People often ask me; is website content really that important for a business. I used to ask myself the same thing really, intrigued by the fact that businesses paying thousands of dollars to outsource content for their website. As I delved further into the question, I was taken aback by the multimillion dollar content development industry of today, along with the even larger SEO industry. What’s the point behind all this? Why are businesses getting so desperate for content? Is a website and its content really that important?


In order to answer these questions, you’ll have to think like an average user. Think; if you were someone living in say, Missouri, who wanted to get his pool cleaned, what would you do? Well unless you have been living under a rock for the past decade, your answer should be ‘Google it!’ So you search for ‘Pool cleaning services in Missouri’ and a number of results pop up in hundreds of pages. What is the most probable link that you would be clicking on? The first one, right? Of course, the first page links will get the most preference among laymen users.

Naturally, there is a high demand among businesses to get into the first page links, or at the very least, second. But it’s not that easy getting there, for you see, no one actually knows how Google determines which pages get to be on top and which don’t. What we do know is that there is a combination of factors that mix up to decide a link’s fate on the search giant, including keywords, FAQs, back links and referrals.

The second thing about engaging and unique content is that it acts as a USP (Unique Selling Point) for the website. You may have reeled them in by having an attractive line or two as metadata, but what will make them share on further or comeback for more? Unique content!  And as I have said before, the number of referrals will directly have an impact on the page ranking for the particular site.

The Actual Optimization Process

So now that you have understood the importance of Google’s page rankings, it would be safe to tell you of the various hurdles and details that come in the optimization process. You didn’t think it was easy, did you? Here’s an example for you; Google aims to block spam pages that just get into the top rankings by repeating a redundant keyword, which is why it doesn’t display pages that are detected to have a keyword density of more than 2% or so. So if you force-use a keyword, you might just be blacklisted. This is why it is so necessary to have a defined strategy before inputting content on a website.

So remember the first question I asked? Well here’s your answer to why businesses spend thousands of dollars on SEO and content development for their pages, so that they may avoid making any drastic mistakes while expanding their business reach.