What do we need to do?Your potential customers are all ultimately going to follow the same basic journey, beginning with absolutely no knowledge of your brand and ending with a successful purchase (and hopefully a great relationship you can build on). There are four key stages here, and it’s helpful to think about them all when formulating your content:1) Awareness – getting a basic understanding of a product or service2) Interest – starting to compare and study the available options3) Desire – getting ready to commit and make a decision4) Action – finding the best place to make a final selectionCertain keywords will be more common at different stages of this funnel, so it’s important to think rationally about the page you want to add content to. Once you’ve established which stage you’re planning to intercept your customers at, you can get on with the process of writing and optimising your content.
How do you plan your content?· Choose the right kind of keywordsYour search terms that you optimise your writing for may contain keywords like “buy”, “for sale”, “comparison” or “reviews” depending on the phase your customer is at with their journey, as explained above. These allow you to target specific types of visitors and give them the information they need to come to the right decision.· Match your content to your focusOnce you’ve established your target search terms you’re able to check the focus of your writing corresponds to the market you’re chasing. It’s quite likely you might have a disproportionate amount of information that’s relevant to people at the beginning of the process, for example, but not enough persuasive, detailed content for those further along the chain. Once you’ve figured out what these gaps are you can work on filling them, so a visitor doesn’t need to leave your website to get from the beginning to the end of the process.· Optimise your contentOnce you’ve successfully managed your content to fit your customers’ needs and figured out your ideal keywords, it’s time to ensure you’ve actually included them all in the right places before launching. If you’re running a full SEO campaign this all needs to be as consistent as possible.· Monitor your progress with key performance indicatorsIf you’ve established your objectives in terms of sales, sign-ups or another concrete figure early on in the process, this should be straightforward enough. Sometimes it can be more difficult to establish useful data to try and interpret when you’re judging the success of written content, but it’s important to somehow build this into your writing whenever possible, otherwise it becomes impossible to tell how well you’re doing.The main point here is that content really needs to be engaging on a critical level. It’s no longer enough to pad out your website with unnecessary text as a way of telling Google you’ve got more to offer than an empty page. Ultimately you need to persuade your visitors that you’re worth investing in, whatever your business, so trying to fool Google or take shortcuts isn’t going to pay off, especially as algorithm updates become more and more sophisticated. If you decide to take control of your content writing and focus on high quality, relevant information, you can expect much better results in the long term.For more information about our SEO packages that include advice and writing services to help you develop your website content, please take a look at ourpackages and services or get in touch with us here.
Craft a Captivating TitleThe title is the first thing your audience see, so it’s important that when you’re developing content you craft a title that grabs the attention of your audience and encourages them to read on and find out more. Everyone loves a list so numeric lists like ‘5 Top Tips’ and teases like ‘The Secret to’ are fail-proof ways to grab your audience’s attention. Although it’s good to be engaging make sure your title reflects the subject matter of your article, if the topic isn’t immediately apparent readers are less likely to read and share the content.
Original is BestWhen it comes to content, original is always best – plagiarism is not good and will not encourage shares. Creating bespoke content is the key to attracting and keeping an audience, be a thought-leader not a follower. Of course, it’s okay to link to other sites, reference quotes, but whatever you do, don’t copy the content.
A Picture Speaks a Thousand WordYou’ve all heard that saying, right? Using images in content and social interactions increases engagement. Visuals speak louder than words and they stand out, therefore it makes sense to use visual aids such as images, videos and infographics in your content to make it more shareable.
Narrow Down Your AudienceOkay, it sounds wrong narrowing down your audience because you’ll be targeting less people, but it does make sense. Shareable a content communicates and addresses a certain audience, sometimes a very specific audience. By making your content very specific, you may be alienating a broader audience, however, if your content is directed at a certain audience, you’ll attract that audience’s attention and retain it.
Concise ContentEveryone nowadays is pushed for time, particularly in business. We can no longer sit down for half an hour in the morning and read a whole host of long articles. Your content needs to be reader friendly, and able to be digested in a single session. As we said in our first point tip lists are great, think about crafting bulleted lists, step by step guides and content that is broken down by sub-headings. Concise content is more effective and shareable than long-winded articles.Creating consistent shareable content to share via your social media channels will not only make you a thought-leader and an expert within your industry, it’ll also provide you with a wealth of SEO benefits. If you’re interested in learning more about content creation and how our blog content and management services can help you, click here.
Panda algorithm was designed to target content farms and scrapers sites. Basically, what is does is eliminate, penalises, or discredit a site that contains low quality, scraped, & duplicated contents. The first roll out of this algorithm, the first sites that were heavily affected were articles submission sites, press release sites, and content aggregator sites. Over the past 2 years, there had already been more than 26 updates and had impacted 12% of all searches and many low quality content farming sites and sites that are linked to these. Below are just of the pointers on how to detect a low quality content:1. Scraped content also known as syndicated content
2. Auto generated content using spinners
3. Contents that are plagiarized
4. Less substance content
5. Spammy content
6. Too much advertisement on page
7. Overly optimised content or keyword stuffed
Panda 4.0 is expected to be still enforcing critical filtration on content but because this is just an update, it’s possible that the effect would be more subtle and would target more on quality, engagement, and advertisements.
What can we do then to avoid being hit by Panda 4.0?
1. Create fresh content that is absolutely high-quality and geared toward real readers rather than just to gain search engine notice.2. Make sure that the content you create is engaging, informative, and unique.3. Consider using correct grammar and composition and avoiding plagiarism.4. Avoid duplicates of content. Make sure that your meta tags do not contain exactly similar texts and also your page content. In case of duplicates, better use canonicalization or you may completely remove the duplicate page and save the links to the old URL by implementing a 404 redirect.5. Avoid having too much ads being served on a single page. 1 to 2 ads should be enough.6. Make sure that your page does not contain too much of internal links that is irrelevant to the page’s content.7. Make sure that you have not submitted to content farms or spammy sites contents that are link to your site. In case you did, you can opt to manually remove them or edit the link. For a last resort, you can disavow links that you think are bad and can greatly harm your site.
How would I know my site was hit? In case my site was hit, what should I do to resolve the issue?For the next few weeks, Google will be dancing and changing results. Monitor how your search keywords are faring so far with your target index. You may also monitor the traffic of your site through Google Analytics.To rebound back after a Panda 4.0 hit, you may want to consider the following suggestions:
Check where your backlinks are coming from
If you believe that your links are from content farms and low quality sites, you may get rid of them by removing or alter the links manually by going to the website and asking the webmaster to remove the link or content. If you believe this to be a herculean task, our SEO team would always be ready to help you out; just give us a call.
Investigate your on-page contents. Make sure you don’t have too much advertisement, keyword stuffed articles, advertorial links, and you are not doing over optimisation.
Start creating quality and engaging content that’s written with your target audience in mind. In any instance you get stuck on this, you can contact us and try our Copy Writing Service.