When writing content for your website, it can be easy to get bogged down in search engine optimization (SEO), keyword phrases, long tail content, calls to action, internal linking, headers... yes, all of those things are important. And yes, there’s a lot to think about when writing content for your website. But there’s one thing that even Google says should take precedence when writing content for your website: your audience.
Defining your website audience
|Photography by Dave Worley CC by 2.0|
Tips to help you define your website audience:
- Determine their comfort level online. Is your audience very Internet savvy or do they need a bit more guidance? Their familiarity with websites should guide how you write to them.
- Discover what else they like to do online. If your audience is full of Pinterest lovers, you should consider more visual content on your website. If your audience frequently reads news websites, you should consider formatting your page with easy to read headlines. Learn where your audience spends their time online and then look for styles to mimic on your own website.
- Learn what they want to do on your website. Remember, your website is not just an electronic brochure. Your website elicits action. And the more you know about what action your audience wants to take, the better you’ll be able to write content that meets their needs.
As you can see from the tips above, once you understand your website audience you need to write to their needs. Just how do you find out all that great anecdotal information? You don’t need a large (expensive) market research project. You need 5-10 customers and prospects that you can talk to for about 15 minutes. In that interview you’ll be building an audience persona out of the composite characteristics that you discover.
Learn more about building audience persona.
Understanding your website audience will improve your SEOLet’s go straight to Google on this one. Their content guidelines include:
- Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
- Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.
There’s no mention of keyword stuffing. No mention of creating meta keyword tags. Instead, Google's best advice for improving SEO with content is to write useful content. Seems basic doesn’t it? But sometimes the most basic things are the most difficult. Need help writing content and defining your website audience? TBH Creative can help.
Tips to help improve SEO with content:
- Write unique content.
- Develop accurate, clear content that is of value to your audience.
- Make that content easy to read in a format that is attractive to your audience.
- Regularly update your content.
- Include the logical, common-sense terms that your audience uses when they are looking for your information.