It seems logical. An organisation wants more customers. To get more customers means creating more traffic to that organisation’s website. And creating more traffic means search engine optimisation. It seems logical. But it isn’t.

Why search optimisation can be wasteful

A strategy of ‘more traffic to create more customers’ is extremely wasteful. It may well create some customers, but the ratio of visitors-to-customers isn’t a gap, it’s a yawning chasm – because visitors who aren’t really interested in what you do will arrive… and leave.

Content that really connects

Better to have fewer visitors who really want what you do, than spectacular website traffic numbers which deliver a smattering of customers.

The key to this is to build the kind of content your customers really want. Things which interest them, educate them or even entertain them. It’s about putting content first.

Content Comes First

Content creator Peter Labrow looks at why creating content should be the highest priority for organisations online, not only reducing the need for additional search optimisation but also creating a website visitor base which comes back again and again.

Content Comes First is a quick read, distilling the key arguments down to just a few pages – and it’s an essential primer for all website owners, website managers and content creators.

 


About the author

Peter Labrow is an experienced content-marketing specialist. With a career spanning over twenty-five years, Peter has created website content since the early days of the Web – including copy, images and video. Peter has worked with companies large and small to develop content-marketing strategies which are a perfect fit for them, with a specific focus on business-to-business and services organisations. Peter is a Fellow of the Institute of Copywriting. He has also written a top-selling horror novel.