Write SEO Content for Your Visitor`s Goals
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How do your website’s visitors spend their time online? That can vary not only from person to person, but at different times with the same person. Why? Users pursue a variety of different goals. If you keep this in mind, you can write effective content to optimize your site for the most likely goals.
Stoney deGeyter covered this topic recently. He approached it from the perspective of building a mental image of visitor “personas.” You form a persona based on a visitor’s motivation. What do they need? Why are they on your website? Once you can answer those questions, you can think about what kind of content will help your visitors, and create it accordingly.
I don’t disagree with deGeyter, but I like to think more in terms of goals. If you really want to try to think like one of your customers, don’t just ask yourself what they need; ask yourself what they’re trying to accomplish. If your website is set up with analytics that let you track user behavior, you should be able to figure this out. Careful examination of your analytics data may also give you clues as to how your visitors hope to accomplish their goals. Understanding the “how” as well as the “what” and “why” can really assist you in creating content geared to your visitors’ needs.
By the way, you’ll need to accept that your visitors’ goals are THEIR goals, and not necessarily YOURS. Not all or even a majority of visits to your website will end with something you consider a conversion. Your visitor will consider her visit successful if she accomplished her goal – and may come back the next time she needs to do something related to your website’s topic. On that visit, or a subsequent visit, she might well convert (by your definition). If you make it as easy as possible for her to meet her goals, in her way, you’ll encourage her to come back and eventually meet your goals – when your goals and hers complement each other.
So, are your visitors looking to be entertained? Do they want information? How much do they care about getting the latest and greatest thing? Will just about anything do the trick? Why are they on your website? Before your head starts spinning with all of the possible reasons a visitor might have for dropping by, remember that you can help most visitors best by focusing on the basics. “Because there can be dozens, if not hundreds, of reasons a visitor might be coming to your site, it’s easy to get bogged down in trying to develop a persona for every possibility. Don’t get stuck in that trap. With a little work, you can boil everything into a handful of personas that you can use to craft content that meets virtually all of your potential customer’s needs,” deGeyter explains.