Excellent SEO writing requires a great deal of work, research, and attention to detail. When you add the end goal of marketing for lead generation to the mix, it becomes a delicate balance of compelling content, proper grammar, clever keyword use, and persuasive style.
Outstanding SEO writing for lead generation is highly valuable to your clients, as well as to your own freelance business. Follow these 10 SEO writing tips and watch as your marketing content becomes more effective:
- Know What You’re Selling
Whether it is an informational product or the latest, greatest high-tech gadget, you will not produce very
compelling content if you do not know anything about the product. Take the time to get to know the product by researching, reading customer reviews, and asking the manufacturer questions whenever possible. In short, become an expert before you ever touch the keyboard.
- Know Your Market
You would not try to sell a tractor to a New York business executive. It does not matter how persuasive your SEO writing is; the executive would neither be interested in nor have a need for such an item. When you are using SEO writing techniques to generate leads, it is important to focus on targeting qualified leads. These are people who would be interested in the product and have a need for it.
- Know How to Relate
Once you have established who your targeted market is, you need to understand how to relate to them on their own level. If you are targeting average income households, do not use jargon that high-paid professionals use. You want to bond with your audience with your writing, not alienate them.
- Know Your Approach
You must remember that you are not actually trying to sell the product at this point; you simply want to entice the reader to take further action. This action may be filling out a contact form, signing up for a free report, or clicking on a link.
This is where many writers encounter trouble with their lead generation content. You need to provide enough information that the reader is intrigued to take action, but not so much that there is nothing left to learn. Be careful not to browbeat the reader; you could risk deterring them from investigating the product further. This is where that delicate balance is so crucial. Practice is key.
- Empathize with Your Readers
As you are crafting your content, it is prudent to consider the questions and concerns your targeted audience might have. Ask yourself what you would want to know if you were considering this product, and then answer those questions in the appropriate tone. Provide as much detail as possible without giving away the big picture.
- Write for Your Readers First
Before you go crazy with SEO practices, be mindful of the fact that search engines are not actually reading your content: your audience is. Keep thoughts organized, cohesive, comprehensive, and relevant. Avoid overwhelming your readers with long sentences and paragraphs. Break up the text with lists and strong subheadings so that it is easier to digest.
- Pass on Passive Voice
Passive voice is poor grammar; it is also confusing to readers. You want your audience to take action. It is very difficult to motivate action with passive writing. Always use active voice when generating leads.
- Hook Your Readers
If you are going to turn casual browsers into valuable leads, you have got to sell them on the idea that your product is unique, valuable, and highly beneficial for them. Provide examples of how the product is innovative. Give charts and statistics when available. Include testimonials from other customers. Make it irresistible to your readers.
- The Power of Psychology
One tried and true marketing technique is creating a sense of urgency in your readers. Simply adding language such as “for a limited time only” triggers an instant reaction in the mind that compels your reader to take action. Use it.
10. Adding the SEO: Now it is time to add your SEO to your writing. Go through your content and find places that you can work in your keywords naturally. If you have to restructure a sentence or two to make it work, then do so. Add meta tags and descriptions and promote your content.
Excellent SEO writing for lead generation is writing that focuses on your targeted audience first. Only after you have created this compelling content should you incorporate your SEO power. The result will be high quality content that is motivating, captivating, and high ranking.
