by Nathan S
It’s easy enough to find resources which say that, when it comes to SEO (Search Engine Optimization), content drives the whole practice. The mantra, as it stands, is that while you need good keyword research, your ability to implement that research is extremely limited without, you guessed it, content. Blogs, social media, web content and so forth are all touted as the most important thing you can do to rank with Google. While this is good advice, I feel like it is leading to some unhealthy consequences.
We all know that the internet is a great, vast resource of information. However, such a resource is inevitably going to be overwhelming. How do you contribute to such a body of information without it getting lost, or worse, ignored? How do you create content that people actually want to read? These are the questions which so often get ignored. Instead, people focus on SEO Rule #1: “Content is King,” and assume that that means that more is always better.
The result is business websites which are absolutely plastered with information about why they are so great at what it is they do, and that you should totally buy into their services or products. And yes, this has a place on a website. A place. They’re called landing pages and they’re doing their job just fine without supplemental help from your blog and about us page.
Otherwise, you’re making the same mistake Meltin did in his first blogging attempt.
Don’t misunderstand me. There’s nothing wrong with talking about your business or talking about what it is you do. The problem is that plenty of companies attempt to be heard exclusively by shouting, “Buy from me!” at the top of their lungs, pushing out massive amounts of alleged “information” on unsuspecting internet users. Why does a potential customer of yours need to hear the same message on every page of your website? Do you think they’re stupid?
The point I’m trying to make is this: The average internet user gets pretty irritated when you overload them with the same content, rephrased just enough to avoid Google’s duplicate content filters. I guarantee you that Google is working on ways to block this practice without throwing good content out in the process right now. Quality, rich content searches is kind of their thing. Overload the visitor with sales pitches, and they will leave your site with the sensation that all you know how to do is push your products or services. If that is the sentiment your website’s content and your blogs create, all you have accomplished is this: You’ve worked extremely hard at getting visitors to ignore you.