Content for SEO – The Cornerstone of Your Marketing
Site design, site structure, links and content determine your traffic, but your content determines whether people stay long enough to respond to your call to action. SEO success without conversion success is largely a waste of time and effort.
Conversion is the action target for the page or post. The action target is what you want people to do. In real estate, a phone call is the desired action. To lead to that action, the phone number must be prominently displayed. Often, mentioning it again at the end of the page or post will reinforce the desired action. Asking open ended questions in the content can lead to the reader picking up the phone and making the call.
Other forms are conversion are capturing an email address through a form, registration for the use of site services, visits to a store or restaurant.
The point of the content is to inform the visitor, but also to lead them to your desired action.