Cât condei trebuie să ai în SEO? Până acum
ceva timp, aproape deloc. Doar că Google s-a tot schimbat de-a lungul timpului
și a ajuns să simplifice cumva lucrurile: SEO capătă sens când înțelegi că oamenii sunt mai presus de algoritmi.
Mai exact:
Google nu mai aduce în top textele scris
pentru roboți, ci textele smart, interactive, cu esență și veridicitate. Ceea
ce îngreunează puțin munca departamentelor de content writing din agențiile
SEO.
Content marketing-ul nu mai este chiar floare
la ureche. Necesită muncă de cercetare, logică în structurarea informației și,
nu în ultimul rând, condei. Asta înseamnă că un alt criteriu important de care trebuie
să ții cont atunci când îți alegi agenția de SEO cu care urmează să lucrezi
este calitatea content-ului scris pe
care ți-l oferă.
În altă ordine de idei: content writer-ul este un pion cheie.
CONTENT WRITER-UL:
INSIDER SAU OUTSIDER?
Prima întrebare care apare în mintea oricărui
business owner atunci când apelează la un content writer este: Cum poate cineva să scrie conținutul de pe
website-ul meu, fără să-mi cunoască aproape deloc business-ul? Corect!
Întrebarea este cât se poate de legitimă.
Content writerii nu pot scrie despre
business-ul tău dacă nu știu nimic despre el. Tocmai de aceea, agențiile care
fac un altfel de SEO stabilesc un așa-zis proces
de cunoaștere a companiei cu care lucrează.
Fiecare angajat nou parcurge, la început, un
proces de acomodare și familiarizare cu profilul companiei pe care o vor
reprezenta prin munca lor. Mai exact:
• Sunt
introduși în cultura companiei
• Participă
la programele de training destinate noilor angajați
• Primesc
acces la documentele și procedurile interne ale companiei
•
Li se explică foarte clar ce obiective au și
ce se așteaptă de la ei
Printr-un proces asemănător ar trebuie să
treacă și content writerii care vor scrie despre business-ul tău. Este adevărat
că nu sunt angajații tăi, însă au nevoie de câteva inside-uri pentru a putea
genera un conținut de calitate, care să reflecte într-adevăr specificul
companiei tale și să te diferențieze de concurență.
Totuși, un astfel de proces poate dura ceva,
ceea ce naște o altă întrebare: Cât de
fezabilă este o astfel de practică?
CÂT DE
INTERESAȚI SUNT CONTENT WRITERII DE BUSINESS PROFILE-UL TĂU?
Spre deosebire de angajații companiei tale,
content writerii nu trebuie să fie insideri 100%. Este de ajuns să li se
contureze un business profile după care să se ghideze atunci când își pun
creativitatea în cuvinte.
Mare parte din procesul de furnizare a acestor
informații va fi ghidat de ei, printr-un set de întrebări bine pus la punct,
așa că lucrurile vor funcționa mai rapid decât în cazul noilor angajați.
Așadar, nu se pune problema de câteva zile de muncă, ci doar de câteva ore.
Treaba ta va fi să te asiguri că ai un profil
de business bine conturat, pe care îl poți reda cu ușurință. Dacă toate aceste
informații există deja într-o prezentare standardizată, cu atât mai bine.
Un astfel de Business Profile Document va fi
de foarte mare ajutor:
●
Este un mod bun de a-ți verifica identitatea
business-ului și poziționarea pe piață.
● Departamentul de content writing nu va pierde
din vedere ce este important, atâta timp cât exprimi foarte clar: ce vinzi, cui
vinzi, cum vinzi, ce avantaje ai față de competiție.
● Se salvează foarte mult timp de ambele părți.
Odată ce ați stabilit un Business Profile Document, content writerii pot apela
la el de câte ori este nevoie, fără ca tu să îți mai pierzi timpul repetând
mereu aceleași lucruri.
Așadar, comunicarea este cheia succesului și
cea mai importantă etapă către un conținut de calitate. Asigură-te că cei care
fac SEO pentru tine nu te ajută doar să ajungi pe prima pagină din Google, ci
să te și menții acolo. AdMarks este una din agențiile care transpune
business-uri în idei scrise care prind la public.
Thank you for taking the time to publish this information very useful! online marketing
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