People buy from brands that will help them transform. Be it getting more fit, healthier, smarter, courageous, you name it. In some way shape or form, they are looking to become a better version of themselves.
While features and improvements to your products/services are needed for validation, they pale in comparison to the adventure set before your customers.
Focus on the adventure and be a brand that can take customers to new heights.
The obsession people have with SEO is mind boggling. It's as if SEO is a silver bullet to make up for having an undefined audience and not knowing what they want. I've seen a lot of marketers and the work that they produce. Most of the time, I'm disappointed because it's obvious what game they are playing. They write keyword stuffed blogs with no soul and refuse to write copy that engages people on an emotional level in the hopes of pointing Google searchers to a page.
It's not that I believe all content should be that way, but in order to actually connect with someone so they convert on your page, you can't write for a search engine. Search engines operate entirely on rationale, humans invest emotionally.
As such, both creative messaging and effective SEO need to be in harmony. You can write for search engines until you're blue in the face, but a search engine is not going to have the emotional nuance as the human who will be making a buying decision. You have to trigger them beyond having all the right keywords on your site.
If I had to put my finger on specific things that focusing solely on writing for search engines fails to consider, it'd be these two things:
In short, make awesome content for humans. If possible, make it search engine friendly.
As the glue-sticks, scissors, and magazine cut-outs were thrown about, my friend Hayley called my name.
"Zach, I found your word."
She held up a magazine page to show me the word REBEL in all caps and in black and white nonetheless.
Now, here is what's flattering: that is my word, and I've been using it since I started working for myself in late 2017. It's a small thing, but that fact that I did not have to claim that as my word and instead had someone else claim it for me means that I've become synonymous with it.
Why does this matter?
Building a brand is about making people feel a certain way about your business. If you're lucky, you can get the same emotional response from different people that interact with your company. So when someone says the exact word I want them to feel about me, it shows that I'm on the right track.
If I had tried owning all the words, there's no way Hayley would've made that comment yesterday. But because I've invested and gone all in on the word REBEL, she made the connection instantly.
Find your word.