We all send out 100’s of emails from our business every
week if not every day. Each one of these emails is a touch point with
your market be it direct or indirect.&...
Not surprisingly everyone seems to be an expert in SEO. I will say that there are many brilliant people far more skilled than I in the area providing professional SEO services but there are also too many playing on the naiveté of the market. It is important to optimise your site around keywords drawn from research but I would issue a word of caution here. The content in your site is written for people to read!
Your website is a marketing tool that exists for the purpose of primarily converting visitors to business opportunity. As to how direct you make that conversion process will depend on a number of factors however, it is people who are reading your content and if your content fails to support your branding and lead to visit to an action then you are wasting your time.
Optimising page content is all about the degree of use of keywords and phrases within your page. It is also about how these same keywords and phrases are applied to hidden elements of your page content such as Meta tags. It is however about balance within that content written to be read by your site visitors. You must aim to optimise your content in such a way as to ensure that it reads well, provides information required by your visitors and totally supports your brand. It must market will promote the benefits and alleviate any concerns of your business.
Remember, at the end of the day, you never sell product or service. You are there to provide a solution to your customers' needs which invariably presents itself as a problem they have and seek a solution to. Be it a product or service that you offer; only when you can demonstrate that you have the solution to their problem will you have any chance of making a sale. You must ensure that you understand your market, its needs and concerns, and deliver a solution to this otherwise whatever you might say in your content is a waste of time and will only be seen as such by those visiting your site.
At the end of the day be sure you're optimised content also delivers on your marketing needs. This can only be achieved if those reading your content can make sense of it, can easily identify the messages you are trying to convey and that all such content is relevant to their needs. Achieving this invariably involves the use of skilled copywriters who not only understand how to write optimise content but also how to deliver clear and strong marketing messages that lead your visitors to a desired outcome by way of some action that you want them to take.