Search engines make money by getting searchers to click on ads. These ads are displayed both on the search engine results pages (SERPs) and on ad networks they are associated with.
Just as with any other medium, the more people that use a specific search engine, the more advertisers are willing to pay for their ad to run.
Search engines are extremely vested in providing the best, most relevant organic search results – every single time.
Their market share will always be fragile, as there’s a very low barrier for the user to switch search engines.
… is learning about your audience. You aren’t writing web content simply because you enjoy writing, and you (hopefully) aren’t writing just to make the search engines happy.
You should have a specific purpose in mind for the content, and a specific type of reader to write for. If you’re new to writing for the web or are trying to reach a new audience, it’s worth going through a formal process to define your reader personas. Begin by assessing your best customers, the ones you’d like to replicate.
Determine the characteristics they have in common, and then create a persona that exemplifies them. The aspects to define will vary depending on your industry, but for a B2B company, you might wish to determine whether your ideal reader is …
In a specific industry
• In a specific department
• In a specific size of company
• At a particular level of responsibility
• In a specific geographic location
• Using a particular tool or program For a B2C company, the characteristics of your ideal reader could include factors like:
• Owns a smart phone
• Plays sports
• Travels for work 12+ times annually
This next step will help you refine your thinking, create content that connects with your target audience, and select the appropriate words and terms that have resonance for your audience.
• Understand a product category
• Learn about a product or solution
Solve a specific problem Common reasons in the B2C realm include searching to:
• Find the best deal
• Find the closest location
• Locate a product or service that’s advertised
You can think of your persona as someplace along a continuum that approximates the buyer’s journey:
• Awareness > Interest > Consideration > Purchase > Post-Purchase > Re-Purchase
The same content will not work for all stages. Is your persona:
• Looking for a general category of information? (Awareness)
• Looking for a solution to a specific problem? (Interest)
• Looking for an enterprise solution? (Awareness-Interest)
• Identifying and comparing specific products or vendors? (Consideration-Purchase)
• Looking for help with one of your products they already own? (Post-Purchase)
• Looking to replace or upgrade a product, and planning to remain loyal to you? (Re-Purchase)
• A college student writing a research paper? (Awareness)