A Scenic Tour of the Online World

Content is King. Still.

Friday, April 1st, 2011

It seems so completely unnecessary to say, but building a successful website, social  media presence, blog or email newsletter requires great content.

SEO is important, pay-per-click campaigns can reap great results, building inbound links has powerful benefits, but none of it matters more than great content.

Why? Because increasing  traffic to your website/blog/etc. isn’t your goal, ultimately. Building your business is your goal. Increased revenue, more efficient sales and marketing, a healthier bottom line. Each might be your goal. Traffic is only a means to achieve those goals.

And those goals are reached not through traffic in and of itself, but from high-quality traffic. Search engine bots aren’t high-quality traffic. People are. People whose expectations your content has met. People who found enough value in their first impressions to dig deeper and learn more about how you can help them. Those are the people who turn into clients and customers.

Yes, being easier to find on the search engines makes it easier for the right people to find you, but if you don’t convince them to get to know you better, they’re not going to stick around long enough for you to get to know them – and their needs – better.

You need to focus in this order:

  1. Content – a pretty facade may draw them in, but if there’s nothing behind it … they’re gone.
  2. Relationships – this is where inbound links from. Complementary websites with an audience in common.
  3. SEO  and other tools – foundational SEO research will help you craft the language you’re using to better attract your desired audience.

Finding the right content can take some effort, but its impact will ripple through your other online marketing efforts.

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