We’ve all been there, those conversations where two people thought they were on the same page, but ended up being worlds apart. The same thing can happen when it comes to providing content and information to people who are searching online for the products and services we offer. SEO is all about keywords and links, or is it?
When someone goes to Google there is most likely something going on in their life that they need to find a solution for. They are searching with intent, and depending on what stage of the buying cycle they might be in, their intent might be to find information or it might be to buy.
Often-times we think it terms of a single word or two that describe what someone will find when they come to our website. We use words like women’s shoes, soy candles, party supplies, legal services, SEO agency, marketing consulting, in our content and wonder why it’s so tough to break out of the pack.
These are a couple of problems with writing content around such broad terms:
- They are highly competitive, many many people are trying to optimize for the same words.
- They lack context – why is searcher looking for party supplies or legal services?
If someone types “soy candles” into the search box, do they mean:
- Buy one?
- Learn how they are made?
- Learn how to make them?
- Benefits of Soy Candles?
Let’s pretend we did the research and discovered that “how to make soy candles” is a great specific phrase that describes a product you sell and the reason for the search. It’s not a far leap to think that someone who is interested in how to make soy candles might also be interested in buying them. (especially when they see the long list of ingredients and the need to buy a “double boiler” system).
There are a couple of ways you can implement this into your SEO strategy:
- Cleverly find a way to include the phrase “how to make soy candles” in your current content about soy candles.
- Create a new page and provide valuable information including videos and step by step instructions (in a numbered list).
The first tactic is fine as long as the page or pages you are adding the phrase to are legitimately relevant to candle-making instructions (probably tough to do if you only have product pages). If not you’ll definitely want to create a new page, in fact this might be the best approach even if you already have content that supports the phrase.
The reason you want to take this approach is to take advantage of Natural Language Processing – or in other words the fact that Google’s artificial intelligence is so advanced that it incorporates the theme of a page. The theme is the overall surrounding content to put the page or article into context and explain the meaning of the page.
Here’s the formula:
- Good Keyword(s) + the WRONG context = the WRONG Theme (LOW RELEVANCE)
- Good Keyword(s) + the RIGHT context = the RIGHT Theme (HIGH RELEVANCE)
Using our soy candle example:
- how to make a soy candle + a product landing page(buy me) = the WRONG Theme (LOW RELEVANCE)
- how to make a soy candle + a landing page all about how to make soy candles = the RIGHT Theme (HIGH RELEVANCE)
This is an important formula to keep in mind when optimizing your site for SEO; both real people and Google reward web pages that have high relevance. You could almost replace the word relevance with trust.
If they ask for soy candles don’t give them Beeswax because they are both organic and if they’re searching on “how to….” reward them with information that meets their needs. They’ll not only remember you, they’ll recommend you.
The last thing you want when a visitor reaches your web page is to say “But that’s not what I asked for..” They will quickly move on and most likely never return.
Learn more about how to take keyword research and content creation to the next level at one of our workshops.
What ideas do you have to add more relevant content to your website?