4 Content Techniques That Will Improve SEO & Sales

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On the back of Panda, Penguin and any other updates Google has stored in the Zoo, writing SEO content has become more and more about delivering a better user experience.

Gone are the days of keyword laden text that reads poorly and lacks substance. It has been laid to rest and will never return. We’re not mourning.

With ‘quality content’ the buzzwords on everyone’s lips, identifying areas in which you can deliver a better user experience whilst adhering to key SEO techniques is the overall goal.

Below are four aspects of on-page content that enable you to naturally combine interesting, marketable content with SEO copywriting techniques, resulting in a page that is not only likely to rank higher, but turn more visitors into customers.

Before We Begin – The Nitty Gritty

Users aren’t going to read all of your content.

They won’t.

As an SEO writer it’s something you’re just going to have to deal with. OK? Have you recovered? Good.

The less content there is, the more users will read. Pretty simple but not advantageous if you’re trying to get across a number of key selling points to new customers. Striking a balance between word count and design/usability should be the focus.

When writing, remember that readers are only going to consume a short amount of information, so make the most of the advantages you have!

1). Do Your Best Work Above the Fold

The stuff you see when you first land on the page is what’s most important. Searchers are fickle beasts – they’ll click onto another page quicker than you can say “G’day”, making it vital to get your key messages across quickly and efficiently.

Headings, bullet points and call to actions (aka the 3 other points we’re going to touch on!) should all feature above the fold to ensure greater conversions.

The reality is that once you factor in header images, menu options, navigation links and alike, there may only be a small section for you to ply your content writing skills – use it wisely!

2). Keywords + USP = Conversion Heading

Forget E=MC2. The above equation is gold when you are looking to increase sales through enticing content. Every company has Unique Selling Points and benefits that differentiate them from the competition. If you don’t then odds are you’ll be out of business soon.

Balancing points of difference and benefits with focus keywords is the key to capturing your reader’s attention via headings. As a general rule, include your major selling point in your h1, second major selling point in your first h2 and so on.

Conversion headings capture the attention of readers – if you can get them to browse a couple more sentences or look at a bullet point as a result of reading your heading, it is doing its job.

Ensuring main keywords feature in your headings also creates a parallel between the search results and your website. If someone searches for ‘SEO Company’ and that same term appears in your h1, you’ve created a link that will register in the searchers mind and keep them on site.

3). Bullet Points – Your Friend for Advantages and Internal Links

Like headings, bullet points offer dual incentives for your SEO and conversion metrics. They break up the page and stand out from the rest of the text, which means they’ve got a better chance of being read.

After all, pretty dot points are easier to read than chunky text.

Conversely, filling your page with bullet point lists will dilute their impact on readers – so be careful!

Listing services and benefits within your bullet points ensures that they are easily consumed by the reader. Better yet, the information in your lists can be prominently linked to relevant internal pages, gaining you big ticks for usability from both users and search engines.

4). Call the Reader to Action and Complete the Sale/Enquiry/Download….

Remind the reader why they are there! Call-to-actions should feature more than once on a page, but shouldn’t deliver mixed messages. Keep all of them uniform with the overall goal of the page – whether it’s to buy, enquire, download or sign up.

Call-to-actions also enable you to give your main keywords another natural mention, reinforcing the buzz words that have appeared throughout your content to well and truly close the deal!

As a rule, have at least one call-to-action in your content above the fold.

Balance SEO and Sales Copy to Turn More Visitors into Customers!

It’s all well and good to get great rankings and traffic, but without proper conversion practices in place, it’s a fruitless process. Strike a balance in your content between SEO and conversions using headings, bullet points, call to actions and the area above the fold, and you’ll be closer to online domination (in an ideal world!).

Are you achieving a balance between SEO and sales copy?

  1. Do you have headings, bullet points and call to actions above the fold?
  2. Do your headings contain a good balance of unique selling points and keywords?
  3. Do you feature bullet points containing key services and benefits, and do they link to relevant internal pages?
  4. Do you have numerous, keyword savvy call-to-actions that direct visitors to the same end goal?

About the Author: Dylan Thomas is the Marketing Communications Team Leader at roi.com.au – one of Australia’s largest digital marketing companies. He has experience writing SEO content for a wide range of industries, carefully balancing optimisation with conversion to deliver the best possible results. In his spare time Dylan enjoys surfing, snowboarding and watching his beloved Melbourne Demons.

Dylan Thomas
Dylan Thomas is a digital marketing professional from Melbourne, Australia. His background is in content and he has experience in running website and social marketing... Read Full Bio
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  • Greg

    Even having done this for a while I still like reading about the simple things that need to be done on every site. perfect practice makes perfect thanks for reaffirming the key concepts

  • Ryan Cunningham

    Having been in the SEO and marketing world for 10 years, I have to say that I am glad that we have reached a point where content is king, it does even out the playing field and also for all of us whom have worked with companies for a long time in the freelance arena, also my clients have also seen more fruit from a slow building steady approach. I say bring on Panda Penguin and whatever else Google are bringing to show and tell next week LOL.

    • Dylan Thomas

      Agreed Ryan.

      It was extremelly frustrating trying to craft keyword laden content that was only on the borederline of readability,

      At the end of the day, this approach is just common sense!!

  • Jack Binder

    Dylan, Thank you for the solid information and good tips by example. Best, Jack

  • Eastern Eye

    I am very happy to believe that we are reached the point where content is a king in SEO. Everyone have to do some basic and simple thing in SEO for their website and give more attention for unique content, because unique content makes their sites better and more searchable with priority of some specific keyword that they are using some particular keyword in their content for their website. i liked this article.

    • Dylan Thomas

      Content is King – one of my favourite phrases! Thanks for the support!

      • Eastern Eye

        Your Welcome! Keep doing great stuff and sharing such a best article like this.

  • Rapid Queue

    While it seems like everyone is out there saying, “The sky is falling,” it’s good to know that SEOs focused on creating good content and formulating long-term plans for ranking strategies need not worry. To make it in this game, the three letters on which you need to focus most are of course ROI. SEO is just one part of the equation. Thanks for the post!

    • Dylan Thomas

      Thanks for the comment. Short-term wins should always take a backseat to long-term stability!

  • asiantamil

    thanks but bit difficult to understand. some example would be good

  • Brad Jenkins

    Thank you for the article. Would you define what you mean by above the fold? I am relatively new to SEO so I do not understand the terminology of the fold and where it is, say in wordpress.

    Thank you

    • Dylan Thomas

      Thanks for the support everyone.

      Brad – above the fold refers to the information you see when you first land on a page. Scrolling down takes you ‘below the fold’. Because we can’t assume that everyone will scroll down to find more information, using this area to full advantage is key.

  • s

    I wish you had put an example of good and bad prcatices for each point.
    Great post though. Keep it up.

    • Dylan Thomas

      Thanks for the feedback – will keep it in mind for the future!

  • Sanat Singha @ Web Sigmas

    One thing I would like to highlight as well is the usability of a content. Readers don’t bother which brand comes above the fold and which ones go below the fold…. they are in search for quick solutions….the first-hand information written in simple language and are ready-to-act. Time and accessibility play a major role here.

    If an article complies with reader’s interest first and then crawler’s interest, chances are higher it will automatically move to top SERPs.Solutions, suggestions and DIY related contents get high popularity among visitors.

    • Dylan Thomas

      Spot on Sanat.

      That was what I was aiming to get across in the article. All these techniques (bullet points, CTA’s and headings) increase usability, ensuring they get lots of love from everyone!

      Your point on solutions, suggestions and DIY related content are ideal for blog posts.

  • matt

    It’s important to find the right mixture of sales and seo text. You want to rank well but you also want to be able to sell your products.

    • Dylan Thomas

      Finding that mix is key. Headings are a great example of this – they are vital for SEO, but also act as your main attention grabbers!

      Selling is always more important IMO. No good having 1,000 visitors a day if people are clicking away after 5 seconds due to lack of sales information!

  • Jesse Fernandez

    Thanks Dylan for such an informative article. What would make it even better would be an actual diagram showing how these points look on “paper.” Visuals, along with good content, are a big plus in my opinion. Very often a good visual is enough to draw a reader in.

  • Matt

    I focus on the content improvement – and I think that the keywords are the keys to right managing that thing.
    Content will improve your sales if it brings you traffic – and the keywords are the adhesive points to catch the new customer. Also tracking positions by keywords and the competitors comparison are the processes which could improve the sales. This comparisons should be conducted by the same keyword or keyword phrase.
    I use Colibri Tool to the competition keyword analysis – I found their competition monitor most useful.