April 13th, 2010 by Nick

It is widely appreciated that regular updates of plentiful content is rewarded by the major search engines. However, content is not merely important for search engine optimization purposes. Content can be what keeps visitors coming back to a site again and again. Users are often looking for information or diversion or a combination of the two. SEO Copywriters are usually users themselves and should therefore realise that few things are more effective than content which stimulates curiosity.

It is important to consider the target audience of a site, while not forgetting that the site should also have some appeal for a broader range of possible customers. People are curious in different ways. Creative people love to have their imaginations stimulated. Scientific individuals like to have their thirst for knowledge quenched. Many of us appreciate a bit of either. What most of us have in common is a dislike of bland content that tells us nothing. After all, we can easily click to somewhere else where our needs will be catered for more professionally – so you must make sure that your SEO efforts are backed up by well written and useful content.

One technique to inspire curiosity is to introduce a surprising statistic. For example, economic facts which do not conform to predictions may get a certain type of person to read an article for putative explanations. Trade figures or GDP may normally be considered quite dull, but if they surprise commentators a certain level of interest may be produced.

Another technique is to tell potential customers about industry developments in bite-sized chunks. After all, they have presumably visited the site to obtain information relevant to the sector so they must be a little curious about it. A blog which attracts industry-related comments may be a great way of provoking their inquisitive side. This technique is commonly utilised and this is because it has been demonstrated to work on a regular basis.

A third technique is to engage them with the deployment of stylish language. Generally, the aim of all communication is to convey things as clearly as possible, but the correct inclusion of some more convoluted syntax may make someone think. This technique should be used very rarely, but if the firm is an appropriate sector it might just make a potential consumer linger on a site.

A further technique is to be a little controversial without going too far – linkbait blogs and the like. This can be overdone and actually can become tedious, but if used sparingly can engage the minds of users in an effective manner. Some individuals may return to a site to see what happens next and the blog post can continue to rank well for keywords for months or even years – effective search engine optimisation.

Being curious is a central part of the human condition. In fact, curiosity has been shown by research to be good for people’s health. Some Luddite commentators, who complain about people spending time on the net, ignore that being inquisitive is a positive trait. Therefore encouraging curiosity is good for a site and potentially positive for users too. This conforms to the true spirit of search engine optimisation, which is about pleasing site owners and users simultaneously. By respecting the diversity of people who could visit the site, it is possible for SEO services to deliver effectively in this area.

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