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Here's a little secret about web site optimization. Always add fresh content with the goal of improving stickiness and time spent on your site. Fresh, new, informative content will keep them coming back for more. Just ask the folks at Marvel and Stan Lee, the man who created Spiderman. Creating fresh new content for their comic book storylines is what they do best.
For those who know me, they know that I'm a big fan of Spiderman. When I was a kid I had the greatest time pretending that I was Spiderman swinging from slides and swings saving the less fortunate. Then as I grew older I stopped collecting the comics until one day in Junior High I decided to pick up the latest issue of Amazing Spiderman. Since then I have been a great fan of the Amazing Spiderman. My collection is easily valued in the thousands and the storylines keep getting better. So much so that even CNN is covering the current Spiderman saga. You see after 20 years of marriage (in the comic world) Spiderman and Mary Jane are no longer a couple.
As the "One More Day" storyline goes, Spidey, MJ and Aunt May are on the run from the law as the entire world now knows Spiderman's true identity. A previous storyline "Civil War" involved the government requiring "superheros" to sign a registration act, which in essence meant that the government would hold them accountable for their actions. Long story short, Spiderman decided in the end not to sign this registration act and is now a fugitive on the run. This after he exposed his secret identity to the world. As a result his enemies are now gunning for Spidey aka Peter Parker. One of Spidey's classic foes, the Kingpin, places a bounty on his head. Spidey, MJ and Aunt May are tacked down at a low-life hotel where they are hiding and Aunt May is shot in a bullet meant for Spidey. As she clings to life, Spidey seeks treatment for her to help her get better. With mounting medical bills and unsuccessful treatments, Aunt May is barely clinging to life. With great power comes great responsibility.... a desperate Spiderman decides to make a deal with the devil-like Mephisto to give his aunt one more chance. The deal goes like this:
After Peter Parker's beloved Aunt May was wounded in an attack, Spider-Man and Mary Jane reluctantly struck a deal with the devil-like Mephisto in which he erased everyone's memory of the couple's time together in exchange for May being restored to good health.
So for saving his aunt's life, Spidey loses his marriage and life experience with Mary Jane. Crazy huh? Well consider this, reports suggest that storylines like this have increased sales of the Amazing Spiderman by three times of what they were six years ago. Spiderman has always been a popular character, but to bump sales up by three times is pretty... well is pretty amazing. The key was the content. The storyline. While you can contribute the success of the book to a number of things, the fact is the writers of the book were creative enough to come up with fresh new storylines.
This is something that website owners need to leverage. Not only for search engines, but for your audience. Fresh new content is what people are looking for. If you are a B2B site this may mean, having content such as product or solution comparisons, video of new product/solutions in action, competitive comparisons, industry stats, white papers or the like. To do well in the natural or organic search results, content that is useful and informative will get linked to by other sites. As a result expect to see you pages increase in the rankings in Google, Yahoo et al. Maintaining your site with the same old content just isn't a smart choice in this day and age. That might explain the success of Web 2.0 initiatives such as blogging and social networking. People seek fresh content. You want to rank better in the search engines? You want to better engage users on your website? Well begin with taking a long hard look at your content and map out a content development strategy to promote your product, service offering and your brand.
You want to make your site amazing? Consider adding some amazing content.
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