In real estate it’s “location, location, location,” and in Search Engine Optimization it’s “content, content, content,” which is why it’s imperative to consider your content when creating or re-designing your website. If the terms you want your customers and prospects to find you with aren’t in the copy of your website, there’s no way your site will come up when those terms are searched.
It’s important to invest a fair amount of time and effort into researching terms you think your prospects will use to find you. You may find that a term you feel is important isn’t the exact term they use when searching. In that case, their term is more important and needs to be included. It’s equally important to continually research terms pertinent to your industry when writing blog posts, since this is the most common method used to update website content.
The number one way to drive people to your website is through pertinent and useful information. The days of buying back links and bogus code are long gone. In fact, those practices can get you blacklisted. If through your content you educate your audience and become known as an expert in the industry, then when they’re ready to buy, you’ll be the first company that comes to mind. An optimized website will help them to find you, but it’s your expertise that will convert the visit to a sale.
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