You don't need more cliches.

You know that content is important. Common sense tells us that and every expert on the internet has been spouting this advice for many years.

Google even says this in their webmaster guidelines ... "Create a useful, information-rich site"

But how does this translate into rankings? How precisely is content actually going to meaningfully impact on your business?

There is a significant gap between creating content and growing a business. It is this gap which often goes completely undiscussed and leads to a great deal of frustration.

Content creation alone just isn’t enough. Yes, content in itself has a host of benefits; customer education, sales etc but most arguments for content creation are about search engine rankings.

"We want more rankings, so we need to create more content."

Whilst you will get some mileage out of creating more content (because you'll likely be visible for more keywords), content generation alone is unlikely to have a significant impact on improvising visibility for keywords you already rank for.

Many so-called experts suggest content creation as a suitable strategy on the basis that this will somehow magically lead to links.

I'm sorry to say it won't. Content is a conduit to generating links but it takes more than just generation.

Let's rewind for a second, just to make sure we are all on the same page here. Why should you care about links? Well, What most neglect to mention is that links are the dominant signal in Google's algorithm...you need links to rank and to rank higher.

Google sees these links between pages, and essentially counts them as “votes”. The more votes a website has, the higher it ranks!

That is a hugely simplified way to look at it, I've given 45 minute presentations on the topic of link quality factors but for the purposes of today let's use this as a starting point.

We've covered the main problem. Now before we dive into the solution I want to briefly introduce myself and explain essentially why I am worth investing your time with.

I currently head up strategy for Citation Engine which is a service within Skyrocket. I founded Skyrocket in 2010 as a a digital services provider with offerings that span creative, technical and consultancy. We've now grown to be a 45 person company.

Citation Engine is an enterprise-calibre link building service that was established at the end of 2014.

I put together the strategy for my team to deliver in excess of 500 authentic links every month.

I'm not talking about directory links or forum spamming but rather links on niche specific websites, Government agency websites, educational establishment websites and more.

I've worked with a number of technology and software related companies to help them take the content they have (as well as generate new content) and turn it into real business results.

I'm proud to say that since founding Skyrocket we've had the privilege of working with some Fortune 500 companies, INC 500, FTSE250 and FastTrack Fastest Growing Companies on their digital marketing campaigns.

I've helped take websites for my clients from a few thousand dollars a month in revenue to six figures per month in revenue and beyond.

But enough about me, let's just sort a couple of housekeeping points before moving on with today's session.

1) Questions - if you can save them until the end, I will share the link to a form where you can add any questions you have for me. I find questions can sometimes break the flow particularly if they warrant a lengthy response so if you submit them to me afterwards I can prepare a more detailed response whilst keeping today's session punchy.

2)Recording - this whole session will be recorded and will be sent to you afterwards. Whilst I'd appreciate you staying on the call to hear this live, I do understand you may have other commitments - you won't miss out on the info.