Are you just starting out with a business on the web? If so, step 1 is easy:
Forget Search Engine Rankings!
To many this might seem like crazy talk, but give me a moment to explain myself.
Many businesses have been influenced by SPAM and the media to think that the single most important aspect of a successful website is a high search ranking. Is that what you think? (In a previous post I described some of the common misinformation spread in such SPAM.)
Don't get me wrong, search engine rankings are one of the elements of a successful website, but they are only one element and not the first one you should focus on.
Why Search Engine Ranking Isn't Step #1
Let's just imagine for a moment that you instantly flash onto the search engine ranking scene with all #1 placements for your selected keywords.
Instant success, right? Not necessarily.
High search engine ranking will result in visits to your website. But what is the business goal of your website? Are you simply looking for visitors? In most cases no. In most cases you have a more specific business goal, such as:
- Sell an item
- Get a new sales lead
- Convince the user of your qualifications
So instead of focusing your initial attention on high search rankings, focus on your content. Focus on providing content that is of value to your audience. Focus on effective marketing copy. Focus on usability that will allow your users to easily navigate through your site and complete your defined business goals.
By doing so you can create a "website that means business". And as a side-effect, your business goal focused website will rank better in the search engines.
Tell Me What You Think
Which is more important, content or rankings? Which do you think should come first? What do you think?
