If your customers aren’t finding you online, do you have a problem? In the digital era, definitely. But your problem has a solution.
In the case of your search engine woes, the solution is…more problems. Hear me out on this one.
Think about why your customers seek you out in the first place. It’s not because they think you’re neat (although I’m sure you are). It’s because they have a problem that needs solving and think you might be able to fix it.
How do you harness the power of problems? When it comes to search engine optimization, your online content is critical to a solution-seeking customer. Content explains what your business provides and why your audience needs it. Furthermore, it is essential to the link-building process that makes your website more relevant to their search queries.
The more problems your content solves, the more Google loves it—and the more your customers love it, too. Here’s how to make sure that your content is as solution-oriented as possible.
Keep it Local
You already know that Google has changed everything about how people seek out information. For example, customers looking for a local service or business don’t pull out the phone book anymore. When they need local services, they turn to Google to find something near them.
Make your content relevant to local searches. Local keywords selected by your SEO team will certainly help, but so will content specific to the area that you are targeting. This post from Search Engine Land about how to succeed at local blogging lists ten effective approaches to local content, including creating local event guides and interviewing local figures. Not only will this strategy draw in a local audience, but it will make your business even more useful to them.
Emotional appeal is nothing new as a marketing tactic, primarily because it succeeds in holding your audience’s attention. But content that appeals to your customer’s emotions can be downright addicting. This excellent infographic from Content Marketing Institute lists the categories of emotionally satisfying content: for example, content that reminds us that our lives matter or tells stories of an underdog’s triumph.
Emotionally rich content should have an equally rich headline. This helpful tool from Advanced Marking Institute analyzes headlines to determine their “Emotional Marketing Value” score.
If your content tackles the underlying emotions beneath your customer’s material needs, your audience’s reaction to your business will transform from “want” to “need.”
Optimize for Mobile
In the wake of Google’s mobile-friendly update—easily the most talked-about development in the digital marketing industry this year—one of the problems that you will have to address most immediately is mobile-optimized content.
As Google continues to reward website that are optimized for mobile and punish those that are not, your content will have to keep up. Mobile optimization is crucial to solving your customers’ problems because mobile searches are quickly gaining on desktop searches. If your website and content linger in non-optimized land, potential customers will miss out on what you have to offer.
If you are not familiar with how to optimize content for mobile, read our previous blog by 1SEO.com content writer Timothy Zenno for an in-depth explanation. If you find that there are gaps in your mobile strategy—or if it doesn’t exist at all—don’t wait. This is one you don’t want to get left behind on.
Your Secret Weapon
When you use content to solve your audience’s problems, you solve your own problems, too. Fresh, relevant content that appeals to your customers’ search queries and builds strong links to your website means that you are more likely to have success in organic search results.
To get the most out of your content, work with an SEO company dedicated to growing your online visibility. At 1SEO.com, we are a committed team that will take a win-win approach to your problems and turn them into some of the best things that have happened to you.