Written by Carol Sheridan, at Active Web Group. Posted on June 26th, 2012
It’s a well-worn SEO mantra. The more relevant your content the more popular your site will be with customers and search engines alike. Their approval in turn will lead to increased sales and greater profits. So having relevant content is a good thing. Next question, what makes for truly relevant content? And how should you get it?
Chances are you would not buy a car from a salesperson who was pandering to you. That is, telling you what he thinks you would like to hear, rather than what you need to know to make an informed decision. Relevant content works that way, too. Forget about pleasing the search engines and think instead about giving your customer what he or she needs to know about your products and/or services. And nothing more. Do not oversell your business or make claims or promises that cannot be met.
Around here we have Moe. When Moe is listening to an unknown caller she is often heard to say, “really?” When Moe intones that word, everyone hereabouts knows that the limits of her patience are being tested. Someone is trying to ‘put one over’ on her. But no one can. She quickly but politely dispatches the caller who was likely just telling her a ruse to sell her something she doesn’t want or need.
It’s the same thing with online business customers and search engines. If they come to your site expecting a broad array of widgets, make sure you not only have the best selection, but can also service them. Or know the features that each and every widget you sell has so your customer can make a side by side comparison before he or she buys. Or, if they purchase a widget costing over $500, that shipping and handling is free. Or that in a few years when they are looking to purchase a new widget that you will accept theirs in trade…Or…That’s relevance.
Okay, you do not sell widgets. Not many Internet businesses do. What is currently considered good content? There are a few options; some will likely be a good fit for your online business.
- Case studies
- Content that improves quality of life
- Entertainment- Especially controversy
- Would you mention this content to someone else or re-read it?
A couple of these need some explanation. Let’s review. Case Studies: If your product is one that costs less than the competition to maintain, reference this information for your readers. It is the element of wonder that will keep this information from being boring. Your customers like to be well informed. If you can offer them surprising tidbits of information and save them money, well who wouldn’t value that?
Life Changing Health Information: This is similar to case studies but doesn’t have to be as lengthy. If you sell nutraceuticals and studies have shown that a supplement product offers anti-aging benefits…well do not keep this information to yourself!
Controversy. This may not apply to your products or services. However, if you are trying to one up your competition and you know that your product is superior go ahead make that comparison. Demonstrate why they should buy from you rather than the big box store.
Or, you can contact a firm that will learn about your business and listen to your needs. Next we’ll craft content that will drive more site visitors who are interested in becoming and remaining your customers. Oh, and the search engines will be not far behind them. Contact Active Web Group and tell us that Moe sent you!
For more information on Content Optimization and Website Development, call us at 1-800-978-3417.