I have gotten this question a lot recently so I figured it was an important topic to write on. What is most important? Making sure your site is optimized for the search engines or making sure your content is what your ideal clients want to read?
The answer is content. And here’s why. Let’s say that you do search engine optimization that lands you on the front page of Google when people search your keywords. But then, they click on your site and 5 seconds later, they click right off. What would have been the point?
You want to make sure that you hold their attention once you do get them to your website. You need a site that is clean and easy to navigate. You need a site that answers all the questions they are asking themselves. You need a site that is helpful and gets them to see why your company is the clear choice. You need a site that is clutter-free and easily provides the info they need without a lot of digging and frustration.
Once you have all of those things in place, then go ahead and optimize your site. If you focus first on SEO and then second on content, you are wasting your time and money. Instead, focus your initial effort on getting the site to be what the viewers want, and your SEO investments after that will give you a far greater return.