Search Engine Optimizing a crap-filled site just makes it a little less crappy
People often ask me about search engine optimization. In particular, many ask what search engine marketing techniques they can use on their site to "get high rankings."
Inevitably with most of these requests, I find that the site that they want optimized sucks. It's poorly written. It goes on and on in an egotistical way about what the company's products do. It's filled with gobbledygook.
I tell these people that they need to understand buyers and create some great content that people want to consume. That way, they will get high rankings as the search engine algorithms reward the great content.
Usually I get pushback. People say they just want to an agency to "tweak our existing Web pages."
"Sorry," I say. "Search Engine Optimizing a crap-filled site just makes it less crappy." And I go on to give examples of how valuable Web content drives high rankings.
I’m amazed by how some interesting content (a blog post, an ebook, or a web page) can generate high rankings for a tiny company, way above the big famous organizations.
Consider these examples from my own efforts:
A few months ago, I did a blog post about my participation at the Milken institute global conference. This is a big event (over 3,000 people attend), it has been going on for more than a decade, is covered by the business TV networks like FOX Business and Bloomberg as well as dozens of magazines and newspapers, and speakers include Nobel prize winners. This year Arnold Schwarzenegger and Google CEO Eric Schmidt were some of the speakers. Yet my little blog post is on the top page of the search results for the phrase Milken institute global conference.
Early this year I published The New Rules of Viral Marketing ebook. Prior to putting out the ebook, my site and blog were ranked way down in the results for the phrase viral marketing. Now, because of an ebook that has been downloaded 150,000 times, my site and my blog are ranked numbers 11 & 13 out of 4.8 million hits.
My content is ranked number one for the phrase online media room out of 17 million hits.
High search engine rankings are not a result of manipulation. They are a result of excellent content.
Amen.
much like the "polish a terd" theory... shine all you want... it's still a terd.
Posted by: jason | June 15, 2008 at 10:15 AM
David,
The companies asking you for SEO advice would be examples of "tuned out" companies.
It is amazing what consistently good content, that resonates with readers, will do for your search engine rankings. My blog receives 52% of its traffic from Google searches.
The new location, location, location on the web is Google. And the prime location is determined by content, content, content.
Posted by: Jay Ehret | June 15, 2008 at 10:18 AM
Jay, you're right on huge amount of Google traffic. I am consistently getting 300-500 hits a day on this blog from Google searches. David
Posted by: David Meerman Scott | June 15, 2008 at 12:24 PM
If there's an award for the best-written blog post title, this should surely be a nominee. The post doesn't even need to be read to be understood, appreciated and sticky. Just brilliant.
Oh, and I haven't read it yet (I will) but I just had to dash off this comment while the big smile was still on my face.
Posted by: bruce colthart | June 15, 2008 at 06:24 PM
Great post, David.
Content rules !
Content with a unique personality rules even more.
Content with a unique personality delivered the way the audience wants to receive it is the ultimate.
Posted by: Mike Sigers | June 15, 2008 at 10:48 PM
Content is the hardest thing to come up with, because it actually has to be relevant and takes a lot of research and work. Our web site definately saw an increase in conversions after we released our first significant study with MIT, and have seen another boost recently due to an in-depth whitepaper with one of our target verticals. Good Stuff.
Posted by: Danny Gardner | June 16, 2008 at 03:16 PM
Great criticism on "crappy" sites. Buyers will visit a particular web site to see what that product or service can do for "them."
Better to avoid the "egotistical" writing and focus on what the "buyers" want.
John P. Kreiss
President & CEO
MorganSullivan, Inc.
www.morgansullivan.com
jpkreiss@morgansullivan.com
Posted by: John P. Kreiss | June 17, 2008 at 08:42 AM
Hi. David,
I like your idea of writing a eBook to drive traffic and did so recently. My eBook get me 10 visitors a day from www.free-ebooks.net. Can you suggest some other sites that I should submit my eBook? or should I just wait?
Most other sites that accept eBooks are small and disappoiting.
Posted by: huoyangao | June 17, 2008 at 11:06 AM
As an SEO company, content is one of the first things we address. Once you have solid, relevant content, there are around 100 other things that can be done to optimize a site. (One of the biggest problems that can exist even for great content is when the site structure prohibits indexing by the search engines.) David, your great content helps you build inbound links naturally, too, while the structure of blogs naturally makes it easily indexed. You've found a great way for meeting and interacting with your audiences!But, seriously, optimizing a site without good content just doesn't make sense from a business standpoint - you might increase traffic, but they still won't buy what you're selling!
Posted by: Lisa Banks | June 17, 2008 at 11:26 AM
Right on! Thanks for all the comments. Content rules. And if it is great, the search engines will reward you.
David
Posted by: David Meerman Scott | June 17, 2008 at 01:33 PM
Bravo, David! When I teach my blogging classes, my students always look at me funny when I tell them that great content is the best (and most consistent) way to boost search engine rankings. One woman actually said, "No meta tags? No trickery?" and when I said, "Nope," she actually looked a little hurt. It's okay, though - she'll get it!
Posted by: Beth Hayden | June 22, 2008 at 08:29 PM
English isn't my first language, but still. This bit seems a bit garbled:
[People say they just want to an agency to "tweak our existing Web pages."]
Posted by: Klaus | June 25, 2008 at 06:40 AM
Michelle Bartrum at the U.S. Mint Store could be a case study for the new rules. The first step to a good site is know the audience and then build content of interest to them. This is especially the case at the U.S. Mint kids site for building long term interest in coin collecting.
Posted by: George | June 25, 2008 at 06:59 AM
Ahhh David you're rubbing it in about "online media room" results. :)
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Posted by: web advertising | October 10, 2008 at 06:02 AM
Great post. Blogs are a very natural way to attract links. I’d love to see a post on how to get your company to blog. Particularly if you are dealing with a large, conservative company.
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Posted by: seo consultant | February 06, 2009 at 05:01 AM
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