• Search Engine Watch , Thursday, August 14, 2008 1:45 PM

Content is king when it comes to SEO, right? Well, as Aaron Shear notes, in some cases, Web sites would actually be better served by not having a never-ending trove of updated articles, blog posts and product info.

"It's time we review the advantages of content, and where it may be applicable," he says. "As I speak with companies on a regular basis, they constantly tell me that they've been advised to write new and unique content by the boatload -- no matter the Web site or space they're in."

For affiliate and ecommerce sites that shill the exact same products as their competitors, unique content is mandatory, as it helps each vendor stand out from the pack. For Flash-based or otherwise graphics-heavy sites, textual content is key, because it ensures that the information is accessible to all kinds of visitors, from those with slower computers, to visitors with disabilities.

But for news and blog sites, or community-sourced sites with lots of user participation, extra content is clearly not necessary, Shear says.

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