Understanding search intent is the first step in creating high-converting content. We’ve already discussed the types of search intent and how to use SERPs to find search intent. Now it’s time to apply that knowledge to the writing itself. Here are some tips for writing web content that fulfills search intent.
Generate a Compelling Title Focused on the Primary Search Intent
Create multiple titles for every piece you write, including blog posts and webpages. Think about the primary search intent for the topic at hand. Phrase the title so the search intent is the main focus, putting the keyword or phrase as close to the front as possible. You may use your alternative title ideas for social posts or subheadings in the content, if fitting.
Put the Most Important Information at the Top
Studies show that the human brain needs less than half a second to engage with advertising on a mobile device. That’s how long a reader will spend scanning your content for the response to their search intent. If the content does not satisfy their needs, they’ll move on to content that does. Use the ‘inverted pyramid’ writing style to put the most information at the top of the page, followed by supporting points.
Create Scannable Content Using Subheadings, Bullet Lists and Multimedia
Scannability is crucial as mobile device usage continues to increase. Mobile devices now account for 53.3% of web traffic worldwide, compared to 16.4% in 2013. There’s a 50/50 chance that the person reading your content is using a phone or tablet. A reader should be able to quickly scroll through the content and learn the base principals within.
Use short, descriptive subheading to break your content into chunks. Incorporate bullet lists to highlight key information, and add multimedia to draw the eye down the page. Remember the search intent as you organize your writing.
Use Concise Summaries under Each Subheading (Eliminate Fluff)
Many readers will quickly scan the subheadings, but some will consume the entire content. Think of each section as its own miniature article within a larger piece. The subheading then becomes the heading, and the section has information to support it. Eliminate unnecessary words and sentences to maintain scannability.
Enhance with Appropriate Links
Use interlinking and outbound-linking if it is appropriate in the content. Support statements with links to supplemental sources, and direct users to products/services that align with the text. If the link does not naturally fit within the context, substitute a different link or omit it altogether.
Make the Intro and Conclusion Short and Sweet
The truth is that most readers will not look at the intro or conclusion for your content. In fact, you may have bypassed the intro entirely when you opened this blog post. Your intro should quickly state the purpose of the piece, including your target keywords and a description that fits the search intent. The conclusion can reiterate key points and lead into the call to action.
Include a Relevant Call to Action
Ideally, each piece of content should have a call to action (CTA) at the bottom, guiding users to a product, service, or additional resource within the website. The goal is to continue engaging readers, establish brand authority, and increase visit times to your website. A call to action is not appropriate for all content though. If a CTA seems forced or out of place, consider pointing readers to a different funnel on your site instead.
Continue to Part 3 to learn the finishing touches for fulfilling search intent.
