One of the simplest ways of making your website stand out from the crowd is through unique content that appeals to searchers.
Generally, people are not looking for your products or services to purchase immediately; they are looking for information about them. They want to learn something new and this is where you can get the jump on your competitors.
SEM expert Stoney deGeyter says that key to unique content is thorough keyword research. He has outlined 4 things to look out for during your research:
When looking for good traffic, you can always start with phrases that have little or no competition. Find queries that match what you provide that others have not yet optimized for. This gives you a chance to build up some rankings and traffic for good (yet lower traffic) phrases. You can immediately start siphoning off traffic from your competitors and start building a loyal audience that will keep coming back.
- Niche Areas
Look for an area within your industry that your competitors are not covering or not covering very well. Find obscure topics that people are interested in, but, after conducting a few searches of your own, show that the available content on the web isn’t sufficient. This creates an opportunity for you to fill in the gaps and create authoritative information of your own.
These are long-tail phrases that are very targeted for your audience, addressing specific areas of interest. Highly targeted phrases are generally pretty easy to get ranked but they also bring in an audience that has a very specific need. Write information that targets these searchers by providing new information, a new spin, a new take on, or a new way of looking at things.
They are typically the queries with a question that answers questions, such as “how to…” or “what is…”. These queries provide a great opportunity to provide content beyond simple text. “How to” videos, diagrams, flash animations, and podcasts are all great ways to provide this type of content in a way that people find valuable. Telling someone how to do something is great, but showing them how to do it is even better.
So, if your website is looking all to like your competitors, then its time for a change! I hope Stoney’s advice will help you achieve this.