Content-driven Growth (part 2): Writing to Convert

Last week, I explained how to conduct SEO keyword research .

This week, I want to show you how to apply keyword research when writing your website content.

Importantly, however, I'll avoid repeating the generic stuff you will have already heard countless times…

"Make sure to incorporate your target keywords into your on-page SEO elements: title tag, meta description, headings, and URL structure."

Yes, this is true.

But it’s also a rather basic and reductionist summary of the interplay between keyword research and content.

Instead, this newsletter will explore search intent in SEO content writing and its role in attracting and converting your target audience.

My focus will be on the user reading the content, not the search engine algorithm crawling it.

(Although, of course, these two things are inextricably connected as I will explain later).?

A Quick Guide to Search Intent

Search intent – also known as user intent – refers to the underlying purpose or motivation behind a user's search query on a search engine.

There are four main types of search intent:

• Informational: users seeking information, answers, or solutions to their queries.
• Commercial: users that are considering a purchase but may require more information before making a decision.
• Transactional: users intending to make a purchase or engage in a specific action.
• Navigational: users looking for a specific website or brand.

N.B. During keyword research, tools such as Semrush will handily categorise each query for you according to their search intent!

Any search engine query will generally fall into (at least) one of these four categories, all of which tell you something about where that user is in the buyer’s journey.?

As navigational is largely brand search, I will just focus on the first three:

Informational intent

? The awareness stage → upper funnel?

Commercial intent

? The consideration stage → mid funnel

Transactional intent

? The decision stage → lower funnel?

To drive as much revenue and brand growth as possible, your website should have content that captures potential customers at EACH stage of the buyer’s journey.

Each piece of content should then be dictated by the user’s search intent i.e. where they are in the buyer’s journey at that point in time...

Informational Intent

e.g. you want to target “how to improve running form”.

For informational searches, you need to identify the user’s pain points and provide comprehensive, valuable solutions.

So, it would make sense to target this keyword in the context of an in-depth guide or educational blog post that positions your brand as an industry expert.

Ask yourself: “What are the main pain points for runners who want to improve their running form?” e.g.

• Injuries: explain how poor running form contributes to injuries and the techniques that will reduce this.
• Poor performance: some readers may not be performing as well as they’d hope – explain tweaks to their running form that will help them get quicker.

Your content must pre-empt the underlying questions your target audience want (or didn’t even know they wanted) answered.

Elements such as infographics, graphs, and/or videos are also great to include.?

The main focus = educating the user and building a positive brand image.

Do NOT try to “sell” your products/services at this stage.

Upper funnel customers are not ready to be “sold” to and, in fact, it will have an adverse effect.

[This is because of a psychological phenomenon called “The Paradox Effect ” – feel free to check out my newsletter on this topic after this one!]

Instead, however, you can subtly direct them towards exploring your offerings.

To do so, leverage your audience’s pain points to encourage them to make a transaction.

E.g. add an internal link to “running shoes with new carbon plate technology” in the context of improving running form.

When a user clicks this link, they will be taken to the relevant product page.

Informational blogs are a great way to capture upper funnel traffic, some of which can then be chanelled onto key converting pages and accelerated through the buyer’s journey.

Commercial Intent?

e.g. you want to target “best running shoes 2023”.

For commercial intent, craft persuasive content showcasing your offerings' unique value proposition and addressing potential objections.

This could be in the form of case studies, product reviews, or comparison articles that build trust and influence their decision-making process.

During this stage, the potential customer has clearly defined their need and is actively researching potential solutions.?

So, how do you help them determine which solution best meets their requirements? e.g.

• Key specifications: cushioning, arch support, weight, and price.
• Special features and technologies: highlight any unique features that set certain running shoes apart from others e.g. breathable materials, eco-friendly, etc.
• Pros and cons: performance on different terrains,?shock absorption, lifespan.
• Expert Recommendations: insights and recommendations from experts in the field of running or fitness e.g. endorsements from renowned athletes.

Once again, the aim is two-fold:

1. Build a positive brand image: become an authority in your field.
2. Subtly influence users to explore your offerings: use internal links or CTA buttons to guide users to relevant converting pages.

Transactional Intent

e.g. you want to target “Adidas Adizero SL running shoes”.

Given that the user typically knows exactly what they want at this stage, transactional searches tend to be matched up with product pages, category pages, and/or service pages by search engine algorithms.

The user has completed their research, is ready to make a purchase, and now they are actively looking for the best place to buy it.

Just like content targeting commercial intent, your dedicated product page should succinctly describe your product’s unique specifications, features, and benefits

It must be problem-solving.

In addition, it should provide further information that will bolster confidence and encourage immediate action. e.g.

• User-generated reviews
• Sizing guide
• Transparent delivery & shipping options
• Clear refunds & returns policy

User experience is important at each stage, but it’s most crucial here.

You must ensure a frictionless experience with clear CTAs and product variation options, focusing on removing any obstacles to conversion.

Attract & Convert

Content that understands and serves the user = content that converts.

But this content also attracts.

Over the last few years, search engines have begun to place a huge amount of emphasis on user experience, with algorithms directly rewarding good UX in their rankings.

[If you’re interested in exploring this further, read my previous newsletter on the overlap between SEO and UX !]

So, the more you place the user at the centre of your writing process, the more potential customers you will both attract and convert.

Meet your audience where they are in their buyer's journey.

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If anything has caught your attention in this newsletter or you want further clarification, please feel free to share your thoughts in the comments or reach out to me directly on LinkedIn!

Or, you can book a 30-minute consultation with me here !