For our presence online we need to produce content, content which is unique and beneficial for our visitors. You may have a blog on your business website which you post on frequently, or you are currently looking to improve the content of your web pages on your business website. One thing to keep in mind, when you do create content is, you want to create it for your visitors, and not for search engines. It may sound very straight forward, but many business owners fall into this trap again and again, and when writing content for the website, they keep the search engines the main priority, and do not care much about their visitors.
If we write for search engines, most probably the article that we have written on our web page will make much sense to the readers or if it does, it will seem odd and not very fluent as it should be. Search engines have become extremely clever (well they try too) and can actually pick up if you are trying to trick them with spammy, duplicate or keyword stuffed content. Over time you will not do any justice to your online business, as those pages will not be indexed by the search engines.
Now if you look at it from a users point of view, what do users generally do? Well there are three types of visitors:
Surfer: They come to a website, scan a few paragraphs of text, view couple of images, if the website looks appealing and trustworthy, browse couple of more pages on the site. That’s a general surfer.
Looking for product or service: On the other hand, if someone is serious about purchasing your services or products, the chances are again, they are not going to read word for word everything that you have published on your site, they will only want to see and read stuff that will attract and help them make the decision if they should go with your company. – Most web users fall into this category.
So whom do you write for?
So whom do you write for, is it the search engines, or the three web users browsing your website. Well as a business owner you need to cater for all…right?
Well if you forget about the search engines for the time been and work backwards, by putting together content for that individual that would read every single word on your site. Now you know that they are not very common, so if you do get that visitor, you do not want to disappoint them, but instead aim to connect with them and convert them into a sale.
The middle user knows what they want, you just need to show it to them, you can use text such as:
- Bullet points highlight your product or services main key selling points
- Displaying your testimonials and customer feedbacks
- Displaying your contact information easily
- Having a blog and even a presence outside your website such as on Twitter, Facebook and Google +
The top user basically ignores all the text on your site, none of the stuff that you have written on your site makes any sense, or actually they just do not see it. The way to capture this type of user is with good visual appeals. They have come to your site for a reason, you need to cater for that reason, or this type of visitor will be gone before you know it. You can aim to connect with them by displaying your messages and information in a more creative way such as in images used on your site, or attractive website banners, and lighboxes. What you are doing here is putting the text in front of them, giving them no choice to register what you have to offer.
You have now catered for the three web users, now you just need to focous on the search engines, which is the easiest part, as your content that you have just produced is unique and your own, and search engines like fresh content (you already have some brownie points).
To ensure that your content is good for search engines you or your SEO can:
- Ensure that the URL of your web page includes your targeted keyword.
- Include your keyword in the Title and Meta Description of your site.
- Use of keywords in your headings.
- Page is fully optimised
Above is just few of the basics you as a website owner can do quickly. Overall Yes you need to write for search engines, as they will bring you traffic, but you need to be clever about it and look at the bigger picture, and see who will have a bigger impact on your bottom line. The simple answer is your visitors and users, if we can cater for your visitors which will than share their experience with their networks, writing for search engines will take care of itself.
Image by SXC