How to survive content in an era of information explosion

Every minute thousands of people give birth to tons of texts. There are dozens of exchanges and thousands of authors knocking on the keys around the clock. But almost all of these texts are doomed to loneliness. They simply fill the void of the site, giving its owner the illusion that he is developing it.

The amount of information on the Internet is growing like an avalanche and doubles every two years. Those. in two years, as much information is produced as in the entire previous period of the entire digital history of mankind. An information explosion leads to a depreciation of the information accumulated earlier and produced now. Tons of garbage text every minute covered with a layer of the same garbage.


Search engines for each search query are littered with thousands of pages, so they can filter out most of them at the initial stage without regret. The top issue also contains only 10 positions, and the number of applicants for prizes has increased many times. Search bots are already ignoring entire sites. The only opportunity in this situation to somehow stand out among competitors is to improve the quality of information.

What does text quality consist of?


The most important value of the article is the answer to the user's question. If a person has not returned to the search after visiting your page, it means that it is your page that gives an exhaustive answer. Such content will go to the top.

In order to understand what exactly a user means by a particular query, it is necessary to collect statistics of search queries, understand and sort everything out, i.e. by clusters. Many queries are not so obvious, and here the semantist’s skill is to find all possible synonyms and take into account negative keywords.

Sometimes you have to study search results - because if the query is uncertain, then search results will immediately show in percentage terms what exactly people mean, because search engines have statistics. Users, daily clicking on snippets, vote for the answer they like.

Naturally, collecting and clustering semantics is manual work. There can be no automatic semantics.


This does not mean the simple implementation of keywords, but the completeness of the answer to explicit and hidden user requests. The search engine has statistics for search queries, and he knows that, for example, after the query “late for the flight, what should I do?” You will be 90% likely to enter the next query “can I return the ticket if I am late for the flight”. Therefore, a page with answers to the entire chain of questions will get a better position.

Thus, high relevance is achieved not just by registering keywords, but by collecting and grouping all the same type of search queries. Links to related queries on the same topic should also be on this page. Surrounding content is a great opportunity to add value to a page on a given topic.


It is important that search engines measure their uniqueness not in the same way as popular services - by simple comparison of words. The search engine algorithm compares the structure - the size and order of paragraphs and subheadings. Even a deep rewrite does not change the structure of the article and search engines see that the article is just a copy.


It is easier for a person to perceive structured information in the form of lists and tables. Pages with the right formatting will have higher behavioral factors. Search engines also know about this, so they immediately give pages with a variety of formatting an advantage over the "footcloths" of the text.


A man asked a question and is waiting for an answer, not a stream of philosophical thoughts of the author. But each copywriter fancies himself at least Count Tolstoy and will certainly dilute the text with a piece of lyrical and artistic vomit.

Search engines understand very well whether a person has read your text to the end or not - by scrolling or dividing the time spent on the page by the number of characters. Brevity is not only the sister of talent, but also the key to high behavioral and, accordingly, positions in extradition.


But a quality text has one big minus - it is expensive in the understanding of an ordinary person. I constantly hear stories about great cheap articles. We also at one time produced cheap content. And here's what I tell you - this cheap content is more expensive than the most expensive article.

Let's count, taking the numbers from our last case “During the year, traffic grew 48 times. How we promoted ”.

During the year we wrote 106 articles and the monthly traffic to the site grew to 3143 people.

Then we began to write normal content, taking into account users' search queries, and collected 580 articles in a year. Monthly traffic grew to 155,338.

It turns out that a cheap rewrite leads to 9 times less traffic. Moreover, it is only 3 times cheaper.

And such figures are on average for all sites that we translated into quality content.

The other day there was generally a comic event. My client was told in all seriousness that he was overpaying us and was offered a tariff 40% lower. As an example, a site was shown on which there were 3 thousand pages and average daily traffic ... of 130 visitors.

Naturally, there is no point in talking about any effectiveness of such articles. People sell articles that initially will not bring traffic, but will perform a decorative function. And this situation, unfortunately, is considered normal.


Of course, not all quality articles will lead thousands of visitors. A lot depends on the competition and search engine algorithms. But the most important factor, after the quality of the content, is the trust of the site itself.

On powerful sites, an article can bring hundreds of visitors a day in a few months, and on zero young resources such indicators can be expected for a couple of years.

Here is our article about smoking in Vnukovo , which leads to the site 10 thousand visitors a month from a search, and this is far from a record.

Instead of producing tons of meaningless phrases, you need to look towards even greater improvement in the quality of content. In order to attract and retain the user's attention tomorrow, it is necessary to switch from optimized to expert content, which will carry, in addition to information, a personal examination of the author and his emotions. You should always run a little ahead of the engine so that your article is competitive for as long as possible.

The top of search results is a marathon race, and the coach who will prepare one champion, and not a hundred mediocrity that will not run half a way, will win it.

But, contrary to common sense, people continue to knock on the keys, generating more and more variants of hackneyed phrases that will never be read by anyone.


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