Why Content is Still King

Whether you’re a writer, marketer or simply a spectator in the SEO and Internet marketing space; you hear the phrase “content is king” constantly. Some roll their eyes at the phrase. To others, it’s their credo. Perhaps it has become a bit cliché, but I feel that it ultimately holds true in regards to the success of the modern website.

Plenty of people are scared of SEO. They don’t understand it. But really, at the end of day, content creation is probably the component easiest to grasp, understand and ultimately execute when it comes to making your site look friendly to Google.

Lately I’ve read a number of “how to survive Google Panda” posts on popular marketing blogs, and they all seem to be coming in at once. I recently wrote my own piece about creating quality content post-Panda and how it’s become a huge talking point in the Internet marketing world.

This recent Hubspot article details some examples of how sites can “protect” themselves for future updates rolled out by Google ala Panda.

But first, I couldn’t help but notice the article’s title. “How to Protect Your Website Content From Future Panda Updates.” It’s hard for me to tell by the article’s tone whether or not the title was intentionally fearful, oozing a subtext that sites need to “protect” themselves from Google (linkbait, perhaps). While they don’t necessarily believe that Google is “out to get us,” there are many Internet marketers that remain rather critical of the search giant’s practices. I personally feel that Google is putting their best foot forward when it comes to handling web spam and the concerns of the community. Google’s ultimate aim isn’t to force webmasters to make sites that appease them, but rather to encourage the growth of sites that cater to a positive user experience.

How is this achieved? Content.

Now, let’s talk about the article. Firstly, the author uses the “content is king” phrase right off the bat which further drives the ol’ cliché home. The thesis here is that improving your site post-Panda is all about content. There are two points that the author makes specifically that I feel are particularly interesting:

1. Post Content on a Regular, Frequent Basis

2. Don’t Over-optimize Your Content

The first point has been beaten to death by the Internet marketing community and should come as no surprise. Google loves sites that update frequently and comes up with fresh content on a regular basis. “How much” and “how often” are disputable, but this basic fact should be the cornerstone of any website looking to thrive. I’m tempted to say it’s a no-brainer, but really, it just makes sense. The sites that we love and visit on a daily basis update regularly. Whenever we visit, there’s something new. That’s why such sites are popular and Google has taken notice.

The second point is perhaps a bit more puzzling to those trying to wrap their heads around SEO. But think about it. Stuffing keywords and having immaculate site architecture might provide you with some garbage traffic, but quality, consistent content will bring you return visitors and more conversions. I’ve said it before and I’ll say it again; “perfect SEO” means absolutely nothing if you’re providing nothing of value to your visitors. Google’s algorithm is becoming smarter and swifter, and therefore it’s time for webmasters to adapt.

In short, content is still king. It’s sitting on the throne and doesn’t look to step down anytime soon.