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How To Write The Right Content That Gets Found By Your Audience

By 4 October 2021 November 30th, 2021 No Comments

SEO, search marketing, content marketing, content creation, blogging – what do they have in common?

They’re all ways of getting our websites further up Google. 

If you’re already producing content, your goal’s probably to get your content in front of more people so that you can grow your audience and grow your email list so that you can then get more customers.

But you have a problem. The problem is, nobody’s reading it

Are we on the right page?

What this post is talking about today is how to increase the readership of your content.

 

Why’s nobody reading your content?

Ask yourself – have you got these next basic steps that help you get that content in front of people?

Have you been keeping up with algorithm updates?

Sometimes it’s knowing WHERE to post, HOW to post it, WHEN to post it and WHAT to post.

These tips were first shared during our live Expert Session talking about digital marketing with Rachel Weinhold of GrowTraffic. You can catch the webinar replay in our Facebook group Skyrocket Blog Traffic.

How To Write The Right Content That Gets Found By Your Audience

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Write the right content for your audience

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I know this sounds really basic, but people always forget it. 

The death of general content

Once upon a time, if you would do content marketing for the purposes of SEO, it was literally just a case of write content, write anything, get as much content on your website as you possibly could. And everybody started doing that.

Hence, over the last 5, 10 years, we’ve had this content bubble and now everyone’s saying, “oh, the bubbles’ got to burst”.

How else will search engines operate if they don’t have content? 

Essentially, it has become much more important, particularly over the last year, to ensure that you’re writing the right content for your audience.

What we’ve seen with keywords is that they’ve become a lot more specialized. 

For example, if you have a one- or two-word keyword, once upon a time, that would’ve gone probably to a company that had a lot of authority in that keyword. for example, if you have the word “special”, A year ago, “special” might have gone to a company that was called Special because that was their name.

 

The shift of seeker intent

What we’ve seen with the latest algorithm updates is that the results that have been shown on SERPs are changing. This has been a trend that’s been happening over the last two, three years, what with voice search and everything else. 

Nowadays, a search for “special” will bring up dictionary definitions because a lot of dictionary definition websites have increased their traffic and their rankings over the last few months. 

What that means is that the seeker intent will quickly change off the back of that. 

As people who’re using search engines start to realize that the results that they’re getting for certain keywords change, they then respond to that and they learn along with the algorithms.

As the seeker intent changes, people who’re searching for things will become much more specific.

We’ve become more natural in the way that we ask for things, and that’s only going to continue with the trend. 

What that means for content creators and for businesses is that it’s not really good enough anymore to just have that really general content on your website. 

Yes, you still need it there. And if you’re using things like Answer The Public and Ubersuggest and your keyword search tools, you still need to have that content on your website that’s going to answer those basic queries because they’re still really top of the funnel basic entry points for the website.

But if you really want that content that’s going to convert, that’s going to get you more niche people who’re going to actually become your customers, we need to go much more specific.

Create content based on your marketing funnel

So what that means is you’ve got to write content based on this marketing funnel:

marketing funnel
Source: Rachel Weinhold, GrowTraffic

The top of the funnel is that they know they’ve got an issue, but they don’t know about you, your products or your services. 

The next stage is that they know they’ve got a problem. They know that there’s a solution to that problem, but they don’t know about you and they don’t know why you’re the best person to provide it.

The next phase, evaluation, is that they know they’ve got a problem. They know that there’s a solution to that problem, that there are a few people who might provide that solution. They know you provide it, but they’re still undecided about whether or not to go with you.

And then the bottom of the funnel is that they know they’ve got a problem. They know there’s a solution. They know you provide that solution and they know that you’re the best person to provide that solution. 

When thinking about your content strategy, a lot of people focus very much on the top 2 stages and neglect the bottom 2.

Let’s take the example of shampoo.

“Have you got dandruff? Have you got greasy hair? have you got dry hair? have you got flyaway hair? Our shampoo is great!”

What most brands miss are those bottom two funnels. They might have all that information on their website, but when they’re thinking about their content production and the content creation, they’re not necessarily covering the bottom 2 stages, and that’s the missing ingredient in your content strategy.

You’ve got to say, 

“Have you got greasy hair? Have you got dandruff? Have you got flyaway hair? Did you know our shampoo can solve that?”

On top of that, you’ve also got to be creating the content that is: 

“Did you know that our shampoo has been tested against this shampoo? Did you know that it’s gone through this many tests and do you know that we use organic ingredients? And do you know that there’re these different ways you can use it? Did you know you can use it on your dog?”

Don’t forget the stuff that focuses on your business as well. 

The bottom of the funnel is really about going to niche on those keywords.

The power of low search volume keywords

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Now, if they’re going towards longtail keywords, they’re going to be low volume keywords.

It’s going to be along the lines of:

“We’re a really great company because we’ve done this training and we employed this staff and we follow these values and we’ve planted this many trees and we use recycled plastic in our bottles”.

Really look into low search volume keywords because that’s where the gold is. If you can get your website ranking for those low volume keywords, if you can get that traffic through, they convert much, much better.

You get to really talk to those small number of people who’re really searching for your products. They stay longer, they browse through more pages. They’re much more powerful traffic for you to be having than just all of that general traffic.

How to rank super competitive, sales-driven keywords

keysearch
Using Keysearch for doing keyword research

Low volume keywords have been our secret weapon as SEO experts. That’s because, although there may be fewer than 10 people a month searching for your keywords, if those are really specific keywords, those 10 people are very highly likely to want your products and service, they’re very highly likely to convert. So they’re gold.

Sadly, as more and more people know about this “secret”, they absolutely are becoming competitive.

Here’s how to combat that:

The algorithms have got very, very, very clever at discerning relevancy recently. This kind of relevancy in search intent is becoming more and more important. 

If you have a niche keyword that you really want to go for, you’d need to make sure that your content is absolutely relevant to that specific keyword. Make sure that the article is speaking directly to that keyword and it’s not just tacked on as an additional extra.

Here’s what’s NOT going to work.

If you’ve got a low search volume niche keyword that’s got fairly high competition and you decide to just go for it because you thought that might be relevant by easing it in or tacking it onto the end of a blog post, and the rest of your blog post isn’t specifically talking about that keyword, you’re probably going to struggle to rank for it.

It also depends on the kind of volume and what else your website and the rest of your content is talking about. If you have a high density of keywords on your website talking about your subject matter, it’ll be easier for you to rank for more competitive keywords.

For instance, you’ve only got one or two articles that talk about your chosen keyword, but you’ve got a competitor who’s got 50 articles that talk about that same topic. Naturally, they’re going to rank for that.

If you really want to go for those niche articles, you’re going to have to go really, really niche in your content. Sometimes that does mean that writing that content gets boring.

For example, if you want to target market managers, look at really small volume search queries that marketing managers specifically might be searching when they’re looking for an SEO agency.

It would be things like, “how do I prove to my boss that SEO is worth pursuing”. It’s really niche, but you’ll want to do 3 or 4 articles about that. It also depends on what sector you’re in and who you’re competing against. 

Some of them might ostensibly look like quite high competition, but when you deep dive into your keyword research and look at who you’re competing against for that keyword, they might not be producing content very often. They might have low domain authority or they might not have a lot of traffic.

 

Reader intent and thought associations to your brand

“Why’re you writing all of this content when it’s not anything even to do with what we’re doing?”

Say you’re selling blinds and curtains, not cushion covers. It’s also important to talk about cushion covers, e.g. “how do you match your curtains to cushion covers?” 

Why talk about cushion covers then? 

It’s because somebody might buy new cushion covers because they love those cushion covers and then they think “now that I’ve changed those, I need to buy new curtains and I was just on a curtain site yesterday. So whilst I’m here, let me buy curtains.” 

It’s thus absolutely those thought associations, as much as the algorithmic associations that you want to apply to.

Especially if you do any kind of e-commerce or B2C sales content, then you’ve got to absolutely got to think about all of that.


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How To Write The Right Content That Gets Found By Your Audience

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Once upon a time, content creators would just focus on that really broad, really top of the funnel, really basic kind of content that would appeal to the masses. 

What we’re saying now is, whilst that still matters and you still need to have that, you’ve really got to dig deeper and you’ve got to go down a level and you’ve got to get more specific.

So don’t just write content. Think about the content you’re writing. make sure it’s speaking to the audience that you need to speak to. 

Don’t undermine the importance of doing proper keyword research. Figure out what actually is the competition, what actually is the search volume. Make sure it’s the right keyword that’s going to actually work for you. 

Then, make sure you’re writing articles that specifically speak to that keyword, that’s relevant.

You should also have more than 1 article that speaks to that keyword or a keyword variation.

Catch the rest of the Expert Sessions in our Facebook group Skyrocket Blog Traffic!

 

 

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Isabel Leong

Isabel Leong

An explorer at heart, the world is Isabel's playground. She enjoys seizing every moment exploring every hideout and doing the unimaginable, like bungee jumping in Phuket and couchsurfing in Europe. If she had wings, she’d definitely be soaring right now. Also a fitness trainer, if she’s not at the gym, you can find her doing yoga or rock climbing! Read more about her on belaroundtheworld.com/about.