Five considerations: Rule #4
4. Write!
The adage that applies best on the web today is a simple one - “content is king.” SearchEngineWatch.com’s Mark Jackson has written an article entitled “The Golden Rule of SEO” which hits the nail right on the head.
One of the biggest challenges to search engines’ value proposition is their perception as a reliable source of information.
Imagine a blogger covering the auto industry writes a weekly column about the newest industry trends, solicits readers for pictures of exotic sports cars to post on his site, and runs a forum about fixing up old beat-up cars. He regularly contributes insightful information, engages other people to contribute, and if his readership is big enough, probably has major auto manufacturers making sure he’s accurately representing their brands. At this scale, the checks and balances on our blogger are far too numerous for him to get away with misinformation for very long. He’s well on his way to being deemed a trustworthy source of in the eyes of a search engine.
Adding fresh content creates parallels between old information and new information, and search engines have become smart enough to tell which web sites are publishing reliable information — and who’s just slinging garbage.
Consider this — every single small business should have a blog. Here’s what you’d accomplish:
- Keep those hungry search engines happy by feeding new content - they promise to return the favor
- Engage your customers by opening up a critical feedback channel - you’ll learn more about what they want and how you can deliver it
- Test the waters for a new product or service introduction by laying the groundwork on your blog
- Maintain that humanized image in the eyes of your customers - something your larger competitors have probably forfeited
- Bloggers and blog readers tend to forward articles more than the casual internet user - watch your inbound links multiply as your posts get quoted and re-quoted
If you love to write, you’ve got a great head start. If you’re hesitant, don’t fret - the killer content is still there, and your best bet is to work with someone who can help you blog about it.
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This entry was posted on Friday, August 31st, 2007 @ 10:32 pm on the category Blogging, Copy writing, SEO.
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