Make no mistake: seniors are very present and active on the Internet, and more so than you might think.
Even if there is a certain digital divide among seniors, they have been able to get to grips with web tools, particularly social networks, with ease.
In fact, around 60% of people over 60 have internet at home and use it regularly. It is therefore important to know and understand this audience well in order to write relevant and engaging content.
Clearly identify the senior public
It may seem difficult to targeting older people. For professionals who are generally young, it is a new challenge to put themselves in the shoes of seniors to understand their expectations.
First of all, think about what types of seniors you want to engage. Are they young seniors (between 50 and 60 years old)? Have they just retired? Or are they older? Depending on these criteria, the message must be different and adapted. Younger seniors are, for example, more “flexible” and seek to experiment: new brands, new destinations, they seek novelty and to treat themselves. With age, however, older people want to be convinced and make purchases of pure necessity only.
To better engage the elderly audience
It is wise to opt for a personalized targeting strategy specific to this elderly clientele. The more they feel personally engaged by the brand, the more they will choose it. Being an experienced and literate audience, seniors like to read: do not hesitate to
argue and broaden your argument. Beware of generalities, stereotypes and preconceived ideas: the elderly are just as exposed to advertising as young people and are solicited all day long, so banish any clumsy remarks. Now that your target is defined, all you have to do is adapt your content for optimal engagement.
Adapting your content to the elderly audience
As mentioned earlier, seniors love to read and enjoy discovering new things. We sometimes find content that classifies them as a separate category of person, which is to be avoided. In your texts, adopt a serious and respectful tone but know that they appreciate being advised and targeted like all types of audiences. So play on empathy and sincerity.
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It is essential to pay particular attention to the arrangement of your content and the layout of your page. Since the visual acuity of older people is sometimes reduced, make sure to contrast your images, videos and graphics in general while arranging them in a classified manner. Adopt a larger and easy-to-read font: your content must be readable and easily accessible without effort, so do not hesitate to put important words or groups of words in bold.
For videos, opt for longer shots and subtitles
Hearing is sometimes difficult for our elders and having a visual reading support can make the experience more enjoyable.
On your page, create ergonomic, simple and accessible buttons to limit the work of the wrist and fingers on the mouse to limit pain related to osteoarthritis. More and more elderly people have access to tablets and smartphones, so work on your website in responsive design for better readability on all platforms.
Finally, a little extra, if you can use a muse in your advertisements or brand images, think of someone of public notoriety that our elders will be able to recognize. This will engage them and they will connect this representation – which touches on the affect – to your brand.
SEO , as we know, is one of the pillars of referencing and the nerve of war to gallop to the top of the pages on search engines. If some time ago, SEO consisted of finding the right keywords and introducing the right tags in the right place, today the criteria have changed a little. So what is SEO today?
SEO Today: Act to Convert
SEO, search engine optimization or also called natural referencing, is no longer about positioning yourself at the top of search engine pages. Indeed, these days, you must ask yourself if your goal is only to be seen or if it is also to get your users to order and consume your products?
Not only is it about introducing the right keywords into your content, but you also need to make sure that the content leads to a purchase. You need to amplify the results of your content.
How to define the new SEO?
Google has evolved so much in the last few years that all of its tools that we could use in the past have become completely obsolete.
Nowadays, it is not enough to create content, it must also please and build loyalty. Also, we talk about Inbound marketing , we talk about SEO friendly marketing content .
SEO friendly marketing content
is distinguished by 2 perspectives. External optimization on the one hand, mainly linked to the quality and quantity of research (on search engines, social networks, forums, etc.) and internal optimization on the other hand. The latter is more focused on what you can do to optimize visits. This means loading time, having a responsive site or not, navigation quality, etc. In other words, we are talking about user experience (UX)
What to do for good SEO?
To have good SEO from now on, it is advisable to:
- Improve the quality of content: to do this, you will need to ensure that you have impactful titles with the presence of keywords, have CTAs , ensure that bahrain whatsapp number lead you insert internal links between texts, and write on interesting subjects.
- Consider responsive design: Nowadays, people connect from their computers, but also from their tablets and especially their smartphones. Your site and your content must be able to be read and appear correctly from any multimedia device.
- Have an optimal download speed: if you want your content to be read quickly and especially shared, it must open quickly. You must therefore choose a good host, and good server code.
- Reuse your existing content: Chances are you have content on your site that is dated and was not optimized with internal links.
- Make old new by inserting links.
- Publish your content in other forms: by associating adb directory your site or blog with a Google Analytics account, you will be able to see what has been appreciated or not. In fact, why not transform your great article into an e-book? A short but very popular article can become an infographic, a presentation to publish on SlideShare, etc.
Today, Google’s algorithms are becoming more and more sophisticated. They no longer just detect your pages. They analyze them as well.
Google’s EAT: A New Parameter to Deal With
Literally meaning “Expertise, Authoritativeness, Trustworthiness”, EAT is a new algorithm develop by Google in 2018. These 3 criteria are use to determine the relevance of a site and its content. In fact, if in the past only words were take into account in SEO, today EAT is also take into account.
Expertise:
Through your content publish on your website, Google robots will estimate whether you are an expert or not in your field. The content relevant. It must illustrate your competence in the field.
The authority:
It is not enough to demonstrate your expertise to be well-regard. You also need to have the authority. In other words, you also need to be recognize by your peers as an expert. It is therefore essential to publish videos, articles and collect links from influential and authoritative sites.
Credibility:
This last criterion is especially important for e-commerce sites. Indeed, the latter must provide secure measures to their users. Secure payment methods, https, legal notices, Google My Business pages, etc.
How to improve your EAT score?
Since the EAT score has now become a key criterion for increasing your rankings, you should know that it is possible to increase your EAT score with a few simple actions:
- Include the author’s name for each editorial content
- Make sure to maintain a good image of your brand (work on your presence on social networks, publish regularly, etc.)
- Secure your site
- Turn your followers into contributors.
