SEO is all about the content. Your content needs to be both long and of a high quality in order for Google to recognise it and rank your website higher. You can write as much content as humanly possible, but if you do not optimise it probably then all your efforts were pretty much for nothing.
Optimising your articles is an essential part of the content creation process. The better you can optimise, the high the chance of receiving a better ranking. And we all know just how important a high ranking is for your website, especially these days where there is such tough competition in almost every industry.
Let’s now take a look at some steps that are important to follow to ensure your articles are properly optimised:
Audit Your Current Product and Service Range
If you are not aware of Google Analytics, it is time that you need to consider being extremely interested in it as it offers a vast benefit from understanding how to use it and apply it to your business.
When you are aware of what advertising efforts you have done, and what outcomes you have taken stock of (sales conversions) you can have a better idea of what you are doing well.
Google Analytics will also help you to strategise instead of merely attempting a series of ad-hoc measures which is what a large amount of businesses tend to do. Businesses that fail to have a marketing plan are missing out on a directed and streamlined plan to turn an audience into paying customers.
In order to optimise your content to create repeat sales and better profit margins, taking an audit of your current product and service range, and your current marketing efforts and baseline results are incredibly important. This helps to ensure that you have an idea of where to target refinements and where to start with content production in order to turn a better profit.
Review Your Reasons for Getting into Business
Many businesses often start when a person desires to follow his or her passions, and believes that this will be a way of creating an income, and without much thought, set up a website, buy some stock and hope it sells.
It is like trying to take stabs in the dark, and hoping that you strike it lucky without much of a plan in place. At best, this is a waste of time, and the reason that most businesses fail within the first two years.
It is a core foundation of your business, that you understand what your products and services are, and your target demographic. If you fail to understand the current circumstances of your potential customers, how are you going to create compelling reasons for them to buy from you?
Optimising your content comes through first understanding and doing the research that will assist in designing the story of what you tell your customers in order to understand that they need to buy from you in order to improve their circumstances.
For example, if you are in the consumer white goods business, and you have potential customers who are living in the rental market, they may not have access to a dishwasher in their rental property.
They could be extremely busy entrepreneurs, and by you telling them how purchasing certain whitegoods and electronic devices, these would save them an inordinate amount of time. When you look at things this way, you begin to understand how to best optimise your content.
Examine Your Current Expenditure on Marketing Versus Your Sales and Profits
Your current advertising expenditure as a white goods affiliate marketer could simply be from putting up the odd ad on a free classifieds site, hoping that people will buy from you. You’ve not spent anything on marketing or advertising, which you can perceive as an advantage, however, you’re not likely to make any sales either.
If you have a blog however, and you use it to your strategic advantage, you may understand that optimising your content, then presenting it to the right audience will turn you into a profitable business.
So, examining your demographic, you have female entrepreneurs, perhaps single mothers who frequent Pinterest, want to save money on their purchases, are perhaps renting a house rather than owning it, and are frustrated with the lack of time that they have.
If they had time saving devices, such as a robotic vacuum cleaner, and a benchtop dishwasher, that could save them significant amounts of time in labour and in frustration. Their homes would be cleaner and because their dishwashers were put to good use, they are more likely to want to cook good healthy meals at home.
Perhaps you could also add that an upright freezer will also serve them incredibly well, so your content should absolutely be designed to cater to all the features and benefits of buying these goods.
Research Your Current Customer and Your Target Audience
Your research could include such demographic and psychographic information as to how much time a woman or man spends each week in domestic chores.
You could also add to that, how much time that person spends in marketing activities, spending time on client projects, accounting and then add to that childcare, education commitments, hobbies and leisure pursuits.
You could appeal to their pain points that they feel frustrated with the lack of time that they have, and demonstrate how much time they will have when they purchase time and labour saving devices.
The time that they save, the can devote to either leisure or relaxation, or in spending more time on making money in order to save for their own home, or for that big holiday.
Understand Your Customer’s Current Circumstances
Once you understand your customers’ current set of circumstances and their reason for purchasing goods off you, it is important to consider what their online behaviour is.
This includes information as when do they look for purchases, what types of social media networks do they frequent, what is their expendable income levels, how much research is involved in buying a household item, and what is the best way to target that particular customer.
Is that going to be through the creation of a landing page, with a simple call to action, or through a series of articles about one particular product (approximately five good interlinked blog articles of around 2000 words each are ideal), or will you utilise pay per click advertising, or even would you consider advertising through print media?
Considering that only 30% of digital marketing efforts is responsible for the creation of sales, print media is still definitely worth considering. Another important consideration is that many purchase decisions are now made by doing initial research on a mobile responsive device, and then reverting to a desktop site in order to make the purchase.
Have You Asked Your Customers What Their Pain Points Are?
Content optimisation is formed from asking the right questions of your consumers:
- What are their current frustrations and sets of problems?
- Have you been to consumer forums and read reviews of products and what they desire as a better feature?
- Have you read reviews of your competitors and tried to determine what you can do better?
- What are the ways that you can not just eradicate pain points, but inspire people to create a better life for themselves?
Take these all into consideration when you are working on developing the right type of marketing campaign.
What Better Circumstances Can You Create For Your Customers?
Good content is about creating the story in the customers’ mind of how their lives will function far better when they purchase a product. In fact, the best type of content creation is when you ensure that a customer is hot wired to crave your product.
This comes through really well crafted articles, graphics, on page and off page SEO, well thought out engagement on the right social media platforms, and certain advertising spots in magazines or print media.
Print media is still responsible for a large amount of purchase decisions, and digital marketing agencies will offer complementary and adjunct print media campaigns along with your digital advertising plan.
Have you considered also, that going through an agency will give you access to the right influencers in your industry that will do product placement for your brands?
Create Content That Tells Your Customers How You Will Create a Better Circumstance For Them
Imagine your customers, listening to their favourite celebrity influencer or industry influencer being told how your product will make their lives better, and how simply making that purchase will eradicate their pain points, and ensure that things are far simpler for them.
Solving solutions for people is the best way to ensure to that you have a lucrative income and having someone who is an influencer to discuss how your brand is the best at eradicating pain points is also a short cut in creating brand loyalty.
It creates the perception of quality and uses leverage of someone who has a pre-established audience in ensuring that you are able to push significant web traffic.
Best Methods of Optimising Your Content
The simplest way of pushing your content to create sales conversions is through a process of steps that include research, design, planning and creation. It also finally includes delivery of content and then subsequent evaluation of a campaign.
The process includes from the understanding of customer demographic to keyword research, then designing the appropriate story to demonstrate the features and benefits of your product, to the planning of the articles, videos and other forms of media to tell the story, to planning when, where how and on what platform it will be presented, to how it is presented.
Evaluation includes examining the statistics in relation to a marketing plan, and the qualitative responses from consumers towards your product and marketing efforts. There have been circumstances in previous advertising history where campaigns have created controversy among audiences, and some advertising campaigns have been banned.
Generally content creation that demonstrates the features and benefits of a product for a consumer is fairly innocuous, unless you have decided to target a demographic that is invested in self expression, and then see if that particular effort has a response on your bottom line.
Notoriety can be somewhat of a good thing depending on the type of product you are offering, and this is in the realm of novelty products, entertainment or the media industry. In other types of products and services, brand trust and fairly solid research and statistics and sound logical reasons are better in creating optimised content.
As an example, using voodoo dolls in a video and performing rituals would generally not be useful in a plumbing advertisement, as it would simply create a response that would bring mere entertainment value. Sometimes marketing just creates brand awareness without actually making sales conversions.
Do Keyword Research In Relation to Your Products, Services and Customer Circumstances
Keyword research, and landing pages with well written articles will draw in potential consumers to purchase a product, if they are in the purchase intent stage and they have performed previous research on the product then with the right content it will create a buy.
Conversion rates on optimised content are significantly higher than that of content that is not geared from research and solution orientation. Good articles and media are planned and designed.
Quality articles are inclusive of purchase intent and long tail keywords, and rich with information and examples of how a product or service will enable the consumer to be in a better circumstance.
When they understand clearly and concisely, and a call to action is included, customers fare better in feeling confident about their purchase, and assured as to the quality and reputability of your brand.
When you present your website and advertising as valuable knowledge and solution focused, it becomes easier and less painful for a customer to part with cash, because they know that your product or service is going to make a huge difference in their lives.
Use Discounts Competition and Viral Marketing Methods to Create Buzz About Your Brand
Other ways to take advantage of exceptional copy and media on your blog is to use calls to action, as customers like to know simply what they should do and when they know that there are such things as discounts available, or that you only have a limited quantity of a particular item, it pushes the buyer towards making the purchase.
Also, repetition is important, and getting trust from the customer is important. Ways to do this are by offering free reports, videos, audio courses and other ways to educate your consumers about a particular product.
It would be a stretch of course to create an audio course as to how to install and use a dishwasher, and a robot vacuum cleaner and an additional upright freezer, and discuss the way that these are time saving objects.
In fact this would probably be overkill, however in a saturated market it is possible to utilise novel approaches in order to make your product sell over another distributor. The more effort you put into educating your client, the more likely they are to buy from you.
When consumers are searching for products and they are in the buying phase, often including words such as buy, purchase, discount, affordable, cheap, coupon, save, layby and price of it in the wording of your articles will assist in throwing your page results in front of them in the search engine results pages.
When you have a simple article that presents the product at the right price, and you have priced your product at the amount of value that your customer will receive rather than the cost to produce the product, through the wording of your article, and repetition of the positive features and benefits to the consumer, you will create the best possible opportunities for the site visitor to be converted to a paying customer.
Consumers like to be led into making decisions; often a phenomenon experienced by exhausted consumers is known as decision fatigue. If you can imagine walking through the supermarket, and being suddenly overwhelmed by the amount of purchasing choices available, and experiencing severe panic, you have what is known as decision fatigue.
A lot of people are at this point, and having to make yet another decision makes it tiresome and difficult. If you are clear, concise, justify your pricing, and offer every opportunity to ensure that the consumer understands how their circumstance will improve, this will be a complete relief to them to buying off you in a whole sea of choices that can be overwhelming.
When content is well planned and designed, you eradicate decision fatigue and consumer burnout, and create a simple plan and excellent justifications for the purchase.
Optimised Content Pushed to the Right Sharing Platforms
Great articles that are shareable are total gold in the world of social media. Imagine happy customers, sharing your free audio course on how to save time by buying a dishwasher. That outside of the box thinking is caused from taking the regular tools, that are readily and freely available, and ensuring that they are shared around.
You create value for a whole audience of people, and the content is delivered at the right times, on the right platforms, to the right audience, and you have not just created a system whereby you have loyal followers, you will be telling the story to your networking colleagues that you have people begging you to part with their cash! That is what really well designed content is.
Of course, it is appreciated that entrepreneurs are in the business of creating products, selecting products, working on client projects and on answering phone calls. Time is precious, and things that are convenient, time saving and effortless are preferable in operation of a business than putting hours into something that ends up being fruitless.
When you are considering marketing and budgeting decisions, it is important to invest in tools, services and products that give a great return on investment.
When you budget for marketing and advertising, the best way to guarantee an excellent return on investment is to outsource your advertising, content creation and campaigns to a trusted digital marketing and SEO agency. That makes life as a business owner far more effortless and allows you to focus on serving and retaining customers.
What do you think about these steps to help optimise your content? Let us know your thoughts in the comment section below – we would love to hear from you!
Lucas is the Managing Director and the Head of SEO Strategy at SEO Shark. He has over 15 years of experience in achieving SEO results for small and medium businesses as well as multinational and ASX-listed brands. He is also an author of multiple publications about digital marketing.