Search Engine Optimization - The Importance of Great Quality Content
By Gregory Smyth
Knowing your customer and selling the product's benefit -- and not the product itself -- to the customer are basic marketing rules. Not many people care about the streamlining of a vacuum cleaner bag, but there are plenty of overworked parents that care about how much time it takes to vacuum the house. This basic web marketing strategy is employed by all successful websites: create quality content that brings great search engine optimization results, and perhaps even the holy grail of internet marketing services … the top Google ranking. We look at how to modify your webpage content for search engine ranking optimization and internet marketing success.
It is known as the "What's in it for me?" rule and copywriters live by it. You need to be able to put yourself in your customer's shoes, forgetting everything you know about your business, to write effective website copy that furthers your internet marketing strategy. You can market to one of several desires in you customers: health, wealth, good relationships or sex. Internet marketing to a combination of these is often even more effective -- so long as you are able to maintain specific branding. If your customers are looking for job-related content, you will be using at-work emotions in your web marketing strategy and search engine ranking optimization campaign such as : the ease with which work can be performed, the security of a job , employee or company greed for a better salary or bigger profits, power in the workplace, or ego -- having your performance recognized as better than others by your peers.
Every word of copy you write for your website should be filtered through the automatic "Why do I care?" screen, with you thinking as a customer would. You often need to go a step further in internet marketing strategies, analyzing the words that people use in their searches instead of the industry speak for a phenomenon or event. For example, airlines use the words "low fares", but customers search for the words "cheap flights". Your internet marketing services company or search engine optimization service can tell you which words your customers use to find you and your competitors, and help you integrate these keywords into your copy.
Internet marketing services often do customer profiling, or creating personas, as it is known among internet consultancy services. This involves putting a gender, age, and other demographic profile to your typical customers. This allows your web marketing strategists to devise campaigns that really get results. When you have personal information for your site, you are not assuming you know your customer -- you really do know your customer. Even Google advises this in their quality guidelines for webmasters asking them to "make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users". Nothing annoys a user more than not finding the content they were looking for. Google's words of wisdom on internet marketing services continues: "Another useful test is to ask, 'Does this help my users? Would I do this if search engines didn't exist?'".
It is essential that businesses have expert help in writing their website content. Techniques such as keeping one idea per paragraph, writing in the inverted pyramid style and with additions like highlighted text, extra subheadings and objective language builds your opportunities to connect with consumers and requires expert implementation.