“CONTENT IS KING”
Today I want to focus on what is called “content”, or the content of a website. For at least a decade, forums dedicated to search engine optimization have been talking about the phrase “CONTENT IS KING”. Some people took it seriously, while others did not.
In the past, it was possible to effectively position a website with just a few sentences of text on very difficult keywords. The number of links was what mattered, and later the power and quality of the links became more important. Eventually, we arrived at content (:, but you can’t get a lot of traffic by filling your website with content alone – good content is necessary to make link building effective. Without it, even the best links won’t position your website on moderately difficult keywords.
It took decades for the phrase “content is king” to gain real significance, and what the older generation didn’t believe in finally came true. Google began to consider the content published on a website when determining its ranking.
Until then, the biggest enemy of content-based search engine optimization was duplicate content, or duplicated content from another website. This means that if you built your website’s content by copying and pasting materials from the internet – Google will automatically lower the quality of your website because it’s not in their interest or the visitor’s to read the same content over and over again.
That’s why one of the most important factors in “on-page” optimization is 100% unique text on your website. The text must be written by you or a hired copywriter, but that’s not all – having a website with just a few sentences of text won’t allow it to be positioned for keywords that will bring traffic.
So what do you need to do to make this possible?
A website lacking in content should have an integrated blog, and it needs to be located in the same domain as your website. For example, if your website’s address is www.domena.pl, then the blog should be located at www.domena.pl/blog/, not blog.domena.pl.
This is because a subdomain like blog.domena.pl is essentially a separate website that Google doesn’t consider when optimizing the main domain. A blog should be an integral part of your website; otherwise, its potential will be wasted.
I’ll share a secret with you: regular blogging (not some marketing nonsense) is what matters most. Write about topics that interest your visitors and solve their problems (selflessly). This has the greatest value. If this condition isn’t met, the visitor will quickly lose interest in your website’s content, which can have an extremely negative impact on your bounce rate.
A higher bounce rate is bad for your website’s ranking in Google because it indicates that the keyword used to find you doesn’t match the content the visitor sees when they click on your link. Google values accuracy in search results, and if a keyword leads to a website with unengaging content, its position will be lower compared to websites that provide value to their visitors.
The most important advice I can give you is not to write marketing language, but rather the language of problem-solving. The longer the post or article, the better it is for you, your client, and Google – this is what we call the 3 WINS model. You win because you attract both Google’s attention and potential customers; Google wins because it provides accurate search results; and your client wins because they get valuable information for free.
Do you know the keywords that your potential clients use to search for on Google?
That’s great – write articles where these words should appear naturally, or else keyword optimization will be expensive and ineffective.
How can you find keywords that your clients use to search for on Google?
There are many tools available, but the best one is of course Google’s own “keyword planner” tool, which is accessible from within a free AdWords account. It’s the simplest, fastest, and cheapest way to analyze keywords – or at least those worth optimizing for.
We build websites with integrated blogs, online stores, forums, etc. We can create any functionality you need. If you already have a website but are struggling with positioning or optimization, feel free to contact us for advice (no charge).
