IN THIS CHAPTER
Understanding the differences in delivering content
Painting portraits of your best customers
Getting smart about telling stories
Making it personal and taking it online
As consumers, Google has taught us that we can quickly find almost any type of information we want when conducting online searches. And, we can expect that the content showing in the search engine results page (SERP) will closely match what we asked for in our search query. As online marketers and online businesses, Google has made it clear that if we want our websites to rank well in search, it’s up to us to provide high-quality content. Not only should the content match the searcher’s intent (what she specifically wanted to know), but also it should anticipate what questions our buyers are asking.
For an online business, that doesn’t mean Google expects you to be a mind reader. But search engines do require that you know your customers extremely well. You must also understand what content buyers find most helpful and anticipate how those content ...