[Hot] Is Your Content Relevant?
Earlier this week, while researching "the smell of lemons," we came across an intriguing post at the bottom of the first result page (SERP), "Use Lemons to Make Your Home Smell Incredible."
The post did not satisfy our initial query, about the actual smell of lemons, but it did offer some interesting ancillary content about using lemon to freshen the home. The content was interesting enough, in fact, to pause our research for a moment and read the first of five "surprisingly simple and fun DIY solutions."
To "cover up unwanted smells and keep your house feeling clean" the post suggests simmering on the stovetop a combination of lemon, rosemary, and vanilla. Interesting enough. We would have clicked away at that moment, in pursuit of our actual query, if we hadn't noticed the following line, which appeared to be an advertisement:
"If you’re concerned about leaving a pot on the stove, you can simmer your scents worry-free with a Fisher & Paykel cooktop, a revolutionary stovetop with a timer for maximum efficiency, and low heat settings for pitch-perfect execution."
Until now, we had assumed the site was a housekeeping site, or perhaps a mommy blog. In fact, the post was from The Boston Appliance Company, a New England-area appliance store.
Why did an appliance company show up on the first page results for "the smell of lemons"?
The answer likely has something to with SEO. The site is clearly optimized, with a streamlined design, an abundance of content, and plenty of calls to action. The company likely hired a copywriter to create optimized content to attract visitors.
Unfortunately, this content, about lemons, did not answer my query at all. And the attendant website, which was about appliances, did not at all apply to my search for the smell of lemons. In the end, I clicked away, in search of a more apt and authoritative source.
This was only one of many failed clicks that the typical browser experiences every day. However, the fact that Boston Appliance Company actually attracted my click begs the question: Is this content serving a beneficial purpose?
More to the point: Is it beneficial for a niche e-commerce site to write articles not necessarily relevant to the purpose of the site, if the articles attract clicks?
Below we discuss the question from two points of view...
The Value of Diverse Content
Last week, we discussed the value of diverse content, specifically noting images, which must be optimized just like the written word. By diversity, however, we inferred that any single website must create diverse content that is relevant to the site.
Read: SEO 101: How to Optimize Images
What about a website that creates a diversity of content about different topics?
This sort of website, of course, exists across the web. News sites and blogs promote a diversity of topics. However, e-commerce sites usually stick to their niche. So is it possible for a niche e-commerce website to effectively promote content about a diversity of topics?
In theory, yes. The Boston Appliance Company is not breaking any rules by posting about lemons. The content is well-written, presumably original, and presumably not farmed. In essence, the content is "quality." And seemingly, the content served its purpose: it attracted a click.
If we had been interested in appliances, beyond the scope of our lemon research, and we lived in the New England area, the click may have been beneficial for both parties.
The Value of Relevant Content
In the end, however, we were not looking for information about appliances; and we certainly do not live in the New England area. The Boston Appliance Company's content may have been optimized to rank well for "the smell of lemons" but the content is not serving the essential purpose of true optimized content: conversions--when a visitor performs a desired action--like following a call to action.
Read: Crafting Effective Calls to Action: Three Simple Steps
Most visitors to this page will be searching for information about lemons--and not about an appliance company, let alone an appliance company promoting to a local population.
The content, then, is not relevant.
"Relevant content," we've noted before, "is the cornerstone of a good content marketing campaign. Beyond a site's functionality (usability), relevant content is also the most important factor in a good SEO campaign. In both cases, the purpose of relevant content is clear: to attract a specific audience."
Read: Relevant Content: How to Satisfy and Delight Browsers
Obviously, The Boston Appliance Company's content is attracting a specific audience--for people seeking information about lemons. Since these browsers may or may not have any interest in appliances, though, the content serves little purpose (in terms of conversion and business profitability) beyond the meaningless click.
Do Not Settle For Irrelevant Content
If you outsource digital marketing and content creation, make sure your firm is actually helping you to sell your product. Increased traffic is meaningless without conversions.
Actionable Content Marketing with Stepman's SEO
If you're looking for an SEO company that understands how to effectively promote websites with actionable content that converts visitors, we suggest contacting our sponsor, Stepman's PC: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns.
The post did not satisfy our initial query, about the actual smell of lemons, but it did offer some interesting ancillary content about using lemon to freshen the home. The content was interesting enough, in fact, to pause our research for a moment and read the first of five "surprisingly simple and fun DIY solutions."
To "cover up unwanted smells and keep your house feeling clean" the post suggests simmering on the stovetop a combination of lemon, rosemary, and vanilla. Interesting enough. We would have clicked away at that moment, in pursuit of our actual query, if we hadn't noticed the following line, which appeared to be an advertisement:
"If you’re concerned about leaving a pot on the stove, you can simmer your scents worry-free with a Fisher & Paykel cooktop, a revolutionary stovetop with a timer for maximum efficiency, and low heat settings for pitch-perfect execution."
Until now, we had assumed the site was a housekeeping site, or perhaps a mommy blog. In fact, the post was from The Boston Appliance Company, a New England-area appliance store.
Why did an appliance company show up on the first page results for "the smell of lemons"?
The answer likely has something to with SEO. The site is clearly optimized, with a streamlined design, an abundance of content, and plenty of calls to action. The company likely hired a copywriter to create optimized content to attract visitors.
Unfortunately, this content, about lemons, did not answer my query at all. And the attendant website, which was about appliances, did not at all apply to my search for the smell of lemons. In the end, I clicked away, in search of a more apt and authoritative source.
This was only one of many failed clicks that the typical browser experiences every day. However, the fact that Boston Appliance Company actually attracted my click begs the question: Is this content serving a beneficial purpose?
More to the point: Is it beneficial for a niche e-commerce site to write articles not necessarily relevant to the purpose of the site, if the articles attract clicks?
Below we discuss the question from two points of view...
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| What do lemons have to do with appliances? [Source] |
The Value of Diverse Content
Last week, we discussed the value of diverse content, specifically noting images, which must be optimized just like the written word. By diversity, however, we inferred that any single website must create diverse content that is relevant to the site.
Read: SEO 101: How to Optimize Images
What about a website that creates a diversity of content about different topics?
This sort of website, of course, exists across the web. News sites and blogs promote a diversity of topics. However, e-commerce sites usually stick to their niche. So is it possible for a niche e-commerce website to effectively promote content about a diversity of topics?
In theory, yes. The Boston Appliance Company is not breaking any rules by posting about lemons. The content is well-written, presumably original, and presumably not farmed. In essence, the content is "quality." And seemingly, the content served its purpose: it attracted a click.
If we had been interested in appliances, beyond the scope of our lemon research, and we lived in the New England area, the click may have been beneficial for both parties.
The Value of Relevant Content
In the end, however, we were not looking for information about appliances; and we certainly do not live in the New England area. The Boston Appliance Company's content may have been optimized to rank well for "the smell of lemons" but the content is not serving the essential purpose of true optimized content: conversions--when a visitor performs a desired action--like following a call to action.
Read: Crafting Effective Calls to Action: Three Simple Steps
Most visitors to this page will be searching for information about lemons--and not about an appliance company, let alone an appliance company promoting to a local population.
The content, then, is not relevant.
"Relevant content," we've noted before, "is the cornerstone of a good content marketing campaign. Beyond a site's functionality (usability), relevant content is also the most important factor in a good SEO campaign. In both cases, the purpose of relevant content is clear: to attract a specific audience."
Read: Relevant Content: How to Satisfy and Delight Browsers
Obviously, The Boston Appliance Company's content is attracting a specific audience--for people seeking information about lemons. Since these browsers may or may not have any interest in appliances, though, the content serves little purpose (in terms of conversion and business profitability) beyond the meaningless click.
Do Not Settle For Irrelevant Content
If you outsource digital marketing and content creation, make sure your firm is actually helping you to sell your product. Increased traffic is meaningless without conversions.
Actionable Content Marketing with Stepman's SEO
If you're looking for an SEO company that understands how to effectively promote websites with actionable content that converts visitors, we suggest contacting our sponsor, Stepman's PC: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns.