If you want to rank higher on Google, it’s critical to get inside your customers’ heads and understand the questions they might ask that your brand can answer. The faster you create content with these questions in mind, the faster you are going to rank higher on Google, get found by people and get sales leads.
If you want to make sure your website, blog and content gets ranked on the first page of Google’s search engine, then questions have to be your focus for 2014.
We don’t think in terms of keywords, so why should our search experience focus on on keywords.
Right now, all content, links, posts, videos and images are attached to keywords. But Google is moving to contextual search and needs those results attached to questions. Google’s Hummingbird update is their effort to retrain us to connect questions with content.
If you were looking for an inbound marketing agency in Westlake Village, you might type “Inbound Marketing Agency Westlake Village,” which doesn’t exactly describe what you want to search. What you really want to ask is, “Who are the inbound marketing agencies in the Westlake Village area?” Or “Who are the biggest, best or most successful inbound marketing agencies in the Westlake Village area?”
The faster you get your marketing team to start creating content with questions in mind, the faster you are going to rank on Google, get found by people and get leads for your business.
Luckily you already know the questions you want to get ranked for. They are the same questions your prospects and customers have been asking you for years.
Do you want to appear on the first page of Google? Then you need to create the content that answers those questions.
Examples of how content answers questions:
- Free Report – The 10 Most Common Creative Services Budgets For A Small Business
- Video – 5 Ways To Ensure You Never Overpay For Creative Services
- E-book – The Comprehensive Guide To Selecting A Creative Services Firm For Your Small Business
- Tip Guide – The 11 Secret Questions You Need To Calculate Your Monthly Creative Budget
- Infographic – A Typical Marketing Plan For Small Businesses
Creating content is the first step, but there is more to do after the content is ready. You need a landing page on your website for the new content to live. The page has to be indexable with the long-tail, question-oriented copy.
You must include a call-to-action button that gets a visitor’s attention. In addition, you need delivery and confirmation e-mails for the content, and a series of lead nurturing e-mails for people who download your content. These e-mails present more content to your prospects as they continue their experience with your business and move through the sales funnel.
If you want leads, this is how you get them. Old SEO tactics are disappearing. Link building, keywords, technical features on your website just don’t generate as much traffic as question-based content on your site and shared via social networks and your blog.