This year has seen the business of SEO change forever. So much so that search engine optimization is no longer an adequate definition for the complex roles involved with managing content to reach the top of the search engines. Fresh content is now highest on the agenda, but there is still more to do to maximize the ranking potential of your site. You will need to manage existing content as well as organize and write continuous fresh content for your website, this means going over past posts and old pages and giving them a refresh or even a redirect to meet the new search engine criteria for finding quality pages. If you are struggling to keep up, chances are you need to hire but what exactly do you need a content writer or content manager?
The Content Writer
Whether its you or any number of employees, you will need at least one of these to fresh content for your website or for external blogs, websites or press releases. You will need to establish guidelines for best SEO practices; they may not have had any formal SEO training. Content writers rarely have the skill to initiate improvements to usability, web design or implement new SEO techniques. They will probably not be the best person to go over old content and refresh you site.
The Content Manager
Depending on the size of your business, most businesses need to employ a content manager. Content managers should look at the bigger picture and make recommendations for every aspect of your SEO campaign and general Internet marketing efforts. They may recommend adding links to old content, make sure all of your site is spell checked, check for grammar, and make sure you do not have any broken links. They should make recommendations for improving anchor text. A content manager should be constantly finding new places to publish your content, building relationships, and sourcing quality writers to create content for your marketing.
Deciding who to hire?
If you have an established website with thousands of pages you really need a content manager, that is not to say you wont also need a content writer too.
Content Management is Project Management
If you have already got thousand of existing pages it may seem a daunting task to go back and edit them all, especially when you are also in charge of publishing regular good quality content. A content manager needs great project management skills. Like anything else a big project is best broken down into bite sized pieces.
Start with a category or a definable group of pages add links to categories and relevant articles already on the website. This will reduce your bounce rate and improve the performance of the pages you are linking to. Spell check as you go along. Once one section of the site has been cleaned up, move onto the next one.
- Delete, redirect or rewrite any weak, out of date content.
- Make sure the content you are linking to is relevant to the page you are linking from. Vary your anchor text, have a list of possible anchors.
- Make sure that all new articles include the correct links before they are published. Articles provided by external sources need to be checked and links tested before publishing.