1. Compelling sales copy

First and foremost, your home page should be written with exceptional sales copy. This means having compelling titles and headers with short and punchy language that effortlessly communicates your value proposition and unique selling point. The best home page sales copy should address the common pain points for your prospective customers and offer solutions – thus encouraging them to explore your products and / or services further. Then of course, your service and product pages should be written with expert precision. It’s not just about the content itself, but the layout as well. Implement bullet points for critical features and ensure that any elements such as “add to basket” are bold and prominent.

2. Testimonials

Having testimonials and customer reviews on your home page is not necessarily an essentiality, but it certainly helps. When page visitors see genuine reviews from other people who have worked with you, it builds authority and trust. This can be the difference between a visitor converting into a customer or exiting you website to check out one of your competitors

3. Visual content

The majority of consumers are visual learners which is why it makes perfect sense to incorporate visual elements to your website. You don’t want to go overboard and plaster nothing but images over your website (as they take forever to load – which is a conversion killer), however, several well-placed and optimized images can work wonders. This is particularly handy for infographics and customer journeys. When a visitor can visualise your products and / or services with clarity, it might just be the encouragement they need to proceed.

4. FAQ’s

When it comes to adding content to your website, don’t underestimate the value of addressing frequently asked questions. Not only is this an effective way of bringing more traffic to your website, but it can help take the strain off your customer service team as well. The fact is, if you provide as much information as possible regarding your products and services, in many cases your page visitors will find all of the info they need without having to pick up the phone or send an email. This in turn can be very helpful for improving your conversion rate.

5. Video content

Video content isn’t a must-have, but the statistics don’t lie; websites with high-quality video content experience much higher conversions. Most people enjoy watching video content online and when it clearly explains the various products and services we are thinking about buying, it makes us far more obliged to proceed.

6. Blog content

A blog is optional but when it comes to SEO, it is practically essential. It’s the perfect opportunity for you to address some of the most commonly discussed topics in your industry, cover areas that tend not to have much information available online, and simply demonstrate your authority in your industry by sharing your extensive knowledge. Not only can a blog help you to connect with and entertain your ideal audience, but when optimized well it can positively influence your websites ranking in search engines like Google.

7. Content assets

Content assets can make great lead magnets. For example, many websites offer free eBooks on their website with the latest hints and tips.

For example, a New York City SEO company might offer a free eBook with the hottest digital marketing trends for 2023. In return, people who want the free information will give their email address and sign up to a weekly newsletter. Following that, using email marketing they can nurture their email list in order to bring new clients on board, inspire brand loyalty with existing clients, and even upsell.

The post 7 Types Of Content Every Website Needs To Succeed appeared first on Tech Today Info.

Throw in the added challenge of optimising that content for search engines, and it’s likely the subject expert would quickly be scrambling for support from a skilled SEO copywriter.

Optimising copy for SEO requires specific skills that both allow for the content to appear authentic and “natural” whilst also including the relevant keywords that are most likely to increase organic traffic if and when that post ranks for those target keywords.

This is not as easy as it sounds. Trying to write naturally whilst also trying to include a set of keywords and phrases is challenging. 

Copywriters tackle this in a couple of different ways. Some will have an idea of the keywords they want to include and try and fit these in as they write.

Others will write the piece with an overall topic in mind and retrospectively review and edit the post, adding the keywords and phrases that they feel are most relevant from an SEO perspective.

The best method probably lies somewhere between the two.

It’s important to know which keywords you are targeting before you start your piece as this will help you to plan and structure that piece of content to ensure you can write a free-flowing piece that naturally includes those keywords.

Trying to “stuff” those keywords into the piece retrospectively suggests that the piece would not naturally have included them (otherwise they would already be in the piece!) and therefore, your piece will appear unnatural and will not flow for the reader.

On the flip side, those that obsess over the keywords they “need’ to include in the piece can often change their writing style in order to fit in those keywords, even when it is not something they would usually write.

Finding the balance is crucial when it comes to writing optimised content for SEO purposes that also ticks all the boxes for your audience. 

Here are a few tips to help you to write better-optimised copy.

Plan the structure of your content

One of the best ways to ensure you optimise your copy for the keywords and phrases you are targeting is to plan the outline and structure of your piece before you start writing.

This will typically involve planning out the sections of your piece, using the target keywords as subheadings throughout the content. 

You might also include an FAQ section at the end of the piece that covers all the “People Also Ask” questions you find in the Google Search Results (SERPs) for the keywords you are targeting.

This will not only provide you with a structure that naturally allows you to include those target keywords, but it will also help you to include those all-important keywords and phrases in the headings on the page – a clear signal to Google about the content on the page.

Don’t try and write about everything at once

We’ve all read an article that has clearly been written for SEO purposes. It’s usually one that has the same keyword or phrases repeated over and over again throughout the content. As a user, it just becomes annoying to keep reading the same phrase repeatedly. This is sometimes referred to as “keyword stuffing”.

Instead, ensure you are focussing on the keywords that are most relevant to your audience. 

Your content doesn’t have to try and include every single keyword relating to a topic. Whilst we have moved on from the days where we would target a single keyword on a single webpage, ending up with hundreds, if not thousands of web pages, we don’t have to try and cram every keyword into one content piece.

Instead, focus on two or three primary keywords relating to a topic and you will typically find that as you write about those keywords, you naturally start to include topically relevant keywords in your copy.

You will find your writing becomes not only more focused but much crisper and more natural.

Break up your copy

We’ve already touched on the value of headings to help you to structure your content piece and target your primary keywords, however, they also provide the benefit of breaking up huge walls of copy.

These can be daunting and difficult to read, especially on mobile devices.

Headings are one way to break up the copy and make it easier to digest, as well as letting people scan the copy and discover the key sections they are most interested in.

Images, graphics, videos, and other visual content is another great way to break up your copy and really help to keep your reader engaged.

Include images that are relatable to your audience and you will quickly find that people spend more time reading your content as well as converting if you have strong calls to action on the page.

Use subject experts

We talked at the start of the post about how subject experts can struggle to write optimised copy, however, this doesn’t mean you shouldn’t use them.

Instead, you can help them by providing a clear structure for their piece, or by getting their input first and working that into your own copy.

Subject experts are what add the “E’ in E-A-T – Google’s push to improve the overall quality of content on the web. E-A-T stands for Expertise, Authority, and Trust, and using subject experts ticks all three boxes.

Leading sports betting site, Betway Sports, has taken this approach, using subject experts to contribute betting insights, interviews with professional athletes, and outstanding video production. This helps them to add E-A-T to the content they publish which in turn helps with their optimisation, ticking all the right boxes when it comes to improved rankings.

Summary

Writing optimised content doesn’t need to be hard. Stick to these four tips and watch your copy improve, both for the reader and for Google.

The post How to optimise your copy for SEO appeared first on Tech Today Info.

As things go more ‘online’ the competition among hoteliers and other key hospitality agents is bound to grow. 

However, if you adopt the right SEO strategy, you can stay afloat even during the hardest of times. In this post, we look at why SEO is super essential for driving hotel conversions and traffic.

It Helps to Outrank Competitors

The hospitality industry was already a competitive one. Coronavirus took that thing to a whole different level. However, this is not the first time that tourism industry faced adversity. The rise of home-sharing services and AirBnB also came up with a similar threat in the past. 

But, hotels rebounded, ultimately. The current pandemic scenario is a similar one as almost everyone is hesitant to travel. But, they will – once again. And, when they do – they will have to sift through multiple options and hotels will once again be fighting with each other.

The only way to get ready for that future pent-up demand is via digital marketing and SEO. Optimization is the only way to beat your competitors. 

While you’re waiting for the situations to improve, you can get to work on your SEO strategies so that when everyone is ready to travel again you have your search rankings to capture customers and increase bookings. 

Improves Mobile Conversions

How well a hotel booking site loads on mobile is super crucial. In short, mobile readiness is no longer an option. And, while most hoteliers and hotel experts would claim that they understand the importance of hotel SEO – not many of them know how to leverage the power of mobile friendliness to drive conversions.

The thing is – Google follows the mobile-first indexing. What does it mean? It means the search engine giant looks at how the site loads on mobile-first and desktop later. It gives major importance to mobile friendliness before distributing rankings in search results. 

But, for a hotel to drive bookings, you need to go beyond just ensuring mobile friendliness. You should also use mobile for driving conversions and bookings. Make sure that your mobile site allows bookings as well. 

According to a survey, mobile bookings are responsible for over 39% of the total business brought by the OTAs. Not just that, over 70% of the last-minute bookings come from mobile devices. The mobile comes with a ton of opportunities for hoteliers to boost conversions. There’s nothing quite like SEO to leverage that power and make it happen in real-time.

Helps Secure Links From Other Sites

Before distributing rankings, Google looks at how many quality links a website attracts against any search term. The more high-quality links a site has pointing towards it, the better it is for the rankings. A site with thousands of links pointing to it has a higher likelihood of securing better rankings in search engines.

If a site with more links points at it means that it’s a trustworthy one. Google thinks that the site has quality content to offer that’s why so many other sites are pointing to it. Accordingly, it will give you a higher spot in SERPs.

Because of this, many sites engage in a practice called link building. It involves acquiring links from other websites. It can be done in a variety of ways such as –

• Guest posting on other blogs
• Creating high-quality/viral content that attracts links naturally
• Asking for links

For hotels – link building can be a little tricky. What they can do instead is contact sites that publish press releases and ask to publish something newsworthy such as an announcement or something.

Improved Search Rankings

The first and foremost thing SEO aims to do is make sure you rank for all the relevant search phrases and keywords linked to your hotel/resort. It’s simple – the higher you appear in search results, the more people can find you. More people can find you, more sales and conversions you can derive.

In the absence of a thoughtful SEO strategy, none of that would be possible. Ideally, you would want to have your phone number and all the contact details as easily visible among the top search results as possible. 

If you can get search engine optimization to bring you more traffic, there’s nothing quite like it to ultimately lead to better conversions and higher revenue.

Brings Your More Qualified Traffic

SEO makes sure that you don’t just get traffic; you get a lot of relevant traffic. For example, let’s say a potential customer is looking for a resort in a certain location. 

With the right optimization effort, your site should attract people who are looking for resorts within their price range and preferred location. It should not attract traffic that’s looking for a mid-range hotel in the suburbs.

When you attract relevant traffic, their chances of contacting you and finalizing a booking are much higher than otherwise.

Bottom Line

As you can tell – SEO is no longer an option for the hotel industry. There are a ton of ways in which search engine optimization can boost their conversion exponentially.

The post Why SEO is key to driving hotel website conversions? appeared first on Tech Today Info.