How to Optimize your Website Content for Search Engines
In the quick-paced and ever changing landscape of the internet, it is extremely important that your website’s content be able to capture and hold your potential customer’s attention. We at our Toronto SEO company believe that writing content is very important from the SEO perspective – your website copy is your battle for page one in Google! Writing a keyword rich copy will give your website the boost into the top ten.
There are a number of ways in which you can increase the appeal of your website’s content and also optimize it for search engines. These include things like creating hooks, enhancing scanability, using intellectual formatting, and ensuring purposeful content, using a variety of distribution methods and not going for the quick sell.
Write for People and the Search Engines will Follow
With the sheer amount of information people are dealing with on a daily basis, it is extremely important to be able to ‘hook’ a person’s interest. It doesn’t matter what kind of content you are dealing with, you need to be able to let the person know what you are offering within the first two sentences. If you are using written content, the first two sentences need to summarize the rest of the document. If your content is a webinar, podcast or video, the first two sentences uttered need to do the same thing. Hook the person’s interest in your product or service. Once that is done you can provide them with the details you deem necessary.
Optimizing the content, but how?
Your content is having to compete with an extremely large amount of information. It is an accepted fact of the digital age that those using the internet are having to multi-task a number of different projects. The long and the short of this is that they may not be able to take in the entirety of your content, but they will “get the idea” by scanning your available content. By scanning the information you provide they will determine whether or not it is worth their time to pursue it in more depth. To ensure that your material “jumps out” at your readers, you need to provide “scanable” contents. The generous use of sub-titles in your content is an ideal way to do this, ensuring that they get a feel for what you are saying, and hopefully tempting them to read further.
Let Users Know you Think They’re Smart
Today’s internet users aren’t stupid. Most of them have at least some college education and even those who don’t resent being treated as if they are in grade school. By providing intellectually stimulating content as opposed to dumbed down versions of your material, you will appeal to their intellectual side. While articles about “top ten tips” or “Five Important Things to Remember” can bring up your ranking scores, using actual articles and stories (re-written of course for scanability and geared to hook your reader’s interest) will give them the sense that you are appealing to their reason and not just trying to get them to click on your site.
Write Content with a Clear Objective
You need to be clear on the purpose of your content. Knowing what purpose your content will play will go far in helping you to determine what sort of format you will be choosing. If the purpose is to get a “lead” – to get your reader to give you their contact information, they your content will need to have something which your reader thinks is of interest for the exchange. Simply promising them something to get their contact information will do nothing for your reputation – you need to be able to deliver on your promise. A video or webinar is an excellent way to get this information and make them feel as if they have gotten something in return for their trust. Make them feel being rewarded.
Getting Your Information out There
There are a wide variety of methods for getting your marketing content out to the public. You can create a video to distribute on YouTube. You can create fliers to distribute by direct mail. You can provide a white paper in a PDF format, create Webinars or Podcasts or simply give them articles explaining your product and attempting to convince them of its value and worth. Obviously, the more methods you use, the greater number of people you will reach in your distribution attempts, so do not limited yourself to just one distribution method, experiment in several, and combine them to find the most effective combinations.
Reeling Them in
The buying stage is a tricky point, and not one to be taken lightly. All of your content and distribution methods and hooks and attention to details will come to nothing if you can’t convince your potential customer to purchase your product. But what can convince them to buy? One way to convince them that your content or product is worth purchasing is to provide them with “lead up” information that will bring them to a desire to purchase your product. Blog posts and articles dealing with your product or service, reviews and newsletters that have to do with your type of product or service are good ways to keep your foot in the door. Once you have developed a rapport with your potential customer; once they have gotten used to receiving honest and useful information from you, they will be all the more likely to purchase your product or service seeing as that you’ve already given them something they deem of value.
Putting it all Together
As an internet marketer, you need to be able to capture your potential customer’s attention; make them feel good about the material you are presenting, and be able to reach as many people as possible by embracing a variety of formats for your content and be able to distribute this contents in an efficient and effective manner while maintaining your organization’s credibility and reliability in order to achieve your sale. Sound impossible? If taken together, the points listed above can ensure that the dedicated internet marketer can not only get their marketing content into as many hands as possible, but ensure that a good number of those who receive it go on to purchase your product or service.
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