Seo content

Five ways to write SEO content that converts

An SEO powerhouse may show up well in search results, but that doesn’t mean the website is getting the conversions it deserves. Balancing form (user design, infographics, videos) and function (Google-friendly SEO, content length, authority) is difficult for small businesses and their marketers. It’s good to have a eye-catching and visually appealing site, but that doesn’t guarantee a local search presence for competitive small businesses.

In our web design and marketing agency, we work with companies to improve their SEO, one of those areas being content marketing. Prioritizing the use of conversion-based content is one way to turn visitors into conversions while adhering to Google’s ever-changing guidelines.

The challenge is to write content that is informative, engaging, classy, ​​and visually appealing enough to convince visitors to contact you or fill out a form. Here are five ways I recommend writing SEO-ready content that actually converts.

1. Hang them up early

It’s midsummer. Your air conditioner is broken. Excluding AdWord pages, do you want to waste time getting sucked into keyword-packed, high ranking CVC websites that repeat the same information over and over again? No. You would like to open a page stating that the company provides emergency air conditioning maintenance in your area and call that number now.

SEO can be a distraction. It removes the conversion and design elements at the top of a page. It’s a good idea to incorporate SEO tactics into it, but always imagine your mobile and desktop pages through the eyes of a potential customer. Use your heavy hitters early on. These include a simple headline, a nice banner image, testimonials, graphics, bullet points, stats – leave the company history and technical rants for later. If visitors scroll this low, they’re probably interested enough to keep reading and will likely convert anyway.

2. Write logical content

The disgruntled owner wants to know if you are a reputable company that can fix their A / C unit over the weekend. A good page will satisfy the owner’s concerns.

Conversion pages – or pages that lead to forms or phone numbers – need to be fluid in design and content. Most visitors browse the content of the website, but there should always be a sense of order. One paragraph leads to the next, each section moves to the next logical point in the conversion burrow.

An example of this top-to-bottom flow might include: who you are, the services you provide, proof that you know what you are doing, proof in the form of testimonials or reviews, and your contact details. There are plenty of opportunities for a decent SEO copywriter to optimize these sections without slowing a reader’s progress.

3. Cut the fat

Remove unnecessary information.

From an SEO perspective, it’s easy to flood internal and external hyperlinked pages into large blocks of content. It adds value, of course, but it can distract readers. The purpose of the page is twofold: to appear in search results and to convert. When you start adding third, fourth, and fifth priorities – showcasing your new corporate video widgets and slideshow that have nothing to do with fixing someone’s air conditioner – you’re going to lose a potential customer to slower loading times.

4. Keyword variation and discreet promotion

Most people have at least a poor understanding of how Google displays search engine results pages (SERPs). But the person who reads about your “best HVAC repair services”, time and time again, will know that “the best HVAC repair” means nothing. It’s an empty sentence.

But guess what? Search engines are smart. They provide hundreds of millions of answers per day to questions asked by all kinds of people. You could search for “weekend HVAC repair”, but I could search for “AC technology nearby”. Smart content writers study the variance of keyphrases and match what their ideal clientele is likely to be looking for.

There is a complex science in there, worthy of a different article. In short, revise the obvious and unwanted keywords to keep your readers engaged with your content. You can look at promotional material in the same way. Keep the “We’re the best, call us now!” talk to conversion areas. Let web visitors determine for themselves that you are the best with the well-written content you provide.

5. “Better” is more

Better content and better user experience can lead to more visitors to the website, which will likely lead to more conversions and higher rankings on Google due to improved authority.

With the evolution of search, it’s critical that businesses present themselves on stylish, mobile-friendly pages that do the job. Excessive SEO might backfire in subsequent Google updates, and minimalist sites might struggle to rank.

Taking your time to write simple, readable content is the best way to gain an edge. Pages that rank well are worthless if they have high bounce rates.

If your content is ranking well but your conversions are insufficient, evaluate the next pages your visitors are going to. Are visitors researching your business? Do they read the reviews? Does the landlord end up calling you for your emergency air conditioning repair service? If not, take another look at the real value of your SEO and make sure you’re meeting these five standards for SEO-ready content that converts.