It is hard to underestimate the importance of fresh, keyword-rich content for search engine optimisation (SEO).
The internet is a tool for delivering information, and consumers seek relevant and interesting writing.
All search engines want to do is keep their users happy by supplying them with such content.
Portals such as Google and Yahoo! constantly develop their algorithms to make sure they only offer useful content.
This means a hugely important aspect of a website’s visibility is filling it with keyword-rich articles, blog posts, features and other copy.
For many companies, online content creation is a pain. They want to be able to pay a web designer or SEO agency to build a website which will rank highly and then not have to think about it again. However, marketers should remember content can make a big difference to the effectiveness of a website.
Companies can set up a blog, fill it with keyword-rich, relevant content and capture industry interest. Then consumers can easily find the pages through search engines and the useful, interesting information will make them revisit often.
Content is extremely important, agreed. However, persuading customers of this is the equivalent of banging your head against a wall sometimes.
Businesses seem to value and understand the importance of good SEO, invest enormous amounts in design and code and then forget to develop a writing strategy. Or write in the first place.
Despite an accute need for good online copy in the B2B sector, there is still too much fluff.
Although there are stacks of the copywriters out there pitching SEO writing skills, I don’t see too much evidence of business biting. My guess is that as SEO gets more important, they’ll eventually come around en masse to the need for great copy.
“Although there are stacks of the copywriters out there pitching SEO writing skills”
@ Jon – Do you think, like I have considered, that a lot of these copywriters are probably just ‘bending’ their role’s name a bit to help them into a profitable new market, with maybe little or no SEO knowledge including important aspects of SEO copywriting like keyword placement and good use of anchor text?