As we like to say in the industry - "Content is King." Not only can content provide good link fodder (people find valuable content on your website and link to it), but a site that has a continuous stream of fresh, quality content will be seen as more relevant and valuable by the search engines.
Here are four simple ways to rank better with your content:
When we look at content value, we also look at how large your website is - how many unique pages have been indexed by the search engines. The general rule of thumb is the more pages the better, so if your website only has 5 or 10 pages (with unique content on each) you may want to look into ways to expand that page count into the 100s. The most profitable websites have pages in the 1000s and 10s of 1000s. When you "own more of the Internet," your website can be found more often for terms in which you may not even be optimizing content, which is referred to as the [[long tail of search]].
We'll also look to see if any of the content that is currently on your website is optimized for relevant search terms. For example, if you run into a website that's devoted to collecting and selling old house fans, you wouldn't want to be creating a bunch of content about local lawn care services.
Some call it "keyword density," but it's more complicated than mentioning your key phrases over and over again. Having your phrases in specific areas will hold more weight than just mentioning them over and over again. Search engines have evolved to filter out websites that over-optimize.
Unique content is also very important. By unique we mean, not content published elsewhere on the Internet. If the search engines have to choose once source over another for rankings, they would rather have the 1st original source and they will attempt to find that source. It's not a matter of copyright.
No, we're not talking about an Irish soap commercial. Your content does not have to be "zesty," just new and published consistently. Search engines reward websites which update their content often, since offering the most relevant, up-to-date information is a major goal for them. Your site's main information or marketing message may not change very often. However, by adding content to the other areas to the site which do change such as timely blog articles and company news releases, you'll have a huge advantage in search over those who do not update as often.
Improving your website should be an ongoing process. The right content, with the right strategy, published with the right timing, will build a stronger web presence. Once you apply the concepts given, you'll be sure to see a boost in your search engine rankings.