Been slaving over optimizing every single page? You might be doing it wrong.
Marketers don’t just want more traffic; they want “more better” traffic. Grant Simmons from his webinar, Building An Unscalable Content Strategy And Other Truths Of Unoptimization, shares his strategy for more and better traffic: “Unoptimization” of your content.
Before you freak out – because as a marketer, optimization is what you spend most of your time doing – let us explain. Grant’s idea of “Unoptimization” is merely a pushback to marketers obsessed with optimizing solely for search engines.
This focus needs to switch to the user. How does your audience search? What must they look for? What do they want to look for?
Let’s say you work in the real estate space. A common question often addressed in real estate marketing is “Why People Move.”
An example of a trigger in this scenario is “eviction” or “foreclosure” — something marketers can’t control.
Triggers happen without marketers. They cause users to go online and search for answers.
So if we can’t control it, how do we connect and create great content with them?
Try to understand them. Find out what questions are triggered and answer them. Conduct surveys or gather data on people who have been evicted. Figure out exactly what type of content will connect: anywhere from educating someone before a potential eviction or supplying information post-eviction.
Ways to Connect with Triggers:
- Q&A: Leverage research to create ‘robust’ answers
- Guides: e.g. “What to do if you’re evicted”
- Supplemental: Credit/Finances, Short term Housing, Lawyers/Legal, Government Support
It’s easy to understand triggers when you do your homework. Where the difficulty lies for most search marketers is in the tickles.
Tickles are the stimuli of needs and desires. As marketers, we can “tickle” a user into wanting or needing.
For example, to the same question “Why People Move,” a tickle is someone wanting to move to a “better neighborhood.” As search marketers, we can create content that connects with that desire by asking open-ended questions: What are you looking for that’s better in a new neighborhood?
Ways to Connect with Tickles:
- Leverage user survey/responses:
- Best in Neighborhood…Best, top, awards, safest, user reviews etc.,
- School data/information
- GEO-based studies
- Commute etc.