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Why I spend $ 16.302 a month to produce content that Google will not rank

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 content strategy neil patel

When you search on Google, what do you see?

Lists of websites, maybe an answer to your question, some pictures, some advertisements that you usually ignore, and even some products that you can buy.

There are tons of different types of content you see when you do a Google search.

But what's a form of content that you hardly see on Google?

Well, technically two forms of content.

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This is a video and audio content.

Whenever you search on Google, it's rare to see videos or audio files at the top of page 1.

So, the question I get all the time: Why should I spend $ 16,302 a month on audio and video content that Google will not rank?

But before answering this question, let's start by going through all the numbers.

You'll probably think I'm crazy at first, but hopefully all of this will make sense in the end. ?

How much do I spend on content?

Let's make a quick count of my content expenses.

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

And I spent $ 14,158 last month on my video series, Neil Knowledge, to produce educational marketing content for you (studio time, editing, optimization and experimentation services). 39, video ads).

As for textual content, I spent $ 0 last month. Technically, the content is free because I write it.

Let's see how much content I create each month …

How much content can I create?

My podcast is daily.

Every day … even holidays.

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That means I publish about 30 episodes a month. Each episode lasts approximately 5 minutes, which represents an average of 180 minutes of audio content per month.

Regarding my videos, I try to keep them around 6 minutes and I publish videos every Tuesday, Thursday and Saturday.

I produce 12 videos a month, about 72 minutes of video content.

And as for blog posts, I write once a week. I'm trying to keep each blog article at around 2,000 words (the average blog post that ranks on page 1 of Google is 1,890 words), and it takes about 4 minutes to read my posts.

This means that I produce about 16 minutes of textual content per month.

Let's see how much time I spend creating each type of content.

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How much time do I spend on content marketing?

I'm recording my podcast in batches.

As a general rule, we record 20 episodes at a time.

It takes me about 30 minutes to get to the recording studio and 50 minutes to get home. I do not know why, but it always takes longer to get home …

And even though each episode lasts 5 minutes, it takes about an hour to find a list of 20 topic ideas and 3 hours to save them all (including installation time).

In general, to produce my 30 monthly episodes, it takes about 465 minutes or 7.75 hours.

As for the videos, it takes 45 minutes to get to the studio and 45 minutes to get home. I can usually record a month of videos in one session (12 videos).

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It takes me an hour to find topics and video ideas.

And as far as the studio is concerned, I can finish shooting in 2.5 hours (I do not write anything, and I just do it in 1 shot).

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So, to create 12 videos a month it takes me about 5 hours.

Finally, I do not need more than 2 hours to write a blog post.

To have had the idea to write everything and then add it to WordPress (I blog in Microsoft Word). This means that I spend 8 hours a month blogging, since I blog once a week.

Now, in short, here is how long it takes to produce each form of content:

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  • Podcasts – 7.75 hours per month
  • Videos – 5 hours a month
  • Blog Posts – 8 Hours Per Month

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

What Google content does he prefer?

If you look at the picture below, you'll see that I've received 785,991 visitors from Google's organic search last month.

 neil patel search traffic

 neil patel search traffic

Can you guess what portion of this search traffic comes from audio or video content?

A big … big … ZERO

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Technically, I prevented Google from exploring my audio and video files. But it was not always like that. I used to have a page dedicated to my podcast on NeilPatel.com and that generated 32,670 page views per month.

 Podcasts traffic

 Podcasts traffic

But on these viewed pages, only 5,386 came from Google.

 podcast search

 podcast search

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I have tried everything.

From adding transcription text to each podcast episode to social sharing generation to write even a unique synopsis for each episode. I've even built links to some of my episodes.

No matter what I did, I could not properly classify my podcast episodes.

And the content was not the problem either!

Marketing School has crazy reviews on iTunes and the average time spent on the site for a Google visitor who found the podcast was 2 minutes and 26 seconds, which you can see in the screenshot here -above.

Even my bounce rate was only 18.44%. It just shows that people did not have problems with the content.

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Now, let's look at the statistics of my old video page that does not exist anymore:

 video traffic

 video traffic

As you can see, my videos generated 66,910 page views per month. This is with an average time on the 3 minute and 17 second page and a rebound rate of only 15.47%.

Now, if you look at the video traffic that I generated from Google, the numbers were not as bad as the podcast.

 Search for video traffic

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 Search for video traffic

I generated 12,261 page views from Google to my videos and these users had an average time on the 2-minute and 32-second page. The bounce rate was 20.91%, which was not too bad either.

Now, with the videos, I've done something a little different compared to the podcast.

I allowed users to add comments. This helps to create more unique content.

The videos were also easier to generate social shares of 72 shares on average on the audio content.

Now, do not get me wrong. I know that 5,386 pages and 12,261 page views a month are not so bad.

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But since my blog generated 2,916,724 page views last month, the numbers were insignificant.

For this reason, I prevented Google from indexing these pages, and now I am getting 0 visitors for my audio and video content.

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If you're curious about why I would not want extra traffic, my approach to SEO is to allow content that Google really appreciates to be indexed.

And the content that Google does not take into account, I block because I do not want my site is diluted in the eyes of Google.

Now that you can see how podcasts and videos are generating less search traffic, you're probably wondering why I spend so much time creating these forms of content.

Why Neil, why?

The reason I spend so much time and money creating podcasts and videos is that textual content does not create a strong emotional connection between site visitors and you (or your brand) .

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Even though Google does not want to categorize audio and video files as high, these two types of content will help you connect to your audience.

Just to give you an idea, the video content increases the intention of 97% purchase and the brand association of 139%.

It's huge!

Moreover, even if Google does not like audio and video content, it does not mean that you can not generate traffic in another way.

Here are my podcast statistics from last month.

 libsyn stats

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 libsyn stats

I know that Libsyn is showing 681 972 plays, but it's gone. I doubt that the actual number is so high and Libsyn does not report how engaged each listener is.

Plus, I do not know how many unique plays I generate, I bet that many of you listen to multiple episodes each month.

As for my videos, the statistics are even better.

First of all, I dominate YouTube with regard to search rankings.

I rank number 1 for terms like "SEO".

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 youtube rankings

 youtube ranking of the album

I also generated more than 1,804,705 viewing minutes and 958,274 views for the month of May.

 Yahoo statistics

 YouTube Statistics

And these statistics come only from YouTube.

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When you explore statistics, you see that I generate between 3,000 and 4,500 visits per day, all from YouTube search.

 Youtube search

 Youtube search

And I'm not doing very well with my videos on YouTube.

Facebook suits me very well, and I crush him on LinkedIn.

 Group Statistics

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 facebook stats

 linkedin stats

 Linkedin stats

Facebook and LinkedIn count videos differently from YouTube. They launch the videos automatically so that the account is inflated, while YouTube does not count anyone as a view if they watch a video for only 1 second.

In one way or another, I build tons of brand awareness and I believe that I would not be able to build if I was content with textual content.

Conclusion

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

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Heck, it was the primary way to drive traffic, leads and sales because sites like Facebook and YouTube did not exist.

Today, not only do these sites exist, but it has become easier to create online businesses. This means that there is more competition for you, which will make it more difficult to market your business.

But here's what they do not tell you … Although marketing is becoming more competitive, it also becomes easier at the same time .

Yes, there are more people using the Internet, but that's not what I'm talking about …

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Sites like Facebook, YouTube, and LinkedIn compete for you, which means that marketers benefit.

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

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So, to allow you to upload more videos to their platform, they should encourage you as a content creator.

So what are they doing?

They modify their algorithms to give more preference (or views) to videos, which encourages content creators to download their content.

It will not last forever, but you should take advantage of it as long as it lasts.

As a marketer, you need to research which companies are fighting to get your attention. At the moment, most social networks are because they are all highly competing with each other.

Keep looking who is competing to get your attention because it's there that you can get the biggest wins.

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Moreover, we all know that it is easier to create textual content than to create video or audio content.

This means that you are going to have more competition on Google than on platforms that prefer audio and video.

Now, that does not mean you have an excuse not to start a podcast or create videos … you have a smartphone, take it out, start shooting and download it online.

Once you have created audio and video content, you must keep in mind that making these popular strategies is not the same as with textual content.

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

Finally, if I still have not convinced you to create more videos and audio files, here are 3 last data for you:

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  1. It takes about 90 days to reach the top of page 2 on Google. On the other hand, YouTube ranks videos primarily based on their performance within 24 hours of going live. In other words, you are at the top of YouTube in a few days instead of several months.
  2. There are about 525,000 active podcasts, while there are more than 1.8 billion websites. In other words, you will have less competition to listen to your podcast than to have access to your website.
  3. There are more mobile devices in the world than there are people. People use these mobile devices more than their computers, so 60% of Google searches are on a mobile device. And we all know that it's easier to watch a video or listen to audio on your mobile device than to read text on a small screen.

So will you start a podcast and download more videos on the social web?

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