If you’re setting out to improve your website’s performance, where should you start? Some people suggest that it doesn’t matter how good something is if nobody sees it, so get the SEO sorted then start improving the site. Others believe that an effective product is key, and marketing it should be of secondary priority, so forget things like SEO until your site is something you can be proud of.
Unsurprisingly, there’s a balance to be recommended. I think that one of the reasons so many of us have spent the last ten years promoting the generation of great content is that it’s one of the few things that ticks both boxes. The same exercise improves our websites and should get us more visitors.
Of course, we can’t neglect keeping the website looking and performing well. Nor can we ignore the basics of on-site SEO (structure, titles, tags, etc) …or off-site SEO, such as link building. However, content should be at the heart of our strategy. It promotes the brand, it generates links in itself, and it can last for years.
Whether it’s text, audio or video, don’t ease up on the content.