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8 SEO content writing tips that can increase conversions and sales

Jason Roy

Do you want to increase organic traffic?

Well, everybody does. But traffic alone does not offer anything valuable. Ultimately, you want that traffic to convert and help increase conversions, sales, and revenue.

In this blog post, we share 8 SEO content writing tips that can help you increase conversions and sales.

1. Always conduct detailed keyword research

Keyword research is one of the crucial aspects of search engine optimization and online content creation. In fact, it is nearly impossible to create meaningful content without proper keyword research.

There are two major benefits of keyword research:

  • First, detailed keyword research will help you unearth more search opportunities and increase organic traffic.
  • Second, thorough keyword research will help you identify keywords that are more likely to convert and, therefore, increase conversions, sales, and revenue.

For instance, you can identify which keyword variation has the most search volume. Then you can equip your web page for that exact variation. Similarly, you can also opt for more long-tail keywords with a higher potential conversion rate than short-tail or head keywords that don’t convert as well.

2. Don’t forget about search intent

During your keyword research, you should also pay close attention to the search intent of the keywords you select. 

If there is a disconnect between search intent and your website’s content, the conversion rates will suffer as a result. That’s why it is crucial to match the search intent and create content that caters to the searchers’ search intent.

In addition to that, you should also distinguish whether a keyword has an informative or commercial search intent.

If your goal is to increase conversions on your website, you should target commercial keywords more frequently. If more traffic is your goal, then targeting informative content is often a better option.

You can check out a keyword’s search intent in the following two ways:

  • By checking the search engine results pages (SERPs) and seeing the type of pages that Google ranks on the first SERP, and
  • By using a tool like SEMRush that assigns search intent to each keyword.

3. Don’t write for search engine bots

A common mistake that many content marketers make is that they write for search engine crawlers. That usually has a direct negative impact on the conversion rate.

Instead of writing for search engine bots, always, always write for human readers and website visitors.

Unlike humans, search engine bots cannot buy products and services from you. They don’t contribute to conversions, sales, and revenue. That’s why it only makes sense to write content for humans and use your content to educate, inform, and persuade them.

4. Create engaging and keyword-rich headings

Headings are one of the most important parts of good, engaging online content. Headings are not only an excellent spot to include important keywords to capture more organic traffic, but good headlines also capture readers’ attention and encourage them to read the rest of the page. The more time readers spend on a web page, the more likely they are to see the CTAs, convert, and become a customer.

As we mentioned, you should also add important keyword phrases in headings. If you are not sure of subheadings, it is generally a good idea to turn them into questions.

Keyword research tools like SEMRush or Ahrefs show questions that include your targeted keywords. Here is an example.

Lastly, don’t forget that headings should also have appropriate heading tags, i.e., H2, H3, H4, etc.

These heading tags help Google understand the structure of your web page. Moreover, properly structured and nested subheadings also make for a pleasant reading experience.

5. Leverage SERP featured snippets

More often than not, conversions and sales directly depend on the total number of visitors a web page receives. If your page does not receive ample traffic, it is unlikely to convert well.

However, to get the bulk of the organic traffic share, your page should rank in the top three search engine rankings. Because the top three pages usually get most of the clicks. 

But, as you can imagine, it’s not always easy to rank a page in the top three positions — especially for competitive keyword phrases.

That’s why one of the easiest ways to receive a lot of organic traffic is to have your page ranked in a featured snippet. You can use schema markup to make your page eligible for featured snippets.

6. Add relevant and compelling CTAs

If increasing conversions is your goal, then you must add relevant and compelling call-to-action (CTA) on each page. 

A call-to-action is usually added at the end of a blog post, but you don’t always have to follow that template. Test different places to see which works the best. You can also use heatmap software to see how far visitors usually scroll on your page and then pick the best possible spot to put the call to action.

One important thing to remember, however, is that the CTA you use should match with the searchers’ search intent — which you must have noted during the keyword research part. Otherwise, a disconnect between search intent and CTAs would result in a lower conversion rate.

7. Spend extra time on optimizing meta content

As we mentioned earlier, to have more conversions and sales, you need more traffic. That’s why optimizing meta content is so important.

There are two benefits of optimizing meta content and how it can contribute to increased conversions, sales, and revenue:

  • First, keyword-rich meta titles and meta descriptions can help you rank higher on the search engine results pages.
  • Second, well-optimized titles can drive a higher organic click-through rate (CTR). This increases the total number of traffic visitors a page receives, which then influences the overall number of conversions and sales.

8. Create helpful content for readers

Ultimately, it all comes down to high helpful and useful your content is for readers. While content helpfulness was always a crucial factor for conversions, it has now also become more important for SEO and organic traffic.

That’s because Google has recently announced the Helpful Content update that would affect a site’s search engine rankings. The gist of the Helpful Content update is that Google will prioritize websites with helpful and useful content for readers and deprioritize websites in search rankings that don’t have helpful content.

Focus on creating content that’s helpful, to the point, informative, and comprehensively answers all the questions a searcher may have. This will help you increase your site’s search engine rankings, organic traffic, and conversions.

Conclusion

Increase conversions, sales, and revenue with the above-mentioned 8 SEO content writing tips. 

Focus on keyword research, match search intent, write for human visitors, create compelling headings, leverage schema markup to rank in featured snippets, rely on powerful CTAs, optimize meta content, and always make sure that your site’s content is super helpful and useful to readers.

Remember, the ultimate goal is to craft content that converts. Otherwise, organic traffic that doesn’t convert is largely useless.

Have any questions? Let us know.

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