Nov 08, 2011

Content is King: If it’s worthwhile to read, it’s worthwhile to click

Geile/Leon Advertising, Digital
Geile/Leon

With new algorithms constantly being generated by search engines like Google, Yahoo! and Bing everyday, generating new content has never ever been more critical to upping your website’s ranking on a search engine results page (SERP). Sure you can fire out a trillion spam messages all over the web, but don’t expect such an ill-inspired  idea to work anymore. Crawlers are catching on. Actually they’ve already caught on, and it’s harder to post spam and easier than ever to get it down. Not to mention, consumers hate it. Meaning once they see that fake posting for a free cruise on their favorite forum, they will associate hatred with the culprit of that spam (hatred may be a strong work, but you get the point).

Now, a digital marketing strategy that does work is spending more time generating interesting content. The consumer doesn’t want to be tricked; they want to be entertained and informed. Marketing agencies are retargeting their efforts and hiring specialized writers to generate a web presence that drives traffic instead of wasting space.

Besides spam, another thing search engines are picking up on is top topics, frequently visited content and viral buzz. With that being recognized….engaging, informative and attractive copy is the mainstay of all websites that have managed to maintain their great SERPs. It’s a given that every business’ website should be well written and provide the information and insight that visitors want to see. But to get people there, we need to place a higher focus on generating REAL buzz through can’t-tear-my-eyes-away-from-the-screen-press releases, blogs, social media and directory submissions. A keyword thrown into a meaningless blasé post isn’t going to get clicked on, sorry to break it to you. But a keyword incorporated into a gripping, informative post just might do the trick.

Generating material that people want to read consistently, helps your following. Consumers will position you as a thought leader—witty, interesting, maybe even a little out there, but at least they are coming back for extra helpings of what you’re dishing out.

So, if you’re serious about getting that click-through rate up or a higher spot on the SERP, it’s time to focus on purposeful posting. Just because something is posted on the internet doesn’t mean it needs to be any less poignant than print content. Content is king.