11. Content and SEO

“Nothing matters more in search engine optimization than content. Nothing.”

Sure, technical aspects of a site play a large factor, as does site architecture. A few things done improperly or mismanaged (for example, a robots.txt file, a line of code that prevents a search engine from even seeing online content) can torpedo search engine optimization (SEO) efforts. But when it comes to having a well-optimized web presence that’s visible to search engines, content is the alpha and omega of those efforts. More specifically, written content matters. Search engines can only crawl, index, and understand text—not images, videos, podcasts, photos, or any other type of graphic or multimedia content.

That’s not to say you can’t optimize ...

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