Author: April Hall
Copywriter

The goal of every search engine marketing company is to attract new viewers to their clients’ websites. All sorts of SEO strategies are employed, from targeting popular keywords, to implementing long tail keywords, to using social media sites as a means of page promotion. There is so much opportunity to attract the millions of internet searchers everyday that most SEO companies view those potential viewers as the “holy grail” of internet marketing.

Now, it’s no secret that increasing your page views is quite an accomplishment. Every good SEO marketer will tell you that there is almost nothing more excited (during the workday, at least) than having a meeting with a client during which you can show them the latest Google Analytics Report that documents a sharp increase in page views. Seeing their face shine with the recognition of hundreds of new potential customers makes all the mundane keyword research and social media submissions somehow worthwhile, doesn’t it?

(By the way, if you are new to SEO and have not learned how to use Google Analytics Interface, take a look at the video below. Your search engine marketing will never be the same!)

But what about the companies whose websites don’t have an over-abundance of new, unique page views; but who have a loyal client base of returning viewers? Is it worth neglecting the needs of these long-time visitors while we chase the dream of new ones? Are these two groups mutually exclusive? No! With a bit of creativity and a large measure of work, search engine marketing companies can cultivate relationships with new page viewers while rewarding loyal customers at the same time.

  • Keep your content informative. Don’t just create website content that hits the right number, and the right type, of keywords; tell your readers something new and different about what your company is up to. Do you have a new product coming out? Incorporate that information into a new page–never forgetting to do a bit of keyword research beforehand.
  • Update your content regularly. Not only will new SEO content help to drive up your site on the search engine results pages, but it will add some interesting information to viewers who regularly come to your website.
  • Add a bit of humor and personal flavor, where appropriate. Who likes to read boring, dry page content day after day? A bit of humor added into an otherwise informative page helps to break up your content and make your company seem more personal. A company with a personality is always welcome, whether the readers is a longtime customer or is just browsing through the internet.

So, the next time you are adding some fresh page content to your clients’ sites, take a step back and look at it from the eyes of someone who visits the site frequently. Is it boring? Does it provide new information about the company’s products or services? Remember, you are writing page content not only to new readers, but to viewers who have been loyal page visitors for a while. Reward those longtime customers by providing something worthwhile for them to keep coming back to!