Content
Content is the lifeblood of your online presence.
The ongoing purpose of content is to get actions from prospective customers.
From a design perspective, you need to account for static text (that informs search engines) and dynamic content (that supports conversations).
Principles
- The fixed (static) content within your site informs search engines.
- Constantly changing content confuses search engines,
- ..so core pages (EG Home) need to be primarily static text.
- Keywords must appear within the text, headers and code.
- Ignoring these key principles = no search traffic.
- Having attacted visitors, content must support actions.
- Avoid self-serving pages that are of no interest to prospects.