it will remain unchanged well into the foreseeable future. What all of these people have in common is that they are — or at least consider themselves to be — experts in the field of content. The fact that they share this trait yet differ wildly on the future of content should be an indicator of unpredictability. Anything can happen. But there are a few outcomes that have a higher probability of happening when considering past, present and future factors.

The written word will never lose its standing as a fundamental form of communication. As simplified as this argument is, it’s rooted in common sense. No search engine can eliminate the role content plays in search results — the two are inseparable. There’s little doubt surrounding the idea that content will continue to be a driving force in the interactions between users and websites.

For an in-depth analysis that supplements the ideas that are touched on in this post, this SEOmoz.org article artfully explains how engagement metrics, machine learning, linking patterns and a number of other factors determine how Google views your content.

Sustainable SEO and Valuescaping: A Picture-Perfect Pair

An important distinction between Valuescaping and generic content is that Valuescaped content is designed for short- and long-term results. Performance generated by generic content can be temperamental, as it makes your website more susceptible to unpredictable shifts in the market and the whims of your customer base. Valuescaped content comes with a level of future-proofing that’s built around your company’s strengths. It’s capable of paying dividends quickly in extreme cases, but over the long term, you will minimize your exposure to the volatility associated with cutthroat keywords and search rankings, which are the basis of generic content.

In order to further boost ROI, Valuescaping campaigns can be revised to include new data attained during a previous campaign, additional relevant page details and a more robust word count.

Consider Your Options

Link-building is falling further out of favor with every successive algorithm update. There’s no avoiding it: old school SEO simply doesn’t work anymore. Site-wide footer links, keyword-stuffing and link-spamming are dated practices that will do more harm than good for your website (and may even result in a penalty, if you are egregious enough). Just a few years ago, you could manipulate your rankings at-will using these same techniques.

The silver lining is that a relatively small number of companies have invested in content to the extent that they should, given the tepid results old-school SEO is able to generate. While most companies are perfectly content with chasing the SEO dragon, others, like our clients, are actually seeing results where they count most: at the revenue level.

We’re here to answer questions and explore intriguing ideas. If you would like to add to the conversation, we can be reached at mailbag@exclusiveconcepts.com.

 

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