Know what to say by learning what your audience is looking for
Developing engaging content that people will find useful, share, and which will ultimately grow your business starts with making sure that it can be discovered. That’s why it is critical to build a “word bank” – a database of all of the keywords, phrases, and other relevant terms that you can come up with that relate to your industry, products, services, competition, and your brand.
We can help you build a customized word bank, and leverage it as a foundation to understand your greatest strengths and weaknesses in the current search landscape, and where your opportunities may exist to create content to attract people who are looking for what you provide.
The outcome of a data-oriented process is a set of filtered and ranked lists, showing how much activity terms achieve on Google each month and therefore where you should place your focus. For example, an organization specializing in retirement planning services might not have known which of the following blog topics to write:
- Why do retirement planning?
- Which is better, Roth or traditional IRA?
With data on your side, it becomes a much easier decision:
- Why do retirement planning? – 0-10 searches / month
- Which is better, Roth or traditional IRA? – 100-1,000 searches / month
Knowing the difference between words and phrasing we think will attract attention and those that actually do can be the difference between getting few or no hits and thousands of visitors per month to your website.
Go beyond mere keywords – provide answers to most searched questions to demonstrate your expertise and leadership
As illustrated in the example above, search engines have been highly adapted to the Q&A format. More and more, people are treating the search engine as an AI meant to answer the questions that they ask. And while Google and others are getting better at that every day, they still rely heavily on websites to provide them with a supply of answers. The websites that best answer the questions that the public are asking get priority in search results.
So one of the best techniques to improve your search ranking is to determine as many of the applicable questions to your business that your audience might be asking and to provide both the question and answer on your website.
You can achieve this through an FAQ section attached to each product or service page or through dedicated blog posts, each with the question in the headline and the answer as the body copy. Google is seeking knowledgeable thought leaders in every industry space so answering questions is the best way to demonstrate your value and why you deserve that top rank.
Track your success and monitor audience behavior changes over time
We encourage everyone that we work with to review their analytics at the start of each month and to monitor trends on a month-to-month basis. That keeps you on track to meeting your goals, growing your audience, and keeps you aware of your audience’s behavioral shifts over time as they occur (which they will). Sometimes that will mean a big opportunity, and at other times it will require preventative action to avoid headaches or to get ahead of competition. It’s all healthy and part of running a business in the digital age. The best thing to do is to keep a schedule and routine so that you’re always aware of what’s happening and in the best possible position to make informed decisions, capture opportunities, and attract new customers.