WRITE HIGH-QUALITY, VALUABLE CONTENT THAT YOUR IDEAL CLIENTS ARE LOOKING FOR
Google’s upcoming algorithm changes set to launch in May 2021, are placing more emphasis on user experience. This means that in order to improve your SEO—Search Engine Optimization—your website needs to be fast, easy to navigate, and you better make sure to write valuable, high-quality content that answers your reader’s questions.
In order to do that, you need to know who you’re writing for and why. You need to know who your products, services, and offerings are for and how they help solve your ideal client’s problems. Thus, you need to create a content strategy.
DIFFERENT STAGES OF CLIENT AWARENESS
Understanding your client’s awareness level is the first step in writing valuable content.
Your potential clients are at various levels of awareness; be sure to write content from the perspective of each awareness. Is your ideal client unaware of their problem? Is your ideal client aware that they have a problem? Is your client aware that there are solutions to their problem? And are they looking for a solution?
People in the unaware stage don’t know they have a problem and don’t yet understand industry-related words. Write about content topics, and use keywords that they will understand. Start with the foundation of your offerings and services.
For example, let’s say you’re a holistic nutritionist. You’ll want to introduce how good nutrition positively affects everything in life, to people who don’t yet know that nutrition plays a key role in living a healthy life. Some topic ideas may include: Are you having trouble sleeping? Do you feel tired all day long even after a good night’s sleep? Do you suffer from chronic headaches?
These topics will bring awareness to a problem that many don’t even know they have because they’re so used to living with these symptoms. They feel like insomnia, fatigue, and chronic headaches, for example, are just part of a busy lifestyle.
Awareness of Problem
Once you bring awareness to the fact that insomnia, fatigue, and chronic headaches are not part of daily life, that they’re actually symptoms of an underlying issue or an unhealthy diet, they’ll begin to inquire more about the topic and will start looking for solutions.
Looking for Solutions
When people understand that solutions exist they’ll begin using specific industry-related keywords to look up information. Staying with the same example of nutrition, they’ll search for gut health, brain health, and how to alleviate chronic headaches. During the search process, they’ll come across your website and since you’ve been writing high-quality content that answers their questions, they’ll begin to trust you and see you as the expert.
Give Them an Irresistible Offer
When you present an irresistible offer, something that meets their needs and solves their problems at a price point that feels it’s a no-brainer to buy, your most loyal followers will eventually turn into paying clients.
BASIC KEYWORD RESEARCH
Keyword Research is the second step in writing valuable content.
Keyword research is a process of analyzing words and phrases that people type into the search box when searching for something online. These keywords and key phrases are the communication pathway between search engines, your website, and potential clients.
Spending some time doing keyword research will not only set you up for success, but it will also make content creation a lot easier. Just a few minutes of research will show you which keywords have the most potential based on search volume, which level of awareness your potential client is in, so you can create a content plan, and build a list of topic ideas that your ideal client is actually looking for.
“Give me six hours to chop down a tree and I will spend the first four sharpening the ax.”ABRAHAM LINCOLN
Search volume shows you which keywords are high-performing and which keywords are low-performing. Using a keyword search tool like Keyword Everywhere, type in one of your main keywords and check out the search volume.
Is it high; 10K to 100K searches per month? Is it low; 100 – 500 searches per month?
It’s a waste of your time to focus on keywords with zero search volume, and on the flip side. Be aware that high-performing keywords are very competitive and it will take you longer to get ranked for those words. It’ll be easier to rank higher in search engines for lower-performing keywords.
This doesn’t mean stay away from using high-performing keywords altogether, it means using both high-performing and low-performing keywords. This way you’ll rank high in SERPs faster for the low-performing keywords while building equity for high-performing keywords over the long-run.
Don’t let vanity metrics get in your way. Too many people focus on growing website visitors when they should be focusing on adding value and converting their audience into paying clients. Do you really need 1 million website visitors per month?
If you’re a small business owner who has a small clientele—works with 300 people per year—you only need 1500 to 2500 monthly visitors to your site to get enough leads to fill your schedule. It would behoove you to use keywords with a lower search volume that are perfectly matched to your products, services, and offers, to bring in clients that you can help the most.
Now, if you own an online business that sells online courses, you’re going to want to bring in a very large audience. Those highly searched keywords are very competitive, so you’re going to have to build website authority to compete with sites like Amazon, Forbes, or Pinterest.
“Not all traffic is good traffic. Traffic itself is a vanity metric. It’s what happens with that traffic later that matters.”SURFER
HOW TO CREATE CONTENT CLUSTERS
Content clusters are several pieces of content that are grouped together by a shared topic. Start by writing one long article, 2500 words or more, about an overall topic, and then create shorter articles, at least 100 words, with subtopics relating to the main topic. Link to and from the overall topic and subtopics to connect the cluster of articles.
These clusters are an excellent way to drive more traffic to your website and will increase your SEO ranking through utilizing a variety of keywords and long-tail key phrases. And, you’re essentially attracting potential clients at all levels of awareness by writing content from a surface level topic, introducing new ideas and concepts, while going in depth with each subtopic.
People will spend more time on your website, clicking from one article to the next enjoying all of the information available in these content clusters. Google recognizes this and sees you as an expert which helps build website authority. You’re also building trust in potential clients by answering questions and solving problems. When people feel like you’ve helped them, they’re more apt to share your article with friends, family, and on social media.
HOW TO PREPARE A CONTENT STRATEGY THAT ATTRACTS YOUR IDEAL CLIENTS
Search intent is the why behind the user query. Why do people search for what they search for? The answer to this question will help you determine what keywords to focus on and the type of content your ideal client is looking for. When you give your audience what they’re looking for, you’ll build credibility.
- Are they looking for information? Are the looking for answers to questions? How to… What is…
- Is their search transactional? Do they already know what they want to buy and are typing in a specific brand/product name? For example, iPhone 12.
- Are they looking for a product but conducting some research first; comparing different brands, prices, and reading reviews. For example, newly released cell phones.
- Where is the person searching from? Are they local? On the other side of the world?
Create an outline of topics and subtopics using your keywords and key phrases based on what your ideal client will look for in the services and offers you provide. Use Google, Pinterest, Quora, and AnswerTheReblic for inspiration.
Use the searches related to, and people also ask areas in Google for more ideas related to your keywords and key phrases. Use the Pinterest and Quora dropdown menu for more ideas that come up as you’re typing a query into the search box.
Use SEO tools like Ubbersuggest for more content ideas. Type in a keyword or a key phrase, click enter, and you’ll be redirected to a page showing you the search volume and SEO difficulty. Scroll down and you’ll find more related keyword ideas along with content ideas based on visits and keywords that generate those visits each month.
Gone are the days of keyword stuffing. Be strategic, write naturally, and incorporate keywords in your content that make sense.
Read more about Google’s release of BERT in 2019 that’s based on NLP—Neuro-Linguistic Programming: Google Natural Language API Demo
NLP & BERT in SEO: How to Boost Your Organic Traffic
Write High-Quality Content that Adds Value
When writing copy for your website and blog, always keep in mind that Google favors valuable, high-quality content. One way that Google measure this is by the bounce rate—the amount of time a user stays on your website.
Do people find your article in the SERPs, click the link and then bounce? Or do they find what they’re looking for and stick around looking at everything you have to offer?
As mentioned at the start of this article, customer experience is one of the main factors when it comes to SEO ranking. Google notices when people click through a link to go to your website and quickly leave because they didn’t find what they were looking for. The longer someone stays on your website, the better for your SEO.
Use a Logical Structure
Make it easy for your readers to navigate an article.
Let readers know what to expect by using a table of contents. One of the most popular featured snippets is the list, so there’s an added bonus of possibily grabbing a zero positon in the SERPs.
Use short paragraphs with easy-to-read headlines. Break up the text with visuals like images or videos that compliment the topic of the article. Don’t use random stock photos; use photos that complement text and enhance client experience. Use lists and bullet points. Use bolding on important keywords, but don’t overdo it.
Think about how many times you’ve clicked, or not clicked, on an article based on the title alone.
- Use keywords in your title.
- Make your title people-friendly.
- If you’re on WordPress, install the Yoast plugin and utilize the Headline Analyzer.
- Use power words in your title.
- Questions have a higher CTR—Click Through rate.
Make sure to fill out the Meta Description—a short paragraph that describes what your article is about. Write a unique Meta Description, while incorporating a few keywords, for each page that matches your content.
Always keep in mind that Google protects its readers through a measurement called EAT—Expertise + Authoritativeness + Trustworthiness—to make sure that you’re being transparent and that you know what you’re talking about, especially if your site contains topics that could impact a person’s health, happiness, or finances. Include links to sources, collaborate with experts in your niche to get backlinks to your site, FactCheck, and share your content on social media.
Expertise means your readers leave your site feeling as if they’ve learned something and are well-informed.
Authoritativeness means that other experts see you as the go-to person for the topic.
To build trustworthiness, Google looks at reviews and who is writing the content.
Click HERE for an in-depth article on what EAT is and why it’s so important.
HOW TO DRIVE VALUABLE TRAFFIC TO YOUR SITE AND TURN LEADS INTO PAYING CLIENTS
Call to Action (CTA)
Always include a call to action—CTA—on your website pages, blog articles, and social media posts. Examples: leave a comment, share, tag friends, subscribe to a newsletter, download a free PDF, sign up for a trial or discount, and scheduling a consultation.
Don’t have too many CTAs on one page or one piece of content and keep it relevant to the platform. For example, a good CTA for an Instagram post is, tag a friend. A good CTA for a blog article is, share this article.
Now, for landing pages, the above rule goes out the window. Place a handful fo CTAs throughout the entire page, starting with one above the fold—in the header, or right below the header.
Create an Irresistible Offer
Give stuff away for free in exchange for email addresses. Collecting email addresses is a great way to stay in close contact with your audience. Don’t depend on social media as your only source of contact. You never know what’s going to happen with those platforms. The algorithms constantly change, your account can get shut down without warning, and just like that, all of those followers you worked so hard to connect with are gone.
People are not going to give you their email address just for the heck of it, you’ll need to create an irresistible offer.
In order to create an irresistible offer, you’ll need to understand the awareness stage of your potential clients. Don’t make the leap too big. For example, if you write an article called Seven Tips for Good Website Design, don’t immediately try to sell them your website design services.
This person is most likely trying to design a website themself. Just keep giving them helpful information. They’ll either continue to work on their website until complete, or they’ll get frustrated at how time-consuming it is to learn everything there is to know and will want to work with you because they trust you based on all of the information you’ve shared.
HOW TO INCREASE WEBSITE AUTHORITY
Continued SEO Optimization
SEO is not finished after you click the publish button on your website or blog post. SEO is a long game. You MUST continue to analyze metrics and optimize content, old and new.
- For new articles, leave them be for a few weeks after publishing and then analyze the metrics in the Google Search Console.
- Check to see how your keywords, articles, and pages are ranking.
- Optimize old articles that are ranking well based on search intent and competition.
- Check your title tags, meta description, internal linking, organize content structure, update content, check all links, etc, using tools like Ahrefs.com, ScreamingFrog.co.uk, or SERPStat.com
- Then as time allows, go back and optimize pages that are ranking on pages two and three in the SERPs.
- It’s also a good idea to optimize articles that are ranking at zero.
- And don’t forget to optimize the copy on your website pages and landing pages. A small tweak can make all the difference in connecting to your ideal clients.
If you feel overwhelmed with the thought of SEO, take a breath. Once you’ve done your keyword research it’s quite easy to create a content plan. The rest of the tips and steps listed above can be done alongside writing and publishing articles.
Keep it simple. Spending only a few minutes a day on your SEO goes a long way in getting your website to rank higher in SERPs.
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