Search engines read text, and not a whole lot more. Search engines cannot see and interpret your images. They do not give bonus points to sites that look cool because of Flash technology. Search engines read text. Too often, Web sites are built based on design, rather than content. The content you put on your Web site holds a very important key to search visibility and online traffic.
Content is crucial to your Web site’s success, but it is not the only source of search visibility. Here, we explain how and why content is essential to your Web site, but bear in mind there are additional important aspects to a successful search engine marketing campaign. Content is still king, but there are other important players in the royal court of online success.
Why is Content So Important?
The content on your Web site that search engines can read is a major factor in earning top search positions. Search engines crawl your Web site’s content in order to “understand” what your Web site is about. Without the content, search engines have a very hard time understanding what your Web site is offering, and cannot award search visibility to it. Quite simply, to achieve high natural search visibility, your Web site needs to have unique content that search engines can read to effectively utilizes the keywords you hope to rank for.
Beyond search visibility, your content is what motivates your visitors to take action. On your Web site, you must talk to your market; let them know about your brand, your products and services and your expertise. Integrating the keywords you hope to rank for is important, but not at the expense of the readability of the page. Stuffing keywords into your content will do more harm than good. Write for your Web site’s visitors. Keep your keywords in mind, but focus more on your customer’s experience than the amount of keyword repetition you use on a page.
Your content not only allows Internet users to find your Web site through search engines, it also gives them a reason to stay once they are there. More factors search engines take into account when awarding search visibility is the length of a visitor’s stay on your Web site, and how often they return to your Web site. Content allows users to spend more time on your Web site. Regularly updating your site with new, educational content will bring visitors back time and time again.
Are You On the Right Track?
There needs to be indexable content on every page of a Web site that you want to search engines to deem important. When you create a page for a specific product or service, you need to create content to populate that page. The content has to relate to the topic of the Web page, and it has to use the keywords you’ve already selected to target for that page.
A lot of emphasis needs to be placed on the term “indexable content”. Indexable content can be defined as content that search engines can read. Content that is located within images doesn’t count. Search engines only see the indexable content on a page, and can only give search visibility as based on the content their spiders can read. How do you know if your Web site’s content is indexable? A simple test is just to try and highlight the text on a page of your Web site with your mouse. If, while holding your left mouse button down, you can highlight the text of your content, it is very likely that the body text is indexable, and search engines can in fact read it.
Web site owners need to understand the importance of the content on their Web site. Companies need to invest the proper resources into creating, optimizing and showcasing the content. Boiler plate content about your company or products doesn’t cut it. Take the time to create original, informative content that is written for your Web site’s visitors and optimized for search engines.
Content Is Crucial
Search engines need indexable content in order to give your Web site search visibility. Web users need content to understand what your company offers and why they should buy from you. Strong content also attracts links, building your brand’s online presence and making your Web site more valuable to the search engines. Strong content that search engines can read is at the core of your online success, though it is not the only factor in gaining search engine visibility. From Social Media Marketing to Branding Strategies and beyond, a complete marketing campaign is driven by the informative, meaningful content your company can produce. A successful, comprehensive SEM campaign is driven by a Web site’s content. Give your Web site’s content the respect it deserves, and both your visitors and the search engines will take notice.