Good content is king

Share this content:

It's said in search engine optimization that "content is king," but the truth is that good content is king.
Companies often are puzzled as to why their expensive, cutting-edge Web sites are perpetually outranked by sites of perceived inferior quality. But searchers are not seeking to be impressed by fancy Flash sites, nor are they looking for virtual pieces of art.
Studies have shown that search engine users seek one thing: information. Sites that consistently rank high usually offer something of value to people who entered the search query. Search engines do not care about the size of a company or how much it spent on its site. They simply need to return relevant, useful results.
Engines change algorithms frequently to improve their results and to remove sites that are ranked artificially high. Most sites that remain highly ranked throughout these algorithm shifts have a common denominator: They offer something of value to visitors and are considered a resource for their industry.
A common argument from companies advised to take this approach is, "We aren't trying to provide information about our industry - we're trying to sell products or services." This can be shortsighted. Expand your site to serve as a resource for those interested in learning about your industry. Your rankings will rise, and you'll attract prospects who look upon your company as an industry leader.
Also remember the "freshness" factor when considering adding content to your site. Search engines are interested in fresh content, often giving newer pages a temporary rankings boost. The logic is that if a Web site has not been updated in quite some time, the content must be dated or, at least, not the newest available information. Web sites that are updated more frequently are placed in higher regard. Moreover, the engines visit frequently updated sites more often, so new pages will be included in search results faster.
Improvement in search engine rankings is best achieved alongside the creation of an informative Web site. By constantly adding useful information, you can stay at the top of the results and bring in new clients.

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above