Where content is the product.
THE OPPORTUNITY
Content sites can rank for many specific queries, accumulating traffic across hundreds of pages rather than a handful.
WHAT WORKS
Depth on a defined subject rather than breadth across many Answering specific questions thoroughly Consistent publishing over years Internal linking between related articles Updating rather than only adding
STRUCTURE
Organise into clear categories. A blog where everything is in one undifferentiated stream is harder to navigate and harder for engines to understand.
Link related articles to each other.
WHAT TO AVOID
Thin posts published to maintain a schedule Tag archives creating hundreds of near-empty pages Duplicate content between categories and tags Publishing without a reason anyone would search for it
MONETISATION AND SPEED
Advertising scripts are frequently the slowest part of a content site. Balance revenue against the experience, since a slow site loses the visitors the advertising depends on.
UPDATING
Old articles that still rank deserve maintenance. A post from three years ago bringing steady traffic is worth an hour's revision.
