Understand how interactive content can leverage your SEO strategy – WAU
Interactive content and SEO are techniques that complement each other, collaborating for greater user engagement, optimizing the capture of valuable data, improvements in the mobile experience and increasing the CTR. The result is an increase in its relevance and its authority in the market.
For those who work with Digital Marketing, an important practice to be adopted is the constant search for tools and solutions to always compete on equal terms with competitors.
For this reason, it is essential to understand what is new in the sector, to produce interactive content has become a trend among the main companies vying for the attention of consumers.
The advantages of adopting this strategy are numerous, with several aspects of your organization being able to benefit from efficient work.
But when we talk about these positive points, we are not only addressing the customer experience or even the layout of your pages, but also the relationship between interactive content and SEO.
Performing the appropriate actions for your target audience, for example, the trend is that your business will become even more relevant.
So, how about taking all your doubts on the subject and being aware of one of the most important news when it comes to Content Marketing?
Next, we’ll cover the following topics:
Are you curious and want to know more? Then continue reading this article!
What is interactive content?
Interactive content is a way to revolutionize the production of relevant materials for your leads.
The main objective is to approach the user with differentiated content, which allows the opening of a communication channel between the two parties.
The concept of engagement is very common within the Digital Marketing market, right? After all, companies are always looking for ways to get even closer to consumers and ensure that they are interested in their actions and communication campaigns.
That’s where interactive content comes in. We are used to reading and watching on the main blogs, landing pages and other channels just a CTA (call to action). On the other hand, interactive content is produced precisely for the user to perform some action.
With the attention of the user less and less, lasting less time and being disputed by well-trained competitors, producing relevant content is no longer enough.
In addition to being of interest to your persona, it must be attractive to those on the other side of the screen, increasing the chances of getting the user to fill out a form, enter their email or download an infographic.
What is the relationship between interactive content and the future of marketing?
The answer is simple: all. When we talk about Content Marketing, companies that adopt this strategy suffer from a very common problem: lack of engagement.
Not for nothing, the Content Trends 2019 survey shows that 66.3% of professionals in the area have difficulties in producing content that generates engagement. That is, it is time to offer even more relevant and interesting materials to users.
But why do interactive content enhance SEO strategies and what does this have to do with the future of Digital Marketing?
It turns out that, with so much information on various digital channels, users are increasingly looking for authentic and original content.
Therefore, it is not enough to summarize your guidelines to subjects that everyone already knows and is tired of hearing about or discussing.
Creativity, therefore, becomes a key element for this gear to be even more efficient when the goal is to attract more users to your pages.
With interactive and attractive materials for consumers, the trend is for traffic to increase and, as a consequence, achieve a better ranking as well. In addition, it is a way to get more information about the audience that you want to attract or retain.
Think about the following scenario: if the user accessed your page, why not enjoy the visit? The purpose of interactive content is to allow consumers to have a better chance of taking some action that will bring them closer to closing a deal.
If you want your company to stand out, maybe it’s time to innovate and rely on the help of tools like ion for the production of these contents.
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What are the advantages of using interactive content in your SEO strategy?
In practice what are the benefits for your business, especially for your SEO strategy, when we talk about interactive content?
So that you are not in doubt about using this feature on your pages, we have separated the main examples of how interactive content positively impacts the ranking work in search engines.
Increased user engagement
Engagement is one of the main challenges for those working with Digital Marketing and, therefore, when done well, it counts many points for the main search engines.
Nothing better to generate interaction with users than materials that encourage the exchange of information, making the chances of getting an email address, filling out a form or even sharing become greater.
By making an interactive infographic available, for example, the chances of the user creating their own filters to discover something of interest are greater and, consequently, the tendency is for your content to be more easily shared.
Anything that allows customization or personalization of certain content is, in practice, a way to achieve engagement, increase the length of stay and, among other things, reduce the bounce rate.
For the company Raid, for example, which produces insecticides, how to make content about insects or your product that is interesting to the user?
Writing a text about the main types of insects may not be the best option for success.
Thus, they bet on creating a quiz with some basic questions to help the customer find out which insect is in their home and which is the most efficient product to fight it.
Optimization in the capture of valuable data
In the era of digital transformation, information has become even more valuable, as companies now want to know as much as possible about customers: what their desires are, their goals, even their behavior as they browse their pages.
With interactive content, this task becomes even easier to perform, since you will have already captured their attention, making it easier to move on to the next step.
Following the example of Raid, after the quiz indicates what the insect should be, it becomes much easier to put a really efficient CTA to achieve, for example, identify more details about the prospect, from the city you live in to the type of property you live in.
All of this data refines and qualifies your next marketing actions, making work more accurate and efficient.
Improvements in the mobile experience
Interactive content must be adaptable to the most diverse viewing formats, especially for those using mobile devices.
Therefore, when producing this type of material, the tendency is for the mobile experience to be improved as well.
The good news is that for Google, actions in this sense count valuable points when defining the ranking on a search engine results page.
To give you an idea, being able to improve this service ends up even generating an increase in your chances of conversion.
According to a survey by Google itself, 90% of companies that have allocated resources to offer customized experiences to users have seen a considerable increase in their profitability. Not bad, right?
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When investing in interactive content, your company becomes a reference on the subject, attracting organic traffic because of what has already been shared by other customers and also for the better ranking on the search pages.
Consequently, O CTR (Click Through Rate) tends to increase, generating greater interest in who sees your ads and campaigns.
The advantages are very clear when it comes to interactive content and SEO, right?
Betting on this strategy can be the ideal complement so that your pages are even more visited in an organic way, avoiding unnecessary expenses and increasing the chances of your business being seen.
With the right practices, you can reap all these benefits that we present.
Now that you already know how interactive content and SEO are related and the benefits of betting on the union of these two strategies, how about learning how to create an interactive strategy for your business?
Discover our ion tool and see how easy it is to create a different experience for your audience!