There’s this notion that capturing a top listing on Google for a plum keyword will instantly translate into success for your business. That traffic will beget riches. That idea couldn’t be more wrong, and the following infographic illustrates the limitations of SEO.
Yes, you can get crappy content to rank well. But a top listing doesn’t guarantee that customers will be convinced to buy after reading your crap. What needs explanation beyond the visual are the differentiation points between compelling copy versus bad content.
What is bad content?
Copy focused only on touting the product is garbage. XYZ solution is jam packed with so many features that you just have to buy it! It makes you wonder who this content is supposed to please, the customer or the HIPPO.
Then there’s content that just isn’t important to your customer. The buyer may understand the point you’re trying to make, but they don’t care or fail to realize how your product will provide measurable outcomes.
What is good content?
Compelling content begins with a solid understanding of your market. It has to be relevant to your customer’s highest priority needs. The content should help them learn and visualize solving a problem while clearly positioning your company as the best vendor to achieve that outcome.
It’s the combination of persuasive content with SEO that will drive results for your business.