As illustrated by Tom’s story, when you solve a problem or provide something useful for your users, you improve the findability of your site. Users want to tell others about the great things they find on the Web.
Karma, an ancient philosophical concept of cause and effect, could be applied to the practice of content development. A simplified explanation of karma is that deeds create reciprocal returns.
When you create content that altruistically serves the needs of your audience, you’re likely to receive positive benefits in the form of inbound links to your site, more online sales, flattering blog posts about your site, improved brand awareness/perception, and more traffic. A site without quality content will have a hard time achieving these goals. To further illustrate the power of content karma, let’s take a look at a real-world example of content "good deeds" that have generated huge findability returns.