There was a time when Internet search engines were based on subjects and keywords. Back when the Internet was primarily a research tool, it made sense that users would approach it the way you might look for a book at a library – but keying in a few subjects or topics and finding information related to those inquiries.
But those days are long behind us. These days, people use the Internet as a combination of phone book, life coach, and everything in-between – and understanding what people are looking for when they land on your page is the key to creating engaging content.
What Drives People to a Page?
The most common searches made these days are questions. Most people aren’t searching for “car insurance.” They’re searching for “Who has the cheapest car insurance?” or “What’s the best insurance company?” or, even, “What do I do after a car accident?”
Those questions tell you a lot more about the person doing the search and what they’re looking for, and targeting that sort of inquiry can make a big difference in the effectiveness of your site.
Google’s algorithms have become increasingly sensitive to a searcher’s intent in order to deliver websites that best meet those needs. And smart copywriters are creating content that will appeal to the right audience to ensure the people who find your site are the people you actually want to be there.
Answering a Visitor’s Questions is Key to Driving Conversions
One half of SEO writing is writing for the search engines: using the right words and other on-page elements to tell the search engine what your site is about and ensure it comes up in search results.
The other half of SEO writing is understanding the needs of your audience so you can communicate with them – and answer their questions. When someone asks Google a question, they expect an answer, not a page on a somewhat-related topic.
Visitors searching for specific answers will bypass the pages that don’t answer their questions or provide the information they need – and if your site can actually give them what they’re looking for, they’ll stop to learn more. They’ll also realize that you’re a trustworthy and knowledgeable expert on the topic – and they’ll be much more likely to call you for more information, ask additional questions, or give you their business.
Knowing what questions people are asking – and how to best answer them in a way that will drive conversions – is one of the keys to writing great SEO-friendly web pages, and one of the things we focus on every day at SonicSEO.com.