I get asked this question quite a bit, both from people in the industry and people just starting to learn about the magic of content.
The answer – of course – is both, but perhaps for different reasons.
Larger Sites
Larger sites, especially those that have Google ‘authority’ already can benefit huge, huge amounts with the injection of content to already established pages on their site.
For example, a company that I have encountered recently has 300,000 pages on their site with only manufacturer product descriptions on each page, rendering most of the content on the site redundant. The site has authority, has a great brand name offline and is a real content sleeping giant.
The injection of industry-related, product-related and product-problem related content on the pages of this site should prove to be the making of the site and perhaps even take the business in a whole new direction – that is the power that content can have. How many other things can genuinely change the path that a business could take in the future?
Imagine – 300,000 pages with 400%+ more content on each page on the already authoritative site. Its enough to whet the whistle of any redsaucerer.
So, as you can see, larger sites most certainly can benefit huge amounts by the addition of the right kind of content.
Smaller Sites
Regards smaller websites, the need content just as much as larger, established sites, but for a different reason, which is to encourage Google to firstly fall in love with it – and new visitors of course.
Daily content – and if at all possible, several daily content articles – should be added to new sites to help it find its feet. This can be in the form of an industry blog, something that we incidentally offer to clients, but it is perhaps the best way to establish a site genuinely in an industry, readying the site for domination down the line.
So, back to the answer – it genuinely is that both types of site need it as much as the other. In fact, there is not a site on the planet that does not need at least triple the amount of content that it has of right now.
Tags: content, google, online content, red sauce, SEO