If you build it ... will they come?

If you build it ... will they come?

There’s not much point in putting an enormous amount of effort into creating a website if nobody uses it. Early on in the development of the Marketing Donut the ugly topic of keywords and search engine optimisation raised its head.

Ugly? Well, it makes me think of those sites you see all too often that put all their effort into SEO instead of actually creating good content. And investing in ‘artificial’ SEO does seem a bit like betting that the guys at Google aren’t that smart, which might not be the best way to make money.

The Marketing Donut tries to steer a middle course. We’ve had a long, hard look at the search terms people might use when they’re looking for marketing information – and we’ve made sure we use them in focused articles on various marketing topics. But for us, content is king – if there’s a choice between optimisation and quality, then quality wins every time. It’s the quality that’s going to make the Marketing Donut worth linking to and push the site up the rankings.

Together with the marketing campaign for the site, it should be enough to start the ball rolling. If it turns out that we aren’t getting enough traffic, then we’ll just have to look for some more advice on search engine marketing. Now, where would be a good place to find that?

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