Unique, original, quality content is the ultimate ruler.
Content is king. That’s not going to change as far as the internet is concerned. What does change are the search rankings of websites that create useful content for their target audiences. From the SEPOV (search engine point of view) it is important to create fresh content on a regular basis. It can be any regular interval, but it needs to be consistent. Of course, the amount of content you publish is directly related to the level of competition for your target search terms. The greater the competition, the more content that must be sustainably created.
Keeping up with an aggressive content creation/publishing schedule is where most businesses fall off track. It’s a time consuming task that often has a longer payoff horizon, so it’s easy to justify pushing the task off for more seemingly important things. The problem is that the search engines love consistency, and you won’t increase your backlinks without continual publishing. It’s that simple.
Think about it. Over a period of time, Site A publishes four new unique articles a week, every week, over several months. Site B publishes the same quantity of articles in the same period, but does it all in sporadic bursts. Sometimes three weeks will go by and Site B hasn’t published anything new… so which site do you think the search engines will give preference to on that basis? Hint… it’s not Site B.
Having a content plan is a vital part of having an online business/website. Contained within that plan is the keyword research to make sure you are writing content that not only gets read, by people and search engines, but that the traffic you get is truly targeted to your business… otherwise you won’t increase your customer base.
Good content balances neutral information with a subtle directive to “do business with me.” Readers can infer sincerity from the tone of your writing, so if writing is not your thing, or you don’t have time to publish on schedule like clockwork… find a competent project manager and take the monkey off your back.
Good content doesn’t have to cost a lot, unless you need a lot of it. Finding good writers is the challenge. Remember, content is not just for backlinks… people actually have to read this stuff. So don’t insult them by buying $5 or $8 articles from some content mill. The writing from those places is about on a 5th grade level and it shows. Is that really how you want educated people to perceive your business? Use those services at your own peril.
It’s always tempting to see if you can get something you need for a lower price. But, going with what looks like a cheap bargain price is often a costly mistake for the long run. What reputable editor is going to take your badly written ‘articles’ or content and publish them in their newsletters or websites? You might get an inferior article directory to publish them, but the links from those sites are not worth much… so it’s a complete waste of your money. I don’t know about you, but I work too hard for my money to pay it out for inferior services.
Investing some of your marketing budget into a content plan that is heavily keyword focused will produce strong benefits in the long run. Once the content is created, there are several implementation stages that need to be executed in proper sequence in order (pun intended) to get the full benefit from your investment. That is what makes the difference between an SEO consultant and project manager versus just a technical writer or website designer.
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