What I imagine and why I believe search engine optimization content material has a packaging downside, is as a result of the standard manner that we, as search engine optimization content material creators, have been inspired to create content material seems like this. Proper? If we’re speaking about any explicit subject, as an instance, “how one can practice for a marathon,” it might be quite common for us to incorporate a bit, within the above-the-fold expertise, that talks about what a marathon is.
Once more, again to the truth that Google shouldn’t be solely answering the “What’s a marathon?” for us. They’re additionally measuring how customers are partaking with our content material. And if someone who’s trying to find “how one can practice 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 are going to bounce. You are going to be counted as a foul click on, and also you would possibly lose some rankings and some site visitors.
So, as an alternative, what are you presupposed to do? The reply is sweet information, proper? We have now 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 “how one can practice for a marathon,” “do electronic mail advertising,” “begin on a specific food regimen”? We have now to know that customers care about completely different views given the subject, and this how question can really be damaged into quite a lot of completely 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 food regimen.” “Causes to not do electronic mail advertising or TikTok advertising” and “Ought to I even get into search engine optimization at the moment?”
These as views are going to be way 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 electronic mail advertising, how I examined topic traces to enhance our open charges by 40%, as an alternative of the “how one can do electronic mail advertising?” “What’s electronic mail advertising?” Take a look at your topic traces, proper? Very, very completely different however comparable content material.
Once more, that’s the reason I imagine search engine optimization content material has a packaging downside. Roughly, the content material that we’re producing is there. We simply must infuse it with extra firsthand, relatable experiences that persons are going to belief, and the way forward for your success and search engine optimization content material, I imagine, hinges in your capacity to consider the person and never the search engine. Thanks.
