Customizing product descriptions to your audience improves ecommerce conversion rates

The buyer personas or Voice Profiles used to create long form pieces of content are extremely relevant when it comes to product descriptions. If product descriptions are used to sell the product – the sales pitch will be more effective if it speaks directly to the person reading it. Product descriptions should be helpful and provide the reader with an idea of what the product is, how the the product will be used, and why they should pull the trigger – purchase it!

Product descriptions should matter to my audience

Product descriptions are short so each word matters. After each sentence, ask yourself:

  • Does this matter to the reader?
  • Does this resonate with my buyer?
  • Does this explain how the product will directly benefit the buyer?

Using language to keep your audience in mind with a product description

Language can be adjusted based on the readers knowledge level, demographic details, intended use, and pain points. The person who will be buying jet skis online is different from the person who will buy a new car seat online. When it comes to writing towards the correct knowledge level – remove any jargon or words that are not familiar to your wider audience as jargon doesn’t make the product description helpful to the reader. Jargon can actually just confuses the reader!

Cosmetics Example

Someone purchasing cosmetics online is a sophisticated cosmetics user. A makeup beginner would go into the store to receive a lesson and recommendations from a professional. A sophisticated cosmetics buyer on the other hand, would be willing to take the risk and purchase makeup products online. Perhaps the buyer already knows the brand or has tried similar products in the past. The language should reflect the knowledge level of the audience while providing enough detail to help them determine whether or not they should make the purchase.

  • Example of a product description not targeted towards the audience: This eye shadow is mauve with a hint of silver sparkles. This eye shadow is perfect when used with eye liner and mascara. The shadow container is about the size of a quarter.
  • Example of a product description targeted towards the audience: This eye shadow is a brown mauve with a hint of silver sparkles to make your eyes pop. The shadow has a creamy consistency with a great deal of pigment to ensure the color lasts all day long. The shadow can be applied wet or dry. Easy application with a fluffy eye shadow brush or with the finger. Recommended to use with our long lasting eye shadow primer. The shadow will brighten up your eye lid and is a great asset to your overall smokey eye shadow look.

Questions to consider when writing a product description

  • How will my audience use the product?
  • When will my audience use this product?
  • How big is the product?
  • What questions does my audience ask about the product?
  • How familiar is my audience with these types of products?
  • What are the deciding factors for my audience when purchasing this product?
  • Why should someone pick this product over others in the market place?
  • Are there any product installation details that the user should be aware of?

Use descriptive language to show not tell

Words are more powerful when they can be backed up. Instead of making claims, explain it.

Luggage Product Description Example

Instead of just saying, “lifetime warranty”, say something like, “the strong luggage is guaranteed to last for all your travels to come – even the muddy outdoor camping trip!”
Keep in mind who your audience is when using descriptive language. Specific and unique adjectives won’t appeal to a younger audience who is buying lip balm. Abbreviations and slang won’t work well for senior citizens. Product descriptions shouldn’t be wordy, but they also shouldn’t leave the reader with more questions.

Focus on your buyer and SEO

SEO is important but you cannot write your product description for the search engine. You have to write product descriptions with your audience in mind. Incorporating long tail SEO keywords is helpful, especially for the title, however, your product descriptions should read well and be helpful. If your product descriptions are over optimized for SEO, it could hurt your conversion rates.
For help creating a voice that ensures your product descriptions are targeted, contact Tempesta Media.

How do you incorporate SEO into the content?

Our customers extensively use Tempesta Media’s content and influencer marketing platform for SEO.  As you know, SEO performance is based on both on-site and off-site factors, like inbound links.  Companies that show examples claiming that content drove specific SEO results are not being factual with you.
For example, I could create a garbage piece of content, publish it to a large and established customer’s website, then spend a tremendous amount of money and time amplifying that content through inbound links, social posting, and much more.  Despite creating garbage content, it would still rank well, because I would be leveraging the SEO strength of their website, and my amplification efforts.
To be successful in driving results, not just ranking higher in the search engines, you need to create content that is optimized for BOTH the reader and the search engines.  That is where Tempesta Media excels.

How we optimize your content for SEO

Before the content even gets to you for review, a tremendous amount of work is done on your behalf, to optimize for BOTH SEO and the reader.  Here are just a couple of things that are done for you:
  • Editorial Calendar – Before we even write the first word of content for you, our content strategy team develops a thorough editorial calendar and content plan, which is based on your specific industry, your business objectives, competitive environment, seasonality, your target audience’s mindset, social and search trends, and much more.
  • Focus Keyword Phrase – Before content is written, a focus keyword phrase is selected.  The focus keyword phrase is used to drive the content and it meta information.
  • Content – Content is created in such a manner that it drives awareness, interest and action with the reader, while subtly intertwining key SEO best practices.  This includes focus-keyword driven content titles, sub-headers and more. 
  • Meta Information – We craft meta titles and keyword descriptions for each piece of content written.
  • Plagiarism Screening – We have sophisticated plagiarism screening, which builds upon and extends capabilities found from industry standard – Copyscape.  This protects your brand, and helps to prevent algorithmically-driven search engine penalties.
  • Deep Dive Editing – Having content that is spelling and grammar error free has a direct impact on how well it will resonate with your readers and the search engines.  Our in-house editing capabilities go well beyond proofreading.  Our editors work to ensure your voice, company culture, target audience and business objectives are accurately and consistently reflected in the content that we produce for you.
The bottom line is that to be successful in ranking with the search engines, you need a well-rounded SEO program that is supported by an effective and compelling content marketing program.  We’re your content marketing solution.

How to Optimize Your Ads for Amazon

When you’re launching a new product and selling it on Amazon, you want to get as much exposure as possible. Amazon ads can elevate your product above the competition and help increase your sales and conversions. If handled correctly, it is a valuable and efficient service. If not, then you can end up spending a lot of money and get little return from it. There are ways for you to optimize your Amazon ads just like your PPC ads for Google.

Find the best keywords for product descriptions

When people go to Amazon, they use search queries to find products. These queries often include keywords that you can use to best show up in the search results. Keywords come in two specific types: short tail and long tail.
Short tail keywords are more general and may have a higher volume, but also higher competition. If you want to include these keywords in your campaign, then set the bids higher for them. These high volume keywords are likely the most common ones associated with your niche or product.
Long tail keywords are more specific, including more words, and tend to be less volume, but also less competitive and cheaper. You want to find keywords that have the lowest Advertising Cost of Sales. Add these keywords to your campaign or a secondary higher budget campaign to get the best bang for your buck. When you’re testing new keywords, be they short or long tail, it’s best to start with higher bids and adjust from there.
You will get a sense of where the bids are floating at and receive data on them faster, since they’re going to be used most often. Optimizing your keyword campaigns continues with testing different match types: exact, broad and phrase. It allows you to see which match type leads to the most conversions with the lowest spend. Learn more about keyword types and best practices from ADBADGER.

Let Amazon’s fingers do the walking

You can create an automatic campaign set up by Amazon that gets everything going for you, but you don’t have to use it for all your Amazon ads. You can let Amazon do the keyword work for you by downloading the keyword report and using their keywords.
This gives you the opportunity to create your own campaign around those keywords, but you still control every aspect from bids to overall budgets.
Amazon’s search term reports can also show you keywords that you don’t want to rank well for because they may not be associated with your product. These keywords can be negatively matched, so you’re not spending money on irrelevant keywords. Check the search term reports often for new keywords.

Your products promote ad success

Don’t treat your product listing as just a formality as it’s vital to your ad success. The listing should be informative and descriptive and filled with the keywords you’ve chosen for your ads. Why? Amazon sees these keywords and will bring your product and product ad up in search queries. Keyword optimization of your listing does double duty for both paid and organic search.
If you’re listing several products and some of them aren’t selling well, then remove them from the main campaign and put them in a separate one with a smaller budget. Don’t let a few low sellers drag down your overall campaign. As your more power products sell even more, they may end up increasing the sales of the other products.
If you’re looking to improve your e-Commerce with excellent product descriptions – contact Tempesta Media to learn more.

Content marketing for startups

A lot of startup companies are driven by people with deep technology expertise, for example, programmers or engineers, who had a great idea about a product or service. They started developing a product or service in the hopes of ultimately being able to serve their audience. The challenge that nearly every startup faces is how you go about attracting and getting the attention of prospective customers, when you have so little budget to work with.

Start by building your website

From my own experience, my advice to startups is to create a website, even if your product or service isn’t at market yet. Get your domain up and get at least a couple pages on the website. Get an ability for prospective customers to get added to your newsletter and spend your first marketing dollars on content marketing.

It pays not to wait

Content marketing, by its very nature, takes anywhere from three to nine months (on average, 6 months) to be able to start getting traction. If you’re early on with your company and you haven’t yet launched your product or service, that lead time that you spend by building up your content marketing in your domain presence within the internet will be invaluable to use when you do launch. When it comes time to launch your new offering, you’ll already have an established presence online.

The number one mistake that startups make worldwide: They wait until their product is launched before they start doing any marketing. I would contend that startups should start marketing the day that the company becomes incorporated. This is step one.

Start with a Blog page

Step two is determining what kind of content you should create and how you should do it. The purpose is to get your content indexed within the search engines so that it can start ranking. You really need to publish at least once a week. Something that I recommend is that you get a Blog started on your website. Even if your site only has two or three pages, such as a Home page and About Us or Contact Us, there should be one more page called Blog. If you are opposed to calling it “Blog” other names could be “Insights”, “News”, “Thought Leadership”… you get the idea.

By establishing a repetitive cadence of publishing new content at least weekly, Google or the other search engines will start recognizing that you exist. They will start including those pages within their index for their search engine.

Keep in mind, you’re not going to show up high on any of the keyword terms that you aim to achieve for your business, but at least you are getting indexed. You have built up an initial reputation. Once you launch your product and/or service, then you should rapidly increase your cadence on content marketing. Your blog cadence should ultimately get to once a day. You should also make sure that you have your social media presence. So if you’re a B2B company, you should be on LinkedIn and Twitter. If you’re a B2C company, you should be on Twitter and Facebook, and/or potentially Instagram.

There are software plugins within WordPress that most companies start with at their website that automatically take your blog posts, create snippets of it, and publish it to your social media accounts. I strongly recommend that startups create a system to effectively promote their content to their website and across their social media channels. Once they’ve gone and started that baseline, then they’ll benefit from some initial traction.

Create your buyer personas

Now, let’s talk about what is it that you should write about (or have written for you). Before you could even do that, you have to understand who your target audience is. Most companies, especially startups, will have one or more target audiences whom they’re trying to go after. It is actually true for startups because they haven’t quite narrowed down who is the right buyer of their product and service. In many instances, the startups haven’t even launched a product or service yet.

What we recommend is that you create a persona for each and every audience that you’re going after. That persona will include who it is that you’re targeting, their motivations, what they’re like (demographically or otherwise), and what it is that you want to convey to these people that is of importance to them or solves their pain points.

At Tempesta Media, these style guides for content or personas are what we call our Voice Profile. We include these to our assignments for every single one of our customers. It’s the most basic thing that needs to get into place before you can really start any content marketing.

Start with the right keywords

The next thing that you’ll need to do is you’ll need to identify the keyword phrases to target and ultimately rank for on the search engines.

For example, if you’re a credit card company, you don’t go trying to say “I want to rank number one in the world for credit cards.” It’s just not going to happen right off the bat. Pick some two-, three-, or four-word keyword phrases that have relatively low competition and search. You can start to rank by creating content that specifically targets those keyword phrases and appeal to the audiences who would be interested in those.

That’s where startups should start within the first three to six months of launching their content marketing. Get some early successes with these smaller keyword phrases because when you get successes with those that you build up, you gain more authority within the search engines, which means more traffic to your site. It also means that it’s going to be easier for you to rank on the higher keyword phrases or the ones that have higher volume or competition. Content marketing best practices for SEO also recommend that the the keyword phrase be in your meta title and descriptions as well.

Geotags matter, sometimes

If you do a geographic attack to it, like for example, a “lending company in Chicago”, that’s actually a whole different keyword phrase. When using geotags, best practices depend on the type of product or service you’re offering. Let’s say you’re a dry cleaner. Having the geographic appendage added to your keyword phrases is absolutely imperative because if you’re a dry cleaner in Chicago, you don’t want to attract visitors that are from Texas.

Take your customers to the next step

The next step that a customer needs to do to get their content marketing strategy off the ground is to determine what action that you want your visitor to take. In marketing terms, this is called the buyer’s journey.

Once someone is on your website and has read an article – it is time to determine what they should do next. If you’re a startup and you don’t have your product in the market, start off with something that is very low commitment from the visitors perspective. You can ask them if they want to sign up for a newsletter at the end of the article or recommend other articles that may be of value to them. This builds your credibility, keeps the prospect engage, and serves as another relationship touch point.

The more content someone reads, the more they’re going to gain an affinity toward your company. They will also positively view your company and be more likely to buy from you in the future. So at the end of each piece of content, there should be some sort of call to action. At the start, it should be something as simple as “here are some other articles that you might be interested in” or “download this e-guide on how to do X Y and Z” or “sign up for our newsletter to get timely briefings on content marketing.”

There always should be a call to action because even though start ups have numerous priorities and initiatives, there’s nothing wrong with building up a newsletter and an email list early on. There’s nothing wrong with building up an affinity with your prospective buyers.

There was one company that didn’t launch for 12 months. Within that 12-month period, they built up excitement about their potential launch through their website. They added hype right on the front page “Sign up here to be informed when we will launch.” So almost 25,000 people had signed up for their solution before it even was launched. The moment that launched, they had tremendous success right out the door because of the material that they used to build up the momentum.

Repurpose old content

The last thing that startups tend to tend to overlook is repurposing the content that’s being created. When sharing content, you can use snippets when posting in your social media networks. The other thing that’s incredibly effective as well is using micro influencer marketing to start getting the word out about what you’re talking about.

Tempesta Media offers a micro influencer marketing solution, which is very inexpensive from a budget perspective. It could be quite effective when used in conjunction with a content marketing or your SEO program.

Improving SEO through content marketing

In order to be able to improve your SEO through content marketing, you have to take a couple of key actions right off the bat.

Action item 1: Run an SEO audit

What an SEO audit will do is it will identify various areas that are problematic for search engines to index your website. For example, the audit will identify problems with page load speed and broken links in your site, as well as how your site is viewed on mobile devices… and so much more.

When is the right time to do it?

There’s a couple of schools of thoughts when it comes to timing. I always recommend doing an SEO audit before updating your website. This is because you need to understand what is wrong with your current website before rolling out a whole new website. Otherwise, you’re going to end up risking making the same mistakes you made in the prior website. This can make it even more difficult to fix in the long run.

The second time that you should do an SEO audit is after you’ve launched your new website. The purpose of why it’s being done at this point is to identify where you’ve made mistakes in implementing your new website. This way, you can quickly correct them before they have a negative impact on your search engine rankings.

I actually had a customer several years ago who launched a new website and did not do an SEO audit. They then immediately panicked because all their traffic started to drop precipitously within 30 days of launching their new site. So they immediately called and said, “What can we do?”

What we ultimately found out at that time is that customer was inadvertently creating duplicate copies of their content on their site. One for the HTTPS version of their site and another for the HTTP version of their site, so the search engine was saying, “hey you’ve got a bunch of duplicate content on your site. Therefore I’m going to penalize you.” Not surprisingly, they fixed the error. Their traffic went back to normal within 30 days.

The last recommendation regarding timing for an SEO audit is when there has been a major change to your company’s operations. Let’s say you launched a new product or service or you’ve gone through a brand re-positioning or you’ve consolidated brands into one brand. That is a great opportunity to run an SEO audit.

Those are proactive ways to do it. The only other thing that I would recommend that is more reactive is if you see a major drop in your traffic. Run the SEO audit on it.

Action item 2: Fix the issues found in the SEO audit

The things that come up in the SEO audit have to be fixed first. Once those are fixed, you’ve built a strong baseline or foundation. It’s at this point in time that you can start overlaying content marketing to improve your SEO.

What to do next

What I recommend to my customers is that they identify a couple of low, competitive (or not very competitive) keyword phrases that are within their industry segment that they’re trying to go after. They should focus on developing content around those. The reason I go right to the source of that, which are keyword phrases, is because your prospective audiences are typing those into the search engines. They’re trying to look for something that they can become educated on and make a decision and ultimately a purchase. So identifying those keyword phrases and understanding where they fit on the buyer’s journey will determine how well you’re able to do your content through an SEO marketing program.

 

 

 

How to get people to read your content

Content marketing continues to grow as a key online marketing strategy. Content marketing, however, is so much more than the ability to produce good content on a consistent basis.
You can produce some of the best content to ever grace the internet – but without a sound strategy to optimize, distribute and amplify that content, your hard work won’t amount to much.
People continue to clutter the world wide web with a cacophony of information and opinions. To rise above and truly be heard, you need great content paired with a solid distribution strategy.
In this e-guide, we will walk you through the basics of optimizing text, effectively distributing content using different platforms and ensuring people actually read what you write!
Specifically, we will cover:

  • Optimizing content for mobile and emerging technologies such as voice search.
  • Ensuring that your content is readable and adheres to search engine optimization (SEO) best practices.
  • Content distribution basics, including how to use different online content distribution channels.
  • How to measure the success of your content optimization and distribution efforts.

Optimizing content: Four basic elements

The term “optimize” can be quite subjective. Optimizing online content can mean a lot of different things, especially when you throw in the variables of what your business is trying to achieve with its online content.
At its core, online content is produced to be viewed – which means we can very easily boil down the optimization term to a few key elements that every piece of your content needs to possess. Overall:

  • Your content must be informative. The content must explain something that readers didn’t otherwise know or consider. It must either fulfill a need or provoke a need that the reader did not know they had.
  • Your content must be trustworthy. Your content should be somewhat objective by utilizing trustworthy sources within your industry, presenting information or opinions from your readers themselves or relying on data from established sources.
  • Your content must be authoritative. Balance objectivity with thoughts and opinions from your company and its people, whom you are trying to establish as the ones who best know how to help your readers.
  • Your content must be helpful. Give away knowledge and information for free. Show that you are willing to share your goods and empower your readers – and when they’re really stuck, they will turn to you for help.

Optimizing content for readability

One misspelled word. An improperly placed comma. A REALLY long run-on sentence. Nothing breaks down the quality of your content quite like a lack of readability. Here’s how to keep a small mistake from turning into a BIG content problem:

  • Proofread for grammar and spelling. Sloppy grammar and misspelled words adds up to zero credibility. Go over your copy with a fine-toothed proofreading comb. Then go over it again. Have others proofread it, too. Multiple sets of eyes on your content are better than just one.
  • Keep your content focused. Don’t go off on tangents in your copy. Consider how every sentence brings your reader closer to your call to action. Use active, powerful verbs, and keep sentences short. If a word or sentence doesn’t move them forward, scrap it.
  • Remember your target audience. What’s their average reading level? What do they appreciate? Keep the text as simple as possible to meet their needs.
  • Format for the web. Bold headings and bulleted lists help search engines to better scan your content for terms that help you to rank higher in relevant searches. These can also help prospects to find you.

Optimizing content for mobile

A site that renders properly across multiple mobile devices is absolutely crucial to business success. More than half of internet traffic comes from mobile devices, and that amount is only expected to rise. If you’re not paying attention to how the readers whom you want like to access online information, start now: it will help you to increase readership.
Optimizing content for mobile goes even deeper than that:
Mix up your content length. Longer articles are important for SEO because it indicates that you have a lot of great authoritative information to share on your preferred subject matter. However, mobile users won’t necessarily want to read your 2,000-word opus while they’re waiting at the doctor’s office. Instead, give readers quick-hit pieces as well as long-form information to give them what they need right away, and entice them to return later for the longer reads. No matter the content length, use brief paragraphs, subheaders and bullets to make the content scannable.
Let users scroll. When optimizing for mobile, people want to swipe up – not click and click through multiple pages to get what they need.
Let them browse ancillary materials in one spot. Try not to link to long articles and PDFs within your content. Compile this type of information into a link list at the end.
Create awesome headlines. Your headlines themselves should tell a story, reveal the benefit of reading upfront and tug at a person’s heartstrings.

Search engine optimization

SEO goes beyond the words in your blog posts. It also goes beyond the scenes, into your HTML code and your content management system to help your content to get found more quickly by people more likely to convert into leads.

SEO for text

  • Check your title tags. Make sure that your page and post titles are properly configured.
  • Include meta descriptions and keywords. Ensure that your content’s meta descriptions first exist and properly describe what a user would find on that page should they visit.
  • Clean up URLs. Get rid of unnecessary characters and ensure that your URLs follow a logical path of organization. The way that you name the pages in your website hierarchy is crucial to helping readers to get what they need as quickly as possible.
  • Use keywords, but not too many! Search engines can tell when you’re overstuffing content with key search terms to get clicks. Write with keywords the same way you’d use the words in natural conversation.
  • Strategically write headings and subheadings. Your headings and subheadings are assigned special code in your HTML (h1, h2, et cetera). It’s typically what a search engine will scan first, so make sure they’re concise yet descriptive enough to get your point across.

SEO for images

When used with care, images will help readers better understand your content. Whenever possible:

  • Use original images. Use stock photos as a last resort.
  • Name images properly. Put your keyword in the file name so that search engines will know what your image is about without looking at it.
  • Reduce file size. Faster load times are important for image SEO. Don’t make images too small, but ensure that the file size will load quickly while keeping the image clear and properly sized on the page.
  • Use alt text and title tags. Use alt test to create a long-form description of your image to further help search engines to judge your content relevance.

SEO for videos

Whether they are embedded on your website or listed on YouTube, make sure that you are properly optimizing video content for maximum visibility:

  • Include relevant keywords in your video title. This helps your video to rank higher.
  • Write a clear video description. Your viewers should immediately understand what they’re going to get out of watching your video.
  • Include links to your website. Let viewers know in the description where they can go for more information or for a transcript of the video.

Optimizing for voice search

Remember how we said mobile accounts for at least half of all online traffic? More and more, people are using voice search technology to ask Siri, Alexa or Cortana how to do something, find something and get something.
Remember: Voice search is conversational. So, too, should your keywords. Use long-tail keywords to optimize voice search. Think about what one of your users would ask about, in plain terms, to stumble upon your website or blog online.
As more people continue to incorporate this technology into daily life, our keywords will need to evolve to suit people, not search engines.

Content distribution

Your content is distributed in three key ways:
Owned media describes the distribution channels that your company owns or rents – its website, social media accounts, e-newsletters, et cetera.
Paid media describes any paid means of distribution: search engine marketing, boosted social media posts and ads, ads, media placements, et cetera.
Earned media is achieved when people view your content – either by owned or paid means – and decide to endorse it by sharing it with their own followers. Earned media includes links to your content in blog posts, social shares and republishing of your content by other channels without your paying them to do so. Earned media means that your content is useful and relevant to others. To get more earned media, you need to optimize and promote your content via owned and paid means.

Optimizing for social media

Your social media posts should be optimized accordingly based on the social platform you are using. Overall, however, you can employ these key tactics:

  • A/B test your headlines. Distribute articles with different social media headlines day to day – even over the course of one day – to see how they perform.
  • Use images. Optimize images with proper tags and size them to effectively adhere to the social ad platforms that you are using.
  • Use hashtags. Including relevant hashtags in your social media posts help to increase post visibility.
  • Optimize post length. Remember your platforms. For example, keep it short and sweet for Twitter, but if it makes sense, your Facebook posts can be a little longer.

Content distribution 101

To effectively distribute your content, you must know:

  • How often to post
  • The best time to post
  • The content types that do best on each platform
  • How to effectively repurpose content
  • How to establish an effective mix of free and paid distribution channels

How often you post will depend on how much content you can create. Whether you post once per week or once every hour, the key here is consistency. Establish a precedent for your audience, and then stick to it.
The best time to post will depend on how active your audience is on different social platforms. For example, Facebook users tend to be active in the evening.
Different social platforms prioritize content differently. For example, live video on Facebook tends to get great exposure, and links with images on Twitter are clicked more often.
Repurposing content needs to begin at the source. Your source piece of content can be a blog post with an image, the contents of which become an infographic, a Facebook poll, an Instagram story or a YouTube video.

Content distribution tools

There are a number of content distribution tools that can help to do the work of placing content in front of the right audiences for maximum exposure and traffic. These distribution tools may be a wise investment for your business if you need to outsource this task.
Examples of content distribution tools include SimpleReach, Xink, Outbrain and Wisestamp.
These tools will place your content on relevant websites based in parameters you set, in exchange for a fee. You can pay per click or pay based on how the content performs where it is placed.

Measuring success

How do you know if your content marketing efforts are successful? Here are ways to measure content performance:

  • Site traffic increase/decrease
  • Bounce rate
  • Time spent on page
  • Social shares
  • Increase in site traffic from inbound links
  • Organic search rank
  • Leads generated (by filling out a form, subscribing to a newsletter, etc.)

What if I don’t see results?

Content marketing is a marathon, not a sprint. It’s not uncommon to not see significant returns for at least a year. The key is to make sure that your key performance indicators are remaining steady and not going down. Over time, you will begin to see changes in site traffic and lead generation that will justify the investment in content.

Time frames for SEO effectiveness

For just about anyone engaged in search engine optimization, the entire point is to land at the top of Google’s search engine results pages for a relevant keyword, keyphrase, or set of keywords. In fact, the top four results for a specific keyword get 96 percent of clicks.
Simply put, top rankings are the holy grail of SEO.
But brand managers and marketers already know that. The hard part is figuring out just how long it will take to get results after optimizing a website for search engines.
Almost everyone says that SEO is a long-term strategy, not an overnight short cut. It’s a process that requires consistency and patience, even when it takes weeks for a spike in traffic to happen. But technology business owners naturally need to know how much time they should devote to their SEO goals and how long it will take to get there.
This guide will advise marketers on a realistic timeframe to achieve company SEO-related goals.

Set realistic goals

The speed with which marketers will see results from their SEO efforts ultimately depends on a number of variables, such as the following:

  • Competition – Technology companies often find themselves surrounded by competitors dominating rankings for their target keywords. The stronger the competition, the longer it will probably take to see results. Conversely, being in a highly specific niche tends to generate faster results.
  • Keyword choice – A company’s choice of keywords will determine how quickly the campaign can produce results. Are these keywords high-competition and high-traffic or low-traffic and low-competition? This is where research helps identify the campaign’s keyword sweet spot-neither high-traffic or low-traffic.
  • Investment – SEO might be less expensive than traditional advertising, but it still requires some investment of money and resources. And SEO is also scalable, which means that investing more time and money tends to generate faster results. How much the competition spends on their efforts also influences the success of a campaign.
  • Learning curve – The less a marketer or brand manager knows about SEO, the more time it will take to get results. This is especially true for companies that learn as they go.

Start the SEO process and trust it

After setting realistic goals, the next step to a sound SEO strategy is establish a timeframe for the campaign. Below is a sample summary of a six-month SEO implementation strategy that technology companies can use.

  • First month – This stage involves keyword research, auditing the website, and making recommendations.
  • Second month – The bulk of technical SEO happens here, including correcting HTML errors, removing duplicated pages, applying alt tags, and writing metadata for all landing pages on the site.
  • Third month – Content creation. Expect to spend a lot of time writing blogs, white papers, press releases, and articles. If the content clicks, this is where the campaign will begin to see a rise in traffic and rankings.
  • Fourth month – Continue creating written and multimedia content to beef up the company’s link profile. Increase in rankings and traffic should continue.
  • Fifth month – Branch into social media. This can amplify reach and engagement, generating high-quality links in the process.
  • Sixth month – Optimize for conversions. Traffic is not the real goal of SEO – it’s conversions. The focus of this stage is to convert the spike in visitors into leads and leads into sales.

Keep at it

As mentioned earlier, SEO is not just about “traffic,” “rankings,” or “results.” Sure, these are all important, but what technology companies should really aim for is ROI. And this comes from visitors who take out their wallets to become paying customers.
This phase can take a little longer, and it might be frustrating to have a high clickthrough rate with no corollary increase in sales. Again, focus on optimizing for conversions to turn visitors into leads and leads into sales. Continue creating high-quality content to have a steady pipeline of fresh leads.

Summary

Ultimately, the answer to the question “How long does it take for SEO results to show?” is … it depends. This can be frustrating, but it is the reality. What is important is that tech companies do not stop trying to achieve their goals after launching the campaign, even if it takes more than six months to get there.
 

The right keywords are key to your health care marketing success

If you are in health care, one of the most effective ways to attract an audience to your website is to optimize keywords. This involves using words in your content that match what people look for.
The problem, however, is that not all writers know the right terms to drive traffic. Health care businesses often choose to create content through an in-house team of writers. These writers may have a working knowledge of the subject matter. However, they do not understand which keywords will boost search engine optimization.
Here is a brief dive into the importance of selecting the right keywords to drive your health care marketing.

Better keywords create better quality traffic

The more keywords you use that match topics and subjects your customers type into their queries, the higher your site will rank in those search results.
In marketing, this specificity is known as “relevance“. And it is essential in implementing a successful SEO campaign.
But the challenge with knowing the right keywords is that the rules change. For example, Google’s latest algorithms now assign more value to long-tail keywords than they once did.
These keyword phrases of four or more words are specific and tailored to users’ distinct needs. Searchers who use long-tail keywords are highly desirable. These searchers  are more likely to purchase a product or service related to their query.
Here is an example of a long-tail keyword for a dentist’s office: “What material is used to make dental implants?”
This is a very specific query that indicates a desire to get implants. If you market a dentist’s office, long-tail keywords such as “dental implant material” or “material used in dental implants” would help rank the website higher in the results for this specific query.

Targeting your audience helps keyword selection

Another challenge to relying on an in-house writing team for health care marketing is ensuring they know the best words to use to attract the most visitors to your site.
But before you create a master list of effective keywords, you have to properly target your audience. Marketing is not a one-size-fits-all concept.
For example, dentists are not all the same. Some dentists specialize in no-pain procedures in which they put a patient to sleep. A dentist who runs this type of business will have a master list of keywords different than a dentist who specializes in implants, because the targeted audience is different.
So once you properly understand the audience you must target, you can create a list of keywords. You can create this list by using resources like Keyword Planner from Google AdWords, SEMrush, or Moz.
Google AdWords is a useful tool, because it is free and the process is straightforward. It lets you optimize your website pages by typing the products and services you offer. Then, you can generate a list of popular searches based on those keywords.

Incorporating keywords into metadata attracts more visitors

Although Google’s latest algorithms have lessened their value, meta keywords are still an important part of an overall SEO strategy.
Meta keywords show up in the HTML code of your web page. Search engines index these keywords to help identify the topic of that page.
The difference between meta keywords and standard keywords is that meta keywords do not appear on your website page. But they are still important to your page ranking, so you should use them effectively.
There are some important things you should remember when creating meta health care keywords. First, make them as relevant as your standard health care keywords. Second, limit them to about 10 keywords per page.
Some tools that can be helpful in creating meta keywords are The Free Keyword Tool and The Free Keyword Grouper.

Expertise you need for your health care SEO marketing

Health care businesses must remain aware of the keywords that drive user searches so content meets customer needs. Researching the proper keywords and incorporating them seamlessly into your content is a craft that Tempesta Media has mastered.
Our writers know the health care industry, the SEO keywords that will drive traffic, and how to integrate those keywords correctly into your content. Please contact us today to discuss your marketing needs.

Best way to incorporate key words into content marketing

Content marketing has been called “the wave of the future”: a misnomer, of course, because that future is now. Research shows that businesses which incorporate content marketing into their websites receive 7.8 times more traffic than other websites. With more than 1 billion websites currently online, that content can easily get lost unless it is picked up by search engines. This can be greatly aided by the educated use of keywords in the content.

Why keywords

Think of a keyword (or key phrase) like a giant searchlight placed outside a movie premiere or a real estate sign outside a home up for sale. They are both simply there to grab a potential visitor’s attention for long enough to make them take the time to stop and learn more. In the same way that the real estate sign would not attract movie audiences and searchlights might put off potential home buyers, keywords need to match up with and be relevant to a website’s content.

Choosing keywords

Before creating any content, a business owner should take the time to research the keywords that might be right for their business. They should imagine trying to find their company via a Google search. What would they type in? An effective strategy is to come up with 20-30 relevant words, taking the following into consideration:

  • Type of clients
  • Services you provide
  • Products you sell
  • Unique offerings
  • Business location

To further help gather these keywords, visit websites such as Amazon, eBay or YouTube. Type in a few search terms and see what comes up as “searches related to.” This will provide other words and phrases that are also worth considering. Also, using a tool such as Google Keyword Planner helps identify related words along with information on how they may perform and how much traffic they could generate.

Using keywords

Once keywords have been selected, sprinkle them naturally throughout the content at a rate of approximately two to five percent per word or phrase. Be careful not to overdo it – “overstuffing” will make content difficult to read and will only turn off visitors.
Additionally, when writing in keywords, make sure to use an exact match with keyword phrases. For example, “family attorney” is not the same as “family practice attorney.” Businesses hoping to get the attention of specific customers in their target audience do much better by utilizing long-tail phrases rather than single words. Marketing expert Neil Patel grew his business by 91 percent by utilizing long-tail phrases. He states, “If you consistently publish in-depth content around long-tail keywords, you’ll see an increase in search traffic, attract paying customers and grow your brand.”

Keyword impact

Search engine optimization (SEO) is still a difficult nut to crack because so many changes happen with algorithms on the various search engines and more specifically the number one search engine, Google. There is no magic keyword density formula to guarantee your website will shoot to the top of a search results page. However, using keywords is vital to improving overall search engine ranking.
They especially help with important organic searches. Because search engines typically look at the first 200 words on a page, it is important to get keywords into the mix there and use them appropriately. Consider running marketing content through a keyword density analysis tool; there are a number of different ones available. Results will outline the best keyword optimization for the content.

Constant evolution

It is no secret that the digital world changes rapidly. Indeed, keeping on top of best practices to ensure your content’s searchability can be time-consuming. In order to keep a marketing content strategy moving forward, it is best to optimize content with appropriate keywords that are valuable and relevant to your audience. Trained in proper keyword usage to optimize content performance, Tempesta Media’s writers can help your business save time and money in its content marketing efforts.

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