Do you sometimes wonder where all the hype around search engine optimization is taking us? Sure, it makes sense to do everything possible to promote a website and make it more visible but don’t overlook one basic rule of thumb. The best websites are more than just advertising and marketing tools. They have stickability, that is, they stick in the mind because they do something other than advertise or market a product or service. They use content to educate, inform, or inspire and this makes them memorable.

So, you can have a webpage that is optimized to the hilt with the slickest ad copy ever but if the content is ordinary, don’t expect great results.

Content is still Queen.

Of course, good SEO will boost your site’s ranking and push more traffic your way but think about what you have to offer once all this traffic arrives at your site. A number of first time viewers will convert straight away but many others will look and move on. They may intend to come back but chances are if you don’t have something unique or memorable on your site they won’t remember who you are or how to find you. This is where good content is so important. It is not enough to appeal to a potential customer’s greed or gullibility via marketing or advertising copy.

Good business-based content informs and educates. Your aim should be to help readers learn about your industry, your business and the products and services you sell. Even if potential customers don’t buy at the first visit, interesting, well-written content will help brand your site and your business as a credible and reliable source of information. Potential customers will remember you as someone who they can deal with or buy from with confidence.

So what sort of content should you provide?

Focus on content that will help your potential client or customer make an informed choice or give them information about what is special or unusual about your business. Try not to turn these pages into covert advertising spiels.

For example, if your business has an interesting history or it is a family business you could include a page about the history of the site and the people who work there. If you design and sell a particular product, you could have a page on the design or manufacturing process. How to information is also good, for example, how to select the right product for a particular purpose.

What form should content take? It doesn’t really matter how you present your content as long as it is easily accessible. Content can be in the form of articles, ezines, sidebars or white papers. Write it yourself or employ a professional web content writer. Whatever the case, make sure the text is clear, engaging and audience-focused.