What I consider and why I feel search engine optimisation content material has a packaging drawback, is as a result of the normal means that we, as search engine optimisation content material creators, have been inspired to create content material appears like this. Proper? If we’re speaking about any specific subject, as an instance, “learn how to prepare for a marathon,” it might be quite common for us to incorporate a piece, within the above-the-fold expertise, that talks about what a marathon is.
Once more, again to the truth that Google will not be solely answering the “What’s a marathon?” for us. They’re additionally measuring how customers are partaking with our content material. And if any individual who’s trying to find “learn how to prepare for a marathon,” lands in your content material and sees this above the fold that claims, “what’s a marathon?” Guess what? Likelihood is they will bounce. You are going to be counted as a foul click on, and also you would possibly lose some rankings and a few visitors.
So, as an alternative, what are you presupposed to do? The reply is sweet information, proper? We’ve got already created the content material, and it is a matter of repackaging what we have already created. So as an alternative of focusing on the key phrase “learn how to prepare for a marathon,” “do e mail advertising and marketing,” “begin on a specific weight-reduction plan”? We’ve got to know that customers care about totally different views given the subject, and this how question can truly be damaged into quite a lot of totally different views that the person is more likely to care about inside their search journey. Issues like: “What to think about earlier than coaching for a marathon.” “Errors I made whereas beginning a specific weight-reduction plan.” “Causes to not do e mail advertising and marketing or TikTok advertising and marketing” and “Ought to I even get into search engine optimisation at the present time?”
These as views are going to be rather more partaking and click-worthy for the top person, and they’re going to have content material above-the-fold experiences which can be how I did this. How I did e mail advertising and marketing, how I examined topic traces to enhance our open charges by 40%, as an alternative of the “learn how to do e mail advertising and marketing?” “What’s e mail advertising and marketing?” Take a look at your topic traces, proper? Very, very totally different however related content material.
Once more, that’s the reason I consider search engine optimisation content material has a packaging drawback. Kind of, the content material that we’re producing is there. We simply have to infuse it with extra firsthand, relatable experiences that persons are going to belief, and the way forward for your success and search engine optimisation content material, I consider, hinges in your means to consider the person and never the search engine. Thanks.