Search Engine Optimization is one of those 'duh' decisions. Of course you do it. By using the right keywords in headers, links and copy, you rank high on google and your site gets more hits.
All well and good. But SEO will only get people to your site. It won't keep them there, or move them closer to a purchase. For that, you need Content Optimization, or CO.
CO is about what marketing and sales have always been about. What's your message? Is it clear--and will people care? How do you present it? How much do you tell? In what order?
The beauty of the internet is, you can answer these questions in dynamic ways that weren't possible even a few years ago. Here are 3 things I recommend to optimize content:
- More links across more pages is better than everything on one page. Make every page dynamic and deep. Create as many pages as needed to organize each part of your story and give visitors the freedom they need to feel satisfied and in control.
- On home pages, rotate different types of messages and track results. You may find that some messages make your site more sticky than others.
- Rotate in new customer stories to highlight on your home page on a regular basis. Updates help your site rank higher, and people always want to hear from other customers. (Make sure it's an interesting story, not a technical manual!)
In other words, your home page, and all your other pages, need to sell like crazy (CO)--while using your keywords in headers, links and copy (SEO).
Learn more about my writing and editing services at www.westcopy.com.
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