It takes a good content and a commitment to gain and keep the kind of visibility your business is looking for online. Yes, there are other factors to consider. But, even if you do everything else well, you won’t be able to ensure that your company’s Website has the kind of visibility it needs so that prospective customers and clients can find you when they need the products or services you offer. This is why SEO (Search Engine Optimization) experts are frequently heard saying, “Content is King.”
Having established the importance of content to keep your Website from fading into the black hole of internet obscurity, what factors should you consider in order to ensure that you have good content. Good content is content that will increase your SEO. It’s also content that will make your look good when visitors actually arrive at your Website.
Quality content is well written. It’s engaging. It’s interesting and informative. Readers come away with respect for your company’s expertise. After reading your content, whether on your Web pages or in your blog, they are reassured that you know what you’re talking about when it comes to the products and/or services you offer. They trust you to take care of their needs.
Quality content is also rich in effective keywords. Keywords are special words found throughout your content, in appropriate proportions, that help search engines identify the topic you content discusses. Keywords are like little guideposts with signs directing searchers to the content they’re looking for.
In the past, writers would load up content with keywords to improve a page’s SEO. While this might have, once, helped Search Engines to rank a page higher, it did nothing for readers who found the repetitive nature of such writing stilted and annoying. Eventually, the designers of the Search Engines recognized this kind of keyword-stuffed content as a form of cheating; it improved a Web page’s ranking at the expense of a more accurate result for those who used the Search Engine.
Writing keyword-stuffed content today will actually hurt your SEO. The solution is to write good content, with an appropriate use of keywords, that satisfies both the Search Engines and the reader. This takes some work. You need to search for proper keywords. You need to use them with appropriate density in your content. This is generally about 2.5% of the time. In other words, for every 200 words, you might use a keyword, or keyword phrase, five times.
Providing this kind of content on a regular basis is difficult unless you create a place where you can regularly post fresh content. The easiest way to achieve this is with a blog. In a future article, we’ll discuss how to get the most bang for your blog, such as using social networking and backlinks (a backlink is a link – URL – anywhere in the internet that, when clicked on, brings the reader to a specific page – i.e., your blog).
The important thing to remember, and which we’ll also discuss further later, is that your blog is not where you try to sell your products and/or services. It’s a place people come to trust where they can find useful, informative and engaging content.