How to improve your website visibility?
You have web pages, but they don’t appear in your browser’s search results. This is a pretty common problem. It is often assumed that the marketing effort has been made once the website has been launched. Websites must be kept alive. They need updating from time to time, e.g. new content and internal and external linking.
How to do SEO?
SEO (Search Engine Optimization) is a process that improves the website visibility in relation to competitors’ ones. Website visibility is affected by the technical functionality of the site, search engine optimized content, company brand awareness, and user personalization. Personalization can be increased, for example, through product suggestions and retargeted advertising to the user of the site. In this blog, we will focus on producing search engine optimized content.
What is search engine optimized content like?
It is worth thinking about what are the strategic customer groups. What kind of customers do you want to market the services to? Who are the potential customers? What kind of needs do they have?
On the other hand, what kind of needs do we have ourselves? What services do we want to provide? What kind of leads do we want to achieve? How are target groups informed about their own values and goals? How would organisations, unions and associations improve the recruitment of new members, for example? Based on these questions, you can already guess what kind of content should be on the website.
In addition to strategy and customer orientation, one of the goals of website design is the visibility of the pages, i.e. search engine optimized content. However, before producing content, you need to find the most common search terms, i.e. keywords.
How to find keywords that work?
Keywords are the very words that customers use to find a solution to their needs. So step into the customer’s shoes yourself and start googling the service you want to find and know about. This allows you to find the best keywords and the most common questions that customers have used when searching for the service.
Customer orientation, natural questions, keywords and linking enhance the findability of the website. Search engine optimised keywords are not just a list of words in the content, they are embedded in the titles and text. The main thing is the clarity and interest of the text from the customer’s point of view.
The most important keyword is the one around which the content is built. Other keywords, on the other hand, support the topic substantially. You can’t fool the search engine, so you shouldn’t overuse keywords. A good ratio is one keyword per 20 words. Services are also often sought with questions. Questions are great keywords. They can be used in content titles. From the keywords you can create the so-called keyword map to help write the rest of the content.
Keywords and content writing
Keyword lists are not yet content, but pages should provide customers with expert and interesting content. It must also be salesy and support the customer’s path to purchase. The website may contain, for example, product information about products, test results and customer quotes about the use of the product. The content of the services includes service descriptions, pictures, maps, customer stories and customer quotes about the service. The sites of organisations etc. provide members with relevant information on their activities.
Whose job, then, is it to produce content? You can entrust content creation to professionals if you don’t have the time and know-how to do so. The professional knows how to write clear, interesting and sales-promoting text. However, you are a service provider and know more about your services than an outsider. Therefore, you should participate in content production as an expert, and provide information and comment on content produced by an outsider.
What is the meta description?
The website is made more interesting by the meta description, i.e. the metatext, which appears as text that describes the content of the web page when the browser’s search results are listed. The aim of the description is to capture your interest and make you want to explore the site in more detail.
The role of meta description is significant, so it is worth investing in it. The description is written in a customer-oriented manner. Let’s think about what a potential customer wants to know and consider the answers to them. The more interesting the description, the more likely it is that the customer will click on the site.
Is your search engine optimization up to date? As digital marketing experts, we can improve the discoverability of your business website.
We get acquainted with the technical implementation of your company’s website and the optimization of services and keywords. We create an overall picture of the development project for you, what we do, how we proceed and what we achieve together.
Read also our previous blog, How do I produce meaningful content?
Want to know more about external links? You can check the MOZ website.
How do I create meaningful content?
Content is always produced for the customer. It needs to reach the right customers and address them in the right way. Business strategy, brand and customer understanding are the cornerstones of content production. They give the content a strategic direction, a way of working and communicating, and create value for the customer. The key to meaningful content production are buyer personas, the purchase paths created for them, timely content and content linking from different channels to websites.
How do I strategically produce the right content?
Content marketing is part of a company’s marketing strategy. In the same way as the marketing strategy and the marketing plan that implements it, the content strategy and content production also follow the business strategy of the company. In this way, the organisation works in harmony towards the goals set.
Strategically, we know, for example, to whom, what, how and where we market and sell. From the perspective of a content strategy, it is meaningful to know what kind of buyer personas we want to reach, engage and serve, and how we manage content in different channels and websites. When content is created around the problems and goals of the buyer persona, sales grow, the brand is strengthened, and our company succeeds.
For the overall brand of the company, it is important that the communication is in line with the brand. The communication of brand identity and value proposition is reflected in all communication, so it should not be forgotten in content production either. The contents consistently reflect the company’s personality, way of working and communicating. Brand should manifest itself in all forms of communication, both visual and spoken content. Consistency of communication increases the credibility of the company in the eyes of the client.
How do I add customer focus to content production?
The better we understand the customer, the easier it is for us to produce content. Customer research provides valuable information for defining buyer personas and the factors that guide a purchase decision. The goal of customer orientation is to create value for the customer with every channel and content. Well-executed content is interesting, informative and motivating for the customer and supports the purchasing process. They also improve the interaction and cooperation between the customer and the company.
The content creator is particularly interested in the customers’ purchasing and service experiences. Purchasing services requires expertise and is often challenging for the customer. Customer satisfaction and efficient and profitable sales are best realised when the customer’s purchase path and the company’s sales path go hand in hand. The client is provided with useful content in a timely manner at different stages of the purchase path.
Customers can be provided with more relevant content that facilitates and speeds up the buying process. For example, a website can create a unique purchase path for each buyer persona. At the beginning of the customer’s purchase path, the task of content production is to support the findability of the website and the intelligibility of the content of the service descriptions. Content linking and search engine optimised content help the customer find the company’s services. The content of the website should provide information and support the customer in the purchase process. Meaningful content entices the customer to progress from one content to another and leads the customer towards a purchase decision.
Is your content creation relevant? At MeKiwi, we use service design to study customer experience and develop the digital purchase path. As digital marketing experts, we can help your company develop content production. We look at your company’s goals and needs. We create an overall picture of the development project for you, what we do, how we proceed and what we achieve together.