Everyone has a website, but if you’re audience isn’t consuming information in your niche, knowing where to place your content and links can be hard. Your audience might be older, be poorer, or just might be a non-content consuming part of the internet. Non-content consuming internet users pose a huge problem for people who want to achieve rankings and authority. If your users use your site more for finding out your address, phone number, or if most of your users are brand new users who don’t have a consistent interest group, these tips and tricks could help you.
Who is Your Online Audience
There will always be someone watching your site. Even if your audience is elderly, sixty-six percent of them are still getting online (the over 65 age bracket makes up almost half of the people who aren’t getting online) they are just more likely to interact with social media posts, ads, and not get past page one in the rankings.
A lot of non-consuming consumers follow the exact same pattern. The poor and the elderly don’t go to blogs, or read about the things that they want before they purchase, and they probably won’t follow the links in your beautifully crafted article. Non-content-consuming internet users respond the most to socially digested content, targeted ads, and page one rankings. They are not the influencers, they are the market.
Creating Digital Content for People Who Aren’t Online
Rankings
To manipulate these groups using a digital content strategy, you should focus your onsite content around shareable content that can go from blog to Facebook to Instagram with relative ease, pay for targeted ads, and if you’re a local business with a booming physical location, putting yourself on Yelp, YellowPages, and Verifying with Google will be very helpful.
This could mean anything from easily digestible content like “uses for lemon oil” which is an article a lot of people would want to click on, to straight up clickbait articles, like this one about an avocado. Content that works well with your social media goals is really important if your audience refuses to get online for anything but facebook, IG, or twitter, which can be just the case if your audience is one of the two non-consuming internet champs (the old and the economically disadvantaged).
Targeted ads and ranking work is worth it to get these groups onsite. There groups are some of the most likely to not go past the first page or scroll down. If your niche is not particularly competitive (no one else is doing link building) building out your authority by guest blogging has a huge impact on your rankings. Especially if you build out authority on sites that have readers interested in what you have to say, and if you can make your links back helpful and natural for the readers. If there is very heavy competition, there is more you can do in guest blogging, but there is a diminishing rate of return, and paying for targeted ads might get you further.
If you’re using your site to funnel people to your physical location, or if a lot of your traffic is from walk-ins (super true if you’re a restaurant) filling out your local information will be incredibly helpful in ranking in your local pack. This means verifying your address with google, listing in the yellow pages, yelp, or other local directories where people should be able to find you. The local pack is very important in getting street traffic.
If you’re fighting against people with locations, creating content that can rank for words related to the reasons people should purchase with you is desireable. For example, if you are significantly more economical than the physical location, writing an article about that would be helpful. It would help you rank for cheaper or discount, especially if you included internal links to your discount pages and then guest wrote on other sites about the discount cabinet tools you have on your site. I mean, who doesn’t want a free design tool. Lure users into your site by being in the same area as the local rankings and offering more.
Build Authority
Building authority gets you the respect of your peers and gather rankings. That’s pretty big if your audience is not online for a long time, doesn’t go past the first page, or uses your site more as a place to gain information rather than as a purchase portal. Creating content on a consistent basis is a great way to answer any questions your customers might have, build authority, and expand on what your site is about for Google. For example, if you have a site about cars, building out content lets you tell Google that you are also about car, automobile, automobiles, tires, engines, car engines, or car engine. You can build out your own content in a way that is helpful to your readers, or outsource it with an active editorial voice.
Building authority is vital for picking up those non-consuming consumers because it helps you rank higher, gives your brand more power, and gives you a means of conveying your trustworthiness to someone who isn’t going to take the time to find out how great you are.
Use Your Site as a Tool
The best part about having a site online is that it it can act as a tool for passing along information or even completing company objectives, like hiring.
Having a lot of your information available online is a huge deal. People expect everything to be on the site, and get really frustrated (bounce) when it’s not. If you have an elderly audience, this could mean listing your phone number at the top in really big characters, or if you have a lot of forms that need filling out it could mean making those available online so people can fill them out before they come in. Another great reason you should add information is because it gives you authority in the field, and it’s always great to come across as a more trusted. This real estate website that sells the speaking platform, uses articles to promote their own authority within the field.
Completing internal company objectives is a great way to get things done online. For example, one way to become a hyper-growth company, is to hire and keep great employees. Using your site as a means of gathering employees is amazing way to get better employees and expand your search. Other awesome means of getting company objectives done with your website is to use it as a virtual portfolio. Even if your audience doesn’t get online, your collaborators too. This is a great way to show off to the people who work with you or might be able to send people your way.
