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3 Ways to Bring Emotion Into Your SEO Content Strategy to Build Brand Awareness and Trust

Emotions are a content marketing tool which SEO’s today can’t overlook. How we feel about a company determines whether or not we are compelled to share information about them and whether or not we bond with their brand.

This is especially true for companies which offer intangible merchandise, such as services. Selling intangibles is based on trust. You can earn that trust through emotional ideas presented through your digital content strategy that are shareable or by incorporating fear into your web content as a means to create an affiliation with your brand.

Did you know? A recent study suggested we’re only capable of 4 basic emotions:

  • Happiness
  • Sadness
  • Anger / Disgust
  • Fear / Surprise

Each of these four basic emotions have their place within SEO content strategies for promoting businesses. Consider the following three ways you can incorporate these emotions into your website content strategy.

1. Feelings are Trusted First & Thought About Second

The emotional aspects of our brain process information in 1/5 of the time it takes our cognitive processes to assimilate the same information. We immediately experience elation before we’ve had a chance to acknowledge or evaluate content.

Emotions are directly related to our evolutionary development. Auto-detecting emotions are hard-wired into us. We have learned to trust our emotional aptitude. Those instincts are what keep us safe and motivate us to share events or information with others.

Incorporating emotion into web or Facebook content strategy provides an incentive for visitors to convey your content to family, friends, and associates.

2. Happiness Inspires Social Sharing

Positive articles and images stimulating emotions are trusted and shared more frequently. Affirmative content makes us feel good, compelling us to express our elation to others. This exchange of energy intensifies our pleasure.

Remember the last time you shared a crazy cat video or upbeat story with someone? How did you feel after you pushed Send to email the link?

Selling intangibles is accomplished by developing the premise of trust to establish client relationships. Incorporate upbeat and affirmative ideas and stories when creating a content strategy. Positives are more likely to stimulate site visitors to share this content with others.

3. Safety Inspires Brand Affiliation

People who watch films which incite the feeling of fear experience a closer association with a brand presence (when there are no people nearby with which to share the event). Individuals who watch fearful movies encounter stronger brand affiliation than if they were watching films which evoke sadness, excitement or happiness.

Insurance companies create commercials involving auto accident scenarios to promote their policies. Fire safety equipment companies develop advertisements in which disaster is averted by using their solutions. Alarm companies introduce their merchandise as remedies for home or business break-ins and invasions. They are all using fear to sell their products.

In each instance, the premise of injury and loss are used to incite fear within the potential client. Fear motivates viewers and readers to correlate a solution with a company and enforces their brand awareness. If it is applicable to your company, use fear when developing a content strategy to create bonds with potential customers.

Emotions Gain Trust and are Excellent SEO Content Strategies

Don’t underestimate the power of human instincts. They motivate us to pass messages to others and create strong emotional connections to brands. Provide site visitors with a reason to trust your product or bond with your brand and your marketing efforts become a whole lot easier.

Introducing heartwarming stories into your arsenal of SEO content marketing tools provides site visitors a reason to share with others. In the right setting, inciting fear in your articles (where applicable) can create strong brand associations.

Reputation Marketing is also an important strategy to consider if you’re looking for more business leads. For more details on emotional content strategies for marketing your services, contact 1st on the List today at 1-888-262-6687.

Check out some of our other recent SEO Content related articles:

3 Simples Ways Improve Your SEO Content Writing

Several months ago, I read The Life-Changing Magic of Tidying Up Your Writing by Karen Hertzberg. It contained valuable information on being frugal with words that has changed the way I think about writing.

Her main idea was to groom your blog and content writing down to the bare minimum. Writing less becomes more appealing to readers. Ideas are presented more clearly. There is less opportunity for confusion. Minimalism helps your content get noticed.

“Writing less becomes more appealing to readers.”

Here are my three takeaways to pass onto you so that you too can improve your SEO content writing skills.

1. Remove Content Qualifiers from SEO Content

User attention span has shortened. Online article volume has increased exponentially. Long, rambling columns lack attraction. Help readers get through your narrative easier. Enhance your theme with fewer words. Say less, mean more.

Shorten content by removing superfluous qualifiers. Get to the point quickly. Waste less of your readers’ time. Some words and phrases to slash include:

  • As much as (phrase)
  • Believe (verb)
  • Can (verb)
  • Could (verb)
  • Like (verb)
  • May (verb)
  • Might (verb)
  • Possibly (adverb)
  • Really (adverb)
  • Up to (adjective)
  • Very (adverb)
  • Virtually (adverb)

Use replacement words and phrases. Dust off your Thesaurus. Use synonyms instead of words in the list above.

2. Eliminate Blog Adverbs, Conjunctions, Empty Phrases from SEO Content

We’ve all used them, sometimes as emphasis. Even to bump up the word count. Words and phrases below are reference points as to what you can exclude from your writing.

  • Actually (adverb)
  • Because of (phrase)
  • Currently (adverb)
  • In order to (phrase)
  • Presently (adverb)
  • Start to (phrase)
  • Suddenly (adverb)
  • That (conjunction)
  • Therefore (adverb)

3. Eradicate Repetition and Tautologies in SEO Content

Needless repetition is unprofessional and lazy. Comb blog and page content for extraneous statements and redundant phrases (tautologies). Dismiss them from your work. Obliterate examples such as those below:

  • 2:00 m. in the morning
  • Added bonus
  • Baby puppy
  • Completely devoid
  • Duplicate copy
  • Final outcome
  • Future prospects
  • Honest truth

Purifying Article Messages

Learning to purge your writing of wasted words will take effort. Gradually remove terms and phrases daily which inhibit clarity. Always evaluate your work and make improvements.

The benefits of doing this can include:

  • Stronger message.
  • Readers grasp concepts faster.
  • Google appreciates succinct content.
  • Ideas are more ordered and simplified.
  • Structure makes your subject matter easier to rank.

For more tips from our SEO content writers check out 16 Insanely Smart Small Business Blog Ideas.

If you have questions about improving the SEO content writing on your website or blog, call us at 1-888-262-6687 or email us at contact@1stonthelist.ca.

A Winning SEO Strategy from the Get-Go

Looks matter.

But as all of our mothers told us as children, Never judge a book by its cover and It’s what’s inside that counts.

Think about a house built without a solid foundation – it’s just waiting to blow down with the first change in the wind or a sudden rainstorm. Websites are much like this. Without the proper structure and design, functionality and search visibility they are prone to sub-par results or worse yet – failure!

In this article we discuss several topics you should consider before jumping into a website design or website redesign, including:

  • How SEO from the start will save time and money.
  • How SEO reveals your target market.
  • How SEO builds a content strategy based on your target market’s needs.
  • How SEO works when the website is still in the design phase.
  • How SEO at the start ensures you will have enough money to properly optimize your website.
  • Why you need your web developer, designer and SEO to work together for maximum synergies.

SEO from the Design Phase Will Save Time and Money

Today most businesses know that search engine optimization is important. What many fail to grasp is that it is most affordable and effective when implemented right from the start during the website design phase.

Most businesses will launch their website and other online campaigns and only then start to think about their next step … SEO. Bringing an SEO consultant in after the campaign has been launched means they will likely want to review the site to make sure everything is properly in place for maximum search visibility. If any problems are found they will need to be addressed right away.

One example here are clients who come to us with brand new websites that have dynamically generated URLs such as www.mywebsite.com/4890s#?=28909. These URLs always change, are hard for visitors to read and are hard for Search Engines to index. Right away we would suggest that it be changed to a static URL that actually makes sense to the Search Engines and visitors, like www.mywebsite.com/high-heel-shoes.

Another example are pages that do not include H1 tags, which are a huge indicator to Search Engines and visitors of the content on the page. We usually have to work with the developer to adjust the page templates so H1 tags can be added.

All of these minor tweaks take time … and time is money. If we had just worked together from the beginning there would be no need to have to go back in and make these changes.

There is a better way: Building your online market presence with SEO as an integral part of your design, marketing and development team helps you set yourself up for success in goals, structure, content and marketing platforms. Your integration online will flow seamlessly. Save time and money by adding an SEO Consultant throughout your design process!

SEO Will Reveal Aspects of Your Target Audience You May Not Know

Marketing to your audience must always come first – but what has that got to do with SEO? Through research your SEO professional can give you valuable statistics that can direct you toward the most successful market areas to focus on.

Your SEO can give you the hard numbers of where your market is looking and how they are looking. Is your market searching from desktop computers, tablets or Smartphones? Are they doing general search engine queries or are they searching on Pinterest, Facebook, YouTube or Twitter? Make sure your campaigns are the most effective across the Search Engines and Platforms used by your target market – an SEO will help you get these numbers.

Involve your SEO consultant in the decision of where to build your online presence and you set up shop in the right neighborhood for selling your wares.

SEO Helps Build Your Content Strategy Based on Customer Needs

SEO has always been about “keywords” and although keyword strategies have shifted over the last year with Hummingbird they are still very important. We even move to say that a proper keyword strategy can be more difficult to develop and all the more important.

People are using specific types of phrases to search for answers or solutions to their problems. They want information. An SEO can help you research what types of phrases they are looking for and all the related terms, questions, ideas and concepts surrounding that search. An SEO can help you anticipate that if a person is originally searching for, say example a dentist who removes wisdom teeth, that they will also be searching for information regarding symptoms, pain, swelling, cost, insurance coverage, surgery, recovery time and so on.

Having all of this information at your fingertips helps you build a website that suddenly makes you the expert on the topic because you have all of the information potential searchers will look for. If you were looking for a dentist, wouldn’t you rather find a website that has all the information you need rather than just a website that says, “We remove wisdom teeth!”?

An SEO can help you build out this content hierarchy and what pages should go where on your website for maximum credibility and impact.

But How Can an SEO ‘Optimize’ My Website
When There Isn’t a Website to Optimize Yet?

Speaking from experience we have had too many companies come to us with a brand new website that looked decent but had several major issues from an SEO perspective.

The content you see on the website is only half of the SEO equation. A huge part of Search Visibility is how well the Search Engines can access your website, crawl its pages, understand how the pages relate together, how fast it loads, where your server is located, how it appears on a mobile device and so on.

All of these items are inherently built into web design! Rather than having an SEO company suggest you fix these things right after paying for them in the first place, why not have an SEO work with your designers to have the groundwork of the site properly set up from the get-go?

Think of this stage as pouring the foundation of a house and building straight walls. If this isn’t done properly then other details such as siding and roofing materials, landscaping, interior finishing and other items don’t matter – the house isn’t sound and stable to start.

SEO From the Start Ensures Your Budget Doesn’t Run Dry

Think about the cost of a new website and the time it takes to build one. For most businesses, it always takes longer and costs more than they anticipate. The danger of leaving SEO until after the website is built is that you won’t have the proper sized budget leftover to properly optimize the site so it gets the results you need to keep fueling sales.

Are You Designing a New Website? Here are the Big Takeaways

  1. Before you get started know what you have to offer – your website must be built around your Unique Selling Proposition and branding.
  2. Use keyword research to know what to say and anticipate what your customers want.
  3. Know where your market is looking and spending time online, and where they should find you.
  4. Deliver your information in the most user friendly and informative way possible.
  5. Don’t think SEO can happen later – start SEO from the early stages of a website design for maximum results.
  6. Build a community between your SEO, web developer and marketing team for the most efficient delivery of your message.

If you are building a website and now realize the importance of having an SEO on your team – it’s not too late! Give us a call at 1-888-262-6687 to bring us on board. We’ll jump in at whatever stage needed and help strengthen your potential for success when your new website launches!