Publisher Velocity

Content velocity is the rate at which a publisher publishes new content. Search engines see websites with a large amount of original content covering a topic as a sign of topical authority. This makes content velocity an additional SEO criteria to consider.

Content velocity includes the speed at which a publication can create, publish and update content. Typically content velocity is measured by the number of new pages an organization can publish in a given period of time while maintaining its content quality standards.

4.1.2 Challenges Publishers Face With Content Velocity

There are four main issues publishers face when considering their content velocity:

• No content pillar strategy with linked supporting content

• Need for personalization

• Maintaining quality standards at scale

• Finding resources to create content at scale

No Pillar and Cluster Content Strategy

Sometimes referred to as a hub and spoke model, a pillar and cluster content strategy helps develop topical authority, leads to better content organization while allowing production at scale.

Without a pillar and cluster strategy, publishers will struggle to meet their content and search engine performance goals.

Need for Personalization

Given the glut of content on the web, publishers need a way to stand out and grab the reader’s attention. Personalized content for each user is one way to do this.

Personalized content for individual users translates to higher conversions and more engaged visitors when they land on the homepage. Consumers are more likely to buy from sites that personalize their content so maintaining a level of personalization at scale is incredibly important for conversions. McKinsey states in their article, The value of getting personalization right – or wrong – is multiplying, “research shows that personalization most often drives 10 to 15 percent revenue lift.”