While persuading the bosses to create a homepage, I used to introduce the homepage as it is a digital catalog.’ I think there are quite a few places that explain it like that even now. In fact, it makes sense, but the website should be viewed as a showroom or a store. In the store, there is a showcase to show the product, and there is a conversation or relationship between the store clerk and the customer, with a clerk who shows a demonstration with a demo product and explains the product in a dynamic and fun way from the customer’s point of view. ?
The product detail pages on our typical EC site are just shelves. However, the product detail page of Funshop (http://www.funshop.com/) or Amazon (http://www.amazon.com) is like a page that brings together a display stand and a great salesperson. There is no need to explain the difference between having a shop assistant besides a simple shelf and a shelf. What if there was a place where conversations between customers and clerks gathered one step further?
Where should I put that stuff?
This is why we need a media channel on our website. At this point, the need for content marketing arises. Search is the act of a customer who hasn’t opened the store yet to find a store to enter. Most searches are done to find out what you don’t know. From the standpoint of a company, the information that can be helpful to the searcher is not just the one-sided provision that the company wants to convey, but the conversation between the brand and the customer. When planning your site, you need to think about this and provide it. The act of searching is in most cases to know what you don’t know. For effective online marketing, content marketing, and SEO, you need to keep this in mind.
Does the content properly answer searcher questions?
Much of what a search is doing is to know what the searcher doesn’t know, that is, to solve information-related problems. Each of us, as a single user, searches several times a day, but the motive is always “I want to know what I didn’t know”, and I want to answer a question and look at the search results. Considering that the person who creates the content is us, when creating content that considers exposure in search results (when creating content that does not avoid searching in robots.txt, etc.), always “the content is Are you answering correctly?” It means that you need to look at something.
Searcher communicates with search results
Choosing the right search keyword requires some knowledge of what you are trying to research. Therefore, when searching for an unknown field with shallow knowledge, it is necessary to repeat the search multiple times by changing the search keyword. Specifically, they are:
- First, try searching for the keyword you came up with.
- You can get new knowledge from the search results or the pages displayed there, and finally select keywords that are closer to the desired information.
- Search with a new search keyword and get a new keyword closer to the desired information.
- Repeat step 3 above to finally acquire the desired information.
The process of acquiring new knowledge through search is the same as above, which can be thought of as a kind of conversation between the searcher and the search engine. To make this conversation more meaningful, you need content that more adequately answers searchers’ questions.
What is communication between searchers and content creators
When the above-mentioned process of acquiring new knowledge through search is viewed from the perspective of a content creator, if the searcher can prepare more content tailored to each stage of acquiring knowledge, it can greatly contribute to accumulating the knowledge of the searcher. If there is, it is possible to realize smoother communication with searchers through search engines. Searchers have a feeling of appreciation or trust for a site that provides the information they want. It may not be that big, and it may not leave a strong impression on the ground. However, if you receive information from the same site many times and repeat that experience, you must have a good impression of the site. (Typical example: Wikipedia)
On the other hand, in the process of forming knowledge through search, there are many cases in which explanations for sales or intentional information only for sales are encountered. This is because many companies are eager to display their sales pages in search results and are devoted to SEO. However, if there is no awareness of contributing to the formation of the searcher’s knowledge, and most of the content prepared on the site is for sale only, it will be difficult to establish ideal communication with the searcher on the site.
- Good communication
Provides content tailored to each stage of knowledge formation of searchers, and helps to build searcher knowledge.
- Poor communication The
searcher does not provide the information they want, and tries to expose only those for sale in the search results, but does not contribute to the searcher’s knowledge formation.
The problem here is that most of the sites that provide the information you are looking for are not regular corporate sites, but personal blogs or news sites, sites with reviews or ratings, public institutions or non-profit sites. Currently, most corporate sites are full of information that is purposely for sale only, at least for searchers. It’s just noise.
Lack of information leads to incomplete communication
In the case of incomplete communication between the searcher and the corporate site, as mentioned above, in addition to the case where the site on which information different from the searcher’s needs is posted is exposed in the search results, information that meets the needs of the searcher from the beginning exists in the corporate site. There are cases that do not. Here, we will look at providing information tailored to the needs of searchers based on actual search results.
Let’s say a person has a question about the safety of the convenience store lunch boxes he buys often. Considering this person’s best search, why not at first simply search for “convenience store lunch box + safety”. From this result, we know that there seems to be a problem with the food additive, and we search again for “convenience store lunch box + additive”. Feeling frightened by this (probably bad) result, try searching for a convenience store you usually go to with the keywords below.
- Search by 「7-Eleven + Bento + Additive」
- Search by 「CU + Bento + Additive」
- Search by 「GS25 + Bento + Additive」
- Search by 「Mini Stop + Lunch Box + Additive」
How much information have you been able to obtain from the official website of the convenience store through the search so far?
Perhaps, few people feel they have gotten enough information from the official site. Let’s continue to look at other examples. Let’s say someone has a question about the health effects of frequent fast food. Then the first search for “Fast Food + Health”. From these results, we know that there may be a deep relationship between fast food and lifestyle, especially obesity, so we search again for “fast food + obesity”. As a result, he is surprised and tries to search for fast food that he uses frequently with the following keywords.
- Search by 「McDonald’s + Obesity」
- Search by 「Papis + Obesity」
- Search by 「Lotteria + Obesity」
- Search by 「Mom’s Touch + Obesity」
- Search by 「Burger King + Obesity」
In this example, how much information can you get from the fast-food restaurant’s official website? Perhaps even in these results, few people feel they have gotten enough information from the official site. Convenience stores and fast food stores, for example, have been engaged in CSR (Corporate Social Responsibility) activities such as dietary education, which most companies have been using. In other words, they try to contribute to society by sharing a certain amount of budget. However, when it comes to using the web, there is no (or little) content that properly answers the searcher’s questions, so it is not very helpful to the searcher. And these issues aren’t limited to these industries.
Gain trust by providing information to help solve problems
If you want to sell a product or service, you must also deliver information about them (not information that is for sale only, information the searcher wants). If it is something that is delivered over the web, then the information should be tailored to the interests of the searcher. Many companies only want to expose pages about sales in search results and are passive about providing information that searchers want or help. However, it is important to note that such a position causes many opportunities and traffic to be lost to other sites (personal blogs or sites of rival companies).
- Companies that provide information to help solve problems
- A company that has enough professional knowledge for that part
- Companies that know many solutions
In order to become a company with the above image, you must provide a lot of content that can help solve the problem of searchers. Providing this information not only increases the chances of being exposed to search results for those who are looking for it, but it also leads to trust. In addition, there is a high possibility that users who feel that the information is helpful will share it with other users (ie, obtain blood links). For effective SEO, it is important not to unilaterally provide only what you want to convey from the standpoint of a company, but to think about what information is helpful to the searcher from the searcher’s point of view and provide it.