How can a utility/tool-based website improve its search engine ranking when it doesn't have much content like a blog?
We all log on to the net for some reason. We surf for information, for instance, when in a blog that details our hobbies or interests, or we want to find an easy way out of a problem—converting units, perhaps, or calculating a percentage. That's where utility tool websites come in handy. But have you ever stopped and thought about just how these two types of web sites, blog and utility tool, differ regarding their search ranking and approach towards SEO? So, they do differ, very much so; and knowing about these differences is pretty handy, especially for every online content publisher.
Keywords: Long-Tail vs. Short-Tail
These are less competitive keywords, but the people searching for this exact phrase are precisely those who would be very much interested in your blog post on the same subject.
Utility tools, however, are often about short-tail keywords. Those are shorter, more generic terms like "unit converter" or "percentage calculator." Those keywords will be very competitive, but they'll also draw a huge search volume. People are usually looking for something fast and easy to use when they search for these terms, and a utility tool is perfectly placed to provide that.
Content is King (But in Different Ways)
The main reason blogs need content is because of its absolute importance to the blog. High-quality, unique, and interesting information draws readers and tells search engines that the website has real value. Most blog posts feature images, videos, or other multimedia to help draw the reader in. Length is important; longer, more comprehensive pieces tend to perform better at search.
On the other hand, utility tools do not rely on large amounts of written content; the tool is the content. The key aspects are functionality and user experience: the website has to be fast, easy to navigate, and should produce accurate results. Of course, some written content is needed in utility tools, like instructions or explanations, but it is not the leading role.
Backlinks: Building Authority vs. Providing a Service
Backlinks, or links from other sites to yours, are a critical ranking factor for both blogs and utility tools. They're just earned in different ways.
Many blogs attract backlinks by creating great content that other sites will want to link to. For example, a blog post with fresh research or even interesting analysis may be linked to from news sites or other blogs.
Technical SEO: Speed and Functionality vs. Rich Content Markup
Technical SEO refers to the technical aspects of a website that impact its search engine rankings. For utility tools, speed and functionality are the most important things: the site has to load fast, and the tool has to work perfectly. Mobile-friendliness is also very important because many people use these tools on their smartphones.
For blogs, while speed and mobile-friendliness are still important, other technical SEO factors start to become more relevant: using structured data markup (like schema markup) is useful to help search engines understand the content of your blog posts, improving the appearance of the blog posts in search results.
User Experience: Efficiency vs. Engagement
The UX is also different between blogs and utility tools. Blogs are meant to be engaging, to make the reader stay on the site and look at other articles. This is achieved through compelling writing, attractive design, and ease of navigation.
Utility tools are all about efficiency. Users want in, use the tool, and out as fast as possible. It needs to have a simple and intuitive design; the tool must be easy to use. Any unnecessary clutter or distractions should be nipped at the bud.
In Review
Blog posts and utility tool websites approach SEO and ranking in search results quite differently. In brief, the blogs are all about content, long-tail keywords, and authority built through backlinks and engaging content, whereas utility tools are all about functionality, short-tail keywords, and being a useful service to gain backlinks. These differences should be well understood by anyone looking to optimize a website for search engines. It is all about playing with your strengths and understanding what your audience is looking for.
