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podcast episode

Alexander Boswell on the foundations of a great online presence

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Content writer Alexander Boswell goes deeper into the power of search intent, calls to action and the foundations of a great presence online

Content writer Alexander Boswell goes deeper into the power of search intent, calls to action and the foundations of a great presence online.

In this short bonus series, we talk to marketers, experts and founders about marketing lessons they have learned from what has not quite worked out for them in their journey. Alex explores some common practices in the B2B content space.

First, get back to SEO basics and start matching search intent when creating content. And for people to find your content online, you need to think about what they’re searching for.

Alexander also reminds us that each one of your posts needs to direct the reader into taking action. As the world of content constantly changes, keep learning by finding experienced people within your industry and following the community.

“You have to be answering what people are asking for them to find you but these days, you have to take it a step further, you have to add value.”

Alexander Boswell

The power of user intent

Every website has one goal: to be found by people who are looking for what the website has to offer. That’s where search intent comes in. Search intent is the why behind the what of a searcher’s query, and it’s super important for website owners to understand if they want their site to show up in search results.

For example, someone who types “buy shoes” into a search engine is probably looking to make a purchase, while someone who searches for “how to tie shoes” is looking for information.

As a content writer, make sure that the content on a website meets the searcher’s intent. That means including calls to action that correspond with the searcher’s goal.

If a searcher is looking to buy something, I’ll include a call to action that says “Buy Now.” But if a searcher is just looking for information, I’ll include a call to action that says “Learn More.”

Understanding search intent and using calls to action that correspond with that intent is one of the foundations of having a great online presence.

About Alexander Boswell

I’m a freelance content writer and researcher for MarTech and eCommerce brands, as well as a business PhD candidate. In my free time I like to nerd out in Dungeons and Dragons, and Magic the Gathering.

LinkedIn: click here
Website: click here

“Be a continual learner, stay curious and be on top of trends and the industry.”

Alexander Boswell

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