Popularity is perhaps the single most important factor in search
engine optimization. And what contributes most to achieving
popularity on the Web is having good, useful Web site content. People are not
coming to your Web site for marketing hype. Hard facts presented in
a simple, concise way constitute good Web site content.
Digital Magnet: attraction vs. promotion
This lends credibility to your Web site and your brand.
Extraordinary claims and self-promotion turn off your prospects and
customers as well as industry affiliates. When a user arrives at
your Web site, the focus shifts from promotion to attraction.
Web site credibility
Give industry affiliates a reason to link to and recommend your
Web site. Not only will search engines rank your Web site higher
for credibility through popularity, but so will your prospects and
customers. If a respected third party thinks highly of your Web
site content enough to link to it, people will want to see what you
have to offer.