(Unique) Content is King
Although I believe a great domain name can help catapult a company’s website over others in search engine rankings, I believe the content on the site is as important when a person develops it. Owning Lowell.com and having the Lowell Spinners section at Lowell.com/lowell-spinners.php probably helps my website’s rankings (although the second “lowell” may be overkill”), it’s the good and fresh content that continues to drive people to the site during the season.
If your content isn’t accurate, some people may not even notice, and it’s just a bit of a disservice to them which they won’t realize until they bet a friend at a party and turn out to be wrong. Others who are experts on the topic, the people who might want to advertise on the site for example, will think it’s unprofessional if there are many errors. At best, they will send you a small email to point out your inaccuracies. At worst, they won’t return to your site and won’t contact you about advertising.
It’s also imperative that the content is unique to your site. Sure, a city’s history doesn’t change, but they way it’s presented should be unique to your website. Facts are facts, but oftentimes, one site leaves off some facts and each site’s information is different. Research is important to get facts correct, and that can mean researching a variety of trusted websites and offline sources for the correct information. Oftentimes, it can be as easy as calling on an expert to get the information. This is time consuming and expensive, but it’s well worth it.
Tomorrow, I will provide some insight in to hiring a good copywriter and preventing plagiarism/content theft. A domain name, cool web design, and great SEO are all very helpful to driving traffic, but good and unique content will keep visitors returning for a long time.
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