Does content still play a major role in increasing website traffic? In a word, yes. But it's the quality of the content that drives increasing traffic to your site, not the volume.

Also, don't think of content as only text. Content in the form of videos, pictures, and technology algorithms that help a user find an answer (such as White Pages) are just as valuable drivers of traffic as text content is.

That might seem a bit surprising, considering that we are constantly being told to blog more, write more, build content, refresh content, promote your content, and so on. Not to mention the top results in the search engine results pages (SERPs) seem to bear out the theory that text volume is key.

On average, a Web page that ranks on the first page of Google's SERPs contains well over 2,000 words. That's a lot of text content packed into an article.

Source: SerpIQ

But here's the thing: Sites like, the New York Times, and Huffington Post have the resources and the motivation to stuff their pages to the gills with high-quality content—which is the very commodity those sites are "selling," and so they invest in maintaining its quality.

However, not every business relies on content as its main commodity. More often than not, businesses are selling goods or services; the good content is there merely to enhance what's being sold, but it is not the raison d'être of the website.

And some online businesses bring in immense amounts of traffic to their websites without much text content at all. Let's look at examples of how some sites make that happen.

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Mark Runyon is the founder and lead consultant at Atlanta-based Vandelay Web and SoundOut Social Media.

LinkedIn: Mark Runyon