SEO budget allocation that does not result in conversion is an absolute waste. Nevertheless, the whole process went perfectly: the most suitable words were chosen, the search engine got a high position, the site attracted more visitors, and there were more clicks. Though if these visitors are not transformed into customers, subscribers, or leads, it is just like you had a party with everyone coming but no sales.

The real magic occurs when SEO planning is blended with the psychology of conversion. We will take a look at content creation that will be loved by both Google and your profit margin.

Understanding Search Intent Changes Everything

To begin with, even before starting to write the post, consider what the actual reason is for a user to input that specific keyword on Google. Are they just looking for some information, wanting to compare different solutions, or ready to buy right away? A user making the query “what is email marketing” is most likely searching for a definition, while “best email marketing software for small business” certainly indicates a buying intent.

So your content has to be in line with this intent. If the query is informational, your piece of content should be a thorough guide and a detailed explanation. If the query is commercial, the content should be comparisons, reviews, and include direct methods of contact or purchase. By misunderstanding the intent, the traffic you get will never be able to convert into customers either way.

Write for Humans First, Algorithms Second

The algorithms behind Google have changed dramatically in the last few years. One of the most important changes that have come along with the updates is the fact that now Google ranks primarily those pages that have genuine useful content rather than pages whose content is highly stuffed with keywords and makes little sense and sounds a bit like it is written by a computer. Change of policy like this is indeed a good news for the authors who are ready to communicate their thoughts in a free manner.

The text should be smooth and coherent even though your main keywords need to be in it. If you are manipulating the text to meet the exact-match keyword requirement, then you are on the wrong track. A more casual way of writing not only makes it more enjoyable for the reader but also wins over Google.

Structure Content for Scanners and Readers

You can’t expect internet users to read your content the same way they read novels. One of their most common habits is to scan looking for some definite information that they require. Help them by using clear titles, very short paragraphs, and bullet points if it fits properly.

Apart from introductions, each individual section should offer its own content value. There is a chance that the readers will disregard your introduction and straightaway jump to the part of the article that answers their question. In case the answer given in that section efficiently meets their needs, then you’ve just won the trust and the conversion of your visitors.

Build Trust Through Expertise

Turning your readers into customers is far from being trivial and requires a lot of elements done right. One of the most important elements is trust. There are actually different kinds of trust, but we are primarily concerned with trust that occurs as a result of one party showing deep knowledge in a particular area. So, within your content, you should specify exactly your areas of expertise by giving real examples, referring to case studies and figures that support your knowledge of the topic. Some vague statements done in a way to please the search engine might do the trick and get you some ranking, but please, don’t expect that users will be easily convinced by them to give you their email or to buy something from you.

When it is appropriate, whether it be for acknowledging opposing views or admitting limitations, do not hesitate to be open. Ironically, this directness issue will make your argument stronger rather than weaker.

Strategic Calls-to-Action That Feel Natural

Just like any other marketing tool, content has to have a certain goal or at least a direction to lead to. But being hounding sales pitches that are too much for the audience lead to just the opposite effect. Thus, the best strategy is to offer a chain of options that feel so normal to the reader’s mind that he or she can actually follow it. When you present a problem, for instance, you should be mentioning your solution as the only rational way to solve it. And after a detailed guide, offer a free resource like a checklist or template that the reader can use to follow the steps.

The main thing is that your CTA should be in harmony with the preceding text and not simply dumped there because you were told to put them in. CTAs in the middle of the content may be more effective as they come when the reader is already engaged.

Optimize for Featured Snippets and Quick Answers

In addition to the fact that a larger audience is allowed to read your content, being included in snippets proves that your content is more credible and has a greater authority. So, you need to cut your content into very small pieces that give clear and direct answers to the most frequently asked questions in 40-60 words. Use numbered lists to clarify processes and tables to summarize comparisons.

Pretending to be the definite solution to the customers’ question will, of course, be the quickest way to increase click rates and, at the same time, to raise your authority.