Where are your customers?
It’s the kind of question that, as a business owner, you will be asking yourself at the start of a new strategy. Figuring out where your customers are is crucial to defining the right channels to use. However, what most businesses forget is that customers are asking similar questions about you.
Indeed, customers can find it challenging to get to the information they need. Whether they want to find out if you deliver to their address or if your product is right for their situation, many face a complex and confusing maze of links and content pieces. How can customers manage to find the answer they need? Answering that question needs to be the first step in your business growth strategy.
Why is helping your customers to get access to information detrimental to success? Firstly, because customers are unlikely to look into a single brand. Many compare businesses online before making a decision. If they can’t find what they need from your online presence easily and rapidly enough, they’re likely to purchase from someone else. Secondly, because failure to provide clear and accessible information can reflect negatively on your brand.
#1. Keywords are still relevant
Search engine optimization remains a crucial part of your strategy to make information quickly and directly accessible to your audience. Focus on the search terms they use is no novelty. Yet too many companies still fail to pick the right keywords. To be recognizable, your keywords should reflect the search terms used by your audience. Keywords tools, such as Google AdWords, can provide sufficient insights to guide you through the selection process. You can also gain knowledge from competitors who may be addressing the same queries on their websites.
Using SEO best practices to answer questions about your businesses, your process, or your products implies the use of long-tail keywords. Indeed, questions are likely to be precise, which is why search terms contain more words. Create content that tackles only one long-tail keyword at a time for clarity.
#2. Expectations are a game-changer
Creating the right content to tackle questions is only the first half of the battle. You need to make sure that the content you’ve created remains not only accessible on your site, but also easy to find. With the majority of web visitors coming from mobile devices, it has become essential to test the placement and navigation of your page layouts on smartphones. That’s precisely where a click testing can make a big difference to highlight where visitors are likely to click and search for content. Think of it as a template of behaviors that teaches you where your audience expects the content. Following the collective clicking behavior online means that your audience can rapidly find what they need. If you go against natural reading and interaction patterns, you may confuse your visitors.