Everyone wants to be #1 on Google when potential customers search for their products or services. After working with digital agencies, SEO specialists and other wizards of the web, here’s what I’ve learned about making that happen (aside from putting numbers in the headlines of your blog posts).
1. Write for people
Yes, Google’s algorithm is crawling your site, analyzing your text and determining your ranking. But it’s not buying your product. If people get to your site and find a bunch of hackneyed terminology, stilted grammar, and words strung together only for the purpose of attracting Google’s digital eye, it won’t create a very compelling story. People love stories. Tell one.
2. Write real
Write using the words your customers do. Every industry has its jargon. If you spend too much time trying to sound smart using esoteric insider terminology in an effort to sell your remote access wireless temperature control technology, you’ll miss a bunch of people who want to buy a thermostat.
3. Write short
Say what you need to say and get out. One topic per page. That’s it.
4. Write a lot
Search engines are constantly crawling the web for new content. Frequent updates will help keep you on top.
5. Write with style
Using keywords doesn’t preclude you from using interesting words. It also doesn’t mean you can string them together in a way that gives your site personality, wit, and charm. Great writing is what gets people to share your content and come back for more.
Ultimately, it’s as simple as this: Keywords get customers to your site. The quality of your writing will keep them coming back and ultimately convince them to buy.
And just in case anyone needs reminding, making the sale is the real reason we’re all doing this.