Anyone familiar with SEO knows that this has always been the case. If you create targeted, engaging, and consistent content, the traffic will – eventually – come. Over the years, the trick of many webmasters and SEO firms has been to circumvent the arduous process of actually writing original content. Instead, existing content was taken from other sources and repurposed, scrambled or simply copied verbatim and passed off as “original”. And while this method has been successful over the years in driving traffic for many sites, the current search engine climate has changed. Google and the other major engines are well aware of most of the spamming or gaming methods of subversive webmasters and SEO companies. And while it is still possible to successfully dupe the search engines in the short-term, the risks are high and the penalties are severe. Any legitimate company or web site would be foolish to put their reputation and their domain on the line in return for short-term traffic increases.

Joel Cheesman, the premier SEO guru of the HR and Employment industries, spells it out pretty clearly in his recent post on the subject:

“Joel, how do we get more traffic to our Web site?”
It’s a question I get frequently. People are usually surprised at the answer, which seems so elementary if you let it digest awhile: Create content.
Think about it. Let’s say you create one page of content (article, blog post, job description, etc.) everyday for the next year. At the end of the year, you’ll have 365 new Web pages, all driving traffic on an ongoing basis organically via search. And if the content is on topic to the visitors you want, then you’re going to get a pretty targeted audience. And no, writing about Britney’s increasing insanity is not targeted.

Great content takes time and effort to produce and sometimes the best approach is outsourcing some or all of that work to professionals. The key is that the content is original and offers value to its readers. Whether it’s through new pages being added to a site, on-topic articles, or a running blog commentary, great content will always deliver SEO success.

Tags: blog writing, content creation, outsourcing, SEO copywriting

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