In the midst of new social media tactics, analytics trends, and insights into innovative technology from the search engine themselves, The Business Case for Content Development at SES San Jose brought information back to the core of SEO – content development.
Content is what the search engines read, it’s what attracts links, and it’s also what ends up converting traffic. Without serious consideration to a website’s content or content strategy, the site will be impaired in its ability to drive traffic, improve rankings, and produce sales.
Health Lloyd-Martin of SuccessWorks pointed out a few examples of websites that seriously improved their performance thanks to content. The first example was Zappos.com, whose blog, twitter account, and onsite content, work together seamlessly to drive traffic to individual product pages. In another example, Heather used AmsterdamEscape, an Amsterdam travel website that actually was banned from Google, but was able to slowly redeem itself by embarking on a complete content overhaul on their website. The website is now back in the index and enjoys strong rankings.
The trap that AmsterdamEscape and other Web marketers fall into is focusing too heavily on keyword density. Search engine algorithms continue to advance and become smarter, and as such, keyword density is an SEO copywriting technique that has become outdated. With semantic search just around the corner, a high keyword density will likely have little effect on your rankings, and may even have a negative effect.
SEO copywriting is about producing direct response copy. It’s about providing valuable information, not an overabundance of keywords. With that in mind, savvy SEO companies are looking for those with direct response or journalism backgrounds to fill the copywriting roles within their organizations.
When building a Web page, Forbes.com SEO Lead Annie Stickney finds that beginning with the small things can make an incredible difference when it comes to search friendliness. Having the appropriate Meta keywords, descriptions, and titles in place that accurately describe the on-page content are typically simple steps to execute. For Wordpress users, there are plugins available that even automate these steps! Although many SEOs will have different opinions about effectiveness of titles and Meta content, it’s the low-hanging fruit when it comes to SEO, and its value, even if pertinent to only a few search engines, shouldn’t be ignored. In the case of Forbes.com, which produces ample amounts of content daily, forgoing this simple step really can make all the difference in the SERPs.
Content is an important ranking component for many car dealer websites and Web pages. Looking at a page on used cars Richmond, the page contains the ample content that focuses on the main topic, used cars in Richmond VA. Although the design of this Washington DC used cars dealer is vastly different, the component that remains the same is the content, both on page content and Meta content.
Any car dealer or Web developer would be wise to consider the value of SEO content development, and understand how crucial it is to a website’s search performance. Not only should on-page copy and Meta content be honed, but audio, image, and video content should be optimized for the search engines as well.
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