What’s the path of least resistance for getting your existing body of content to work for you?
I’ve been working on this question for a few months now. It’s a tough one but I think I have it. It’s the first, and likely your biggest, content lever: organization.
It’s the only lever that results in traffic, subscriptions, and sales impact.
Without good organization, it’s impossible to tell what’s important on your site.
Inevitably, users and search engines will default to whatever signals exist, typically:
- whatever your latest posts happen to be about
- whichever pages get the most inbound links
- something you wrote about once and, since Google doesn’t have a better result for it, you get the wrong kind of traffic
Unorganized content creates confusion. A confused person will never buy, let alone give you their email address or the attention required to meaningfully interact with your content.
Simply by doing some tidying up, we can prioritize key content, signal to Google, “here is my most authoritative content,” and help users to self select what’s most relevant given their situation.
Almost anything takes priority over organizing a site. I would rather vacuum under my bed. So to get through it, it needs to be as painless, clear, and streamlined a process possible. I’m working on a framework to do just that.
Is restructuring your content something you think about? If you haven’t done it, I’d love to know what’s holding you up. Just hit reply on any email and let me know.