Why I Spend $16,302 EVERY MONTH Producing Content That Google Won’t Rank

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
9 min read

neil patel content strategy

When you execute a Google search, what can you see?

Lists of websites, maybe a remedy to your question, some images, some ads that you usually ignore, and also some products that you could buy.

There are a great deal of various kinds of content you see once you execute a Google search.

But what’s one type of content that you barely see on Google?

Well, technically two types of content.

It’s video and audio content.

Whenever you perform Google search, it’s rare to see videos or audio recordings that rank on top of page 1.

So the question I get constantly: Why would I spend $16,302 per month on audio and video content that Google won’t rank?

But before I answer that, let’s first tell you all the numbers.

You’ll probably think I’m crazy initially, but hopefully, it’ll all seem sensible ultimately. 😉

How much do I devote to content?

Let’s execute a quick run-down of my content expenses.

I spent $2,144 last month on my podcast, Marketing School (studio time, editing, hosting, and I ran several podcast advertising experiments).

And I spent $14,158 last month on my video series, Neil Knowledge, to create educational marketing content for you personally (studio time, editing, optimization services, and video ad experiments).

As for text-based content, I spent $0 last month. Technically, this content is free because I’m writing it.

Now let’s look at just how much content I create each month…

How much content do I create?

My podcast is daily.

Every single day… even on holidays.

That means I’m releasing roughly 30 episodes monthly. Each episode is approximately five minutes long, this means 180 minutes worth of audio content monthly normally.

As for my videos, I make an effort to keep them around 6 minutes long and I release videos every Tuesday, Thursday, and Saturday.

I’m producing 12 videos monthly, about 72 minutes of video-based content.

And for blogs, I write once a week. I make an effort to keep each post to around 2,000 words (the average post that ranks on page 1 of Google is 1,890 words), also it takes around 4 minutes to learn my posts.

This means I produce roughly 16 minutes of text-based content monthly.

Now let’s look at just how much time I spend to generate each kind of content.

How enough time do I devote to content marketing?

I record my podcast in batches.

Typically, we record 20 episodes at the same time.

It takes me about half an hour to access the recording studio and 50 minutes to obtain back home. I’ve no idea why, nonetheless it always takes longer to obtain back home…

And despite the fact that each episode is five minutes long, it requires roughly one hour to create a listing of 20 topic ideas and 3 hours to record all of them (including setup time).

In general, to create my 30 monthly episodes, it requires roughly 465 minutes or 7.75 hours.

As for videos, it requires 45 minutes to access the studio and 45 minutes to obtain back home. I could typically record a complete month’s worth of videos in 1 session (12 videos).

It takes me one hour to create video topics and ideas.

And for studio time, I could finish shooting in 2.5 hours (I don’t script anything, and I typically just do everything in 1 take).

So, to generate 12 videos per month it requires me roughly 5 hours.

Last however, not least, it requires me only 2 hours to create a post.

From discovering the idea to writing everything right down to then adding it to WordPress (I blog in Microsoft Word). This implies I spend 8 hours per month blogging, due to the fact I blog once weekly.

Now as an instant recap, here’s just how much time it requires to create each type of content:

  • Podcasts – 7.75 hours per month
  • Videos – 5 hours per month
  • Blog posts – 8 hours per month

And here’s just how much traffic each type of content gets from Google:

What content does Google prefer?

If you go through the image below, you’ll note that I acquired 785,991 visitors from organic Google search last month.

neil patel search traffic

Can you do you know what part of that search traffic originated from the audio or video content?

A big… fat… ZERO

Well, technically I’ve blocked Google from crawling my audio and video files. Nonetheless it wasn’t always this way. I used to truly have a page focused on my podcast on NeilPatel.com also it used to create 32,670 pageviews monthly.

podcast traffic

But out of these pageviews, only 5,386 originated from Google.

podcast search

I tried everything.

From adding transcription text to each podcast episode to generating social shares to even writing a distinctive synopsis for every episode. I even built links for some of my episodes.

No matter what I did so, I couldn’t get my podcast episodes to rank well.

And this content wasn’t the problem either!

Marketing School has raving reviews on iTunes and the common time on site for a Google visitor who found the podcast was 2 minutes and 26 seconds, that you can see in the screenshot above.

Even my bounce rate was only 18.44%. This just implies that people didn’t have problems with this content.

Now, let’s consider the stats from my old video page that no more exists:

video traffic

As you can view, my videos were generating 66,910 pageviews a month. That’s with an average time on page of 3 minutes and 17 seconds and a bounce rate of only 15.47%.

Now in the event that you consider the video traffic I generated from Google, the numbers weren’t as bad because the podcast.

video search traffic

I generated 12,261 pageviews from Google to my videos and the ones users had the average time on page of 2 minutes and 32 seconds. The bounce rate was 20.91%, which wasn’t too bad either.

Now with the videos, I did so something a little different when compared to podcast.

I allowed users to include comments. That helps create more unique content.

The videos were also better to generate social shares by 72 extra shares typically on the audio content.

Now don’t misunderstand me. I know a supplementary 5,386 and 12,261 pageviews monthly aren’t too bad.

But due to the fact my blog generated 2,916,724 pageviews last month, the numbers were insignificant.

For that reason, I blocked Google from indexing those pages, and today I get 0 search visitors for my audio and video content.

If you’re interested in why I wouldn’t want the excess traffic, my method of SEO would be to permit the content Google really enjoys being indexed.

And this content Google doesn’t look after I block because I don’t want my site to be diluted in the eyes of Google.

Now that you could observe how podcast and videos generate less search traffic, you’re probably wondering why I spend so enough time creating those types of content.

Why Neil, why?

The reason I spend so enough time and money creating podcasts and videos is basically because the text-based content doesn’t develop a strong emotional connection between guests and you also (or your brand).

Even though Google doesn’t care to rank audio and video files as high, those two content types can help build a reference to your audience.

Just to provide you with a concept, video content increases purchase intent by 97% and brand association by 139%.

That’s huge!

Plus, despite the fact that Google doesn’t like audio and video content, it doesn’t mean you can’t generate traffic in different ways.

Here are my podcast stats from last month.

libsyn stats

I know Libsyn is showing 681,972 listens, nonetheless it is off. I doubt the true number is that high and Libsyn doesn’t report how engaged each listener is.

Plus, I don’t understand how many unique listens I’m generating when i bet a lot of you pay attention to multiple episodes every month.

As for my videos, the stats are better still.

First of most, I dominate YouTube with regards to search engine rankings.

I rank #1 1 for terms like “SEO”.

youtube rankings

I also generated over 1,804,705 minutes of watch time and 958,274 views for the month of May.

youtube stats

And those stats are simply from YouTube.

When you drill in to the stats, you’ll note that I’m generating from 3,000 to 4,500 visits each day just from YouTube search.

youtube search

And I’m not only successful with my videos on YouTube.

Facebook does pretty much for me personally, and I’m crushing it on LinkedIn.

facebook stats

linkedin stats

Facebook and LinkedIn count video views differently than YouTube. They autoplay videos therefore the count is inflated, while YouTube won’t count someone as a view should they watch a video for only one 1 second.

Either way, I’m building a great deal of brand awareness and trust that I wouldn’t have the ability to build easily just stuck with text-based content.

Conclusion

When I started my career in marketing, you can create a business from just Google traffic.

Heck, it was the main way to generate traffic, leads, and sales because sites like Facebook and YouTube didn’t exist.

Today, not merely do the websites exist, but it’s become simpler to create businesses online. Which means there’s more competition for you personally, which can make it harder to advertise your organization.

But this is what they don’t tell you… although marketing is now more competitive, it’s also becoming easier at exactly the same time.

Yes, you can find more folks who now make an online search, but that’s not what I’m talking about…

Sites like Facebook, YouTube, and LinkedIn are competing for your eyeballs, which means marketers benefit.

Here’s what I mean… Facebook and LinkedIn both want a bit of YouTube’s market share.

So, to get one to upload more videos with their platform, they need to incentivize you because the content creator.

So, what do they do?

They tweak their algorithms to provide more preference (or views) to videos so that it encourages content creators to upload their content.

This won’t last forever, nevertheless, you should leverage it provided that it’ll last.

As a marketer, you have to search for which companies are fighting for the attention. At this time, the majority of the social networks are because they’re all heavily competing with one another.

Keep searching for who’s competing for the attention because that’s where one can obtain the biggest wins.

Plus, everybody knows it’s better to create text-based content than it really is to generate video or audio content.

This means you are likely to have significantly more competition on Google than you’ll on platforms that prefer audio and video.

Now, this doesn’t mean you have a justification for not starting a podcast or creating videos… you’ve got a smartphone, so pull it out, start filming, and upload it online.

Once you create audio and video content, you should remember that making these strategies popular isn’t exactly like it really is with text-based content.

This post here breaks down how exactly to leverage YouTube, and this article reduces steps to make your podcast popular.

Lastly, easily still haven’t convinced one to create more videos and audio recordings, listed below are 3 last bits of data for you personally:

  1. It takes roughly 3 months to reach the very best of page 2 on Google. YouTube however mainly ranks videos predicated on their performance within the initial a day of it being live. Basically, you rank near the top of YouTube within days rather than months.
  2. There are roughly 525,000 active podcasts, while you can find over 1.8 billion websites. Quite simply, you’ll have less competition getting listens to your podcast than you’ll getting views to your internet site.
  3. There tend to be more mobile devices on earth than you can find people. Folks are using these cellular devices a lot more than their computer, hence 60% of Google searches happen on a mobile device. And everybody knows that it’s simpler to watch a video or pay attention to audio on your own mobile device than it really is to learn text on a little screen.

So will you take up a podcast and upload more videos to the social web?

The post Why I Spend $16,302 EVERY MONTH Producing Content That Google Won’t Rank appeared first on Neil Patel.

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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