Infinite Path

Everyone is a publisher. Everyone wants their content to be seen. Everyone thinks that lots of content will eventually lead to lots of conversions which in turn will lead to lots of money.

In most cases, this isn’t true. Publishing a lot of content on a regular basis will undoubtedly get traffic to your site. However, if the content isn’t what people want to read, or it doesn’t satisfy their query, they will most likely bounce straight off your site in search of an answer elsewhere.

The content of your content is what will lead to conversions; and quite possibly improvements in search engine rankings. If you are writing “search engine copy”, you will most likely alienate users once they hit your site as they will recognise the content to be content for content’s sake.

Content doesn’t just have to be words. Content can be videos and audio and as long as that content is relevant to the user, that’s all that matters. Even though a search engine can’t necessarily read video or audio content, it will still recognise that if certain content is popular, it will class it as important. And we all know what happens if a search engine thinks your content is important…

Content and publishing are hot topics at the moments, especially as Rupert Murdoch is trying to pave the way for monetising content online. The importance of content has never been under-estimated, but maybe the quality of content is now going to become much more of a concern.