Sunday, 6 March 2016

Trail content is becoming the new king!

Since the last round of updates by Google, more emphasis has been placed on content. Although there's no doubt that back links are still very important they must now be complemented with good quality content, or as we like to call it trail content. We have been advising all clients to add trail content within their first and quarterly reports for about the last 2 years and that's now really paying off!

What is trail content?

Trail content is a virtual depth of knowledge, it's a way of creating pages of text based information for each of your search terms with a link to each one of these pages from your home page. It creates the perception of depth of content to the search engines and therefore improves your relevance score.

How to create trail content

It’s easy and purely text based. For example, one of our clients is called www.tvwhenaway.co.uk. One of their search terms is “Watch iPlayer Outside the UK”, they have therefore created a page on their website called “Watch iPlayer Outside the UK” with some general content on it. It also needs to have a page title that matches the search term.



Then they’ve added a link to this page from the most relevant pages on their website.



This may not be possible for all of your search terms, but where you have a search term that you could write some content about, it can be of great benefit.

As you can see from our example, they are now appearing on page one of Google for this search term.

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