Content Is King

"Content is King" is the latest mantra. You may have read about it. You may have been approached by people spouting it. You may even have been persuaded to do something as a result.

So what does it mean, and how should you react? Spend 1 minute going through the following.

First, content is the stuff that appears on your website. Each page has content: words, pictures, video, diagrams, etc; but mostly words.

Second, this is how it has always been. Nothing has changed.

A cynical person could think that they are being sold the same old stuff. They could be correct. But as with most online marketing, there is always a but.

Google has always wanted to display web pages that contain useful, well written content. However, many website owners just wanted to be found. Therefore a whole series of dodgy activities have been undertaken on their behalf over the years to try and beat Google.

This has been an ongoing battle, but Google seems to be winning. Bad links, meaningless blogging, keyword stuffing, and all of the other techniques may now actually cause you to fall down the rankings, if not to be banned.

As a result, many of the hard-sell, too-good-to-be-true and cheap merchants out there, have had to change tack. Now they spout the "official" line that "content is king". However, even now, they are getting it wrong. Either they don't understand or, more likely, they just don't care.

Just as blogging was abused, the content requirement is being mishandled as well. Unfortunately, you may well be taken in by this. We have come across so many offers of "unique articles of 300 words", and other such tempting solutions to this problem. But they don't work. 300 words is not enough. Google is looking for more like 1,5000! Remember writing essays in school; 1,500 words are a lot of words. Even more so if the article actually has to have a beginning, a middle and an end, and convey some useful information. Unfortunately, many traditional press releases are not suitable either (and Google has taken against them for other reasons as well). Throwing up a video isn't enough either.

This new SEO environment is an interesting one. By all means strive to deliver what Google wants. However, for many websites, this is a very onerous task. It might be more cost-effective to ensure that all of the other (200+) factors that influence your Google ranking are well implemented.

If everything appears to be OK, then congratulations. Although this is how it ought to be, many websites will do things that fail this basic criteria, and hence be a waste of time.

So what if you have a problem? If you don't care about your website marketing, then it's not really an issue. However, you wouldn't have read this far, would you?

Usually I would suggest that you first contact whomever looks after your website marketing. However, under these circumstances, they are unlikely to be the right people to sort out their own mistakes. Get in touch and I can tell you how we can help you.

By Kenneth Mackay, 15th July, 2014

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

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