SEO Production Distribution

I’ve been thinking a lot about SEO (search engine optimization) lately.

I suppose this makes sense, right, since I’ve been doing SEO work for more than 10 years now.

But just the other something occurred to me that I don’t think I ever realized before.

And that is…

SEO is all about production and distribution.

Production & SEO

What do I mean by “production”?

Here’s a list of items that fall under “production” when it comes to SEO:

  • blog posts
  • landing pages
  • city pages
  • news articles
  • guest posts
  • backlinks

And there’s probably a lot more production pieces that I’m missing there, so let me know in the comments what tasks you’d add to this production list.

But the common denominator is these items all require production in the form of content.

You have to produce content in order to publish any of the things I listed above.

Without content production, you have no blog posts, you have no city pages, you have no guest posts and backlinks, and so on.

Production quality matters with SEO

The other common denominator with production is that the quality of your content matters… a lot!

You can’t produce garbage content and expect that content to perform well (achieve top rankings) in search.

People won’t link to content that doesn’t provide utility.

Utility is term in economics that refers to the usefulness or enjoyment a consumer can get from a service or good.

Applying this concept to SEO, and content that has the most “utility” will perform the best in search.

How?

Because useful content that adds value will naturally attract high quality links.

And the more high quality links your content gets, the more authority your content has and the higher it will rank in search for a growing array of keyword phrases.

Long form content is another variable when it comes to production.

Research shows that the mean word count of first page search results in Google is 1,447 words, and that long form content generates more backlinks than short blog posts (research here).

And according to a Google algorithm update in 2019 (ref), the expertise, authoritativeness, and trustworthiness (E-A-T) are now the most important factors to consider when selecting the overall page quality rating.

In summary, it’s not enough to simply produce content just for the sake of “production”.

The quality of the content matters.

And quality is ultimately measured by the utility that other people derive from the content along with E-A-T.

Distribution & SEO

Distribution is a critical component to the success of any SEO campaign.

But if I’m taking about distribution, then there must be something that’s being distributed.

And that’s the content that’s being produced (see “Production” above).

So after you’ve produced the content, the success and momentum of your content will be directly tied to the distribution of your content.

Probably 90% of the content produced has zero distribution.

If you run a blog on your site, when’s the last time you’ve distributed your content beyond publishing it to your blog?

Perhaps you’ve shared a link to your blog post on your social channels.

But has your content ever been distributed beyond the four walls (so to speak) of your own house?

With your house being things like the blog on your website, your Facebook, Twitter, Instagram, LinkedIn profiles, etc..?

Has your content been mentioned by other authoritative publications?

Have you distributed your content to major media news outlets?

Did a university pick up one of your articles and republish it, or at least link back to it?

These are all examples of distribution.

Let’s say you have two equivalent blog posts, similar in both quality and content length.

If one gets a link back from The New York Times, and the other doesn’t get any links at all, then the article with The NY Times backlink will win in search every time.

Not only would it win in search, but it will probably be the dominant search result for all related search queries.

Wrapping it up: production and distribution in SEO

In summary, SEO is a game of production and distribution.

The more high quality content you produce, and the more effective your distribution strategy is for that content, the more momentum you’ll build in search.

SEO is all about production and distribution.

And the businesses, organizations, and websites that realize that and execute on it the best… will win.