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There are many tips and principles for creating content for your website, blog or whatever type of website you maintain and thereby attracting visitors.
However, for some types of businesses, there are aspects that are little explored or that do not take full advantage of their potential. We are talking about technical content.
That’s why, in today’s post, depending on your industry, you’ll discover how to create content that stands out from your competitors when potential customers make more specific searches on search engines.
What is technical content?
Generically, it is all content prepared with the aim of providing deeper, more detailed data and information with a technical focus on a given topic or even on a product and which may often be necessary or of interest to professionals in the associated area or to customers with specific needs.
It becomes easier to understand when we use real life situations.
Let’s consider for our example, something that many people know – a notebook.
Among all those who are looking for notebooks to buy, we will have those who are basically looking for one that fits their budget.
There will also be those who, in addition, seek to reconcile certain specifications at the lowest possible price.
A third group, on the other hand, prioritizes very special characteristics of the hardware, because they are fundamental requirements for the use they will make of the equipment, or because they need to guarantee performance in some application. This could be the case with a gamer audience, for example.
For the first group, maybe knowing how much RAM you have doesn’t mean anything. Some don’t even know exactly what that means. For the second, in addition to being important, knowing whether it is possible to upgrade can be an important factor. In the case of the third, in addition to the possibility of upgrade, the distinction between DDR4 and DDR5, whether the processor enables dual channel, which frequency and who knows even the manufacturer, makes all the difference.
For the latter, this also applies to other hardware characteristics (processor, monitor, SSD, etc.)
In other words, our most demanding group of users, more than just being interested, needs access to accurate and complete technical information, which is decisive for them to make their choice.
This type of situation goes beyond the exemplified and quite common case, when the subject involves electronic equipment, and may also be relevant in the automotive area, engineering in general, software industry, medicine, agronomy, among many others.
It doesn’t have to be just a set of detailed product data.
It could be a white paper, an article detailing research or a study, for example.
How does technical content attract visitors?
Technical content attracts visitors who, like those belonging to the third group in our example, are looking for deeper and more complete information about something.
This type of visitor is usually more willing to dedicate more time to research on search engines and eventually even Google Scholar, depending on the subject, they use more keywords and often combine them, as well as long tail words (long tail), abuse specific terminology and value reliable sources.
When they are professionals in the area, they are used to including in their favorites the sites that provide more detailed content, with richness and specificity of information and they know where to find data such as a serial number, a part number, or other types of technical data that are essential to do their job.
But for all this to be possible, the corresponding content must exist and be indexed by search engines, which means doing the good old job of SEO, but with a view to this specialized content.
How to produce technical content?
Finally we come to the interesting part…
The first point to be aware of is that separating the technical content, as many people do, is not the way to go.
Why does it happen?
Because it is not rare that those responsible for content are Digital Marketing people or people who are focused on their principles and who are more concerned with the fundamentals of SEO and Content Marketing and who do not have the necessary and desirable technical foundation to give this focus and that sometimes needs to be quite advanced.
On the other hand, those who dominate the technical knowledge, may not be familiar with the language of Marketing, to prepare texts with a more commercial appeal and according to the ranking factors of Google and other search engines.
It is a dilemma that needs to be dealt with and that only has two solutions: hiring someone who masters both bases (technical and Marketing), which is not easy, or removing the abyss that separates both and putting them to work in cooperation.
Once this is done, there are a number of aspects that need to be observed:
1. Technical keywords
It is necessary to work on all the technical keywords that are usually used by those looking for technical content and in this regard, the personnel specialized in the product, it is necessary to list the terms and technical jargon usually used by those in the area, preferably with a hierarchy of use to help who will produce the content, to determine the number of occurrences of each one.
The context in which the terms are used is also important so that the person responsible for producing the content is able to make proper use of the area’s jargon, as well as define questions for links to other content (internal link building), explanations and even subtitles / intertitles and special portions of text.
In the end, the technical staff must review the texts, both to check that there are no errors of concept, use, as well as understanding.
2. Content Titles
Content titles are of high importance in SEO. Your proper choice can make a lot of difference in the SERPs and consequently in attracting the target audience.
And not only titles, but also subtitles or level 2 (h2) and level 3 (h3) titles.
The occurrence of certain keywords of a technical nature and of greater relevance, not only can, but in some cases must be included in these subtitles.
3. Content
There are contents that can be produced specifically for certain audiences, but the most interesting thing is that it can serve both laypeople and specialists, as is the case with a product page. There is no point in producing two different ones.
But for that, it is necessary that each piece of content can meet different needs.
Using a product page of our example notebook as a basis, there may be a general characteristics section that meets the first and second groups and very detailed technical specifications, which meet the interests of the third.
The subtitles also serve as content containers, grouping information and signaling the visitor what it is about, so that he can choose what to consume or not.
The topical or numbered lists are another way of organizing information that facilitates location, organization and reading, and also contribute to indexing by the search engine.
Tables, on the other hand, despite making organization even easier, are not the best way to present content to search engine algorithms, which, despite being read and indexed, do not present them in the results. Therefore, only use them when absolutely necessary.
4. Images
Certain technical content can receive an important contribution from images and here again the notebook example is a good illustration of what we are talking about.
There are even better cases, like mechanical parts and components, for example. But in addition to serving the visitor, if well used, images can also contribute to SEO.
When saving the images, use the template to name them and also include them in the caption and alternative text field of the metadata, as well as in the alt tag (alternative text) of the HTML, it favors the page and the respective images will appear in the SERPs for images.
5. Download
Although there is a reasonable amount of content in other formats indexed by Google, such as PDF and even DOCX and other formats, it is not the best way to present content.
There are a few reasons, but among the main ones is the preview and lack of responsiveness when it is opened in different screen sizes / resolutions.
Therefore, avoid presenting technical content for download as much as possible.
It is possible and even advisable, for example, to provide a downloadable manual for those who want or need to have a manual for a purchased product. However, the technical content that can bring visitors must also appear on the main page to which the information is linked.
Manuals are also not capable of contemplating the user experience on the page, which is an important ranking factor on Google.
Conclusion
Creating technical content observing some basic principles can be decisive in attracting an important contingent of visitors.
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