Content Is King
The problem with the whole white hat SEO crowd that preaches content is king, is that they lack an understanding of how the search engines work and therefore have a hard time defending their position. They are correct in the fact that content is king but not in the way they think.
When trying to rank for a vague search term like insurance, you’ll need lots and lots of incoming links. However, when trying to rank for a search term like “Atlanta Georgia Car Insurance”, some good content and a couple good links will do the job.
Now…here’s how a search takes place.
Let’s take a look at Bill from Atlanta Georgia who just bought a new car and is looking for insurance.
Bill goes to Google and does a search for “insurance”, after looking through the top ten results he is overwhelmed by all the different types of insurance. We have life insurance, home insurance, health insurance, boat insurance, flood insurance and the list goes on and on.
So…Bill returns to Google and does a search for “car insurance”.
This is almost what Bill is looking for and he is getting a good idea on prices but he’s still not happy with the results.
So…once again Bill returns to Google and does a search for “best prices on car insurance”.
Now Bill finds exactly what he is looking for and he is almost ready to make purchases but before he does…
He returns to Google to make one more search and this time its “best prices on car insurance in Atlanta Georgia”.
The more precise the keyword phrase the easier it becomes to rank and the more likely the searcher is to convert into a buyer.
However, this creates a new problem, ranking for enough search terms to drive enough traffic to our sites to pay the bills. This is where content comes in, by writing articles and adding them to our website we are doing two things, grabbing low hanging fruit and building up internal link juice.
You see…every time we add a page of content to our website, we are also adding more juice to our site. Every page we create starts off with some type of link juice. Done correctly we can funnel this juice back to the main page and help the site rank for the more competitive keyword “insurance”.
And let’s not forget that some of the pages on our site will need a couple extra bits of juice to push them into the #1 position.
And just about every way of getting those extra links require some type of content.
So…content is king.
