Google has a lot to answer for. Its recent updates, which aimed in part to cleanse their search results of low-quality websites and provide better rankings for high-quality ones with fresh, informative content, have created a situation where businesses feel they must churn out fresh content to retain their search engine rankings. The result can be bland content that may do well for SEO purposes but has little value for your target customer, which can result in few – or no – sales for you.
Thankfully, there is another way to retain your search engine rankings and it has nothing to do with ‘churning out’ bland information that has no value for your target customers or your business. It is called ‘smarter content’. Get it right and it will do the hard work of growing your web business for you. And you can do it, in one quick step, by creating valuable – smarter – content via SEO articles.
SEO articles – the smarter way to grow your web business
There is a lot of information available on the internet. However, there is a shortage of valuable, informative content that educates as well as engages. If there weren’t, web visitors would not trawl the internet, hunting for the information they need that would answer their questions and solve their problems, and whip out their credit card the minute they find the website that does this.
As the owner of a web business, smarter content means creating content that can help you meet your business goals and your customers’ needs. For your customers, it means reading well-researched content that answers every question about an issue they have that your service or product can resolve for them. With smarter content, everybody – your web business and your customer – wins.
One way of creating smarter content is by writing SEO articles. These are well-researched articles that educate your target customers and, at the same time, help to gain traction to your brand. It’s one of the reasons why content marketing, a subtle form of marketing, has proven to be so successful for web businesses.
Well-researched, informative articles that are also optimised for search are more likely to show up in search engine results for your product or service and also drive traffic to your website. If you aim to give your customers smarter content – which they value – you won’t need to churn out bland content, because your smarter content will have enduring and click-through appeal on search engine results.
SEO articles – how to start
If you are not sure where to start, begin by doing basic keyword research using Google Adwords Keyword Research Tool to find out what long-tail keywords* people are searching for with regards to your product or service, and write an article (with well-optimised keywords) posing the long-tail keyword as an answer to the question. Aim to give relevant information that your customers will value and which, at the same time, will position your product effectively. For example, a long-tail keyword ‘what is an artisan baker?’ could be the focus of an article on artisan baking – what it is, why it is better than what passes for baking in supermarkets and what makes your artisan bakery different from the others.
If you don’t have the time or resources to conduct keyword research, then tie in your SEO articles to the latest industry news to make them relevant to your customers. For example, the artisan baker could have an article on the population’s rising intolerance to wheat and why artisan baking could be the answer to this, because it uses spelt flour and traditional methods of baking.
Whatever your content and however you choose to present it, make sure it does one thing: solves your target customers’ problems. When you do that, they are more likely to trust you as an expert in your field and part with their cash.
What problem is your content solving for your customer today?
Abidemi Sanusi is the founder of Ready Writer
*Long-tail keywords are specific phrases that people use to search online. They are more likely to drive traffic from search engines to your website because they are more specific, therefore better targeted.