But here in lies the problem – exactly how good are these writers? We know of a number of companies that provide these types of services – WriterAccess, TextBroker, and ContentRunner to name a few. They make it easy to upload titles and instructions and a writer from a large pool will deliver some SEO drivel that you can copy and paste on your site. So, how do you squeeze quality out of these.
I wanted to give a real world example of how one provider, ContentRunner is using a powerful content relevancy measurement and instruction set to help guarantee SEO quality of content. I set up a very simple experiment. I had 3 writers from different providers create content. I won’t tell you which provided which article, except for the one from ContentRunner so as not to impugn any of these providers. I chose the concept of in-memory databases because I had been experimenting with the real time analytics database memSQL.
We used RelevancyRank (RR) to determine SEO quality of a piece of content. RR is a measurement provided by the nTopic API to determine the contextual relevancy of a document to a particular keyword. The RR is on a scale of 0-10 just like PageRank and is logarithmic in nature. We know that content optimized with nTopic is statistically more likely to garner organic search traffic than those that do not, so we use it as a quality measurement.
So here are the examples all of which are between 400 and 500 words, per the instructions given to authors:
Article #1: Expensive
This article costs $33 to produce using the highest quality writer available on one of the open writing platforms. The article reads nicely, the author did some research on the subject, and he/she produced the content below. It scored a RelevancyRank of 6/10.
Article #2: Inxpensive
This article costs $9 to produce using the second highest quality writer available on one of the open writing platforms. The article is sufficient although it doesn’t flow quite as well as the other. However, it scored a RelevancyRank of 6/10 as well. There was no performance gain between the high end and low end provider. This is to be expected. Unless the writer knows what words and phrases ought to be used to maximize content relevancy, they are unlikely to create fully relevant content..
Article #3: ContentRunner and nTopic
This article costs in the middle ground $20. I could have bid less on the ContentRunner platform, but I wanted to get a middle of the road feel. ContentRunner, unlike the other providers, has directly integrated nTopic for free into their system. You can request guaranteed minimum levels. Subsequently, for $20, I scored and article with a RelevancyRank of 8/10. The relevancy performance level was dramatic and represents comparatively the same difference one would expect between a PR6 site and a PR8 site. Content this relevant is rare, and it doesn’t have to be expensive if you are using computer assisted content creation tools like nTopic.
Hopefully we will see growth soon in nTopic usage for content creation. You can do this yourself but that, in many ways, defeats the purpose of outsourced content which lowers your required effort levels. Or, of course, you can go to a site like ContentRunner that has already included it directly into their content writing process. There are other providers that are working on including similar features, so hopefully soon we will see more and more focus on SEO content quality coming out of bulk content providers.