Tweak Your Biz » Marketing » Why Content Is King: The Tempt Not Tease Approach

Why Content Is King: The Tempt Not Tease Approach



The benefits of content are three-fold; first off, SEO, secondly, branding + tone, and thirdly, interaction.

SEO

So SEO, how does that affect content?
I’m glad you (me) asked…
The criteria for optimising a website are – in a  word – complicated. It all might seem easy enough to learn, but strong consistent performance takes time, know-how and hard work. One thing anyone who ever learnt anything about anything in the world of SEO will tell you:  CONTENT IS KING.

But what does that actually mean?
Well, SEO is all about rising in the search engine results pages (SERP’s). To do this you need to align your website with high searches and relevant searches… and matchable searches. For this to happen, you need to work on your content.

Your content will consist mainly of images and text. This ratio needs to dip in favour of text because search engines LOVE text. The bots are great multi-tasking readers, quite adept at scanning, sorting and scoring (points fashion).
Your task is to provide them with chucks of keyword-rich content which is relevant to your audience and industry/topic. The more you do this, the better.
One word of warning however – there are plenty of sites on the web optimised for keywords that are completely irrelevant (trending topics for example), so think ethically – you don’t want to tease your audience, you want to tempt them!

Branding + Tone

Formal versus informal, cheeky versus professional, intelligent versus plain. I could go on forever, but you get the point. The way you write your content will influence your audience. Similarily, the style and design of your site will affect how visitors respond and navigate (but thats another post).
Your task here is to consider your audience and your business. How do you want them to see you and respond? What are your aims online? How will your tone influence their actions?
When branding, think up four-five words that describe your business and each time you design or write, keep these in mind.
For example: modern, fresh, friendly, edgy and creative.

Again, tempt them with your imagination and style. Stay consistent and focused. Don’t cross the line or adopt a stern tone. Without knowing or meeting you, a visitor could misunderstand your meaning and click away. Remember – people build relationships with people, which is more difficult without a face-to-face meet, however many brands  (Lastminute being one) are masters at communicating personality and brand online.

Interaction

The king of all content has an element of interaction. What you want is for your audience to communicate directly with you, your site and third parties. Think along the lines of blogs, social wikis, widgets (Like this), share functionality, product feedback etc.
In an ever-increasingly social web, we need to be, well… sociable.

We need to consider how our visitors will use our website and make it nice and easy.
Here’s a blog post:  comment, share, like.
Here’s a product: enquire, buy, leave feedback, you might like this.

It sounds so obvious, and it’s crucial! A strong social element that considers visitor behaviour wins every time.
Tempting keywords, tempting content – now tempt them to stay, navigate and interact!

Here’s a list of ten content considerations and tips:

  1. Research your keywords and have a list to hand when planning/editing content
  2. Map out your website in terms of structure and address navigation at this point
  3. Have a style (remember – descriptive words!) that showcases your brand
  4. When planning content, keep it interesting – engage your audience
  5. Make sure your content is relevant – this will also curb bounces
  6. Ensure content is easy to read and understand
  7. Provide clear call to actions for your visitors what what to do next
  8. Keep updating and adding to your content
  9. Keep it fresh and current
  10. Involve your visitors in your content

Can you think of anymore?
How do you use SEO, branding + tone and interaction to tempt your audience?



The Author:

Christina is a complete geek, hence a perfect web + online marketing consultant. After ten years working with Premier Recruitment Group, LA Fitness, Monarch Airlines, Thomson Travel and a host of other companies, she now owns CG Online Marketing (www.cgonlinemarketing.com) in Ireland and is an associate of the Ahain Group. She's qualified in most things online such as web server management, digital design, Google Analytics and SEO. Specialties: Social Media Marketing, SEO / PPC,Google analytics (qualified in GA IQ) Web trends + insights, Data segmentation and targeting, Customer Behavior analysis, Digital design, Writing, Ethical marketing Green marketing / Sustainable tourism and Hotel + travel online marketing http://www.cgonlinemarketing.com

Add Your Comment

  • http://www.btbtraining.com/blog Niall Devitt

    Hi Christina, nice post! Would you recommend researching key words when writing blog posts?

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Hi Niall,
    Yes, absolutely. Optimised blog content will increase your SEO effort, so always consider your main keywords when writing posts and especially when thinking up a title!
    The nature of blogs means they score highly – keywords, links, fresh content etc – plus the bonus of them featuring independantly via Google search filters.
    Its likely the reason why Bloggertone does so well!

  • Anonymous

    Good post Christina

    Informative and love the picture :-)

    Paul

  • http://www.encouragingexcellence.ie/ Mairéad Kelly

    Thanks Tina,

    This is an area I must admit I know very little about and often find confusing. You’ve laid it out a lot clearer for me to understand. Next step, start implimenting it.

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Happy to help and ease your confusion Mairead!

    Hope the implimenting goes well.

  • http://www.writewordseditorial.ie Derbhile

    Good advice, particularly about the style. I’ll bear that in mind. But what if you’re doing those things, or at least trying to, and still not attracting visitors? And do you think that well written copy is naturally SEO friendly?

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Hi Derbhaile,

    Its a battle to balance strong SEO-focused copy with branded copy – but there are some great examples out there (Reed.co.uk). This is really where the content emphasis comes in – you need to be creative in terms of site styling and structure….a site with a mix of content will hold your visitors interest.
    When you say ‘Still not attracting visitors’ – do you mean the SEO isn’t working, or there are visitors but they are not interacting?
    If the former – really reserach your terms and add some additional advertising to the mix. If the latter, then check that navigation is clear, copy motivates and call to actio text is in evidence. Many visotors are just unsure where to click. A second opinion could help ; 0 )

  • http://www.connorkeppel.com Connor Keppel

    Well done Beatrice! nnGreat post. I also believe that it’s a poor move to not call it ‘like’. It’s amazing how little people know about Google outside of search really and +1 is not adding to adoption. Everyone knows about like so why not take advocates on board as opposed to trying to win them over to what will be perceived as being another application for everyone to get their head around. I’m with you on this one! nnChat soon

  • http://www.garrendennylane.ie/blog Lorna

    Totally agree with your point – tis a bit strange to be asked to like a search when you haven’t even visited the site and why would one return to the search page again, will be interesting to see how it all pans out though. Thanks a mill for the explanationnLorna

  • http://twitter.com/beatricewhelan Beatrice Whelan

    Hi Niall,nnThe combination of Social influence with the traditional search algorithm is definately the way for Google to go but the issue is how best they should do it. It might have been better if they put effort into getting people to use and understand their Google public profile more and then once that is achieved they can allow people to recommend links from that profile. Google profiles are still not mainstream, nearly everyone I know is on Facebook but I never hear anyone mention they were in their Google profile. Gmail seems to be pretty mainstream so perhaps they should look at it from that point of view, expanding Gmail into a social network and then allowing people to search the web from Gmail and then recommend links from there.

  • http://twitter.com/beatricewhelan Beatrice Whelan

    Thanks for all of the positive feedback. I am going to go into my Google profile right now and start connecting and +1ing links – we might as well give Google all of the help they need!

  • http://www.tweakyourbiz.com Niall Devitt

    Hi Beatrice, great answer! I don’t think I can disagree with any of it :)

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    If Google are tapping into it, then the power of ‘likes’ is sure to increase. I do agree with you Beatrice, that the word ‘like’ would have worked much better. Then again maybe Google is hoping the new name is much more unique – who knows.nnIf you do have to click the magic button to express a like beforehand, then couldn’t this be a pointless metric or abused by brands and companies?? I’m all for some social integration online, but do worry about manipulation. Rankings has always been about relevancy as opposed to popularity.nWatch this space!

  • Facundo

    Completely agree with you and Beatrice, there is no logic in one having to click on a result that one hasn’t visited. Before anyone says it, it is true that sometimes we “like” posts or content with the FB button without actually reading it fully, but that doesn’t mean that the principle behind it is to like blindly. It also seems to me that Google has missed a first step: Facebook first got us to like like like stuff within Facebook and only then rolled out the button to external sites. In this case Google is rolling it to external sites & search results without having us adopt the +1 somehow before (they can’t). Probably Beatrice’s point that Google should call a “like” a “like” makes even more sense in this race for adoption.

  • http://twitter.com/beatricewhelan Beatrice Whelan

    Hi Chrstina,nnI agree that manipulation is a significant concern for this. Google have put some regulations in place to make manipulation more difficult, for instance, the +1 button only shows to you if you are logged into your google account while doing the search and to set up a Google account such as a Gmail account you need to verify with a telephone number. This will allow Google to track if numerous clicks on the same +1 button are coming from the same account and then would probably count those as invalid. Google seems to be able to determine invalid clicks on Adwords ads so it should be able to do the same for the +1button. Having said that I’m sure it will be a constant effort from them to ensure they are keeping up with all of the latest tricks from the spammers.

  • http://www.ultimatemarketingonline.com Aleksandra

    I so agree with Sathishkumar – until Google does their part, whose going to use it?

  • http://www.scarletweb.co.uk/ william96

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