As every Search Engine Optimizer knows, content is, and always will be, king. Creating content is one of the best and easiest ways that you can increase your site’s ranking and authority. Google frequently reminds SEO’s and site owners that content is one of the three critical ranking factors for sites, along with links and meta descriptions/titles. Frequently putting new content on your website is one of the best things you can do to help your site’s rankings, as Google’s bots crawl websites in order to keep track of the content that is being posted to show the most relevant answers to user inquiries. With that being said, a recent study confirmed that the majority of content being posted by site owners has a critical mistake that prevents it from ranking at all!
Blog Structure Errors
While most users would assume that there is something wrong with the content itself that prevents it from ranking, it is actually related to another issue that many site owners and SEO’s likely wouldn’t consider. The issue that is preventing this content from ranking is something called “link depth.” This measurement has to do with how many clicks it takes to get from the home page of a site into a particular page. A recent study found that in a sample size of over 1,000,000 blogs, the average link depth for these blogs was 5. This means that on average, it takes 6 clicks from the SERP’s to reach this content.
While many users may be wondering why this is an issue, as even a blog that takes five clicks through a site to reach is still relatively easy to find, having content that is buried that far into a site will make it nearly impossible to rank. The only exception to this rule is if there are a number of external links pointing to it, which an average piece of content will not have. Furthermore, the study found that over 30% of those million blogs were at least 21 clicks away from the homepage! The key takeaway from this study is that if you have a great piece of content that isn’t ranking well, you should take a look at how easy it is to navigate to it. If there is a way for you to make it easier to reach, perhaps from your homepage itself, try to link it in a better location on your site.
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