In this ever-changing online world where things changed over six months.
What approach should be taken to be able to grow the online business sustainability?
interesting question and to that my answer was If we takes care of
these 3 aspects, we would be able to build a sustainable and stable
business over the long term.
Let’s see what they are.
In the online world, a billion searches are happening every day for various reasons. For example, you are an online store selling mobile phones what could be the more pertinent search for you? An iPhone history our latest iPhone X Model which is more relevant for you? The second one Right? Which means understanding the context of what that search is so important for your business.
Because if I were to optimize for iPhone history which has been searched 10K times. It’s not going to bring your business. It just going to bring me traffic where people are trying to search for the iPhone history.
You want people to buy from you, Right? Therefore, capture the intent of the keywords being typed in and then optimize your online presence for that intent. That will always deliver relevant traffic for you and relevant traffic means business.
Once you’ve established intent on the search. You must quickly able to position the content that addresses that specific intent. So if in the previous example: latest iPhone X model Right? The content should be positioned to show various versions of the model, colors & specifications & everything that the user wants to know when he is making that final decision. What’s more? There should be also things like giving him comparisons to other models so that he can make an informed decision and at that place itself.
If he has a query, he should be able to connect with you as well. So positioning that content is so very important. So you understand the intent then you position your content to be able to convert that relevant traffic into an engaged one.
3) Engagement & Enablement:
The part of the content was to ensure that you create your content in such a way that the user remains engaged on your website or your online presence. So there are some questions, he is talking to you, looking at videos, reviews. He is able to ask questions. It’s all engagement.
once you’ve got him engaged you have to be able to give him the power to
make those buying decisions and to be able to simplify his buying
experience. So you have an e-commerce facility on your website so he can
make that purchase decision. You have a facility where he can request a
quote, he can compare models, and you can give him offerings of
accessories along with his purchases.
All that is enablement for the customer to make that buying decision.
So if you go through this root INTENT | CONTENT | ENGAGEMENT WITH ENABLEMENT
Irrespective of whatever happens in the online world, technology will change, the competition will increase, and search engines will go up and down. But you are directly targeting the customer. If we do that then that is no harm to business your business would always remain stably sustainable. Yes, you will have to make those changes. You will have to adapt to changing new technology and environment.
But the primary focus is the customer. So if you really understand your customer, you will be able to deliver long term business for your customers and grow your online business.
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