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Content is King - Believe It Somewhere between ever more sophisticated graphic design and
more complicated CSS, many designers have are starting to forget
one of the ground rules of the web. This rule is the arguably
the most important rule to follow at all times; one that you
should always keep in mind when you're designing your website.
So what is it? It's simple. Your visitors are at your website to
get information. Content is King.
The Search-Driven Web
Studies show that well over 90% of users now have a search
engine as their homepage, and use it for around half of
everything they do on the web. Unless you're advertising your
site heavily, most of your users are likely to arrive through a
search engine. However, they're relatively unlikely to just be
searching for a description of your products. What are they
looking for? Information. There's a reason why the web was once
referred to as the 'information superhighway' - while some
people might be actively looking to buy things, most of them are
just looking for information.
Relevant Articles
So, if you're selling products, you need to provide articles
that your potential customers are likely to want to read. The
bigger the audience you can build for your articles, the more
conversions you're going to have to sales. It can't be
emphasised enough just how important your content is: if it's
badly-written, or not useful, your visitors are likely to just
go back to their search results page and try another link. If
you give them good information, though, you instantly create the
kind of loyalty that no number of advertising dollars can buy.
What many practitioners of techniques like 'search engine
optimisation' don't realise is this: you can't fake good
content. However many keywords you might stick into it, you'll
fool search engines, but not the visitors they bring in - all
you're doing is costing yourself money in bandwidth and wasting
people's time.
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