Is un-searched content worth writing?

[BeytzNet]

Hi,

Is every post you write on your site is SERPs worthy?

I'll give an example - 
We often cover industry related news items. It is written very well with personal opinions, comments and detailed explanations. Our readers find it interesting, "like" and "plus" it. However, these items will never appear in the SERPs simply because they won't be searched.

Needless to say that these are not ever green pieces. If by chance it lands a subject that may be searched in the future, usually it won't appear because it means that the item was also covered by major sites like CNN, Forbes, Bloomberg etc.

Is it worth out time to keep "investing" in these types of articles?

Thanks

[KevinBudzynski]

If visitors are engaged with your content, they will come back. That's a good reason to write it.

How do you know that they never will be searched? Much of the content I generated focus on "extremely" niche topics (long tail kw's) and we do receive visitors for these topics. Also, generating original content adds credibility to your brand and site. As you know, it's not all about competitive keywords.

[boballanjones]

In my opinion most definitely. I think I remember reading that up to 80% of searched per month have never been recorded before. This means that there's nothing to say your content won't be searched for in future. I'd also say that by creating this content you are building an authoritative presence that can help in with your internal link structure to enhance rankings for other pages that may contain more popular search term and aslo link juice to any other sites you may own.

[EGOL]

STOP.

You need a content development plan.

You are under attack and you have limited ammunition and only moments before you are overrun.  Don't waste your precious ammunition and time shooting into the air or into the ground.  Be sure that you are hitting the enemy!

Content that is never searched can be important, but only when it serves a purpose for someone who is important to your business and you guide them to it on obvious paths.

[David-Kley]

Write for the user, not for ranking. If the users like, and share, and spend time navigating through your content, search engines will take notice.

Easiest way? Look at what is one the site, look at what the competition is writing, and how they rank. Look back at yours and compare.

"Is every post you write on your site is SERPs worthy?"

This is only something you and your traffic can answer. Reading through what you have, does it address all aspects of the point you are trying to make, or give all information on a topic you are trying to cover? What is it that makes people like or share what you have written?

"You need a content development plan."

[benjaminmarcinc]

In my opinion you should write for the person going to your site rather than the search engines, they will be the ones using your products and services. You can tailor a lot of "inner pages" towards key phrase in your niche.

[BeytzNet]

Thank you all for the answers!

I like the dramatic approach EGOL presented.
It is true that when I'm writing these articles I'm not doing other things.
However, these articles "land" on my lap since it is constantly happening, it is news worthy, it is related and readers like it.

If we are talking about the jewelry industry, an example would be covering auctions at Christie's and Sotheby's where they constantly sell special items at record prices. This however won't be searched (I also know this from experience).

True that articles such as "hot to guides" and educational material are probably better - but it is not instead of those.
It does however take great effort (time and money) to do those and the question is if it is worth it...

[JaneCopland]

If there is a need to write these from a customer's point of view, no matter how they are going to find the content, then the posts should be written. You don't need to cultivate everything on your site for search - there should be a reason behind why you create and publish content, however, and EGOL is right that a content plan is an important start if you feel that you're writing / publishing "in the dark" with no structure.

Short updates might be very useful for your current readership, or for historical purposes, so that future readers can go back and research what constituted a "record price" in 2014. They may never arrive at that content through a search engine, but it's useful to them and they find it regardless.