Customer Engagement Content Guide

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Our On-Site Content Process

We follow a multi-step approach to our campaigns to maximise your conversion rate and provide value to your customers.

1. Briefing

Onsite content is content for lead generation, it is what attracts users to your website and what incentivises them to stay and convert. High quality content is imperative when it comes to an effective SEO strategy.

During the creation and optimisation process, before anything begins, the following takes place:

  • Keyword Research, this is a very in-depth process to ensure that the content strategy is fully informed on how users are searching for the product, as well as where the opportunities lie. Ensuring that the keywords are categorised appropriately with consideration of user intent and understanding of the content served to the users within the SERPs.

  • Competitor Research & Industry Deep-dive, analysing competitors and their content, to review the different conversion funnels and types of content available appealing to users. Seeing where websites are currently performing well, and not to identify quick wins and long term opportunities.

2. User Journey

With this information, the next part of the process is to analyse the user journey and consumer behaviour to see what users are interested in, and whether to target long-tail keywords as the most effective strategy, or focus on the big generics.

Typically, in a newer industry sector, such as childrens’ debit cards, the opportunity lies in longer-tail keywords focusing on parenting as there is little search opportunity in the product itself. However, in a more established industry such as car insurance, the focus most likely should be on the generics.

3. On-Page Content Optimisation

Each relevant SEO landing page on a site should be optimised and marked-up correctly to ensure that not only search engines can read it, but that it is accessible to users as well. Some of the key mark-ups we consider are:

  • H-tags (H1, H2, so on.)

  • Relevant copy is within HTML code and is not required to be rendered or hidden within a series of images accessible via flash or javascript.

  • The page is mobile optimised and responsive.

  • Accessible to search engines.

  • Appropriate keyword targeting.

  • Internal Linking.

  • Meta Titles & Descriptions.

  • Image alt texts.

The existing content should also be relevant and contain important information pertaining to the topic written about to ensure that users get what they are looking for when they land on a page. These mark-ups should indicate the content on the page as accurately as possible so that users are not landing on the page expecting something else.

Additionally, content cannibalisation should be taken into consideration to ensure that rankings are not penalised due to duplicate or thin content ranking and competing with each other.

4. Content Creation

Content gap analysis is an important part of putting together a comprehensive content strategy. Understanding where competitors are ranking, and you are not, is vital. Most websites are in a position where they are missing out a large volume of potential traffic because the right content is not hosted on the site.

Not only should the content be optimised and marked-up correctly, but user experience, user engagement and design should be taken into consideration. We ensure that above-the-line content is best optimised for users to convert on any device and understand that the user journey is not necessarily streamlined.

Internal linking should allow for users to create their own experience, as no two users are the same. Our SEO strategy takes into consideration this, and we aim to make content easy for users to digest and navigate, such as with interactive content or video.