What Is More Important–Content or Visibility?
That is actually a trick question.
Content without Visibility Does not Create Many Leads
That is, if no one finds you, then no one can respond to the great calls to action that you have created. However, good content improves your rankings in the search engines, so that people can find you easier.
Visibility without Content is Costly
Many of the things that you can do to drive traffic to your website costs you time or money. It costs a lot of money to optimize a page for search engines. Link campaigns to improve your search engine rankings are also costly. Pay per click campaigns usually start at around $400/month. (Google AdWords is an example of a Pay Per Click campaign. These are advertisements that get displayed whenever someone does a search.)
Every time someone comes to your site because of a program you paid for to get them their has a cost. Every person that leaves your site without taking the action you want drives the cost of converting that traffic into sales up.
Example 1: You spend $100 to get 10 visitors and 9 of them “bounce” and you get one sales call. Then you have spent $100 per sales call from your website.
Example 2: You spend $100 to get 10 visitors and only 5 of them bounce and 5 of them call you. Then you you have spent only $20 per sales call.
What Do We Recommend?
We suggest you work on your content first, then on your visibility. It is the more cost effective solution. Good content will get ranked well in Google and Yahoo eventually. So it does a better job of accomplishing both objectives if you are short on money.
Our Next Post will have some suggestions to improve your content.