SEO Copywriting: 9 Steps To Create Top SEO Content That Converts
Do you want to create SEO-friendly content for search engines and your target audience that converts?
Are you jockeying to rank for highly competitive keywords within your niche?
As a content marketer, your goal is to use content to sell your products, services, or message.
However, the challenge is how to write content that ranks high in search engine result pages yet also appeals to people.
And such search engine optimization (SEO) content that people love converts.
Therefore, learning how to use search engine strategies to optimize your website copy for conversions is crucial for the success of your brand.
This article teaches you nine steps to help you create top SEO content that converts.
Let's dive in.
#1. What Is Conversion?
A conversion takes place when a website visitor takes a defined action.
Such action could be downloading an e-book, signing up for a newsletter, filling out a contact form, or purchasing a product or service.
Conversion copywriting persuades a target audience to take a specific action. The goal of conversion content writing is to convert.
It turns prospects into leads and leads into customers. And some delighted customers turn into raving fans of the brand.
Strong conversion-oriented writing determines successful content marketing.
#2. What Is SEO Content?
How do you understand SEO content? First, you need to refresh your mind on what SEO means. After that, you will get the meaning of the content.
SEO means search engine optimization. It is the process of perfecting how search engines rank a website so that readers can easily find the content.
Web content refers to the textual, aural, or visual content published on a website.
In other words, content means any information on the website and read by site visitors.
Therefore, SEO content is content crafted to rank in search engines.
However, not all SEO content gets a conversion.
The highest search volume keywords content may draw insane traffic to your website and no conversions.
In reality, crafting content that targets long-tail keywords gets conversions.
#3. Have Pain Points SEO Content Strategy
Pain-Point SEO is a phrase coined by Grow and Convert.
Pain-point SEO is a copywriting strategy that helps you build high-converting traffic to your website by identifying the marketing problems of your potential customers.
After you understand their challenges, create content that addresses and helps them solve that problem.
That means that your high-converting SEO copy must center on producing content focused on high-intent keywords over high-volume keywords.
And you use conversions instead of traffic to measure the success of your campaign.
The beauty of pain-point SEO content strategy is that it starts naturally from the search intent of your target audience instead of the keyword.
Since your competitors are focused on high-volume keywords, you have the opportunity to outperform them by incorporating low-volume, long-tail keywords in your content.
And that strategy helps you create high-converting SEO content.
#4. Create A Catchy Headline
Creating an attention-grabbing headline is an essential part of top conversion SEO content.
Because in writing content that converts, your headline must attract the attention of your target audience.
A catchy headline prompts people to click and read further.
An attractive and clickable headline will bring organic traffic to your website even if you rank #1 or #5 in the top 10 of the search engine results page.
All headlines do not attract the same clicks.
For instance, Conversion XL, reports that headlines with numbers convert more than those without numbers.
So whenever it makes sense, include a number in your headline.
And if still not convinced on why you should use numbers in your headlines, many authority content websites use numbers in their headlines.
For instance, 3 out of 5 Lifehack’s posts have headlines that incorporate numbers.
You can learn how to create optimized headlines that convert and are well-distributed.
Here are the steps to write a headline that will attract the readers that will click on your content:
Write a headline your audience will click on
Keep your audience in mind when crafting your headline.
A headline that attracts a target audience could be a complete turn-off to another one.
Incorporate SEO keywords in your headline
Include the keywords you want to rank in, in your headline.
That makes it easy for your target audience to discover your content in search engines. Ensure that your headline is fewer than 70 characters.
Promise a solution with your headline
Your title should let your readers know how you intend to solve their problems.
Tweak other successful headlines
If you are a copywriter, look for inspiration from other copywriters.
And if you write articles for a publication, review older copies of magazines.
Look for examples of titles that would prompt your audience to read your article and tweak them.
Use technology to generate ideas
Portent’s Content Idea Generator is a brilliant tool to generate trigger content ideas.
Type your keyword into the little text box, and hit a button.
Your catchy headline pops out in less time than one minute and seven seconds.
At least you could use the ideas generated to craft an attractive headline.
Use the Inbound Now tool to generate blog posts or article ideas.
Answer the Public is also an excellent tool for generating content ideas and headlines.
Another Ai tool for generating headlines is Headline Generator
Get copywriting headline inspiration from The Ultimate Sales Letter by Dan Kennedy.
#5. Know Your Niche
But what is a niche?
A niche is a specific portion of a market united by a common interest or demographic.
Therefore, the SEO niche is the part of the market you want to build and promote your content.
When you choose your niche, you narrow your target audience. But you also increase interest in your content and conversion.
For instance, if your eCommerce store sells clothing, your specific niches could include athletic or outerwear.
The more detailed you are about your demographics, values, and shopping habits, the more you will be able to tailor your products, services, and brand messaging to them.
Therefore, the SEO niche is the market you want to optimize for search and visibility.
It is generally less competitive than where your competition focuses.
When you choose a niche, you narrow your target audience.
But you also increase interest in your content and conversion.
However, without a defined niche, you create content without a clear strategy for conversion.
Analyze your competition
Though you may have less competition in your niche market than your overall markets, you still want to analyze what your competitors are doing.
Use SEMrush’s Keyword Gap tool to see what keywords you and your competitors have in common.
Do keywords research
Doing keywords research helps you understand how people describe and search for your products or services. And that makes it easy to optimize your site to accommodate the intent of their search.
With the insight gained, you can incorporate the keywords on your website, title, meta description, body content, header tags, URL, and graphics.
#6. Know Your Target Audience
Your target audience is the people who you want to visit your website. Your target audience is the people who are searching on search engines to find a business like yours.
They are your prospects, future customers, or clients.
The purpose of defining your target audience is to know who is searching for the keywords that would land them on your website.
Knowing your target audience helps you design an SEO strategy that considers their search intent so that your content is visible to them when they search.
However, SEO is not about marketing to search engines. It is about solving the problems people have. And those people are your target audience.
Your target audience vs. buyer persona
Your target audience is a group of people you have identified to be interested in your products or services.
These are your prospects, ideal customers, or purchasing audience.
According to HubSpot, 'buyer personas are semi-fictional representations of your ideal customers based on data and research.
They help you focus your time on qualified prospects, guide product development to suit the needs of your target customers, and align all work across your organization (from marketing to sales to service)'.
Create content that addresses different parts of the sales funnel
After the list of keywords, create content based on your sales funnel. That means content that addresses each step of the funnel.
The content created at the top of the funnel is for visitors and leads. The content is about general subjects about your products or services.
It could also be information related to your industry.
However, conversion takes place in the middle of the funnel. It is the stage where your target audience wants to buy your products or services.
You get closer to your target audience in the middle of the funnel.
The content for the bottom of the funnel highlights your products or services.
The bottom of the funnel content showcases benefits and details about your products or services.
You are more than likely to convert at this stage of your sales funnel.
And because the target audience has practically decided to buy already. Your content gives them the final push.
#7. Craft Quality Content
Content quality can affect how your site ranks both positively and negatively.
It can even cause Google not to consider your site as authoritative and not display rich results from the website.
But what is quality content?
A Google or Bing search of “what is quality content?” reveals the answers from many websites by saying it is all about the text.
But how does Google define quality content?
How Google Defines Quality Content
John Mueller says that quality content is more than just text.
“When it comes to the quality of the content, we don’t mean like just the text of your articles.
It’s the quality of your overall website.
And that includes everything from the layout to the design.
Like, how you have things presented on your pages, how you integrate images, how you work with speed, all of those factors they kind of come into play there.”
Watch at the 23:12 minute Mark
So, according to Google, quality content includes text content on your website, images, layout, and how all the website assets fit.
Google also considers page speed and other factors. And some of which relate to the user experience. It also relates to how the information is served to a site visitor.
As you have noticed, Google has its idea of ‘quality content’. The guidelines provide insight into the kind of content they tend to rank.
It mentions that, when creating quality content, you need to address the questions raised by your target audience.
And because when readers search for something, they are looking for a quick, in-depth answer.
Your job as a content writer is to provide them with just that.
Having said that: publish content consistently.
The frequency will depend on your resources and budget. The most important thing is to publish quality content.
#8. Create Content For Humans
Write relevant, insightful, engaging, value-packed content that helps answer human questions.
Keep in mind that even though you want your content to rank high on Google search results pages, the readers are human.
Behind every search query is a living, breathing person.
Having said that: you can still seamlessly work your keywords in your copy.
Show your personality by highlighting your brand voice and tone in your copy.
Use storytelling to craft compelling copy that encourages your readers to share and engage with your content.
And when you share and engage with your target audience, search engines notice, and high organic rankings happen automatically.
High content visibility increases your conversion.
There are other online channels that you can use to get people to see and read your content.
By consistently producing fresh, high-quality content, your audience might bookmark your blog.
Bookmarking your blog might lead to higher direct traffic.
You may attract referral traffic with high-quality, comprehensive, and in-depth articles.
Direct traffic from bookmarking, referral, and social media channels convince search engines that people like your copy.
That increases your search rankings.
And when your visibility increases, your conversion increases too.
#9. Offer Valuable Takeaways
An SEO content that converts should offer value to your target market.
The value for your readers could be an answer to a question or a solution to a problem.
However, lead generation and conversion are a challenge.
The best way to overcome this is to offer your reader something valuable in exchange for your engagement, such as a free guide, service, or discount.
Lead magnets are the marketing approach to lead generation.
You can use it to get the information about your reader in exchange for something valuable.
Lead magnets compensate users for their engagement with an obvious advantage.
Focus on your strengths and highlight them to your leads.
Specific types of lead magnets include:
- guides and reports;
- a free trial or a demo version;
- a resource list;
- a quiz, survey, poll, questionnaire, mini-game;
- a cheatsheet
- a video tutorial;
- a discount or special offer;
- sales materials.
Regardless of what form they take, these takeaways or lead magnets can help you generate leads and conversions.
There are tons of blogs that produce fresh content daily. Low-quality content will not help your target audience and conversion.
SEO content that converts takes note of search intent query and provides a solution. Create content for humans that search engines would love.
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