Content – how customers REALLY find you online (How NOT to play hide-and-go-seek online)
Of course you know the internet has revolutionized our world. But did you also realize it has changed the rules of some classic games? It has taken the old favorite Hide and Seek and turned it inside out. The basic point of the game used to be to stay hidden until last; online, it’s to be found first. If customers can’t find you online, you have a big problem.
So how do people find you online? For the majority, with a Google search.
Think about your customer.
Oddly enough, it can be easy to forget customers when you are inundated with a noisy melee of information claiming to be the best way to attract them. But to really optimize the content on your website, which starts the domino effect of attraction and visits, you need to know your customer.
If you know what your customer needs, you will know what information to include on your site. Do they need help fulfilling orders? Getting organized? Dealing with customer complaints? Look at what your customers are posting on their websites and social media accounts. That will help you figure out what they need to hear from you.
Within the actual content, keywords and key phrases still boost your rankings. But how do you know what phrases your customer will actually use? Try being a method actor for a moment and become your customer. What words or phrases would he use to solve his problem?
Choosing actual terms is part knowledge, part skill, and a tiny percentage of luck.
Make a mix of lengths. Choose some four or five word phrases that sound natural. Search engines are much more attuned to human speech patterns now because many people just speak the terms into their phones instead of typing. Longer phrases will probably have less competition as well.
Use a few shorter, precise phrases…two to three words.
Finish with some specific keywords.
Remember, these can always be adjusted as you analyze your website’s traffic patterns.
Your website is not the Thanksgiving turkey…do not overstuff it! It doesn’t take a discerning reader to realize when keywords are crammed into website copy. The content becomes stilted and unhelpful.
Web crawlers know what keyword stuffing is, too, and they get annoyed. You may even be penalized in your results because of it.
Opting for high quality content that really serves your customers’ needs will do the most to naturally put you where you deserve to be…at the top of the list.