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Let the User Optimize Your Website Content

content optimization - users are king

What is the usual way of content optimization?

You follow the traditional method of SEO. You check up keyword tools, select keywords, develop content on those keywords, optimize your website on those keywords and keep your fingers crossed for the search crawlers to recognize and appreciate your effort! What it means is that this type of content development is all about YOU.

The SEO process

User Intent is Very Important in content optimization

That is not how Google views the online content scenario. Google wants to make searches all about the user. That is why it is concentrating hard on getting the intent of the user right. That is why it wants the user to find what they are looking for quickly and more effectively. If the Big Daddy wants to look after the user and put the nameless faceless entity on the other side of the digital screen in the driver’s seat, who are we to do anything otherwise?

There is another observation I want to make here. It is rather interesting. Most of the optimization of the website, on page and off page, is done before a website is launched. This is before the users come into the picture. As a result, the optimization has nothing to do with the users who are actually using your website. In other words, the user factor is not even considered in the optimization process. It means that the input of the user, their likes or dislikes and other aspects are not part of the decision making process about the optimization.

Target your customer first to better understand the user intent

Yet, digital marketers and SEO enthusiasts shout themselves hoarse about user experience! It is a rather ironic scenario.

What is the usual way in which you optimize content? You follow the traditional method of SEO. You check up keyword tools, select keywords, develop content on those keywords, optimize your website on those keywords and keep your fingers crossed for the search crawlers to recognize and appreciate your effort! What it means is that this type of content development is all about YOU. That is not how Google views the online content scenario. Google wants to make searches all about the user. That is why it is concentrating hard on getting the intent of the user right. That is why it wants the user to find what they are looking for quickly and more effectively. If the Big Daddy wants to look after the user and put the nameless faceless entity on the other side of the digital screen in the driver’s seat, who are we to do anything otherwise? There is another observation I want to make here. It is rather interesting. Most of the optimization of the website, on page and off page, is done before a website is launched. This is before the users come into the picture. As a result, the optimization has nothing to do with the users who are actually using your website. In other words, the user factor is not even considered in the optimization process. It means that the input of the user, their likes or dislikes and other aspects are not part of the decision making process about the optimization. Yet, digital marketers and SEO enthusiasts shout themselves hoarse about user experience! It is a rather ironic scenario. Keeping this in mind, I have come across some methods by which you can pull yourself out of this warp. The core purpose of this process is to optimize the page from the user’s point of view. How would your user optimize your web pages if they could have a go at it? That is what you should think about. It is not difficult or doing something drastically different. It is simply a case of preparing your site’s SEO from the user’s viewpoint as opposed to yours. Start off by marking out the web pages in your site that do not perform as per expectations. There is no rule that says that high performing pages are better in content quality than these other unfortunate pages that do not make a mark on either the SEO scene or on the mind of the user. However, there must be something amiss that is drawing away the potential of these pages. What can it be? It is usually the mismatch between the intent of the user and the content that you are providing on that particular page. For example, if the user visits the page expecting tips on how to buy a smartphone, they end up finding a list of smartphone dealers in their locality. That may be helpful for them eventually, but that is not what they are looking for when they visited your page. These cases are very common especially when you optimize on generic keywords. You need to pull up the content on these pages and design them for user satisfaction and need. The pages must have the ability to match up to the expectations of the user. You can tweak meta tags, title and descriptions, along with the call to action (CTA). Additionally, help users close a task to completion. Users need a little nudge towards finality. Help them achieve that end through your content and page designing. Once you have evaluated the content through the prism of the user, submit them for reindexing on Google. The validation of the process and its success or otherwise is immediately available! You can see the results in a short time. When you get the results, usually in a day or two or even lesser time, it is time to measure the indices again. Find out the degree of engagement, like click through rates (CTR) or conversion rate. If the results are at par with your expectation, keep moving ahead. Otherwise, tweak things around and test again. It may be that you don’t get it right the very first time you do it. But I’m convinced that this is the way forward for SEO in 2016.

Keeping this in mind, I have come across some methods by which you can pull yourself out of this warp. The core purpose of this process is to optimize the page from the user’s point of view. How would your user optimize your web pages if they could have a go at it? That is what you should think about. It is not difficult or doing something drastically different. It is simply a case of preparing your site’s SEO from the user’s viewpoint as opposed to yours.

Start off by marking out the web pages in your site that do not perform as per expectations. There is no rule that says that high performing pages are better in content quality than these other unfortunate pages that do not make a mark on either the SEO scene or on the mind of the user. However, there must be something amiss that is drawing away the potential of these pages.

[ Related course: Check out our online SEO training course ]

Don’t optimize for generic keywords

What can it be? It is usually the mismatch between the intent of the user and the content that you are providing on that particular page. User intent and content optimization are highly interlinked for better search ranking.

For example, if the user visits the page expecting tips on how to buy a smartphone, they end up finding a list of smartphone dealers in their locality. That may be helpful for them eventually, but that is not what they are looking for when they visited your page. These cases are very common especially when you optimize on generic keywords.

You need to pull up the content on these pages and design them for user satisfaction and need. The pages must have the ability to match up to the expectations of the user. You can tweak meta tags, title and descriptions, along with the call to action (CTA). Additionally, help users close a task to completion. Users need a little nudge towards finality. Help them achieve that end through your content and page designing.

Content headlines

Once you have evaluated the content through the prism of the user, submit them for reindexing on Google via Google search console . The validation of the process and its success or otherwise is immediately available! You can see the results in a short time. When you get the results, usually in a day or two or even lesser time, it is time to measure the indices again whether your content optimization techniques are working or not. Find out the degree of engagement, like click through rates (CTR) or conversion rate. You must target for better CTR.

content writing is an art

If the results are at par with your expectation, keep moving ahead. Otherwise, tweak things around and test again. It may be that you don’t get it right the very first time you do it.

Want to read our other blogs about ORM and Ecommerce content optimization?   

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