I am sure you have heard it at least once before when working on your website, “Content is king.” In the SEO space, that saying rings true. Without a focus on content, any SEO effort is headed for trouble.
This fact surprises my clients the most. They brace for the code changes, they get hip to metadata, and they grasp the linking challenges. But when it comes to the mandate for optimizing copy and adding new content, the road gets rough. It’s the part of the project where you are driving on a paved road, and when we get to “content town”, the road turns to gravel, then to dirt, and then sometimes dead-ends.
We put so much emphasis on keyword research and content at CSG Interactive because it makes an optimization effort successful. Search engines have rewarded us time and again when we have a little latitude with content and create relevancy. We challenge clients to look at who they are and what they do in the context of their consumers’ searches and interests.
Sometimes our research reveals a great demand for information about how a client’s product is applied. Thousands of people want to know how to install their widget or clean their widget. We remind clients that search is a channel that satisfies information hungry users. We need to ask, “Are you willing to satisfy that appetite with optimized content?”
My advice if you are thinking about a serious SEO program? Prepare to examine how your content measures up to what search engine users demand. Most importantly, be ready to allocate resources and time to a content overhaul.