A Beginner’s Guide to Optimizing Web Content for Better Reach and Conversions

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Contents
SEO Content Optimization Checklist

  1. “Home” Page Content
  2. “About Us” Page Content
  3. Product Pages
  4. Service Pages
  5. Blogs
  6. Images, Graphics, Videos, and Audios

Wrapping Up

A Beginner’s Guide to Optimizing Web Content for Better Reach and Conversions

As we inch closer to 2022, it’s safe to say that optimization is still one of the most important aspects of running an online business.

Sure, you’ve created an engaging social media presence. In fact, you’ve gone the extra mile by putting together a comprehensive and updated Google My Business profile. Wait, you’ve even dipped your toes in the link building water.

But if you haven’t mastered the art of stellar optimization, your business will fail to flourish like you want it to.

There are three main types of SEO: on-page, off-page and technical. In this blog, we’ll focus on the first.

On-page SEO refers to the optimization of any and every type of web content: regular blogs, power blogs, product descriptions, service descriptions, “about us” descriptions, “home” page web copy, images, videos, audios, graphics, and so on.

Simply put, any type of content on your website—textual, visual, or auditory—qualifies as web content.

In this blog, we’ll walk you through the basics of how to optimize web copy for Google search. By the end of it, you’ll have a good grasp of smart and strategic web copy optimization strategies for better reach, conversions, and long-term business growth.

Let’s dive into it!

Is your site missing high-quality, engaging, and optimized content? Our pros can help. Fill out the form below to kick-start your journey!

SEO Content Optimization Checklist

1. “Home” Page Content

First impressions are important.

As a business owner, you can’t afford to make a sloppy impression on web users who have high expectations.

Today, the bar has been set higher than high.

If you take a closer look at Nike’s website, you’ll notice that they’ve checked off pretty much every box when it comes to optimization

Their “home” page features well-written, engaging, and expertly optimized content. From the header to the navigation to the CTAs, every component has been optimized with high-ranking keywords, titles, meta descriptions, anchor text links, and A/B tested elements.

Here’s how you can follow their recipe for “home” page content success.

As you explore Nike’s website, you’ll notice that they haven’t filled their site with excessive text.

The few sentences you’ll find are short0, to-the-point, and action-oriented.
Let’s consider this banner as an example.

Nike Website Image

Notice how the text reinforces Nike’s powerful brand identity and prompts web users to take an action, i.e., become a new Nike member or sign in to their pre-existing account.

It’s succinct and exciting; there’s no beating around the bush.

Optimize your “home” page content by keeping the copy short and exciting. It should also prompt action so you can earn a decent amount of conversions.

Halo Top’s “home” page content is very similar. While slightly longer than Nike’s copy, it’s still under 100 words.

Moreover, it brilliantly informs web users about what the company stands for and creates.

It’s non-fussy, engaging, and doesn’t bore users into clicking off the page.

Who Doesn't Love Ice Cream

Make sure you incorporate high-ranking, industry-specific keywords into your copy. Using keyword research services is a great way to start off on the right foot!

2. “About Us” Page Content

When optimizing their website for SEO, many businesses fail to pay attention to their “about us” page. While it earns fewer clicks than the “home” page, it’s still important.

If you run a small business or recently launched a start-up, people will be particularly interested in learning more about your business, mission, philosophy, vision, and goals.

As you list these, make sure you cleverly optimize the content to convert your audience.

Remember, your “about us” page has the potential to earn a considerable number of backlinks.

If you leave it untouched, you’re asking for trouble. In this case, that would be loss of conversions.

Undo the damage by using the right keywords.

Word of caution: Avoid using buzzwords or gimmicky, superficial statements. Instead, use industry-specific—albeit layman-friendly—keywords that web users are actively searching for.

Cleveland Clinic gets this just right.

They understand that web users seek more information about their practice, specifically their mission, vision, and values.

By using keywords like “modern medicine,” they’re improving their Google SERP rankings.

And by using phrases like “[we] take care of patients,” they’re targeting web users who are looking for hospitals that offer excellent patient care.

Working around these variations has helped their “about us” page rank higher and become a source of conversions.

These clickable links show us that they understand the importance of incorporating conversion-focused content into their “about us” page:

Showcase your USPs while using the right keywords and avoiding repetition (you don’t want to deal with a case of keyword cannibalization that could negatively affect your rankings).

As Google picks up your page, it’ll give it a generous boost in SERP rankings.

Need better content for your site? Don’t just trust anyone. Fill out the form below to consult our experienced content writing specialists and optimization experts!

3. Product Pages

As one of the most important types of web content, product descriptions can ultimately make or break your site’s performance.

Write SEO-friendly product copy to ensure that online buyers take positive action on your site.

For starters, keep things simple.

Your product pages should be informative without being complicated. In other words, keep things straightforward while giving readers what they’re looking for.

Take a closer look at Shinola’s product page for The Derby 30MM, one of their bestselling watches.

Notice how the web copy provides the perfect amount of detail web users want. They’ve covered all the bases without going overboard. Most importantly, they’ve kept things simple.

By highlighting the key features towards the end, they’ve improved the user experience for people who may not have the time to sit through long descriptions.

They can easily scan the highlights and proceed with their purchase.

By optimizing web copy for all types of audiences, you’ll manage to keep your conversion rate high.

When optimizing product copy, make sure you avoid keyword stuffing.

Unnecessarily using keywords will do more harm than good. If you incorporate more than 2-3 keywords in 200-300 words of copy, Google’s whip-smart algorithm will consider this practice a red flag and drop your page from the top rankings.

Both keyword stuffing and spam can negatively affect your conversions and rankings.

Use keywords in moderation and specifically focus on LSI (latent semantic indexing) keywords for product pages. Incorporate them into the headline, subheadings, and body of your product copy.

Reebok’s product page for their Club C 85 Vintage Shoes stands out for its simple, compelling, and optimized content.

They’ve used market segment keywords and customer-defining keywords to reel in and convert web users.

4. Service Pages

Very similar to product pages, service pages also significantly improve rankings when optimized correctly.

Improve your existing content by making it more personable.

Take a page out of Cove’s book.

The home security brand’s professional monitoring service page is witty, eye-catching, engaging, and audience-centric.

They’re selling their services without making the audience feel pushed into anything.

When writing and optimizing service page copy, this is something you should always keep in mind.

The content should be organic, exciting, and informative, not over-the-top, salesy, and gimmicky.

Cove’s slogan, “when you need a person not a siren,” is as personable as it gets—both literally and metaphorically.

The rest of their copy is just as interesting and engaging!

You get a good grasp of their service without getting bored of unnecessary, never-ending detail.

As you explore the rest of their service page, you’ll notice that they’ve further optimized their content by creating a detailed buyer persona.

We also recommend highlighting your company’s USP(s) towards the end of each service page.

This is a great way to remind web users of the benefits you have to offer.

The outcome? They’re more likely to sign up for your services!

Cove takes care of this as well:

Pro tip: Whether you’re optimizing product or service page content, make sure you incorporate an excellent CTA (call-to-action) in the copy.

You can also incorporate CTAs in the form of clean animations or graphics. This is a great way to remind your audience to take positive action on your site, i.e., buy a specific product or sign up for a specific service.

As always, avoid going overboard by a) incorporating too many CTAs in the page, or b) using pushy language.

A nice balance of well-written CTAs will help you earn a generous boost in conversions.

Struggling to optimize your website for SEO? Let’s get to work. Fill out the form below to consult our experts!

 

5. Blogs

According to research, an astounding 6 out of 10 web users admit that blogs play a pivotal role in forming their buying decision (Demand Gen Report, 2019).

If your website is replete with engaging, optimized, and value-added blogs, you’ll rank higher on Google SERPs, engage a wide audience, and convert more web users.

It isn’t that simple, though. If you simply churn out one blog after the other, you’ll fail to notice a significant improvement in visibility, rankings, engagement, and conversions.

If you want your blogging efforts to bear fruit, use the best practices for optimizing content.

Keyword research isn’t just important, it’s imperative.

Kick things off on a high note by researching relevant keywords during the initial stages of the project.

Your content plan should comprise titles with high-ranking keywords.

Let’s consider an example.

When you run a Google search for “top interior design trends 2022,” the following results show up:

Why did Google choose to display these specific blogs?

For starters, the titles are cleverly optimized.

Generally, titles that start with “X Things to…” or “Top X Trends…” have higher CTRs (click-through rates).

Why? Well, the title gives a lot away. People immediately get an idea of the specific number of concepts that will be discussed, which also gives them a sense of the length of the piece.

Predictability drastically increases the CTR.

Web users get a gist of what’s to come, which means they’re less likely to click off once they start reading (unless the piece is poorly written and/or researched).

Once you get the title right, move to the meta description. This is the 25-word section right beneath the title.

The better your meta description, the greater the chances of Google’s algorithm offering you a nice rank on SERPs.

Take another look at the screenshot shared above.

Notice how the second and third meta descriptions include the blog’s subheadings.

Reading the title and meta description, web users will quickly get a nice picture of the blog.

That’s exactly what Google wants to do: simplify and enhance user experience.

If your blog’s title and meta description succinctly give a nice overview of the piece, Google will notice and appreciate the effort. You’ll earn a better rank on SERPs and generate higher engagement!

Make sure you get these two essential components just right: the title and meta description.

Coming to the blog itself, the content should be top-notch. From the grammar, spelling, vocabulary, and syntax to the research, structure, and value of the piece, everything should be meticulously taken care of.

The more engaging your blog, the greater the chances of your audience sticking around till the very end!

We also recommend incorporating one internal link for every 100 words of content. You can link to previous blogs, product pages, service pages, your “sign up” page, or any other internal page on your site.

This is a great way to redirect users to relevant pages on your site and increase the chances of a conversion.

Recommended Read: How to Write a Blog That Ranks

6. Images, Graphics, Videos, and Audios

While optimizing textual web content is important, optimizing audio-visual components is just as imperative.

For starters, always honor copyrights and save the content in the right format.

Make sure you use relevant alt text and meta descriptions. As stated earlier, meta descriptions are up to 25-word-long descriptions of content (blogs, images, videos, etc.).

Alt text is a collection of words that best describe an image. For instance, if your blog includes a picture of an elderly man using a smartphone in their living room, the alt text will be “elderly-man-smartphone-technology-living-room-home”.

You want to describe the image as accurately as possible so it can be read by search engines and people who are visually impaired or having trouble accessing the image because of connectivity issues.

For videos, we recommend uploading a transcript as well. Additionally, submit a video XML sitemap to ensure that your video is easily discovered and indexed by search engines.

When executed correctly, the right web content optimization practices will help you perform better on the web and keep your business going and growing in the long run!

Wrapping Up

In this blog, we walked you through the top web copy optimization strategies. We also offered a closer look at how to optimize a website and how to write effective website copy for SEO purposes.

If you’re looking for content writing tools for SEO, we can help you get started!

At Search Berg, our content writers specialize in writing high-quality, engaging, and value-added content for clients from a wide range of industries, including business, construction, automotive, travel, real estate, healthcare, and technology, among countless others.

Over the years, we’ve written over 800,000 content pieces, designed over 40,000 infographics, and created over 10,000 videos.

Click here to consult our content marketing specialists. You can also call at 855-444-4777 for more information. Our team is always happy to help!

Equip your website with content that converts! Need help with content optimization? Fill out the form below to get started.

How to Write Content That Converts Leads into Customers


While converting curious web users into leads is important, it’s not enough. Sure, you’ve managed to turn casual web browsing into serious shopping, but now what?

If a web user simply buys your products/services without returning, you’ll struggle to consistently generate revenue over time. Instead of solely focusing on converting browsers into leads, go a step beyond by converting leads into loyal customers that stick around in the long run.

The outcome? Consistent brand building, lead generation, conversion, and profit-making. This mix is music to an up-and-coming business’s ears.

How can you achieve it? By creating content that converts.

We want to make things simpler by breaking down the process of converting leads into customers through content. Let’s dive in!

Struggling to write high-quality content that converts? Consult our pros by filling out the form below!

 

Contents

How to Write Content That Converts

  1. Incorporate High-Converting Keywords Into Your Content
  2. It’s All About the CTA (Call-to-Action)
  3. 3.Write Sales-Driven Content
  4. Showcase Testimonials on Your Web Pages and Social Media Pages
  5. Avoid Inconsistency and Redundancy
  6. Replace Loud Pitches with Softer Nudges

Wrapping Up

 

How to Write Content That Converts

1. Incorporate High-Converting Keywords Into Your Content

Many brands wonder why their content fails to generate leads in the long run. They seemingly check off all the boxes by writing engaging, insightful, and industry-specific content.

So, what’s missing? The answer may be right under your nose: keywords.

This phrase is obnoxiously overused in the world of content, but rightfully so. Keywords are the foundation of high-quality content that drives massive sales.

Using a mix of the right exact match, phrase match, broad match, broad match modifier, and negative match keywords, you can turn web browsers into leads and leads into returning customers.

As a rule of thumb, make sure 60% of the keywords you select are equipped to drive high conversion rates.

In other words, they should compel your audience to a) take positive action on your site, b) further explore your site, c) return for a purchase at least 1–2 times, and d) continue to return for purchases, subscriptions, etc. in the long run.

Your audience shouldn’t simply buy a product/service and “bounce”; they should feel interested and engaged enough to want to stick around.

Start by selecting high-CTR (click-through rate) keywords that are your top performers. More often than not, these keywords include verbs that prompt action.

Let’s consider an example for more clarity.

Let’s say you provide ecommerce support to startups and up-and-coming businesses. Instead of solely using keywords like “ecommerce services” or “cheap ecommerce solutions,” introduce an actionable verb to the mix.

For instance, keywords like “create an ecommerce strategy” and “consult ecommerce professionals” include verbs (“create” and “consult”) that prompt action.

In other words, they’re excellent converters.

As web users land on your site and come across more high-converting keywords, they’ll take consistent actions on your site.

This is a great way to keep your target audience on your site for longer, which, in turn, will convert them into long-term customers.

Here are more examples of high-converting keywords to further elucidate this strategy:

  • For attorneys: “Build a strong case”
  • For web developers: “Create an interactive website”
  • For realtors: “Buy your dream home”
  • For door manufacturers: “Replace your front doors”

See what we mean? As long as there’s a verb supporting the keyword, you’re on the right track.

Of course, you can further build the keyword to strengthen it even more.

Here’s what we mean:

HIGH-CONVERTING KEYWORDS STRONGER HIGH-CONVERTING KEYWORDS
For attorneys: “Build a strong case”For attorneys: “Build a strong case in Los Angeles
For web developers: “Create an interactive website”For web developers: “Create an interactive website in less than $100
For realtors: “Buy your dream home”For realtors: “Buy your dream home in SoHo
For door manufacturers: “Replace your front doors”For door manufacturers: “Replace your front doors and get a transom for free

As you build high-converting keywords by adding local search terms and your brand’s USPs to the mix, you’ll increase your chances of converting leads into customers through content.

We recommend incorporating high-converting keywords into different types of content on your site: blogs, product/service pages, the FAQ page, the about page, the contact us page, etc.

This will ensure that your audience takes continual actions, which will ultimately help them learn more about your brand as they go and keep shopping in the long run.

Here are some excellent titles from Adidas’ blogs. We’ve highlighted the verbs to help you understand how seamlessly their team has incorporated high-converting keywords into the mix!




The verbs are strategically followed by their products (leggings, Stan Smith sneakers, climbing shoes, running, shoes).

This is how you check this strategy off the list like a seasoned pro!

Recommended Read: Blog vs. Article: What Is the Difference?

2. It’s All About the CTA (Call-to-Action)

When it comes to creating content that converts, a strong CTA (call-to-action) isn’t just useful, it’s imperative.

A CTA is a short text (2–5 lines) that compels web users to take action.

If you’re writing a blog, power blog, article, guest post, or any other type of content that goes on your site or a third-party site, the CTA should generally be included at the end.

If you’re working on a product/service page, the CTA can be included in the form of visual elements.

For social media posts, the CTA can be included in the beginning or towards the end.

Here’s the catch.

While CTAs follow a similar rhythm for the most part, they can’t be generic or predictable.

Instead of incorporating a boring CTA into your content, make sure it a) carries conversion potential, b) is engaging, and c) is expertly optimized.

Here’s a closer look at a power-packed CTA from Adidas’ recent blog:

Notice how the CTA comprises high-converting keywords (“choose” and “find” are the guiding verbs here).

It also includes visual elements that lead web users to Adidas’ relevant collections.

In fact, they’ve gone the extra mile by linking their social media pages and email below (bottom right).

This is one hell of a CTA!

The keywords are hyperlinked, the visual elements are as eye-catching as it gets, and the transition from the rest of the content to the CTA is seamless.

The goal is to compel your audience to take positive action without them realizing what’s happening.

A cheesy CTA that’s easily detectable can be extremely off-putting. Your audience will know right away that you’re trying to “sell” something.

This isn’t something they should be able to pick up on; the transition should be undetectable and natural.

Adidas gets this balance just right.

If you want to create website content that converts, make sure your CTAs aren’t overly promotional. They should also be expertly optimized using the right keywords (refer to the first section of this blog for more insight) and internal links.

Your goal is to prompt positive action without making it painfully obvious. It takes a while to get this roundabout content writing style just right.

If you’re struggling, we recommend consulting a team of professional blog writers.

Got the CTA or keyword blues? Our content marketing pros can help. Fill out the form below to start converting leads into customers through content!

 

3.Write Sales-Driven Content

We’ve covered the basics: keywords and CTAs; they form the foundation of good content.

However, creating “good content” atop a firm foundation is the bulk of the job.

One misstep and you could end up damaging the foundation and going back to square one.

In other words, this is where the real work begins.

If you write unengaging, boring, and banal content, your audience will “bounce,” thereby increasing your site’s bounce rate.

At the very most, you’ll manage to convert web users into leads. However, you’ll struggle to convert leads into loyal customers that stick around in the long run.

To check this important box off the list, write sales-driven content.

Not only that, but your content should also be highly engaging, value-added, and insightful.

As the name suggests, sales-driven content is content that generates massive sales. It’s written with the intention of informing, engaging, and converting your target audience.

Start off by taking a deep dive into your audience’s interests and preferences. This is the first step to writing content that converts.

As you understand what your audience is looking for, you’ll manage to choose the right topics for your content.

We strongly recommend sectioning off your audience demographically.

For instance, if you run an apparel store, identify the specific age groups you create clothing for. As you split these groups into different categories, you can work on creating content for each category.

American Eagle does this brilliantly. As a result, their content isn’t generic; it’s actually highly specific.

The outcome? They’ve managed to convert each demographic into long-term customers.

Here’s an example of their recent blog:

Notice how they’ve targeted their younger demographic, i.e., teenagers who are returning to school this year.

Once you’ve sectioned off your audience, start selecting relevant themes, topics, events, and social media trends that pique their interest. In other words, look for ideas to create content that they’ll actually read.

Tonal’s relevant blogs are a great example of putting this strategy into practice the right way!

Instead of choosing generic topics, they delved deeper and carefully selected topics that their audience was actually interested in.

For instance, they wrote an insightful, empowering, and deeply moving blog during Pride Month.

The brand also celebrated and emphasized the true meaning of independence by posting a powerful blog on Juneteenth.

Writing content on topics that resonate with your audience shows that you care about their interests, representation, and using your platform for good.

Today, people are increasingly looking for brands that go the extra mile to value customers, not just generate massive revenue.

As a brand, you should have a razor-sharp focus on showing your audience that they’re more than just a number to you.

As you build a strong brand identity, you’ll simultaneously manage to convert leads into customers.

Your audience will feel acknowledged, accepted, celebrated, and included.

This feeling makes customers feel special. It shows them that brands care about who they are and what they stand for.

As you create content for different demographics, you’ll manage to capture their interests and show them that you’re committed to offering more than just a great product/service.

This extra step is also known as “humanizing the content”, i.e., adding an element of humanness and empathy to web content.

When combined with high-converting CTAs and keywords, humanized content helps brands rank higher, generate more traffic, convert web users into leads, and convert leads into customers.

Postmates is also known for creating content that centers their audience. Here’s a glimpse of their audience-centric blogs:

Recommended Read: How To Write A Blog That Ranks

4.Showcase Testimonials on Your Web Pages and Social Media Pages

According to research, a whopping 84% of web users trust online reviews. That’s a lot by any measure.

In fact, 80% of people change their minds after reading a positive or negative review.

As an up-and-coming or even established business, you can actualize impressive growth by doubling down on testimonials.

Here’s why this is so important.

Presently, large majority of brands have a separate testimonial page that lists their online reviews.

While this is a great approach, it’s not enough.

The human attention span is incredibly low: a measly eight seconds.

It’s unlikely that your customers will explore every single page on your site.

In most cases, customers never end up on the testimonial page, which delays the process of trusting a brand.

Undo the damage by showcasing your testimonials on multiple pages across your site, especially your product/service pages and blogs.

If you explore Nike’s product pages, you’ll notice that each page features reviews for the respective product. Here’s an example:

A lot of brands use a similar approach for non-product/service pages.

Let’s say you manufacture sporting equipment and choose to write a blog on the best footwear for an arduous hike.

As you showcase some products that you have in stock, you can include reviews for each product towards the end of the blog.

This is a great way to compel your audience to buy said products.

Testimonials are extremely powerful. They carry the ability to form a person’s opinion and eliminate doubt.

By incorporating them into web content and even social media content, you can nudge your audience in the right direction: potentially buying your products/services and becoming long-term customers.

Lacoste is known for frequently replying to and retweeting posts from customers. While these aren’t “reviews” in the traditional sense, they still count as testimonials.

By interacting with these posts, Lacoste expertly ensures that they gain more traction.

Here’s an example:

The tweet will show up on Lacoste’s page since they’ve responded to it. It’ll also gain more traction as it earned a response from a verified page.

Lacoste’s social media marketing team has an excellent understanding of how the Twitter algorithm works. By using it to their benefit, they’re brilliantly showcasing positive online reviews on social media!

Target is known for using the same approach:

Whether customers appreciate your products, services, in-store shopping experience, customer support team, or any other facet of your brand, consider it a win and highlight it!

As more customers interact with flattering social media posts or web reviews, they’ll become loyal customers that stick around in the long run.

This is a tried-and-tested way of converting leads into customers through content (both web content and social media content).

Need high-converting content for your web or social media pages? Do things the right way: the Search Berg way. Fill out the form below to get started!

 

5. Avoid Inconsistency and Redundancy

Many brands are guilty of falling into the all-too-familiar traps of inconsistency and redundancy.

As you start creating content, you may reach a point when you simply can’t think of new topics.

When this situation arises, some brands become inconsistent with content creation (i.e., they start posting less frequently) while others resort to redundancy (i.e., they recycle the same ideas and present them differently).

These avenues can be extremely dangerous for your brand, especially if you start relying on both of them at once.

The sooner you identify these habits, the better.

As you start undoing the damage in due course, you can prevent customer attrition/loss.

If you take action a little too late, you may have already lost a significant number of customers.

It’s important to note that consistently creating fresh content is one of the easiest ways to convert leads into customers. This is why nipping inconsistency and redundancy in the bud is so important.

If you’re short on ideas, turn to Google Images for help!

Let’s say you offer massage therapy services in Atlanta, Georgia. As you enter “massage therapy” in the search bar, Google will fetch a lot of suggestions for you.

These tags are closely related to your search query. In other words, web users are actively searching for these terms as they’re looking up “massage therapy” on Google.

Use these suggestions to your advantage by building new connections and creating fresh, relevant, and engaging content.

This strategy is extremely useful because you’re relying on Google’s whip-smart algorithm, which already knows what’s relevant and what’s not.

It’s doing the work for you!

Instead of manually searching for new topics that may not be as relevant, you can opt for this route to find the most relevant topics for new content.

Once you’ve used up all your connections, click on individual tags to unearth a plethora of new terms.

This cycle is never-ending. It’s one of the best ways to write new content that doesn’t bore your audience.

In addition to employing this strategy, we also recommend reaching out to your audience for help.

Simcenter, a branch of the renowned brand Siemens, recently reached out to their audience on Twitter. They requested more insight into the specific kind of content their audience was seeking: videos, infographics, live webinars, or blogs.

You can leverage the same strategy but get a tad more specific!

Ask your audience to list the specific topics they’d love to read content on.

Make use of Twitter’s inbuilt features (polls, etc.) to further increase engagement.

You can also keep the post more open-ended by requesting your audience to share their ideas in the comments.

This is a great way to feed two birds with one scone!

Not only will you manage to fill your proverbial “content marketing” bags with new ideas, but you’ll also get a chance to increase your social media engagement.

It’s a win-win!

Here are some more great examples to help you start off on the right foot:



6. Replace Loud Pitches with Softer Nudges

Think back to marketing in the 2010s.

Whether you were watching a TV commercial, reading a blog, or browsing through a company’s products/services, you would have been bombarded with statements like:

  • “What are you waiting for? Buy now before it’s too late!”
  • “You can’t miss out on our sale! We’ve got the best toasters in town, grab ‘em now!”
  • “$20 off? Go, go, go! It doesn’t get better than this, start shopping now for the best in interior décor!”

While these pitches may not seem too loud at first, they can easily overwhelm you once you come across two, three, five, or even ten each day.

This was marketing in the 2010s in a nutshell. It was loud, excessively promotional, cheesy, and downright gimmicky.

In the 2020s, we’ve transitioned from loud pitches to softer nudges. While you may think the latter aren’t as effective, they’re actually better at converting leads into customers.

Today, people are on the hunt for content that informs, educates, and solves their problems.

Flashy lights, gaudy props, cheesy headlines, and an excessive sense of urgency aren’t appreciated anymore.

Instead, customers would rather read content that includes practical insights, useful tips, and fresh ideas.

As a rule of thumb, steer clear of loud pitches. They do more harm than good and may compel your audience to start looking elsewhere.

Dyson’s blogs are a great example of putting value over heavy promotion.

You can still include a well-placed CTA in your content. However, focus on writing quality content to make a great impression on your audience.

Not only will people stick around until the very end, but they’ll also take positive action in response to the great content that was provided.

And if your content features testimonials towards the end, well, you’ve checked off all the boxes!

Wrapping Up

In this blog, we walked you through six steps to writing content that converts. As you put these strategies into practice, make sure you prioritize quality every step of the way.

When woven into content strategically and seamlessly, soft nudges can compel action and convert leads into loyal customers.

As you work towards strengthening your brand identity, you’ll also manage to retain customers who were considering partnering with a different brand.

At Search Berg, our content marketing team has extensive experience in writing high-converting content that generates leads and drives sales.

We’re committed to helping you stand out in your industry and make big splashes through high-quality content.

If you’re ready to get started, we can help. Give us a call at 855-444-4777 to kick-start your content marketing strategy!

Writing content that converts can be tricky; let us step in and achieve the results you’re aiming for! Fill out the form below to get started.

 

Why Content-Driven SEO Is the Ultimate Digital Marketing Strategy for 2020

Contents

  1. Engaging Content Helps Drive Quality Traffic to Your Website. 3
  2. Leverage Optimized Content to Improve Online Visibility and Climb SERPs. 7
  3. Speed Up Buyers’ Journeys. 9
  4. … And Put Your Sales on Autopilot! 11
  5. Give Your Domain Authority a Much-Needed Boost 12
  6. Cut Your Customer Attrition Rate and Bounce Rate By Half 14
  7. Establish a Winning Social Media Presence. 16
  8. Envision and Actualize Long-Term Business Growth. 17

60% of marketers make sure they create at least one piece of content every day.

Why?

Because a whopping 70% of people prefer getting informed about products/services/trends through content.

Continue reading “Why Content-Driven SEO Is the Ultimate Digital Marketing Strategy for 2020”

Why Content-Driven SEO Is a Lucrative Digital Marketing Strategy for 2021 and Beyond

 

With search engines like Google updating their algorithms frequently every year, it’s becoming increasingly difficult for website owners to develop digital marketing strategies that can stand the test of time.

In order to devise strategies that produce actual business results, it’s important to map out your site’s structure and map out your objectives.

SEO and content marketing are taken as two important yet separate strategies to drive marketing and engagement efforts, but this is the wrong way to view them because they are very much intertwined with one another.

Many business owners and bloggers believe that by doing content marketing that they reduce their need for SEO.

But since the two go hand in hand, this concept is a misconception.

The reason why important content marketing efforts take off for a business is that they involve the meticulous use of SEO.

Essentially, while you are doing content marketing, the best practice is to implement the technical side of SEO into your content pieces as you generate them.

Without SEO, your content doesn’t reach the Google SERP for your keywords, and without good, regularly uploaded content, your SEO efforts are in vain.

digital marketing strategies

In recent years, we have seen several digital marketing strategies come in and go out of trend.

However, in the constantly shifting online marketing landscape, there is one thing that has remained constant: content is king, making content marketing its queen.

As website owners compete for the top spots on SERPs, content-driven SEO is becoming an increasingly important priority for businesses, both small and large.

You see, content is the reason why people visit a website, and it is through content that you connect with your audience and potential customers.

Therefore, when developing your content for SEO, it’s important to think about the questions your target audience is asking, and answer them in an engaging, compelling way.

The Correlation between Content Marketing and SEO’s Importance For Your Business

Content marketing is a subcategory of digital inbound marketing which involves transitioning a website visitor through the sales funnel by offering them informative, helpful, and engaging content pieces.

Search engine optimization, or SEO as it’s more commonly known as, is the process of optimizing the website to perform better on the search engine results pages.

Although the two appear to be quite different to each other, they are more closely linked than you may think.

It’s not only possible to devise a content marketing strategy for SEO, but it’s also highly beneficial.

As the algorithms of search engines have evolved and changed, they have become increasingly partial to content driven SEO – that is, fresh unique content of a certain length, with just the right amount of keyword integration, and on specific pages.

A content-driven SEO strategy is a perfect balance of content creation and the other, more technical SEO factors.

Let’s take a look at why content-driven SEO will always be an evergreen digital marketing strategy.

Content-Driven SEO Targets Quality Traffic

One of the most notable advantages of content-driven SEO is that it’s an inbound digital marketing strategy.

In contrast to conventional “outbound” online advertising channels that take an “in your face” approach, inbound marketing doesn’t involve reaching out to consumers whether they’re interested in what you have to say or not.

Inbound marketing strategies focus on making it easier for potential consumers to find you when they need relevant information.

On the other hand, inbound marketing takes a more “consumer-centric” approach.

Instead of disturbing consumers while they’re watching a video or reading an article, inbound marketing involves making valuable information easily accessible and creating valuable resources for the consumer.

Content-driven SEO makes it easy for consumers to find you when they’re looking for the type of services or products you offer.

Not only is this much more convenient for the consumers, but it also draws in more qualified leads for your business, which in turn, translates into better conversion rates.

In fact, according to the report from a recent studies, the majority of marketers say that inbound practices generated the highest quality leads for their sales teams.

 

Content-Driven SEO

More Content=More Keyword Opportunities=Better SEO

A huge part of SEO is keyword usage. This involves finding and researching keywords that are relevant to your niche and then communicating their importance within your content marketing efforts.

The only way to actually use the keywords you garner as a result of your SEO efforts is to be strategic and analytical regarding how you use them in your web pages and content.

Naturally, if you instead choose to follow the black hat practice of stuffing keywords into your content, Google will find out and crack down on your site, punishing it severely in the SERP for your keywords.

There is definitely such a thing as excessively optimizing for keywords.

Don’t beat a horse after it’s dead because Google will possess the horse’s body and drag your rankings down to hell’s gates.

Search engines like Google don’t “see” websites like us humans do.

While we can understand a website for what it is by looking at the pictures on the web pages, search engines have no way of determining a website’s purpose until those words are expressly written somewhere.

Content-driven SEO enables you to go further than the text descriptions on pictures and small paragraphs of homepage copy, where the space you have for keywords is restricted.

Through using blog posts, guides, articles and other forms of written content, you can utilize more keywords that are related to what your business is about – as well as what consumers are searching for.

For instance, if you sell auto supplies on your website, you may want to rank well for keywords relevant to tires.

And rather than attempting to stuff a variety of tire-related keywords and phrases into a small page or space, you can write a very natural blog post on “What Tires are best for Winter Driving” or create a guide for buying the right type of tires for your vehicle.

In addition to being informative and engaging, this type of content also provides you with a great opportunity to utilize keywords and boost your rankings in SERPs.

Furthermore, according to a study by SerpIQ, pages that rank the highest on Google’s SERPs tend to also have the most amount of content.

But is long-form content always better?

Well, not necessarily.

While content length is certainly prioritized by search engines, it’s not prioritized as much as quality. A content piece could by 10,000 words, but it would be completely useless if it didn’t contain the relevant information.

Just think about the last instance you used Google search to find an answer or an online tutorial.

How long did it take to find a page that answered your question in a detailed manner?

Chances are you found it almost instantly.

SEO has come a long way since those early days. It’s much more evolved now and takes factors into consideration other than just keyword density.

Therefore, by developing fresh and unique content that makes your audience go “wow!”, you have a better chance of climbing to the top spots in SERPs.

Content Ensures Your Visitors Stay On Your Website Longer

Let’s assume that a user is directed to one of your web pages by a search engine, can’t find what they’re looking for, and leaves at once without even looking at any other page. In the world of digital marketing, this is what you call a “bounce”. The percentage of visitors who do this on each of your web pages is factored into your site’s bounce rate.

Metrics such as the bounce rate are factored into your website’s overall SEP profile by Google. If one of your web pages have a higher than normal bounce rate, Google will think there’s something wrong with it, and will most likely stop ranking it high on its SERPs. The right content, however, can help you fight a high bounce rate.

For instance, let’s assume that your homepage has a very high bounce rate and you think the underlying problem is that consumers don’t know where to start learning about your services or products. To rectify this problem, you can add some content that introduces your business, add a few internal links, or even suggest where they could get started. This will reduce confusion, send them to other pages, and keep them on your website for longer. In this case, content allows you to solve three problems instead of just one!

As we discussed above, content that doesn’t solve the problems of your target audience, bores them, or doesn’t make its point quickly, will just drive visitors away. So, remember: while content length is certainly important, it’s also important not to waste your visitors’ time!

content length is certainly important

Unique Content Can Help You Climb SERP Rankings

There’s one more area where content marketing and SEO often overlap: they focus on finding content that has never been done before and try to rank high for it.

When you take a content-driven approach to SEO, you can concentrate not only on developing a beneficial content marketing strategy for SEO purposes but also on creating fresh and unique content that enhances your brand’s domain authority.

This focus on fresh content helps you not only engage users who are looking for your specific content topics, but also other creators.

This helps you a lot with the automatic generation of backlinks.

According to SEO, the greater your number of high-quality, high domain authority backlinks, the better.

Ask yourself: why would people want to link to your web pages?

Perhaps, because you are creating high-quality content that helps them make their points in their blogs, and therefore, they actually want to link back to your blog.

This helps them provide their audience with a high authority source in the niche that provides helpful information for the topic at hand.

So outstanding content in this way is positively correlated with garnering high-quality high domain authority backlinks to your website.

While you do have the option to have temporary collaborations in which sources link back to your website, the only way to have continued backlink success is to have solid, timeless content on your website.

This timeless content will be referred to by people regardless of when you post it or whom you have worked with for backlink creation because they will naturally want to link to it.

It can be argued that since SEO also has technical aspects to it, such as optimizing the robots.txt file, it is different from content marketing.

But the fact remains that all technical efforts are created to clear the path between Google’s robots and what?

Fresh, helpful content.

Therefore, content and SEO are very much interlinked. Like Yin and Yang, one without the other is simply ineffective.

The right people do not see a blocked pathway to good content.

And a clear path to null or awful content is ignored by the right people, if not everyone who views it.

As long as you keep creating fresh, never-seen-before content that’s relevant you your enterprise and industry, these unique pieces will keep on helping you in occupying the top ranks in SERPs, rank higher for a wider range of keywords, and reach a larger audience.

So if either your SEO or Content Marketing approach is suffering, it’s likely that the other is also suffering by proxy and as a result of the first suffering.

To fix this, it is key to take an audit of how your site is currently performing.

There are two audits necessary for this purpose.

The first would be an exhaustive technical audit, in which you see what is working effectively and what is not.

Are all your URLs working? Is there duplicate content somewhere? Are your Meta Tags and Meta Descriptions for each page all in order? Have you made sure that the pages you don’t want Google bots to index from your site, such as a registration page, have been marked as such in the source code? How are your page loading speeds performing? Is your website mobile and tablet friendly?

You get the picture.

The second type of audit you will need to run on your site is a content audit.

The surprising thing that many sites find is that a lot of their content, especially old and outdated content, is no longer being visited.

That’s essentially wasted space that’s being taken up on your website that you are expecting results from, but people visiting your actual site couldn’t care less about it.

The way to fix this problem is to whip out your metaphorical vacuum cleaner and clean out the pointless content taking up space on your website.

Remember that you are also putting SEO efforts into these old pieces which simply aren’t performing, so you’re wasting your precious SEO juice and resources.

Once you have accomplished this removal of outdated and irrelevant content, you are only left with solid, contemporary blogs that are not only applicable to the readers of the present day but also are performing well for your website.

To figure out if the content is performing, check whether the information is still applicable and whether you are generating sufficient leads from that page on your website.

Using a content audit in this way can help to streamline your efforts and cast a smaller net in order to catch your fish.

For the many reasons outlined in this blog post, your SEO and Content Marketing efforts need to be intertwined so that they can be mutually beneficial.

Therefore, if you are a business owner and have separate departments for Content Marketing and SEO, it is vital that they regularly communicate and come up with strategies together.

If you are a sole proprietor or blogger and doing it on your own, it is thus important that you prioritize both in order to optimize your rankings on Google’s SERP.

Actually, your primary objective when devising a content marketing strategy shouldn’t be SEO gains; instead, it should be exposing your brand to a wider audience, establishing it as a domain authority, and establishing trust with your audience.

An award-winning digital marketing and small business SEO firm, Search Berg specializes in providing effective blogging and publication services. If you’re looking for quality content marketing services, get in touch with our representatives today!

 

Content Comprehensiveness for SEO – Are You Content With Your Content?

Contents

What is Content Comprehensiveness?

A Complete Guide to Content Comprehensiveness

User Intent

In-Depth and Long-Form Content

Subtopics and Question Mining

Trends and YMYL

Content Comprehensives for SEO: How Should I Get Started?

 

By now, the phrase “content is king” has become a chant in SEO circles. It’s omnipresent, unavoidable, and when it really comes to it, no one knows what it means.

While everyone knows in the abstract that Google rewards high-quality web content and penalizes subpar content, what does that really entail?

How does the algorithm decide between gold and lumps of coal?

To parse all of this systematically, it’s time to talk about content comprehensiveness for SEO!

What is Content Comprehensiveness?

 

graphic design displaying an individual writing comprehensive web content

Now it’s unfortunate, but Google’s actually quite coy about what they mean by this term. We have a hunch that it has a lot to do with not revealing how their secret sauce algorithm works. Actually, let’s append an ‘s’ to the end of algorithm.

Hummingbird

The one that’s important to this article is Hummingbird. When it launched in 2013, it was hailed as groundbreaking in the way it leveraged machine learning. It allowed pages to rank even if they didn’t contain the exact keyword that people were searching for, focusing instead on the intent of the user.

It also penalized keyword stuffing and employed natural language processing capabilities to gain a rudimentary understanding of content quality.

In a nutshell, Google built Hummingbird from the ground up to ensure that all of a user’s needs were satisfied when they search for a keyword. This includes related keywords, how in-depth the content is, and how a site serves other content that users may want.

That being established, how do you go about making sure your content is as comprehensive as possible? We’re glad you asked!

A Complete Guide to Content Comprehensiveness

Did you see what we did with this title? Not only is it a nifty alliteration, but it’s also a great way to indicate to Google that this guide will give users everything they want.

If we went with “A Guide to Content Comprehensiveness,” it would not only sound generic (and remember, Google loathes generic content), it would also suggest that it’s just a basic guide, or that it doesn’t cover everything a user may need to know.

Remember, high-quality content, according to Google, covers more than just the one keyword a searcher types in.

User Intent

Let’s use an example to make sense of all this. Let’s say you’re an aspiring academic, looking to write a paper on Postcolonial Studies. Your professor told you that a professor who goes by the name of Edward Said is the who’s who of the field.

When you search his name on Google, a bunch of results show up; in fact, let’s take a look at what does crop up:

Edward Said

So, what kind of article did Google serve up?

The first two results are both overviews of who Edward Said is and what his work was on. This is because Google knows that a user who was already familiar with his work would search something more specific.

Don’t buy into almighty Google’s omniscience?

Here’s an example of another query we could have used:

Edward Said imperialism

The difference here is that we searched for a specific concept that the author has talked about. This indicates to Google that you’re more well versed with his work, and it provides us with both a link to his book and deep dives of him talking on YouTube.

This is what Google calls a user’s intent.

In-Depth and Long-Form Content

an individual working on long-form content on a laptop

Now, let’s see what kind of content the first page provides.

The first thing you’ll notice is that it’s a long article. That’s a great place to start. Don’t be afraid to churn out long-form content when it’s required.

If you cover all the bases in your blog or article, it’ll rank a lot higher.

blog or article

Whether you’re focusing on guest blogging or writing engaging product descriptions, incorporating SEO into your content marketing strategy will help your brand stand out from the crowd and climb SERPs.

Subtopics and Question Mining

One of the things the first result Google serves for “postcolonial studies edward said” does is that it covers a broad range of topics a user may want to learn about after learning about this author. It talks about people he was writing in reaction to (Rudyard Kipling, etc.) and other authors that talk about similar themes (Malcolm X, Frantz Fanon, etc.).

To Google, these are useful subtopics that not only make the page sound like an authority on the topic, but also give users a much broader spectrum to work with that will best serve their needs. These subtopics come from having a basic understanding of what questions a user might ask after reading a content piece.

So how are you supposed to predict what are useful subtopics and questions?

By using SEO keyword tools of course!

Two free ones that are very useful are Keywords Everywhere and Answer the Public. Both allow you query-specific keywords you want to be listed for, and provide you with related keywords, questions people who search for those keywords are asking for, as well as which ones you should prioritize based on search volume.

If there are too many keywords, you can even use them as ideas for future content, to make your website a true one-stop for customers. This greatly increases rankings as well.

Trends and YMYL

graphic design illustrating an individual producing high-quality and optimized web content on their laptop

What else do you need to keep in mind?

Well, there are also trends and YMYL content.

For example, if you’re looking to buy a 4K OLED TV, Google will hold articles that give advice regarding one to a much higher standard. This is because these types of articles actually influence people to spend money.

YMYL stands for “your money, your life,” and Google doesn’t want to serve pages which will cause a customer any kind of financial loss. A good way to get ranked for such pages is to quote actual experts, or get a guest post written by someone who’s an established name in the industry.

Now it’s a known fact that TV sales skyrocket during the holiday season. It’s important to write specific content that’s geared toward this trend.

For example, you could feature a post on “The Best 4K OLED TV Deals This Holiday Season.” This topic not only covers 4K OLED TVs, but also keeps the seasonality of buying trends in mind.

To go back to the title of the article, it’s comprehensive!

Content Comprehensives for SEO: How Should I Get Started?

As one of the leading content marketing agencies across the US, we’re equipped with the resources and expertise to help you kick things off the right way. If you’ve been struggling to create a winning content marketing strategy, we’ll take you under our wing and help your business hit the ground running.

Our SEO content writers have extensive experience in producing focused and comprehensive content that keeps readers engrossed while covering all the bases.

Our SEO content marketing mix includes high-quality and optimized:

Call 855-444-4777 to get started with content comprehensiveness! We’ll walk you through how content comprehensiveness can help SEO and create a winning strategy.