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The problem

People who work as search engines optimisers are sometimes focusing on incoming links and they are forgetting about such important thing which is content. Sometimes the problems root elsewhere; The client doesn’t want to update the content, sometimes members of the SEO team simply don’t speak the language which is the site available in (this is just one aspect of impractical outsourcing to ones who offer the lowest price), sometimes the site is just a Flash application. Basically there could be hundreds of reasons why people are not working on content.

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What does the above-mentioned problem cause?

In general picture your site as a set of documents. These documents are available on the internet and each document has some content, has some size. The size is represented by the amount of characters, words, sentences, paragraphs, images, links, pages, subdomains, etc. Say that we have two extreme examples; The one-page web site (the site “A”) and the million-pages web site (the site “B”). Also say that the site “B” contains 500 words on every page and the site “A” contains 5000 words on it’s only page.

Now, the site “A” offers 5000 words only instead of 500 000 000 words which can be found on the second site (“B”). Moreover, we also know that the amount of unique words is lower than the amount of all words. If the site “A” contained 800 unique words and the site “B” had 120 000 unique words, we can easily calculate which one gets more visits.

The relation between organic traffic and amount of words

In order to explain the previous paragraph it is important to realise what is a permutation. Permutations give us the number of combinations where the order is not important and the repetition is not allowed. This is how we get the amount of all possible combinations of phrases.

Logically, more phrases mean more potential visitors. More visitors mean more conversions. And which site has more phrases? The one which has more words (naturally). This is why the one-page site can’t compete to large sites with thousands or millions of internal pages.

The solution

Write new content on a regular basis. The more writers you have, the faster you can see the real results (increase in your traffic).