Multi Tasking Your Content

 

Multi Tasking your ContentIn order to make your commercial content work, you have to cater for human visitors as well as the search engine bots.  Your content therefore has more than one function.

 

Jen Van Iderstyne, writing for Internet Marketing Ninjas, describes the process of giving different functions to your content as multi tasking your content.  Your content has to provide information about your business, target the keywords that you would like to rank for, and has to convert prospects into customers. You will find her complete article here.

 

Information

 

Let’s start with the most obvious function. Your content should inform visitors of your business,  brand, service, products and over-arching purpose for existence.  It may extol your virtues, why you are superior to your competitors.

 

It may explain your process, your history or your value factors. It can do all of that. In fact it needs to do all of that or it’s not very good commercial web content.  Some content is meant to sell, while other content is meant to educate, or endear. That kind of content is about the rhetoric and crafting the right message. Now, don’t get me wrong, it’s not easy to write great, effective marketing copy, but that’s the entry level job for content. From there it takes some  work to make your content truly multi-talented.

 

Keyword Targeting

 

Ok, so you’ve written content that artfully articulates your 30 years of experience and exceptional customer service. Now what? It’s time to give it a top coat of SEO. Now is a dangerous time for blatant keyword stuffing or nonsense content. But it’ is important to make your content tell the story of your business in the language of SEO. That means keywords. But not just keywords for the sake of keywords, it means integrating keywords for the sake of user intent.

 

Page content should include relevant concepts that are appropriate for your business but also reflect the common search queries of users.   It can be really difficult to do that with style and authenticity, but it’s not impossible.  However, you can’t cram 30 two-word and three-word keyword phrases into 500 words of content.

 

So, you may have to suck it up and add more.   And when you do keyword research you find there are some phrases which are just straight up not grammatically correct. Because let’s face it people are not sticklers for sentence structure when they Google things like “Refrigerators Cheap.” We don’t talk like that, but we do search that way. But it’s somewhat obvious when phrases like that are just inserted into content.

 

The bottom line is, adding keywords requires some finesse and creativity; it needs to be done without completely butchering the readability of what was initially written. That may mean utilizing internal links or image alt text to include some of the more strangely worded phrases or adding more text to allow you  to wax on about kitchen appliances. Being able to successfully convey your message and target keywords is an acquired skill, but a highly valuable one.

 

Conversion

 

As if serving both information and SEO functions weren’t demanding enough on your content, it also needs to convert.  If your content isn’t converting users then no matter how informational it is or how well your pages rank you won’t be getting the most business out of it. So on top of thinking about your brand message, and your keyword targeting everything needs to drive a user to the ultimate goal, conversion.

 

Text content is still a search engine’s favorite, but people are a lot lazier. The Google Bot may read every word on your page, but most human beings will not.  No one wants to feel like they are reading a legal brief on your site, but visuals, images and video can help make it more interesting. But most importantly people need to be constantly reminded of what you want them to do.

 

There are a few ways to balance the disparate desires of humans and crawlers. It all comes down to placement, organization and variety. Your above the fold area is the hot zone for eyeballs, heat maps get colder as you scroll further down.  This means that above the fold content should be to the point and focused on action.

 

 

We believe that Jen’s concept of multi tasking your content is the way to get the most value from your time and effort with content creation.

 

 

To your success

 

 

Deon and Johan Reynders

 

 

 

 

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