Main Points

  • Google’s million web servers have located over a trillion web pages.
  • Google does a very good job of showing you which of these pages are most relevant to each search query.
  • If you want your site to be found for a particular query, one of your pages will have to be optimized for that query.
  • The more unique content you have, the greater the likelihood your site will turn up in the “SERPS” (Search Engine Results Pages”.
  • Ways to increase content might include
    • A directory of articles written about your company.
    • A Blog
    • An extensive FAQ section
    • A forum
  • I don’t specialize in writing, but I can recommend some good writers.
  • Next: Link Popularity

Building Content

Google has about a million servers – individual computers – in data centers throughout the world and has located over a trillion web pages.

Google employs sophisticated algorithms to determine which of these trillion pages are most relevant to each search query. On average, a single query on Google reads hundreds of megabytes of data and consumes tens of billions of CPU cycles on many of Google’s servers to provide an answer to your search query in milliseconds. Although Google has an image search feature, there isn’t anything to “read” in an image. Most of Google’s database consists of text found on web pages.

If you would like your website to be found when someone searches for a particular text string, that text, or something close to it, should exist in the right places on one of your pages. That’s why SEOs used to create lots of “doorway pages,” but as we’ve discussed, they didn’t contain unique, useful content, so Google learned to detect, ignore, and penalize for them. If your site contains hundreds or thousands of unique, content-rich pages, then potentially, it will be able to rank well for hundreds or thousands of key word phases. A common example is a an electronics shopping site with a large inventory of cameras, TVs, etc.

If you don’t have a large inventory of products, there are still ways of creating a lot of unique content. These include:


“Blog” is short for weblog, but it might as well be an acronym for “Better Listings On Google.” As Wikipedia defines it, “A blog (a contraction of the term weblog) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.” A blog doesn’t have to be a separate site. In fact, it shouldn’t be. It should be a sub-section of your existing site. Here are some reasons why blogs offer SEO advantages:

  • They are updated frequently and search engines visit them often.
  • They gain PageRank quickly.
  • They easily acquire an abundance of inbound links
  • They are content-rich and topic-focused.
  • They can attract intensely loyal readership.

Of course, these points don’t apply if you just set up a blog and then do nothing with it. You have to add relevant, unique content to it regularly for it to have an impact.

FAQ section or article directory

Blogs are best for information that may have short-lived relevance. FAQ sections contain information of long-lasting value. They usually consist of questions and short answers, which is fine, but they can be expanded to include longer instructional articles. One good way to generate ideas for your FAQ is to provide a form on your FAQ page through which people can submit questions. You can then use your responses in a variety of ways: your FAQ section, your blog, articles you may write for wider distribution, email newsletters, etc.


If appropriate, you might start a forum focused on the topic of your website. If a forum becomes popular, its participants will do the work of creating huge amounts of content for you.

My job would be to make sure your existing or new content was optimized so as to result in maximum search engine exposure. I would leave it to you to do the writing, or recommend a professional writer. I have a list of good ones, many of whom are old friends.

Next: Link Popularity