SEO Can’t Make A Horse Drink
Any website owner that wants to be relevant or find much success these days needs to implement a search engine optimization campaign. SEO is a great tool for websites across all industries to get noticed by the search engines and by a target audience. However, SEO has limitations. The main reason to set up a business website is to generate conversions such as leads or sales. Properly implemented SEO can help to boost a search engine ranking and deliver targeted traffic to a website, but it can’t make website visitors convert. SEO can only lead a horse to water. It’s the quality of the content on the page that will make it drink.
There are two kinds of content out there. The first kind of web content is written for humans. If this kind of content is any good, it reads well and is interesting. Depending on its purpose it is either informative or persuasive. It encourages the reader to think and take some sort of action, whether it is to make a purchase right then and there, make a phone call, fill out a lead form, donate time or money, or sign up to receive something. The second kind of content is written for search engine spiders. This kind of content utilizes keywords but might not read all that well from a visitor’s perspective. The key to getting the horse to the water and making it drink is to merge both content strategies into one and have readable content that incorporates the keywords naturally.
One way to ensure that your website is both optimized and “sells” is to always think of the visitor, or the prospect, first. From a usability perspective the website should be designed in a way that makes it easy for visitors to navigate and find what they are looking for. A website that is at all confusing will result in the visitor “bouncing” before they even read any of the content. The content should always be written for the reader before worrying about SEO. Once the content has been written well, you can optimize it. Read the content over a few times and think about how the keywords that you are targeting on the page can be incorporated. You’d be surprised at how easily they can fit into the content without ruining the readability. For example, if the original content was “About Us”, change that to “About Joe’s Plumbing Services” if “plumbing services” is a keyword.
When utilizing SEO it’s important to keep its limitations in mind. It can increase the chances of your products or services being seen, but it can’t actually sell them.
Categorized in: SEO
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