Let's first take a look at what appears to be one of the major trends occurring in the algorithms used by the search engines...
The primary purpose of SEO efforts is to improve the visibility of a website on search engines which in turn drives an ever increasing amount of qualified traffic to that website. On-site SEO then leads visitors to some sort of "conversion" where contact information is left, a phone call is made to the company, or a purchase is made. The challenge is that visitors arrive on the site seeking information (content) that adds value while being relevant to the their search terms, a determination that takes somewhere between three and seven seconds.
There are many components that factor into a visitor's decision to leave or stay on the site during this brief timeframe but the content that is seen upon landing plays a huge role. Bad content can be presented in numerous ways including:
* Headlines that are not relevant to the search term that brought the visit to the page
* Text that doesn't become relevant to the search terms until the reader gets below the fold
* A user experience that does not include a call to action
* Sloppy spelling and grammar
* Poorly written page content
Where bad content hurts SEO efforts then is the on-site aspect of the practice. This can be a tough pill to swallow for site owners, especially when off-site initiatives have succeeded in delivering targeted traffic to the site. Fortunately, fixing bad on-site content is relatively simple process that can show results by taking a few specific actions. These actions include:
* Modifying the landing page headlines so that they express a direct relation to the search terms that are delivering visitors
* Make sure that the on-page content shows relevance to the keywords used by arriving traffic
* Structure content so that it subtly guides visitors through a conversion process
* If in-house staff can't develop professional content, hire outside
Presenting bad content on a website can cost a fortune in lost business as visitors, drawn to a site because of solid SEO efforts, bounce off to the sites of the competition. Developing professional content can retain those visitors and lead them toward the lifeblood of any commercial site: Conversions.