Content Is King


By Jeremy Brown

“It’s impor­tant to think about pro­duc­ing some­thing excel­lent first. If you have an out­stand­ing prod­uct, world class con­tent, or some­thing else that sets you apart, then you can step back and start think­ing about how to pro­mote it.” – Matt Cutts of Google

• How do you stand out?

You sell cars, but so does the guy down the street. You have a web­site and so does he. So why would a cus­tomer go to your store instead of his? Why does a cof­fee drinker go to Star­bucks instead of Dunkin’ Donuts? What you offer and the way you offer it is and will always be the most impor­tant part of what sets you apart from your com­peti­tors. What doesn’t set you apart is that you offer the lat­est Buick Regal or that you have a spe­cial lease offer on a Kia Sedona that any­one can pro­vide. So what do you do and does your web­site say that?

• Who’s your audi­ence?

While you need to know what makes you desir­able to your cus­tomers, who are your cus­tomers? The way you talk about your­self should be catered to those who will lis­ten. We’re all famil­iar with cus­tomer demo­graph­ics, so does your website’s con­tent take that into con­sid­er­a­tion? You can’t answer “is this good for my vis­i­tors” if you don’t know who they are. Don’t make assump­tions, though. Just because you cater to an old­er crowd doesn’t mean they don’t use the inter­net.

• Be proud of your site’s con­tent!

Some busi­ness own­ers or inter­net man­agers under­stand that text is impor­tant for search engines, but believe that their vis­i­tors don’t read it. This leads some deal­ers to hide their text with small scroll box­es or col­ored text that looks very sim­i­lar to the back­ground col­or. It turns out, your vis­i­tors not only read the text, but they use the text to under­stand more about you! They view your web­site not as a col­lec­tion of col­or­ful but­tons, but as read­able text that has but­tons. There­fore, if you feel uncom­fort­able with your con­tent then get it changed so that you are com­fort­able. You should be proud of that web­site, because that web­site rep­re­sents you! Work with your SEO spe­cial­ist specif­i­cal­ly to improve the mes­sage that’s being put out on the inter­net on your behalf.

• Just because you don’t rank for a term, doesn’t mean that term is nec­es­sary

Last­ly, while you should be proud of your con­tent, don’t expect your site to dom­i­nate in rank­ings for any term you can think of. Just like you have demo­graph­ic cus­tomers, so too do search terms. Based on the research and analy­sis we con­duct on the thou­sands of web­sites we opti­mize in Cobalt, we have seen search terms like [Chevro­let] rep­re­sent vis­i­tors who are research­ing rather than pur­chas­ing. If they do get to your site, they’re not like­ly to sub­mit a lead or vis­it your store. Those searchers are high fun­nel vis­i­tor. How­ev­er, a vis­i­tor who searched for [Chevro­let deal­er in Arling­ton, VA], for exam­ple, is more like­ly inter­est­ed in what makes you worth vis­it­ing your store in per­son – a high­ly qual­i­fied and low fun­nel vis­i­tor.

Jere­my Brown, SEO Spe­cial­ist for Cobalt  can be reached at



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