Any successful search engine optimization campaign will invariably require quality content. Some websites might try to manipulate search engines for quick gain, but anything claimed from underhanded or black hat techniques will be temporary. Most e-commerce sites make the mistake of thinking that content is the domain of informational sites, that tips, videos, or articles aren’t necessary. Many websites make the mistake of thinking that it isn’t part of a successful campaign.
Content is king, no matter what you’re trying to do with your website, but you need to have a plan. You need to make meaningful content.
Plan Out Your Content
Most people just write what they know and call it a day. That’s not proper SEO. Proper content creation is not limited to just throwing out what’s in your head. Your content must have value to other people. That means it has to be informative, entertaining, or meaningful.
You must also consider where and when to publish your content. Some articles are best left to other sites, to pique interest and drive traffic to your main site. Some topics are best handled on your site. Whatever the case, you must consider not just what’s inside your site, but whether it’s in the best place.
Make Your Content as Perfect as Possible
Research isn’t everyone’s cup of tea, so when someone needs to write an article on the ten highest rated video games in history, he might get lazy and just get the first ten game names from a search engine results list and assume that they’re the best. The fact is just because you might be able to get away with putting less than accurate information does not mean that you should.
Do your due diligence. If you need to make a top five list, make sure that every item deserves to be there. If you need to get an interview with an authority, find a way. The work you do will show in your content. If you have writers, make sure they understand this.
Write in white heat, edit in cold blood. When you write, don’t stop writing. Just keep typing, just keep letting those words flow. Calm and care is best left for editing. Editing while writing is a tortuous and slow experience and you can end up forgetting to add important points or information. If you have to take a few hours off to get a better look at your document, do so. Better that something take more time than you end up publishing something filled with logic holes and spelling errors.
Editing after you’ve cooled down allows you to read your work dispassionately. It allows your mind to refresh so you don’t just skip over anything and potentially miss a logical or factual error.
Promote Your Content
Promoting your content doesn’t end at Twitter or Facebook. That’s only the start of your promoting efforts. You’ll need to establish a presence. Tweeting or sharing doesn’t matter if no one knows that you exist. You need to make people aware that your site exists, that it updates, that new things are there all the time. It’s a chicken and egg scenario for some – you need content to promote to let people know you exist, and you need people to know you exist to promote your content. This is the main reason why your SEO strategy must go beyond simple sharing and tweeting. Share your best articles, the ones that are the most universal and most likely to attract attention and clicks. Your other content will do the rest.
Content is important, but it doesn’t solve things by itself. Your content needs meaning, quality, direction, polishing, and promotion to be effective. Do that and your content will work for you.