Jean Gazis Copywriting & Content Strategy

BtoB Online has an interesting, short item on what really keeps people coming back to your site. It's not whether the site copy contains more of the keywords that pulled them in, it's whether the content is engaging, relevant, and provides a clear call to action.
Read the article here: Keywords attract potential prospects, but content is what keeps them around.

Key takeaway: "The actual design and layout of a site may be beautiful, but users can immediately sense if the site contains what they want. Have pertinent content immediately available; avoid forcing users to dig to find it... Worry less about how your site compares via search engine algorithms and more about sensible content and calls to action. You may have relevant content according to the search engine algorithm, but that's no guarantee users will feel the same way."