In 1996 Bill Gates wrote an article titled “Content is King,” now a common catchphrase used when talking about Internet content. Today, over 16 years after it was penned, Gates’ article has been described as “shockingly current.” It’s hard not to agree.
What makes content so important, and why is it considered king of the Internet? It all comes down to the power of the mighty search engine. The more content the search engine can find that’s relevant to a particular search phrase, the more chance your website has of being listed in the search results. Website owners not capitalizing on content creation to reach their target audience are missing search engine optimization opportunities.
“I don’t write well,” or “I don’t have time to write,” may be some of the fears you face when contemplating writing content for your website. Yet, content creation comes in all shapes and sizes; it doesn’t need to take a lot of time, and you don’t always need to write an in-depth article. Content may be in the form of using photos to illustrate a story; the text that accompanies the story may be a paragraph, or even a sentence, to describe the images.
Alternatively you can always use a guest writer who’s knowledgeable on a particular product or service you supply. If you’re a restaurateur, you could have one of your staff write about serving etiquette or perhaps writing about the latest wines on the market would be an attractive opportunity for your wine rep to get more exposure in the industry.
An addition to Gates’ aforementioned catchphrase is “good content is king.” The key to good content is using content containing keywords relevant to the product or service you’re supplying. It’s great to see increased traffic to your site, but more importantly you want the visitors to be within your target market. There’s no point in spending a lot of time attracting visitors to your site if they’re only going to leave because the content isn’t relevant to what they were searching for in the first place.
I’ve previously spoken about viewing your analytics to see where your site traffic is generated; after you’ve posted a few articles on your site take a look at your analytics, I’m sure you’ll be surprised by the results. While viewing your analytics, be sure to pay attention to the entry and exit points of traffic. If they entered via a blog post and exited your site immediately, you may not be attracting the right visitors to your site.
Click here to read Gates’ full article.