In trying to create better content for your customers, you must first assess several areas. These areas incorporate a form of demographic research. This includes audience research, understanding the value of your product or service, understanding the value of SEO, and more!
Find Your Audience
The first step toward optimizing your web content for your customers, is understanding who your audience is. Knowing your audience will help you to form the content around a focused concept. This takes research, however, but it is definitely worth your time. You must distinguish demographics during this process. Individuals in a specific age range, gender, income bracket, region, etc., make up the demographic target audience.
For example, if you are attempting to market walkers to the elderly, you would not use slang, CAPS, or exclamation points in your web content. This is generally held for the 18-24 demographic, and only in certain markets, such as music. The demographics here would consist of 65+, male and female, $35,000 or over, and retirement communities/communities with a high percentage of retired individuals.
Know Your Product or Service
The value of your product or service does not begin with a price tag. It begins with understanding its worth to your potential customers. Understanding the value of the need associated with your product or service should be the platform, or, “showcase” for your content. The value in regards to this need, in combination with your demographic statistics, will assist you in finding your tone, or “voice”. For example, you would not structure your content in a fun and light-hearted manner when selling medical supplies to the sick. Your tone needs to match your demographics, and be equal to its value.
Know How Much is Too Much
Always keep in mind, it is not about how many words you use, it’s about how you use them. The message is the key. Content should be written in a manner that is consistent with its approach. Content should be useful, informative, and in-depth – while remaining interesting and engaging. The inclusion of tips and tracks into an article is especially helpful when warranted.
Encompassing the ability to entice the reader to take action in some form or another should be your primary focus in regards to your website’s content. The length should not be a concern, as opposed to uniformity, precision, and engagement.
Understanding SEO and Keywords
Keywords are important to SEO. However, your content should not revolve around their inclusion. Keywords should be used when needed, when necessary, and naturally. Remember, the old adage of 1-3% keyword density is not the end-all, be-all of SEO.
Keywords should only be used when they are needed to describe your product or service, or when it is needed to support a sentence. The sentence should never be constructed to support the keyword. Search engines like Google rank websites higher when its content caters to its visitors, not when its content caters to the search engine. In fact, you are more likely to be penalized because of it.
Content should be written naturally, and keywords placed organically. Use them when they are needed. Content should never be written around keywords, only the concept of meaning of the keywords, granted they represent your product or service.
Sometimes it’s Better to Leave it to the Professionals
Sometimes it is best to leave content creation to the professionals. This is especially true for smaller businesses who tend to make the project personal. In these instances, the individual writing the content may be too close to the project to be objective. They may also miss errors, because they already know what they are trying to say. It is very easy to miss certain errors, because your mind will place the missing word where it is not, or see a word spelled correctly when it is not.