Keywords are no longer key; it’s the content

Charlotte Ziems — Mon, 22 Jun 2009 20:10:40 +0000

A couple weeks ago, I wrote about the intersection of SEO and content strategies after attending a webinar on Google’s new search algorithm. To sum up, the keywords you use to drive traffic are only as good as the content that surrounds them. But until you measure the effectiveness of different content, you’re not really benefiting from SEO or content strategy to turn readers into leads. This blog post from TippingPoint touches on the process of measuring content effectiveness and iterating until you see improved results. The writer goes on to talk about monetizing each page of content:

When you’re optimizing your conversion rate, try giving each page — or better yet, each piece of content (video, podcast, blog) — a numeric monetary value.

For example, in our Breville case study, we showcased how content can increase conversion rates. Let’s say, the price of an espresso machine is $100. If Page A sells 5 espresso machines and Video B sells 20 espresso machines, then Page A is worth $500 and Video B is worth $2000.

This helps you to visualize what is working and will suggest ways to replicate and build on your successes.

“Working your content until it works” is a great call to make sure we’re combining SEO, content & keyword and metrics strategies, because they all work together to boost the effectiveness (and dollar value) of your content.

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Keywords are no longer key; it’s the content