This tip is for those who have already drafted (or contracted out with a professional copywriter to have written) some unique, original content for their website. If you’re not one of those people… Come back here once you’ve installed multiple pages of copy on each of your web pages.
This tip is for the person who is now wondering “what more can I do other than wait?” Well, I’m sorry to say it, but you can ALWAYS use more relevant content. The search engines will send their spiders to your site more often if they notice that you regularly, relevantly, and significantly update your site. If you update your site frequently enough, they may even spider your site multiple times a day. Imagine that, getting daily attention from some of the most powerful companies in the world. It can happen, but you have to be willing to put in the work, and do it wisely.
Now when faced with what to write about, the most important thing is knowing how to “fill in the gaps” of the content you’ve already written. Go back and look at all of your copy. I’m certain that on each page there are several missed opportunities. Things mentioned, but never fleshed out. It is now your job to go back in and think like a search engine; visualize scanning your pages for additional links to drill down into. It should become obvious what things you can continue to expound upon in additional pages of content.
This new content will not only continue to build your website to the search engines, but it will make it a more entertaining, informational read to your visitors. Which leads to them spending more time on your site, becoming familiar with your branding, and perhaps even doing you the ultimate favor: linking to your site from their trusted site because they value your wealth of knowledge.