The “Science” of Search and Content

People decide to build a website for many reasons. For some it may be a blog for something they are passionate about and for others the building may come out of the necessity of conducting business. Today, there are an abundance of templates available for building a website that’s professional-looking and functional, but creating a website without considering its content and how it will be used by the intended audience could actually be worse than having no web presence at all.

Filling a Blank Canvas

Populating the shell of a new or needs-to-be-updated website can be a daunting task. Similar to trying to furnish a new home in one go, it’s hard to know what information is necessary and what’s nice to have, particularly if you’re working within budgetary constraints like most of us are. Get started by putting yourself in the shoes of your audience. Ideally, this research already exists in your business plan, but if not, start by asking these questions.

  • 1. Who is your ideal customer?
  • 2. What do the needs of that consumer look like?
  • 3. How does the product or service serve a customer need unlike any other?
  • 4. What does the customer need to know?
  • 5. How does the customer want to receive the information?

Know Who You’re Talking to

When it comes to creating content for a website, anticipate the questions users might be looking for on your site. Being a problem solver requires knowing and solving for the pain points of the client and customer. By tuning into the things that keep them awake at night, you‘ll be able to create a strategy or product that not only meets their needs, but also anticipates questions they might have, potentially saving time and money.

Start with the Questions

These initial fact-finding missions are a great blueprint for how to best equip your website. Start building a site map by answering some of the most-asked questions about your product along with some of the more unknown benefits. At this point, avoid the temptation to complicate by taking a cue from how people currently search the internet.

Put yourself in their shoes. When you’re conducting a search on your smartphone, tablet or laptop, how do you search? There’s a good chance that searches on your phone are considerably shorter in length than those entered into a tablet or laptop. These searches also often incorporate a search in the form of a question such as the top three search queries made, according to Moz.com

  • 1. “Do” – Transactional queries ask how to do something
  • 2. “Know” – Informational questions look to fulfill a need for information
  • 3. “Go” – Navigational queries inquire how to get to somewhere on the internet

K.I.S.S. (Keep it Super Simple)

You’re busy and so is your potential client or customer. Out of mutual respect, add content and features to your website that make it easy for them to learn about your product, share the information, and get in contact with questions. When in doubt, conduct some searching of your own and you’ll quickly find what kinds of content work on a website and what doesn’t.

Talk to the search engine marketing specialists at Rank Fuse Digital Marketing about creating a search engine optimization plan that keeps pace with the changing rules of content and mobile optimization.