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This article takes a look at what should be the foundation of all of your efforts to drive traffic to your website - the content. We will also look at why websites rank and show why most SEO is a poor attempt at mimicking the natural ebb and flow of world wide web. What do search engines want? "The perfect search engine, would understand exactly what you mean and give back exactly what you want." - Google co-founder Larry Page, What do people want? When you sit at your computer and tap a query into Google (etc) the search engines primary job is to return you with a list of results that match what you are looking for. A secondary job is to order them by relevance and importance so the first link 'should' be the answer to your question. What do business owners want? Business owners want their sites to appear at the top of the search engines for a range of queries that relate to their products or services. What is wrong with this picture? The content for most websites is thrown together with little thought for either the people who will be searching for it. Typical thought process is 'lets have a homepage, about us, a list of our services and a contact us page, that should do it.' So, lets imagine Bob is looking for a new gas fire. He is going to need a fitter at some point but before he gets to that point he is going to be searching for information about the 'best gas fires', 'most economical gas fires' etc. Who should come first? In most industries, all that is out there is a bunch of brochure sites listing their products and services. That's fine, but how does the search engine determine which one to display? The search engines use around 200 criteria to decide who to rank but the biggest and by far most important criteria is links to your site from other websites. So, the standard SEO approach to this is to artificially generate links to inflate the value of your
site and this is where things start to go wrong. 90% of all SEO is back-to-front The web is like a great big conversation. There are blogs, social networks, forums, message boards and a whole ecosystem of people talking about the same things you are interested in. The best way to get links from other sites is to create unique, relevant content that will be popular with your prospective customers. Then, when conversations happen, people will find your answers and link to your site in their conversations. Whatever you sell, you are an expert in your field and the questions asked you by your customers and the answers you give are the very heart of what gets them to do business with you. A little exercise What are the five most common questions your prospects ask you? Got it? Your website should be an extension of your existing business, a virtual sales person, but, does it answer these basic questions? If not, well, there is your first five pieces of content to add to your website. If your competitors, like you don't have this kind of information you have a real opportunity to develop a competitive advantage by providing information that is of real interest to your prospects. Then, much like a sales person, once your site has helped this visitor it should ask for their contact information or ask them to get in touch so you can help them further. Now you are starting a relationship, qualifying the area of interest, making their life easier and getting a solid lead way before they are out searching for the exact product where you are forced to compete on price. Is it not easier to just buy the links? I have a tenancy to rattle on but for once I can give you a one word answer - No. You see, it is not just about the numbers of links, it is about the quality and relevance of the link. If there is a relevant internet discussion and the agreed answer is a link to your site then that is worth a hell of a lot more than 100 links from various unrelated sites. But I still want to rank for my products and services Of course you do and guess what, this approach is awesome for that. Let me explain: the search engine has to order it's results and that is a pretty tough job. Now, if you sell fireplaces in Birmingham and there are ten other companies all equally listing their wares then how does Google order the results? Well, if you have ten strong links from relevant discussions to your articles then this all builds up relevance for the whole site and if your competitors have no links then, it does not take an search engine expert to figure out who will be ranking up first. Content is King - SEO is Queen So, how does SEO fit into this? Well, you still have to build a well structured page and generate
the initial links that help generate the first flourish of traffic but to really compete and destroy the competition then a cornerstone of your SEO strategy should be to build great content that answers the informational requirements of your users. I know this upsets a lot of folks as they are not keen on writing content but you can hire a great writer for around £50.00 an article and £250 worth of content will destroy £250 worth of link building so choose wisely. That's all folks. Jeez, that ended up being somewhat longer than I intended but, hopefully you understand the importance of content and any SEO efforts without a content strategy are doomed to be and expensive cycle with no longevity whereas a successful article will keep on giving.
Alexis Kenne is the owner of Kab Enterprise and is an Internet and Affiliate Marketer with years of experience from UK. If you liked this article and still want more then please visit our site to download a free expanded website planning guide and a beginners guide to search engine optimisation. Need a Website? If you have a Jurassic site that you can't edit your self then it may be time for an update. We provide a fully optimised site that you can edit as easily as you update your Facebook profile. - email: alexiskenne@gmail.com for more details.
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