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Section 1: Web content and your business | How to get sticky and go viral
But if you create a story it might attract attention, be remembered and passed on. You might talk about the photocopier as “Your most valuable player ”: always first in, last home, works throughout the night, no holidays, never stops, most fun at office parties. Or take a photo of a copier with a sumo wrester sitting on it and copying his butt. Headline: “Will it copy?” Show the answer.
Stories also help create action from your readers. If you tell a great story in which a character uses your product, readers can picture themselves doing the same. That puts them one step closer to buying what you’re selling. Always a good thing.
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Recipes
Section 2
Serving up well written, well planned content will help you attract traffic to your site. In the second half of the book Rachelle Money outlines 21 content ideas - a mixture of real-life examples, successful case studies, and hot tips that will help you cook up attractive fare for your site’s visitors.
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Answer your customers’ questions
People have a ton of questions about all sorts of things. They want answers and often go to a search engine to find them.
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By answering their questions, you’ll create interesting copy and attract relevant traffic to your site.
Find the right questions
Come up with the right questions, provide clear answers and you have some very useful content. That’s why pages with Frequently Asked Questions (FAQs) are so popular. iPod manufacturer Apple uses questions and answers to create content. It’s a means of helping customers find answers for themselves and saves on support costs. Apple’s Podcasts page addresses each question in just a few sentences and, for those fans of podcasting who need detailed information, links to Apple.com’s podcasting tips page.
Providing FAQs is a good start, but they don’t help people who have never heard of you. To reach new customers, you need to know what questions they are asking the search engines.
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Wordtracker’s Keywords tool
The Keywords tool from Wordtracker gives you access to a database of search terms; it is a great tool for finding the questions your customers are asking.
When people enter a question into a search engine, they ’ll normally enter long queries – made up of several words. So if you optimize for specific questions, you’ll pick up traffic for some of those keywords. For example, when you publish an article on ‘How To Write A Business Plan’, not only would you pick up traffic for that popular question, but also for ‘write a business plan’ or even ‘business plan’.
Keyword Questions tool
If you don’t have a full subscription to the Keywords tool, don’t despair, there is another option. You can enter questions, one at a time, into Wordtracker’s free Keyword Questions tool . It gives you access to a sample database of the questions that people use in their searches. Or you can take a free 7-day trial of the full Keywords tool .
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Section 2: Recipe No. 1 | Answer your customers’ questions
Hot Tip
A real question usually contains more than one keyword. Use
your question as the headline. Optimize the rest of the page for the same keyword phrase that appears in the question and you’ll improve your search engine rankings.
Wordtracker’s free Keyword Questions tool
Questions in action
Let’s put this tool into action. If I owned a jewelry business it would be a good idea to type in ‘ jewelry ’ into the Keyword Questions tool. Here are the top five questions out of a listed 100.
1. How to make jewelry
2. How to make beaded jewelry
3. Where can I sell my gold jewelry
4. How to clean silver jewelry
5. How to make spoon jewelry
It’s clear that potential customers are asking questions about making jewelry (even from spoons). So, you could use these kinds of keywords in your article. A category page called ‘How Do I Make Jewelry?’ would be great along with specific pages on how to make beaded jewelry/clean jewelry/spoon jewelry.
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Section 2: Recipe No. 1 | Answer your customers’ questions
For many people, writing a 1,000 to 2,000 word article is time-consuming and difficult. Providing short answers to several questions about your products or industry is much easier.
Using longer keywords
Now let’s go a little deeper and use more than one keyword. I typed ‘ silver jewelry ’ into the Keyword Questions tool. Here are a few of the more interesting questions:
1. How to clean silver jewelry
2. How to make silver jewelry
3. Is my sterling silver jewelry worth anything
4. How to make silver spoon jewelry
5. How to buy silver elephant jewelry wholesale
Create content using questions
Once you have a list of questions, sift through them to find the most relevant. Then decide how you are going to answer the question.
If I were running an online jewelry store, I’d take the first question ‘How to clean silver jewelry ’ and give step-by-step instructions on how to do just that. You could publish a photograph of a piece of tarnished silver jewelry to show the before and after effects, or make a video showing customers your techniques and the products you use, and then provide a link to related products or content.
There are a number of ways to present your answer. You can:
• Create one web page or blog post per question
• Group similar questions together on one page
Wordtracker ’s Keyword Questions tool can become addictive — just think of the content you could be writing that would benefit your site and its customers.
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