When you have a website, you want that site to be an extension of your brand. It’s a way to build your business, increase revenue, and establish lasting relationships with new clients. To enhance your online business, there are various aspects of your website that help you stand out.
Let’s take a look at content. You want to utilize your content marketing approach to help you rank higher than other sites that are targeting the same search terms. In order to create compelling content for your target audience, you must first understand what they’re searching for.
A good search engine marketing firm will research the key phrases that are being searched the most often and incorporate those words into your content. The important thing to understand is how to structure your content. You have to think about your customers. They don’t want to read a bunch of fluff and no substance. But you also have to think about the search engines and what they’ll see when they crawl your website.
Your biggest challenge is writing content that is appealing to your users, and copy that is also optimized for the search engines. Think about your users first, and provide information they will find relevant. Relevancy is determined by Google through an analysis of where you strategically use certain words on a particular page or blog piece.
How do you speak to your customers or clientele?
Think about your industry. What topics are trending, or what problems does your reader face? Solve that problem for them with unique content that focuses on that aspect of your industry. By effectively providing an answer to their concerns, you’ll see your traffic increase because customers are interested.
But, make sure you understand your user’s intent. Are they looking for information, or are they looking to contract your services or buy your product. We use keywords to lure customers and hope they find our content useful, but if we don’t understand their intent, our entire content marketing strategy could fail.
By speaking to your audience, you want to prompt and persuade them to take action. Content creation is like storytelling. You must be engaging and establish a connection with your readers.
Answer user questions with your copy.
A new study found that many search queries come in the form of questions. Research conducted by Blue Nile Research concluded that 27% of the time searches are conducted in question format. The main question was “How,” so if you’re writing how-to posts or answering those questions, you can generate search traffic through your page.
For a landing page, if you’re a masonry professional, you might want a subheading in your webpage copy to answer the question, “Why do I need my chimney cleaned?” Doing so will inform your reader to the benefits of masonry maintenance and you might earn a new customer through your content.
Provide answers and solve problems.
A new shift in writing website copy.
The best way to optimize your copy without sounding like you’re writing your copy for the search engines is through the use of semantics. I wrote a blog all about latent semantic indexing, but the point of semantics is to use similar terminology and thinking of other ways to get your point across without using the same keyword phrase over and over.
You want to speak the language of your user. Don’t be too technical or industry related. Don’t talk over their heads. Allow your audience to connect with your message and what your company is all about.
The most important factor in your website content is creating exclusive content that speaks to your readers. Stick a keyword in your heading and a long-tail keyword in the introduction of your page to generate search traffic. Keep the reader engaged with information they’re looking for and break up the text with subheadings so your readers can quickly receive the most relevant information to them.
Content is a strong force in any search engine marketing campaign, but make sure you’re speaking to your users and providing relevant information to increase social shares, leads, and customers. What is your opinion on the best way to speak to your customers through written content? If you’re struggling to create engaging content, contact a digital marketing and SEO company today.