The First Search Engine Marketing Method: Content That Meets Customers Needs

For your business web site, good search engine rankings and high user traffic depend on relevant content. More user traffic will mean more sales leads and then more sales. Beyond any technical tricks, content that meets the users' need for three types of information is the best guarantee that search engines and users will find your site. The Google and Yahoo page rankings favor sites that have articles of about 1000 words and that use keywords relevant to the user's search.

Once they find your site with a search engine, web users spend more time on sites where their needs are met. To understand why users come back to content rich sites, lets look at the ways that a successful website, like DVInfo, fills the three most important information needs of the website user.

The online community boasts over thirteen thousand members and a quarter million posts. What makes users of DVInfo Community come back to the site on a regular basis? The users come back for relevant content that meets their needs.

Here everyone from Hollywood cameramen to new DV camera owners in Alaska meet to discuss digital video. Online communities can build powerful loyalty in users. Some unpaid users at are posting their stories and answering other forum user's questions nearly every day. What would happen to your sales if users were so loyal to your brand and your web site that they showed up every day to read new content?

At the Digital Video website (, the presence of experienced video creators who can offer detailed explanations gives the site credibility. In this forum a rookie video camera user can learn from an experienced Director of Photography like Charles Papert, who has worked on TV shows like "The West Wing" and "Buffy the Vampire Slayer". Because of its highly relevant content and numerous links from other Digital Video content sites, the site has a Google page rank of 6 out of 10.

For your business web site, the presence of reliable, helpful content builds the user's confidence that they can trust your business. Reliable content and links from other relevant content sites also build the page rank of your business web site.

Now let's look at what this means to a business web site that also wants to build more user traffic. Users have three major tasks they perform when using a content rich site like Community or your business website.

Customer Need 1: Learn Enough About the Topic to Identify Needs

How does a new video camera user approach the DV INFO web site? A beginning video camera user may not even realize that the video he shoots can be edited to remove bad video shots, or tell a story. The new video camera user reads about the way more experienced users shoot video and edit video. Gradually he realizes that he can do more than just shoot home movies. He begins to want a PC that can edit his video. He learns because the web site community has rich content.

At first, your business web site customer may not even know he has a need for your service, or may not understand that need. Your website content should first focus on helping people understand their need without pushing a particular product at this point.

Customer Need 2: Learn About Alternative Solutions

Next, the DV INFO user studies the different ways to edit video. Should he get a PC or a Mac? He learns about video edit software by reading about other users and their experience with different brands of edit software.

During this middle stage, web site customers look for possible solutions and then narrow these down to make a decision. Website users need both rational and emotional reasons to make their decision, but content at this stage generally shows the benefits of a solution or compares it to other solutions. Many websites focus on the rational, technical description of a solution, although a study of's product reviews found that the more subjective product reviews were as helpful to customers as the more objective reviews. This testimonial-style content helps alleviate fear and lets customers learn from other peoples' experience with your product.

Commercial web sites, like, have User Reviews to allow purchasers to see how others liked a certain book. This reduces the customer's fear of the unknown. The buyer at feels more confident buying a book about cave exploring, by Michael Ray Taylor, if 30 other users also liked the book. Good reviews or testimonials on a business web site overcome the buyer's fear of the unknown.

Customer Need 3: Choose the Best Solution and Feel Comfortable

The DV INFO user settles on 1 or 2 video edit solutions and needs to learn more. If other users write about good experiences with the same hardware and software choice, the aspiring video editor starts to feel more comfortable. Especially if the cost is great, the good experiences of others reduce the user's fear about making the wrong choice.

Finally, your business website customer chooses a solution, by purchasing a product, or choosing a service. Content at this stage helps people learn about their chosen solution and adapt to working with it. Technical support or sharing experiences and advice with other people who have also chosen this solution can help the customer use the product successfully. Good content at this stage strengthens the relationship with customers. This stage is ongoing and sometimes leads to more questions. This may mean additional sales for your web site.

This understanding of content could be the guiding force in creating different parts of your web site. Your website selling business services could have a web page that educates clients about the different problems that they may have in their business. Your second web page could offer several possible solutions to these problems. Finally, you could build consumer confidence in your services by showing user testimonials or case studies.

By writing your website content from these three client viewpoints your web site meets the three most crucial information needs of clients. This is the first step to earning good Search Engine rankings for relevant content.

Ed Hill does Search Engine Marketing and website promotion using PR methods. He works mainly with businesses, PR firms and web design firms. Learn how search engine marketing can drive more traffic to your business website:

Keywords, Ranking, & Search Engine Optimization Fun

I am a Search Engine Optimization newbie. I have read a little on various forums,... Read More

Search Engine Keywords - What Do People Search For?

Do you ever wonder how people search for things on the Internet? What if you... Read More

SEO: When Being Optimized Can Hurt

It's a marketing dream come true: A potential customer, looking for what you have... Read More

How To Get Number 1 Spot In Google, Every Time, Guaranteed

Woaah! Wait a minute. Before I exclusively reveal these insider secrets can I ask you... Read More

An SEO Checklist

Would you like a checklist of the important steps to take in optimizing a web... Read More

Do You Have a Bad SEO Company, or Are You Just a Bad Client?

I admit it, our SEO services are pretty bad.Speaking of bad, the Beatles couldn't sing... Read More

Reciprocal Link Exchange Management Software

When shopping online for Link Management Software that can help create and automate your... Read More

Youve Got The Power, Why Arent You Promoting It?

Like all things, theft is theft, misery loves company, negative people are everywhere, business is... Read More

Duplicate the Exact Steps Used to Get a Number 1 Yahoo Ranking in Less than 30 Days

If you have ever been into a McDonalds you will understood the value of the... Read More

Answers Count - Matching Keyword and Phrase Density

What's more important to your business success - the question or the answer? Certainly, you... Read More

How to Get the Best Deal on Your SEO Project

If you own or manage a business Website, chances are you are at least somewhat... Read More

How To Get Listed in Yahoo!

Getting listed in Yahoo! (The Very Top Search Engine/Index) is a lot like getting a... Read More

SEO India: Tips & Techniques

SEO is all about "Individualism"According to me SEO is not only getting rank for keywords... Read More

Importance of Keywords in Anchor Text or Title Text

Keywords are indisputably, the single most important element of an anchor text.First of all, for... Read More

Google Rankings ? Achieving a Top 10 Position in Google ? Part 1

Achieving a top ranking position in Google is every webmasters dream. Unfortunately very few ever... Read More

Five Ways To Win The Favor Of Search Engines

You've got a cool new website with all the works: cool Flash presentations, eye-catching colors,... Read More

Search Engines from a Webmaster Perspective

By now, virtually every webmaster has heard or read that the major search engines are... Read More

Your Top Search Rankings at Yahoo & MSN Search are Worthless

It seems I now do this rant every single year when traffic statistics are discussed... Read More

How To Start An Internet Business ? Meta Tags and Keyword Density

Okay, you have a domain name, layout and content. Now we get to a step... Read More

The Unethical SEO Myth

"The use of black hat SEO techniques are completely unethical." Really? I completely disagree.Is it... Read More

Writing SEO Copy ? 8 Steps to Success

We all know that the lion's share of web traffic comes through the search engines.... Read More

Search Engine Optimization Tips For 2005 - Part Two

Welcome to the second part of our series of articles on search engine optimization. In... Read More

Search Engine Marketing 101 For Corporate Sites

When most people want to find something on the web, they use a search engine.... Read More

Google Sitemaps Just Got Better

Having a Google Sitemap just got better! Not only does the search engine company check... Read More

The Search Engine Of The Future: Mobility Has A Pricetag

We all know the ease of using a search engine to garner information from around... Read More

Are Search Engines Worth It Any More?

The "Number One" Question - the question that I (and probably every other Internet ... Read More

Search Engine Optimization (SEO) Strategy - Navigating the Dark Waters of Website Promotion

Creating a well-designed website is the first step in your internet marketing strategy that... Read More

The Google Sitemap For Idiots

I don't mind admitting that every time some new fangled idea or piece of technology... Read More

10 Ways to Make Sure Your SEO Goes Out of Its Way for You

If they want to have success, companies should do everything they can to ensure that... Read More

Its All in the Title

Unfortunately, we don't live in a perfect world. You may be the most intelligent writer... Read More

Finding the Right SEO Company

I often talk to people who have lost faith in Search Engine Optimization (SEO) firms... Read More

SEO Expert Guide - Paid Site Promotion (Marketing) (part 7/10)

In parts 1 - 6 you learnt how to develop your proposition, identify your key... Read More

Google Takes Care of Idiots Too

There's an old saying that goes, "God takes care of babies and idiots."Truly this statement... Read More

One Way Linking Campaigns II

There is a way to generate links with the content that you have not as... Read More

SEO Expert Guide - Keyword Analysis (part 3/10)

If you imagine that building an optimized site is like cooking a meal, then keywords... Read More

Top 5 Search Engine Optimization Mistakes

There are a lot of ways to promote your website and, unfortunately, a lot of... Read More

SEO Expert Guide - Free Site Promotion (PR) (part 6/10)

In parts 1 - 5 you learnt how to develop your proposition, identify your key... Read More

What All Top Google Websites Have in Common

While it is okay to admire and envy all those sites enjoy top ranking with... Read More

LSI and Link Popularity

When Paypal's official Web site no longer ranked #1 in Google on a search for... Read More

Googles Good-Writing Filter

I was recently struck by the fact that the top-ranking web pages on Google are... Read More

Dont Get Banned by Google

There are many Black Hat techniques that people use to try and influence Googles ranking... Read More

Microsofts New Search Engine

I tried out Microsoft's new search engine (beta version) the other day. They have been... Read More

How To Select The Right Keywords

Keyword SelectionThe most important component of search engine optimization is keyword selection. Search engines use... Read More

Link Popularity: Improve Your Search Engine Rankings

What is link popularity?Link Popularity is simply the total number of pages that link to... Read More

Paris Hiltons Reputation is SHOT! Hows Yours?

With apologies for the cheap trick of mentioning Paris Hilton to get your attention, coming... Read More

SEO Expert Guide - Page Optimization (part 5/10)

In parts 1 - 4 you learnt how to develop your online business proposition, generate... Read More

Drive More Traffic to Your Website With Your Web Page Title!

One of the most overlooked, but important components, on your web page is the Meta... Read More

Use Keyword Articles for Search Engine Optimization

Search engine optimization is very important for your online business if you are interested in... Read More

Duplicate Content Penalty - How to Lose Google Ranking Fast!

Duplicate content penalty. Ever heard of it? This penalty is applied by Google and possibly... Read More

SEO Tips for Google

Getting a high ranking on Google is a big achievement. There are many factors that... Read More