What does your story have to do with search engine optimization?
Why SEO Needs Good Storytelling
There is no denying a solid SEO campaign is built on extensive strategy, well-researched keywords, quality links, and intelligent analytics reporting.
But beyond the roadmap and the data that work to improve your online influence is the story – what you are trying to communicate to your audience.
All the right keywords in the universe are not going to matter if you are unable to tell visitors exactly what they need to know, in order for them to take the desired action.
So if you want to use SEO to sell more products, get more subscribers or increase attendance, then you need a good storyteller who can draw in your audience with influential messaging…without compromising SEO best practices.
Clear Writing = Clear Thinking
In his book, Rework, Jason Fried concluded, “Clear writing is a sign of clear thinking. Great writers…know how to communicate. They can put themselves in someone else’s shoes. They know what to omit.”
When it comes to SEO, there is often a need to be succinct while also telling a story that appeals to your audience. Whether that means emotional engagement or practical application, the truth is the words are what drive readers to take that next step. This is what makes search marketing worth all the time and effort.
It’s Not the Product, It’s the Experience
Sell a good night’s sleep, not the mattress.
This is a somewhat well known phrase among writers, especially in the marketing and advertising industries. The gist of it is customers want to know what’s in it for them. They want to know how a product or service is going to solve their problem. Storytelling is an effective way to describe the type of experience they will have if they use your product or service, rather than only talking about the features of what you are trying to sell.
If you want to sell a luxury car, then communicate the exclusivity of owning one. If you want to sell a legal service, then talk about hope. It is all about the story when it comes to SEO and selling your business through search marketing.
Whether you are engaged in search engine optimization or you are considering it for your business, take another look at how you are communicating with your audience. If your SEO is falling short, then perhaps your story needs to be clarified. Perhaps you need to stop telling people about the product and start telling them about the experience. Because what every business has is a story, and perhaps what you need to stand out from the rest is a good storyteller.