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What You Need To Know To Be A Content Publisher On The Web

What You Need To Know To Be A Content Publisher On The Web

A lot of times, people will write, or publish content on their web sites in order to attract web site visitors. The reasons they may want to attract web site visitors varies, and I will cover some of the more common reasons organically before we reach the end of this article. Other times, they publish content to satisfy existing subscribers.

Does a web site require new content regularly?

Usually, yes.

It is said that publishing new and fresh content on a web site gives a web site and its pages more of a chance to appear in the search results of major search engines like Google. Google, and other search engines, discover new content on the Web and offer a way for people to perform “searches” for that content. Google then presents the list of search results, which appear as web site links, to what is hopefully the most relevant content based on the search query used. Relevancy is determined by a complex algorithm and is subjective. The search engine is constantly learning, and constantly pulling new content into the index that in turn becomes searchable.

The argument is that when new content is consistently created on a web site, it indicates that “someone is home” and it’s not just an abandoned web site. Therefore, the web site’s pages might rank higher in the search engine results when the overall site produces new content regularly.

New Content, Of Course, Satisfies Existing Subscribers As Well

Beyond getting traffic from the search engines, web site owners publish new content to satisfy existing readers. The goal here might be to inform, manipulate, sell, educate, or entertain. Either way, for many web sites, new and fresh content keeps people coming back to visit, while the “older” content stays archived in order to pull in new visitors or behave as a reference for existing users of the web site.

It’s Not Just Search Engines That Bring Visitors To Web Sites

Besides finding a web site and its pages from search engines, often people find the content by following links from emails or other web sites. Therefore, another reason someone might publish content on a web site, is to drive traffic to a different web site.

In the same way that Google offers a streamlined, sophisticated, and valuable way for people to discover content on the Web, other web sites can “link out” to other content as well, making it “discoverable” to the readers. This is the nature of the Web where content is connected in little mini-webs. For the most part, these mini-webs are related in topic, but that’s not a hard and fast rule.

The idea of guest publishing, or publishing content on other people’s web sites therefore has multi-value. First, the web site owner gets new and fresh content to attract new readers, and also to satisfy existing readers. And the content creator has the ability to bring traffic to other web sites including their own. Plus, having links within content deepens (or should deepen) the value of the original piece of content.

Besides Getting Links (or Backlinks), Why Else Would Someone Publish Content On Another Web Site?

Now, even though linking out to other web sites (or to pages within the same web site) has value, sometimes the Web writer may not have another property of their own to link out to. Therefore, what is the incentive for taking the time to write and publish content for another web site?

There are a number of reasons, and these include one or a combination of the following:

1) Creativity

Some people write because they are passionate about a topic, or they simply just love to write. If they find a web site that speaks to an audience or community that they enjoy writing for, or are a part of themselves, then it makes sense to contribute content to that web site.

2) Money

Many web sites will pay people to write content for them. The web site owners know that they need fresh new content, and that varying “voices” is often valuable, so they offer money in exchange for the content given to them to be published on their sites. Alternatively, many web sites will offer advertising space within an article. That way, the author will get paid if the ad performs, but no money is out of pocket for the web site owner in this scenario.

3) Exposure

This does sort of fall under the topic of “getting links” to the author’s web site, but it can go deeper than that. A lot of times the author will have the ability to promote a product, or a book, or themselves within the content that they create. They may do this promotion directly or indirectly.

Article Writing Guidelines Vary From Site To Site

Often a web site will have guidelines for how the content can be written. Naturally, the content should cover something about the topic of the web site, or a category within it.

The web site may have specifications about the formatting of the content, and whether it can or should contain links or HTML. Subheadings are usually done with H2 HTML tags for example, but are sometimes done with H3’s. It depends on the site, and whether there is any consistency in place for the formatting rules.

The author may be required to write within a certain word range, and may also be required to add pictures. The author should always cite their sources for facts or quotes within the content, and for the images as well. For some of the more complex guidelines, the author may be required to submit multiple sizes of each image so that it can be setup so that the correct sized image is chosen automatically depending on the device being used by the web site visitor (after the article is published).

I have seen some sites that require the submission of alternative images of precise dimensions (width and height) that are used when the article is being shared on sites like Pinterest and Facebook. These social sites often require specific images sizes in order for the images to fit properly, and the image used is often controlled by special tags within the article’s meta tags (in the HTML).

For completion, the requirements may include: a table of contents, different headings for different scenarios (main heading, social, SEO, breadcrumbs, etc.), intro, outro, call to action, bio, embedded video or other media, internal linking, sourcing, in-context external links, meta descriptions, tags, categories, a clean post slug, and the list goes on. Other times, there will be an on-staff editor to handle those aspects.

Most sites often ask for “positive” focused content. However, it seems that everyone’s definition of that term varies and is generally anywhere between “positively negative” and whimsical. “This is very annoying,” Keith says positively :)

Call To Action

In closing, I would like to speak to you directly and point out… if it’s not obvious… that putting your absolute best content on your own web site is probably most appropriate. Then, you can find sites that pay you, or allow you to run ads within the content, and most importantly… allow you to link to your homepage (or better… pages within your web site). That way, you can borrow some of their traffic and get paid for your submissions at the same time. Aside from getting real people following the links to your web site, if you contribute original and compelling content, you may also increase the value of your own web site within the search results, just by having a link to your site from “like” content, and hopefully from a site of the same or a similar topic. This may also increase the chances that other writers will link to your content, which encourages the snowball effect.

Perhaps, it makes most sense to eventually encourage other writers to write for your web site, freeing up more of your time for tracking, testing, and promotion (or having naps). Then, encourage your most prolific writers to find other sites they can publish to, to link back to their content on your site. Then you can have more naps.

You see, whether you are attracting new visitors (from search engines, paid ads, forwarded emails, or other websites), or bringing back existing subscribers (from RSS, emails, retargeting, or whatever) you are continuously exposing your “message” or “product” to them.

Does it work? You bet! Why do you think people pay other people to contribute content to their sites? Sure, it provides “value” across the Web (hopefully!) but it also encourages sales (or whatever the goal).

When publishing excellent content, it’s always worth the time and effort… especially when the traffic, subscribers, and pay checks kicks into auto-pilot. And even if you aren’t making money, at least you are expressing your creativity and sharing value across the web!

Keith shares content on the Web. He travels a lot. He makes lots of money and has lots of time to spend it. He was just recently married, and has a new baby on the way! He sometimes works for other people doing a variety of Web related tasks.

The post What You Need To Know To Be A Content Publisher On The Web appeared first on NaturalNews Blogs.

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