Dear Businesses and Digital Marketers,
I’ve heard about how you try to appeal to me and gain my interest through title tags, meta descriptions and search engine optimization (SEO). Well, I wanted to let you know that your SEO is just not doing it for me. It doesn’t speak to me, I need more.
SEO Isn’t the Only Way to Dominate Search Engines
It seems, though, many businesses are using SEO in order to be number one on Google and the search engine results pages as they try to appeal to complex search engine algorithms.
I’ll tell you a not-so-secret secret: you need to appeal to me. I am your customer.
Google even states this in their Basic Principles: Make pages primarily for users, not for search engines.
You don’t need to reverse engineer the logic of a search engine algorithm in order to figure out how Google factors SEO into their equations. You need to put yourself in my shoes for a minute or two and understand me by following these steps:
Pick out words and phrases that I say on a daily basis and use them as your keywords
Forget the jargon that you use at work every day. I don’t use it, and I’m not going to use it when I search. Half of the time, I’m asking my smartphone questions – Where? What? Why? How?
And I’m looking for a website to answer them. If you use the words that I say and not the words that you say, I just might find your website.
Write your title tags and meta descriptions so that they are intriguing to me
There are a lot of businesses out there vying for my attention, so you’re going to need your best wordsmith to write your title tags and meta descriptions.
If you haven’t done this, then you should. Your audience likely isn’t going to waste their time visiting web pages that show up as “HOME” or “SERVICES” on the search engine results page.
Furthermore, they’re not reading the search results, or any websites, word for word.
Make your content interesting enough for me to share
I’m not going to bore my family, friends, or coworkers on social media by posting short, uninteresting articles. It’s like saying, “The article is horrible. Want to read it?”
I’m fairly easy to please. I usually like articles that educate me, support my view of the world, or pique my interest about something that I just learned about.
It’s About Me, Your Customer.
I like to read pages that tell me what you’re going to do for me. Everyone claims that they are the best, most innovative company providing exceptional, high-quality service.
So what? I want to know what you’re going to do for me if I choose to do business with you. What is the benefit that I’m going to tell other people about?
Don’t Make Me Think About It
Make information easy to find on your website. Websites make sense to their builders. Your audience is only going to spend a few seconds scanning your web page. If they get frustrated and don’t see what they’re looking for, they’re gone.
Please take the time and think of me, your customer, the next time you create a new page or redesign your website. It’s not about you. It’s about me (and Google says it should be). You can use SEO to help me find you, and the rest is up to you.
SEO has slowly but surely transformed into more than just optimizing for search engines. Learn how SEO will change in 2017 and how you can adapt by reading How to Set Your 2017 SEO Strategy: The Essentials.