With so many how-to videos and self-learning materials made available online, it’s hard to tell which sources will do you good. From creating your own product, growing your brand, and building your business through content SEO, the noise of self-proclaimed experts seems to throw the world of e-commerce in complete disarray.
What is good marketing? What is bad? (check this out)
What are the steps that should be taken? What are the steps to steer clear from?
Frankly, this world of online mumbo-jumbo can easily lead you away from real truths – especially where content SEO is concerned. Thus, we’ve created this short guide.
And trust me, this is the only guide you will ever need.
What Is Content SEO For You?
The first step to creating quality content that converts is to reach a full understanding of how you view this type of marketing method. You must understand your own perception of the strategy; your own motivation for doing it.
Will you be doing it so that search engine algorithms will have something to run on your website?
Are you doing it because every other e-commerce book you have read tells you it is necessary?
Do you want to do it because you want to connect with your audience on a fundamental level?
You see, creating content is not just about stuffing words on a webpage to optimize for SEO. It goes beyond syntax. The core of this SEO methodology is to connect businesses with customers – allow them to introduce themselves not as an unfeeling, money-milking machine but as a group of people who have come together to deliver something of real value.
People know that businesses are after profits; they know that. What is left to do is prove that your business has goals that go beyond its financial aspirations.
And as it so happens, this strategy is an exceptionally good way to do just that – getting people to look behind the corporate façade.
If you are already doing it and it’s not working for you, we might already know the reason why. In fact, we can pinpoint five major reasons why many businesses’ content SEO efforts flop. Let me share it with you today.
5 Rookie Mistakes You Are Doing With Your Content SEO
1. You Are Not Using Your Own Voice
When people start relating to what you do, they get observant. Before they buy from a business, they are likely to “stalk” your online footprints.
This is doubly true for service-based businesses. They’d check your social media, website, and wherever else they might find you online, and over time, they’ll create a persona of you. For them, the YOU that shows up online – that is who you are.
Now, we all know that not all business owners come up with their own content. Come on, we’re all busy people, and that much is understandable. That’s why entrepreneurs delegate this part to specialized companies like Charlotte SEO that can handle it better. However, what happens when someone who follows you closely but doesn’t understand – someone who lives an ordinary life outside of e-commerce – stumbles upon the content you had a new marketer come up with?
They get confused.
The gap between the YOU they met last week and the YOU they get to meet this week may be so vast that it’s scary. People make trust-based purchases online almost 100% of the time. If your voice online across different platforms is inconsistent, you can’t establish that foundation of trust, and people will not end up buying from you.
Am I telling you to write all your content from now on? No. However, it does have to be consistent. Whoever you hire to write for you, make sure that they know how to represent your voice. Don’t take shortcuts; don’t skim pages.
Offer your audience authenticity, and they will reciprocate.
2. You’re Hot Then You’re Cold
Katy Perry pun intended. In romantic relationships, what happens when the guy shows up one day only to disappear the next? A conflict ensues, arguments arise, and worst-case scenario, the relationship ends.
The same thing goes with content SEO.
You cannot post aggressively for one whole week and then stop the next. It should not have “downtimes.” It needs to be consistent and unwavering. You need to be everywhere and all the time to solidify your presence in the market.
When you keep showing up and leaving at the drop of a hat, people will grow uncertain of your business. Here’s an example:
Say you are selling an online course – one-to-one coaching, mentorship, etc. Your course requires a one-time annual payment to enroll. If I were the customer and I see that you keep showing up and disappearing all the time, I will hesitate to pay for your service. After all, what if you are here this month and gone the next?
See my point? Consistency, not just in the tone of your content but also in the manner you publish it, is crucial to building customer trust. When you decide to push through with a campaign, make sure you stick with it till the end – and just stop ghosting people.
3. Your Content Lacks Luster
This point may seem to lack creativity – but hey, so is your content (well, probably). Cliché as it may sound, people may not be taking your content well for the simple reason that it lacks that attention-grabbing factor.
Are you recycling old ideas? That’s okay – as long as you’ve added new value to it.
Is your content timely and relevant? There are timeless topics to talk about, but there are also overused ones that honestly just need to take the back seat – indefinitely.
Take something you or your content team has written quite recently and read it on the morning of your day off. If you can make it through breakfast and truly think that you had a wonderful read, then your content must be good. If not, then time to up your game.
4. You Sound Like A TV Commercial
Or maybe even worse. We all get it; you are doing business, and selling to make money is kind of your own thing. However, people seldom buy from businesses that are a little too needy – or desperate might be a better word for it.
TV commercials are one thing. They are made to sound “salesy” because they only have a few seconds to air. With online content, people likely have more than a few minutes to spare to read through what you have written. You don’t have to tell them to buy from you in every single paragraph.
Sounding desperate for a sale can make people lose confidence in your business. It might rub them off the wrong way, and they are likely to interpret it as “Nobody is buying, so please, please, please buy my product.”
You need to make them want your service or product without having to ask them directly. Give them value, show them what can be made possible with your business. You have to make them feel that they need your service more than you need their purchase.
5. You’re Giving Out Way Too Many CTAs
Having a clear CTA or Call-to-Action is critical for any type of content (https://marketingland.com/power-call-action-strength-boosts-conversions-145845). In content SEO, the CTA is the “make or break” part of a written piece. It should strategically direct your audience to what they have to do next to get in touch with your business.
Aside from a weak CTA, there is also the glaring problem of having too many CTAs.
For instance, when your boss tells you to file the reports, create a summary of your monthly activities and engagements, retype a memo, ask the department head for his signature on a project, and get him a double cream, no sugar mocha Frappuccino, WHAT WILL YOU DO FIRST?
You don’t know, right? That’s the right reaction. And that’s how it’s like for potential buyers when you throw too many CTAs at them, too.
Give your readers one clear instruction. Where can they find you? If it’s an email, just email. If it’s Facebook, then just Facebook. Let them find you in your best channel, and you can walk them through your other channels from there.