Writing good website content is not only the most important and powerful search engine optimization (“SEO”) technique, but it is really a mandatory piece of your website without which your presence online is non-existent. Ask yourself why would someone come to your site? What will keep them coming back? Competition is becoming stiffer online by the day and it is difficult to attract visitor traffic. It is human nature to resort to cosmetic enhancements.

Unfortunately, this strategy does very little in helping your site gain more importance in the eyes of the search engines. You need to distinguish yourself from the competition and the best way to do that is to provide quality content that is descriptive, informative and valuable to your visitor. Focus your message on your subject and avoid the long glamorous language, and quickly deliver the vital information you want to convey and your customers want to see.

Many have emailed me asking about the pros and cons of “over-beautifying” their websites in terms of flash technology and other fancy features. The best and most effective way to gain credibility with the search engines is to develop good quality website content. Not only is this the best SEO strategy, but it also is the best way to establish your credibility with your visitor by communicating clearly who you are and what you have to offer.

Customers have high expectations and often doubts when deciding who and where to purchase from online. You can successfully clear all their doubts by having intelligent, grammatically correct and factual information on your site. The way in which you present the information is equally as important. Your content must engage your visitor, get them interested and motivate them to take action.

Many websites today are saturated with advertising material that makes the site look like a foreclosure solicitation sign at the corner of the road. If you want to advertise on big boards and signs, you can go put up billboards on the highway. Do not try this strategy online. The Internet is called the information highway for a reason. It is supposed to be filled with all kinds of valuable and helpful information for your reader instead of mere advertising. Make your visitors feel like active participants in the small community you have created and you are certain to do well.

• • Always keep your reader in mind first and usage of keywords and optimization second when creating website content. By doing this you will naturally create website content relevant to your subject that will be recognized and rewarded by search engines



• • Continuing on the previous tip, always address your visitors as “you”. By speaking directly to your readers you are personalizing your content and making the reader feel like they are part of the community you have built online. Informative website content is first and foremost however so do not forget about this while you cater your website’s material to your reader.



• • Establish your credibility immediately. Clearly state who you are, your purpose and intentions as well as you plan in fulfilling that purpose and intention. Tell your reader immediately what benefits to expect and what you hope to provide them.



• • Give credit where credit is due. Do not copy content from elsewhere. Generate your own genuine content and provide references when you use material form elsewhere. By the same token, website content theft is increasingly becoming common so protect your website content by through copywriting/copyrighting and occasionally searching for the thieves (discuss how here – take from site sell’s narrative)



• • Relate to your visitor by providing real life examples and personal experiences. When applicable, readers like to see you practice what you preach. Adding and updating your website content frequently is one way of showing your personal commitment to optimizing through quality content on your website.



• • A picture is worth a thousand words. Include pictures of your place of business (home if that may be) and yourself. This builds instant rapport as visitors are able to relate right away and trust easier when they see a face they can attach to the website’s content.



• • Do not use complicated language. Remember, you are not talking to Shakespeare but to individuals just like yourself. If it doesn’t sound right to you, it probably isn’t. Try to make your writing as clear and concise as possible. Keep revisiting various sections of your site as part of your routine of maintaining website content to ensure all sections are clear and simple to understand.



• • Be very clear in your language. Do not use double negatives, technical jargon and abbreviations without explaining them ahead of time. Online readers have a short attention span – and you need to gather every bit of it that you can. Always keep this in mind when adding website content on a regular basis.



• • Sound courteous, but not boring. Stick to the facts. Do not offend anyone and stay away from exaggerating (i.e. using words like best, biggest, worst). Try to demonstrate your personality within the verbiage by writing just like the way you talk



• • Have multiple people proof read your content, including yourself. Ensure the grammar is appropriate and that your content doesn’t contain inappropriate verbiage. This step is often overlooked by many website owners.



• • As per the discussion above, do not turn your web-pages into flyers and newspaper ads. Provide good quality and valuable information, not just advertisements.



• • Write about what you know and are passionate about. If you don’t know something, provide a good resource for your visitor to go to and learn about the particular area of interest. Let your interests and passion be known to your reader.



• • Occasionally search for quality website content for sale and other free articles for website content. Your visitors will definitely appreciate the added resources you provide for them.



• • Talk about your interaction with your visitors either through email newsletters, blogs, private email messages, etc. Post testimonials that you have received on your website. Make sure everyone is aware of your personal involvement and the praises you receive from your readers. There is no better advertisement than personal experience through word of mouth.



• • For time and efficiency sake, use a reputable and effective content management software when reasonable. This will allow you to focus more on your core online business operation.