Content is King; Is Your Site a Peon or a Monarch?

Content is King, or so the saying goes.  What does that really mean on a practical level?  What it really means is that readers that know how to use a search engine are basically left in the driver’s seat.  If they read your content and rate it as a solid B, it is more or less as good as an F if what they want is an A+ article or post.  Someone, somewhere is making that A+ content, or it is already out there.  If you are packing your site with content you cannot honestly say is all-star in nature, you might be spinning wheels…

Then Again…

Then again, you have to look at the articles and posts for what they truly are, at least from the perspective of someone using a search engine.  From their point of view, the content that brought them to a site is sort of like the first impression one gets on a blind date.  The role of the mutual friend is played by the search engine in this case, and it has provided the meeting but the first impression has yet to be truly made.  The first piece of content that a visitor sees will pass as the first impression, but they may not even see the link from a search engine if the search engine has determined that the site is not authoritative in a given field that relates to the search of a given user.

How do search engines determine authority?  Often by volume of content that rates highly by SEO standards, but that alone does not make any piece of text or even a video great.  So, the bottom line is that for A+ content to be seen by users, a large volume of quality articles and posts need to be present and waiting.  Furthermore, tools that link different pages together are very useful and help viewers find more information in a quick and easy fashion.  If all of the content is not A+ content, then there is a chance that users will arrive on a site and have a bad first impression.  Before talking about a solution, let’s look at one other factor: links from other sites.

On the Other Hand…

Of course, some users will receive their links from other sites, and those links will almost certainly be to core content.  This should leave the best possible first impression, but what will fickle viewers do when they leave the core content and start stumbling upon pieces that are uninspired or just plain wishy-washy?  If you said ‘close the tab’ or something to that effect, then you are probably correct.

Lessons for Aspiring Monarchs

The lesson here is simple: all pieces and posts need to be sharp, as much of it as possible.  Therefore, a few suggestions come to mind:

  • Great artists are always willing to destroy dozens or even hundreds of their creations in order to create something truly unique and amazing.  History tells us that there are countless famous speech writers and authors that are similarly picky.  Try imitating this, but take it into the digital age by not only making a pact with yourself to scrap your first effort or two at creating any content, but to actively schedule time to review and improve old content.
  • Find new ways to alter old content.  Therefore, it would be wise to schedule time every week to visit sites that you like to read and learn from their writing styles as well as visit sites that have a focus on writing skills.  Determine which aspects of the writing styles and content appeal to you and then feel free to add them to your repertoire.
  • Remember that sloppy content and/or fluff is not what people want to see 99.99% of the time.  Most of the time, people have a reason for visiting your site and if you fail to meet their expectations, they will simply move on.  That is the benefit of the anonymity of the web, and it does not permit salespeople to express their ideas in any way other than flashy content.  The sole exception to this is when a well-chosen theme is being used or the overall aesthetic of a website is exceptionally well executed.  Some people simply like flash.
  • Never forget the search engines.  Try to use tools such as Scribe SEO to evaluate texts to ensure that they will be found by readers because search engines understand the texts as well.

Written by

Chad Weirick is a global traveler, ghostwriter, teacher, and father. His hobbies include reading, languages, mixed martial arts, photography, digital media, blogging, and spending time with his family.