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A good SEO once told me that one of his first SEO tasks is to kill low-traffic pages.

I get that. But low traffic doesn’t mean low use.

Before you kill content, you need to be sure that the content isn’t of use.

You might test this by promoting on social, even spending a bit of money to boost a post. That way you’ll know if the content is useful to your customers.

The thing is, it doesn’t have to be just SEO content or regular content. It should be SEO content and regular content.

“Content bothism” means using both types of content for your website. You can have the best of both worlds. And very often, that’s how you can build a powerful online presence. 

So, what types of regular content can you create for people that don’t leverage search?

Through email interviews, their site has hundreds of great start-up stories.

And they haven’t had to write them. This has provided their site with over 4,000 case studies.

Even if you manage to read them all, they keep adding more each week.

None of these are written for search engines, but the volume and the nature of the content are a magnet for readers. 

Content curation is nothing new. Websites have been using content curation for years, and Reddit is arguably the best on the web.

But when you add your unique insight, you tend to create a new version of the content.

Marketing Examples is an excellent example of this. The best marketing examples are curated in one location, with unique views and images.

We’ve all heard the stories Google is losing market share to TikTok.

We all hate reading an article that is thin and only ranked because of the power of the domain behind it.

Hopefully, recent algorithm updates will change this. But if we want SEO content to be better, SEOs and their content writers need to change this.

So, what do people want from good SEO content?

Good SEO content answers the search query and adds what wasn’t there before.

It’s the proper combination of content writing and SEO content writing. You answer the search query, and then you go beyond.

Seth Godin has some excellent tips for writing blogs that work well.

“Cross out every sentence that could have been written by someone else, every box check, every predictable reference. Now, insert yourself. Your truth and your version of what happens next.”

While we don’t want to cross out every sentence, excellent SEO content must add your unique views, experience and truths.

And if you’re struggling to see examples of this in action, look no further than the Backlinko blog.

Brian Dean created a blog that didn’t just leverage search. It leveraged both humans and search engines.

Dean creates content for search engines and still adds unique angles and experiences.