Who’s it For?
As I was sitting across the desk from a client explaining “the plan” for getting content up on their website to create a better opportunity for success, he asked: “Who’s the content for? Google or our customers?”
It’s ironic that’s even a question, but the days of keyword spamming have created this mentality that there’s a difference between content for potential customers and some sacrificial offering of words required on the alters of the Google Gods… The real answer is: all content is and should be for the end user – the potential customer.
Now, will all this content be seen by the potential customers searching for your products or services? No. But some of it will. If the content is properly optimized (here’s where Google comes in to play), it will build authority and relevance for main pages on your site even if it receives only a short number of visits. This increases the likelihood that a person searching for services you provide will see one of your parent pages in a search result. These other content pages you publish as posts or articles and share on social media or publish as press releases can also be found as potential customers search online. There are really 4 levels of content complexity you should focus on as you publish content ranging from general information to specific information with a call-to-action.
In order to establish yourself as an authority on a subject, it’s important to earn some trust. One great way of accomplishing that is to write articles or posts about generalities of your industry. (That’s what this blog is doing for my website.) Let’s compare to something really simple and say you provide accounting services. While you feel some of the elementary and basic information about accounting might be boring, there’s certainly a lot about taxes and bookkeeping most people don’t understand. A general article about accounting might explain the importance of keeping good financial records or informing readers of new tax laws.
At the next level of content, you want to start explaining differences to the reader. Continuing with the example of accounting, this content will explore various types of services available for accounting: CPA, bookkeeper, accounts receivable/payable. Provide examples of situations where an individual or a business might benefit from using a professional and at which end of the spectrum in accounting that professional they need to hire should be licensed or trained. Write some content about various types of business entities for tax purposes and legal purposes and the benefits of each. Post articles about things people and businesses should be cautious and aware of when preparing their taxes. And, publish content helping them better understand a specific law you might find many of your clients are struggling with. Answering questions you feel your potential clients are seeking answers for is another great way to decide what to write about. For example, here are some search prompts that come up as I turned to Google: