The importance of Content So now you are ready with your keyword, and you have an excellent strategy for
optimization and ranking, but if your content does not connect with your reader, all your efforts will be
fruitless! Yes, Content is not something you copy and paste from somewhere and try to insert
keyword to make it work for your ranking. It is an effort to engage the reader and leads them through a process of decision
making. So how do you create a content that attracts, engage and persuade the consumer to hit
the Buy button? 1. Be creative: There are specific rules to follow to create content for your website for
ranking and optimization. But nothing can beat an interactive content that engages the customer. When every website are following
a particular trend of being wordy about their products and services, why don't you add video or audio files relevant to your content?
That's something to think about. Publishing blogs with videos and podcast are trending these days, so get inspired and bring
in innovative ideas to create a lead magnet website. 2. Tell your story: Give your website a face
so that the users can feel connected. Stories build relationships and increase rapport building. Share your story, be it about your journey
or your family, or a memorable hike day. Give it a personal touch because personal stories connect people
emotionally.
3. Create Testimonials: How authentic do you think an advertisement with Actors star in a movie, acts to be a dentist and tells you
that this is the best toothpaste in the universe! Would you trust him (exceptional case: if you are a fan then you might!) or would you
instead believe a consumer's words, who has used that product or service? Sharing testimonials for your service or products
gives the visitor an impression on how your service is. Moreover, customer feedback and with his/ her image using the product would be
a cherry on top! Keep in mind: Whatever content you have created,
before publishing make sure to check your grammatical errors and sentence structure. Then share it with your people. Let them
read and give you feedback. This will help you realize if the message you intended to provide to the user is interpreted in the same way.
There has been an incident of marketers sharing content that they thought wasn't offensive, but raged the public when it got published.
So be careful, don't ruin your reputation in the digital world because, in this digital world, it's difficult to erase memory or proof of a
mistake you made. Creating Persuasive Content How do you persuade a searcher to click on
the buy button? If you try to sell something or are too wordy about your product,
you tend to become background noise. Your first and foremost step is to grab the attention of the user. You have to create an emotional bond with
the users. For this, you need to understand your targeted audience. When you point out problems they are facing, people dive in more to
see what solutions you can provide. By associating strong emotions with the goal, it makes sales process deeper. Keep in mind
"Attempting to sell something without understanding the true need of the searcher will cause them to ignore your message."
As stated previously, it is always good to have customer's review or testimonial on your website. A client's experience is an
experimental fact. They act as evidence to the user regarding honest review of the service you provide, Sugar-coat Free!
Lastly, test your message. This is crucial as sometimes your persuasive message may sound just right! But forceful to others. It's
always a good practice to receive user feedback for the content and usability of your website. Be a good listener.
Convert Visitors into Customers Now that you have attracted the audience with your eye-catching heading and persuasive
content, the next step is converting visitors into customers/ subscribers. Travel back in time and remember the first day of this tutorial, you wrote
down your business goal and your website goal. Although that is something, you should not forget, but refresh your memory and keep that
business goal in mind. Because now we are moving closer to that goal. The purpose of increasing your sales or your subscribers!
So your visitor finds your website appealing and click through it and is completely satisfied with your content and enticed with the customer
feedback, what now? What will he do with all this information he just grabbed surfing your site. This is one of the problem users face on a
website. They are not guided towards the Call-To-Action. Call- to- Action is a feature that should be undoubtedly visible and logically
placed. When your visitors are confused on what to do next, *poof* they are gone! It's not necessary that all your website visitors
convert into clients, there are some who are still doubtful or need further information. A Call-To-Action should be crafted in such a way that can
deal with these kinds of situation differently. There are generally three kinds of visitors in a website
1. Satisfied with the information and ready to purchase, register or interact : In simple words, they are goals! They are the clients you are
looking for. When you have done everything right to this point, don't let it go from your hand with a confusing Call- to -Action. There is e-commerce
website where the add to cart is not visible or is difficult to find. You lost a customer in such cases. Make the BUY/ SUBSCRIBE/ I AM IN
kinds of Call- to - action, big, bold and visible. 2. Doubtful about the information and requires more details: They are the visitors who although
are inclined towards buying the product, need more information or more information before taking the decision. For clients like these, it is
beneficial to place relevant articles or customer feedbacks on the sidebars or callouts within the article itself. This should also be set in a
convenient section so that the users don't close the tab and search for something else. Some place it in the bottom of the page. However,
there are chances of getting impatient searcher who wouldn't go to the end of the page to learn more. Therefore, test it out and make changes
whichever best suits your company 3. Not satisfied with the information, not what they are looking for: If you get visitors who click
through your website but immediately leave, you need to recheck on the message you are sending. Maybe the terms used for product
carries a different meaning to in other markets. So you will have to re-evaluate this information. Do a google search using your top terms in your
site and see what results you get, and look for an industry that is using the similar term but is an entirely different industry.
The aim is to create a striking Call- To- Action. Here are few things to keep in mind while doing so:
- Don't make the readers hit the subscribe button just because you said so. Some websites don't agree to move forward unless you
subscribe. This is more forceful than creating a relationship. If you want the subscriber to your page, think what benefit will get by doing so. It's
human nature to be lured with advantage so use lines like "Get a free 30-day trial/ get updates before anybody else/ get your 10% discount
card" for the visitors to subscribe voluntarily. - Use suitable font, text color, layout and font size to direct the eyes to the Call - To- Action
- If your checkout step is not a one-click function but is a bit lengthy, Use temperature bars to show the visitors how close they are in
getting to complete the transaction. These functions are used mainly in the e-commerce site, where people have to go through different
steps before placing the order. Make sure these procedures are simple and do not create confusion for the clients.
- When the users have gone through all the procedure to purchase the product, the page ends with a Thank you note. That's a dull way to
begin a new relationship with your client. The time and effort they spend on your website need to be appreciated with graciousness. There is a
stage of buyer called the buyer's remorse, where buyer regrets the decision of purchasing any item. If at this stage you can let them know
that they made the right choice, this will avoid them to switch their decision at last moment. Good site architecture
A good website is one which the visitors can find information without hassle. E.g., You own a dog adoption website. A user is looking for the
categories of dogs available. He can easily access this through the "available dogs" section. This hassle-free surfing or effective navigation
rewards you with sound client experience. You worked hard on your rankings and got visitors to your website, but unclear navigation in your site
can result in losing your prospective client. "Search engines tend to reward sites that have a consistent information hierarchy that develops a
specific context to the page. " When I say navigation in a website, it should not be limited to the home page, about us, contact,
product, and services page. It should have more interactive pages with information. When a user visits your homepage, it must be able to direct
him to other destination efficiently. For example. If a user wants to purchase dark chocolate, your homepage should have the chocolates
categorized in a section where the users can find a variety of chocolate with relevant details and price. Direction to the appropriate page
should be placed in the right spot so that the people can see them right away. One thing to keep in mind, don't use flash files or show an
advertisement or commercial videos in your homepage because the only clicks you will get from this is for the "Skip the ad"button.
There are two tools that available for categorizing the information on your website: and also to better develop website navigation.
They are: 1. Card Sorting: Card sorting is a testing tool for organizing the content in your site. At the
development stage of a website, card sorting is done to get immediate feedback from the tester. It is necessary for a smooth user- system
interaction. It is to decide which content items on a website should be grouped. You need about 12 - 20 customers or non-employees for
this task. 2. Tree Testing: Card sorting is more of a high-level informational organization technique that
lacks a task-based level of engagement. Tree test provides the tester multiple choice to select the most logical place to find that subject. It is
a method of ensuring that your information is findable based on the information labels used on your website.
These tool will help you to better understand how customers see your website and will be able to organize information in such a way that
the visitors will enjoy exploring. Keep in mind to be consistent with your content. Your website URL, Page title, Page heading, sub-navigation
content heading and breadcrumb navigation path should deliver the same message. You can always refer to favorite sites to learn how to
design your navigation in a way that is hassle-free for your visitors. Accessibility to All
Accessibility is making sure your website can be used by the differently abled. It means that everybody should be able to access your
website (color blind, reading impaired, deaf) This is possible through assistive technology. Although for a proper functioning assistive
technology you will require certain programming elements which may be expensive. But take this as an investment because accessibility for
people benefits your search engine visibility as well. If you are taking this lightly, let me shed light on
an incident that occurred back in February 2006, The prominent American retailer Target was forced a lawsuit by the National Federation of
the Blind saying that "Blind customers should have the same access to Target's online service as it offers to their sighted customers" A judge
deemed that the website could be sued just as the physical store could be sued" Although I have described the importance of Alt
attribute for search engine optimization and to show up text when an image is not available, it holds more significance for the visually impaired.
"The primary assistive technology device used by the blind users is a screen reader, JAWS by Freedom Scientific. It takes information from the
text of a webpage and translates it into a device that is usable for the non-sighted or low sighted. In some cases, the image is used as Call to
Action to buy the product. Therefore the absence of alt attribute in the image will confuse visitor and switch to another website."
The other issue in a website with no accessibility is the mouse only programming. We all know that mouse function requires eyes
and hand coordination. For the visually impaired you need to allow keyboard-based navigation using an arrow, Tab and Enter keys.
If you think running accessibility function in your website is an optional thing to do, you need to go through the Google's Search Console
Guidelines once again and look into the factors for search engine friendliness regarding design and content, technical and quality. Google
guideline have included the uses of alt attribute since they were first published. As the search engine rely on text rather than the images in
your web page, going through this guideline will help you with the search engine as well. They cannot understand the hierarchy of knowledge
with HTML markup, and they cannot view your videos or hear your audio file. So keep that in mind. You can use Lynx to examine your site
because most search engines see your site as Lynx does. You need to keep in mind there is a difference
between visually impaired and low vision users. Low vision users require different accessibility check than the visually impaired. They need a
high level of contrast and increased text size with screen magnifiers. Therefore do not leave out the importance of
accessibility during the development of your website. Some of the tips to help you start off are as follows:
- Understand that the website should not only be accessible to the visually impaired but also to the population of color blind. When you use
color to give primary information, there are chances for the message to be unclear and missed because colors cannot be differentiated
You can use an online color blindness simulator to test which will give you an idea of how others view your website. A great tool to check how
colorblind views your page is www.vischeck.com - Look for accessibility option in different browsers such a Chrome, Opera, Firefox.
Include the necessary items such as contrast setting, zoom, and text to speech option for your viewers.
- Use keyword as anchor text instead of "click here" or "Get more info" option as it will give context to the user as to what information they
will get opening the link. Implementing these features will not only make your website accessible to all the audiences but
will also help you to achieve higher rank by the Search Engine.
Thank you for watching my second tutorial. In the next tutorial, I will be coverting topic such as roadblock check, redirection and building links
I am sure you don't miss that tutorial.
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