Your Website Content Needs To Be 10 Times Better: Here’s Why

Mike McGovern | Jul 29, 2015

This week at Resource Friday, Daniel Klotz, Senior Strategist at YDOP, shared about content creation and the new “10x better” standard for website content quality.

Whenever a new idea, behavior, or product is developed, widespread adoption among society does not happen immediately. Instead, you have early adopters, late adopters, and people in between.

This idea that some people are more accepting of new concepts/products/innovation and allowing it to change their lives is known as the Theory of Diffusion of Innovations. The theory divides society into 5 categories: the Innovator, Early Adopter, Early Majority, Late Majority, and Laggards.

What we’ve observed is that most local businesses tend to fall into either the Early Majority or Late Majority, at least in terms of their approach to Internet marketing. This is a good place to be. As shown in the graph, the two tails of the bell curve carry excessive risk and often do not lead to profitability.

10x Better Content. Really?

Good, unique content used to be the goal. That standard simply isn’t cutting it anymore.

Why?

• User experience is a much bigger element in search engine ranking algorithms
• Earning links with your website content overtook link building
• The rise of content marketing — there’s a glut of “good, unique content” out there
• User expectations have gone crazy

Rand Fishkin from Moz points out in Why Good Unique Content Needs to Die — good, unique content is too low a bar to set because almost anyone can do that.

To rank in today’s search environment, your content can’t merely be “good enough.” Your goal should be to look at the best content that’s on the web right now and then create a page 10 times better than that.

One way to start improving your web pages is to look at them and ask: What’s missing?