Well, actually, content is king. Google loves it. What’s actually at issue is just to what extent it’s useful. Rumor has it that if you just create great articles, blog posts and the like, everything else will fall into place. Ummmno.
This myth of the importance of content is perpetuated by many Search Engine Optimization companies for one of two reasons. Either they don’t actually know what’s going on, or it’s a ruse to confuse the rogue scholar do it yourselfer. I personally believe that any search engine optimization provider who is worth doing business with would know better. They may fall in the latter category, and that’s understandable. After all, it’s a highly competitive market, and it keeps some players out of the field.
The thing is it’s not as simple as slapping up new content every few days. While it does keep you at a certain level in the SERP pages, it’s not going to improve your ranking any beyond that. The key element to making content work is distribution.
If content is king, distribution is queen. You know how that works out in the chess board? The queen has the most power for most practical purposes, except the win itself. If the king is taken out, the game is over, sure. But its the queen that can walk all over the other pieces and take out the other king. Also, you’ll never win a game with just a king.
There are two main ways distributing your content can work for you. For one thing, you don’t have to have only one page with it. In fact, it’s much better if you have several pages with content, making sure that they’re all reciprocally linked. If you just have one page with content, you will only have one page on the search engines. That makes you just one entry out of anywhere from 8 to 15 entries on one page.
Now if you had 8 to 15 pages of good content, you could be the only person on that SERP page. The viewers would have to choose only between clicking on one of your results, or go on to the next page. There would be little or no competition.
Another way that distribution works for you is that you can post your content off of your site. Submit some articles to an article directory like EZine or Article Base and link back to your site. In fact, you don’t have to submit to just one article directory. You can also make blog entries and link those back to your site.
With this technique, you are actively creating links to your website. This is where the real gold is with content. What Google really likes, possibly better than content, is links from sites with authority. This is where the men are separated from the boys.
The problem with just posting good content is that it’s only part of the equation. You can feed a website content every other day for the rest of your life and hope you get unsolicited links and get nothing. When you actually build your own links to your site, you will be on the path to victory.
Jesson Preston is an internet marketing expert, specializes in Search Engine Optimization and Social Media Management. Mr. Preston is currentlybased in Baltimore, Maryland.