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More web pages = more leads

Posted by Michael Bloch in web marketing (Friday April 16, 2010 )

This probably doesn’t come as a surprise – an analysis of over 1,400 companies shows a clear relationship between pages indexed by Google and the number of leads a company generates. But there’s a catch.

The study by Hubspot found an incremental 50 to 100 indexed pages can generate double-digit lead growth. Those sites with more than a few hundred indexed pages have median lead generation double that again.

The study also found the number of inbound links did not have a meaningful relationship with leads and it was more the quality of sites than quantity when building inbound links.

It’s true each new page is a ticket in the search engine lottery; but don’t fall into the trap of just publishing up any old thing.

For example, some site owners wanting to build their page count for search engine ranking purposes quickly buy “PLR” article packs. PLR stands for Private Label Rights. The idea is that you buy a bunch of articles for a few bucks a pop and you’re permitted to post them on your site. Where it falls down is more often than not, these PLR pack articles are plagiarized rubbish that dozens of other sites have already published.

Where content appears on more than one site, Google considers it duplicate content and often gives the ranking love to the original site displaying the article.

Others try “content spinning”. This is where articles are copied and then words in the articles changed automatically by a software program in order to create “original” content. These articles tend to read pretty poorly and are often picked up by Google’s duplicate content filter anyway.

Yet another trick that doesn’t work too well in most instances is to generate a bunch of pages with a hundred or so words on them, or splitting up a thousand word article into 10 pages. A general rule of thumb, but there will always be exceptions of course, is a page should have around 200 words on it at a minimum for SEO purposes.

It’s far better to have one or two good quality, informative and original articles than 20 rip-offs in my opinion as these articles are more likely to rank well and attract a better quality of inbound links.

Even if you do somehow snag a good ranking for a poor quality article; people are still going to be reading it and if it is sub-standard, that’s not going to help generate leads.

Hubspot isn’t incorrect in its findings – but the very important missing information was mentioning the quality of the content on the sites it observed.

Getting good rankings in Google isn’t rocket science. It doesn’t require any “tricks”. Jut follow the Google webmaster guidelines and implement some *ethical* search optimization tips and you’ll soon be climbing the rankings – and with more likelihood of keeping any gains you make.


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