OSEO Boot Camp, pt. 3: Comprehensiveness

This week, I’ll be doing a six part series on Organic SEO, and how to apply best practices to your web content. Read part 1part 2part 3,  part 4part 5 and part 6.

Today’s topic is a short one (I know, I can hear the sighs of relief already). Comprehensiveness is one of Google’s four key product values, and your site comprehensiveness will affect your overall organic SEO results. Whether you have a product, service, message or idea, you want your site to be a comprehensive resource which generates good search engine placement on hundreds of possible search queries, to pages which match that exact user need.

Predict their questions. Provide the answers.Yesterday, we learned to think not just in keyword usage, but search context. You plan for site comprehensiveness by listing all of those possible contexts, and considering how you can incorporate related content or function which delivers that context. Your goal, quite simply, is to have hundreds of site pages which will exactly match one or more visitor needs, generating thousands of possible entry points to your site.

Now, if you’ve been considering or are currently working with a 4-5 page site, that number may seem daunting, but it’s not as challenging as you might think. In creating your context comprehensiveness plan, you have many web technologies at your disposal to make the process of dynamic site updating simple and straight forward, and you’ll be surprised at how quickly your site begins to grow. Consider:

  • A blog updated twice weekly generates 104 total pages a year.
  • One new gallery of 10 images a month generates 132 pages a year.
  • An active user forum can generate hundreds of new pages a day.

Each of those pages represents an opportunity for one or more search contexts in page content, image titles, descriptions, and tags. Additionally, it engages your site’s repeat visitors by giving them new content and additional value. As your site grows more comprehensive, your PageRank follows suit as visitors share specific links to a precise context with others.

Engaging with your site visitors with site interaction is critical for this growth. Not only do user contributions increase your site comprehensiveness by adding questions, opinions, technical reviews and support, they can create new content at a far faster rate than you can, potentially turning growth of several hundred pages to several thousand.

It’s important to remember that the goal here is not to just generate hundreds of pages. The pages need to be relevant to one or more specific contexts, and answer the question or meet the need. Additionally, creating a comprehensive resource is not a project for a weekend, or a month. In fact, planning gradual but consistent site growth over an extended period of time is a great way to achieve tomorrow’s point, which is Freshness.

In summary:

  • Plan for your site to be a growing resource with potentially hundreds or thousands of entry points as opposed to a handful of static informational pages.
  • Engage your audience with interactive content to drive that growth, using content management platforms.
  • Make sure that you are balancing quantity with quality; each entry point should deliver value to the visitor.

If you’re the answer to every question, all roads lead to you.