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Content Marketing Secrets: 9 “Magic” Tips to Make Your Content more engaging

Make your content more engaging with these 9 tips.

Customer Engagement is the new black when it comes to SEO in recent times.  Gone are the days of keyword stuffing and link farms, now it’s all about creating content that users are looking for and that they want to engage with.

Google’s algorithms now monitor user engagement, amongst other online experience metrics as part of their ranking factors.  That means, user engagement can now have a direct impact on your search rankings.

That’s not to say that technical SEO is dead.  It’s far from the truth.   Rather that, content creators and businesses online should be focusing content creation more on engagement.   But how do you create content that is engaging? 

What is User Engagement?

User Engagement is a term usually used to describe the interactions between a user and a business or the level of interest a user has in a business, their product or their content online.  


How is Engagement Measured Online?

User Engagement is typically measured by the interactions a user has with a business and/or it’s products and content online such as time spent on page, clicks, enquiries, content shares, mentions on social media and conversations online with the business.

Top nine tips that will make your content more engaging online

1) Know your core audience and what they find engaging online

How do you know what to say, if you don’t know who you’re talking to? That’s not a trick question. It’s a critical aspect of writing engaging content.

There is always a core group that will be open to you and your content. Your core group of readers is the most likely to share your content on social media. They’re also usually the first to buy when you launch a new product. More importantly, they care about what you have to say.

Do some digging and figure out whom you connect with easily. For example, you could be marketing to self-employed accountants. Once you’ve defined your core group, make sure your content fits their needs. As a result, they will see you as an authority. They’ll be attracted to you and your message.

Even so, content writer beware, as this group of users / potential website visitors, will be interested in different content, have different questions that need answering and will search and engage with different content topics online depending on which phase of their buyer journey they are at.  Therefore, it is important to really understand your audience and how they shop your industry and/or products.

Buyer journey is the active process a buyer experiences before making a purchase decision.  It involves awareness of a problem or need, considering different solutions to solve the problem, and then making a decision between the different solutions to make a purchase decision.

2) Focus on solving problems

People read content because they want solutions to issues they struggle with. As much as it’s important to entertain, there needs to be a definite problem that your content solves. Choose topics that give readers hope for a less painful life.

When you’ve figured out what problems your audience cares about, it’s like waving a magic wand. Your readers will be mesmerised because they will feel you’ve hit the right spot. Think of the questions your readers might have on their minds. Better still, look at the problems you’ve solved for yourself. You can use them to create a deep connection with your readers.

3) One problem at a time

People are most likely to buy from you when they’re focused. Plus, you need to keep them on track while they’re reading. For this reason, make sure each content piece deals with just one issue or challenge.

Take this article as an example. If you feel your content needs to be “more engaging” that’s a challenge. So, each tip deals with just that one problem. This approach can give you a substantial boost in sales when you apply it.

4) Tell them what to do next (have a call to action);

Rather than leave your customers without a clear next step, encourage them to keep engaging with you.  A compelling call to action can do just that.

If you sell a product, the next step might be to contact you for more info. You may invite your readers to read the sales copy. They could also sign up to your mailing list.

Again, that’s why it’s essential that you relate your content to problems. After all, that’s why your business exists – to help people. Make sure each content piece tells them what to do next.

5) Use simple words

Simple words make your content easy to grasp. If they have to look up definitions in a dictionary, you’re in trouble. Nobody wants to think too hard when reading online content.

Keep in mind that your reader’s world is already full of distractions. The easier you make it for them to go through your content, the more likely they are to stick to the end. Don’t worry about this when creating your first draft though. Write what’s comfortable for your first. Then, simplify your content during editing.

6) Read it out loud

Reading your content out loud will help you catch mistakes. You’ll also get a better feel for how your material flows. Do this even if you hired someone to write the content for you.

Use your computer’s text-to-speech function, if it has one. You could also ask a trusted friend to read it for you. The best part is this process is fun once you get to use. In fact, it can be slightly addictive, and that’s a good thing.

7) Use these “hacks” to help you write faster

There are several “hacks” that can make the writing process easier and faster.

  • Use outlines. If you plan what you’re going to write ahead of time, your brain won’t strain to come up with words.
  • Remove all distractions. You need to ignore anything that could take you away from the keyboard.
  • If you write on topics you enjoy, your writing will speed up on its own. That’s because you’ll enter a state of natural flow. You will have more fun, and your content will be more appealing.

These little hacks can make a massive difference to your writing speed. Take them seriously.

8) Get attention first

Grabbing attention is the hardest thing in content marketing. The trick is to choose the right topic and create a good title because readers look at the title first. If they like it, they pay attention. It’s as simple as that.

9) Write to one person

Top radio presenters know and use this secret all the time. People feel a strong connection when they think you’re speaking directly to them. They don’t want to think about thousands of other people. They want to believe the content was created just for them.

To make this work, close your eyes for a minute. Picture your reader looking at what you’re about to write. Try to feel what their situation is. Then, imagine them taking the action you want, such as buying your product. Once you have that firmly in your mind, begin writing. This tip alone can bring magical results to your bank account.

In Summary

These tips are the foundation for creating content that makes readers feel good. It leads them to action and helps them deal with a problem. Read them over one more time. Write down the ideas you are ready to apply right away. If you have any questions, get in touch now!

Found Online content writers can help make your content more engaging

Found Online have a team of content writers and content creators ready to help you create engaging content online.

Found Online is a local, Sydney based team in Australia with expertise acrsoss SEO, website design and development and content for SEO.

Get in touch with Found Online today on 02 7906 8405 or via website enquiry

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Google algorithm updates 2021

There have been a number of Google core algorithm updates in 2021 that may have impacted your website.   Staying on top of these and ensuring your website is properly optmised for changes is critical to ensure your customers find you online.

2020 – 2021 google algorithm updates

Google broad core algorithms normally happen every few months, yet 2 core updates are expected to have rolled out by the middle of the year, one in June and one in July.  This is following the last update which happened in December.

In truth, Google makes thousands of updates annually. That’s more than a few changes each day. However, they are often so small that they largely go unnoticed. Broad core algorithm updates happen less frequently, being a few months apart, normally. Following a major algorithm update, it should take anywhere from overnight to a couple of weeks to see any impact on your site and it’s ranking results.

The recent June rollout and upcoming rollout in July are actually just a staggered rollout in two parts of what was previously planned to be the one single broad core update. The update was announced and then it was found some elements weren’t quite ready. The decision was made to not hold back on the update of some of the elements that were ready to go. These are detailed further below.

Why do you need to know about Google updates?

It is good to understand when Google makes updates when mastering SEO. This will help you understand why your search engine rankings change. It is important to be able to pinpoint whether it was something you did on your website or off-page SEO work that created fluctuations in your ranking results or not. If there was a major change around the same time Google rolled out a core algorithm update, you can more safely assume it was due to the algorithm change vs. what you did.

In many instances, Google provides forewarning to major changes likely to impact search results. One such example is the recent page experience ranking factor. If you were unprepared for the impact of your core web vitals, you need to ask your SEO provider or website developer why they weren’t on the front foot and flagging page experience with you earlier.

Google algorithm updates earlier this year

3rd December 2020
December 2020 core update:

Google had 3 core algorithm updates in 2020, the December update being the final one for the year. This was a big change to the broad algorithms which seemed to have a drastic impact on many websites around the globe.

While Google announces updates where there is actionable information that can be used to prepare for the change, eg. recent page experience change or prior page speed change, core updates are more broad updates designs to ensure that they continue to deliver on their mission of delivering relevant authoritative content to searches.

As such, Google recommends that, if you were impacted by the change, focus on content. Ensure content is relevant and high quality. More information can be found at Google search consoles information pages https://developers.google.com/search/blog/2019/08/core-updates. This includes a list of questions for website owners and content creators to ask themselves should their SERP ranking results change, whether from the last update or any future ones.

10th February 2021
Passage Ranking

The passage ranking change meant Google would start considering passages from pages as additional ranking factors. Google continues to index pages based on the entire page and all of its content. The passage ranking update did not replace that, rather provides an additional element to factor.

8th April 2021
Product Reviews Update

This update impacts review review websites with a lot of product reviews or service reviews. The update came as Google’s attempt to crack down on review sights containing thin content. There were many that simply summarised products. Now Google rewards those that have good, researched information.

2nd June 2021
Broad core algorithm update

As mentioned above, there was a broad core algorithm update due for rollout in June. However, after the announcement, Google decided not all elements were ready for rollout. As such, some were held back. As a result, the most recent update has not appeared to be as major as prior updates. It is still early days however and the impact is just beginning to be properly seen.

15th June 2021
Page Experience Update

Google launched a new ranking measure based on how users perceive their experience when interacting with a website. Page experienced is measured by a new set of metrics called core web vitals. Considerations include; The speed in which the page loads; Mobile-friendly pages; If the website runs on HTTPS; Is there a presence of intrusive ads, and; If content jumps around as the page loads, known as cumulative layout shift. A website’s core web vitals and page experience are all tracked and visible in Google’s search console.

What are algorithms?

Algorithms are a set of rules or principles that are to be used in calculations or problem-solving. In simple terms, it is a set of instructions on how to complete a task.

Google uses a mixture of ranking factors combined with sophisticated algorithms to determine what order to pull information from its indexing system and deliver the most relevant results for given search engine queries. This is how Google determines the ranking of websites for particular search terms in search engine results pages (SERPs).

Get in touch and get found online

If you have noticed your search engine rankings declining following any of the recent algorithm updates, get in touch with Found Online.   Send us a website enquiry or call us on 02 7906 8405.

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Website performance and why it matters to SEO

Website performance and SEO

Website performance is integral to your customer acquisition and retention strategy. A fast loading well-designed website will get you higher search rankings. A well-designed website will also improve user experience and drive more clicks, enquiries, bookings and buys.  That means more revenue for you.

Paying for SEO and not getting the results you expected?   

Things like page load speed and cumulative layout shift matter to your search rankings. However, many companies still treat these as separate from SEO. As do some SEO providers. 

We take a holistic approach to SEO.  We understand the relationship between all of your online communications efforts.  With experts in both SEO and website development, we can ensure you get the results you need.  

Why website performance matters;

 1. Website performance impacts conversion rates

You may have the best products at the best price or offer the best service there is. But if your website takes too long to load your customer’s won’t wait to find out about them. Even worse is if your customers can’t find you online in the first place.

A study by Aberdeen looked at behaviour online and the impact of slow page loads. It found that conversion rates drop 7% and page views 11% for every second over two seconds a page took to load.  According to Google Small Business Blog, for each additional second, it takes a mobile page to load, conversions can drop by up to 20%.

For a business that generates $10,000 a day, that results in around $2.5 million to $4.5 million in revenue annually. 

2. Website performance impacts SEO 

Core web vitals – Load speed and layout shift – are now key measures used by Google to determine site rankings on search engine page results (SERPS).  That means, if your site performance is suffering, so will your SEO, making it harder for your customers to find you online. 

This was a relatively recent algorithm change by Google.  However, prior to that and still, just as important, website performance impacts user experience and therefore user engagement with your site and conversion rates. 

When a customer engages with your content, staying on your site, Google determines this is because you have relevant content based on their search.  Where content isn’t relevant, Google will drop rankings.  So with that in mind, we need to consider what happens when your website performance isn’t up to scratch

The Aberdeen study demonstrates that improved load speed results in better conversions – for every second beyond the two-second mark that a site took to load, conversion rates drop 7% and page views drop by 11%.  Similarly, bounce rates increase as users can’t be bothered sticking around to wait for the page to load. 

With high rates of users bouncing out of your site, Google would attribute those high bounce rates and low engagement with poor keyword relevance.  As a result, Google would drop your search ranking accordingly. 

3. Brand Image and Reputation

Imagine if a tech giant had a poor-performing website.  Would you feel confident in their capability?  

Your website is the face of your business online.  It is often the first and last experience a user or customer will have with you.   Therefore the experience they have with your website will influence the way they view your products and your services.  

Poor design and user experience, long load times and frustrating navigation where you can’t find what you need, are all going to impact users’ impressions of your business.  On the flip side, a well-designed website that delivers the right message and brand image will impact the value users attribute to your products and/or services.

Better Performance Means Higher Conversions – More clicks, more sign-ups, enquiries, bookings, and buys.  

If you want to win in highly competitive spaces online and in local markets, a business needs to start looking beyond the classic SEO principles.   A holistic approach to digital, including website performance, user experience, and SEO, delivers better search rankings, more traffic, higher conversion rates, and more revenue.

Many businesses lack the internal resources necessary to properly optimise their website for search engines let alone the technical ability to improve their website performance for optimal results. That’s why so many oot to work with experienced agencies.

How Found Online SEO and website professionals can help you.

Found Online SEO agency Sydney can help improve your website performance. We take a holistic approach to your digital marketing.  From SEO to website design and conversion rate optimisation to everything in between and beyond, our goal is to do the things online that you need to do to get more revenue. 

We get businesses in highly competitive and local markets to the top of page one search results and then we help convert traffic to sales.   

We’re so confident in our ability to help drive your business goals online, that, unlike other SEO providers, we have no lock-in contracts.  We believe great service and great results will keep our clients coming back. 

Our Web Performance Services

  • Complete site audit with recommendations to improve website performance
  • Mobile responsive website monitoring, development, and optimisation
  • Media compression and optimisation 
  • Hosting with lightning-fast delivery and CDN management
  • Seamless website migrations to new domains and/or hosting providers
  • WordPress and Shopify Installation and plugin upgrades
  • WordPress and Shopify customisations
  • Programing logic review 
  • Website design and development

Found Online delivers superior website performance

Found Online has a team of website designers and developers that can help you build a beautiful website with superior performance. From website design to website development and hosting, we deliver websites that load fast and convert more visitors to sales.

We are an SEO agency in Sydney that delivers Holistic SEO services.

Get in touch with us today on 02 7906 8405 or send us a website enquiry.