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Category Archives: Content Services

Keywords, Without Intent, Do Not Convert

keywords

When considering keyword strategies, most people simply want to rank as highly as possible for the most common, popular keywords within their industry. If you run a hotel, for instance, you may consider words like hotel, motel, lodging, accommodations and the like. These are considered fairly broad keywords, and you can find them within every industry. While they may describe what you offer, you have to consider the intent of your potential audience. If the keywords you use do not match that intent, ranking highly may still get you increased traffic numbers, but that does not mean it will lead to conversions.

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Does Short Content Work?

short content

Excuse the pun, but you're worried about selling yourself short. In your efforts to reach your audience and educate readers, you want to go in depth. You want to put as much information as possible out there. You want to answer all of their questions and work hard to sell them on your goods and services. You wonder if there's any way to use short content, or if everything needs to be the size of a chapter in your favorite novel. What type of content approach is going to work most effectively and accomplish your goals?

Every situation is different and every business has unique needs. But there is a lot of evidence that short content can and does work.

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Targeting Your Copy to Customers' Needs

targeting-copy

When you are creating marketing copy with a call to action, the ultimate, final goal is not always some general concept like brand awareness or spreading the word about a new idea. Sometimes, you're trying to directly sell to the reader. You're trying to get a conversion. That's not to say that copy for brand awareness won't work; it can, and it does. But you must remember that unique pages have unique goals, and you need to have copy that focuses on those goals. It needs to work toward a specific end. Only when you identify that can you create pages that work and do what you intend. Finding that success is not a fluke, so long as you focus on it from the very beginning.

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How to Turbo-Charge Your Site’s Content to Maximize Search Engine Rankings

Maximize search rankings

Modern search engines utilize complex algorithms to help determine where a site ranks on search engine results pages. These sophisticated algorithms consider hundreds of unique factors when determining where your pages fall in the final rack and stack. While it may not be realistic to tackle each of these factors, devoting time and attention to three key elements can help yield significant results.

Below, we’ll explore these three tactics and discuss how to incorporate them to boost search engine rankings and outperform the competition. These tactics are especially useful for startups on a shoestring budget.

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Writing Content for Readers Who Scan

scannable content

There are readers who want to delve into every article they read, approaching each new page the same way they'd approach a good book. They read thoroughly and completely, giving the page their full attention. However, it is far more common in today's fast-paced, mobile-oriented world for readers to simply skim (or scan) the content. In some cases, all they do is scan for a few moments and then move on. In others, they scan multiple articles and settle in to read when they find one that piques their interest. Either way, though, don't lose heart. You can still write intentionally for these readers and their fast reading habits.

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