SEO: Search Engine Optimization Bible

Chapter 12. The Content Piece of the Puzzle

IN THIS CHAPTER

• How does web-site content affect SEO?

• Elements of competitive content

• To use or not? Duplicate content

• Stay away from search engine spam

• Consider multi-lingual web sites

• Content management systems

• Understanding and using viral content

Content is king!" You've heard that phrase so many times that it probably just rolls off your mind. It shouldn't, though, because content really is one of the most important aspects of your web site, both from the design and SEO aspects.

Studies show that the number-one reason people visit a web site is in search of information. Even the buying process isn't often accomplished in one visit. Instead, it sometimes takes visitors four or five visits to decide to make a purchase on your site. But it's your content that brings them back to your site those four or five times until they make the purchasing decision.

The loyalty factor is what content is all about. It's easy on the Internet for users to click to a site only to find it's not what they're looking for and then to click away. But if you can target your site properly and serve up the right content, you can create a site that draws users back time and again. And that's when content becomes king.

When content contributes dramatically to your customer loyalty, it's like royalty—to be respected, babied, and even accorded some awe. Because if your content is terrible, there will be no return traffic on your site. Period. You might still succeed with so-so ...