Combining SEO Principles in Content Marketing and Planning
Most website visitors, probably around 85-90%, come from Search Engines. These are the people you want to create an amazing website experience for.
Get it right, and it can be highly profitable. Get it wrong and we get tumbleweed.
This is why it is important to create a Search-Driven Content Plan. You want your customers to find exactly what they search for in Google on your website.
Inside-Out vs Outside-In Content
Most websites we’ve seen are constructed according to what the business offers. This means that their content focuses on what the brand is about and selling their products. Basically, it’s the company deciding ‘what we need to say’ almost to a point that it becomes sales-focused.
This is what we call ‘Inside-Out content’ wherein you look ‘inside’ the company first and then create the content. All in the hopes that Google will automatically decide who will be interested and then send them to the site.
And once you go live, what generally happens is that performance drops and the great looking site don’t work as you hoped. A new website goes through even worse.
Outside-In content, on the other hand, makes it easier to construct content that your audience would be interested in reading. It pays off when you understand the Searchers’ Keyword Intent because you know exactly what they are looking for, pain points dealt, and priorities.
Search visitors should always be ‘top of mind’ when designing website experience. If you focus your content design to match that of users intent, Google takes notice and you get rewarded.
What Makes the Best Website Experience?
Search happens before people can have a clue of who you are. When someone conducts a search and finds a message crafted perfectly for them and is greeted with a page that matches exactly what they are looking for, you are already providing them with great experience before reading a word.
This is often underestimated by businesses which means you are losing opportunities.
When you build content to match what people are looking for, it delights them. The level of visitor experience increases the chances of converting interest into a conversation and on to generating new business. It provides us with a continuous stream of opportunity.
Integrating Search Content to Website Design
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 listen and respond instead. This makes it easier to make a connection.
Speaking to one person at a time is easier than trying to speak to everyone at once.
So basically, the content process should be:
Search > Content > Design
Search Marketing should be 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, and even the navigation we deploy.
Focus on these three things:
- Be strategic in choosing search terms that will be integrated to your content because 98% of them don’t work.
- Good content should be fashioned according to searches being made. Understand users’ intent and cater to what they’re looking for.
- Good website design should be built on top of the content. Visualise when people land on internal pages. Make sure your navigation is accessible and caters to what your customers need.
By paying attention to Search first, understanding the customer intent, we can design website experience better. At that point, the design then complements and enhances the messaging.
Our Keyword Consultation
Search keywords vary vastly in value. Unfortunately, lots of important keywords can appear as unimportant keywords. It takes deep understanding and experience to uncover what’s good and profitable and what’s not.
This is where Conversationware can come into play. Our Keyword Consultation services go beyond keyword research. Our team of experts take time to study your customers’ behaviour online, understand their intent, pin down their pain points, and provide solutions to what they need.
We don’t just select keywords to please Google. We find actual search terms used by customers to help them find you.