SEO at its very heart is all about content, especially written. You could also say that content also forms the foundation for social media marketing, email marketing, and pay-per-click advertising.
Each of these digital marketing disciplines requires a website to have content in order for each to be as effective as possible for attracting new customers, generating new leads, and increasing sales.
A lot of your SEO marketing efforts are going to focus on creating a stream of consistent, helpful, and useful content that your customers are going to find value from and therefore keep visiting your site month after month. Content writing in SEO aims to compile facts and information about the services and products you sell on your website and then providing persuasive, compelling reasons for someone to make a purchase from you.
In a lot of digital marketing agencies, they refer to content writing as copywriting and vice versa. In many ways, the distinction between content writing and copywriting has become so blurred that often, they are now used interchangeably.
In this post, we’re going to show you how to make the content on your website better and more SEO-friendly. You will also learn how and why content works so well for SEO and your options for finding a qualified digital marketing agency that could help you.
What is Content Writing and How Is It Different From Copywriting?
You can think of content writing as one smaller part of a broader field called content marketing. Within content marketing, there are the content writers who focus on producing blog posts, social media posts, and much more for your website.
There are some digital marketing agencies where the content and SEO departments are completely separate, meaning that there might be someone who focuses more on the SEO strategy and gives the content writer some keywords to create new content for a website.
At other places, SEO and content are created together by the same person who is responsible for handling on-page SEO, off-page SEO and link building efforts, keyword research, competitor analysis, and much more while also knowing how to create content based on what they found through the research.
In this role, the professional may also work directly in WordPress to also add meta descriptions to each page and even do some work to make sure all the interlinking on the site works properly.
In any case, the distinctions don’t matter as much as achieving the main objective with all this content and that is to help drive more leads to your website. Copywriting is essentially more focused on sales and promotion of your website through landing pages, press releases, sales letters, and emails. There is a clear focus on creating a desire within someone to make a purchase and then providing call-to-action statements and sprinkling them throughout.
Essentially both content writing and copywriting are used to achieve similar objectives, although some types of content may focus less on sales and more on being as informative as possible and educating the site visitor. We strongly recommend that you combine both content writing and copywriting together when you’re developing new content for your website.
You need to remember that most content on the internet goes unread or unseen, so it’s critical that you’re creating valuable content which will be read and shared by those who read it. Mediocre content won’t work and you need someone who will go the extra mile to provide exceptional quality and effort into what they do. In the next section, we will show you some winning strategies you can apply to make your content sell.
How to Make Your SEO Website Content Sell and Convert New Customers
Before writing anything, you have to have done your research on the industry you are writing content for. Spend some time looking at competitors and seeing what kind of content they have.
Make sure you’ve also done some keyword research to determine what people are actively searching for on Google. We’ve covered keyword research in depth before, so we’re going to focus mostly on creating the content itself.
When you have a good idea of what you want to write about, you should first create an outline with all the important points you want to talk about. You can be much more efficient and spend less time staring at your computer drawing a blank when you’ve taken the time to organize some quick thoughts you might have. Also jot down some ideas on paper so you can look at them at a later point if you have other ideas you want to create content for.
Now you can begin writing your content. Using the outline you’ve created, go ahead and create your draft hitting on all your main points. As you’re writing, always think about the problem you’re trying to solve for your customer. Cover every pain point they have and approach the content from that angle.
There are many different ways to do this, but one of the winning strategies we use that has worked consistently for our clients has been applying the AIDCA method. AIDCA stands for Attention, Interest, Desire, and Action.
The objective with this style of content writing is to grab the attention of the reader by identifying with the problems they’re having. There is more time spent on creating headlines that succinctly summarize each section and create a sense of curiosity in the reader. The content supports each headline and gives the reader more reasons why they need your product or service while providing useful information at the same time.
This is a formula you can replicate over and over again and see the results come in month after month provided that the content has already been optimized for SEO. Make sure you’re following our SEO checklist as you’re developing new content and posting it on your website.
Other Tools We Suggest Using
You now have the ability to be able to analyze the current content on your website and see what needs improvement. To help you do that, there are some tools we recommend that you try out so you can quickly identify the problems and make the necessary changes.
It’s not enough to be able to generate content. It also has to be grammatically correct and free from typos so that Google will rank your website higher. Grammarly takes the fuss out of proofreading and catches many common mistakes people make when they’re writing content.
Use this tool on a regular basis, and you will find your own writing improve with each passing day. You can also install Grammarly for Microsoft Outlook and there’s even a Google Chrome extension too you can use.
One of the benefits of having a WordPress site is you can install a handy plugin called Yoast SEO on your website. This tool makes it so much easier to ensure that your content is readable for the average user. You’re not just writing for the search engines and this is a mistake many SEO copywriting professionals make. They forget that they’re writing for people too and completely miss the point. This tool will even tell you if your images need alt text and help you avoid having too many stop words like “the” which could decrease your keyword density in your website content.
Are you having a hard time coming up with topics to write about? One often overlooked tool is a website called Quora. You can go there and type in questions that people have and see if there’s a topic that hasn’t been answered as well. From there, you can make a blog post addressing the question and reply to that person with some helpful information.
At the end of your reply, include a link back to your post and only include some excerpts so the audience will click on your link and read more. This is a subtle, yet ingenious way to promote your business through content without being too aggressive and offering valuable insights for free.
Don’t Have Time to Write Content Yourself?
Content is one of the most important aspects you need to have on your website, but a lot of business owners don’t have the time to write content themselves.
Save yourself hours of time, energy, and work and instead call local Atlanta content marketing experts at Viridian Geeks at (470) 440-3434 or email [email protected] to request more information. We provide winning SEO and content marketing strategies for businesses seeking to generate more traffic, leads, and sales.