If you want to drive super-targeted traffic to your blog, you need to create content which ranks higher in search engines for your targeted keywords.
High rankings in Google = More sales... Am I right?
Besides higher rankings, your content should also be compelling to your visitors. The art of writing content for both search engines as well as for humans is called SEO Copywriting.
If you’re looking to create a great copy that sells or converts your visitors into subscribers or leads, then there are many other factors to consider too, such as headlines, your content quality, your website speed, quality of your outbound links, types of keywords that you’re targeting etc.
So, here I am going to deliver a Step-by-Step guide to SEO Content Writing which will teach you how to create a content copy that converts. You’re going to learn:
- What is SEO Content Writing
- How to get blog post ideas to create a great copy
- How to do keyword research
- How to write compelling content that sells
- Various forms of conversions
- How to convert your visitors by providing a strong call-to-Action
So, let’s start!
What is SEO Content Writing?
SEO refers to Search Engine Optimization which is a process of affecting the visibility of pages in search engines. SEO is necessary to rank higher in search engines as Higher Rankings = More sales (not necessary though).
Content writing refers to create a content which is to be read by the users on the web. SEO content writing is an art of writing a copy with the main goal to convert your visitors into buyers, subscribers etc. by following SEO practices and considering search engines as the only source of traffic for conversions.
It starts by looking for blog post ideas. You can’t write ‘anything’ by just thinking that “I think my audience will like it”. You need to know your blog audience before searching for blog post ideas.
How To Get Blog Post Ideas For SEO Copywriting?
Let’s suppose you’re running a PPC (Pay-per-click) consultancy agency and if you think you can write about SEO and your audience will like it, you’re on the wrong track. Yes, you can write on SEO but you need to create a content copy in a way which entices your visitors to focus less on SEO and more towards PPC by flaunting some advantages of PPC over SEO. While if you write a post on “How to do SEO” then you’re wasting your time as it is not meant to convert.
Let’s take an example of WordStream. WordStream is an online advertising company which helps clients in setting up Pay-per-click ads. If you check their blog, you’ll see that their blog posts are highly targeted to promote their services.
You need to understand your business and your audience before looking for blog post ideas.
Let’s take an example. Suppose, you run a travel website which offers cheap deals on flights, trains, hotel etc. Here, your main motive is to make people book hotels, flights etc. through your links and get commissions in return from flight and hotel companies.
Before looking for blog post ideas, create a buyer persona which will let you know more about your audience. Here, I am assuming to target Indian audience of 18-29 years who never had a long road trip.
I know June is the hottest month in India. So, people will generally plan to go to the northern region instead of South. They will plan a trip to Manali, Ladakh, Shimla etc. So, here are the blog post ideas that I generated by creating a buyer persona:
⇒ Top 5 Road Trips You Need To Make Before Hitting 30
⇒ Step-by-Step Guide To Plan A Great Journey To Ladakh
⇒ Best 5 Places You Need To Visit In This June
⇒ Top 6 Destination To Beat The Heat In This June 2016
What keywords to target for writing SEO Articles?
The second step of SEO Content Writing is keyword research. There are two types of keywords:
⇒ Buyer Intent Keywords
Note: Informational keywords such as “How To Make A Vanilla Cake” are not necessarily meant for conversions while intent keywords such as “Best recipes to make a vanilla cake” can convert better than informational keywords. Informational keywords are targeted just to increase traffic to a website which is monetized by Advertisements such as Adsense or through sponsored posts.
Let’s take an example of entertainment sites. Those sites generally don’t sell anything on their website. Their main motive is to drive huge traffic to their websites so that they can showcase their stats to advertisers and increase the advertising rates or increase their Ads revenue with high traffic.
While if you are selling any products on services on websites, then you need to target buyer intent keywords. I am going to cover this topic in depth below but now, let’s go through it briefly. Buyer keywords can be of low intent and high intent.
Low intent keywords are keywords which are not informational keywords but are similar to informational keywords. For example, if you are an Amazon affiliate and sell treadmills, you can write a post targeting “Best Treadmills To Lose Weight Fast”, or “Best Treadmills Reviews 2018”. Here, you can see that these keywords are meant to convert and make sales but customers are not directly pushed or forced to buy. They are being given information about the best treadmills of 2018.
While high intent keywords are the keywords which are directly meant to make sales. Let’s take an example of an affiliate who is selling treadmills through his website. Here his main motive is to directly compel the visitors to buy treadmills through his link. Now, for that he can target:
⇒ 20% OFF BMX Treadmill Coupon June 2016
⇒ Fat2Fit Treadmills Deals June 2016 – Get Up to 30% OFF
⇒ Buy Novafit Treadmill Online – 20% OFF + Free Shipping
⇒ Affordable Powermax Treadmills To Lose Weight Fast
⇒ Best Novafit Treadmills Comparison Chart
Now, hopefully, you got a pretty clue about which keywords to target for successful SEO Content Writing.
How To Write A Content Copy That Sells?
Till now, you are done with the introduction of SEO content writing, finding relevant blog post ideas and keyword research. Now, the next step is to draft a compelling copy that sells.
It begins with the headlines. As we know, there are two objectives which need to be considered. One is that content should be SEO friendly and should rank higher in search engines for targeted keywords and the second one is that it should be informative and compel your visitors to make a purchase, subscribe etc.
If the headlines are not enticing, people will not open it and it won’t drive a good click-through rate. According to Neil Patel, if your headline is magnetic, then it doesn’t matter whether you rank on #1 position or #4 position in search results. Pages ranking on #1 position with non-magnetic headlines don’t drive as much click-through that pages ranking on #2 with magnetic headlines.
Magnetic: 25 Best Ways To Gain Weight (With Infographic)
Non-magnetic: How To Gain Weight
But… headline should be SEO Friendly too… isn’t it?
For example, our targeted keyword is ”gain weight naturally at home”
Magnetic+SEO Friendly Headline: 25 Best Ways To Gain Weight Naturally At Home (With Infographic)
Once, you’ve got a good headline for your content, the next step is to write a content that sells.
Tips To Write A Great Content Copy
Here we will focus on structuring an optimized blog post which will look natural and deliver an easy reading experience and will drive you high rankings in the search engines.
⇒ Write lengthy and in-depth articles
Since, Google Panda rolled out, websites with thin content are in danger. Thin content refers to the content with less informative content and more images etc. Make sure your blog post has over 1000 words. This makes Google to easily identify LSI keywords from your content and rank you for various keywords.
⇒ Use Headings
Headings play a very important role in improving your keyword rankings. Make sure your main keyword is there in Heading 2 tag. Just find out some LSI keyword or related keywords or variations of the seed keyword and sprinkle them throughout the post.
⇒ Use bullet points
Bullet points make the post easier to read and when it delivers an easy user experience, Google rewards you with higher rankings. Generally, nowadays people don’t have time to read your whole post and they just scan it.
⇒ Write a compelling introduction
Make sure your introduction is enticing which motivates your readers to read more. Your introduction should confirm your visitors that their problems will be solved if they read the complete post. It means your introduction should motivate your readers to read more. Aha… make sure your primary long tail keyword occurs in the introduction.
Rankings also depend on some other factors such as Title Tags, Meta Description, Keyword Frequency. I have covered all these factors in this post.
Now, the next step is to learn about various forms of conversions. Conversions are not just sales. They can be leads, subscribers, etc.
Types Of Conversions
Your conversion goal purely depends on the model of your business. It’s not necessary that everyone is selling something on their websites. The business model of each website is unique, so the conversion goal.
There are two types of conversions: Micro and Macro conversions.
Let’s say you’re selling a book on your website. Here, in this case, micro-conversions will lead to macro conversions. Micro conversions would make people read an excerpt of the book and macro conversion will make people “Add Book To The Cart”. Now, you can see that micro conversions lead to macro conversions.
Stuart Walker from Nichehacks.com entices users to click on the banner which redirects users to the optin page and finally to the sales page.
Optin Page (Micro-conversion)
Sales Page (Macro-conversion)
Before providing a Call-to-action, you need to understand your conversion goal which benefits your business growth. For example, the best conversion goal for an entertainment website is to drive more social shares while for an e-commerce business model, the micro-conversion goal will be to attract more reviews as possible and macro conversion goal will be to make people ‘Buy’ their products.
You learned about the various forms of conversions which I mentioned above. You came to know that conversion goals vary with the business models and each business model has its unique conversion goal.
Now, the next and the final step is how to convert!
How to convert visitors through SEO Content Writing?
This can be done by providing a strong Call-to-Action.
Here, I am going to take examples of various blogs with different conversion goals to make you understand the concept clearly.
Here’s how MakeMyTrip.com provides Call-to-action in its content.
I found this post by searching “best destinations to visit this June 2016” and came to know about some good destinations. Now, if I plan a trip to these destinations, I need to book a hotel which I can easily get by clicking on the above-highlighted links. Now, hopefully, you understood that rationale behind writing this post was to entice people to book hotels through their links.
As told earlier, SEO Content writing is all about ranking higher for targeted keywords and boost conversions by providing relevant Call-to-Actions.
Now, let’s take an example of Neil Patel’s blog. The main objective behind NeilPatel.com is to sell its Advanced Marketing Program for which Neil focuses on delivering extremely high-quality content to its readers focusing on SEO Copywriting which will convert its visitors into subscribers or directly buyers.
When you click on these banners, it will take you to the homepage which is meant for micro-conversion that is a free webinar on consumer acquisition.
When you’ll hit the orange button, you’ll be taken to the webinar page and once the webinar gets over, you’ll be compelled to purchase the product which is the macro-conversion goal of NeilPatel.com.
Now, let’s see how it flows:
User lands on the page through a specific query (targeted keyword) → Finds the content informative and want to go for a Free Webinar → Lands on the homepage (Micro-conversion 1 completed) → Attends the webinar (Micro-conversion 2 completed) → Go for a purchase (Macro-conversion completed)
As you know, Content is king and will always be! We always focus on delivering high-quality content to our readers but why doesn’t it convert?
Because we forget to do SEO or we’re lazy about it. Am I right?
Follow the above SEO content writing methods and let me know if I have missed any? Let’s discuss in the comment box!