Every time someone goes to make an internet search, they have an intent. It’s a marketer’s job to answer that intent, as comprehensively as possible.
By creating comprehensive content, we answer the whole question, not just part of it. When we don’t answer the complete question, the searcher has no choice but to go to another source in the search results to finish their research. This is an issue because most people will convert on the last page they view, which means not only do you not get the conversion, but search engines will figure out that someone else answers the question better than you and demote your content in favor of someone else’s.
How to Make Comprehensive Content
Making comprehensive content is not easy, but if you take the time, Google will reward you in search results. Once you have done keyword research and know the question, you hope to answer with your page or post, put yourself in the shoes of the searcher to understand the entire complexity of their question. Then find a way to answer everything connected to the original thought.
This can be done by creating long form content as well as linking to other sources on your site that further answer the searchers question, or give them next steps as they read through your content.
Another way to think about this is looking at what is already ranking number one for the title of your content and asking yourself how can I make content that is 10 times better than what is already there.
You need to do this in order to take their spot, because without doing this, search engines will continue to recommend the existing content because it is already doing a good job of answering searchers’ questions. In order to rank well, we can’t be just as good as someone else. We need to be significantly better in a unique way.
Next Steps for Your Content
Once you know the intent you want to answer with a new page or new blog post on your site, ask yourself what are the questions behind the search intent and answer all the questions they may have. Also, make your older content more comprehensive by looking over it to see where there might need to be updates, and link back to other newer pages on your site that help answer that question more fully.
About Matt Enser
Matt Enser is a marketer that wants to use his experience in digital marketing for the kingdom. He works for KWSM as Junior Website Specialist as well as a Safety Instructor & Digital Marketing Manager for First Response.
When I am not working, you will probably find me outdoors somewhere. I enjoy camping, rock climbing, playing sports, off-roading, or hiking. Which a few of my friends and I talk a lot about on our podcast, “The Godventure Podcast“.
I am passionate about my faith in Christ and that manifests itself in my values and activities as well. I lead a team of volunteers at 12Stone’s college ministry and serve with highschool and elementary students.