The First Search
Engine Marketing Method: Content That Meets Customers Needs
For your business web site, good search engine rankings and
high user traffic depend on relevant content. More user traffic
will mean more sales leads and then more sales. Beyond any
technical tricks, content that meets the users' need for three
types of information is the best guarantee that search engines
and users will find your site. The Google and Yahoo page rankings
favor sites that have articles of about 1000 words and that
use keywords relevant to the user's search.
Once they find your site with a search engine, web users spend
more time on sites where their needs are met. To understand
why users come back to content rich sites, lets look at the
ways that a successful website, like DVInfo, fills the three
most important information needs of the website user.
The DVInfo.net online community boasts over thirteen thousand
members and a quarter million posts. What makes users of DVInfo
Community come back to the site on a regular basis? The users
come back for relevant content that meets their needs.
Here everyone from Hollywood cameramen to new DV camera owners
in Alaska meet to discuss digital video. Online communities
can build powerful loyalty in users. Some unpaid users at
DVInfo.net are posting their stories and answering other forum
user's questions nearly every day. What would happen to your
sales if users were so loyal to your brand and your web site
that they showed up every day to read new content?
At the Digital Video website (DVInfo.net), the presence of
experienced video creators who can offer detailed explanations
gives the site credibility. In this forum a rookie video camera
user can learn from an experienced Director of Photography
like Charles Papert, who has worked on TV shows like "The
West Wing" and "Buffy the Vampire Slayer". Because of its
highly relevant content and numerous links from other Digital
Video content sites, the DVInfo.net site has a Google page
rank of 6 out of 10.
For your business web site, the presence of reliable, helpful
content builds the user's confidence that they can trust your
business. Reliable content and links from other relevant content
sites also build the page rank of your business web site.
Now let's look at what this means to a business web site
that also wants to build more user traffic. Users have three
major tasks they perform when using a content rich site like
DVInfo.net Community or your business website.
Customer Need 1: Learn Enough About the Topic to Identify
Needs
How does a new video camera user approach the DV INFO web
site? A beginning video camera user may not even realize that
the video he shoots can be edited to remove bad video shots,
or tell a story. The new video camera user reads about the
way more experienced users shoot video and edit video. Gradually
he realizes that he can do more than just shoot home movies.
He begins to want a PC that can edit his video. He learns
because the web site community has rich content.
At first, your business web site customer may not even know
he has a need for your service, or may not understand that
need. Your website content should first focus on helping people
understand their need without pushing a particular product
at this point.
Customer Need 2: Learn About Alternative Solutions
Next, the DV INFO user studies the different ways to edit
video. Should he get a PC or a Mac? He learns about video
edit software by reading about other users and their experience
with different brands of edit software.
During this middle stage, web site customers look for possible
solutions and then narrow these down to make a decision. Website
users need both rational and emotional reasons to make their
decision, but content at this stage generally shows the benefits
of a solution or compares it to other solutions. Many websites
focus on the rational, technical description of a solution,
although a study of Amazon.com's product reviews found that
the more subjective product reviews were as helpful to customers
as the more objective reviews. This testimonial-style content
helps alleviate fear and lets customers learn from other peoples'
experience with your product.
Commercial web sites, like Amazon.com, have User Reviews
to allow purchasers to see how others liked a certain book.
This reduces the customer's fear of the unknown. The buyer
at Amazon.com feels more confident buying a book about cave
exploring, by Michael Ray Taylor, if 30 other users also liked
the book. Good reviews or testimonials on a business web site
overcome the buyer's fear of the unknown.
Customer Need 3: Choose the Best Solution and Feel Comfortable
The DV INFO user settles on 1 or 2 video edit solutions and
needs to learn more. If other users write about good experiences
with the same hardware and software choice, the aspiring video
editor starts to feel more comfortable. Especially if the
cost is great, the good experiences of others reduce the user's
fear about making the wrong choice.
Finally, your business website customer chooses a solution,
by purchasing a product, or choosing a service. Content at
this stage helps people learn about their chosen solution
and adapt to working with it. Technical support or sharing
experiences and advice with other people who have also chosen
this solution can help the customer use the product successfully.
Good content at this stage strengthens the relationship with
customers. This stage is ongoing and sometimes leads to more
questions. This may mean additional sales for your web site.
This understanding of content could be the guiding force
in creating different parts of your web site. Your website
selling business services could have a web page that educates
clients about the different problems that they may have in
their business. Your second web page could offer several possible
solutions to these problems. Finally, you could build consumer
confidence in your services by showing user testimonials or
case studies.
By writing your website content from these three client viewpoints
your web site meets the three most crucial information needs
of clients. This is the first step to earning good Search
Engine rankings for relevant content.
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