How do you write in a way that not only drives organic traffic but also converts visitors to customers? Let me break it down into 4 steps we have used in our company & some of our clients.
Step 1: Come Up with Content Ideas and Identify Target Keywords That Have Business Value. Businesses should focus on bottom-of-funnel, “long-tail keywords” because these terms have much higher purchase intent & therefore, higher conversion rates.
Step 2: Perform a SERP Analysis to Figure Out What’s Needed in Your Content for It to Rank.
Some basic on-page optimization to the articles—like inserting the target keyword into their title tag & subheadings, or using a seo tool like Surfer SEO to add relevant keywords throughout the blog, isn't enough.
It won’t reliably land you on the first page of a google search.
So what else are you supposed to do? The most essential step to SEO content creation is to do a SERP analysis to understand -
1) All the different layers of search intent.
2) What types of content are ranking already? Is it mostly long “how to” pieces? Lists of things? Landing pages?
3) Which subtopics are being discussed in those pieces?
You then use this information to decide on the type of article you’ll create, what you need to include & how you’ll differentiate it from existing top results. The goal is to create something that’s better & more useful than what you see on the first page.
Review the topics discussed inside of those pages, and identify themes that come up repeatedly. Cover them in your blog.
Determine the intent(s) of searchers typing in this term. If your piece is exactly what the searcher is looking for, readers will spend more time on your post, click on things, and thus display “on-page behavior signals” that tell Google’s algorithm your piece is fulfilling their user's search intent, so Google is likely to rank you higher.
Further, the searcher is more likely to feel your brand understands their problem, thus more likely to convert.
Step 3: Write Original, Non-Beginner Content That Weaves in Your Product or ServiceStep 4: Polish Off Your Article with On-Page SEO and Write Your Meta Description
Use the SEO tool like Clearscope to ensure you’re using enough of the relevant keywords—the keywords that are showing up repeatedly in existing top content—should also appear in our blog.
This requires creative ways of incorporating keywords that don’t quite fit in naturally. I don't recommend keyword stuffing. Google’s algorithm can pick up on this now.
In cases where keywords just don’t make sense & we can’t find a way to creatively include them, we leave them out.
Lastly, write meta description—the line of text that goes underneath the link to your post in the SERPs. Even if these meta descriptions wont help your pages rank, at the very least, they’re an opportunity to pitch potential readers on why they should click on post.
How do you create content that both ranks and converts?
08/24/2022, 1:38 PM
This is very useful information, thanks for sharing! 🙌