You often hear that “content is king” and to a great extent, it is. This fact was never more evident than at a recent Google AdSense partner meeting I attended. Many of the attendees, presumably Google’s top AdSense clients were there. These were savvy business people who have built sites with large audiences and large revenues. It was evident from the questions that were asked that many knew very little about actually optimizing pages. However, the shear volume of content on their sites was carrying traffic and revenues to the top.

The key to increasing site relevancy is to have relevant content. In a recent exercise for a client, I was looking for industry terms and phrases to use for a marketing campaign. I used Google’s keyword tool that examines your site for relevant phrases and produces a list of grouped terms from which you might build a AdWords campaign. The problem was the terms that were produced didn’t match the business. This is alarming as this disconnect has serious negative ramifications for the companies organic raking. The site was turning up in organic searches for the same disconnected terms. People at arriving at the site for the wrong phrases didn’t stay, driving up bounce rate, and decreasing the sites relevancy in the search engines (yikes!).

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