Do not underestimate the power of quality content. Content has pretty much always been king in SEO. The thing that has changed over the years though, is the type of content that needs to be created to capture your audience and be in Google’s good books.
Not only do you need to optimise your content, but it also needs to be highly engaging to users. Google is now looking to promote websites with positive user experience. This includes looking at bounce rate, the number of pages a user visits when a site as well as the amount of time spent on site.
Gone are the days where you could write content for a Google bot and see positive rankings. Your content now should be created with the user in mind. If a user has a positive experience on your site this will send a good message back to Google and will be reflected in your rankings.
So how can you create copy that will convert visitors of your website into customers? Well, take a look below at some of the best tips to assist in creating quality content for SEO.
1. Start With Solid Base
First things first, you need a really solid foundation to build up of. Your copy needs to tell a story and make logical sense. Your content should flow well while not chopping and changing. Try to use transition phrases (like “in addition to”) when starting a new sub section.
2. Headlines, Headlines, Headlines
You need to ensure you have an eye catching headline. Your headline can certainly make or break your content. There is good news for you if you are stuck with what the best type of headline for your content could be, Buzzsumo has done some research and analyses the most shared headlines.
Be sure to create a headline that really pulls the audience in. Your headline should promise to answer the question a user is searching for. Look to make your headline short and sharp, leaving users wanting more.
3. Focus on Introduction
It is important for you to focus a little more attention to your introduction. This is because, like your heading, it will determine whether a user continues to read on or exit the page. Think about what you are going to use as your hook to get people interested and ultimately convert them.
Try writing your introduction with the rest of your copy, then once completed, return to the introduction and evaluate whether it is enough to convert a user. Be concise and to the point, while also being factual and informative.
4. Break it up
Nothing is more daunting to a user then seeing a whole page filled with content as soon as they click onto your page. So it is important that you try and break your content up as much as possible. This includes using shorter paragraphs, as well as dot points and images to not have major chunks of text on the page.
5. Encourage Users to Take Action
It is important that your copy actually encourages users as much as it can to go and take action. Make the reader feel as though something is happening now and they need to take action immediately. Try to lead them on a journey where taking action is the last, but most important, step.
Talk TO the reader directly, i.e. do not just talk ABOUT them. Therefore it is recommended that you write in second person and not third person when creating conversion copy.
6. Include Valuable Call To Actions (CTA)
Your CTA is what will actually get users to convert and therefore this need to be well thought out and well place in your content/ on the page. Your CTA needs to provide proper direction and motivation to ensure that users take the desired step.
You should never create a piece of content without thinking about what you want a user to do after they have finished reading. You need to ensure your CTA is direct, powerful, relates to the actual reader and includes action verbs.
7. Impactful Final Statement
Your conclusion needs to pack a punch! Don’t just waffle on with no real direction then just stop writing suddenly, you need to wind down the content. Think about how you can sum everything up in just a couple of sentences.
Your conclusion is your last shot at convincing a reader to perform a certain action you would like them to take. Remember that you shouldn’t introduce anything new in the conclusion.
While creating conversion content isn’t everyone’s favourite thing to do, with these tips in your back pocket you will hopefully find writing a little bit easier and you have some solid direction for your copy. As well as this, over time hopefully your rankings reflect all the extra work you have put in.