“Web content” is one of those rare internet terms that most of us can understand, but why is it so important? While it’s tempting to believe that a nice web site, with content that talks about the company, lists products and services and has a “Contact Us” page, is all your company needs on the internet, it’s far from true.
Obviously, a web site is important, but the even the best web site is useless if its potential customers cannot find it.
The vast majority of customers use search engines to find what they are looking for on the internet. When a customer enters a search term, the search engine returns a list of sites that are relevant to the search term, with the most relevant site listed first. The more relevant your site is for a particular search term, the higher it will be listed in the search engine results and the higher the chance the customer will click on it.
Relevance is important to search engines because, in essence, it is their product. A search engine’s customers are your customers who use the search engine to find your company. When customers enter a search term, the search engine wants to deliver a list of the best links, the ones that customers will find most relevant to their search. The more successful the search engine is at listing relevant links, the more chance there is that customers will get the satisfaction of finding what they are looking for and the more likely they will be to use the search engine again.
That’s where web content comes in. Search engines use the content of your web site, or other content that your company has on the web, to determine the relevance of your site to a given search term.
Sheer volume alone will be enough to get your site listed over a similar web site with less content. But, quantity without quality is a sure ticket to the bottom of the listings.
It all means that lots of quality content will improve your internet profile; but you’ll probably need more content than you think.
Remember, search engines return listings that are relevant to a search term. The implication is that businesses need lots of quality content for every term – or at least the major ones – that customers might use to find their company or products. For example, if you are a shoe retailer, your customers might search for “shoes”, “ladies footwear” or “winter boots”. You need quality content that is relevant to each term if you want your company to have a high listing for each term.
Another criterion search engines use to determine relevance is the number of links a site receives from other web sites. The reasoning is, if your site receives a lot of links from other sites, your content is more interesting and worthwhile than a similar site that gets no links. The more high quality content you have on your site, and elsewhere on the internet, the more links your site will receive and the higher it will rank on search engine results.
And that’s why web content is king.
Why Web Content is King - To learn more about this author, visit Max Kalles's Website.
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Max Kalles
(Visit Max's Website)
Max Kalles is a certified internet
consultant and conversion marketing
specialist with WSI. He has presented at
internet conferences around the world, and
his workshops and seminars have helped
hundreds of business owners improve the
results from their website. If you would
like to attend a virtual or local seminar
please visit www.si
mplifytheinternet.com
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