Content creation used to rely on print, TV, or radio; however, today, online businesses market to your customers and compete with you now more than ever before. This is why it’s crucial your content floods the market and attracts the eye of Google and other search engines. In today’s blog, we’ll give you some ideas about creating content that is relevant to your market.
The Importance of Relevant Content
One of the first things you should be aware of when looking to create a good website is ensuring relevant content costs time, money, and resources. Because of this, each piece of content (blog post, infographic, video, social post, webinar, etc.) needs to be created with a purpose—centered on your customer’s needs.
When building out your marketing strategy, your efforts should focus on creating content aligned with the needs of your customers. The type of relevant content offers many benefits, including:
- Attracting qualified traffic and building an active community and bolstering conversions
- Nabbing higher rankings on Google SERPs
- Answering questions and meeting your customer’s needs
- Enhancing CTR (click-through rate) because readers are engaged in your content
- Increasing shares on social media when people share your content with their networks
- Expanding pages/session since your readers consume more of your content
- Reducing your Bounce Rate because readers will peruse your website more
- Generating valuable backlinks for improved site ranking and online presence
- Increasing average Session Duration from people staying on your site longer
All of these benefits lead to a higher ROI and repeat business.
Delivering the Best Content
Google’s main goal is delivering the best content to its users easily and–most importantly– quickly. They have more competition now, so their strategy has to change to best suit their bottom line. Every business that has competition does the same thing to stay relevant and in business.
The key is to always think about customer’s or potential customer’s needs; where will they go to solve their problem or address those needs? If you said Google or DuckDuckGo, you would be right. This is why you need to provide the right content for your audience and why Google provides the right information to the right person at the right time. If your site comes up on the first page of a search engine, people will click there first.
What do you think people type into Google when they’re searching for something? It may only be a few words or so, but what they’re really doing is asking a question. For example, when someone puts in “Best Mexican restaurant near me,” it’s translated to, “I don’t want to cook, and I like Mexican. What’s the best Mexican restaurant near me?” Of course, they’re not going to ask a drawn-out question, but Google understands what they’re saying and delivers.
Your job is to consider the needs and desires of your customers and deliver content that’s relevant to them. But, what does it mean to deliver the best content? If you go to several popular websites and check out their pages, you will most likely see an About Us page, Services/Products pages, Blog pages, etc. that have images, videos, infographics, and more.
Their home page will be well-designed with scrolling images or videos, and content that propels you to click on other pages.
The whole goal is to keep your customers on your site long enough to be interested in what you offer and then purchase the products or services. Not only will creating relevant, yet engaging, content also sparks their interest, but it may also create a ripple effect. If they like your site, chances are, they will inform their friends, family, and colleagues.
Authority and Relevance
Developing content relevant to your audience and customer’s needs must also come with authority. What is meant by this is when looking at a website, people look for relevant topics, products, or services to their particular needs, but they want an authoritative business. This includes:
- Site Functionality
- Domain Age
- Social Metrics
- Backlink Profile
- Navigation Structure (user-friendly)
- User, Usage, & Traffic
The relevance of a website is:
- Search Query
- Exact Phrase Position
- Title Tag
- Meta Tag
- Body Content
Marrying these two considerations help contribute to the success of both since relevance aids in your ranking higher in Google or other search engines; this contributes to your authority, which then helps Google trust your site, thus improving rankings in SERPs. More traffic is then driven to your site.
Keep in mind that although these two concepts are vastly different and measured in a variety of ways, they both add to the power your website has and how well it ranks on search engines.
Creating Relevant Content Based on Questions and Needs
As stated above, people ask Google questions through search queries, so the key for business owners is to have relevant content that appears at the top of those search engines. Here are some ways to do this.
- Create headlines that generate traffic– This is the essential part of your content. You want people to click on your page, so create headlines that pike people’s interest.
- Include questions and answers in your content – These are great ways for people to get answers to questions they might not otherwise have time to pursue.
- Include related search terms – Keywords are important for SEO purposes and search rankings.
- Make it engaging with videos, webinars, images – If you have visual content, all the better for keeping people on your site and learning more about your services or products. Doing this could convert them quicker.
- Have a clear CTA at the end – You want people to contact you about your products or services, so invite them in; have a number they can call.Use hyperlinks to relevant blogs or articles within your site – This is a great strategy to keep people looking through your content. The longer they stay, the more apt they are to convert to a customer.
If you need help with creating dynamic content that drives customers to your site, featuring relevant and engaging content, please get in touch with us. Our experts create content that is SEO-driven with your customer’s needs in mind.