Content plays a huge role in the world of SEO. It’s important to realize that your company’s online reputation is built on the content that you produce. At this year’s SMX Advanced in Seattle, it was made very clear that search engines such as Google and Bing rely heavily on your site’s content to determine what search queries your brand will rank for. However, there’s a right way and a wrong way to go about doing this. While the wrong way may give your business a boost in the beginning, those that are producing high-quality original content that is geared for a specific target audience are the ones that will end up setting their brand apart from the rest.
The More Natural Backlinks Your Website Has, the More Relevant It Becomes
How many times have you searched for information only to find out that the page that the search engine requested is a total bust? I can’t begin to tell you how many times I have searched for information on a topic and right there on the first page of Google is a site that either has absolutely nothing to do with what I am looking for, or contains duplicate information from a site I previously visited. These “black hat” tactics are frustrating to say the least. I don’t know about you, but when I see a website that copies and pastes information from another site to theirs, it makes me question whether or not this business really knows their stuff.
On the other hand, “white hat” marketing companies — such as Launch — produce original content and end up getting natural backlinks to their websites. Backlinks are a great way to validate your website. These natural links come from other websites that have read your content and feel that the information you present is worth passing on to other readers. Keep in mind that people tend to link to important, informative, funny, or useful pages, so if your site contains none of that, who’s going to link back to your page? Probably no one.
The number of backlinks pointed at you can be a clear indicator of the importance or popularity of your website. Google, for example, may consider heavily linked-to websites more relevant than others in their results pages for a search query. When backlinks to your site come from other related sites, they are valued as being even more relevant. The higher the relevance of backlinks, the greater their quality.
High-Quality Content is More Likely to Be Shared By Your Customers
It’s important to remember that when putting out useful, high-quality, original content, it should be optimized not only for the search engines through the use of keywords and links to other relevant sites, but for the reader as well through clear, information-rich, concise writing. Your goal is to get consumers to actually read what you write, and to keep them engaged so that they spend time going deeper into your site in search of more information. Generating traffic to your site is great, but if you are not converting readers into customers it’s pointless.