Investing in content-- warding of the threat from search engines
One of the clichés-- or call it, irreversible truths-- of Internet Marketing is that 'content is king'. With the increasing power of the search engines, keeping this axiom in mind is critical to the survival and success of affiliates.
Search engines are no longer mere search engines-- the bigger ones will potentially become the biggest shopping sites, irrespective of the model they choose to adopt (e.g. Froogle and Yahoo! Shopping). Yahoo Shopping has just rolled out a bunch of new features, "including the beta launch of The Shoposphere and Pick Lists, features that aim to bring online the social elements of shopping", as reported by the Internet Retailer. They are also likely to introduce Yahoo! Shopping mobile at some point so that people can shop anytime, anywhere. Meanwhile, Google is actively promoting results from Froogle at the top of relevant search results.
As many of us already recognize, these could be serious threats to our business going forward. The only way we could mitigate that threat is to be able to continue to attract users to our websites with something unique; something that will be different from what they would find on another website, or for that matter, the online shopping marts offered by the big search engines. And what could that 'unique' pull factor be?
Content, obviously. Users need to know an affiliate site, and find something of value to be able to come back to it again and again to make buying transactions through that site. It could be news or special promotional offers that users know they will find on your site--- but affiliates have to make that investment in coming up with new, fresh and hopefully unique content that will get in the users. Also, don't we hear the search engine experts often that ultimately, it'll be good content that will help achieve higher rankings? Since we are so reliant on search engines anyway, doesn't that make investing in content worthwhile?
Until next time,
Ben Flux
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