There has been a sea change in the Web search industry. Content is the new king and SEO can no longer be achieved by peppering blog posts with simple keywords. New algorithms like Google’s Hummingbird are proving to be highly adept at parsing out the real meaning behind search terms and then honing results based on phrases, concepts and ideas rather than simple text. But even those who think they may have this all figured out, remember that these new tools are receiving constant updates designed to ensure that results are prioritized based on relevance and timeliness, not keyword volume or site popularity.
This is affecting web publishers in a number of ways. The first is that traffic is down, with some sites seeing declines of 25 percent or more. But this is not necessarily a bad thing because it stems from the fact that users are receiving more accurate results, so there is no more clicking through three or four web sites before you get the right one. And this leads to the other, more positive, affects for publishers. First, the traffic that does hit your site is generally of higher quality and much more likely to turn into a business opportunity. Secondly, even smaller companies can outdraw larger competitors on the results page, provided they offer the content that users are looking for.
This is where I come in. As a professional writer covering high tech areas like enterprise technology, telecommunications and cloud computing, I have more than 20 years’ experience turning complex ideas and technological advancements into clear, accessible language. Whether it is the benefits of virtualized or software-defined infrastructure, the challenges and opportunities of Big Data and Internet of Things or more workaday topics like storage management or load balancing, I can help you drive quality content to your or your client’s web site.
The key is to not treat your site strictly as a marketing tool, but as a means to engage and converse with existing and potential clientele. Product descriptions, press releases, white papers and all the other traditional tools of web-based marketing are still highly valuable in today’s world, but to gain a real edge you need to enter into the discourse that already exists within the various professional circles of your particular industry. With my help, you or your client’s web site will be more than just a static display of products and services but an interactive portal where IT professionals can learn about their industry — both the macro issues affecting infrastructure and architecture and the micro issues regarding updates and deployment.
Make no mistake: the need for quality content will not be optional in the 21st Century data-driven economy. To a large extent, success or failure will rest on the ability to turn web traffic into revenue, and the best way to achieve that is by satisfying viewers’ needs for thoughtful, illuminating information.