Your readers looking, give them what they're looking for.
Potential Customers are Interested in Content
Seeking Webpage Content - It's why customers are attracted to a website in the first place.
- They've got questions
- They want something
- They're just curious
They may be interested, but it's the content of the web page that they'll see.
The Content of a Webpage Should Give Them What They're Seeking
- When people have questions, the content needs to show the answers
- When people want something, the content needs to show they found it
- When people are curious, the content needs to satisfy their curiosity
Potential customers are among the people reading web pages, content that reaches people is content that reaches potential customers.
Reaching People -- Describing How It Works
Douglas Krantz (that's me) writes content describing how it works: He uses language that is understood by people (and customers) outside the industry.
Contact me at firstname.lastname@example.org
Douglas Krantz | Describing How It Works
Keywords are for the Reader
Always keep in mind -- webpages are not for the search engine, webpages are for the reader; keywords are not for the search engine, keywords are for the reader.
Marketing - Outbound vs Inbound
Simplistically speaking, going through the crowds in the marketplace, picking out potential buyers, and showing them the wares is marketing. Here, the seller is picking out who to talk to.
SEO (Search Engine Optimization) Isn't For Search Engines
Search engines don't care about any company's web site; there are far too many web sites. Search engines aren't giving away cash, credit, or even the ability for anyone to stay in business; that's not why they're there.
Use Common Words
The words and phrases we use for everyday communications are shorthand for word meanings. We say "sweep the floor," but what we really mean is
Call to Action (CTA)
The salesman's greeting starts out the conversation with "How's it going?", this requires an answer. The server at a restaurant stops by in the middle of the meal and says
Content That's Worth Something
For content to be worth something, it has to attract the attention of the casual reader. It also has to be interesting enough to keep the casual reader there.