Don't do another thing to your website until you understand the importance of content

Online searchers are smart, savvy, fast and ruthless. If someone has found your site you have a brilliant and brief opportunity to engage them. This is not television advertising where the importance of content is subsumed by attention grabbing antics.

Someone is at your site because they are actively looking for what you provide. That is exciting! They are a hopeful, eager visitor. They WANT to love your site. They might like your site if it looks nice. But they will only LOVE it if it gives them what they want. This is the importance of content.

Let irrelevant traffic fall away

Your content should not try and be all things to all people. Thorough SEO and SEM should eliminate most irrelevant traffic. You only want visitors at your site who genuinely need what you offer.

The importance of content is that it seals the deal. Provide specific, clear and concrete content about how your business can help this visitor. Allow your readers to scan for what they need, engage with what appeals to them, and give them the opportunity to learn more and read more should they choose.

Your content must speak well and speak often

Google wants to see authority sites offering original and useful content on a subject. Remember - the reputation of search engines is at stake. They do everything in their power to show relevant and precise results to searchers. Search engines don't particularly value flashy design (although they do want to see sites that are clear and easy to navigate). It's all about the importance of content.

Part of being an authority is keeping up with trends, industry and world events and customer demands. To keep in step with search engines you must keep in mind the importance of content refreshing and update your content regularly.

Don't fall into the trap of reactive content swapping. Every page you put up, blog you post and article you write must first be relevant and useful to searchers.

Think about the importance of content from your visitor's point of view

The importance of content starts with who you are and what makes your business unique. But this is meaningless unless your content has value for visitors. What might people searching in your area want to know? If you are a fitness trainer people will likely find nutrition information valuable.

Try not to have a mercenary hat on when you assess the importance of content. It can be tempting to always think in terms of sales. But most people still use the internet for information, research and education over shopping and purchases. They reward sites that make them feel connected and understood.

Nurturing genuine leads with fantastic content might not pay off in cash terms immediately. But it will pay enormous dividends of loyalty and referral in the long term. Once one working mother tells every parent in her children's class what great, FREE, parenting advice you provide and you gain 40 qualified leads ... then you'll really understand the importance of content.