How To Write Great Content For Your Website
Due to Google's changes in its search algorithm, the digital marketing landscape is rapidly evolving. In order for marketers to stay ahead of their competition, they must evolve with it. In 2013, Google began hiding search query data, meaning marketers no longer have access to the keywords that are driving the most traffic on their paid and organic channels. This means that digital marketers can no longer rely on the out-dated tactic of simply stuffing webpages with random keywords and links. No, now marketers must place CONTEXT within their CONTENT and provide visitors with valuable information based on buyer search terms. But how do you do this? Here are three steps to creating great content that people want.
- Identify and Understand Buyer Intent Signals - Google's machine learning and natural language capabilities are allowing Google to provide online consumers with the specific answer that they may be searching for. This is great for consumers, great for Google, and great for online search - but a major challenge for digital marketers. However, solutions like Captora are allowing marketers to amplify productivity by automating the process of identifying demand signals and then stack-ranking them based on search frequency and how much content you do or do not have around that search term. Awesome, right? Request a free demo and we will show you how
- Create Targeted Landing Pages - Marketers can no longer use generic search terms to drive visitors (who are looking for a particular solution) back to a generic homepage. Well... they can, but not without being penalized by Google. Digital marketers must create target landing pages, single websites, that not only integrate into their home website, but also provide a specific solution that is tied to a specific search term or pain point
- Test and Optimize - Simple design changes, content changes, format or offer changes can result in drastically different results. A/B and A/E test key elements that are both successful and unsuccessful and compare the results. Testing will allow you to develop data-driven insights that will allow you to optimize your campaigns.
However, before you get started you must first understand how potential buyers are searching for and around your solution, and then go out and create that content. For more information on getting the right content, in front front of the right consumer at the right time, download our FREE ebook!
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