Driving SEO growth is a challenge for B2B content creators. On one hand, they need to write for search engines to justify the expense of producing long-term assets that generate ROI. On the other hand, they need to write for a sophisticated audience to build credibility. Striking the right balance between these two can be difficult, and many brands tend to skew too far in one direction or the other.
Semrush, however, has managed to bridge this divide successfully for over a decade. The company has seen significant revenue growth and an increase in large customers paying $10,000 annually. In this article, Semrush’s Managing Editor, Alex Lindley, shares his approach to driving SEO growth through structure, skimmability, and search intent.
1. Structure: Answer search intent without delaying the ‘time to value’
Writing for search and readers requires a delicate balance. It’s important to entice readers by setting up the problem and illustrating symptoms before providing alternative solutions. At the same time, it’s crucial to answer search intent and structure articles similarly to what’s already ranking. This can be a challenge during the editing stage, as editors may focus on paragraph phrasing instead of addressing the underlying issue of poor article structure.
Lindley recommends using the inverted pyramid or the bottom line up front (BLUF) framework to increase the “time to value” readers receive. This means getting to the point quickly and avoiding excessive exposition. For long-form B2B content, Lindley suggests using the Problem, Agitate, Solution (PAS) copywriting framework to provide context and resonate with readers before delivering the solution.
2. Skimmability: Provide contextually relevant examples without interrupting the reading flow
While AI can provide information and definitions, it cannot show advanced Excel formulas, explain their importance, or provide practical examples. Incorporating examples in content helps readers visualize concepts and increases credibility. Lindley emphasizes the importance of providing context for examples or images and suggests starting with the concept, followed by the context, and then the example or image.
To improve skimmability, Lindley recommends paying attention to the overall structure and headers. Clear and informative headers help readers understand the content at a glance. He suggests familiarizing oneself with the table of contents or header structure before reading the article to get a sense of the topics covered. Lindley also advises against making readers squint or scroll back and forth to understand images or examples.
3. Search intent: Focus on reader clarity, not just phrasing or keywords
Good writers may not always make good editors or content managers. While writers excel at creativity and expressing ideas, editors focus on consistency and clarity. Editors should prioritize structure, skimmability, and search intent. Lindley recommends editors maintain a radical focus on the reader and make sure the content aligns with search intent.
To enforce these principles, Lindley suggests making editors track time spent editing each article and setting benchmark thresholds. This helps identify process, documentation, role, or delegation problems that may hinder efficiency. By focusing on the three S approach in editing, editors can provide strategic recommendations that improve the overall quality of the content.
By implementing a balanced content strategy that prioritizes structure, skimmability, and search intent, brands can achieve evergreen results while boosting revenue. It’s essential to find the right balance between writing for search engines and writing for readers, and the three S approach provides practical guidance for achieving this balance.
