60.Content is King

If you were writing SEO text solely for machines, optimization would be simple. Sprinkle in some keywords, rearrange them at random and watch the hit counter skyrocket. Sometimes SEO copy writers forget that this isn't the case. Real people read your text and they expect something in return for the time and attention they give you. They expect good content, and their expectations have shaped how search engines rank your site.

What Is Good Content?

Offers useful information presented in an engaging format to human readersGood SEO content has three primary characteristics:

• Boosts search engine rankings
• Attracts plenty of links from other sites

Note that human readers come first on the list. Your site must deliver value to its visitors and do it in an engaging way. Few sites specialize in a subject so narrow that they have an information niche all to themselves. You'll have competition. Set yourself apart from it with expert interviews, meaningful lists and well-researched resources. Write well or invest in someone who does; your investment will pay off in increased traffic.

Although search engines aren't your primary audience, they still influence your page rankings. In the days of early SEO, using keyword-stuffed META tags brought in plenty of traffic. People didn't hang around on a site that promised low air fares and delivered advertisements, but that didn't affect the search engines. Each iteration of the engines' algorithms got better at discerning valuable sites from clutter, though, so site creators had to sharpen their technique as well. Instead of META tags, they used keywords sprinkled throughout an article.

In April 2011, Google's algorithm change devalued keyword and keyphrase "spam" in favor of more nuanced means of determining a web site's value to viewers. This update sent ripples throughout the Internet. From major commerce sites to hobbyists' blogs, search engines boosted high-value sites and cast down some once-mighty sites that relied too much on keyword-stuffing. Keywords haven't lost their value, but they no longer provide the only cue to search engines.

If SEO keywords have become devalued, links have grown in value. If other sites link to yours as an engaging read, controversial screed or authoritative text, search engines view your page as a site that viewers will want to see and bump it up accordingly. Filling your site with link bait will get you noticed by search engines and the people who use them, and the best way to draw links is with strong, fresh content. Social media sites provide even more buzz for pages with great content. Those links count too, so court them with content-rich pages.

Er Ratnesh Porwal
Software Engineer
www.AeroSoftCorp.com
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