The keyword discovery process may reposition your content strategy.
When drafting content for SEO, it is imperative to use your customers’ language, not the language of your business; let the research guide your decision making.
In the past ten years, I had two situations where clients used product names which had not internet visibility
Example One: Face Plates
This customer had been in business for 40 years, and they designed, manufactured, and sold faceplates. When I got involved, it became apparent that the industry called these products ‘front panels.’ The problem became amplified when I informed the customer that the reason they had no traction on an internet search is that the keyword ‘faceplates’ was used in the cell phone market. These faceplates were temporary covers used to change the color and aesthetics of a cell phone.
So, if we searched for ‘faceplates,’ we could not find our clients’ products. The telecom giants dominated this space.
The outcome of my search was to recommend that they rebrand their 40-year old product from ‘faceplate’ to ‘front panel.’ This recommendation was accepted, the website and marketing collateral was redesigned.
Example 2: LED Coolers
Very similar to example one, this client manufactured heatsinks to cool LED lights. The research found that the search term ‘LED Coolers’ was popular on the internet for LED lights for coolers/refrigerators. Amazon dominated search for this term, and it was clear that we needed a different marketing strategy.
We rebranded the products as LED Heatsinks, but we left enough of a digital footprint to connect with those who knew the brand as a provider of LED Coolers.
The bottom line is that internet search is driven by language and the language used in your content must connect with the user. As previously stated, it must be relevant.
So, Will I Rank on Google in the #1 Slot?
As stated at the beginning are no guarantees because there are so many external factors but with our research in hand, we can now draft out our rich content to give us a fighting chance. Without this work you will have a very low chance of ranking high.
Remember, the work does not end with the production of the copy because the webpage must be built-out with good SEO practices otherwise, it will be all for naught.
The final step, what do you want the reader to do next?
We have been successful in getting the reader to read our content, but what next?
- Order the product
- Join your email list
- Contact you
- Share the page