I think I first saw this expression many years ago while researching organic search engine rankings in Google. Made sense to me. The most important factor in gaining and retaining high rankings is timely and strong content. According to Google, their goal, “is to return highly relevant results for every query.” So what makes search results from a particular keyword relevant? In the perfect world, it’s content.
Google claims that they don’t factor meta tags into their ranking system. Whether this is entirely true or not, is definitely debatable, but what is not up for discussion is how important they rank a site’s content. When you’re writing copy for your website, consider what your audience might be looking for, consider what you can say that might be helpful to your customers or your potential customers. After you’ve developed content for your site, read it again. Does it read like an ad or brochure? If so, write it again. There’s nothing wrong with having promotional language on your site, but don’t dwell on it. Don’t make the fact that you’re the best Widget Manufacturer in the world the primary focus of the content on your site. Even if it’s true, how can you prove it? Does Google believe it? Most importantly, is that really that useful to your audience?
Focus on backlinks, unique traffic, and a well-organized site. Just don’t forget who is king.