Content Is King, But The King Needs Billboards

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Blog of the Month Series

Hello friends, As you know since last month Seogdk running a "Blog of the Month (BOM) Series" in which we invite famed blogger to share their knowledge, ideas via guest post.

In this series, this month we invited David Leonhardt; Founder of SEO Writer. In this post he explore the valuable information about importance of content and its vital role in SEO and search engines.

So don't taking your much more time handover to David.....

If you’ve heard the phrase “Content is King” a thousand times, you are not alone.  Like any adage that gets repeated often enough, it tends to lose meaning over time.  People repeat it without understanding its full implications.

This phrase was first coined by none other than Bill Gates in 1996.  He said, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”  That bodes well for bloggers, including SEOGDK. The funny thing is that the essay that lays out Gates’ vision doesn’t even use the term “Content is King.”

Since then, the quote has been appropriated by the world of SEO to mean, roughly, that the most important ranking factor is content.  And that is correct, to a point.  It was then, it is now; some things in SEO never change.  More on that later.

The problem, of course, is that many small businesses have decided to create content and assume that they will rank in Google and Bing on the power of their content alone.  That is always a mistake.

In the story of Hansel and Gretel, the Wicked Witch got lucky when two children were left to fend for themselves in the deep, dark forest.  Who knows how many years she had been waiting for her first customer.  And who knows how many evil witches had invested in fancy candy houses somewhere in the deep, dark forest, without ever getting a customer.  Great content is useless without a promotion strategy.

Businesses that create great content on their websites have taken the first step toward a sound SEO strategy.  In fact, content is King because content is the foundation of good SEO.  Why?  Because the whole point of Google and Bing listing a web page in their results is to send people to the content they want.  If you don’t have the content people are searching for, you don’t deserve to rank for that search and Google doesn’t want to rank you for that search.

David Leonhardt - Seogdk
But Google and Bing have no way of knowing that your content is the best, the most valued and the most authoritative if you don’t give them clues.  Lots of clues.  No, seriously, I mean tons and tons and tons of clues.

Those clues are easy enough to understand.  If somebody tweets your content, that’s a clue.  If somebody posts a link to your content on Google Plus, that’s a clue.  If somebody posts the content on BizSugar or Snapzu or Tsu or Pinterest, those are all clues.  Every share, every comment, every vote is a clue.  Google doesn’t necessarily read all the clues on every site, but the more you get your content shared by other people, the better you will do.

When a blogger posts a link to your page, that’s a clue.  When a news site links to your page, that’s a clue.  When a properly curated directory links to your site, that’s a clue.

Content might be King, but the King needs subjects to rule. Don’t forget that Pharaoh was King, but the Pyraminds were built by thousands of slaves and laborers, not the Pharaoh.

There are many ways to give the search engines your clues.  The best way is to build a strong social media following, then spread the word through platforms like Viral Content Buzz and Just Retweet.  Another great way is to build relationships with bloggers – don’t try cold-calling, because it won’t work – and offering to provide guest posts.  Another way is to submit new content to blog carnivals.  There are several other methods listed on this blog, such as submitting Infographics and promoting press releases.

There is one more important step.  You have to be very careful not to allow the clues to look contrived.  If it looks to Google or Bing as though they are contrived, they will not be clues that your site is authoritative or that your content is valuable; they will be clues that you are trying to game the system.  These clues have to come naturally, like recommendations, just because your content is so awesome.

There is a huge gray area between legitimate promotion and “black” hat cheating.  Given how violently Google’s algorithm has decimated websites when it decides to clean up the Web, I recommend playing it safe, well away from anything that Google might perceive as contrived.

What does this mean for your business strategically?

1.    Get a good writer.  I don’t mean just someone who has a good command of English, or whatever other languages you are communicating in.  The writer should have a great sense of story and also be strategic in targeting sub-niches within your market and phrases people use to search for what you have to offer.

2.    Get a PR consultant.  This should be someone who understands how to create content that people will want to share and who can give you reach in social media and the blogosphere.

What about old-fashioned SEO?  You will want an SEO consultant to work with the writer and the PR consultant, to make sure that their efforts and successes are channeled where you need them to.  In other words, we are seeing a convergence of promotional skills that can lift your website above your competition.

Don’t just build a candy house in the deep, dark woods.  Make sure there are billboards and paved roads and barkers calling out.  Google and Bing have to find a highway to your door, and if they do, watch how everybody else follows.

Author Bio
David Leonhardt
David Leonhardt is President of The Happy Guy Marketing, published author, a "Distinguished Toastmaster", a former consumer advocate, a social media addict and experienced with media relations and government reports.



  1. Hi David and Gangadhar

    This is so thought provoking and I love the ideas that are revealed along with the concept. This is something to so ponder. Thanks for sharing

    1. Welcome Ikechi,

      Thanks for voting this article and sharing your valuable thoughts on this topic.....Hope you to see around here and have a great weekend.....!!!


    2. Thanks for reading Ikechi. As more attention is focused on content, people will have to become more sophisticated about it.

  2. Highly expert post you hosted here :) .You are right mere good English is not required to grab audience attention but sense of story and knowledge is necessary .I know many people they never knew how to write but with the time they polished themselves

    1. Hello Ali,

      Welcome to Seogdk.....!!!

      Ya you are absolutely right that its very essential to have knowledge about any subject to attract audience than command on language.

      Thanks for sharing your valuable feedback with us....Have a profitable weekend.......!!!


    2. In fact, "sense of story" is the primary "skill" in the public relations toolbox. And good PR is good SEO, so you hit the nail on the head, Ali.

  3. Hi Gangadhar And David,
    Nice to be here,
    Glad to see David here with yet another informative piece,
    Good presentation of a pressing subject content and billboards!
    David's concluding para tells it all!!!
    "Don’t just build a candy house in the deep, dark woods.
    Make sure there are billboards and paved roads and barkers calling out.
    Google and Bing have to find a highway to your door, and if they do,
    watch how everybody else follows."

    So let us projects some billboards!!!
    Thanks David for this wonderful reminder.
    Have a Great weekend,
    Season's Greetings :-)
    ~ Philip

    1. Hello Philips,

      Good to see you here and thanks for sharing valuable words about this topic. Have a super Sunday.......!!!


    2. I can't wait to see an SEO agency called Billboards Я Us.

  4. Hi Gangadhar,
    I am not surprised by the quality of the insights shared in this post. David Leonhardt is a master-crafter of the SEO world. He has made very vital revelations on content promotion. A lot has been said in this piece and personally many new insights have been revealed to me!

    Yes, content is king but the king needs billboards. Without good and appropriate marketing content would simply be a waste of energy and resources. It is the promotion of content that will bring its value to the target audience.

    An African proverb states "man is the head, woman is the neck". This applies to to content and promotion. The neck carries the head just as good promotion delivers content rightly.

    I also agree that convergence of divergence promotional skills is needed by businesses to make their content worth while.

    An awesome post with excellent message!
    This comment was left in as well

    1. Hello Sunday,

      Thanks for voting this article and sharing informative feedback about this topic....!!!

      Hope to see you around here.....Have a great day......!!!


  5. wow, amazing tips, so thanks for this

  6. really excellent work done by you her

  7. Hi David and Gangadhar,
    I just came across your post here from Viral Content Buzz and really enjoyed it. So much good advice on how to get your content noticed. David is aweasome at that and loved his quote. Thanks for sharing!

  8. Welcome Lisa and glad to know you found this post interesting....Thanks for voting this article and valuable feedback.

    Hope to see you around here again....Good night......!!!