Build more content, every expert is telling you to do it. Add more pages, add free tools, put in a forum, write 100's of articles, put up a blog and so it goes.
Even the search engines tell you... more is better.
Well I say what a load of rubbish! Just because search engines say that more content is better for SEO, does it make it better for your business$%:
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The answer is a resounding NO!
Good Website Content
So first lets clarify a few things.
Full examples:
Average and sizable and
Provoking to puzzle out
Depending on your industry and product, additional information, content, tools, forums and so on can be a great thing.
But say if I am selling a "widget". And lets also assume that I sell the most widgets on the internet due to...
The quality of my widget.
The quality of service my company offers.
The well thought out design of my website
The sales copy of my website.
The appropriate faq's, features and benefits lists I offer on my widget.
If I get all this right and my sales are high and my site is popular, why on earth would I want to keep adding to it and changing it with additional content$%: If it ain't broken, don't fix it.
If it were a successful shop would I constantly change my brochures, renovate every 3 months and put on extensions at every opportunity. Of course not, this would be absolutely absurd!
Off Site Content for Marketing Purposes
Now there is nothing wrong with building content for off site marketing purposes but it doesn't mean that you must add this to your website.
The two questions to ask are...
Will this benefit my client$%:
Will this help increase sales$%:
As an example, adding articles to some websites might be great for certain products however for other products it may just create confusion.
Once you have a successful site, off site marketing is what is required and nothing more if this is prudent for the product and the industry it is in.
Remember it is your clients who are purchasing your products... the search engines may love your additional content however they are not the ones handing over the cash!
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