We all know that web content is important, but just how much emphasis should you put on it in your marketing campaigns?

It surprises many business owners just how many of their leads come from online traffic. Over 80% of consumers start the buying process online before making large purchases, and sites that achieve the top organic search results for their targeted keywords have a 30% higher click-through rate than lower-ranked sites. Online search truly dominates business today, and it all starts with your SEO.

The most effective method for long-term SEO is a content marketing strategy. Search engines will weigh your content quality over all other factors related to your website because that’s what the consumer is ultimately looking for. To make your content the best-of-the-best, use these writing techniques:

• Write powerful headlines. When someone searches online, the first things they do is skim the headlines and look for the most relevant title. While your meta descriptions are helpful, they are mostly used for search engine ranking purposes. If your headline isn’t attention-grabbing, you’ll be overlooked and will lose business to competitors. The best headlines contain numbers, guides, or questions, and your targeted keywords at the beginning of the title.

• Make content easily applicable. People use search engines to get answers to their questions. And usually, they’re looking for the pain-free, the step-by-step, the answer that promises the best results with the least amount of effort. Write blogs and articles that answer specific questions, and provide simple or DIY solutions that your reader can implement right now.

• Provide examples. If you’re going in-depth into a subject, you may want to provide examples for your reader. People often like to use others’ ideas or learn by copying to achieve the results they want. If you give examples of the solution you’re trying to provide (either from your company or from somewhere else), your reader will learn more and be more likely to return to your site for future answers to their questions.

• Use a consistent, unique voice. When you write your content, you want it to be personable, and reflect the brand personality. If your content is stagnant or jumps from the very professional to the very personable, people won’t want to read it. Use a voice that is recognizable, but also relates to your target audience. If you feel like your content is too bland, ask other team members or a professional writer to create some content for you.

• Don’t push your product – push the brand. Most of the time, people aren’t looking to buy something online. If they want to learn something themselves, or are just looking for online entertainment, they don’t want products and services pushed at them. If you create content that positions your brand as a thought leader, you’ll win the long-term trust of your audience. This, in turn, will lead to sales when your readers are ready to purchase.