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I’ve covered content before, but without content what is a website anyway? Just bits on the web. When writing your content remember, your website should be focused on your audience first and the search spiders second. When writing your copy, you need to write it in an appropriate tone and format for the right audience. Some of the most interesting content will have more appeal if it speaks to your audience in terms such as: you can, you might, you will, yours, your and you’re INSTEAD of we, ours, we’re, we will, we can, etc. This is especially important when working on sales related copy.
While search engine optimization is important to your visibility, you really do need to write your content first. Most people don’t write their best content when trying to optimize AND create content at the same time. Yet we continually see people trying to do this. The end result is content that is unreadable by humans and makes no sense whatsoever. Spend time wisely creating useful content that will be a genuine benefit to your visitors. Then, once you have written something of genuine value that stands on it’s own merit; go back over the article and apply some mild optimization. This is much easier than trying to optimize while creating your content at the same time.
Write your dialogue for your specific audience. In other words, how your content reads to an entrepreneur (if that’s your target audience) may be quite different than how your content reads on a page written to be of interest to mothers to be. It’s important to relate to your specific readers in a way so they can relate to you. Talk about a common challenge that your entire audience will be able to relate to and feel for, before you start introducing your solution.
What do you want the reader to do once they finish reading your content? You need to clearly build these options into each page and leave nothing to guess work. Describe what action you would like them to take and never assume that they will just know, because they won’t act unless you spell it out.
Example:
We offer a free SEO evaluation. We will evaluate your website using our proven SEO success formula. There is no obligation and no salesman will call. Your email address will NOT be sold to anyone, we value your privacy.
This is Monday’s Daily SEO TIp; after a weekend of camping with my girls I was too exhausted to write anything last night. So this is Monday’s tip and Tuesday’s I’ll publish tonight as usual.
One of my new clients recently corresponded with an SEO consultant who advertised on Craigslist. Before committing to him, she asked for references of his work she wanted to know; can he deliver?
He sent her screen shots of sites he said he optimized for certain terms. Sure enough there they were in the JPEGS he sent, but when she searched for the terms herself his results were nowhere to be seen. Curious, she decided to search for his company. As for the results of his own company, he was also MIA when it came to a Google search for SEO Services in Toronto.
Which is how she came to be in contact with me. When she was searching for this other guy’s website using the term “SEO Services in Toronto”, which she explained to me was how she thought of it, she came across my site. She called me because my phone number was prominent in the SERP.
So the best reference an SEO consultant can give to a potential client? Being on the first couple of pages of SERP and being there with a presence which stands out over the rest.
Tonight - writing customer focused content that appeals to your audience.
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