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Why Is It So Hard to Get Clients to Create Content?
Friday, December 07, 2007
Anyone who understands search and search engines should understand that search engines love content. The cliche about Content being King still holds true even as we enter 2008. Sure things like Google's Universal Search have changed what we see in search results, but whether it's through video. images, press releases, articles, blog posts or new web pages content is what the search engines are looking for.

It's not secret that the better your content is, the better your search engine rankings will be. It only makes sense that if you strive to create informative and useful content, someone out there is going to appreciate it. It might be the engines, it might be the blogger who links back to your content or most importantly it might be a potential customer who is in need of your product our service.

So why then is it so hard to get site owner's to develop content for their websites? Content is the basis for your website. It's why people come to your site. With the dynamic atmosphere of the Internet, content is extremely important for you to promote your business, your brand or your name. Here are five reasons why I think that site owners are reluctant to develop content:
  1. They Simply Don't Have the Resources - Not Everyone has a team of content writers who they can turn to, to push out informative, useful content.

  2. They Don't Know What to Write About - quite often, some site owners lack the creativity to generate new content for their websites.

  3. They Do Not Have a System to Implement the Content - due to issues with content management systems, IT teams, implementation of content can be difficult to manage for some webmasters.

  4. They Are Worried About Giving Away Too Much Information - in the hyper competitive online space, "giving away the farm" can mean that sensitive information can spread quickly. Offering up too much content for the user can mean that your competition can view this information as well.

  5. They Do Not Understand the Importance of Content as it Pertains to Search - Ask yourself the question, "How Can I Expect the Search Engines to Rank Me #1 for < insert key phrase here > if my site does not contain any content about < insert key phrase here >? Search results are based on hundreds of factors. More importantly, the search engines are working towards ranking the sites or pages that are most authoritative for a specific query. It's all about relevancy. If I write a page about widget marketing, it better be about widget marketing and not something else that is irrelevant to users looking for information on widget marketing.
From an SEO point of view, content is important as it allows you to:
  • Improve Keyword Density Throughout your site
  • Develop a common theme throughout your site
  • Establish authority for your site
  • Provide useful information for others to link to (ie. link bait)
  • Provide product reviews, product comparisons, industry news and the like so that users do not have to visit your competitor's sites to find this information. (Present the users the information that they are seeking.)
  • Promote Your Brand
If content was not that important, you wouldn't see sites like the New York Times working so hard to get it out there. Content provides information and information is what people seek when they search.

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posted by Jody @ Friday, December 07, 2007  
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