It’s a funny old world this modern completely internet connected place is, and one of the biggest drivers for the internet is the “arcane art’s” of Search Engine Optimisation (or SEO, which is an acronym that I’m sure we are all painfully familiar with).
Unfortunately it’s something that is hard to understand for the average person (even for technical people sometimes too) and as a result we all tend to shrug these things off. After all it’s really easy to do when you don’t really understand the process.
So when it comes to SEO what’s one of the key things that you should be doing?
Write more engaging content!
Most SEO professionals when asked, will almost immediately (after all the technical stuff) jump to trying to write more engaging content to connect with your customer base. And that’s all well said, and in theory a pretty good idea. But in the end, just what the heck is “engaging content”?
Simple question, but really hard to answer, because it means so many things to so many different people. And it can be a hard thing to do. Writer’s block tends to curse us all with over thinking.
Picture the following scenario. You’ve decided you want to engage more with your user, to drive more traffic and generate more interest in your site, so you want to write some engaging content to make people talk and share. You get in, and sit down at your laptop, cup of coffee by your side, fingers poised over the keyboard, ready to write a virtual masterpiece of wit and humor that gets people talking about your brand, when suddenly, BAM! Brick wall! Where do you even start?
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Why a story?
For starters I’ll let the stats speak for themselves. Buffer did some great testing and found that posts with a story to them had on average 296% more full page readers and a 520% increase in time on a page, than the exact same content without the story. You can read the full article they did here (https://blog.bufferapp.com/power-of-story).
And you know what? It works. We instantly become more engaged if there is a dialogue, and something to follow rather than just a boring listing of “do this do that, here are the stats BLAH BLAH BLAH”. We don’t want to hear that.
We are social creatures and a story or dialogue is inherently social, people want to listen then, and they want to take part.
So get your readers to take part in your sites content. Tell them stories and engage them in dialogue and watch your site traffic start to grow as a result of this.
So what should I do next?
Start by reading the article Buffer provides on the power of story. It has some fantastic tips for you about the process of creating more “story/dialogue like” content.
Then get yourself a topic to talk about. Something that relates to your business, or maybe even something a little off the normal. Just make sure that what you are talking about is informative or relevant (no one wants to hear your funny story about the time you got a pickle stuck to your nose!).
And then last but not least, actually talk about your content! Remember to create engaging content you want to be telling me a story or engaging me in conversation, either way treat it as though you are talking to me, otherwise I’ll just get bored and go away!
Just remember though, that talking to your audience takes time, and to start with you might have a smaller audience than you’d think. However good, engaging content, goes a long way to improving your social relationship with your audience, and will start to build it.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]