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Tech Zone 24 – Just another WordPress site While browsing the internet I came accross an amazing article from Semrush that I would like to share with you. If you enjoy this article then you can visit the original article using the link to the bottom of this page. You’ve heard people telling you that you need to write in-depth content because that’s what Google wants. And it’s true… the average page that ranks on page 1 of Google contains 1,890 words. But you already know that. The question is, should you be writing 2,000-word articles? 5,000? Or maybe even go crazy and create ultimate guides that are 30,000 words? What’s funny is, I have done it all. I’ve even tested out adding custom images and illustrations to these in-depth articles to see if that helps. And of course, I tested if having one super long page with tens of thousands of words or having multiple pages with 4,000 or 5,000 words is better. So, what do you think? How in-depth should your content be? Well, let’s first look at my first marketing blog, Quick Sprout. Short articles don’t rank well With Quick Sprout, it started off just like any normal blog. I would write 500 to 1,000-word blog posts and Google loved me. Just look at my traffic during January 2011. As you can see, I had a whopping 67,038 unique visitors. That’s not too bad. Even with the content being short, it did fairly well on Google over the years. But over time, more marketing blogs started to pop up, competition increased, and I had no choice but to write more detailed content. I started writing posts that were anywhere from 1,000 to a few thousand words. When I started to do that, I was able to rapidly grow my traffic from 67,038 to 115,759 in one year. That’s a 72.67% increase in traffic in just 1 year. It was one of my best years, and all I had to do was write longer content. So naturally, I kept up with the trend and continually focused on longer content. But as the competition kept increasing, my traffic started to stagnate, even though I was producing in-depth content. Here are my traffic stats for November 2012 on Quick Sprout. I understand that Thanksgiving takes place in November, hence traffic wasn’t as high as it could be. But still, there really wasn’t any growth from January to November of 2012. In other words, writing in-depth content that was a few thousand words max wasn’t working out. So what next? Well, my traffic had plateaued. I had to figure something else out. Writing longer, more in-depth content had helped me before… so I thought, why not try the 10x formula. I decided to create content 10 times longer, better, and more in-depth than everyone else. I was going to the extreme because I knew it would reduce the chance of others copying me. Plus, I was hoping that you would love it as a reader. So, on January 24, 2013, I released my first in-depth guide. It was called The Advanced Guide to SEO. It was so in-depth that it could have been a book. Literally! Heck, some say it was even better than a book as I paid someone for custom illustration work. Now let’s look at the traffic stats for January 2013 when I published the guide. As you can see my traffic really started to climb again. I went from 112,681 visitors in November to 244,923 visitors in January. Within 2 months I grew my traffic by 117%. That’s crazy!!!! The only difference: I was creating content that was so in-depth that no one else dared to copy to me (at that time). Sure, some tried and a few were able to create some great content, but it wasn’t like hundreds of competing in-depth guides were coming out each year. Not even close! Now, when I published the guide I broke it down into multiple chapters like a book because when I tested out making it one long page, it loaded so slow that the user experience was terrible. Nonetheless, the strategy was effective. So what did I do next? I created 12 in-depth guides I partnered up with other marketers and created over 280,000 words of marketing content. I picked every major subject… from online marketing to landing pages to growth hacking. I did whatever I could to generate the most traffic within the digital marketing space. It took a lot of time and money to create all 12 of these guides, but it was worth it. By January of 2014, my traffic had reached all-time highs. I was generating 378,434 visitors a month. That’s a lot for a personal blog on marketing. Heck, that’s a lot for any blog. In other words, writing 10x content that was super in-depth worked really well. Even when I stopped producing guides, my traffic, continually rose. Here’s my traffic in January 2015: And here’s January 2016 for Quick Sprout: But over time something happened. My traffic didn’t keep growing. And it didn’t stay flat either… it started to drop. In 2017, my traffic dropped for the first time. It went from 518,068 monthly visitors to 451,485. It wasn’t a huge drop, but it was a drop. And in 2018 my traffic dropped even more: I saw a huge drop in 2018. Traffic went down to just 297,251 monthly visitors. And sure, part of that is because I shifted my focus to NeilPatel.com, which has become the main place I blog now. But it’s largely that I learned something new when building up NeilPatel.com. Longer isn’t always better Similar to Quick Sprout, I have in-depth guides on NeilPatel.com. I have guides on online marketing, SEO, Google ads, Facebook ads, and the list goes on and on. If you happened to click on any of the guides above you’ll notice that they are drastically different than the ones on Quick Sprout. Here are the main differences: No fancy design – I found with the Quick Sprout experience, people love the fancy designs, but over time content gets old and outdated. To update content when there are so many custom illustrations is tough, which means you probably won’t update it as often as you should. This causes traffic to go down over time because people want to read up-to-date and relevant information. Shorter and to the point – I’ve found that you don’t need super in-depth content. The guides on NeilPatel.com rank in similar positions on Google and cap out at around 10,000 words. They are still in-depth, but I found that after 10,000 or so words there are diminishing returns. Now let’s look at the stats. Here’s the traffic to the advanced SEO guide on Quick Sprout over the last 30 days: Over 7,842 unique pageviews. There are tons of chapters and as you can see people are going through all of them. And now let’s look at the NeilPatel.com SEO guide: I spent a lot less time, energy, and money creating the guide on NeilPatel.com, yet it receives 17,442 unique pageviews per month, which is more than the Quick Sprout guide. That’s a 122% difference! But how is that possible? I know what you are thinking. Google wants people to create higher quality content that benefits people. So how is it that the NeilPatel.com one ranks higher. Is it because of backlinks? Well, the guide on Quick Sprout has 850 referring domains: And the NeilPatel.com has 831 referring domains: Plus, they have similar URL ratings and domain ratings according to Ahrefs so that can’t be it. So, what gives? Google is a machine. It doesn’t think with emotions, it uses logic. While we as a user look at the guide on Quick Sprout and think that it looks better and is more in-depth, Google focuses on the facts. See, Google doesn’t determine if one article is better than another by asking people for their opinion. Instead, they look at the data. For example, they can look at the following metrics: Time on site – which content piece has a better time on site? Bounce rate – which content piece has the lowest bounce rate? Back button – does the article solve all of the visitors’ questions and concerns? So much so they visitor doesn’t have to hit the back button and go back to Google to find another web page? And those are just a few things that Google looks at from their 200+ ranking factors. Because of this, I took a different approach to NeilPatel.com, which is why my traffic has continually gone up over time. Instead of using opinion and spending tons of energy creating content that I think is amazing, I decided to let Google guide me. With NeilPatel.com, my articles range from 2,000 to 3,000 words. I’ve tried articles with 5,000+ words, but there is no guarantee that the more in-depth content will generate more traffic or that users will love it. Now to clarify, I’m not trying to be lazy. Instead, I’m trying to create amazing content while being short and to the point. I want to be efficient with both my time and your time while still delivering immense value. Here’s the process I use to ensure I am not writing tons of content that people don’t want to read. Be data driven Because there is no guarantee that an article or blog post will do well, I focus on writing amazing content that is 2,000 to 3,000-words long. I stick within that region because it is short enough where you will read it and long enough that I can go in-depth enough to provide value. Once I release a handful of articles, I then look to see which ones you prefer based on social shares and search traffic. Now that I have a list of articles that are doing somewhat well, I log into Google Search Console and find those URLs. You can find a list of URLs within Google Search Console by clicking on “Search Traffic” and then “Search Analytics”. You’ll see a screen load that looks something like this: From there you’ll want to click on the “pages” button. You should be looking at a screen that looks similar to this: Find the pages that are gaining traction based on total search traffic and social shares and then click on them (you can input URLs into Shared Count to find out social sharing data). Once you click on the URL, you’ll want to select the “Queries” icon to see which search terms people are finding that article from. Now go back to your article and make it more in-depth. And when I say in-depth, I am not talking about word count like I used to focus on at Quick Sprout. Instead, I am talking depth… did the article cover everything that the user was looking for? If you can cover everything in 3,000 words then you are good. If not, you’ll have to make it longer. The way you do this is by seeing which search queries people are using to find your articles (like in the screenshot above). Keep in mind that people aren’t searching Google in a deliberate effort to land on your site… people use Google because they are looking for a solution to their problem. Think of those queries that Google Search Console is showing you as “questions” people have. If your article is in-depth enough to answer all of those questions, then you have done a good job. If not, you’ll have to go more in-depth. In essence, you are adding more words to your article, but you aren’t adding fluff. You’re not keyword stuffing either. You are simply making sure to cover all aspects of the subject within your article. This is how you write in-depth articles and not waste your time (or money) on word count. And that’s how I grew NeilPatel.com without writing too many unnecessary words. Conclusion If you are writing 10,000-word articles you are wasting your time. Heck, even articles over 5,000 words could be wasting your time if you are only going after as many words as possible and adding tons of fluff along the way. You don’t know what people want to read. You’re just taking a guess. The best approach is to write content that is amazing and within the 2,000 word to 3,000-word range. Once you publish the content, give it a few months and then look at search traffic as well as social sharing data to see what people love. Take those articles and invest more resources into making them better and ultimately more in-depth (in terms of quality and information, not word count). The last thing you want to do is write in-depth articles on subjects that very few people care about. Just look at the Advanced Guide to SEO on Quick Sprout… I made an obvious mistake. I made it super in-depth on “advanced SEO”. But when you search Google for the term “SEO” and you scroll to the bottom to see related queries you see this… People are looking for the basics of SEO, not advanced SEO information. In Conclusion If you would certainly such as to check out even more short articles on search engine optimization after that feel cost-free to search our various other articles. We have many more curated write-ups from semrush as well as I wish you delight in reading them. link to original source
Shetland Wool Week | Shetland Wool Week is a world renowned celebration of Britain's most northerly native sheep, the Shetland textile industry and the rural farming community on these islands Welcome to our November blog which seems to have come around all too soon. As has been the case of seemingly every other month this year, life continues to remain predictably unpredictable around the world, with many of us back in lockdown or adjusting to the ever-changing rules and regulations during this challenging time. While the freedom of spontaneity currently eludes us, it seems like the most meaningful way forward is to embrace a spirit of acceptance and the hope that 'this too shall pass'. In Shetland the short days and long nights have started to set in and at times it is tempting to retreat and close the doors, but now, more than ever, it seems essential to continue to reach out, stay connected, and keep moving. We've been reading various articles on the 'Art of Wintering' which address the 'fallow periods of life' when it's important for us to indulge in a bit of repair time. So we're stockpiling the freezer, building up the wool reserves, noting down books to be read, researching festive recipes, and trying to continue the daily routine of getting outside and absorbing as much natural light as possible. This can be a challenge when there's a force 9 'blowing a hoolie', but it's exhilarating and life-affirming - and there is always the calm after the storm to look forward to. Photos by Alex Mazurov Shetland Wool Week online 2020 has in many ways forced us to approach things differently, to rapidly adapt and learn new skills. We were delighted to bring you a Shetland Wool Week of sorts this year virtually. It put many of us beyond our comfort zones and it was difficult to know whether we would be able to meaningfully capture the excitement, personality and breadth of SWW. But what was achieved was in many ways a true reflection of the ethos of the festival, with so many people generously stepping forward to offer their time, share skills and talk with passion about Shetland and give a taste of what happens during a typical Wool Week. It was a busy nine days for us to deliver it all digitally but it was an honour to share such rich content. Thanks for joining us, and here are just some of the comments we received: Thank you so much for the programme you put forward. It was great. High quality and you managed a real Wool Week flavour to it. So very inspiring! I learned many new things from this video, thank you so much. This was lovely. Really enjoyed learning the history and seeing the creativity involved. It is inspirational to even those of us who live far away today. What a gift you all bring. I was at Wool Week last year and had such a great experience. I've knit the Katie's Kep with all the beautiful yarns that I brought home from your beautiful islands. I've always wanted to go to the Shetland Wool Week and this fabulous video has confirmed my feelings that Shetland is truly a knitter's paradise. For someone way on the other side of the world who hasn't been more than 30 miles from home since March, your efforts to bring Wool Week to us is such a gift and appreciated more that you can imagine. Thank you so very much. Watch here If you were unable to join us much of the content is still available to view via our Shetland Amenity Trust YouTube channel and also on our Instagram IGTV. So whether you're looking for tips on how to create the perfect thumb; hints on how to simplify grafting, observations on Fair Isle knitting; or thoughts on what makes the native Shetland sheep wool so very special; there is something for everyone, with lots of Shetland scenery, chat and good humour thrown in too. Shetland Wool Week Annual 2020 Image on the right by @ullstugan Straight on the back of Shetland Wool Week we were busy fulfilling orders of the SWW Annual 2020. Thank you to all of you who have bought it so far, and for those patiently waiting for their copy. We are on top of all our orders, so if you would like to buy one (more!) for yourself or as a festive gift, now is the time! The Annual is £21 and can be bought here. Filled with original knitwear (and weaving) designs and features, it's packed with inspiration and is a beautiful collector's item too. It has been so gratifying to see it in your hands and already projects are beginning to come off the wires which we are sharing via our social media. Check out our blog too for more images of works in progress and finished projects. Remember to share your knitting projects with us too using #shetlandwoolweekannual2020 and the name of the design. Images from top: Jolene Clark in her Radiant Star Cowl by Ella Gordon; a blue Peerie Leaves Jumper (Ella Gordon Designs) knit by Sarah Moran of @didyoumakeityourself; @vonpoppie rocking her Da Skaw Beret by Angela Irvine; and Marta of @mrsdaftspaniel in her colourful Mirknen Dags designed by Elizabeth Johnston. Be inspired by the Shetland Wool Week Annual knitwear designers Watch: Many of the designers also recorded us a short video introducing themselves, explaining the inspiration behind their piece and also a few tips along the way. You can watch them on our SWW Instagram IGTV and Shetland Amenity Trust YouTube channel. Hear from Donna Smith; Rachel Hunter; Terri Malcolmson; Emma Geddes; Alison Rendall, Elizabeth Johnston; Ella Gordon Our Shetland Wool Week Annual technical editor Steph Boardman has also written a really helpful post on Alyssa Malcolmson's 'Bosie Gloves', which are featured in the Annual. Steph casts her analytical eyes over the design, and takes a closer look at some of the smaller details as well as offering alternative colours inspiration. Acts of Kindness – A Peerie Hansel fae Hame (A little gift from home) Throughout this year, we have seen many acts of kindness, from people helping their neighbours, collecting shopping and prescriptions, or simply by reaching out and keeping in touch. As an island community one group of people in our thoughts during lockdown has been our young people who have travelled off island to study at university. For many this has been their first time away from home. When our colleagues at the Shetland Museum learnt that around 400 Shetland students on the mainland were unable to travel home, they decided to set up a community project to express its support by sending a peerie 'hansel' (gift) from home. The idea for the appeal was inspired by a Fair Isle jumper on display in the Shetland Museum galleries. The much loved and well-worn jumper was a comforting reminder of home for its owner, a WW2 soldier, whilst he was away from Shetland. A local appeal was set up asking for donations of knitted hats, scarves, gloves, socks or a headband which would be passed on to students nominated by families or friends. The result was an impressive array of hand knitted items made with love. There are some beauties there and we are a teensy bit envious of the recipient. They are now all packed up with a few extra Shetland treats ready to make their journey south. A huge thank you to everyone involved and for restoring our faith in the kindness of others. NEW PATTERN: Katie's Cowl We have also launched another woolly project of our own. Wilma Malcolmson has created a final pattern as part of her 'Katie's' series. It has been unusual for our SWW patron not to have attended a physical event, but Wilma has been working away behind the scenes on this new pattern, amongst many other projects, just in time for the colder season. We've already shared her wonderful Katie's Kep and Fingerless Gloves; and now we bring you her Katie's Cowl just in time for winter. The pattern features three different colourways from Jamieson's of Shetland; Jamieson and Smith; and Uradale Yarns. It's a lovely size that's very versatile and adds a stylish extra layer during the chillier months. The pattern is available to buy for £5 as a digital copy from our online shop, so no postal charges or long wait this time! All proceeds will go back into the event. BUY HERE Shetland Place Names A vast quantity of local Shetland names are preserved in a strong oral tradition. In 2001, Shetland Amenity Trust recognised the importance of recording these before they were lost forever. Eileen Brooke Freeman has been posting weekly place names posts throughout the year which provide vital clues about the environment, history, geography, and the people who lived in Shetland in the past and how they used the land. Painstakingly researched with plenty of images, it's a fascinating series. One of particular interest is on sheep-related place names. Here Eileen talks about the dialect words associated with sheep and wool and particularly the place-names that reflect where sheep grazed, rested or were caaed (rounded up). Lambs and sheep appear frequently too – think of 'Sheep Craig or Sheep's Rock' on Fair Isle, which rises to 132 metres and adjoins Fair Isle by a steep but impassable rocky ridge. Check out the blog post and view some stunning black and white photography from the Shetland photographic archive too. #Wovember Something else we have been following with interest is the #wovember photo campaign on Instagram, led by @unravelfestival. It's been fascinating to see so many references to Shetland Wool Week and Shetland Wool, too. Check out @janettebudge; @shetlandhandspun; @emilycpoleson who have been keeping up with their daily posts or follow #wovember for more insights into the multifaceted world of wool. The contributions are often personal and thought provoking and evoke great emotion, especially when reading of the 'comforting balm' and 'joy' that knitting and wool brings to so many. What a wonderful community to be part of.
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