SpinShark is a company that is comprised of experience industry professionals. In our previous lives as CEOs, Vice Presidents of Marketing, stc., we have sat through our fair share of SEO pitches.

We have heard SEO companies talk deeply and passionately about the technical aspects of search, and how there may be a magic formula of H1 headers, incoming links, and server redirects that will skyrocket you to a #1 Goggle ranking. Well, first, let me tell you there is no magic formula. There are some deep and profound technologies at play in the world of search, but there is no magic combination of technical bits and bytes that will get you a number one ranking on any search engine.

Let's remember what the search engine does. It reads a bazillion websites and tries to return the best result. And, in large measure, the on-page content is a determinative factor. (While this is an incredible oversimplification, and the total equation concerning rankings in a search algorithmn are very complex, there is no substitute for quality on-page content.)

And let's not forget, the search engines read the same content that your customers do, and what makes sense to one, needs to make sense to the other...so...content is everything!

It is incredibly important to think about content in three ways:

1. Richness: Content needs to be rich from an information standpoint so that your customers have enough information to be informed, entertained or compelled in some way to do what you wish. And, it needs to be keyword rich enough to get the search engines to read, remember and return it.
2. Relevant: The text on your page needs to make sense towards your end goal. If you are trying to sell a television, filling your text with meaningless goop of UPC codes might help you from a search capacity, but it won't help you in turning that customer into a buyer. So, your text must be relevant to both the search engines, but also be relevant to your customers. And well thought out, relevant content is the only way to accomplish these dual goals.
3. Reach: Rich, relevant content reaches far and wide across the internet. Allow you customers to grab it, post it, send it, and the search engines will bring it back to you in the form of new customers. Provide content that is rich and relevant, and your customers will bring you reach, and reach will bring you traffic.