“Content is King”, or so the saying goes. What this means, in essence, is that a writer can try every trick in the book to generate traffic. He (or she) can employ fair means or foul to persuade the visitor to clink on the link which will ratchet up another visit on the stat counter.
But if the content has no appeal for the visitor when he arrives at the page then the whole exercise becomes superfluous.
Content writing as an industry is beginning to grasp this essential truth. For too long the emphasis has been upon the placement of keywords, often in the most arbitrary manner. Whilst it remains true that keywords are of paramount importance in achieving search engine recognition, to concentrate on them to the exclusion of all else is to miss an important trick. One should never lose sight of the fact that the object of the exercise, ultimately, is sales.
Essentially there are two types of content writer. For the first the ultimate goal is to attract visitors to a website. To that end keywords are researched and, having found some which are likely to work, they are inserted idiot-style into a piece of text in a similar fashion to that in which a kid wearing a blindfold would pin a tail on a donkey during a party game. If it works the script will be picked up by a search engine, and random visits will inevitably follow. Job done.
But what is the reaction when the visitor arrives? Straight away the impression is given of a product or service being offered by somebody who cares so little about their own product, or their customer, that they could not be bothered to make an even barely literate pitch for their business. Whilst an impression is made, it is almost inevitably a bad impression.
So far so bad, but there is worse to come. For search engines are becoming ever more sophisticated and accomplished in the art of identifying quality content. Material which is cobbled together with the sole intention of impressing the web spiders often has precisely the opposite effect. Preference is given to good quality content which reflects well on the provider and makes for a better reading experience for the visitor.
Historically, as the science of search engine optimisation (SEO) has developed so have the strategies employed by those whose task it is to use it to best effect. Typing stand-alone keywords in white so as to blend in with background of a website and be invisible to the visitor but not to the search engines doesn’t work anymore. Neither does inserting keywords randomly into screeds of text which are completely out of context to the article. Both will attract a penalty and consign all your efforts to obscurity.
Good quality content, on the other hand, will not only be picked up by search engines but visitors who come to your site as a result are more likely to be impressed by what you have to say. It’s a no-brainer really.
In addition, there is a much greater chance that content which is easy on the eye will be lifted and used by others which, as long as the links to your site are retained, will both increase visits and further improve search engine authority.
There is no substitute for good quality content. Include keywords by all means, but use them within their correct context and visitors will come – and stay.