Day 21: Creating Content for People and Search Engines

Over the past few days we’ve established the importance of publishing good content on your business website.  It is absolutely crucial that your content appeals to the person reading it, while at the same time being picked up by search engines.  So today, we’ll be dealing with these two vital aspects of content creation – writing for your audience, and for search engines.

How to Create Content for People

Create Content for People

As I mentioned on Day 18, the content on your website will either draw first time visitors back to your website or turn them away for good.  Here are a few ways you can create content that appeals to your target audience.

Create content that will benefit your audience

Take for example, the case where you are writing a blog post about a new lavender scented candle that is now available in your store.  If you write only about the candle’s features and keep asking people to buy it, it does not add any value to the reader.  And they are most likely to get turned off by your aggressive sales tone.  However, if you write an article about the various benefits of the lavender scent and then suggest the candle that’s available in your store, people are more likely to purchase it.

Create content that gets your message across

It is perfectly fine to write articles that add value to your readers.  But it is also important to incorporate the message that you want to share into your content – otherwise you will not be able to build your business.  I started this series to offer a step by step plan to help women build their online business from scratch.  While most of the articles fulfill the need that budding entrepreneurs may have, I’ve also included articles where I needed to get a definite message across.  For example, Day 6 where I shared hard lessons I’ve learned in my online business career.

Use a variety of content that will grab the user’s attention

A full length text article is fine, but will your readers be able to read the whole article at a stretch?  By including relevant images or an infographic, you are more likely to keep readers engaged with your content.  In some cases where you feel a personal approach will connect you with your audience, record a video blog or an audio podcast.  If you have something very technical to share, opt for a screencast with a voice over.

When you have a wealth of information to share, don’t try to cram it all into one article and overload your readers.  Spread the content over a series of articles or publish it in the form of an ebook.  Try out a variety of content and see which format appeals best to your target audience.

Add a call to action at the end of your content

No matter how much your content appeals to the person who visits your website, they will just read it and move on if you don’t specify what you want them to do.  If you’ve noticed, each of the blog posts in this series has a call to action at the end – asking people to subscribe to our email updates.  Figure out what you want visitors to do after reading your content, and add a call to action asking them to do it.  (Note that not everybody is going to heed to your call of action, but a lot of them will.)

Here are a few call to action ideas to get you started:

  • Sign up for a newlsetter
  • Follow on social media channels
  • Buy a product
  • Use a service
  • Click an affiliate link
  • Read a related article
  • Leave a comment

How to Create Content for Search Engines

Create Content for Search Engines

Readers happy = Search engines happy

Content that makes readers happy eventually makes search engine also happy.  Search engines are now giving more and more importance to visitor behavior on a particular website.  Parameters like time per visit, bounce rate, social sharing, etc.  now play a huge part in getting and maintaining good search engine results.

Each content piece should be based on a primary keyword

When you’re creating content, always ask yourself these questions:

  1. What message do I want to convey through this content?
  2. What solution am I providing through this content?

Now based on your keyword research, choose the most appropriate keyword that represents the solution or message.  Then start creating content with that target keyword in mind.  You can also use one or two secondary keywords in your content.

Place keywords strategically

Include your primary keyword in your title tag.  If possible, include the keyword in the first few sentences as well.  But you have to keep in mind that this should not hinder the readability of the article/page content.  At all costs, avoid keyword stuffing.  Google and other search engines frown upon the overuse of keywords.  You can always use keyword variations or secondary keywords to substantiate your content.

Include in-content links – internal and external

You can use links inside your content to further elaborate your point.  It can be internal links referring to an article you have already written or a link to some external resource.  Try to make sure that the link includes the relevant keyword.

This is just an overview of how to create content for search engines.  Look out for a detailed article on search engine optimization in the coming week.

Today's Action Step: Create one piece of content that would appeal to both people and search engines.

Click here to catch up on all the posts in this series.