Chances are, if you’re looking to improve your website content, it’s probably because you’re getting outranked by competitors in search engines or because the traffic you’re getting is not converting. The point is, it’s good to know you’re not doing something right and it’s great to want to change that. But, what can you do to improve your website content?
The real question is: What have I been doing wrong and what can I do to improve? The answer is – your competition. Those that are outperforming you (outranking, outselling, anything else) are doing something better. Pay attention to what your competitors are doing. Analyze their websites as much as you possibly can. This doesn’t mean you should copy what they’re doing, but, if nothing, this will give you a general idea about what to strive for. What is their content like? What’s the tone like? Are their sales pages different than yours and if yes, how? Are they being openly persuasive or subtle?
Competitive analysis will provide insight into what your competition is doing, but it will also provide insight into what your target demographic wants. After all, if they’re getting what they want from your competitor and not you, the chances are, you need to do it too. Perhaps in a different way, but you still need to do it.
Markets change and evolve constantly. What was praised a month ago might be considered trash today. Since we live in the technological age, we are constantly bombarded by information and this has influenced the way we make purchasing decisions. We digest large quantities of information and make quick decisions, often disregarding logic and common sense. While this may seem like a great opportunity for business owners and marketers, it’s also a double edged sword – things go in and out of fashion faster than ever.
If you already own a website and have a lot of high quality content up on it, you’ve probably already done thorough market research. And yet, you’re not getting the traffic you want. This means it’s time to take an extra step and see what’s happening in your industry. Social media is a great source of information, especially websites based on real-time discussion such as twitter. Explore twitter and see what’s trending. Is there any way you can get on the bandwagon and use the existing momentum to improve your website content?
Persons A typed “best memory foam pillow” in Google’s search bar and person B typed “memory foam pillows”. Which one is looking to buy a memory foam pillow? Clearly, person A. Person B just wants to find out what a memory foam pillow is. “Best” is a buyer keyword. “Reviews” is another one, so are:
And many, many more. The point is, adding buyer intent keywords to your content will help you get more clients and more sales. It’s better to rank for a buyer intent keyword at number 5 spot, than for an information keyword at number 1. Additionally, it’s better to have website traffic of 500 people a month, if the traffic is converting, than of 20 000 if they’re just looking for some information. Including buyer intent keywords will multiply your earnings. If you’ve already included some, do more keyword research and add more of these keywords.
If you have a website up and running for some time, you probably haven’t conducted some old fashioned keyword research in a while. Even slightly altering your keywords can change things significantly. Load your favorite keyword research tool and type in the keywords you’ve already used. What’s changed? Have new keywords popped up? Has the search volume changed? Are there any other keywords you can include?
Much like the “real world” market, the online market is constantly changing, as are search engines. This is why it’s important to revisit keyword research every now and again and gain some insight. Even if your keywords are still doing great and even if your website is doing great, conducting research will help you get more content ideas and aid you in improving the existing content on your website.
Even if you think you’ve done everything to improve your website content, there is always a way to make it even better. The best way to see what works and what doesn’t is to track your progress. Don’t get obsessed with checking out your traffic and sales (these things can fluctuate, especially if your website is young), but pay attention to what sort of content generates sales. Perhaps your target demographic prefers a professional writing tone, as opposed to a friendly, humorous one? Maybe your social media pages aren’t properly optimized and aren’t generating as much traffic as they could?
Measure your progress over time and use the resulting data to adjust your content accordingly. Maybe it’s the headline or the format? Maybe your target demographic loves lists and bullet points? Switch things up, test and tweak until you come up with a winning formula for your content.