Tag Archives: search intent

How to generate more leads with strategic content writing?

Strategic content writing to generate hot leads

Strategic content writing to generate hot leads.

You publish content to generate new leads.

Leads can manifest in multiple forms. There are hot leads and cold leads.

Hot leads are those people who contact you for the purpose of buying from you or hiring you.

For example, if someone submits my contact form for the purpose of hiring my content writing services, that person is a hot lead.

But if someone subscribes to my newsletter, he or she is a cold lead. Or if someone shows interest in my content writing services on a social media platform but right now doesn’t hire me, he or she is a cold lead.

When you are writing and publishing content to generate more leads, you need to be careful of what type of content you are publishing.

When I had a web design website – in my previous life – I ended up attracting the wrong traffic because although I was writing and publishing lots of content and consequently, generating lots of traffic, the traffic never converted. I was not generating the right leads.

Back then I was smitten by educational content. I didn’t put my energies into explaining my services as a web designer. All my content writing consisted of teaching people how to achieve things using HTML, ASP and JavaScript (back then I didn’t know PHP, which I know now).

How to strategize content writing to generate hot leads?

You need to find out why people are searching for you, when they are searching for you.

Obviously, people who are looking to buy something, or hire someone, or use a software service, are not looking for educational content, at least not knowingly.

For example, if you are looking for someone who can help you improve your search engine rankings and you are not aware that optimized content writing can help you improve your SEO, my blog post titled 5 reasons why content writing is important for SEO can reveal something that you  don’t know.

For that matter, even a blog post like 10 SEO content writing tips for your small business can be quite helpful.

You may ask, if all I am doing is teaching people why content writing is important for SEO or how you can write content for your small business to improve your SEO by yourself, how am I generating hot leads for my own business?

Even if your writing is seemingly instructional content, you need to write in such a manner that the central message – your open for business – shouldn’t be lost.

To generate hot leads, you need to create precise web pages, landing pages and blog posts. There shouldn’t be any ambiguity. You shouldn’t club multiple messages under the same web page. When you club multiple messages, the central objective of your content is diluted and people end up getting confused.

Seriously consider search intent to generate hot leads

Not all type of search intent gets you hot leads but writing and publishing content keeping search intent in mind can definitely improve the number of hot leads your content generates.

What is search intent? You may like to read What is search intent and how knowing it improves your SEO.

Most of the information about search intent that I have published on my website and blog is about improving your search engine rankings, but writing your content centered around the appropriate search intent can also help you generate more leads.

Writing content for searcher intent helps you be with your customers and clients throughout their buyer journey.

Again I will give you my own example.

Someone is researching for ways to improve search engine rankings and comes across my blog that talks about how content writing can help you improve your search engine rankings. The person has been informed.

The search intent here is informational. The person isn’t looking for someone to hire. He or she simply needs information that can help him or her improve his or her search engine rankings.

Once a person has read my blog post on how content writing can help improve search engine rankings, he or she finds out that I provide such content writing services, through another web page or blog post. The other web page or blog post has been written keeping “commercial intent” in mind.

These days I’m getting lots of traffic for “content writer for accounting services” or “content writer for life coaching services”. These searches are carried out with commercial intent.

Accountants or accounting companies are looking for a content writer. People providing life coaching services are looking for a content writer. The intent is clear. Search traffic generates hot leads for me

On a related note: do hot leads always convert?

Not necessarily. Hot leads are people who are ready to do business with you but they haven’t yet committed.

Maybe they won’t like my samples. Maybe they won’t find my rates acceptable. Maybe after contacting me, they come across someone else who they think is a better match. There are multiple reasons why even a hot lead may not convert, but that’s a different matter.

Backlinks is one of the biggest benefits of educational or informational content

One of the biggest benefits of informational content is link building

One of the biggest benefits of informational content is link building.

Sometimes you may wonder what is the use of publishing lots of educational or informational content? This is the content through which you share your knowledge, experience, and wisdom with your visitors.

For example, what is the benefit of writing a blog post like What is search intent and how knowing it improves your SEO?

You must think that clients are looking for a content writer or a copywriter. They don’t want to be educated; they just want a talented writer for their websites.

One of the widely recognized benefits of sharing your knowledge through writing is that it establishes you as an authority figure.

I can write extensively about content writing only if I know a lot about content writing.

If I don’t know how to write engaging content, how am I going to write engaging content for my clients, and how do my clients know that I actually know how to write engaging content?

Sure, I can share my portfolio with them. I can send the links of various websites for which I have written engaging content.

Why publish lots of educational content or content for informational search intent?

Educational and informational content gets you more backlinks

You need backlinks to improve your search engine rankings. People are ready to pay for quality backlinks.

When you have lots of quality educational content on your website or blog, people link to it voluntarily.

I have so many blog posts people have linked to.

How do they find my blog posts?

Mostly when they are searching for relevant content on Google or some other search engine.

I also share links to my existing and latest blog posts on Twitter and LinkedIn.

Once they start linking to your content, it becomes self-perpetuating. It is like, your links are appearing on the third or fourth page of Google. People find your content and link to it. Your links move to the second or third page. It becomes easier to find your content. More people link to it. Then your links move to the first or the second page. And so on.

Due to better rankings of the present links, even the rankings of the links that were previously not ranking higher, begin to appear higher.

Hence, more people start linking to them, and the cycle continues.

It is not an exact science. You never know at which juncture people begin to find your content with greater regularity. But eventually, if you keep on publishing quality, link-worthy content, it happens.

Educational content is easier to rank on Google than commercial content. Google gives informational content preference over commercial or transactional content because maybe it wants people to promote commercial or transactional content through advertisements.

People publishing educational content are looking for educational content. And if you are publishing informational or educational content that is link-worthy, people start linking to it.

This improves your search engine rankings for your relevant keywords. This makes it easier for your prospective customers and clients to find you.

How much educational or informational content should you publish for backlinks?

There is no limit.

I will give you an example of my own website.

Mine is not an e-commerce website. People don’t come and buy stuff here. It’s mostly information. I share information with them, and they hire me as their content writer or copywriter.

On my website, my content falls primarily under two categories:

  1. Transactional content
  2. Informational content

Transactional content is the main website content that I have that talks about my website content writing services, my blogging services, my email writing services, my content consulting services, and so on.

These must be around  50-60 pages. Even among these pages, not every page is transactional content. Even on my main website, I have published lots of pages that simply explain to my visitors what different services mean. I inform them and then leave it up to them whether they want to contact me or not.

Among all the content on my website, 90% of the content exists on my blog. There are over 800 posts and counting. This is all educational and informational content. It is this content that is responsible for my rankings. Whatever visibility I have on the web, it is because of this educational content.

My educational content has improved the rankings of my transactional content.

Is link building the only benefit of educational content?

One of the major benefits, yes.

It’s not that your informational or educational content doesn’t get your clients. Mine does.

Even when I didn’t enjoy better search engine rankings, I got content writing assignments on the strength of my content.

For example, once I published a blog post titled What are topic clusters and pillar pages and how they improve your SEO… within a couple of days a client wrote to me that he loved what I had written on the blog and he was looking for a similar blog post for his company website. I’m still writing for him.

There are multiple examples like this one.

What are the benefits of writing content for informational search intent?

The benefits of writing content for informational search intent

The benefits of writing content for informational search intent.

Most of the people on the Internet are searching for information. This is their search intent.

Broadly, there are four categories of user intent or searcher intent, namely

  1. Informational search intent
  2. Navigational search intent
  3. Commercial search intent
  4. Transactional search intent

To better understand these categories of searcher intent or search intent, you may like to read How effective content writing and searcher intent are interrelated.

But the focus of this blog post is informational search intent.

There are benefits of content writing for all Google searcher intent in varying degrees, but you will be surprised to know that 50-80% of the search that happens in Google originates from informational search intent.

As explained in this detailed Moz post on the “People Also Ask” section on Google, most of the suggested queries in this section are from informational search intent.

These queries are normally in the form of

  • What is content writing?
  • Why is SEO content writing important for search engine rankings?
  • How to improve your copywriting skills?
  • How can I hire the best content writer for my business?
  • A guide to creating the perfect content publishing calendar for your content marketing campaign.
  • Tutorial on copywriting best practices.

and so on.

Of course, I have given you these examples from my business, but you can apply the same on your business, for example:

  • Which is the best project management tool online?
  • What are the mobile app development trends during the Covid-19 pandemic?

You can easily make out that these searches are to gain some information. They are longer. They are also precise.

These are longtail keywords in their purest definition.

Does content writing for informational keyword intent translate into more sales

Does content writing for informational search intent increase sales

Does content writing for informational search intent increase sales?

Indirectly, yes. Directly, maybe not. I will explain.

It is like your sales funnel. Your customers and clients are often at different stages of your sales funnel.

You don’t want to just target people who are ready to buy from you. In most of the cases they don’t need targeting. They are already about to buy from you.

To generate more leads, to get more customers and clients, you want to target people who may want to purchase from you.

There are clients who immediately need my content writing services.

Then there are clients who know that an efficient content writing service can help them, but they haven’t yet made up their minds.

Then, there are clients who are struggling with all the difficulties that businesses normally have due to the lack of quality content, but they don’t know why they are having these difficulties.

They need to be educated.

They need to be enlightened.

For example, if someone is unable to improve his search engine rankings, he may search for “How can I improve my search engine rankings?”

When he uses this query on Google, if he comes across What is the importance of content writing in SEO?, this will be a revelation for him.

He learns that it is the lack of good content that is holding him back.

Whether he decides to hire my content writing services or goes with another service, is another matter, but I have educated him.

There is a great chance that he is going to hire my content writing services.

This is informational content that he found. This was informational search intent.

Nonetheless, it ends of generating business for me.

For every business it is very important to give the right information to customers and clients.

These days I’m writing for an accounting service that wants to help people reduce their taxable income.

They need to target people who are looking for such a service, and they are also targeting people who yet don’t know that their taxable income can be reduced through legal accounting and other procedures.

Hence, a searcher intent query such as, “How can I reduce my taxable income?” can bring such people to the website of this accounting service and this can result in more clients.

The SEO benefits of writing content for Google query intent

SEO benefits of writing content for informational search intent

SEO benefits of writing content for informational search intent.

This is a very, very, very old post from Search Engine Land that says that 80% of searches are informational searches on Google.

Even if in the past decade this number has changed, there is a great possibility that it hasn’t changed much, although, another website claims that in 2018, 37% searches were informational searches. I’m not citing the source because I couldn’t find one.

The point is, Google gives preference to question-based queries rather than business type queries.

It is easier to get higher search engine rankings for informational search intent content rather than commercial or transactional search intent content.

It is also easier to write content with informational search intent.

You know the question. Once you know the question, you can write the answer.

Since, in your answer, both the question and the answer get covered, you get highly optimized content.

This content gets higher search engine rankings.

Since most probably, this content may also contain links to your main website content, the higher search engine rankings of this content also have a positive impact on your main website content.

You develop readership.

You educate and inform your visitors.

This tells Google that your content is worth ranking higher.

Your overall SEO gets better.

The brand building benefits of publishing educational and informative content

Content writing for informational search intent helps you build your brand

Content writing for informational search intent helps you build your brand.

To build your brand you need authoritative, informative content.

Brand building includes recognition, presence, and authority. All these attributes can be generated when you publish lots of informational content.

High-quality, informational content gives you

  1. Audience retention: More people come to your website and stay longer to educate themselves and be more informed.
  2. Better social media traction: Your social visibility is important for brand building. Social visibility isn’t just about Facebook and Twitter. Most of your clients are on LinkedIn.
  3. Trust among your audience: It is very difficult to distrust a coach who shares lots of insights and good information with his or her visitors.
  4. Higher conversion rate: People who are familiar to your presence are more likely to hire you as their business coach.
  5. More leads: Even if right now they don’t want to hire you as their business coach, they would like to keep in touch with you and hence, leave their email ID or phone number with you.

Suppose you are looking for a business coach. You come across two websites.

One simply states the name of the business coach, his qualifications and what sort of coaching he can provide you.

There is a contact form in case you want to contact him.

The other has lots of information about not just the coach, but also other aspects of business coaching.

She’s continuously writing and publishing useful business coaching tips.

You want to closely follow her blog for the great advice she is giving on it.

This is an incentive for you to visit her website regularly and retain the maximum amount of information about her.

She publishes a newsletter through which she broadcasts highly valuable information people can use.

She also has some e-books for you that you can download and apply the advice to immediately experience improvements in the way you do your business.

People share her content on their social media timelines. They discuss her methods and unique ways of providing business coaching.

For many search queries related to business coaching her name comes up on Google.

You begin to relate good advice and good content with her name.

This is brand building through writing content for informational search intent.

Who are you going to hire as your business coach if you really want to hire one?

Obviously the one who publishes lots of information on her website.

How can you write content for informational search intent?

Now we come to the meatier part. What sort of content writing qualifies as informational content?

As described above, the informational search intent is for gathering information, education and insight.

In fact, this is my favorite form of content writing. It is based on solving particular problems.

When writing content for informational search intent you need to keep in mind that you are providing valuable information to your visitors.

Don’t mislead them.

Don’t write content just to get them to your website.

People are way too smart for such shenanigans.

This is a sure shot way of sending them away and helping them remember never to come back to your website.

Even the Google search algorithm can make out if you are tricking people into visiting your website.

When people don’t find valuable information on your website or blog but nonetheless, they find your content on the SERPs, they immediately leave your website, indicating to Google that your content doesn’t deserve the rankings it is currently having.

Anyway, the best way of writing content for informational search intent for your industry is build a long list of questions that people may have about your industry.

I will give you my own examples to start with:

  • How much does content writing cost?
  • In what different ways content writing improves search engine rankings?
  • Why does Google prefer high quality content?
  • What is the difference between SEO copywriting and normal copywriting?

See the pattern? This sound like the FAQs section. In fact, your FAQs section is a good example of informational search intent content.


You cannot do without high quality content on your website or blog.

Whether you realize it today, tomorrow or after having spent lots of money and many months, ultimately, your online presence depends on high quality content.

But, beginning to publish high-quality content, in the beginning, can be puzzling, even intimidating.

The best way forward is, begin with informational search intent.

Start publishing content for people looking for information.

Once you have made a presence for yourself you can start pitching your products and services.

Why search intent is most important when writing content for your website

Knowing searcher intent for better content writing

Knowing searcher intent for better content writing.

By now you have read a lot about search intent or searcher intent on my website and blog. Just came across another blog post on the importance of knowing the search intent before writing your next piece of content.

What is search intent? How does it affect your content writing?

When someone queries Google (searches for something) she has an intention. She wants to find a piece of information that she needs. What is her intention? Why is she looking for that information?

This is search intent.

Why is it important to know the search intent?

If you do not know the search intent of your target audience, how do you publish content your target audience is looking for?

For example, I want traffic for “content writing services” and not for “how to become a content writer”.

Sure, I’m constantly publishing blog posts on how to be a better content writer and how to improve your content writing skills, but these posts are to inform my prospective clients how much I know about content writing and how I can use this wisdom to write quality content for them. Yes, when I’m drawing traffic from my prospective clients, I’m also drawing traffic for people who just want to learn about content writing and have no intention of giving work to me.

Anyway, there are many benefits of getting people to your website who are looking for useful information but have no intention of giving work to you or buying from you (they can increase your brand visibility in many ways).

Searcher intent can be of the following types:

  • Informational intent: People are simply looking for information, such as “how can quality content writing improve my search engine rankings?”
  • Navigation intent: You look for “credible content writing services” on Google instead of typing the URL if you want to come to my website.
  • Transactional intent: You want to find out how much my content writing services are going to cost.
  • Commercial intent: You need a content writer for your business.

Google wants to provide you the best answers for your searcher intent and it is continuously improving its algorithm to make sure that you find what you are looking for.

For example, if you simply want information, you do not need to find information about the commercial aspects of any product or service related to that information. You just want information.

Similarly, if you want to buy something, you are more eager to know how you can buy that thing (for example, my content writing services) instead of wanting to know how to become a better content writer.

Subtle differences that can make big differences.

Knowing searcher intent can help you come up with targeted content.

Write content that provides useful information to increase your brand visibility and generate future needs.

Write content that tells people how they can benefit from your product or service to get more customers and clients.

Provide them commercial information so that they can make up their mind about doing business with you.

Knowing searcher intent helps you write targeted content.