The old search engine optimization adage read, “content reigns king.” For those of you wondering what this means here’s a quick explanation. When creating web sites SEOs, marketers, webmasters, etc., have been told by major search engines to focus on content. The better the content, the more unique, the value to the industry, how it is written, are all crucial factors of providing the internet community with quality additions. For some time, SEOs have specifically said the primary focus to any SEO strategy is to write and provide quality and relevant content on web sites.
The belief was/is that quality content not only gave legitimacy to your site in the eyes of the visitor, but was/is a major factor in ranking high in search engines (it’s a large determinant in your search engine placements.)
The early 2000’s rolled in and quality/responsible SEOs held onto the quality content argument, however, it appeared at times that other methods were yielding better results. Spammy techniques and web sites that used copied content were starting to creep higher in the search engines.
Top search engines have made great strides in stamping out web sites that do not offer real value to their users and also use copyright material. Today, there are varying levels of ‘copying’ that have varying levels of penalties/delays in search engine like Google. Copyright is a topic for another article; let’s return to the original question.
Should the SEO adopt a focus primarily on link building and other aspects of SEO, or does content remain number one in importance? The latest Google patent application sheds some light on the situation that will please some old school SEOs. Google appears to be poised to introduce a greater degree of human editing in their SERPS.
The movement to stamp out web sites that spam, used black hat SEO techniques, had stolen content, etc., was largely driven by human editors. The same process was undoubtedly used, and now is being used, to impact obedient web sites and consequently the SERPS (in a positive way).
An excerpt in the latest application for Google:
“In a second way, the editors may establish categories/topics from a directory that may be compared to the search query to determine if the query satisfies a particular query theme. For example, a set of topics could be the topics in an online hierarchical directory (e.g., a Web Directory), such as Open Directory, Yahoo!, or Google (www.google.com).”
This suggests two things: 1. greater human involvement in ranking web sites, and 2. the continued value of some leading directories.
How does this affect the content you place on your website? Since Google is doing more to reward web sites who follow, “provide quality and unique content for your users,” and not, “web sites with the greatest number of back links, (or other SEO items,)” it is a clear indication that a re-emphasis on the already relevant content theme is being firmly established. The added incentive for webmaster to provide content that is unique and relevant is given a boost with the human editorial aspects Google appears to be implementing.
Consider the following reasons why this suggestion remains the popular understanding, other than recent Google moves.
A) The value in the eyes of the search engines for great content fully optimized for keywords cannot be reproduced/replaced with any other tactic.
B) Differentiating your website from the competition lies within the quality of your content.
C) ‘Link-bait’ is usually created through quality and profitable content that other web owners feel are useful to their users. It also encourages social linking from del.icio.us, Technorati, and others.
D) Quality content and content that is routinely added expands your website’s market reach (more topics, more keywords, etc.)
There are more reasons why webmasters who have focused on providing quality and unique content will be rewarded greatly for their product (if they haven’t already). Distinct SEO will still support the notion that the single item that separates good web sites from those that excel with users and search engines is great content. Yes links and other SEO aspects remain important components, however, it is content that generates and retains king status.
BUT. The caveat is this, everyone this they write the greatest content on the face of the earth. Fact is, GREAT content costs a lot to build. Unless your the normal industry updates on your blog kinda writer, then you’re looking at 1K investment PER lengthy article for GREAT content that has lasting value and enough clout to reap link back rewards. It’s not a scam, great content takes time and investment. It’s unique, it’s valuable, it’s not something that any schmuck can create out of their back pocket.
Once you have the content then you need to promote effectively to the markets you’re targeting. Find where they’re at and promote to them your new found gold. You’ll note the difference if you ever compare half attempts at self-proclaimed ‘good’ content and the real link baiting deal.