How to Build Effective Content for Your Customers’ Journey

Content Marketing for your Business

The definition of ‘SEO content’ is nothing like it was five years ago. Keywords were a major ranking factor, and it was difficult to achieve the required keyword density while at the same time fulfilling user requirements in terms of engagement.

Content quality wasn’t as much a priority as it is today, and perhaps search engines bear a part of the blame for this.

User experience now defines SEO

Of course, Google has since changed things up and required webmasters to create high-quality and user-friendly content, which makes today’s discussion very apt. Today’s SEO is more about enhancing the customer’s purchase journey by focusing on various elements, the search box being the beginning of that expression.

While it’s difficult to predict with certainty what a user might search for, you know what page on your website they landed on, and these insights can be used to build good marketing strategies. Specifically, you have Google Search Console’s landing page data – phrases and keywords the page ranks for, and so you can use these details to guess which phrases draw consumers to that page.

Find gaps in user experiences

Take the keywords and phrases above as an inventory of consumer intents so that you can use them to conduct a mini self-audit. Are there objectives the customer has that you’re unable to fulfill? These gaps will define the work that’s needed in terms of site optimization at various stages of a buyer’s journey.

A few examples of gaps include:

  • Broken pathways – Users are prevented from moving to the next step of their purchase cycle by things such as broken navigation
  • Unanswered questions – A customer will not proceed until all their questions relating to how, why, where, when, etc. are answered. These answers need to provide a sort of bridge that the customer can use to move to the next step
  • Out-of-stock products – Purchase-ready consumers may not find the product they’re searching for. To solve this, speak to suppliers about your inventory. In the meantime, always provide alternatives for missing/out-of-stock goods

These are just a few examples from an e-retailer’s website. There will be various gaps depending on the nature of your business/site. Each of these gap places needs a dedicated content plan in order to receive the ranking reward that search engines offer for the content that offers users true value. Whatever is good for your consumer is good for SEO.

User-focused content creation

Whether you’re creating your content or you have hired professional agencies such as Alpha Omega Solutions to do this for you, you must remember that your first loyalty is not to the search engine, but rather to the user.

Google understands this, which is why it uses user-generated signals to weigh the true value of your content. For instance, high bounce rates of your landing pages indicate to Google that users don’t find your content valuable for their queries, and you’ll probably be de-ranked for those queries. Longer page duration sessions indicate more useful content.

Finally, the content must be structured in a way that makes sense for users. Every piece of content generated should adequately cover the subject matter. Be sure to add headings and subheadings which are excellent for search engine crawlers and for users to quickly understand the content offered.

When it comes to content, the general rule you must always apply is simple: your user comes first.

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