There are several ways to win search engines, and the best that has the longest lasting results, is to create intentional, compelling, rich content that will help you rank for multiple queries.
This approach is organic. What this means, you're leveraging you website's resources, credibilities and your SEO methods to appeal search engines.
As a content marketer, there is a trick you can use. If used properly, it can be effective in your content strategy in writing questions and answers.
This is by using a method from the world of journalism, which gives more faith to credibility, and channeling everything down to context.
To appeal, it's called the inverted pyramid.
Lead
It starts with an idea. Lead is all about pulling people in, and see if they're interested in what you want to say. It can be a strange story, weird and debatable topic, interesting trivia and so forth. This is the first thing you need to know.
Let's say your lead is "The floating restaurant that is really floating."
On the web, you definitely want people's attention, And here, a great lead should help you attract some suspecting and unsuspecting eyeballs. After you draw them near, the next thing to do, is to have a headline that describes your lead.
Details
After getting people's attention, you need to funnel them into a smaller piece: the middle part of the triangle.
This is where you give the details about your idea. Considering the previously mentioned lead example, you may talk about how the restaurant can really fly and where it is docked, or how much does it cost to have a dinner there.
Putting as much details you can should be wise. However, if too much is given, your visitors' journey may stop here. This is where you need to have a balance between too much and too little, and get the balance in order to make visitors flow to the narrower part of the pyramid where they can convert to purchasing customers.
Context
At the bottom of the inverted pyramid, is the context. In this example, you can explain about the technology that powers the restaurant, and how safe it is when floating a few feet above the ground.
As the writer of the post, you need to add value to the article by putting some professional opinion about it.
After you've given everything you've got, you can put your call-to-action button where you can convert those leads into paying customers. You can use like a "Learn More," that is more contextual. This link should show a page where qualified leads can convert.
Your way of delivering your content, should answer people's question in a progressive manner. Using the inverted pyramid, the first thing is to show the most important part of the topic, then followed by details power by facts and opinions.
And for the last part, is to close the story with the least important information. This is where you sacrifice some details in order to provide quick answers.
The strategy is to give a little teaser of your answer. By making it credible, people will click through your CTA. You should understand that giving away answers can build your credibility. But do this slowly but steadily, as this will earn you qualified visitors.
You post should answer at least the most common questions people would ask. To do this, most of your content should be rich enough to give the context to get people interested, fast and clear, despite if it has the least important information in it.
And to make this strategy work, you should not just create a content with "floating restaurant" and run away. You should also create a bunch of other posts that can answer more specific questions. Never leave your post with paragraphs thin of information that leave visitors wondering.
Remember that repelling visitors will also repel search engines.