Why Every Single Word You Publish Matters Hugely
Every single element of your content serves a purpose. If you craft your content with purpose and strategy, your online presence will have a much more difficult time becoming successful. Everything from the way your headline is crafted, to the tone you write in, to the keywords you select– even when you don’t realize it, every word matters.
To break down the seriousness of content, it is important to understand it through two different perspectives: your consumers and your business’s visibility.
First and foremost, the way you write should be appealing towards your targeted community. If you aren’t engaging your customers with your words, you will not have a high conversion rate on your website. Whether you are writing a blog, social media content, website content, or any other type of writing, the goal is singular: to generate awareness that results in qualified sales and leads.
Your writing style should take a methodical approach that captivates your audience. Here are a few tips and tricks to pay attention to:
● Give them what they don’t expect – most viewers will go on to your website with the mindset that they won’t see anything surprising. When individuals evaluate a message or advertisement, they will consider your message systematically and analytically.
The main goal with writing is to disturb the normal thought process. Essentially aim to slightly confuse the reader enough that they really think about what you are saying. The most famous example of this writing style was crafted by marketers Davis and Knowles. In an attempt to earn money for a fundraiser, rather than asking for $3, Davis and Knowles asked their audience for 300 pennies.
Another example is a cupcake company who sold their products as “halfcakes.” These examples are just enough to break a normal thought process while still providing an intelligible message.
● Sell “FoMo” – or Fear Of Missing Out. Selling to a pain point, such as fear, is a great strategy to instill urgency in your reader’s mind.
As you should know, every website needs to have a call to action. A call to action is what will entice your readers to take the next step and turn from a website lurker into a consumer. Great verbiage surrounding a call to action is to create a fear of missing out. Think of catchwords like “A Limited Amount Available” of “Almost sold out!”
● Pay attention to words that grab your viewer’s attention — recent studies have shown that blogs that get re-posted most frequently share similar patterns of words throughout the content and title. Some of most shared words on Facebook are: “people,” “see,” “one,” “make,” and “day.”
● Lastly, remember your content is essentially your sales pitch. Make sure your message is clear and directs your customers to where you want them to go. The content that your readers are seeing and responding to is only one half of the content creation.
Another perspective to take into consideration is how you are crafting your content to ensure that you are visible. Here is what happens every time you publish written words on a search index.
● The search engine reads your article.
● The search engine then determines your keyword density. Keyword density is the amount of times your keywords appear throughout the article. Let’s say your keyword phrase is “restaurant in Chicago” and that phrase appears 4 times in your 700-word article. That would give it a density of about 1.7%. (12 [or 4 times the phrase appears multiplied by the 3 words in the keyword phrase]/700 = 1.7%).
● After measuring the keyword density, a search engine then picks out the words and phrases with the highest keyword density and uses those to determine what the article is about. After determining the keyword of most relevance in your article, the search engine determines what related terms to expect in correlation to your popular keywords. If related keywords are not found in your article, your relevancy score will decrease. A lower relevancy score will thus make your website less visible to those searching for your product or service.
The keywords are only a small part of the “behind-the-scenes” content that a website developer needs to pay attention to in order to ensure maximum visibility. In conclusion, social media, blogs, and website content are more than just words. They need to be carefully thought about in order to build a proper online presence.