Creating content can be very difficult, especially if you are like me and have brain freezes on what may attract your audience.
The best method of attracting your audience is first find out what they are searching for. There are many tools out there, but if just starting off, it’s best to start with the free tools.
A good tool is Moz.com it allows you to see what potential customers are searching for and allows you to create content that meets that need.
How is this done?
- Start by signing up a free account to Moz.com
- List your established competitors URLs
- Enter the URLs and order by monthly volume
There you have it, the top ranking keywords or phrases for your industry.
For example, we are a web design company situated in Cardiff and so are my competitors.
So you would think that their potential customers found them with phrases like Web Designer Cardiff, Web Design etc. Focusing on the keywords related to the service. But when I listed our competitors domains, to my surprise I found that my competition are being found with phrases that do not relate to their core business, but more around helpful guides of loosely related information.
For example, the post with the most volume - turned out to have the following keyword phrase - best time to post on instagram:
As compared with keywords that exactly matched the service:
With over 100 times the monthly volume of Website Design.** **It seems that a lot of their customers were finding them on a very loosely based term.
You would think that sales conversations would be very poor for a non-related term, but let's look at this a little bit closer.
- 6000 loosely related searches vs 60 accurate searches
According to Search Engine Land, the average landing page conversion was 2.35%, so even if 100% all the accurate searches converted to sales, 2.35% of 6000 loosely related searches would still convert 141 customers. That is a 135% increase on being accurate with your content plus the repeat brand awareness would far exceed just pushing your stand alone offering.
I think my next post should be about instagram :)
If looking to create content, the important takeaway is find out what your potential customers are looking for, and try and match that need. In doing so, you only find yourself spending equal time in creating content, but can focus on content that actually reaches a much wider audience.
Written by Omar Moulani on behalf of www.wegetdesign.com