Follow only your SEO expert’s advice, and you’ll spend all your time researching keyword phrases and looking for possible backlinks. Follow your web designer and you’ll be immersed in building the right image for your site. Ignore everyone but your programmer and your site’s code will be a thing of beauty. But no one will ever see it.

While each of these experts have a point  — after all, your site must be optimized for search engines, have a professional image and be coded properly – they’re all missing one key element in the equation: Content.

Why is content so important?

To answer that question, you’ll need a little perspective.

The Internet started in the late 1950s by the U.S. government as a small network to decentralize information, thereby protecting the information and communications during a possible nuclear attack.

As the Internet grew, it became a way for scientists to share information .

What do these two groups have in common? Information!

Information, of course, is content. Without anything to send from one computer to another, there would have been no reason to start the Internet. And today, the main reason people get online is to find or exchange information, otherwise known as content. Think about it. The three main reasons people get online are:

• To find information
• To find a product or service
• To find other people with similar interests

What this means for you is this: If you want people to find your website, you need to be providing them with content that falls into one or more of the above categories.

For example, if you’re building an informational website for people interested in tropical fish, you’ll need to include lots of information on how to setup aquariums, how to maintain proper water conditions, how to feed fish, etc.

Or, if you’re building an ecommerce site for the same people, you’ll need to include at least one product and lots of information about it – how to use the product, answers to questions about the product, customer feedback on the product, etc.

In addition, if you want to build a community website for people interested in tropical fish, you’ll need to set up a way for site visitors to exchange content that includes general information, product reviews, stories, etc.

What does all this mean for the busy website owner?

It explains why some of the ugliest sites on the Internet have tons of traffic. It explains why some websites that cannot be found on a search engine have tons of traffic and it explains why some sites that don’t always work properly have lots of fans.

It’s all about content. You can be the most comprehensive source of information in your niche. Or you can have the most products, or the best product. Or you can provide the largest active community in your industry.

Provide the content your customers or site visitors are looking for and search engine optimization will be the easy part. It will almost take care of itself.

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