Content Helps You Sell

byGlenPalo

3.9K followers

6 years ago

Content helps you sell.

Or does it?

We are taught to empahsize relevant keywords on every page and post we create. Relevant keywords are ones focused on our target audience.

One of my recent blog posts discussed choosing keywords that focused on intent.

https://my.wealthyaffiliate.com/glenpalo/blog/new-keyword-ha...

But we have two masters.

The first one is the search engine (Google for example).

We use keywords and write long form articles and pages because that is what the search engines like. We don't get high Google SERP rankings without writing long informational articles and posts.

Content that increases traffic must rank well.

The second master, increasing sales volume, seems to be the opposite of the first.

If you notice the ads on the first page of Google SERP, the top ads tend to lead to articles or posts that do NOT have a lot of text. They are designed to sell, not provide information.

The content is focused on the transactional intent of the reader.

The keywords used in these ads reflect keywords that the advertisers spend the most money on because they tend to convert well.

The focus is on content that creates sales.

Content that increases sales does NOT have to rank well.

This dichotomy leads me to believe if we are focused on increasing organic traffic, then we write long form informational articles and posts. As traffic increases, so does sales in the classic passive income scenario.

If we are focused on developing content for our PPC campaigns, the we write shorter, transactional intent articles and posts. PPC campaigns by nature are not passive. We are going out and getting traffic and sales.