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Building Findable Websites: Web Standards, SEO, and Beyond by Aarron Walter

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4 Creating Content that Drives Traffic

A site that is brilliantly optimized for search engines is folly if it’s shy on quality content that’s relevant to the target audience. As it turns out, your content is the best tool to generate traffic.

Although your audience may discover you via one of your many findability strategies, they stay on your site and return often only if your content is engaging. Findability and content have a very symbiotic relationship that is degraded if either is not pulling its weight.

Great content presented without consideration for findability is destined to remain on its undiscovered island in a sea of millions of websites. Conversely, poor content that is perfectly optimized to be findable may draw traffic but users ...

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