We wanted to share a recent conversion funnel that we went through during our quest for a new SEO platform and what factors ultimately tipped the scales to select one vendor over the other. Our hope is that this information will inspire business owners to think about content from an educational perspective and to discover new ways to become a resource for consumers in their own industries.
We have all been there before, certain decisions are made during the initial setup for a website and then the old adage “If it ain’t broke, don’t fix it” kicks in. So while nothing was “broken” with our SEO vendor, it was time to see if there was something more robust. The detective work began as we started with a few recommendations from colleagues, a couple of informed web searches and a short list of SEO platforms from trusted websites. The majority of vendors did a great job listing the features and benefits of their products and the differences between them and their competitors. In the end two vendors rose to the top, the current vendor and one that was recommended by more than one of our friends (interesting how that works). See what tipped the scales and how your business may be able to implement pieces of the yoast.com content strategy.
Education – Guides, Industry Knowledge and Leadership:
It was very apparent from our first visit to www.yoast.com that they had more to communicate then just the features and benefits of their product; they were on a mission to educate their visitors and community about the practice of SEO. Since their product requires some knowledge of SEO Best Practices, why not pre-educate their users. They maintain a robust guide and update it regularly: WORDPRESS SEO, “The Definitive Guide to Higher Rankings for Wordpress Sites”.
TIP - Where can your business take the lead in educating your industry? Whether you have a product or a service, start small and tackle a niche that you’re known for. This singular piece of content will eventually become an entry into your table of contents for the full guide some day!
Take a look into this related article Trying to Reach Consumers? Create Engaging Content.
Written by: Greg Gossler
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