How to write SEO content that actually drives results in 2024 (without losing your brand’s voice)
Oct 25, 2024
SEO content that only brings in traffic? Cute, but not enough.
In 2024, if your content isn’t pulling its weight by nurturing your customers and giving them a reason to remember you, you can say goodbye to leads faster than you can say ‘zero-click search’.
High rankings are great, but what really counts is turning those rankings into conversions – a click to your quiz, a sign up for your demo or a shiny new newsletter subscriber.
Here’s the good news: if you're wondering how to write SEO content that not only ranks but also drives real results, you’re in the right place.
While most B2B marketers are out there stuffing keywords into soulless paragraphs, hoping Google will throw them a bone, I take a different approach.
My storyselling method blends the technical side of SEO with engaging narratives that get your audience emotionally hooked…it’s all about creating a journey that captures attention, engages readers and guides them to take action.
So, let’s dive in. In this post, I’ll show you why (and how) to write SEO content that converts traffic into real business results.
Table of contents
SEO in 2024: the metrics that matter
How to write SEO content that does the job
FAQs
Conclusion: how to write SEO content that converts
SEO in 2024: the metrics that matter
Traffic doesn’t pay the bills. And in 2024, it’s not even the best indicator of success.
Thanks to the rise of SearchGPT and zero-click searches, people are getting answers straight from search results…which means fewer clicks to your website.
Vanity metrics like page views and impressions are taking a backseat to more meaningful, business-focused metrics like leads, conversions and marketing-influenced revenue.
So, are you tracking the right metrics?
You might be learning how to write SEO content, but to improve and track your results, you need to measure performance against what you want your content to do: create awareness, build trust and nurture leads, or directly drive purchases.
You can’t slap the same metrics on every piece of content. What tells you if someone’s learning about your brand isn’t going to tell you if they’re ready to hit “buy now”.
For example, Top of Funnel (TOFU) content, designed to attract attention, needs to be measured differently from Bottom of Funnel (BOFU) content that’s all about closing deals.
Before we dig in, a quick note on content types:
This post focuses on written content (blog posts, ungated white papers, cases studies, web copy etc), but let’s not ignore the fact that video is huge for SEO 2024.
If you’re creating YouTube videos, take a look at this article for what metrics matter the most.
My favourite metrics to track for business impact
Vanity metrics are for show; impactful metrics are where the magic happens.
Before diving into the specifics, here's a quick comparison between the two.
Now, let’s dive into the business-focused metrics actually worth tracking in 2024.
Conversion rate: measures the percentage of visitors who take the desired action – whether that’s subscribing, downloading, or making a purchase.
Why it matters: it ties directly to your business outcomes. It’s a reflection of how well your SEO content is converting traffic into leads or customers. If your organic visitors aren’t converting, something’s off. This is key for MOFU and BOFU content where actions matter most. And if you’re inhouse, this often helps secure buy-in for more SEO budget from leadership.
Lead quality: not all traffic is created equal. Track whether your content is attracting high-value prospects who are likely to convert into paying customers. Every business does this differently – many use MQLs (marketing qualified leads) or SQLs (sales qualified leads) and score each lead based on demographic, behaviour and fit.
Why it matters: high-quality leads = shorter sales cycles, better ROI and higher customer retention. This can be critical for TOFU content that’s focused on attracting the right audience.
Engagement: tracks how users are interacting with your content – whether they’re clicking links, scrolling through your page or interacting with multimedia elements.
Why it matters: signals to search engines that your content is relevant and engaging. High engagement suggests visitors are finding what they need, increasing the chances they’ll convert or return for more. Helpful for all funnel stages.
Returning visitors: are people coming back for more? This is a great indicator of how valuable your content is and whether it’s building trust and engagement over time.
Why it matters: repeat visitors are far more likely to convert and become loyal customers.
By focusing on these business-driven metrics, you’ll ensure your SEO content isn’t just performing for Google, but for what matters to you: your KPIs and/or bottom line.
How to write SEO content that does the job
You’ve got the metrics, but they’re only half the story.
Here’s some tips on how to write SEO content that hits the sweet spot between search engines, actual humans and real results.
1. Make your content too good to ignore
If your bounce rate is sky-high, your content’s probably as exciting as a spreadsheet. Let’s fix that by making it structured, interactive and keep people hooked.
Quick wins:
Make your H1 unmissable. Break up your content with H2s and H3s that include keywords naturally, so readers can skim and still get the point. And please, no to generic headings…“5 Ways to Fix [Pain Point]” beats “Our Approach” any day
Keep ‘em clicking. Add internal links to other juicy content, so they dive deeper into your site instead of clicking away
Make it fun. Use videos, infographics, or even quizzes to keep them engaged and entertained. For my B2B SaaS clients, I see great results with including video demos of a specific (relevant) feature.
Break it up. Chunky paragraphs are a no-go. Use bullet points, subheadings and punchy sections so your content is easy to digest
2. Target the people who actually care
If you’re attracting window shoppers, you’re wasting your time. SEO keywords need to be laser focused on attracting real prospects…the people ready to engage, not just browse.
Quick wins:
Get specific with long-tail keywords. Think beyond broad terms. Target specific pain points or solutions that match where your ideal customer is at. I recently wrote a blog for a legal tech company using ‘when to use a [product category]’ that boosted events (conversions) by 243%!
For commercial content, aim for intent-based keywords like "buy [product]" or "best solution for [problem]". These are the searchers who are ready to act
Make sure your content speaks directly to your buyer personas. No one-size-fits-all fluff
3. Keep it punchy and scannable
Don’t make your readers work to get to the good stuff. People are skimmers, so make your content as scannable as it is valuable.
Quick win: Use bullet points, short paragraphs and visuals that break up the text. A quick, punchy layout keeps readers hooked and encourages them to stick around, helping with engagement metrics
4. Connect intelligently, hook emotionally
I’m all about storyselling – creating a connection that’s both emotional and intelligent. Aim to guide your readers through a relatable, human problem and show them how your solution solves it, without losing sight of business outcomes.
Quick win: write like you get it…because you do. Use empathetic, sharp language that speaks to your reader's pain points but leads them toward a solution that feels like a no-brainer. When readers feel both understood and guided to the right action, you’ve got them hooked.
5. Turn your CTAs into money makers
If your calls-to-action (CTAs) are softer than a soggy biscuit, it’s no wonder your conversion rate isn’t flying. You need strong, punchy calls to action that get people to actually do something.
Quick wins:
Drop the "Click Here" nonsense. Go bold with something like “Book your spot today” or “Claim your free trial”
Don’t bury your CTAs. Plaster them in obvious places – top, middle and at the end of your content. If people can’t see them, they can’t click
Test it. A/B testing different CTAs (words, colours, placements) can make all the difference
6. Build a reason to come back
If people leave your site without a second thought, that’s on you. Give them a reason to return by building a content hub they can’t resist.
Quick wins:
Create a series. Whether it's a blog series or a killer resource hub, make it something worth coming back for
Keep it fresh. Update old posts with new insights or data. Google loves updated content and so do readers
Use retargeting ads and email marketing to remind visitors of what they’re missing
FAQs
How long does it take to see results from SEO content?
How do you write SEO content that actually works? Slowly. SEO isn’t magic…it’s more like planting seeds. On average, you’re looking at 3 to 6 months before things really take off. Want quicker results? Sorry, SEO doesn’t do shortcuts.
Do I need fancy tools to write SEO content?
Not unless you want to splash the cash. Tools like Google Keyword Planner and AnswerThePublic are free and work just fine. Keywords Everywhere and Ubersuggest are low cost. If you want to get fancy (and the full suite of analytics), SEMrush and Ahrefs are great but not essential if you’re only writing for your website.
What’s the deal with SEO and AI like ChatGPT?
So, zero-click is out here answering questions for people before they even click your website link. Then you’ve got SearchGPT, which isn’t there yet..but will be able to provide accurate information to searchers in a more conversational way than Google.
Welcome to search madness.
How do you write SEO content that still wins? Create deeper, better (more human) content than AI bots. Think in-depth guides, case studies and anything packed with insights a bot can’t dream of faking.
Can I just repurpose old content for SEO?
Absolutely. Why reinvent the wheel when you’ve already got a perfectly good one? The best way to learn how to write SEO content is by updating what you’ve already done. Give those old posts a facelift with fresh keywords, new data and a shiny new CTA.
How often should I update my SEO content?
Think of it like getting a haircut: you don’t want to wait until it’s a mess. Refresh your content every 6-12 months to keep it relevant and sharp.
What’s the best way to track my SEO content’s success?
Get Google Analytics on the case.
How to write SEO content that converts
And that’s the game plan – SEO content that goes beyond traffic and future proofs you against Google’s change and AI’s impact.
The heart of that? Impactful metrics and writing for humans with authority and expert insight.
That’s where storyselling comes in.
Yes, optimise for search engines, but start by thinking of your audience’s problem and give them valuable solutions in a way that’s relatable and impactful. Craft a narrative that hooks readers, keeps them engaged and moves them closer to taking action.
Is it time to drive better qualified leads with your website or blog? Let’s talk about how we can use your stories to craft optimised copy that hooks audiences and drives revenue. Shoot me a quick message (no strings attached).
