Search engine optimization is more than a buzz phrase these days. It’s the reason people are changing their websites and studying search engine marketing. Yet, it’s no substitute for engaging, quality content.
Drive customers to your site
Briefly, search engine optimization (SEO) is the process of discovering what keyword phrases consumers use when they search the web for your product or services – and adding those keyword phrases to your tags, description and text so search engines find you. It’s the foremost way to drive new customers to your website. If your SEO is done well, your site will be visible in the first page of an internet search. If your SEO is great, your site will top the search list.
Content is still key
However, in our haste to add keywords and key phrases to our html and website text, we often forget that search engines don’t buy from us – people do. What is the point of driving customers and clients to your website if you can’t keep them there?
Quality content is still the key to a successful website. A successful website engages people to read more, connect with you and buy what you’re selling.
Engage readers
Content includes text, images, podcasts and all other media that provides information on your site.
Your content must have a hook. The copy needs to be interesting and easy to read. (Read it out loud to make sure it flows well.) It should be compelling enough for the customer to click through your site and respond to your call to action such as newsletter, email tips, free e-book or shopping cart. If they don’t buy from you today, you want people to at least leave their contact information.
Short paragraphs with summarizing subheads are the best format for easy reading. People tend to glance through a webpage and you want to catch their eye. Long paragraphs of content will make reading feel like work and cause people to leave your site.
Appeal to the customer
Your content should appeal to the needs and wants of your potential buyers. A story that triggers nostalgia and uses the five senses will attract readers and entice them to keep reading.
Some other ideas for good content are:
• Background information on each of your products
• Pages that compare your products to competitors’ products
• A directory of sites related to your product or service
• A glossary of related terms, industry jargon and abbreviations
• Humorous anecdotes about your industry
• RSS feeds related to your industry
• Interesting articles and case studies
• An advice column
• “How to” tutorials
• Product reviews
• Historical data
• Check lists
• Quotes
Keep them reading
Readers like fresh content – a new page, new blog, video, forum or even contests. Remember, you are creating a conversation. You want people to return to your website so it needs to be interesting today, a month from now and a year from now.
User-generated content like that found in blogs and forums gets your readers involved and creates fresh content. You can set up a dedicated area on your site for readers to share with each other. Members can lead the discussion on topics that interest them – plus, you will learn more about their wants and needs. You might also invite respected speakers and authors to write a guest article.
SEO is the second step
Once you have captivating content, you can really focus on the search engine optimization that will drive more people to your site.
Tools such as Wordtracker and Google Insights will reveal specific keyword phrases that people are searching for as well as phrases being used by thousands of other websites. Search for trending keywords that are popular, but not overused. Observe and research phrases from the past year and you will have an idea of your audience’s searching behavior.
With a good combination of interesting content and appropriate SEO, your site will attract search engines – and the people with whom you want to connect. Just keep in mind that your SEO tactics may bring people to your website, but only appealing content will keep them from bouncing to the next site.
If you want to learn result proven search engine optimization course by which you can make your career much bright in online marketing firm just click on SEO Training.

Colleen Wright is the Principal Trainer for Search Engine Academy Northwest where you will learn search engine optimization and Internet marketing techniques that drive traffic and sales to your website. For more information, Click on SEO Training.