You know that good content can contribute to a better standing in the search engines, to say nothing of more visitors to your website. But did you know that by making a few small changes in the way you build your content, you can see big returns? Keep reading for some tips.

I got these ideas from Elisa Gabbert's piece for Search Engine Journal. In general, they emphasize the need to use a blend of different kinds of content on your site. Different people learn best in different ways; some are more visual, others more text-oriented, still others are more hands-on. This is why good teachers find several different ways to convey the same concepts to their students – while no one way may click for the whole class, using multiple approaches should mean the idea will eventually click for everyone.

This is one reason you should consider using a video to target a competitive keyword. If everyone else is using articles, you stand to reach a different audience. It's not the only reason, though. Gabbert notes that “In general, at least for now, it's easier to achieve first page rankings with a video. This is because Google likes to incorporate videos into its universal results, so you'll be competing with other videos, not every other page on the web, for one of those first-page spots.” Videos that show you how to do something are particularly in demand; just make sure you do the kind of on-page optimization that's always necessary when producing video content.

Speaking of targeting keywords, I'd guess that your usual approach to targeting a new keyword is to create a new page with rich content, right? Before you do that, think about why you're targeting the new keyword. Is it because searchers now use a different term to find something you already offer? You may want to update an old page, then, rather than create a new one. Gabbert uses the example of wanting to target the phrase “green cleaning supplies” on a site that already features a page for “environmentally friendly cleaning supplies.” As she explained, “An older page that has already accrued links and value often has a better chance of ranking faster than a newly created page. You also accomplish your goal – getting traffic for the desired keyword – while putting in a lot less time and effort.”

Finally, let's take another look at one of those blogging mainstays that everyone loves: the interview with the expert. Sometimes more really IS better – so rather than sending out your questions to one expert, send them out to a bunch of experts in the same field. Gabbert notes that group interviews help you with link building, encourage a ton of social shares, and bring in plenty of traffic over time. Besides, “Unless you have an opportunity to speak with someone really, really famous, the odds are that more people are interested in any given expert's area of expertise than are interested in that particular expert alone,” Gabbert notes. Adding more experts broadens the diversity of your final content, and increases its appeal.

So there you have it: three ways to consider building your content differently. Give them a try; you'll be glad you did. Good luck!

For more articles from Elisa Gabberts, visit WordStream’s Internet Marketing Blog of Smarts. 

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