Any professional writer understands that the art of communicating effectively lies in the structure of the information, how points are stated and the selection of appropriate words. A good marketer would add the importance of understanding your audience and positively positioning your solution (and brand). An experienced SEO consultant would delve even deeper to determine what specific keywords your audience would search for to find the solution they seek.
This is a simplistic view of the process, but it illustrates the necessity of using the right terms in order to attract the right audience to your website. And most companies understand this, in a rather simplistic manner. In fact, many SEO companies have a superficial understanding of the role of content on your website, and that can cost you dearly.
Many companies spend a lot of money each month in defining, monitoring, researching, testing, tweaking and tailoring their keywords to increase relevant traffic to their website. This can be a very strategic and effective means to attract prospects. (Actually, I should have used the term ”leads” as that ranks much higher than “prospects” as a keyword.) So we are getting very sophisticated in determining the magic terms to lure leads to our lair. And that is a good thing: leading our market to find the solutions they seek is helpful for all concerned.
The problem, as I see it, is that an intense focus on keywords often seems to hijack the underlying intent. Getting relevant leads to your website is not the end game; effectively communicating your message to your target market is your goal. And too many websites are written to attract the reader, not to engage and inform the reader once they are on your website.
This is the potential “con” in content, attracting visitors with the promise of a solution, and providing an empty experience devoid of any substance or valuable information. When the primary intent is on keywords, websites tend to be repetitive and focus on claims and positioning statements. Ironically, many superficial and sensational terms rate well in SEO. Not because people are searching for empty promises, they simply don’t know enough about the subject to know what they should be looking for. So “top results for PPC,” despite sounding rather spammy or too good to be true, is possibly a good term to attract desperate companies in need of SEO guidance. Let’s assume it is: once the SEO prospect is guided to your website, there should be some information and depth that goes beyond empty terms, promises or slogans. However, if most of your website text is geared to attracting visitors, your content may be superficial and lacking the substance required to convert new leads to customers.
Focusing on keywords to attract new leads is a smart tactic. However you’ll only reap rewards if it is part of an overall content strategy that considers your message and how effectively it is communicated. And that will help you stand apart from much of your competition. Don’t be alarmed by their regurgitation of pre-digested slop or the lack of any new information, insight or constructive value… simply Stay Calm and Content On.