On most websites, (though not all) probably 85-90% of visitors will arrive via Search Engines. These are the people we are crafting the website experience for. Get it right, and it can be highly profitable, get it wrong, and we get tumbleweed. We need Search Driven Content Planning.
Inside Out Content
Many projects are conceived with a company deciding ‘what we need to say’. Looking ‘inside’ the company first and creating content is followed by the hope that Google will automagically decide who will be interested and then send them to the site. It is Inside > Out.
When the project is finished, and you go live, what generally happens is that performance drops, the great looking site doesn’t work as you hoped. Oh so often, a new site makes things worse.
Start from the Outside > In
It pays off when you understand the Searchers’ Keyword Intent because then, it is easier to know what to say. Search visitors should be ‘top of mind’ when designing the website experience. When you design content that matches the intent of the visitor and helps them complete their task, then Google takes notice.
The content is driven by the Search.
The best Website Experience
Search happens before people have a clue who you are. When someone new searches and sees a message crafted perfectly for them, clicks, and is greeted with a page that matches, exactly, they have already a great experience before reading a word.
This is underestimated.
When we build our content to match what people are looking for, it delights them. And that level of visitor experience increases the chances of converting an interest into a conversation and on to generating new business. It provides us with a continuous stream of opportunity.
When we understand what people are looking for, it becomes a two-way conversation that the visitor started. Instead of interrupting people with what we have to say, we instead listen, and respond, finding it easier to make a connection.
Speaking to one person at a time is easier than trying to speak to everyone at once.
Search > Content > Design
Why use this process?
Search Marketing is built into the fabric of the website. We attract attention by being very specific about the words, the page names, the links, the image names, the titles, the architecture, the content we write, the navigation we deploy.
3. Good website design is built on top of the content, when people land on internal pages, navigation is crucial
2. Good content is chosen to target the Searches being made.
1. Make the right choice of Searches – because 98% of them don’t work
By paying attention to the Search first, understanding the Searcher Intent, we can design the visitor experience. At that point, the website design complements and enhances the messaging. It is a simpler way to make progress.
Start by Choosing the Search
Search Keyword Phrases vary vastly in value.
Unfortunately, lots of important keywords look the same as unimportant keywords, and it takes a deep understanding.
Starting with a Keyword Trawl is a good way to develop and build the conversation. Thinking about how you might respond to the Search in a detailed way can save a lot of work later.
More about Valuing Commercial Keywords
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We will focus on whether we can 'add value', or not. We like to explore markets, locations, products and services to see if there is a 'fit' and whether we can help clients be successful.
Unless we make a significant difference, adding to your marketing efforts, lead generation and profitability, then we figure that we have no place being there.
We've done it before, we won't waste your time.