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Why good content is necessary
by: Amrit Hallan
It's been now more than two years I've been writing content for
various websites, and I still feel most webmasters do not consider
content as important as the layout of the website. It's evident
from the way they want to pay measly for the content writing
services, and sometimes don't even deem it fit to pay even if the
content writer has delivered the work.
This reminds of the days when people used to have websites just for
the heck of it -- "it's a silly thing, but my client abroad wants
to see it," a client told me once about his need to have a website
for his export company.
Content writing is at its nascent state. The situation is not as
daunting as it was a year ago. I get to work with clients who
really understand and appreciate the significance of the written
word on their websites, and hence, are eager to pay good for it.
They know the expense is justified considering the return they are
going to get.
This is what Frederick Turner thinks of content -- The substantive
or meaningful part: “The brain is hungry not for method but for
content, especially content which contains generalizations that are
powerful, precise, and explicit.”
Content is the meat of your website due to the following reasons:
==| The more they read, the more they trust |==
When a visitor comes to your website, unless she really knows you,
she is full of apprehensions, and it is so natural. No matter how
cool your website is, the crux of the matter is, it is faceless and
silent. It's like arriving at a super-age spaceship that has no
humans in it. Only your words can alley her doubts, only your words
can convey that you are a real person, only your words can explain
to her what you are selling and why it would be good for her to
purchase what you are selling. Your words comfort her and sooth
her. On whichever page she is, she gets to read something that
answers one or the other question she might be having. It feels
good when you get answers to your questions, isn't it?
The more she reads, the more she knows about you and your
organization. The familiarity ushers a comfort (it also breeds
contempt but that's an entirely different issue) level. Even if she
doesn't buy, she remembers. I have a personal experience: a few
months ago I visited someone's website by chance. I think I was led
to his website by some search engine result. Although he wasn't
offering what I was looking for, I loved the way he had written (or
got it written, whatever) the content of his main landing page, and
although at that moment I didn't need to be there, I read the
entire thing. After a few weeks another search led me to his
website, and this time he was selling something that I didn't need
immediately, but may need it in the future. I remembered loving
what he had written, and I also liked what I was reading currently.
He seemed to be a nice, trusting person. He seemed to be in
possession of lots of knowledge and wisdom. His words said he was
going to be around for a long time. I bought the product. His
content sold me something I didn't even need at that time (I still
haven't used that thing but don't regret buying it).
Words have been one of the greatest inventions of the human race.
One should use them optimally.
==| Search Engines look for content |==
If you have noticed, recently your search results have been
improving when you look for terms on Google, Yahoo! etc. The search
engine algorithms are putting more and more emphasis on the
relevancy of the written content of your website. This is a step in
the right direction both for the search engine robots and for the
human beings. After all, if you are searching for a specific terms
or a key phrase, you need information specific to that keyword. You
don't need unnecessary pages coming at the top. If a website
contains lots of good content that talks about your search
keywords, it is going to be rated higher. So if you sell shoes and
your website has lots of content regarding shoes, your website is
going to be ranked higher than, let us say, even Adidas for that
matter. It's like democracy at its fullest glory.
The more keywords-centric content you have, the better is your
chance of getting a higher ranking once a search is conducted by
your prospective customer or client.
==| Lots of interlinking |==
Lots of pages having good content on your website mean lots of good
pages linking back to your main page. You already know it is
important that pages having good content link back to your main
page. The search engines think, and rightly so, that if pages
having good content link back to your website, then your website
must be relevant. Also, if your page has some useful information,
other webmasters too put that page's link on their websites. Soon
you have this massive interlinked network.
In the end I would say, it's not about having lots of content, it's
about having relevant content. If you have relevant, optimized and
well-meaning textual content, your visitors read it, the search
engines find it, and the webmasters link to it. If the content is
not good, your visitors don't read it, the search engines can't
make out what you're trying to say and hence ignore it, and the
webmasters don't link back to it. It's such a simple logic.
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Amrit Hallan is a freelance copywriter, and a website content writer. He also writes optimized content for better Search Engine Ranking. To know more about his services, visit his website site at http://www.amrithallan.com/ah.asp?d=ar
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