SEO content writing doesn’t have to be difficult.
If you’re launching a new business website or if you’re looking to improve your current site you’ve probably read about SEO.
There are a lot of things that seem confusing and technical. When you get past all that stuff it really comes down to writing the type of content on your website that your target customer will find appealing and valuable.
I like to think of SEO as if you’re having a conversation with one of your customers in person. There are a few key elements that go into converting that person into a new customer:
Setting
The setting has to be appealing and welcoming. You don’t want to make a bad first impression and turn the customer away. You want them to feel comfortable and in a place where they can trust you.
Language
You have to use the language your customer uses. If you talk over their head you’re going to make them feel like they don’t belong. And if you talk below their level of understand you’re going to come across as incompetent. Focus on the questions your prospects typically ask. That gives you a good indication of the language you should use. You’ll also gain an understanding of this over time so always work on improving the conversation and your website content.
Goal
There has to be a goal for every conversation. It might not be to make the sale right away, but you should always get the customer moving in the direction toward a sale. It might be answering their questions and earning their trust to start. Maybe then you send more information or a case study. Then you can start getting into specifics about what you offer.
Getting this setting right in person can lead to sales. And it’s the same outlook you should have with your website.
Now that we’re in the right frame of mind, let’s outline the steps to for effective SEO content writing for your business website.
Step 1: Design Appropriate For Your Brand And Customer
Website design is not about having the flashiest, trendiest design. The wrong design, even if it is amazing, needs to be appropriate for your target audience. If you’re selling high-end fashion items then you probably need a design that is high-end. But if you’re selling something on the lower end then you need a design that doesn’t make it seem like you’re selling something expensive.
Dentist sites shouldn’t have dark colors and things that might appear dirty. They need a clean website that gives off the appropriate feeling when you first arrive on the site.
That’s just one example, but hopefully you get the idea. Fit your design to your customer. You want them to feel like they’re welcome and in the right place. It’s a lot like a store or even like the clothing you wear when you meet with them in person.
Design is very important for SEO. The search engines pay attention to how relevant websites and web pages are for customers. When your visitors come to your site and stay there it’s an indication that you’re giving them what they want including a welcoming design.
Step 2: Fast Website Experience Without Dead Ends And Frustrations
Speed can’t be overlooked when it comes to online marketing. People want their experience to be fast. And we have to account for all people using all different types of connections to browse websites.
This means having a host that is blazing fast. It means setting up your website with a designer and developer that can create a site setup for speed.
And for you it means not putting a lot of slow loading items on the site including too many images, videos and elements that need to call information from other sites like social media plugins.
Yes, those things are often necessary for a good experience, but you have to balance it with a good speed. In one study, 40% of people left a site if it didn’t load in 3 seconds.
How long does your site take?
Step 3: Outline The Language, Questions And Terms Your Customer Users
Now we get into the real SEO content writing for your website.
We talked about the language your customers uses in person. If they’re using it in person they’re using it online when they’re searching for information. It’s no different so don’t treat it differently.
If you have to, record a conversation you have with your next customer. Ask them for permission of course. Tell them you’re doing it to improve your sales process. Most people are open to the idea of helping you out and working with a company that is always looking to improve.
Write down the terms and keywords your customer mentions and that you mention in relation to your industry. Watch for questions. Questions are always good because you know if they’re asking you in person that there are more people asking them online.
To find even more keywords, you can use these tips like using Google Suggest to find more keywords to use on your website within your content.
Step 4: Put Your Sales Conversation On Your Website
Now it’s time to write. Basically what you’re doing is putting your in person sales conversation on your website. There is really no difference.
People come to your site seeking information just as they would if they came to in person looking for information. Your website is your online salesperson and they’re always working around the clock for you.
Your homepage should have the content you first use when you meeting someone. Let them know immediately what you do and what’s in it for them.
Introduce your brand. Then say what you do and what that provides for them.
From there you can move into the early questions your customers commonly ask. You don’t have to write out the questions. Instead, you can provide the answers in the content while referencing the common question.
By going through this process you’ll naturally use a lot of the language and keywords that your customers use. When your’e done, go back to your list of keywords that you found in the previous step and make sure you’ve addressed everything.
And don’t worry if the first version isn’t perfect.
Your website needs to be treated as a living entity, which is the final step.
Step 5: Setup Quarterly Website Reviews
Don’t think that your website is ever done. There is always room for improvement. You’ll always be learning about your customers and about your sales process. You’ll find ways to make it more efficient and you’ll learn things about your customer that you didn’t know before.
Each quarter, look at your website content. Go through it was if you were a brand new visitor. See if the content leads you through the sales process. See if all the common questions are being answered.
You’ll usually find areas where you can make tweaks. You can remove some content, change some content and add some content.
Do this every quarter and your SEO content writing will get better and better lead to more visits from search engines.
SEO content writing doesn’t have to be a difficult task. There are lots of articles out there about all kinds of keyword research and that stuff. You don’t need a ton of traffic to make your website work. Instead, focus on answering the common questions your exact target customer has when you speak with them in person. Put that positive offline experience on your website and you’ll put yourself in great position to get search traffic and sales.