I’m a guy who makes his living creating and selling content, so I totally get why you might raise a skeptical eyebrow in response to my incessant bleating about how important great content is to the success of your automotive website.

So don’t listen to me. Listen to Google.

Google publishes a succinct Search Engine Optimization Starter Guide that is accessible to anyone at no cost. It is a road map to the basics of SEO, the baseline effort anyone publishing a website should undertake in order to achieve success. Following are some of my favorite passages from this document.

Creating compelling and useful content will likely influence your website more than any of the other factors discussed (in this guide).

Create content primarily for your users, not search engines.

Users know good content when they see it and will likely want to direct other users to it.

Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.

Create fresh, unique content. Write easy-to-read text.

Not convinced that you need content? Google holds 67.6 percent of U.S. search engine market share as of April 2014, followed by Bing at 18.7 percent. That data accounts only for desktop searches, but it’s not a leap of faith to assume that if a person uses Google on a desktop that they’re also likely to use Google on a tablet or smartphone.

Oh, and if you think you can ignore Google and count on Bing to deliver traffic, check out these recommendations from the Bing Webmaster Guidelines document:

Content is what Bing seeks.

Websites that are thin on content…tend not to rank well.

Your content should be easy to navigate, rich and engaging to the visitor, and provide them the information they seek.

Let Speedy Daddy Media know if we can help you to build content that resonates with real car buyers because it goes in-depth about the cars they actually buy. — Christian Wardlaw