You’ll often find web designers and search engine marketers telling you you need content on your site to help you rank highly in the search engines. Unfortunately many website owners find it hard to work out what sort of content they should add to their site – or focus too much on adding content for the search engines and not their users.
I came across a great use of content that should benefit both the search engines and visitors on Specsavers recently. Specsavers sell glasses so what better content to add to their site than a guide to frame choice. Admittedly they haven’t optimised it for the search engines (and are no doubt missing out on valuable traffic) but as far as visitors go it’s a great way to attract prospects and convert them into customers. It can also be used to get people to refer their friends to the site and encourage repeat visits.
So the next time someone suggest you add content to your site step back and think of what you can add to benefit both the search engines and your visitors.