Over the last few years Google and the other search engines have changed the way they rank websites in organic (as opposed to paid) search results. They now value excellent site content above all other considerations.
Yes that's right—good, fresh, content posted regularly on your site will earn you respect with Google, Bing, Yahoo and the rest, and make your site more visible to those searching for your products or services.
Which also means that practices like keyword stuffing, comment spamming, cloaking and paid links have been consigned to the dustbin of SEO time. Not only that, but using these principles will actively result in your site being penalised by search engine crawlers.
But before you get on the phone to your webmaster and demand they take all the back links off your site, it's also true that valid SEO practices still endure. Proper configuration of H1 and image alt tags, browser page titles (with a valid keyword placed as near to the front as possible), are all good methods for getting better page ranking.
So if great content is king, how do you go about writing it?
Well, the details will naturally differ depending on your business. Your story and the way you want to present it is up to you. It may be information you are giving away, or a service you want to tell people about. Perhaps you have a free offer for visitors in exchange for their email address (and subsequent inclusion on a mailing list)? Whatever it is, just keep in mind when writing that your website's function is both to give your visitor what they want, and what you want them to have.
In this post, I work through the list of proven techniques that can be applied to any written content, to make sure the connection between you and your reader and between reader and 'sale' are maximised.
©George Wicker - Revised 2015