Thick and Thin Content

Let’s admit it, we’ve all tried this before…

Chucked in every single keyword under the sun in one paragraph, uploaded it on a website and expected that surely by the next day it will be ranking number one on Google.

If only it was that simple.

What is Thin Content?

One mistake that businesses who manage their own SEO often make, is that they create content that has no substance. In an SEO tactic to rank higher on competitive search engine pages, many companies publish pages that hold absolutely no value to the reader.

“Thin content” has become a major issue for those in the digital marketing field, as poorly written websites are ranking higher than sites producing content that users are genuinely searching for.

The KEY!

There is an assumption that pages with minimal text are last to rank, however it is usually the complete opposite. The phrase “quality over quantity” definitely applies to your SEO.

The tables are turning! Google notices pages with “thin content” and have been prioritising sites with minimal text that hold actual value for what the user is looking for.

The key to high ranking search engine results is to focus on content that provides relevance and quality to your page. Google tries their best to provide the user websites that hold their search intent.

How to FIND thin content on your website?

Alright, we hate identifying problems, but to reach the top of the ranks – it is super important to update what is working and what isn’t!

We suggest going through your website’s analytics and finding the pages that have the

lowest traffic and highest bounce rate

Having these two insights can help a heap when finding thin content, because you see exactly what your readers are steering away from. These are your problem areas and that’s exactly where to begin!

How to FIX your thin content?

So, we’ve found the problem areas – now to work on it.

First, DO THE RESEARCH on what keywords are ranking in your field. Google AdWords Keyword Planner and SEMRush are two extremely helpful keyword research tools that can provide what are the most popular keywords that users are searching in Google.

And these keywords are exactly what to use in your content! Include these words on your pages and see if this helps your reach online!

But remember! Don’t go overboard! This is what thin content is all about

Do’s and Don’ts

Let’s have a look at an example:

“SEO helps Google find your site and rank it higher. If you’re using Google but a website doesn’t use SEO, you won’t find that website on Google. However, if they had SEO, they would be easily found on Google, and this is thanks to SEO.”

This was written with the keywords ‘SEO’ and ‘Google’ in mind, so that the page gets ranked higher. However, Google is CLEVER, and can easily pick up on what content has been written purely to rank higher and that does not to provide quality information to the reader. This will shoot your rankings down and will critically affect your website!

Let’s try again:

“By using SEO, you are making it clear to search engines that your site is

highly relevant for the products and services you provide. Google indexes websites daily, and when it sees lots of links back to your site for particular search terms, it boosts your rankings so you’re more visible to potential customers.”

WOW! There we go!

The keywords are still in there, but they are evenly distributed, and the text is both informative and engaging to the reader! BINGO!

With the pages that aren’t ranking well ask yourself:

  1. Am I providing quality information to the reader?
  2. If I was a reader, would I find this interesting?
  3. What can I do to change the quality and engage the reader?

Analyse the content by keeping these three things in mind. Alter the content to keep it engaging and make sure the content stays relevant!

Going through your website often and auditing the current content can make a significant difference to your SEO.

Your specific audience is looking for relevant information and as a business, your goal should be to relate directly to them, focusing on their needs.

Written by Haley Evirgen – Content & Social Media Executive

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