Compelling Content that is keyword optimised

Posted by Richard Denver on 21 June 2021

SEO Content

We live in a digital world where content is plentiful. What’s changed is that users of the web have less time than ever before and have significantly less patients.

We have written content on just about every foreseeable topic known to human kind. The truth is anyone who has completed grade 4 English is capable of stringing some words together and putting them on the web. It could even be suggest that you recently read something online which was written by a grade 4 student.

In developing a website it is critical that the content you create is compelling, interesting, on topic and toned to meet the expectation of the reader . The language you use is relevant for the time and is written in a way that it can be ready for a grade 5 student with ease. That's not to say that you can not develop content at a higher level, however doing so would come at some cost with respect to audiences interest.

So how do you know if the content that you have strung together is compelling? The key to knowing you have engage content is to run analytic’s across your site to monitor usage. If it takes the average person 2 minutes to read the page and your analytic’s is telling you that they are on the page for less than 60 seconds, you know that you have an issue with the content.

Is my content satisfying the question that the person is trying to solve? To answer this you need to look at what the purpose of the content is and your content flow and the purpose of the content.

Lets consider that we are a manufacture of shoes and we are making a decision to enter the consumer sales space via an online store. Your content flow may look something like this.

Marketing Shoes → Types of shoes → Benefits of buying from the manufacture → about the manufacture→ Return policy → Reviews → Delivery expectations → Email confirmation of the order → Future EDM’s

As you can see from the above content flow the marketing is up front and the words used to drive traffic to your site will be very different to the content that exists anywhere else on the site. The page that the shoe exists on doesn't require marketing language unless it is specifically about that shoe as you have already got the potential customer to the product. If we move ahead to the return policy that would need to be short and to the point as to should the delivery expectations. The email confirmation should be more focused on the client and how you appreciate their business and reiterating the delivery and return policy and that you look forward to doing business with them again soon.

So how do I ensure that my content is keyword optimised? Choosing the right words can sometimes be a challenge. We know of course that as a car manufacture we wouldn’t use “MotorCar” to sell a cars as globally we shortened it as early as the 1960’s to car.

Google trends results

Perhaps a great example to use that is relevant to the current times is the Sports Utility Vehicle vs SUV and four-wheel drive vs 4x4. Using the shortened term may be advantageous as it is what you hear in conversations. However when buyers are searching for these vehicles the wording they use does not reflect the conversation globally.

Google trends results

However if we look at an audience in Australia only we can see a differing search pattern which would suggest that we use Four-wheel drive and using both SUV and sports utility vehicle as both appear to be equally in use.

However if we look at an audience in Australia only we can see a differing search pattern which would suggest that we use Four-wheel drive and using both SUV and sports utility vehicle as both appear to be equally in use.

In finishing there is no golden key or one shoe fits all. You need to do your homework and ensure that your content is relevant to your consumer through your sales funnel. That your content meets customers expectations, that the tone and length is on point and that the keywords used throughout are relevant to your audience.