Content is a major differentiator when it comes to the success of a website and yet it is something that we struggle to get people to understand.  While you can have a website if you want to retain your ranking position or improve it the one thing that will make the difference is relevant, regularly updated, fresh, content.

So what is content it is new information on your website, for most websites that means information and articles but it can also mean new products or pictures or anything that is relevant to your website that updates it.   This means

•new, additional information
•regularly added to your website
•relevant in content ... that means do not add information that is not consistent with your site, believe it or not search engines can tell the difference and can penalise you if it is not relevant.
Why is new information so important.  In very simple terms a 'bot' (a software programme that runs automated programmes) comes to your website and looks at the information on your site and takes note of your content and then sets a date to come back and check the content again.  It comes back in a month (for example) but nothing has changed on the site so it says OK, no problem no need to come back here for another 3 months ... and your ranking goes down.  It then comes back after 3 months and sees nothing has changed then it won't come back for even longer and all this time your ranking goes down because those people who are updating their site are gaining ground while you are losing it.  This is a very simplified version of what happens but you can see the logic of it.

Remember that people come to the internet first to find information and second to buy therefore providing added value information not only adds content to your website but encourages people to stay on your website long and see what else you have available to offer.

Content is therefore a key element in your website success.