Chapter 17
Website Cornerstone
Depth
What's the easiest way to accumulate massive content for your website?
That's not an easy question to answer but we'll look at a few ideas in a second. First, let's get back to the three cornerstones of an effective website and review our progress. The three cornerstones are:
1. Focus
2. Depth
3. Value
In Chapter 16, we discussed Focus and the importance of selecting one specialty to form the foundation of your online identity. In this chapter, we'll move on to the second cornerstone: Depth.
When someone puts a few keywords into a search query, the search engines look out into the Internet and deliver websites that have a large quantity of unique relevant content containing the keywords entered along with words that are related to the keywords entered. Incidentally, if you're curious how the search engines know what words are related to the keywords entered, they simply look into the search history to see what other words were commonly included in searches that contained the same keywords being searched for by the current user.
Let's say someone searches for the word “mortgage.” The search engines quickly see that previous searchers also included the words “refinance” and “purchase,” for example, when doing searches for “mortgage.” As a result, the search engines know “mortgage,” “refinance,” and “purchase” are all related words. Bottom line: The more content you have on your website about those keywords, the more likely you are to come up ...
