Semalt: Content Velocity And Why It Matters To Marketers 


Semalt SEO experts explain that measuring your content velocity is an important activity for any website. This is particularly important if you are looking to gain valuable and actionable insights to improve your strategy. Quality over quantity right that has been the message of SEO. Having 10,000 bad articles on your website would only cost you money without bringing any returns. 

While this is true, it is also important that you note where you stand with your competition. Having 5 high-quality content on your site is great but having 10 high-quality content is better. This is why it is good to know the amount of content being created for your website and your competition.

For example, let's say you create very high-quality content once every two weeks or on a monthly bases. Your competition, on the other hand, is creating at least two high-quality content at that same time. In comparison, another competitor is creating 4 times the amount at the same time.

Who do you think wins? 

The website creating the most high-quality content wins. And you want to win, don't you? One funny thing about the SEO industry is the ability to mark things evil. You often hear people say when you do too much, or you might cause more harm than good. What they fail to tell you is that with SEO, if you can do more and do it correctly, you've done the best thing possible for your website.

Having as much high-quality content as possible for your website is amazing. This gives your webpages and the entire website more keywords to get ranked on, more information, and a wide range of other benefits. This is why content velocity is so important.

What is content Velocity?

Content velocity is simply measuring the amount of content a brand is publishing during a particular period. When you want to compare your content velocity with that of your competitors within a given period, you would simply measure how much content all parties put out in a given period.

Why does your content velocity matter? 

There are several benefits of knowing your content velocity, but this depends on the point you're trying to make. However, here are some universal advantages.

You can demand more resources.

One advantage of this information is that it can be developed to get more resources, producing content your readers can read. Executives hate losing, but they love being ahead of their competition. When you study, your content velocity is a great way to prove to your executives that you need more resources to produce better content. Regardless that your objective of doing this is to catch up, overtake, or to continue staying ahead of the competition.

You can determine your competition's resources.

On the opposite side of making a case to have more resources diverted to your department, you can also feed the executives useful information on how well their competitions are fending. This isn't hard to figure out as more content most likely means something's going on over there, making them improve. And fewer contents means things aren't as good as they previously were. This helps you and your executive team as they will begin to as a critical source of information.  You can also determine if a company has a large or small team if they hire freelancers or a mix of both.  This information can be of great use to you as you plan your approach.

Estimating the cost of content

Using this information, you can estimate the content budget of your competitors and how much it will cost you internally. Although this is only an estimation, it gives a clear picture you're likely to spend if you plan on making the content program you want to run.

Your business team can then find an approach that can help it work in your budget. 

How to calculate the content velocity

Calculating content velocity can be pretty simple or quite complicated. In its simplest forms, it could be done by using only a couple of standard tools that most SEOs have access to from the likes of SEMrush and screaming Frog. For this method, here are a couple of steps.

The first thing you'd want to do is get the Blogs/Articles pages that exist on the site. All you need do is go into SEMrush, ad filter those pages URLs using the URL filter function. Once it's done, you export the final list. Calculating your content velocity is so important we have an entire article dedicated to explaining it. 

Next, you take up those URLs and put them onto a screaming Frog and set up a custom extraction. This pulls out the publishing dates of the content on these pages. You can then analyze how often contents are being created for the site at different periods.

Here are some of the most popular types of extractions for publishing date through XPath  and RegEx are:
  • Metadata
  • Article schema
  • Blog posting schema
While these wouldn't address every site, navigating those sites to see how the publishing dates are handled wouldn't be so difficult. You can also set up custom extraction from there. Once the crawl runs through the URLs, you will have a list of the publishing dates.

This helps you see the amount of content that is being created for some time.

Note: you should try to pull the author of the article if available during this process, we will discuss later on in this article. 

You can repeat this process for all your competitors to have a detailed database of their velocity metrics and compare who is currently winning and losing. To have a more detailed analysis, you can look into other metrics, such as word count. With this, you will see the length of each content and the estimated cost spent on each page of content.

Their spending is a clear indicator of how much you need to spend to compete. To do this, all you need is to keep your ears open to find out the estimated cost of a freelancer. With that information and the number of words in the content, you can calculate the average amount your competition spends on content.

This way, you can prepare with the right tools to defeat your competition. You also know the most effective amount for your budget.

If you followed the process correctly, you would be able to show that within a certain period, the following:
  • The number of new pages created. 
  • The average number of pages created weekly. 
  • The average word count of contents
  • The cost of producing content
These are parameters you can use to estimate where you stand against your competition to your clients and board members. You can also plan out how your content program needs to e structured if you play to sway the favor of internet users. Now you can carefully mold the perfect strategy to beat or compete with other websites. 

When you are ready to take it a step further, you can get a good guess of what the competitions Writers and SEO teams look like. With these bits of information carefully analyzed, you can create a vivid profile on how other teams are structured.

Another path is to visit LinkedIn and search for folks manually. Think of it as some form of special reckon. Search for "Content," "SEO," "copywriter," in their titles to see who comes up. With this, you get a clear picture of what the other teams look like.

Conclusion

Not so many people care about content velocity. However, it is one of those little but yet powerful tool. Everyone is too bothered caring about how to create quality content and to keep doing that.

Very few websites and organizations take time to look into what types of content are on their competition site and how much content is produced in a given time frame. However, such companies are looking for ways to get such critical information. Unknowingly, it has always been staring them in the face.

Figuring the content velocity is time-consuming, no doubt, but it makes up for all the time and effort invested in its output. The information it provides is so important that its benefits are vast to your company.

During the entire process, you have taken in many different data points that will need sorting to provide the gold it contains. Typically, the effort requires usually depends on how deep you want to go. It isn't all about creating great content; you should try to create these content not only to match but surpass your competition. It would help if you endeavored to create as much great content as your competition, which is winning to get some of the mainstream traffic they have. With consistency, you will be able to stay ahead of them in the long term.