According to a report from the Internet and Mobile Association of India (IAMAI), there are more than 780 million active internet users in India, and this number is all set to reach a whopping 900 million by 2026! You will be even more impressed to know that 70% of the users depend on Google Search to research on a product before purchase, whether they are booking a service or even ordering food. Here SEO content come in to picture.
Despite this sudden surge in digital behavior, a HubSpot study done in 2023 showed that only 28% of marketers believe in the success quotient of their content in converting leads to customers. This is where the gap lies – brands are creating good content that ranks but fails to convert leads. For Indian brands, the sweet spot lies in generating content that not just appeals to human behavior but also to search engines. Here is a step-by-step guide for Indian brands to help you create SEO content that not only lures eyeballs, but also drives users to take action.
STEP #1: Choose the accurate keywords (Focus on intent)
Unless you understand user intent, you can never opt for creating effective SEO content. For example, a keyword like “best workout shoes” has commercial intent, but a keyword like “how to start working out” has informational intent. While both can be considered as valuable keywords, they serve various purposes in the user journey. You may use keyword searching tools like:
- Google Keyword Planner
- SEMrush
- Ubersuggest
- AlsoAsked.com
According to a report by Statista in 2023, India had more than 650 million internet users and more than 75% begin their purchase journey through search engines. Therefore, tapping into intent-based keywords can be lucrative.
STEP #2: Design SEO content for crawlers and skimmers
Both Google and readers always prefer content that is well-structured. What does well-structured mean?
- Short paragraphs with a maximum of 2-3 lines
- Numbered lists and bullet points
- Relevant keywords (H2, H3 tags) and proper subheads
- Internal links to other service pages or blog posts
HubSpot gave a report that blog posts that have a clear strategy and structure with bullet points had 48% higher readability scores and better on-page time.
STEP #3: Generate titles that are click-worthy and include meta descriptions
The headline is the first thing that is noticed by readers and search engines. Hence, you should draft a headline that counts and that is attractive. For example, instead of writing “Digital Marketing Strategies”, you can try “10 Digital Marketing Strategies that helped Indian startups boost growth”.
What is the difference between the two? While the first one is a general title, the second one adds a hint of curiosity, a number, and also localizes the effect.
Smart Tip: Make sure your meta descriptions are less than 160 characters and includes the main keyword of the article.
STEP #4: Offer value to users (Not just word count) in SEO content
There are several content marketers who still follow the style of long-form content, only with SEO in mind. Although it is true that Google prefers long content with depth, yet quality is given more importance than quantity, every time. Here are a few ways of adding value to your content:
- Try to give a solution to the problem within the initial 100 words
- Add case studies or examples that are relevant to Indian readers
- Include FAQ to rank for conversational queries
Final Words
Drafting SEO content that converts is not a matter of joke; it’s a tried and tested strategy. For Indian brands, the winning streak lies in comprehending your audience, localizing your content, providing real value, and guiding users to take action. When all the points are followed in a right manner, your blog will rank on the first page and also bring positive business results.