Connecting Content to your Customers - #seopdocast 186

According to this episode, content fails to convert when it is dry and boring, offers nothing new compared to competitors, is poorly formatted or hard to read, does not solve the specific problem the visitor came to resolve, or cannot be accessed and shared easily across phones, tablets, and desktops.

The hosts suggest using one H1 that covers a broad topic, supported by focused H2s beneath it. If you have a large amount of content with multiple distinct sections, it is fine to use more than one H1, keeping each H1 within its own section. Very large content may be better split across separate pages.

The hosts explain that storytelling turns off the sales alarm in readers, making them feel they are not being sold to. Stories are inherently more interesting than dry facts, and people remember stories more than they remember plain information, which helps keep visitors engaged and more likely to take action.

Google Alerts notifies you by email whenever new content matching a chosen phrase is indexed on the web. The hosts recommend setting alerts for your company name, your name, top products, and target keywords. It is useful for brand management and for finding potential link partners writing about your target topics.