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Is your content getting the love it deserves?

Woman writing on a computer

Writing for the web is a combination of great quality conversational writing and basic SEO (Search Engine Optimisation) that ensures your content stands out from the dross. 

Consider this: there are currently nearly 1.3 billion websites with over 4.5 billion pages and Google processes nearly 4.5 billion searches per day from a little less than 3.8 billion internet users. 

The internet is a very busy place to do business.

There is nothing more frustrating and soul destroying than to spend hours or sometimes days writing an article or blog post, hit publish and get no response, nothing.

  • No comments or engagement
  • No sign-ups to your newsletter or opt-in offer
  • No traffic, and perhaps worst of all
  • No sales

However, with a little optimising, the chances of your content being discovered and driving the engagement and sales you are working so hard to get, can  improve dramatically.

Here’s 5 ways that will help get your content, product or service found, clicked and acted on.

1. Quality Content

Obvious isn’t it? 

If you want to attract readers or customers you need to produce content that answers their questions and addresses their problems.

What is Quality Content?

Quality content is real answers to real peoples questions. 

It educates and entertains them. It tells them how to do something or how to find something.

It gets quoted, linked to and shared, that shows that it is trusted.

Quality content is what people choose to read, choose to talk about with their friends and colleagues and choose to mention on social media.

It’s that good.

However, quality means different things to different people. 

Know your customers

Getting to know your readers and customers, construct a buyer persona’s of your ideal customer based upon research of your existing customer base and discovering what interests them, what questions they are asking and what worries them.

With this information you have a wealth of subjects that you can use to create quality content that will answer their questions and address their concerns.

Learn how your customers ask questions. 

Try using Google suggest to see the types of questions being asked and how they are phrased. 

Check out forums relevant to your niche, look at your blog comments and see how your customers speak.

Now, use those words and phrases when you are creating your content and you will be answering the questions they are asking when they are searching for information.

What else is quality content?

Content isn’t for selling. That’s the job of sales pages. There’s nothing wrong in linking to a sales page if your product or service can help solve a problem, but your content is not there to sell. 

It’s for providing information, building trust, answering general product or service questions and for educating and entertaining your customers. 

Why shouldn’t they enjoy your content and have some fun?

Consistency is essential. Posting content on a a regular schedule will quickly build up a store of content that will be able to answer a wider range of your customers questions.

More than anything, make sure your content is better than everything else on offer. Do that little bit more than your competition and yours will be the link your customers click on.

2. Keyword Research

When should you do keyword research?​​​​

Before you write anything. 

  • Articles 
  • Blog posts 
  • Sales pages 
  • Landing pages 
  • Product pages
  • Newsletters
  • Service Pages

Literally everything. 

There are a wide variety of tools available to help with keyword research. Depending on how much you are prepared to spend and the level of complexity, there is a keyword research tool out there for you.

Free Tools

Googles keyword Planner, which can be accessed through your Google Adwords account,. It can give you an idea of the search volume and can suggest additional keywords that are similar to your choice.

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Other free Google tools that are useful when you want to know the types of questions that your customers are asking are, Google Suggest, which gives you related ideas for keywords which are shown as you type in your search term

Google Suggest

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and Related Searches which are shown after the results for your search.

Google Related Searches

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If you are looking for long and medium tail keyword options you can use the Google wildcard search by putting an asterisk after your search term for suffix suggestions or using an underscore (_) prior to the search term to see prefix options.

Google Suffix Terms

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Google Prefix Terms

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Additionally using Wikipedia to find contextual keywords or synonyms can reveal some great keywords that few, if any other companies will be trying to rank for.

Paid Tools

Amongst the paid options are tools offered by SemRush, AHRefs, Wordtracker, keyword tool, keyword discovery and Spyfu. 

An in-depth review of these tools and others is available here on Brian Dean’s Backlinko site.

3. Headlines

What is it that differentiates one article, product or blogpost from another? 

Why do we click on one and not the one that is above or below?

How is it possible to turn your article or product into a click magnet and let you overwhelm the competition?

Your headline.

In his report - Why Headlines Fail - Sean D’Souza doesn’t just tell you what you should do and how you should do it, he adds in psychology so that you know ‘why’ it needs to be done this way. (Check it out here). 

Headlines should contain a question:

‘Do you know where you fail in your marketing strategy?’

Or

‘Are you struggling to pay your bills?’

As well as a problem:

‘Is procrastination ruining your life?’

Or 

‘Is your marketing strategy missing a vital link’

And finally curiosity (think ‘How To’ headlines):

‘How can you turn procrastination into motivation?’

Or

‘How to get your articles read by your customers’

A headline doesn’t need all of this psychological triggers but if you can use two or even three, it will strengthen your headline and force more people to click through. Headlines are one of the most important elements of your content and deserve to be given as much time as writing the content, if not more. 

Additionally, the keyword you are creating your content around needs to be included in the title so your customer knows exactly what to expect and it will help to improve how the content ranks.

A poor slap-dash headline won’t attract anyone, whereas, a carefully crafted headline will.

4. Meta Description

They loved your headline, but before they take the next step and click to take them to your website, they want a little bit more detail to be absolutely sure that you have what they are interested in.

Enter the meta description, the text that sits directly below the clickable headline in the search results.

Meta Description example

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Those 320 characters can make the difference between a click or your customer looking at the next search result. 

It’s your chance to concisely describe the essence of the article or product in a way that will elicit the reaction you want — clicking through to your article or landing page. 

If you don’t include a meta description Google will pull text from your content which might or might not encourage the click.

5. Sub-headings

They’ve arrived, clicked through and are on the landing page or article but will they read it?

That depends.

Does the introduction give them a clear roadmap of what’s to come and what format to expect?

Is it scannable? If it’s in-depth, comprehensive and authoritative (and it should be), can they click through to the sections they want to read first?

Is it easy to read and enjoy?

Sub-headings break up the text into easy to consume sections, that will keep your customers reading. 

Here’s a good example.

Breaking up a wall of text into bite-sized, chewable chunks makes a lot of sense and will also help Google to determine what the content is about, which could assist to a limited degree in ranking.

And finally…

​​​​Being found on the internet is a constant battle, a battle that, with a little forethought can be won.

By doing the basics: writing quality, informative, authoritative content that is structured to be read and enjoyed and enticing the reader to click with a superbly crafted headline, you are doing more than the majority of sites.

Add well researched keywords and basic on-page SEO and you will stand out to both the search engines and your customers as a beacon amongst the millions of mediocre websites operating on the internet.