The content behind the title.
The point was clearly well taken. In what was apparently a
transcript of a speech delivered in early March of this year at a conference
on optimizing a web site for getting high ranking in search engines, we read that:
One of the most obvious, yet surprisingly overlooked, components of a search strategy is the creation of quality content. In our search engine marketing practice, the number of companies we encounter that expect high rankings in search engines for Web pages containing pictures, but no text, amazes us. Attaining a top ranking in search on a particular keyword requires that the targeted keyword appear somewhere in the text of the page, and often it requires that the page contain some amount of text (read: content) far in excess of what the design folks think looks pretty.
Make no mistake, this law of search engine marketing is clear: less content, lower rankings.
Of course even here we might interpret this as capitulating
to a well-established truth, rather than a positive choice. It's not that you
really want to write worthwhile and/or interesting copy, but instead that you
sort of have to in order to achieve higher page rank for your site.
Go to: Content? Did somebody mention content?