Especially during these times while we are in the middle of this pandemic, brands should be focusing on having a positive impact to their seo, not solely because it is what they should be doing, but it also helps improve sites’ performance. All brands should put their user first and ensure they are serving the content their consumers want to consume.
Becky Simms and Gino Romagnuolo shared a lot of tips on Tea Time SEO. If you missed it, read the presentation on slideshare or watch their talk at any time on our YouTube channel. Becky has also further expanded on her talk in the post below:
Brands should focus on incremental positive impacts
My Tea Time SEO session about ‘how brands can focus around having a positive impact to their SEO right now’ was focused on the incremental positive impact we can have by thinking of our users more. Without our audience, we don’t have a strategy, so it is fundamental that we keep the users central to all of our decisions, be that the design of a page through to the words we choose to articulate our message.
We started the session with a game, which demonstrates that the more we make a user think, the more memorable that piece of content becomes. This goes against the grain for what many of us are taught – ‘don’t make users think’, ‘make the journey frictionless’ etc etc. But actually a bit of friction is good as this is where memories are created.
My next ask of the audience was to think about how human their content is? We often end up ‘churning’ out content and not really putting the focus on the user that we are hoping to read the content. As we all know, content is at the heart of SEO and with Google’s BERT algorithm update we know that Google understands context better than ever. This is great news for us as SEO’s, as it means we really can put the user at the heart of our content. For me, more human content results in better conversions, better connection with your audience and better memorability. Great content is what helps to build relationships with your audience and for many businesses these relationships are what we crave to build our brand and loyalty from our clients.
Measure content against psychological theories
At Reflect Digital, we have built an awesome (yes I am biased!) free to use tool called ratemycontent.co.uk which is super simple to us. The idea of this tool was to take psychological theories and create a way of measuring your content against these. It is easy and fast to use and puts a number of different lenses on your content.
The tool gives you four different scores, plus an overall score.
1. How engaged is your content?
The first is based on how engaging your content is – so at the worst level you can get a boring score and at best an engaging score – apologies for any boring scores don’t be disheartened, no-one is immune to it – I promise! The bore-o-meter is looking at how many descriptive words you are using in your content, how colourful your language is. We are looking to really expand our vocabulary here and ensure that we are inspiring our audience with language that is fun to read.
2. How selfish/selfless is the content?
Next, we have a selfish or selfless score, this is looking at how much you are talking about your own business or your client/customer. There is a chance you will get a balanced score here as well. Most important to note with this score is that it really depends on context, if you are running your ‘about us’ page through the tool, then you would expect you might get a selfish score. But, if it were a service page, then you really want to be outside in, not inside out. So putting your customer’s needs first and then addressing how your solution helps but ensuring the customer is at the heart of the content.
3. What is the kinaesthetic score of the content?
We then have a visual, auditory and kinaesthetic score. This is looking at your use of visual (I see what you are saying), auditory (I hear what you are saying) and kinaesthetic (I feel what you are saying). The idea here is that we all have a bias between the three different types of language, so ideally we are trying to ensure we create a balance across our content to appeal to all users. We have some examples of words below.
- Visual examples: see, show, dream, horizon, observe, foresee etc.
- Auditory examples: announce, hear, mention, state, tell, listen etc.
- Kinaesthetic examples: feel, motion, build, support, foundation, active etc
4. Dynamic score or the present/future-focused score of the content
Finally, we have the static or dynamic score, also known as the present or future-focused score. This score is looking at your use of language to see how much you are speaking in the now, or inspiring your audience about the future. There is no right or wrong here, it will very much depend on your type of content and you may also get a balanced score. We tend to see product content can be quite present based as it is more feature/benefit led and then service type content us more future-focused as this is looking more about future impact of the service.
Think about users more and make our content reflect that
Underpinning my talk was this idea that we need to think about our users more and not just in what they want to hear from us, but in how we write our content – are we being inclusive enough, engaging enough and talking about them enough? So for anyone with extra time on their hands currently, for me, the biggest win you can have is taking some time to look at your content and refreshing it to ensure there is a human focus. Every piece of content should serve a purpose for your strategy but most importantly for the users who are giving up their time to read it, therefore it is only fair we make it engaging and interesting for them.
I hope you have found this useful and that it has given you a new way to consider with regards to how you write your content. And now it is your turn to rate your content on our website to see how you stack up! If you have any questions, then I’ll be more than happy to help, just get in touch via LinkedIn.
Thank you Becky for coming on the show and sharing your insights. If you would like more helpful tips on different aspects of SEO, read Dylan Adamek’s post on bad links and how to stop building them and Silvia Sanna’s recommendations on how to optimise for voice search.
Don’t forget to sign up to Tea Time SEO to keep up to date with useful insights you can implement today. See you on Mondays and Thursdays at 4pm BST on our YouTube channel.
Image credit: Photo by Katrin Hauf on Unsplash