What I imagine and why I feel search engine marketing content material has a packaging drawback, is as a result of the standard manner that we, as search engine marketing content material creators, have been inspired to create content material seems like this. Proper? If we’re speaking about any explicit matter, for instance, “how you can practice 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 is just not 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 you can practice for a marathon,” lands in your content material and sees this above the fold that claims, “what’s a marathon?” Guess what? Chances are high they will bounce. You are going to be counted as a nasty click on, and also you may lose some rankings and a few visitors.
So, as an alternative, what are you imagined to do? The reply is sweet information, proper? We’ve already created the content material, and it is a matter of repackaging what we have already created. So as an alternative of concentrating on the key phrase “how you can practice for a marathon,” “do e-mail advertising and marketing,” “begin on a selected weight-reduction plan”? We’ve to grasp that customers care about totally different views given the subject, and this how question can really be damaged into quite a lot of totally different views that the consumer is more likely to care about inside their search journey. Issues like: “What to contemplate earlier than coaching for a marathon.” “Errors I made whereas beginning a selected 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 marketing this present day?”
These as views are going to be way more partaking and click-worthy for the tip consumer, and they will 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 “how you can do e-mail advertising and marketing?” “What’s e-mail advertising and marketing?” Check your topic traces, proper? Very, very totally different however comparable content material.
Once more, that’s the reason I imagine search engine marketing 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 individuals are going to belief, and the way forward for your success and search engine marketing content material, I imagine, hinges in your means to consider the consumer and never the search engine. Thanks.
