Importance of SEO and website access analysis in Thailand

Introducing measures that B2B companies have succeeded in increasing the number of inquiries.

In recent years, the number of inquiries from B2B companies has increased, all facing the same problem such as “I want to increase the number of inquiries.” Most of the B2B companies used sales methods of exhibitions, seminars, telephone calls, and face to face appointments. However, due to the epidemic of the COVID-19 and the Thai government announced and encouraged all the citizens to work from home, all of those main sources became difficult. Under this restriction, many B2B companies in Thailand are shifting the focus of their sales activities to online. This time, we will introduce specific online measures that B2B companies should adopt.

Introduction

The spread of the new COVID-19 was also a trigger, but many B2B companies have said for several years that “although we have created websites in the past, it can only be used for online product catalogs.” We have received inquiries such as “I didn’t expect much results that could be achievable from a website” and “I don’t know how to shift to online”.
Since “Customer acquisition” is the starting point of the business cycle, each company has developed a sales strategy suitable for each company, but for some time in Thailand, it has become difficult to approach face-to-face, therefore the first key measure should be focus on “customer acquisition”. The core of attracting customers online is the “website,” which is the face of the company. First, we will review the marketing measures of outbound and inbound, and introduce the flow of how B2B companies can obtain inquiries from potential customers.

What is Outbound Marketing?

Outbound marketing is a marketing measure in which a company takes an outward direct approach to existing customers and potential customers, such as by calling or visiting. Before COVID-19, the sales activities that B2B companies generally performed are this outbound marketing.

What is Inbound Marketing?

Inbound marketing, on the other hand, is a marketing method in which potential customers contact companies for the products and services they need. By providing information and services to potential customers, creating relationships, concluding contracts, and nurturing them into customers, we will increase customer value and lead to corporate growth.
Many executives still misunderstand that “If you launch a website, automatically there will be access from potential customers”, but just launching a website without any marketing strategies will not help for website access.
In order for inbound marketing to be successful, it is necessary to enhance the “website” that is the point of contact and implement measures to gain access.
In Thailand, users (potential customers) use Google search engine in order to find information, therefore how to make Google recognize and evaluate your website and to display it at the top of the search results will be the first goal. You will be asked to access the company’s website displayed in Google’s search results, and while you will be wandering around and browsing the information you are looking for, it will eventually lead to conversions (inquiries, membership registration, etc.).

Furthermore, nowadays, even if you can contact potential customers and connect to business negotiations with outbound marketing methods, it is rare that you reach a contract on the spot, and usually these potential clients will search again on Google about your company and make comparisons with other companies. This is normal behaviour.
In addition, the need for outbound marketing is gradually diminishing because the process of corporate recognition, product recognition, and even purchasing decisions can be completed on the website without face-to-face negotiations.
Some of our client companies also requested from their main existing customers, “Don’t bother to visit the sales staff with the catalog anymore. I want you to be able to do the final examination on the website because we will consider it internally.” There is also a case where it was done.
In this way, how to enhance the website and provide useful information to browsing users while trying to differentiate it is the most important point for acquiring potential customers.

Importance of the website

As this data shows, websites have become extremely important, and gathering information on websites has become more commonplace than traditional tools such as sales visits and catalogs and brochures.
Naturally, the contribution of website sales to B2B companies is greater than that of B2C companies that can purchase products in stores or online marketplaces.

The basic flow of inbound marketing that B2B companies aim for is to have potential customers access the website, circulate the information content provided on the site, and finally connect to inquiries, make contracts, and lead to sales.

I explained that the role of the website is very important for achieving this. For what purpose users discovered and accessed your site, how they wandered around the site, what pages they visited for a long time, and whether they left the site after getting the information they were looking for. By properly grasping and analyzing user behavior such as, the conversion (CV) values ​​such as “inquiry”, “request for materials”, and “member registration” will change significantly in the end.
Therefore, the website should be easy to access, design and layout, ease of use, visibility, whether the lead to the desired information is properly drawn, and whether the information required by the prospective customer can be provided accurately. It is necessary to make it while holding down one by one, and grasping what should be improved and how to improve it with data is an important point to lead to business results.

Specific measures to connect to business with the website at the core

Introducing how B2B companies actually create businesses with their websites at the core.
First, grasp user behavior. In order to connect to the business with the website as the core, each measure will be implemented in the following phases.

Phase 1 :Acquisition
Phase 2:Lead Generation/ Remarketing
Phase 3:Inquiry

In Phase 1, “Acquisition,” we will talk about “how to improve access” and “how to make contact with potential customers.” There are three main measures to create customer contact points.

1. SEO

This is a necessary measure to display it at the top of Google’s search result page. By taking SEO measures and displaying the website at the top of the search result page, we are able to increase the number of customers and eventually lead to the achievement of conversions such as “inquiries” and “requests for materials”, which are the main goal of utilizing the website. The users are always looking for the “answer” on the internet that can solve the problem that they are facing. Therefore, it is necessary to provide the information that the user will be looking for on the site while estimating the search intention of the user who has flowed in from the search.
It is also important that the content is easy for users to find and that it is easy to read. In the case of B2B companies, service content and business content tend to be provided in the form of an online catalog, but users leave the page without being very satisfied with “I do not know what to do from here”. There are many other possible cases. It’s difficult to be ranked high in search results unless you can grasp the search intent of your target user and provide useful information that is satisfying to that user.

2. Social Media Management

This is a measure to continuously operate social network media (Facebook, Instagram, Youtube, etc.) used by 80% of the Thai population as customer contact points to attract customers. In addition to the role of disseminating corporate information, it is possible to carry out activities to strengthen engagement (relationship with users) through communication with users. It’s easy to misunderstand that social media is different from your target, but since it is also the most used medium for collecting business information in Thailand, even B2B products and services are effective. While utilizing social media, it will lead to an influx of “more details” to the website. By linking the website and social media well, it will be possible to connect to inquiries.

3. Online Advertisement

This is a measure to display advertisements for products and solutions on the websites that the target browses, and to inflow from there to the company’s website.
Of course, there are other inflow measures that combine events that are held offline, but while there are restrictions on events that attract customers, the main focus is on measures that can be completed online.
The details of the measures differ depending on the services and products of the company, but we mainly implement the above three measures in an appropriate combination to get users to access the website. This is because in order to connect to inquiries, it is necessary to first make people aware of the existence of the website and to access as many potential customers as possible. After that, as shown in the flowchart above, we will develop efficiently while separating the measures to be applied to each user behavior.

Importance of access analysis after “Acquisition” on website

Website access analysis is important at the same time as increasing the number of site visitors. By utilizing access analysis tools we are able to analyse in depth for,

  • User behaviour
  • Most popular page the user viewed
  • Where and how the user come to the page
  • What page did the user viewed before coming to the contact us page

Etc.
It is possible to visualize various dimensions.
There are many access analysis tools, but at our company, a team of experts will analyze users behavior while utilizing “Google Analytics (GA)” which is provided by Google.
By properly grasping the number of accesses and users of the entire site, user behavior of a specific page, etc., it is possible to clearly understand the current state of the site, how the site is migrating and browsing by users, and based on the hypothesis that could be visualized based on the analysing, we are able to find out the solutions for improvements.

For example,
If you can understand the particular behaviour such as “Many users who visited the top page have transitioned to the company profile page and immediately left”, you can enrich the information on the company profile page or other details in the page. Improvement measures such as creating a lead to the page can be considered. If in the other case, that the behaviour was found as “there is a number of website access, but it does not lead to inquiries or material requests at all”, we could collect the user behaviour flow data and investigate which page has become the bottleneck for user to leave the page before visiting the contact us page. Possible that there is not much information on the service page that users were looking for, or maybe the contact us page was too much of a hassle for user to fill in all the columns before submitting.
Furthermore, if data such as “Users from Facebook ads spends longer time on blogs and column pages and they tend to go to the service details page after” is shown, while increasing the advertising budget for Facebook ads and increasing the number of inflows we can think of measures such as increasing the number of articles on blogs and column pages as well. For many B2B companies, increasing the “number of inquiries” and “request for materials” can be mentioned, but since the index of site access analysis differs and the improvement measures also change depending on each purpose, setting the goal in the beginning becomes very important.

As described above, we will build relationships after understanding the behavior within the website for each user group. In some cases, you make an inquiry immediately after visiting the site and have a business talk at once, but in many cases, the user will visit the site as a repeater for returning several times while comparing with other companies. We will encourage inquiries without interrupting the relationship with such users who are “interested but have not yet made a decision”. It develops users into leads.
These include retargeting ads based on behavioral data (ads that follow you with ads for products and services that interest you even after you leave the site) and download white papers (instead of providing the data you want). You can register your contact information), invite you to a webinar, distribute product videos, etc. to keep your interests and interests, and lead to conversion.
Of course, some users will completely leave the process, but it depends on business creation and sales contribution to get as many conversions as possible.
This time, we introduced the marketing strategies that could be used for “Acquisition” in Phase 1. In the next article, we would like to explain Phase 2 of “Lead Generation/ Remarketing”

ICOMM AVENU support the following job scope

Website development

from design planning to construction

Website maintenance

after the website is launched

content/image upload and adjustment

SEO support

consulting and format creation such as what kind of SEO content should be created based on the user’s search intention

Website access analysis

not just Google Analytics reporting, but also problem extraction, hypothesis setting, and proposal of improvement measures by analyzing user behavior

Online advertisement

keyword analysis, banner design production, video production

Social Media management

content creation, posting management, monitoring user reaction, analysis, proposal of improvement measures

3 Important Points Of Content Creation To Let Google Display At The Top Of Search Results

Have you ever experienced that your website does not appear on the top search engine even if you create content and upload it on the website? That is because the content is not written properly. The purpose of content articles posted on a website is to increase the ability of the site to attract customers, and ultimately to achieve results such as attracting prospects, increasing sales, and branding. Even if you launch a website with much effort, no one will access it just by launching it. If the website does not appear at the top of the search result page on Google, it will not be accessed and will not be known or lead to inquiries. This time, I would like to explain the points of how to write content that you should know in order to be displayed at the top of the search results.

Introduction

As of 2021, there are approximately 55 million Internet users in Thailand. Currently, Thailand has a population of about 70 million, so we know that 75% of the population uses the Internet every day. In addition, the number is increasing year by year, and it is predicted that the number will reach about 62 million by 2025.

As the number of Internet users is increasing, the most used Internet medium in Thailand is the Google search engine.

What this means is that on a daily basis, Internet users are looking for information that they want to search on Google. As a result, many companies create and post content on their websites that users may be looking for in an attempt to get them into their websites. By activating communication through the website, we can secure a route to inquiries and business negotiations.
To do so, Google must first display your website at the top of Google’s search page for users to access your page. Being displayed at the top of the search results means that the content is evaluated by Google.  The content must be useful to users as Google focuses on user experience as the business goal and Google aims to provide the best to users.

As I mentioned at the beginning, the purpose of the content posted on the website is to increase the ability to attract customers and ultimately lead to the acquisition of potential customers, inquiries, and contracts. Therefore, getting the user to access and for them to feel satisfied after reading it without leaving the page is very critical. In order to display it at the top of the search results, the key is how to effectively create content that can be read to the end.

This article has summarized the points of how to write high quality content, so it would be great if you could refer to it.

Things to keep in mind when creating content

The most important point to keep in mind when writing content is the “user’s perspective”.
This user perspective is one of the key factors that Google evaluates.

Focus on the user and all else will follow.
Google’s first rule in their “Ten Things” philosophy is to focus on the user before anything else. They state they have served more on users than Google’s internal goals and revenue.

※Source:Google 10 philosophy

Google also states the following:

Create pages that prioritize users’ experience rather than search engines.

※Source:Webmasters Guidelines (Quality Guidelines) – Search Console Help

According to the above statements by Google, creating content from the user’s perspective is an extremely important factor.
In order to create high-quality content with that in mind, the following three elements must be needed.

  1. Content details match with the user’s search intent
  2. Content is structured to make you want to read until the end
  3. Content is easy to understand for the users

It is important to write content that provides the information that users want, has an easy-to-read structure, and has easy-to-understand language and explanations.

We will explain each in detail.

1.Content details match with user’s search intent

What exactly is search intent? This is the user’s goal or intention when entering a keyword into Google search engine; why did you search by that keyword?, what do you want to know? If a keyword is usually searched for with the intention of finding out more about it, then this search must be informational.Same with me, users always have a goal or intention when they type keywords into search engines. In order to create content that can be read by the user, it is important to understand the “search intent = purpose” of this user.

For example, if the keyword that the user key is on a search engine is “improve access count”, we could assume this user may want to increase the number of visitors on their website. Moreover, if we try to dig deeper into why do users want to know?, we could assume that this user has a problem of gaining access numbers on their website and do not have the solutions to the problem, or they are already doing something to increase access numbers but not doing it properly and want to know how to improve. By understanding what the user really wants to know, we will naturally understand what kind of content should be included and what content satisfies the search intent.

It is also important to set goals for what actions you want users to take after reading the content. By setting goals and back-calculating what information should be included to meet those goals, it is possible to create content that is more user-satisfying.

Let me give you a concrete example.

Keyword: “improve website access”

User search intent (purpose):
“I want to increase the number of visitors to the site”

What users really want to know:
I already have a website but the number of accesses does not increase easily, so I would like to know the solution

User action (goal) after reading the content:
Example1 : Will try to do it based on the content
Example2 : I will consider outsourcing to the company

Content example that satisfies the search intent (purpose):

  • The current issue that the number of accesses does not increase
  • Provide solutions and ways to increase the number of accesses

Content example that guides user action (goal) after reading the content:

  • Procedures and methods to be practiced
  • Approach your company’s strengths
  • Lead them to inquiries, etc.

In this way, it is possible to embody the information and content to be conveyed by deeply grasping the search intention and setting goals as to what kind of consciousness the user wants to have after reading the content.

2.Content is structured to make you want to read until the end

The purpose of SEO content creation is to raise awareness of your company’s products, services and brands, and to make inquiries to prospective customers, which ultimately leads to contracts. Therefore, it is important how you structure the content to indicate users to read until the end without leaving the page. First, let’s look at the composition of the entire content.

Title

The title is the biggest factor in deciding whether a user will read or not read the article.

Title should be:

  • Able to understand “what you can get” and “what you can solve”
  • Able to imagine the contents at a glance
  • Able to attract interest

This is because even when the content displayed on Google’s search result, user might not click and see your content as it’s judged as not interesting.That is why choose a title that users feel “this content is for me. I should read it”

The following examples would be a good attention grabbing title:

  • 5 points of xxx
  • Three reasons that xxx
  • 20 years of professional states xxx
  • How to increase 40% for xxx
  • 6 items you want to check about xxx
  • Eight elements to be aware of xxx

Introductory sentence

Like the title, the introductory sentence is an important factor in deciding to read the content. The purpose is to write an introductory sentence that attracts users and tells them that “there is useful information as you read on.” To do this, it is important that the wording is used to guide the text to satisfy the user’s search intent. You can write an easy-to-understand introductory sentence if you are aware of how you can solve the search intent (purpose) (content that satisfies the search intent).

In fact, the introductory sentence of this content article that I’m writing says, “Many people who create content are not writing it properly.” I have written this sentence to grab attention and interest from the readers so the reader will feel “OH! How so? Am i not writing it correctly? What should I do differently?”

The fact that the user does not leave the page in the middle of the page and reads it firmly to the end means they are satisfied, and the user’s evaluation increases. As the user’s evaluation goes up, Google will judge it as “useful information for the user” and display it at the top page of the search results.

Actual content

Obviously, the text is a part that greatly affects user satisfaction. You should also try to include content related to the title in the text. Users who visit the page because they expect the content to be related to their keyword that they key in to the search engine. At this time, even if you click on a title that matches your search intention and visit it, if the actual content does not match the title, the user will feel disappointed and will leave without satisfaction. The value to the user is determined by how credible the content that matches the search intent can be sympathized with the user.
As a result, it will be evaluated by Google and will be easily displayed at the top of the search.

Ways to increase credibility include describing specific data, introducing use cases, quoting words from experts and famous official websites, and introducing both advantages and disadvantages.

Below are the bad and good examples when creating the actual content details:

  • Bad example: The most implemented solutions in Thailand
  • Good example: A solution that improves operational efficiency by an average of 40% after implementation in Thailand
  • Bad example: Very popular products and services
  • Good example: We have a track record of being implemented by more than 100 Japanese companies in Thailand

When you see the good examples, it can be stated that by writing the specific numbers in the details, it could increase the credibility of the actual content. Also by including not only general information but also one’s unique ideas or opinions, company’s strengths and appeal points that are different from other companies, content originality will be enhanced and could increase credibility that will lead to content efficiency.
In addition, it may be difficult to convey the content by just text alone, it is kind to the users to compose with some images, graphs, and charts. By visualizing the content, users’ understanding will be deepened and it will lead to satisfaction.

Summary

Summary content is a very important part as a sentence that reviews the entire article and guides the users to the next action. By including words such as “Please contact us directly” at the end of the article after introducing your company’s products or services, you can encourage the user’s behaviours and actions to the next step.

3.Content is easy to understand for the users

What is often neglected when creating content is whether it is written “easily” for the users to understand. For this, it is important to be aware for the below 2 elements.

Content matches the literacy level of users

When the writers who are familiar with their services and products create the content, they tend to use “terminology terms” such as technical terms and industry terms, which often gives the impression that it is difficult for the users to read. This kind of hard-to-read content causes users to leave the page and affects their evaluation criteria with Google.
However, it is not always the case. It is very important to know who you are delivering the content to, and grasping the literacy level of the target users, so the usage of terminology terms could be adjusted depending on the target audience. For example, in the case of “digital marketing”, when creating content for the users who are in this field, it is not necessary to avoid any difficult terms so much, compared to the users completely different fields. As from our experience, many clients who are mostly not in the digital marketing industry, often question “what is digital?” so it is necessary to explain what digital marketing is as a start. In that case, we can compose the word “digital marketing” for a better understandable phrase. By setting the target and assuming the users literacy, you should be able to see how you can write the content using preferable words and phrases.

Content is easy to read

Article that is not read until the end could conclude it is not a very good content. Users tend to wander around search engines and sites for useful information that they are looking for, so if the details in the article were considered not related, they will exit the page immediately. To solve this problem from happening, the PREP method is the most highly evaluated method for structuring the content.

Point:Conclusion is xxx
Reason (Supporting the point):Because~ xxx
Example(case studies or actual problems):For example、xxx
Point(conclusion/summary):Therefore, it is concluded that xxxx

Here is an example of using the PREP method for structuring.

Keyword topic example:「Digital Marketing」

Point ”Digital marketing has become very important in Thailand, where face-to-face sales are restricted due to the influence of COVID-19.”
Reason ”This is because the number of corporate personnel who collect information online is increasing, and the number of cases where inquiries through the website lead to business negotiations without visiting directly is increasing.”
Example “For example, xxx has been the most issues and problems that many companies in Thailand are facing.“
Point ”Therefore, digital marketing is very important.”

Keyword topic example:「Production Management System (solution)」

Point”In the Thai manufacturing industry, where improving operational efficiency is an urgent issue, digitization such as the introduction of production management systems is progressing.”
Reason”The reason is that by utilizing the production control system, the production process can be visualized and it will lead to the elimination of personalization.“
Example”For example in Thailand recently, xxxx has been the most issues that causing the problem of xxxx”
Point”Therefore, digitization such as the introduction of production management systems is important.”

In this way, if you come to the conclusion of what you want to convey first, and if the content that supports are written, you can create very easy-to-read content that is easy for the user to understand.

Summary

This time, I explained three points of how to write content that you should know in order to be displayed at the top of the search results by Google.

  1. Does it match the user’s search intent?
  2. Is it structured to make users want to read on?
  3. Is it made easy to understand?

The key to creating good content is to always remember the “user’s perspective.” This user perspective is an important factor in Google’s evaluation, as Google’s primary goal is to provide useful information to users in search results. If you create content with the user’s perspective in mind, it will be evaluated by Google and will be displayed at the top of the search results.
If the site is displayed at the top of the search results, we believe that it will eventually lead to an increase in the number of site visits and inquiries.
I would be grateful if you could refer to the contents introduced this time.

If you have any problems such as launching websites in Thailand, Malaysia, or Asian countries, but the number of accesses does not increase, or you do not get inquiries, we recommend that you start content SEO. We also provide consultation on content proposals from keyword analysis, which is important for starting content SEO, and support digital marketing in Thailand, Malaysia, and Asian countries. First of all, if you have any concerns about the current situation, please feel free to contact us!

What Is Content SEO? Effective Ways To Increase Leads By Content Creation In Thailand

Table of Content:
1.What is Content SEO?

2.Advantage of Content SEO
Advantage1:Costs can be reduced because no need to allocate for advertising budget
Advantage2:The effect of attracting customers is maintained for a long time
Advantage3:The more content you accumulate, the more it becomes your company’s assets
Advantage4:Increase brand credibility and awareness
Advantage5:It can be expected to attract customers by users sharing on social media

3.Disadvantage of Content SEO
Disadvantage1:It takes time for the effect to appear because there is no immediate effect
Disadvantage2:It takes effort and time to create content
Disadvantage3:Requires regular maintenance

4.Articles highly rated by Google and users

  • Understand Google
  • Understand the users

5.Effective content creation flow

6.Summary

There are many companies who still think that once they have created the website, users will automatically access it. A lot of companies start a website with a strong ambition of “let’s make it a cool design” or “let’s make the website that is easy for users to use”, but not really realizing how many number of accesses will this website have nor what ranking it will appear on the search results on Google search engine for the users to able to find your website. As the users only visit the website that shows on the top 2pages at max on the search results, having your website on the top page of search results is very important.
When the Internet came out new to this world, the number of companies that had websites was still limited, and it was normal that the website showed on the top page of search results. Nowadays, “1 company, 1 website” has become typical, the ranking of search results becoming the attribute for users to select what is a good website and what is not. With Google’s vast and complex algorithms, Google categorizes the vast number of web pages in the search index, and instantly displays the most relevant  and useful information that users are looking for. This affects the results in ranking of search engines. In order to show your website on the top ranking, the most important aspect that Google determines the ranking is by how useful the information and content is for the users who are searching. Google search algorithms consider various factors such as search keywords, page relevancy, usefulness of the content, updated content and many more. All of these factors are important in content SEO.

Content SEO is to optimize the search results by regularly updating the website with high-quality content (the part corresponding to the blog article). However, it is not just a matter of writing an article and uploading it on the website. If you upload the content SEO without knowing it deeply, you may have troubles such as “The number of accesses does not increase even though it is updated” and “It is not displayed at the top of the search results”.
So what kind of content is displayed at the top of the search results? In this article, I would like to explain exactly what content is highly evaluated in “content SEO” from the perspective of Google and the user.

What is content SEO?

Content SEO is a strategy to attract search engine traffic on a website by creating content. Google determines the ranking of your website on their search result page by various factors.

By regularly updating articles/blogs on the website that contain useful information that search users are looking for, and enriching the content, these will be the key aspects in determination of making the website display on the top search results.
Google ranks websites by crawling (the program which follows links and crawls all websites) with all kinds of scrutiny and unique algorithms. It is very important to understand what the evaluation criteria from Google are evolving in order to create content.

“Content SEO” = It is important that the content rating is high from both Google and users perspectives

Now let me introduce the advantages and disadvantages that should be understood when starting content SEO that aims to display high-ranking search results.

Content SEO advantages

Advantage1:Costs can be reduce as there is no need to spend for advertising costs

Content SEO is a possible measure if you can publish high-quality articles (content) on your website. Search advertisements that display websites at the top and banner advertisements that encourage access will incur costs each time. On the other hand, content SEO is a strategy to display your website on the top of search results by organic search without using any advertising costs, so it can be implemented if there is a person in charge of creating articles. If you can assign a person to create an article, you don’t have to outsource article creation or hire a writer, so it can be started without any additional cost. Of course, if you are a person in charge or a professional writer who has some knowledge of SEO, you can expect more useful articles, so you need to keep that point firmly when assigning an article creator. Unlike advertising costs, where continuous investment is inevitable, if you can create an article, you will not incur continuous costs, so costs can be kept down.

Advantage2:The effect of attracting customers is maintained for a long time

Another biggest advantage is the sustainability of the effect of attracting customers. Website customer attraction measures such as search advertisements and banner advertisements will naturally drop their effectiveness once the advertisements are stopped. Content SEO, on the other hand, will continue to attract potential customers from search engines if articles are posted regularly on the website. In contrast to advertising measures that attract customers in a short period of time, content SEO is characterized by being able to maintain stable customer attraction for a long period of time.

Advantage3:The more content you accumulate, the more it becomes your company’s assets

Content SEO measures become the assets of the entire site by accumulating contents. By enriching the content evaluated by Google and users on the site, the majority of the inflow will be from users who are looking for that information, not from advertisements, so the numbers of sales qualified opportunities inquiries will increase. Advertising is effective if you want instant results but requires the investment in advertisement to maintain the performance. On the other hand, by enriching the content, the site itself will be displayed at the top of the search results in the long term without using advertisements, so it will be possible to contribute to attracting customers in the long term continuously

Advantage4:Increase brand credibility and awareness

You will need to create and provide content for the users, assuming the information that users are looking for. It is very important to satisfy the users and make them feel, “This company will provide content that will solve my problems”, “This site has useful information”. In addition, by always including the company logo or company name on the content page of the site, it will be possible to raise awareness from users who visit many times.

Advantage5:Since it is highly spreadable, it can be expected to attract customers from non-search users

By placing an SNS share button in an article, users who highly value the article are more likely to spread to other social media platforms. In addition to the inflow from search engines, we can expect to attract customers from social media, which will lead to increased awareness of products and services and acquisition of new customers without investing in advertisements.

Disadvantages of SEO Content

Disadvantage1:It takes time for the website to appear because there is no immediate effect

Content SEO does not have the immediate effect of rapidly increasing the number of accesses as soon as an article is created and uploaded on the web. This is because it takes time for Google to crawl and evaluates a huge number of websites, selects the sites to be displayed at the top, and ranks the search results. If you have just launched a website and it’s new, Google will judge it as a “website that cannot be trusted yet”, so it is important to regularly upload content and gain the trust of Google. By disseminating useful content “continuously”, if Google evaluates that “this site continuously disseminates useful information to users and contributes to users”, it will be ranked high in the search results.

Disadvantage2:It takes effort and time to create high quality content

Content SEO is a measure in which it is important to create useful articles. Since it is not completed after writing it once, it is necessary to continuously create articles. If you create it in-house without outsourcing, you need to assign a writer in charge to maintain the continuity of article updates.

Disadvantage 3:Requires regular maintenance

It is necessary to continuously create articles, and once uploaded content, regular update work is required. What this means is that Google is making daily improvements to providing useful information to its users and updating the rules for determining search rankings. If you leave the article as it is because it is displayed at the top of the search results, Google will judge that “information has not been updated = users are not looking for this information” and the ranking will gradually drop. The ranking also depends on whether the user actually accessed the content and whether they were satisfied with reading the content. If what users want fluctuates, so does Google’s rating. As a result, articles need to be updated on a regular basis to meet the changing needs of users and the changing criteria of Google. You will need to carry out regular maintenance by analyzing what kind of content is most useful to users and leading to improvement.

Articles highly rated by Google and users

First of all, when implementing content SEO,you need to understand that all articles are evaluated by both Google and users. Google constantly scrutinizes with its own algorithms and aims to provide users with useful and relevant information. Google search engines are also evolving day by day to meet the ever-changing search needs.

Understand Google

In the first place, Google will explain why it is necessary to continue to scrutinize and evaluate the websites that are displayed at the top of the search results on a daily basis with the fundamental Google business model.

Google’s business structure is supported by advertising revenue. Google is made up of people all over the world using Google’s search engine. The more convenient Google is, the more users will use it, and the more users will see the Google ads. The more users see the ads, more people will click on the ad, which will ultimately be Google’s advertising revenue. By making money from advertising, Google helps users provide the information they want for free. The more you trust Google, the more you use Google’s search engine, and Google puts you first and provides the information you’re looking for. In order to identify the best information that search engines can provide to users, Google analyzes a variety of different factors, such as new content, the number of times search keywords appear, and the quality of the user experience of the page. It evaluates its usefulness and determines the ranking of search results.

It is important to create an article while considering the evaluation of both Google and users when disseminating content.

Understand the users

Now let’s understand the user’s perspective. It is necessary to design the content creation policy after understanding the points when to use the search engine and what they want to use the search engine. The users who search engines always have a purpose, whether that is information, answers to your questions, interesting articles and so on. The content that can provide useful information for the keywords that the user searches for is the content that the user is looking for. It means that the quality of the content is important, whether the user is satisfied or not after browsing. The criteria for determining the quality of content are the time spent on the page and the rate of migration within the site. This performance should be analyzed using Google Analytics. We also support Google Analytics services, so please feel free to contact us. Another metric that users rate is whether the site is ranked high in search results or not. When the website is displayed in the top ranking it means that Google trusts this content which means users desirable contents.

What is Google’s philosophy of a trusted website?
Important website elements to be evaluated by Google are the following Google principles.

  1. Transparency
  2. Consistency
  3. Authority
  4. Neutrality
  5. Objectivity
  6. Public interest

Transparency is the shedding light on the process. If the process is disclosed in detail, it is evaluated as a site with no lies or hidden facts = a site with highly transparent content. For example, just posting a photo of Before and After before makeup does not tell you if the cosmetic was really used, and Google will downgrade it because it is not transparent. The more photos of the process between Before and After, the more credible content the user will find. From that perspective, video is the most transparent and content that Google likes.

Consistency means that details of contents’ philosophy and policies are consistent. If the idea or logic is inconsistent among multiple contents and it is judged that this website is uncertain about what it is trying to convey, it will be evaluated as a disadvantageous site for users and the search ranking will not be rated as top.

Authority is whether the industry or the authority of the road supervises the content without disguise. Google considers the content to be reliable and good for users if it is clearly stated that it involves a professional on the road, an authoritative person that more people know, rather than a solution that does not know who is saying it.

Neutrality is not biased toward one-sided opinions, but whether it is neutral or objective. Even content that proposes one solution is evaluated as highly neutral content by introducing opinions and data from various positions.

Objectivity is the evaluation axis of whether the content is guaranteed to be objective. It is important to ensure authority and neutrality, and to have objectivity in the proposals and solutions in the content. For example, writing an article while disclosing the result data of quantitative surveys such as consumer questionnaires and qualitative surveys such as group interviews will greatly improve the evaluation of objectivity.

The public interest is the perspective of whether the website is in a position that only it should be. If the content is just to sell your company’s products and services, it will not be evaluated for public interest and it will be difficult to be displayed at the top of the search results. In addition, it is also an important factor for Google to make inquiries properly on the site, specify the contact point and transmission method of complaints, and “properly respond to users even if something goes wrong”.

Effective content writing flow

Now that you understand the content that Google and users rate, let’s understand the flow of actual content creation.
The figure below shows an effective article production flow.
First, we will conduct a keyword survey, create content that matches the search intent, and even after the article is published, we will continue to use PDCA such as effectiveness verification and rewriting.

First is the target/objective setting. You will need to decide what kind of target you will deliver the content to and what kind of goal you will want to achieve. Since this part determines the direction and results of content SEO measures, you will firmly clarify the purpose, target users, and set content patterns.
For example, if you set a goal to increase inquiries, consider who the target you want to inquire about, and whether that target knows your company’s products and services in the first place.
If your company’s service is a “solution,” we will dig deeper from the perspective of what kind of solution you are providing, and clarify it as “IT solution,” “accounting software,” “production management tool,” etc. However, the term “solution” is different for some people who are not interested and for some people, depending on the category of the solution. For example, if you are searching for “IT solutions” below would be the common demand.

  • Want to purchase an “IT solution”
  • Want to compare other companies of “IT solutions”

It is necessary to identify the user’s interests and desired information, such as investigating the merits and demerits of “IT solutions”. Creating the content that each target user wants is important for successful content SEO.

Next, we will identify and prioritize the keywords and benchmark sites that we aim for in keyword design. Here, we define what keywords and categories the target user is searching for, and determine the priority depending on whether it is a potential user or an actual user. After that, we will decide the content to be created based on the keywords. For example, we will organize by assuming the user’s search intention from the keywords in our products and services as follows.

The important thing here is to make a firm guess at what the user really wants to know (the question the user is reading and having). By clarifying this part, it will be possible to create content that answers your questions.

Next is the formulation of production rules. By deciding the rules that will be the guidelines for production before planning the content, you can create the content smoothly, so you need to decide before you start planning. When creating content, it’s important to set the ultimate goal of making users happy that they’ve solved the problem after viewing the article. The three points to be done at the planning stage are as follows.

  • Setting content goals and elements
  • Creating story design
  • Creating titles and headlines

 

What are content goals and element settings?

For example, if the content that contains keywords of “production management tool”

  • Understand the criteria for selecting production control tools
  • Understand the production management tool that suits your company
  • Can imagine the introduction

Those above points will be the final goals. We will organize the elements necessary to achieve that final goal. In the above case, points listed below should be created in one content.

  • Necessity (benefits) of production management tools
  • Effects and examples (case studies) of production management tools
  • Comparison of production control tools, procedure
  • Understanding the current situation and organizing issues that occur due to lack of production control

In creating story design, based on the elements necessary to achieve the goal, we will create the story of the article while well summarizing the answers and solutions.
The purpose of site operation is not only to acquire the number of accesses and page views, but also to set “I want users to purchase products and services” and “I want sales qualified inquiries” for users who visit the site. This story design is a particularly important process.

Finally, creating titles and headlines is an important factor in deciding whether or not a user wants to access them at a glance, so it is necessary to carefully consider the title and headline when designing content. It’s also one of the important indicators for Google to judge the content of the website, so it’s not just a matter of giving a title that has an impact. If Google evaluates that the content content and the keyword are highly related because the title contains the keyword, it is more likely to be displayed at the top of the search results.

For example, the bad title example and good example when aiming with the keyword “production control system” are as follows.

Bad example : Do you have any problems like this? Must-see for those who are considering production management!
Good example : 5 points to realize 40% cost reduction by implementing production management system

 

We can understand that both titles are aimed at targets that are considering introducing the keyword of “production management”, but since the bad example is not a keyword such as “production management system”, Google can not judge that it is the content of the production management system. Since the ranking of search results is evaluated by the difference in title, it is necessary to keep in mind to create a title that firmly includes the targeted keyword.

After setting the content creation rules and planning in this way, we will create the content. Even after creating the content and uploading it on the web, it is important to update and re-write the content at regular basis. What is missing for the user by turning PDCA while verifying the effect? What element is missing for Google to evaluate? It is extremely important to update the content that is evaluated while thinking carefully about the both perspectives of users and Google

Summary

We have introduced the importance of evaluation from the Google perspective and user perspective, which are necessary for creating content. Google always puts user convenience first and is constantly evolving, and it is our mission to provide search users with content that puts users first. This is because it is a business form that is used by users and earns profits by providing the information that users want. In order to be displayed at the top of the search results and to succeed in content SEO, it is necessary to constantly update the content that considers the user.
If you have any problems such as launching websites in Thailand, Malaysia, or Asian countries, but the number of accesses does not increase, or you do not get inquiries, we recommend that you start content SEO. We support digital marketing in Thailand, Malaysia and Asian countries.
If you have any concerns about your current situation, please feel free to contact us!