Part 5: Create your content
Now for the fun bit.
You’ve done your research and made your list of keywords. Now it’s time to start making your content.
Don’t think of it as a daunting task; you’re an expert in what your business does and you can offer great insights into the topic. But all that knowledge needs to be written down. 300 words is all you need.
Each keyword gets a dedicated piece of content – neither Google nor your audience like a page with too many confusing topics, aimed as a sweeping article. Pick one of your keywords and write 300 words about it.
Depending on your tone of voice and market positioning, you may want to use jargon or terminology specific to your business or industry sparingly. You may inadvertently make your business appear unapproachable and unwelcoming to new customers.
And also remember Google will penalise you if people continually bounce off your website when they can’t easily find or understand the information they’re after.
Do Google and my audience want different things?
Often, yes. You will need to balance writing for Google and writing for your client or customer – existing or potential. Google have certain criteria we can work to (Part 7 of this series deals with SEO), but the human reader needs to answer a particular question or concern and your content should answer that too.
Be as specific as you can in answering the user’s question. Google will reward you if you can answer a question by moving you up the search results. Conversely, your website will drop in search result rankings if Google sees the user not interacting with your site or not getting answers to their questions.
What should my content look like?
As the business owner or marketing manager, you are an expert in your business. You’re well equipped to write on your keyword and subject. Ideally your content will do the following:
- answer the user’s question
- have a call to action (there’s something on the page that tells the user what to do e.g. make a purchase, call you, book an appointment, download a guide)
Get cracking on writing some awesome copy. Look to others to help you, if you are lacking some time or headspace. There are a lot of creative brains out there.
Catch up on previous articles in this series.