What are the benefits of content writing?
Without content, your website wouldn’t do its job at all; design can only get you so far. Here are just some of the benefits that well-planned, well-written content can have for your website, and therefore your business:
Improved rankings
When the time is taken to understand what terms your intended users are searching for, they can naturally be woven into page content to signal to search engines that you should appear to them. This then pushes you up the results pages for those terms, making you more likely to be one of the first sites, if not THE first site, that your user sees and clicks on.
Improved conversions
As much as SEO content is designed for search engines, equal weight needs to be given to how it serves the user. Any good SEO copywriter will seek to understand what questions the user wants answered before they commit to investing money, time, or handing over details like their email address.
The SEO content that they produce will then answer all of these questions whilst remaining true to the brand’s tone of voice, and demonstrating SEO best practice. An increase in conversions (that’s users doing what you want them to do, whether that be filling in a form or making an online purchase) should follow!
Answered search intent
This leads us nicely onto search intent – this is all about what a user wants to achieve by performing that search. Do they want to buy something? Learn something? It’s understanding how searches are phrased, too, ‘learning the lingo’ as it were, and conducting thorough research into all kinds of relevant words and phrases so that you can point users in the right direction.
Brand awareness
The more you pop up, the more you’ll stick in the minds of people who may one day need your products or services, even if they don’t right now – and that relies on quality content. Without this, you won’t get the high rankings, backlinks (more on those shortly), or recommendations that could otherwise get you noticed.
Increased authority
Talking about what you do gets you seen as an authority in your industry, particularly by publishing blogs and articles around relevant sub-topics; this in itself shows search engines that you’re a safe pair of hands to direct users to. Being authoritative gives your domain authority too, which is a score that’s kind of a big deal in the world of SEO.
Backlinks
When an external domain links back to content on your domain, it’s known as a backlink, and if the site that links to your is a reputable one, it makes Google sit up, listen, and give your content some credence. Earning these backlinks is best done through genuinely helpful content that’s worth directing users to, and there are a few ways in which you can get that content out there; this is what our content and link building team work on for our clients at 427.
Our approach to content writing
Our content team works with the vast majority of our clients, writing SEO content for their web pages, blogs, and backlinking efforts. Here’s what the process looks like:
Content plan
Our SEO experts will start by identifying the content opportunities for your site, and working with you to understand ways to fulfil them that will best serve your user as well as Google.
Content research
We’ll then begin digging deep into keyword research, search intent and competitor analysis, to further understand what the content needs to contain to have the chance to pip others to the top spots on the SERPs.
SEO content writing
Using the information that we’ve gleaned, we’ll write well-researched, pitch-perfect content that gets approved by you and edited if necessary to ensure it’s spot on before we publish it to your website.
Follow up checks and audits
We’re not ones to publish and run; we’ll be back to check on your content’s progress, not being afraid to revisit it for fine tuning if your business or the needs of your user change.
What do we create content for
Blogs
Blog writing produces articles that focus on specific elements of your business, supporting your reputation as a knowledgeable, authoritative and experienced industry professional.
Location pages
Want to show up to people looking for something specific in a certain area? Location pages are all about the places in which you operate.
Service pages
Singing the praises of your services, these pages explain everything about what you do, why you do it, and who you do it for.
Sector pages
If you know that you can help certain sectors, this is the place to appeal to them, addressing pain points that only they will recognise.
Case studies
Users want proof that you can do what you say you can, so case studies work really well to provide real life evidence of what you’re able to achieve. Our content writers can help with these!
Product descriptions
Your products might be good but they’ll be tricky to sell online without a description – we know how to put product descriptions together that get noticed by Google, too.
SEO Case Study
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