So much of your online marketing efforts are about SEO, search engine optimization.
You optimize your site and all its pages so that your content appears higher in Google search results so that you get more brand visibility and more traffic.
Getting more traffic is great, but what you ultimately want to do with that traffic is get more leads and sales, and that’s where UEO, or user engagement optimization, comes in.
SEO may get people to your site, but if they are not engaged, they aren’t likely to act. Instead, they may browse for a few moments and then leave. They may even read an article or two. But they ultimately won’t buy anything, and they may not even return.
By optimizing your site for engagement, you draw people in and increase the likelihood that they will follow through on your call to action.
You don’t actually have to abandon SEO, but you should be focusing a lot more of your efforts on UEO than you likely are already.
In order to know if you are properly optimizing your site for user engagement, you have to first know how to measure your success.
How do you know if visitors to your site are truly engaged?
Some of the metrics for user engagement include:
- Time spent on the site
- Page views per session
- Click through rate
- Likes and shares on social media
- Conversion rates
Intuitively, you understand that these are the appropriate metrics. If a person is engaged with your content, they are going to spend more time on the site and look at more of the content. They are going to share your content on social media. They are going to click through on your ads. They are going to buy your products.
To know that your users are really engaged, you have to see that they are doing something – not just showing up on the page.
Elements of Engaging Content
So how do you make your content more engaging? How do you optimize for it?
You need to recognize what makes content engaging and then include those elements as much as possible on the page.
Some of the things that make content more engaging include:
- Topical relevance
- Controversial subject matter
- Ability to elicit a strong emotion (of any kind)
- Relevance to the user’s life or experience
- Compelling argument
Engaging content should not only have these elements in the body but should also have a compelling headline and strong imagery. Every aspect of the content should work together to draw in the reader and keep them engaged.
Content doesn’t have to rely on a gimmick to be engaging. Content that is well-researched and well-written can be just as engaging as content that moves a reader to tears. The only thing that matters is that you are drawing in the reader in some way.
The more of these elements you can include, the more engaged your reader is likely to be.
The Right Tools
Once you know the elements to include and how to measure your engagement, you can start creating the right content.
Always put your full effort into researching and writing articles. Readers can spot flimsy articles a mile away, and they will avoid them. Let the quality of your writing and research shine through.
Try to employ some emotional hook in everything you write, but make sure that it is organic. If you are using a gimmick, readers will know, and they will move on.
Make sure that you are providing the right content to the right reader. Crafting a persona for each article you write will help, but so will using the right content recommendation tools.
You can’t analyze every visitor yourself and manually deliver content that is suited for their needs, but you can use a content recommendation tool likethat does that very work for you.
Some tool relies on user-intent signals to better understand what each user is searching for when they arrive on your site. The tool then places links for content tailored to that user at that time and on the browser and device the person is using.
By delivering the right content to the right user at the right time, increases user engagement on your site, which helps you do everything from increase your leads and sales to increase your advertising revenue.
If you create a marketing strategy that combines SEO with UEO, you will quickly start meeting your company’s goals. You’ll get the exposure and traffic that you want, and you’ll be able to translate that into the leads and sales that you want.
UEO is likely to become the next big buzzword for online marketers. Start crafting your strategy for it now and stay ahead of the game so you can edge out your competitors.