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A recent study into search engine results for 10,000 keywords across ten of the world’s most influential industries may introduce a game-changer to SEO strategy. By combining the results of this study with other research done in the world of digital marketing, we can develop greater insights into how the internet works and how we can tailor our content strategy not only to the algorithm but to the humans that use it.

Firstly, we must review what this study entails and the results of their research as well as the works of other firms and their studies. Once we have covered this information in detail, we can combine their results and make accurate predictions as to what this research means for the future of content and content marketing.

Results of the Study

In this study by SEO platform BrightEdge, the researchers were specifically analyzing the kinds of content that is prevalent in the top ten results for a given query. To do this, they reviewed 10,000 keywords across ten industries. The ten industries they decided to study included advertising and marketing, banking, higher education, industrial machinery, insurance, manufacturing, real estate, retail, software, and travel and hospitality. In total, the researchers reviewed 23,785 pages.

The results of this work are astounding. They found that blogs made up 3,254 of the total results, a whopping 19 percent of all content (excluding homepages) in the top ten results for any given query. Blogs were also the most common type of content found in the top five Google search positions.

Other content did leave their mark in the graph as well but did not take up nearly as much space as blogs did. The second highest category was general and product pages, which made up 16 percent of results. Both top-level pages and internal search results took up 14 percent each, with another 12 percent being articles. Wikipedia and other information archive websites made up nine percent of results, with another seven percent being comprised of video content. Finally, five percent of results were local while the final four percent were taken up by reviews.

It is clear to see from these results that blogs dominate the market, but we can use research from other studies to understand the exact impact blogs have in search algorithms like Google. One measurement method is click-through rates, or CTRs. This metric measures how many clicks a given link receives. Several studies spanning multiple firms agree that 69 to 74 percent of organic clicks go to the top five results for any given query.

Additionally, a recent study from CRM platform HubSpot looked at how often people read different kinds of online content. In their study, they found that 54 percent of people read a blog post at least once a week. With the amount of content in the top-ranking slots that blogs take up, it is no surprise that over half the population engages with this kind of content so frequently.

What This Means for the Future of Content

It is clear to see the impact that blogs have on online content. Not only do they make up such a large percentage of high-ranking results, but they also have a strong CTR and are part of over half the population’s day-to-day lives. This understanding of current content consumption enables us to look at the potential future of content.

For example, generative AI content has been a central topic in the technology industry and the global consciousness for months now. Alongside debates about ethics and quality concerns, it is important to understand what AI’s role may be in the world of content marketing. For many creators, AI is a useful tool that aids in idea generation and editing. However, the way AI takes the works of humans to fuel their algorithm is also a concern as this form of cyberplagiarism may spell the death of many smaller online creators.

It is clear from these research studies that the future is not AI, but AI and human symbiosis. Generative AI content needs to provide worth to the audience. Simply existing isn’t going to be enough for this content to rise through Google’s ranking system. While having a blog is more important than ever, it is also important that the content of that blog is substantial and provides something to your audience.

Improve Your Blog As Well as Your Google Position With BluShark Digital

It is clear from this research that having a blog is almost necessary to build a strong SEO strategy. However, these studies also collectively conclude that the market for blogs is on the brink of oversaturation. To utilize blogs to their full potential, we need to create content that is good for algorithms to sort and for humans to consume. This does add a new layer of difficulty to content marketing as we need to create content that caters to two very different audiences, but by striking this fine line between human and machine, we can provide content that helps our company goodwill and our SEO strategy at the same time.

Our expert content marketers are here to help you improve your digital marketing strategy by utilizing their years of education and experience. Contact our team at BluShark Digital today to see how our team can help you improve your online presence.