Getting people and potential customers to visit your website is the ultimate goal of building a website in the first place. Unlike a physical brick and mortar store location that can be driven or walked past by thousands of people every day, a website has to compete with millions upon millions of other websites, without the benefit of foot traffic.
For years, the key to getting high volumes of traffic to your website (and therefore new business) has been having your website appear on search results on search engines like Google, Yahoo!, and Bing. Having your website appear at or close to the top of a Google search query could be more valuable than an extensive (and expensive!) traditional marketing campaign on television, radio, and in newspapers. Best of all, Google doesn't charge you anything for this search positioning; they simply are trying to get the most relevant search results to their customers. This means that, with the right content, your website can get tens of thousands of dollars or more worth of advertising on Google essentially for free!
This all seems very appealing, so the question then becomes "what content will drive traffic to my website?" The key to moving up the search result rankings at Google is to have "Search Engine Optimized" content. Search Engine Optimization, or SEO, is content related to your specific field that Google will index and use to calculate your search ranking.
Keys to creating SEO content
There are several things to consider when creating content for SEO purposes. The first thing you'll want to do is research keywords for your specific field. Google offers a number of free tools that can help you determine which keywords are relevant. Keywords are specific terms that Google will look for, including how many different relevant keywords there are on your website and how frequently they appear. Do not make the mistakes that other amateur SEO writers make and do things like "keyword stuff," which is the overuse of a keyword to improve your search ranking. Google actively penalizes websites that create low-quality content whose sole purpose is to improve the website's search ranking. This makes sense, as Google wants to continue to be the biggest and most trusted search engine in the world, a status it would lose if its search results routinely brought up low-quality and keyword stuffed content.
On the other hand, Google rewards highly relevant and high-quality content that includes links to other relevant websites. In order to succeed at creating SEO, all you really need to do is gain a knowledge of how keywords work and then create high-quality, relevant, and frequently updated content for your visitors. You will soon after enjoy the benefits of Google search traffic!