What is Relevant Content Anyway?

February 2, 2012 at 4:27 pm | Posted in Analytics, Digital Marketing, Relevant Content, SEO | 6 Comments
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Relevant Content

Relevant, relevant content, relevancy. These have become very popular buzz words in the digital marketing industry lately. But the truth is—relevant content can have varying definitions depending upon who you’re talking to. If you ask a SEO expert, relevant content is content rife with carefully selected and researched keywords designed to rank their website high on search engine results pages. For eMarketers, relevant content is the kind that will add value to their product or service, thus increasing their bottom line. Both of these are valid definitions of relevant content, but neither of them really gets to the crux of the issue.

Relevant content is content that the web user finds informative, engaging, helpful, or entertaining.

This is the very reason websites that use such content are rewarded with priority placement on SERPs. Search engines value relevant content because of their commitment to a heightened user experience (at least that’s what they say although Google hasn’t lived up to that standard as of late). At any rate, websites who use heavy keyword integration don’t rank high because of the keywords; they rank high because they have found a way to (in some cases) fool the algorithm into “thinking” their content is relevant. Is it possible to use SEO practices in an ethical way that doesn’t mislead the web user? Absolutely! But at the end of the day, it’s the true meaning of relevant content that keeps visitors coming back and increases conversions.

Relevant content is what the web user finds compelling.

Web marketers have an eye on their bottom line. There’s nothing wrong with this, of course—that’s their job. But do these digital marketers have it right, or are they missing the mark? Is the content they deem to be relevant also relevant to their target audience?  And what about the different segments of their target audience? Is each need and desire being addressed? Whether your area of expertise is SEO or more general web marketing, there’s one thing that’s for sure: in order to know what’s relevant to your customers, you have to first get to know them and then use what you learn to create content that different segments of your market will find relevant to their unique wants and needs. Here are a few tips to help you do just that:

  • Use your data. Yes, analytics is important in order to determine which campaigns are working and which should be scrapped for newer models, but are you really using this data to your full advantage? If you’re not using a tool to help you breakdown IP addresses and get to the root of who your target market really is, then you’ll never succeed at reaching them where they are, no matter how interesting and effective you think your content is.
  • Be considerate. Being considerate of your customer’s time is a tried and true marketing practice. Why? Because it works. How can an eMarketer be respectful of a visitor’s time? By cutting the fluff. Don’t worry, I’m not suggesting you create less content—contrary to popular belief, less is not more when it comes to web content. What I am suggesting, however, is that you figure out what your web visitor is looking for, and present them with only this information. There are ways to do this instantly—as soon as the visitor lands on your site—and it will help your visitor zero in on what’s important to them, and then take the next logical step towards conversion, whether it’s to make a purchase, fill out a form, or subscribe to your newsletter. In this regard, what’s good for the customer is also good for your bottom line.
  • Don’t go it alone.Depending upon how many web visitors you have (and for your sake, I hope it’s a lot), the thought of displaying customized content for each of them may seem overwhelming if not impossible. Luckily, there are tools available that can help you accomplish this goal with very little effort on your part. So, before you give up on the idea or attempt a do-it-yourself job, consider a content optimization service that can all but do it for you.

If you’re interested in learning more about Relevantor’s content optimization service and how it can help you display relevant content to each of your online visitors, visit our website or request a demo today.

Efi Rodik
Co-Founder & CEO
Relevantor LLC


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