By Gregory Smyth
Knowing your customer and selling the product’s benefit and not the product itself to the customer are basic marketing rules. Not many people care about the streamlining of a vacuum cleaner bag, but there are plenty of overworked parents who care about how much time it takes to vacuum the house. This basic marketing concept is employed by all successful websites: create quality content that brings great search engine optimization results, and perhaps even the holy grail of digital marketing services … the top Google ranking, and shows up on AI answers. We look at how to modify your webpage content for not only for search engines, and AI crawlers but also for the readers to be benefits.
Content is King in AI SEO
Quality content becomes far more important than ever in the search engine game after the introduction of Google’s AI Overview, and the rise of LLM chatbots. As the AI becomes the personal advisor for every user, especially for the younger generation, your brand should be visible and have positive influence. You should create content that not only answers the customer’s problems, but also increases your brand mentions at the same time.
Apply the “What’s in It for Me?” Rule
It is known as the “What’s in it for me?” rule, and copywriters live by it. Before creating any content, answer this question: “what value will the customer get by reading your content?” You need to be able to put yourself in your customer’s shoes, forgetting everything you know about your business, to write effective website copy that is really helpful and solves the problems for your readers.
You can market to one of several desires in your customers: health, wealth, good relationships, or sex. Digital marketing, to combine with these, is often even more effective — so long as you are able to maintain specific branding.
If your customers are looking for job-related content, you will be using at-work emotions in your digital marketing strategy and search engine ranking optimization campaign such as: the ease with which work can be performed, the security of a job, employee or company greed for a better salary or bigger profits, power in the workplace, or ego — having your performance recognized as better than others by your peers.
Write Content Through the Customer’s Lens
Every word of copy you write for your website should be filtered through the automatic “Why do I care?” screen, with you thinking as a customer would. You often need to go a step further words that people use in their searches instead of the technical terms for a phenomenon or event. For example, airlines use the words “low fares”, but customers search for the words “cheap flights”. Most digital marketing agencies use the keyword research tools to discover which words your customers use to find you and your competitors, and help you integrate these keywords into your copy. However, repeating the keywords is not working any more. Therefore, make sure to use the semantic and related keywords instead of repeating the keywords that you want to rank. At the end of the day, a copy that is valuable to the customers wins in the long run.
Use Customer Profiling for Targeted Marketing
Internet marketing services often do customer profiling, or creating personas, as it is known among internet consultancy services. This involves putting a gender, age, and other demographic profiles of your typical customers. This allows your digital marketing strategists to devise campaigns that really get results. When you have personal information for your site, you are not assuming you know your customer; you really do know your customer. By doing customer profiling, you could also create a personalized experience and content that really resonates with your customers.
Even Google advises this in their quality guidelines for webmasters, asking them to “make pages primarily for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users”. Nothing annoys a user more than not finding the content or information they were looking for. Google’s words of wisdom continues: “Another useful test is to ask, ‘Does this help my users? Would I do this if search engines didn’t exist?’”.
Businesses must have expert help in writing their website content. Techniques such as keeping one idea per paragraph, writing in the inverted pyramid style, and with highlights like highlighted text, extra subheadings, and objective language build your opportunities to connect with consumers and require expert implementation.
