In this year’s second edition of Babylon Magazine an interview with Patrick Wessels was published, in which he shared his knowledge regarding advertising and fitting information to your audience. Knowing your customer can come in handy on many different occasions, for example when it comes to improving the website of your business. Besides his activities as a consumer psychologist, Wessels also works as a copywriter and in that capacity he works with online content in particular. We continued our conversation on the topic of Search Engine Optimalisation (SEO).

‘A keyword research could he explained as looking at what has been searched for the most and putting this a hundred times on the website afterwards. I simply don’t believe in that. I don’t feel like it’s a sustainable way of optimising. I try to approach such a research from a totally different perspective. It’s important to know at what point in the buying process a customer takes a look at your website and what information he expects to obtain. If you manage to find specific terms that are either buyer-focused or information-focused, you can customise your content accordingly. Someone who has heard about me and runs a quick search on Google is not interested in a long and comprehensive story. He just wants to see who I am and what I do. In cases of organic searches with a substantive question however, you want to offer the potential customer detailed information. In a nutshell you could say that I always try to understand what kind of person I have in front of me’.

Optimising a website by implementing search keywords is a relatively new phenomenon for many businesses still. Ignorant staff showers the homepage with search keywords, which results in an unreadable website. A bad move, as it won’t help you win the SEO war.

‘A homepage is an extremely static page, the same applies to service pages. Together they form the upper layer. The higher the layer in the structure, the less you invest in SEO. Blog posts and so-called landing pages is where the real SEO value is hidden. This has to do with an internal link structure. By linking to a specific service page in my blog articles, I sort of teach Google that all of this valuable information has to do with that particular service page, which enables me to keep the page itself clean’. This of course does not mean that blog articles do not serve any other purpose. ‘Someone with an information need about a certain subject will still be presented the blog article as a result of their search. The big advantage however is that when someone runs a simple search for “SEO copywriter” they will be linked to the service page directly, as all the blog articles with SEO value are hidden behind it’.

Thom Teulings