Providing your clients with SEO resources is an important part of maintaining a strong relationship with them. This is how they’ll stay in the loop with you as they begin their SEO journey.
Here’s a handy guide on how to create successful SEO content that is interesting, engaging, and informative for your clients.
Whether you are emailing your client, doing a presentation, or writing informational resources for them, the first step in making SEO interesting is to narrow down your topic and simplify the language you use about it.
There's a lot to say about SEO. Maybe you want to talk about keywords, optimizing a Google Business Profile, or landing pages. Whatever the case, narrowing down your subject will give your SEO content more focus. Don't try to fit everything you know into one article or presentation. That will get long and confusing
Whether or not your client has a strong grasp of SEO concepts, you should simplify the language and terms you use. Why? Because highly technical content is boring and inaccessible content, no matter your audience.
And if you're using language that your audience doesn't understand, they're going to tune you out very quickly. Furthermore, clients of every knowledge level are likely to be distrustful of someone who can't explain their own product in simple terms.
Take a look at the Locafy blog. We break up different aspects of SEO into separate blog articles, with technical concepts explained at a level that is accessible to the general SEO user.
Always get someone to read through your piece or sit through a new presentation before it is shown to clients. A fresh set of eyes can do wonders to simplify your content and ensure that the language you use is accessible.
79% of web visitors scan a new web page, rather than read it word-by-word.
You need to make sure that the important information in your written content is easy to find at a glance. That means writing shorter sentences, using bullet points, and cutting the fluff.
Your client is reading a blog article or a presentation slide, not a master's thesis. It should be easy for them to keep track of your sentences and where they are on the page.
If an idea does take up more space or requires a long explanation, consider inserting a natural "idea break" to give your reader a natural place to pause before continuing on. This could be in the form of a thought bubble, such as the orange one in the section above, or with some other sort of line break.
Break up the font
Another way to make your content easy to scan is by switching up the fonts that you use.
Titles and subtitles can use your business' signature font, while important ideas could be put in bold, italics, or a different colour from the rest of your text. Be creative with your font, but don't go too crazy with it.
Take a look at this article for inspiration. Two main fonts are used, while statistics have been placed in Locafy's signature colours. These fonts keep the eye busy but are changed at logical locations to help our readers follow the concept at hand and find different sections in the article.
People love images, and here's some proof:
SEO can be tricky, and visual aids will help you get your point across while also retaining your clients' attention by breaking up the monotony of text.
For example, here is Locafy's 8S Feature graphic:
We could explain Locafy's core web vitals with the most engaging text imaginable, but many people would still have a hard time remembering all of the features we're talking about. That's why we've created this graphic. It showcases each 8S feature in a visually-pleasing way that is more memorable than a wall of text.
Your SEO content is explaining brand new concepts to your clients, and nothing will help them understand and stay engaged more than relevant examples, silly quips, and the inclusion of personal interests.
Is your client a veterinarian? Throw some good ole' cat memes into your presentation.
Personalized jokes, analogies, and explanations will make your client feel that you understand their business. A personal connection goes a long way in retaining interest.
Including relevant statistics in your SEO content can validate the concepts that you are teaching to your client.
Those numbers pack a punch, and after reading them you probably agree that optimizing a business website for mobile use is important. That's the power of statistics. They're persuasive.
Other quick facts and quotations can do this job as well, just make sure that you cite reputable sources who follow Google's E-A-T principles.
Let your business' brand shine! Clients choose to work with a specific seller for a reason.
Are you quirky and fun, or professional and streamlined? Your clients are with you because they like the way your business presents itself. Make use of that. Your language, fonts, and images should all be in line with your business' values and image.
Branding your SEO content properly will give you a more organized, and therefore trustworthy, appearance. If you deliver content that doesn't match who you are, clients will notice and could be distracted from the message you are trying to send.
Get creative with the examples and images you include, and the brand elements that you use in your SEO content. The information that you share can be backed by exciting statistics and language that matches your client's knowledge level.
SEO itself may not have much personality, but that doesn't mean your SEO content can't be spiced up!
We're all about creating automated, technology-driven local search solutions that deliver results - simply. Get started with us.