What I consider and why I feel website positioning content material has a packaging downside, is as a result of the normal method that we, as website positioning content material creators, have been inspired to create content material appears like this. Proper? If we’re speaking about any specific matter, for example, “the best way to practice for a marathon,” it would be quite common for us to incorporate a piece, within the above-the-fold expertise, that talks about what a marathon is.
Once more, again to the truth that Google is just not solely answering the “What’s a marathon?” for us. They’re additionally measuring how customers are participating with our content material. And if someone who’s trying to find “the best way to practice for a marathon,” lands in your content material and sees this above the fold that claims, “what’s a marathon?” Guess what? Likelihood is they’ll bounce. You are going to be counted as a nasty click on, and also you may lose some rankings and a few site visitors.
So, as a substitute, what are you presupposed to do? The reply is nice information, proper? We have now already created the content material, and it is a matter of repackaging what we have already created. So as a substitute of focusing on the key phrase “the best way to practice for a marathon,” “do e-mail advertising and marketing,” “begin on a selected food regimen”? We have now to know that customers care about totally different views given the subject, and this how question can truly be damaged into a wide range of totally different views that the consumer is prone to care about inside their search journey. Issues like: “What to contemplate earlier than coaching for a marathon.” “Errors I made whereas beginning a selected food regimen.” “Causes to not do e-mail advertising and marketing or TikTok advertising and marketing” and “Ought to I even get into website positioning this present day?”
These as views are going to be far more participating and click-worthy for the tip consumer, and they will have content material above-the-fold experiences which can be how I did this. How I did e-mail advertising and marketing, how I examined topic traces to enhance our open charges by 40%, as a substitute of the “the best way to do e-mail advertising and marketing?” “What’s e-mail advertising and marketing?” Check your topic traces, proper? Very, very totally different however related content material.
Once more, that’s the reason I consider website positioning content material has a packaging downside. Roughly, the content material that we’re producing is there. We simply have to infuse it with extra firsthand, relatable experiences that individuals are going to belief, and the way forward for your success and website positioning content material, I consider, hinges in your skill to consider the consumer and never the search engine. Thanks.
