Lolly is a UK based company that helps companies automate and scale through digital transformation. For about two years they have been providing an end-to-end tailored service to other companies to understand what can and can not be automated through code, software and apps to make those companies more efficient. But they don’t stop there, they also have all the technical knowledge internally to create and implement that technology.
Because Lolly sits between consulting and App and software building, they can very accurately analyze a problem, find the most adequate solution, compute the return on investment and define whether it is cost-effective to spend resources to implement that solution.
It is thanks to that knowledge that they know writing SEO optimized content isn’t something you can ask software to do. “It is almost impossible to get a machine to write a blog post, you’re better off to hiring someone,” says Daniel Cooper, Managing Director of Lolly. For him, writing content is something that is still better left to humans because of the difficulty for computers to write text that feels natural to humans. However, computers and algorithms can provide very useful information to optimize the pieces of content from an analytical point of view. “If you write a piece of content that is 100 words long, it’s easy for you, as a human, to understand how targeted that is. But then when you start producing larger pieces of content in more competitive niches it becomes very hard. But machines are great at this sort of thing” adds Daniel.
There is no replacement for great copy if you want to rank
Very early on, during their first year of doing business, Lolly understood that if they wanted to rank on search engines, they would need content, good content. Thus, to compete in the competitive telecommunications niche they needed a tool that would help them perfect all angles of their 10.000+ word content pieces. Even more so because all their larger competitors were using machine learning to do exactly that. So they went out to find that tool.
There is no replacement for great copy. Whilst, backlinks and other signals are vital to rank. Nothing will target your piece to rank better than content.
After trying two competitors that were either overpriced or didn’t give them enough freedom by limiting the number of reports per month, Lolly came across Dashword.