Whenever you post any information to the net you are in effect acting as a publisher. Your goal as a publisher is to build a site that is interesting enough for people to want to visit again and again. A great site is like a book that people don’t want to put down. Keep in mind too that whatever appears on your site, whether it be a bunch of robotically written keyword paragraphs or revelatory well written articles about your product is going to represent you and your branding in the future. Ultimately you can think of your website as an entity that represents you.
Your first job as a publisher, however is to make your site as smooth and functional as possible by giving it functionality, usability and a shopping cart and payment processing system that works. . Your site has to have the equivalent of a table of contents, pages as well as resources and appendixes. There must be an about the author section which in essence is about you as well as a way of contacting you. And finally the site also has to have "magnet" content, which is one of the buzzwords used to describe content that keeps bringing people back to your site.
Magnet content serves two purposes. It is not only contained within the site, but it can also be used to be sent out via article submission tools, newsletters and ebooks to keep your audience's focus on your URL and not your competitor's. It is called magnet content because like a magnet it draws customers to your site. It is up to you as an imaginative and knowledgeable publisher to decide exactly what content it is that will keep your visitors coming back again and again. It could be new and fresh imagination or it could be solid step-by-step advice that is helpful. Either way, magnet content is a crucial part of good white hat SEO as it is not deceptive to either readers or to search engine spiders.