Writing content for industrial web is a changing task, let’s see what this delivery is all about with 10 must-see tips. Let’s get to work.
How do we turn website visitors into potential customers?
The answer to any of these questions is to gain prestige, influence, authority, whatever you want to call it – in the eyes of Google and other search engines. And THAT requires a different mindset when developing content.
Many industrial companies, particularly small businesses that do not practice intentional marketing (planning and strategy), have not understood the difference between content written for the Web and content written for a press release or brochure.
Although many of the goals are similar: get someone’s attention; capture their interest; involve them in taking action – there is a critical goal that matters when writing content for the Web: you should consider Google and other search engines as your most important target audience.
Here are 10 tips for developing the content search engines prefer that will turn your website visitors into potential customers:
1. The SEO landscape is changing all the time, so don’t make the mistake of learning how to write Web content today and forever.
A year ago, the best advice we gave our clients about web content development was to be “keyword dense”. Concentrate on one or two important keywords for your content, then fill it in.
That no longer works, and in some cases can be a detriment. Writing for the Web is a skill that must be continually developed and adapted, based on changes in the way search results are delivered.
2. Small and medium-sized industrial companies often lack the resources to develop quality Web content.
If you want to impress Google (and get potential customers back to your website), commit to adding new content to your website on a regular and consistent basis.
3. Consider the purchase cycle of your product or service.
Your website content must provide different layers of information that will move a prospect through the purchase cycle, from knowledge, to comparison, to contact, and finally, to loyalty.
4. Include more internal links in your content.
For example, you are a valve repair shop and have written a blog about “ten rules for valve reliability”. Put a link in each of the rules to other content on your website that is more detailed.
This allows the visitor to access the content that is most relevant to their particular stage of the purchase cycle, and can also increase the number of pages viewed and the amount of time spent on your site.
5. Disseminate your content over the Web.
Publish any new content (blog articles, video, etc.) on your social media pages – not just once, but many times. Be sure to change the wording of your messages so you don’t look like a spammer. The more actions your content shares, the more relevant and authentic it will look to search engines.
6. Go deeper into your topic and write longer, higher quality content.
Believe it or not, articles and blogs of over 2,000 words not only get to the front page of Google results more frequently, but are also shared more frequently. Take some extra time and demonstrate your knowledge. Your human audience AND search engine robots will notice the difference.
7. Take advantage of the use of “long tail” keyword phrases.
Think of your own behavior when searching the Web. Suppose you are looking for a new supplier of wear rings for pump repair in Alabama. You could do a search for “supplier of wear rings for pumps in Alabama”.
If you consider how someone can use a long tail keyword phrase when searching for your product or service and incorporate those phrases into your content, you will bring higher quality traffic to your website.
8. Use synonyms and grammatical variations to writing content
Google site indexing has become quite sophisticated. They will compare the search results with the “intentions” of the person performing the search. In this way, they determine higher degrees of relevance.
9. Note that page titles, title tags, and metadata are just as important as the content itself.
The first thing Google takes into account when placing search results is the page title and then the meta description of the content.
Not only is this important for Google, but writing relevant titles and meta descriptions will also motivate the right people to click on your content. Quality is more important than quantity.
The more focused and targeted your tags and descriptions are, the more pre-qualified your website visitors will be. That’s how you get more inquiries!
10. Take advantage of the opportunities offered by Google+ to better rank your content.
Set up your Google+ account and your authorship. Google now connects search results to individual authors
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