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seo copywriter

The Importance of Being Authentic in Your Online Copywriting (From an SEO Copywriter)

As an SEO copywriter, I see what goes on behind the scenes in the world of online content.

By that, I mean I see the assignment and request sheets. I even have the long phone conversations with clients who aren’t exactly sure what they want, but who know they want something.

I get the jumble of keywords and the word count and the instruction to make it into something useable.

It’s often creation ex nhilo, in its finest form. And the other copywriters out there know what I’m talking about.

Despite the fact that it’s often difficult, though, it’s entirely worthwhile.

And here’s why. Online copywriting challenges us to be one thing that we often aren’t in our daily lives: authentic.

Today, more people are turning to online content than have ever done so before, and their B.S. detectors are better than they’ve ever been.

Because of this, it’s critical to take all of the raw components of online copy and make them into something coherent, compelling, and, yes, authentic.

If this is something that you, like so many SEO copywriters struggle with, this piece contains some tips to help you be more authentic in all of your online content, starting now.

Enjoy!

seo copywriter

Authenticity: The Cornerstone of Great Online Content

The best creations from any good SEO copywriter are like a puzzle meticulously assembled.

It’s a little bit of SEO, a little bit of research, a little bit of skill, a lot of dedication, and some humor or insight, all rolled into one cohesive package.

If any of these components are lacking, the content just does not work. And don’t get me wrong, there’s plenty of this out there, but it’s not what people want to interact with.

Today, brands in all industries and specialties are striving for authentic content, and readers around the globe are working harder than ever before to find it.

This represents something extraordinary.

While content has long since been the vehicle for various forms of marketing, it’s a recent thing that the demand for authentic content has reached such a fever pitch. Today, customers don’t want to interact with pushy, stiff content that reeks of used-car-salesman vibes.  Instead, they want legitimately valuable content that helps them solve problems and, get this, develop relationships.

According to an article published in the Harvard Business Review, the importance of a massive, powerful brand (think Wal-Mart) is falling, while the importance of company-customer relationships is rising.

In fact, the value of customer relationships has doubled over the last decade, leaping from 9% to 18%.

In addition to driving things like engagement and sales, stronger company-customer relationships also help promote brand recognition and loyalty.

And what’s the best way to create these relationships? You guessed it: authentic content.

3 Brands Currently Killing It with Authentic Content 

To get an idea of what authentic content looks like in the world of online copywriting, it’s smart to look around at a few brands that do it well. Here are three of my favorites:

1. Dollar Shave Club

I reference Dollar Shave Club often in what I write because I truly believe they’re one of the best brands out there regarding online content. I’ll confess that I became a member of their service based purely on the genius of their launch video, and the goodness just continues.

For an example, consider this email I received from them just today:

Dollar Shave Club Screenshot

While this headline might not immediately strike you as “authentic” (slapstick, maybe?), it does a few things well.

First of all, it’s funny.

I saw it in my inbox and knew that the email would contain a pitch for some hand cream. I also knew I wouldn’t buy any, but I opened it because I wanted to see what was inside.

And guess what? As a consumer, I’ll continue opening their emails until another one of their products does appeal to me, and then I’ll purchase it. Because they’re consistently funny, upfront, and authentic, I’m a devotee of the brand – even though there are similar ones out there.

2. Patagonia

Patagonia is one of my favorite clothing companies, and it’s also one of my favorite brands for content. Dedicated to sustainability, recycled materials, and super high-quality outdoor clothing backed by an “ironclad guarantee,” Patagonia takes its vision into its content, and practices what it preaches every step of the way.

The company’s blog, The Cleanest Line, features articles on everything from preserving the Yellowstone Grizzly Bear to profiles on great outdoorsmen (and women).

Patagonia Screenshot

While Patagonia isn’t funny like Dollar Shave Club (and, where it exists in Patagonia’s marketing, humor takes a different form), the company manages to speak directly and authentically to their clients, which is probably why they have one of the single strongest followings I know of.

3. Neil Patel

Neil Patel is the co-founder of Crazy EggKISSmetrics, and Hello Bar, and I believe he’s one of the best marketers out there. While he does many amazing things in the way of content, one of my favorite things about his approach is his willingness to admit that he hasn’t always been awesome at this.

Neil Patel Screenshot

While an influencer like Neil could feel completely inaccessible, he takes steps to break that perception down by openly sharing what he calls his “oh sh*t” moments. It’s vulnerable, honest, and authentic, and it makes people want to engage with his brand even more than they would if they knew he was one of the most successful marketers out there.

5 Steps to More Authentic Content (By Yours Truly, An SEO Copywriter)

Unless you know how to approach it, striving for authentic content can have the opposite effect: it can make your content feel stiffer.

Luckily, these five tips will help you get off on the right foot:

1. Write for your audience, whoever they are

Obviously, the audience Dollar Shave Club is targeting is somewhat different than the audience Patagonia is targeting, so it stands to reason that the voice is different. That said, though, both brands do an excellent job of speaking to their unique audiences.

To make your content more authentic, learning to speak to your target audience is key. It doesn’t matter who your audience is, only that you write to them and only them.

With that in mind, take the time to research your audience (or your client’s audience). Who are they? What are their concerns? What makes them laugh? Is there a niche-specific joke you can play on to earn their trust? By viewing the audience as actual people, rather than an anonymous body of “readers,” it’s easier to tease out authentic content.

2. Forget the sales pitch

This suggestion can strike fear in the heart of copywriters.

“But, doesn’t it need a sales pitch?” everyone wonders.

The answer is yes…and no.

Good content should sell without trying to. This means that it should be so informative, so valuable, and so compelling that the people who read it want to interact with the brand producing it.

Valuable copy is much more moving than a stuffy CTA, and it’s safe to say that content everywhere improves as soon as the writers behind it stop making sales their number one priority.

3. Be yourself – whoever that is!

Patagonia, Neil Patel, and Dollar Shave Club are all genuinely themselves in their content, and while the brands aren’t comparable in their voices or approaches, they all manage to feel welcoming and real.

In many ways, this is the gold standard of content. With so many pieces of information floating around on the web, and so many “experts” telling you how to transform your content marketing, it can be tough to hear your own voice through all the static.

At the end of the day, though, this is what sets the lasting brands apart from the flash-and-fade ones. An enduring brand knows what it is, and it knows how to express that in its copy, and this is more valuable than virtually anything else.

4. Write with a purpose

Depending on what you’re writing, your purpose may be to make your customers laugh or to move them to sign a petition. Whatever that purpose is, though, it’s important to keep it in mind throughout the writing process.

In addition to giving your content a direction, writing with a purpose also imbues online copywriting with emotion and relevance, all of which helps it feel more compelling and authentic.

5. Hone your niche and stick to it

One of the best ways to keep your content authentic is to find a niche you love and work there as much as possible. Whether you enjoy helping young brands tell their stories or writing copy for lifestyle and travel companies, writing about what you love is a good way to come off as excited and passionate in your online copywriting.

The Case for Authentic Content: It Benefits Both the Brand and the SEO Copywriter

Just like brands don’t want boring, stuffy content, SEO copywriters don’t want to struggle with writing content they can’t connect with.

Because of this, it’s essential for copywriters to learn the power and importance of authentic content.

Seek to create it every time you sit down to write. Demand it from your writer.

Let’s make the web an authentic place.

 

Need great copy that resonates with your readers authentically? Request your content today in our Content Shop and ask for Ashley (the author of the piece you just read) to write yours!

10 Commandments of Online Writing to Obey Immediately for Better Results in Your Content Marketing

It’s easy to approach online writing the same way you would school papers.

Your first instinct may be to keep your language formal, professional, and terse. You want to sound like you know what you’re talking about and establish your credibility.

Mistake number one.

It’s equally as easy to approach writing online as if it’s your personal sounding board. You have a domain and a content platform – the world needs to know your opinions about your industry and anything else that rolls off the top of your head, gosh darn it.

Mistakes number two and three.

If you have fallen prey to these easy blunders, it’s time to get your head back in the game – the content marketing game. The above methods will not win you any ROI, so what will?

The online writing gods require certain things from you if you expect to get anywhere with your search rankings and traffic.

Follow these 10 commandments of online writing and you’ll get leaps and bounds closer to the ROI you need and want for your hard work.

The 10 Commandments of ROI-Worthy Online Writing

1. Thou Shalt Write for Humans, Not Search Engines

Yes, online writing needs to be optimized for search engines – but it needs to be written for humans.

If the people in your audience aren’t top-of-mind every single time you sit down to write, you’re breaking the most basic commandment of web content creation.

It’s really just simple logic: If you want to reach your target users, you must write for them. The rest should fall into place.

Why is this true?

David Risley for Search Engine Journal puts it like this, and he’s spot-on:

“If your focus is on helping, provoking or inspiring your reader, search will more or less take care of itself.”

  • That means you’re not adding keywords wherever you can, or sneaking them in where they don’t belong. 
  • It means you’re not wondering “How can I make this more search-friendly?” while you’re writing. 
  • It means you’re setting out to write content that answers human questions or solves human problems.
  • It means you’re striving to be informative, helpful, and logical.

Ironically, if you set out to write for search engines above all instead of humans, you’re going to get burned. Don’t do it.

2. Thou Shalt Use Keywords Strategically

Keywords – those magic words and phrases that search engines glom onto. If you use them correctly, you’ll probably look like this:

Without the strategic use of keywords, though, you’re going to be like the kid sitting alone in a crowded cafeteria. No one is going to join you at your content table and partake in your content feast.

Keywords are the little flags that let search engines understand your content and index it. Unless you use them strategically, you won’t draw the organic traffic that can be so vital to leads and conversions.

3. Thou Shalt Not Neglect Thy Meta Data

Metas, A.K.A. meta titles and meta descriptions, may seem inconsequential to your overall content strategy, but you’d be a fool to ignore them or gloss over their importance.

Here’s a big reason why they matter: They can encourage more click-throughs for your content in search results. This is because search engine results consist of nothing BUT metas:

Writing strong metas can persuade users to click. That’s powerful – ignore them at your peril.

4. Thou Shalt Proofread and Edit Thy Online Writing

Look at the two short paragraphs below. Which one looks more credible, trustworthy, and professional? Which one is easier to read and understand?

Proofreading your work and taking the time to edit is just one part of producing high-quality content. Neglect these steps, and you’ll not only hurt your chances of ranking – you’ll also inhibit your audience’s ability to understand you.

5. Thou Shalt Not Forget Thy Audience Niche

Speaking of your audience, are you remembering their specific needs, wants, desires, and preferences at all times while you write?

It’s easy to fall into the trap of writing what you think they want to hear versus what they actually want to hear. As a result, the content you write will be less relevant to them. This is something search engines will pick up on.

Avoid this by conducting regular target audience research, referring to your personas often, and writing directly to them in your content, like you’re having a conversation.

6. Thou Shalt Research Thy Online Writing Topics

For better content and online writing, research matters. A LOT.

To be blunt, making claims without backing them up with facts, data, studies, and sources destroys your authority and credibility.

Everyone’s knowledge depends on everyone else’s knowledge. When you add research to your online writing, you’re participating in this public conversation and showing you did your homework to come to your conclusions. You’re proving the accuracy of your work.

Even more importantly, you’re giving credit where it’s due and avoiding plagiarism. These things are huge online, where it’s incredibly easy to steal content.

7. Thou Shalt Publish Regularly

The most successful online writing, the kind that builds authority for a site and grows its search rankings, is published consistently, on the regular.

Google is hungry. It wants fresh helpings of your content on a constant basis. It doesn’t like stuff that’s stale, outdated, or served sporadically.

Read this Moz article about how content freshness affects Google rankings to learn more.

(Hint: The stuff you posted two weeks ago is decaying!)

Figure out the posting frequency that works for you to keep your content fresh, then stick to it. Your writing and content will benefit.

8. Thou Shalt Link Judiciously

Along with freshness, successful online writing also requires some juice to help build its clout in the SERPs.

To be more specific, it needs some link juice.

Link juice does a few things:

  • It helps search engines crawl your site
  • It helps your audience navigate/browse your pages
  • It adds value to your content

This includes smart internal linking within your written content. What do I mean by that?

  • Deep-link to relevant pages within your site in your content. Include links to older blog posts and pages that can’t be reached from your homepage.
  • Don’t link to pages randomly. Make sure they always help the user in some way.
  • Create the anchor text for your links on relevant keywords. Mix it up – do NOT use the same word or phrase to link to a specific page over and over.

9. Thou Shalt Not Write in Third Person

Unless you’re a bonafide academic who writes formal, scholarly articles, you should never use the third person in your online writing.

I repeat: Never.

In content marketing, the third person voice is a death sentence for your written content. Why?

  • It’s too formal.
  • It’s too stiff.
  • It’s harder to read.
  • It doesn’t talk directly to your reader/audience.

If you’re worried about sounding unprofessional in your writing, guess what? You can still maintain your clout and authority by writing in the second person (directly addressing the reader as “you”).

Want proof? Look at one of the most respected sites in the industry: Content Marketing Institute. All of their articles and posts are written in the second person.

Need I say more?

10. Thou Shalt Not Give Up Too Soon

If your online writing is going nowhere, you may be tempted to throw up your hands and quit.

In content marketing, this is probably the biggest mistake you can ever make.

The truth is, you’ll only get better (and see results) if you keep on keepin’ on. 

Writing requires practice, just like any other skill. Writing online, in fact, takes a particular skill set that you can only develop and hone with practice, patience, and more practice.

As you keep working at it, pretty soon…

  • Researching and using keywords strategically in your writing will get easier
  • Your writing voice and perspective will flow more naturally
  • You’ll find it easier to keep up with online writing musts, like interlinking and posting regularly, because you’ll see exactly how they work
  • You’ll set up routines, strategies, and workflows that succeed in your lifestyle and writing style
  • You’ll start seeing results like higher search engine rankings, more organic traffic, more leads, and more conversions – it’s proven!

Copyblogger sums it up perfectly in their article about why content marketing is a long game:

Your writing is nurturing leads over years, not minutes, hours, or days. 

It’s a long-term game, and those with the patience to stick with it will succeed.

Keep working on your online writing, keep honing your content marketing, and you’ll soon begin finding pots of gold.

Google Pirate Hits the Web

Argh, me mateys! There be fewer torrents ahead!

Who doesn’t love pirates? Google, and those of us who take pride in our creations from movies to music to content. We’re not talking about spunky and sometimes spooky fantastical characters. We’re talking about real, live cyber pirates who hand users illegal versions of programs, movies, music, and more. We’re talking about repeated copyright infringers, the thieves who make off with our content and spread it about the Internet. According to a recent Torrentfreak report, the latest Google Pirate update has had a noticeable impact on many torrent sites.

Most of us have heard of torrent sites, but unless we’re big downloaders, we probably don’t know much about them. A BitTorrent is a protocol for peer-to-peer file sharing. BitTorrent protocol distributes huge amounts of data over the Internet. Torrent files can be anything from legally sharable software, like OpenOffice, to highly illegal shares, like cracked copies of Adobe Photoshop or pirated movies and music.

Google’s Pirate Isn’t Torrent Friendly

According to Searchmetrics, Google has been repeatedly criticized for “not doing enough against Piracy.” The nature of the Internet makes it next to impossible to police the proverbial waters effectively. It’s been argued that there’s no proven means of halting piracy on the high cyber seas, but Google’s Pirate update appears to be a step in the right direction.

Since the update released at the end of October, popular “pirate” sites—BitTorrent and torrent sites—have seen massive drops in search traffic. It appears that the search engine giant is “policing” the high seas by deterring search traffic from locating these sites in the first place. Search Engine Land’s coverage of the update included the following screen shot of the SEO visibility for the site torrentz.edu:

google-pirate

Image Credit: SearchEngineLand.com

According to Wikipedia, as of 2009 peer-to-peer torrent websites collectively accounted for an estimated 43 to 70 percent of all Internet traffic, depending on geographic location. Jump to February 2013, and these websites are suddenly responsible for 3.35 percent of all worldwide bandwidth. This is more than half of the 6 percent total bandwidth dedicated to file sharing.

There’s no denying that the distribution of pirated material has grown rampant. One might argue that it is virtually out of control. And it’s not just torrent sites that are the problem. Any site can be guilty of stealing content. Some event claim stolen content as their own. The Internet is so massive that it’s almost impossible for copyright holders to track down and report all offenders, but the incentive to do so just grew.

Whom It Affects

Google’s Pirate Update 2 works much like Panda and Penguin. Leveraging the data and queries collected by the first Pirate update from two years ago, Google’s new and improved swashbuckler is smarter than ever. You might say this buccaneer is sat proudly in the crow’s nest, actively on the lookout for copyright infringements. Any site where it spots a violation receives a huge drop in rankings. In some cases, sites are completely removed from search results.

But Google’s not just spotting and dropping copyright infringing sites. The king of the cyber seas is applying real, verified complaints and reports to the algorithm. Any site with a filed report through Google’s DMCA system will be the recipient of a sizable drop in rankings. The site risks immediate removal from the SERPs.

According to Searchmetric’s analysis, affected site are not receiving a mere slap on the wrist. You might say these sites are being made to walk the plank. Some have seen a 98 percent loss in SEO visibility, which is enormous. So far, it’s been unauthorized television and movie sites, peer-to-peer torrent sites, and various free download websites that have taken massive hits.

Are You in the Bullseye?

The good news, at least for most of us, is that Google’s Pirate is on a precise crusade. It seeks to spot and slash piracy websites. The current reports indicate that only mass download websites and those blatantly guilty of copyright infringement are being hit. It’s been about two weeks, and we haven’t seen any indication that there are bystander casualties.

Chances are you’re not in the Pirate’s bullseye. However, there’s certainly nothing wrong with making sure that you’re not ever skirting the outer edge. After all, the websites hit by the swashbuckler are getting hit hard. Your goal should be to hold to best practices:

  • Give credit where credit is due. Did you see the image credit earlier in this blog? You’ve probably noticed similar credits throughout numerous posts. It’s called giving credit where credit is due. When you “borrow” or share content, always give credit. It’s also smart to review the source. Read their terms and conditions. Confirm they are okay with their content being shared. See if they request a specific credit.
  • When it doubt, cut it out. If you can’t verify the source of any type of content, don’t display it. If you verify the source, but they state their content is not to be reproduced in any manner, don’t reproduce it. If they are okay with reproduction, but it comes with an express permission clause, contact them for permission. If there is even a sliver of doubt, cut it out! Don’t share or reproduce the content, even with a credit.
  • Observe the golden rule. Do unto others as you would have done to you. It’s solid advice for anyone, anywhere, any time. You wouldn’t want your content from words to images stolen. Don’t steal others. Instead, do everything in your power to promote a piracy free Cyber Sea.

The best way to avoid the Pirate’s wrath is to avoid copyright infringement. Google is continuously improving their algorithms. We’ve seen the results in updates to Panda and Penguin. Spammy, low quality websites are being steadily weeded out of search results. As a stauncher stand on Internet piracy is taken, we can expect to see future updates to the algorithm. Keep your nose clean of copyright infringement; avoid distributing media and content without permission and credit, and you should be clear to keep sailing the cyber seas.

Feature photo credit RT.com

The Art of SEO Copywriting: Tricks of the Trade

Copywriting is a skill, no question.

When it’s mastered down to a science, it can drive readers and prospects to take action that is profitable for businesses.

But, at its heart, copywriting is also an art.

Here’s how Copyblogger defines it:

In many ways, the art of SEO copywriting is the art of written persuasion PLUS the science of search engine optimization.

Optimized copy is simply copy that people can find through online search. The “art” comes in when people read that copy and are moved to act.

It’s a one-two punch that can take a business everywhere.

So, how do you nail both the art side and the science side?

Let’s dig in and explore.

art of seo copywriting

Nailing the Art of SEO Copywriting: 3 Tips

1. Follow the Famous Saying: “The more you tell, the more you sell.”

Famed ad man David Ogilvy advised copywriters to write more, not less, to convince customers to act.

Dr. Charles Edwards is responsible for saying “The more facts you tell, the more you sell,” but Ogilvy is the one who made it famous.

Why is it true?

Because you, as the copywriter, have a single chance to convince your prospect – when your copy is laid out in front of them.

If you put all your cards on the table, the customer will become better-informed, will feel smarter about the product/service, and thus will come to a decision more easily.

So, always remember to list those benefits, go into detail, and really give the prospect all the information they need. This will help them feel ready for the action you’re trying to pull from them.

Do not, however, confuse giving more information with being wordy or redundant.

(Do not be like Ron Swanson with his typewriter.)

Keep your copy concise, but provide plenty of facts and benefits.

2. Light Up Their Imagination with Stories

If you’re a writer, you’re a storyteller.

You can and should use that skill in your copy to help persuade and convince your prospects.

It works because:

For a great example of storytelling in copywriting, look to Modcloth, the women’s fashion retailer.

In each of their product descriptions, they tell a mini-story about the item in question to help their readers imagine what it would be like to own and wear it. The story also makes the item memorable.

Here’s a story about a bright yellow raincoat, which Modcloth has us imagining wearing during rainy commutes or “misty midnight jaunts”:

Here’s another about a breezy wedding dress, which the retailer wants us to imagine ourselves wearing right at that pivotal moment before the ceremony begins:

As you can see, stories are powerful. They make emotional connections between your reader and the product/service you’re trying to sell.

When you use stories in your copy, your readers will look like this:

Which will make them want to do this:

Or this:

Via Envato

Which, in the end, will make them feel like this:

3. Relate to the Reader

The road to brilliant copy must always curve back to the reader.

To do this, first, you have to know who your reader is. Then, address them in your writing with these principles:

  • Use second person voice. The reader is “you,” not “he” or “she.”
  • Pretend you’re having a conversation with them. This becomes far more interesting and engaging when you’re writing for a specific target audience member. For example, how would you strike up a conversation with a middle-aged stay-at-home mom versus a millennial entrepreneur?
  • Put yourself in your reader’s shoes and approach your copy from their point of view.
  • Never for one moment forget who you’re talking to – each facet of your copy should speak to your target reader.

Finessing the Science of SEO Copywriting: 3 Tricks

The art of copywriting needs to be bolstered with the science of SEO. Here are some key basics:

1. Optimize for Keywords

If nobody reads your copy, all your work will go to waste.

To make sure it finds an audience, you must optimize it for search by using the right keywords in the right places.

Here are the places your target keyword needs to hog the spotlight:

  • At or near the beginning of your headline/title
  • Once in the first paragraph
  • In at least one of your subheaders
  • Inside your meta description, preferably at the beginning

Before you start inserting keywords into your copy willy-nilly, first remember that you should always use them naturally. This means if your copy sounds robotic and not like normal human speech, you need to rethink it.

For example, say I wanted to optimize my copy for the keyword “fiction books dogs”.

I would not want to write something like this:

Fiction books dogs are compelling – who doesn’t want to read about man’s best friend?

Instead, you need to make sure your keyword fits seamlessly into your copy. The reader shouldn’t even know it’s there:

Fiction books about dogs are compelling because dogs are man’s best friend.

Note how we inserted the conjunction “about” to help make the keyword mesh with normal English.

For funny-looking keywords, little grammar modifications like this can help in a pinch.

Feel free to use helper words like and, but, or, about, with, at, etc. within your keyword phrases – Google will ignore them and understand that you’re going for “fiction books dogs” rather than “fiction books about dogs.”

For example, the listing below is ranking for “fiction books dogs” even though it has a helper word (“for”) sandwiched in it:

2. Make Your Copy/Content Really Good

You would think good copy is a relative idea, but it’s not.

No matter where you look, all good copy has some key features in common. These are essential for SEO and ranking well.

According to Search Engine Journal, good copy is:

  • Helpful and useful. It keys into user search intent and aims to answer the questions they’re actually asking. Keyword research helps you discover and target what that is.
  • Inspiring, educational, or entertaining – or a combination of two, or even all three of these.
  • Relevant to your brand. For instance, if you sell beauty products, you shouldn’t write about mountain bike racing, or vice-versa.
  • Written for your target audience, not your peers. The language you use is tailored to your specific audience and avoids niche terms or specific, expert vocabulary they won’t understand.
  • Factually accurate. You always strive to provide the best information that’s up-to-date, backed up by reputed sources.

Content quality is a major, if not THE major ranking factor you must observe if you want to hit page one. Your writing must be superb in all of the above ways if you expect to win ROI.

3. Write for Readability First, Search Engines Second

Neil Patel gives us an example of a headline that’s optimized for readers first, search engines second. He contrasts it with a headline that’s only optimized for search engines (“SEO-friendly, but not clickable”):

See the difference? One is enticing, informative, and relevant for humans – who doesn’t want to save money? The other is impersonal, topical, and… not much else. Search engine crawlers will love it, but humans will not.

The lesson here is to always write for your human reader, first. Never write just for the search robots – it will be noticeable. Plus, real people will ignore your copy in favor of writing that speaks to human needs better.

Master the Science and Art of SEO Copywriting for Better ROI and to Inspire Wonder

When science and art converge, something magical happens.

The intersection of these two seemingly opposite disciplines results in wonder, especially when they intertwine in your copy.

At its core, the art of SEO copywriting is a delicate balance between optimization and persuasion.

Nail them both, and your copy will be unstoppable.

Tired of trying to master the art of SEO copywriting? Quit stressing over it! Our team is here to help you out. Learn more about our services in the Content Shop.

seo copywriting services

Why SEO Copywriting Services Are Essential To Your Internet Marketing

Today, it’s impossible to have a good digital strategy without one crucial thing: SEO.

SEO or search engine optimization is the cornerstone of highly visible, highly relevant online content. And the best brands know they need great SEO copywriting services to help them climb to the top.

Why, you ask?

Simple: ranking on the web requires a lot more than just having great content.

Think of it this way, even if you made the most beautiful shirt in the world, would you be able to sell it? If you only made one of them, and you didn’t know how to get it to a place where customers could see it — probably not!

Even if your content is outstanding and your brand is reliable, that’s not always enough to rank. Instead, you need the help of a good SEO copywriter to give your content the finishing touch it needs to shoot to the top of the SERPs.

Read on!

Ranking on the web requires a lot more than just having great content. Here are a few reasons why you should look for #SEOcopywriting services. Click To Tweet

copywriting

The Value of SEO Copywriting Services

SEO copywriting combines two things that, unfortunately, most brands aren’t great at: SEO and copywriting. Even if you have a strong team of in-house writers, SEO is a specific industry that takes a lot of time and attention to learn. This means not everyone knows it, and even the people who do don’t always know it well.

This is why it’s so critical to seek help from a professional.

When it’s done right, SEO copywriting services can do the following things for your brand:

  • Boost Your Search Rankings. Great SEO makes your content more visible and will help it claim more prominent spots in the SERPs, which is important since these spots claim the majority of the clicks and attention.
  • Save You Money. If you’ve been relying on paid advertising or paid placements to bag customers, SEO copywriting services can represent a real cost-savings. Instead of taking a “spray and pray” approach, SEO copywriting targets the customers you want to connect with, and gives your content a path to ranking organically.
  • Keep You on the Cutting Edge of Content. Search engines are claiming an increasingly larger market share, so featuring more prominently within them is a very good idea. The easier it is for customers to find your business, locate your content, and have meaningful interactions with your brand, the more sales your company will enjoy.
  • Help You Remain Competitive. If you’re not working on your SEO, but all your customers are, you can bet you’re going to fall behind. Everyone’s doing it nowadays, and you can’t afford to be the last one on the bus.
With #SEOcopywriting services, you can boost your search rankings and save you money at the same time. Know more about its value in this post. Click To Tweet

What Is SEO Content, and Do I Need It for My Business?

A lot of business owners don’t understand why they need SEO copywriting services. This is primarily because these business owners aren’t familiar with the process of search engine optimization, or the effect it can have on online content.

SEO content is copy written with the aim of drawing new visitors to your site.

The more traffic your website gets, the more sales you make and the more authority you earn.

To create effective SEO content, copywriters use a variety of strategies, including placing keywords and phrases throughout the copy, optimizing meta content and images, and formatting the headline so that it’s easy for readers and search engines to understand.

Want to see the portfolio of an SEO copywriting agency? Check out our portfolio of content samples here.

10 Smart Reasons to Hire SEO Copywriting Services

Powerfully written web content can boost your conversions, earn you more customers, and even increase your Google rankings. With that in mind, it’s clear this is one thing that’s too important to ignore. Here are the ten biggest reasons to hire an SEO copywriter:

1. Good Research that Boosts Your Content’s Value

A good SEO copywriter knows how to do research and incorporate it into an article. This is important because links and backlinks are influential ranking factors in the world of SEO, and having links to relevant, reputable third-party sources throughout your content can help it earn higher search rankings.

2. More Compelling Calls to Action

Remember: SEO copywriters are copywriters first, which means they know how to craft a mean CTA. We’ve talked before about why calls-to-action matter, and how creating better ones can help boost your conversions, but did you know that simple SEO tactics, like including keywords and phrases in your linked CTA anchor text can also help your site rank and produce more qualified leads?

An SEO copywriter can deliver all of this and more.

3. Enhanced Page Focus

Unless you have a good understanding of SEO, learning to focus a page can be difficult. Fortunately, SEO copywriters understand exactly how to narrow, target, and position your content so that it ranks most efficiently for your chosen keyword.

4. Better Keyword Research

If you’re targeting crappy, short keywords and phrases and being disappointed by your results, SEO copywriting services can help. While keyword research is a major factor in good SEO, not everyone knows how to do it.

And rightfully so!

It requires the intelligent use of several tools and approaches laypeople don’t have an excuse for knowing! Hire SEO copywriting services, though, and you’ll get solid keyword research that will improve your rankings.

If you’re targeting crappy, short keywords and phrases and being disappointed by your results, SEO copywriting services can help. While keyword research is a major factor in good SEO, not everyone knows how to do it. - @JuliaEMcCoy Click To Tweet

5. Natural Keyword Inclusion

Once you’ve tracked those keywords down, what do you do with them? Do you just stuff them into your copy wherever they fit or do you include them naturally? The answer is, of course, the latter. SEO copywriters will weave keywords into your copy, so readers don’t even notice them, but search engines can rank them.

6. SEO-Friendly Meta Tags and Descriptions

Do you know how to write meta tags and descriptions? Do you even know what they are?

If your answer is “no,” that’s okay! These are the perfect example of difficult yet essential SEO tools that only experienced copywriters know how to handle. Used by search engines to rank and interpret your site, meta content is too important to ignore, but too challenging and specific to farm out to just anyone.

7. Pages that Are the Perfect Length

Did you know that even length plays into the SEO value of your online content? Luckily, SEO copywriters know when to keep content long, when to shorten it up, and which word count limits you can’t go over. For example, good SEOs know that web pages should be about 350 words while blogs rank best if they’re 1,500 words or longer.

8. Simpler Writing

Great SEO copywriters know that keeping it simple is the best bet. While lots of companies tend to over-complicate their writing, a great SEO copywriter will be able to make it approachable and accessible for all audiences, which, in turn, will boost your rankings.

9. Better Landing Pages

Have you ever wanted to create better landing pages? Or, heck, to create landing pages at all? SEO copywriting services can help you do it. Because SEO copywriters know what it takes to develop a great landing page, and understand how to use language, formatting, and offers to drive readers to click, partnering with one can overhaul your conversion rate and make it easier than ever for your pages to go off the charts.

landing page copy cta

10. Skilled Competitor Analysis

SEO copywriters can help you analyze and learn from your competitor’s pages, and develop actionable strategies to outrank them. This is hugely helpful for anyone operating in a crowded industry or looking for smart ways to take advantage of the data surrounding them.

Get Your Message Across with SEO Copywriting Services

If you want your website to have any relevance on the web, then you cannot afford to ignore SEO copywriting services. A search engine optimization (SEO) copywriting service can provide you with a team of professional copywriters who will craft content that provides your customers and clients with crystal-clear, engaging, and concise information.

In addition to the benefits mentioned above, SEO copywriters can also:

Motivate, Initiate Reactions, and Engage Your Readers

In many cases, companies just need a writer and having someone who understands SEO is icing on the cake. Look a little deeper, though, and you’ll see it’s much more than this.

While SEO copywriters are all strong writers, they’re also more efficient writers because they understand how to make their content align with SEO on the first pass. This saves you from having to train them on the job and increases the likelihood that you’ll get engaging, SEO-focused content the first time.

While SEO copywriters are all strong writers, they’re also more efficient writers because they understand how to make their content align with SEO on the first pass. - @JuliaEMcCoy on the value of hiring #SEOcopywriting services Click To Tweet

Summarize Major Selling Points and Deliver a Powerful Closing

SEO copywriters understand that writing great online material involves making it appealing to people and search engines. Because of this, they know to save some of the most vital or juicy information for the end of the copy, so that the content closes with a punch.

Delivering a very powerful closing is as important, if not more important than, crafting a compelling opening. An expert will work hard to make an impression on your target audience, and ensure they don’t walk away and forget who your brand is. This ensures that your customers and clients are always aware of how your brand can help them and what unique benefits your company can offer.

At the end of the day, SEO copywriting services function as a bridge between your goods and your consumers. By optimizing your online content accordingly, and ensuring your written material is doing everything it can to inspire and compel your readers, SEO copywriters work to increase the salience of your brand and make your company unforgettable in the minds of your customers.

While promoting products and services is the goal of a copywriter, he or she is also careful not to lose sight of your target audiences. To put this another way, SEO copywriters are a rare breed, since they understand great copy is about readers and search engines, rather than just one or the other.

When you combine these two priorities, your online copy immediately becomes stronger, and you gain access to a whole new world of online possibilities open only to the most dedicated digital marketers.

SEO copywriters are a rare breed, since they understand great copy is about readers and search engines, rather than just one or the other. - @JuliaEMcCoy on the value of hiring #SEOcopywriting services Click To Tweet

In a Nutshell: Great Copywriting Services Can Help Your Brand Grow Online

If you want your brand to grow, you need to invest in great SEO copywriting services. Whether you’re simply trying to get your brand to rank or working to create a high-profile website with thousands of monthly visitors, the help of a good SEO copywriting service is exactly what it’s going to take to get there.

These teams of skilled, reliable writers put the utmost importance on your copy. Instead of treating your projects like “just tasks or assignments,” these professionals enjoy what they do, and work hard to help their clients achieve their ranking and SEO goals.

While most people understand the importance of great writers to a good company, SEO copywriters take that requirement one step further by providing a seamless bridge between SEO and copywriting services and providing the best of both worlds for your content.

While most people understand the importance of great writers to a good company, SEO copywriters take that requirement one step further by providing a seamless bridge between SEO and copywriting services... - @JuliaEMcCoy Click To Tweet

Hire one of these skilled creators, and it’s unlikely you’ll ever look back. 😉

If you’re looking for the perfect SEO copywriting services for your brand, contact us now to learn how we can help you!

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seo keyword research

How to Research & Prepare Your SEO Keywords for the New Year

According to Search Engine Watch, a leader providing search engine industry analysis, SEO marketing “finally matured in 2013.”

In a single year, over 500 algorithm changes took place, changing the face of search engine optimization forever. In 2014, you’ll need to adapt to change if you expect to hold onto your SERP (search engine results page). In preparation for the New Year, we’ve investigated multiple resources and sorted out the pertinent research that will prepare you for the new word of SEO.

SEO Copywriting Is More Important than Ever

Newbie webmasters and business owners sometimes falsely believe that SEO copywriting is neither useful nor necessary. Such ideas could not be farther from the truth. In fact, we tackled this topic head on in one of our blogs on SEO copywriting. If you doubt for even a nanosecond that optimization for search engine placement is dying, you had better catch up by reading our post!

In 2014, SEO will become more vital than ever. However, it absolutely must be handled correctly, otherwise it will be for naught. And the work you’ve already put into optimization now needs an overhaul, otherwise it’ll be hopelessly outdated and nonfunctional. You want website traffic? You want conversion and sales? You better listen up…

Keywords Matter but They’re Not Almighty

Over the years, opinions and facts about keywords have rapidly changed. At one time, content was bursting at the seams with keyword after keyword, repetitively stuffed in to gain high search engine rankings. Google put the kibosh on this outdated (and frankly, irritating) method of optimization for ranking in favor of quality content. People aren’t robots; they’ve never “crawled” over content and “indexed” it like early model search engine robots. Instead, audiences the globe over have cried out for the chance to read quality content, not sift through incoherent piles of keywords and phrases culminating in an “Order Now” button.

As we wrap up 2013, one of the biggest and most buzzed about changes to SEO keywords is the loss of the Google Keyword tool. Moving forward, what does this mean for you?

A Moment of Silence, Please

Putting the Google Keyword tool to rest is an eventuality almost all of us have been expecting. For those of us neck deep in SEO research, we understand the transforming fact: users want quality content and a great experience above everything else, and Google has heard their voice. Cut the fluff and educate! That’s what consumers want.

Back in 2011, Google started dropping hints to SEO marketers that their models and algorithms were about to change. The Panda, Penguin, and Hummingbird updates pushed an attention shift from the almighty repetitive keyword insertion to content quality and relevancy.

As we step into the new world of 2014, it would be prudent to take a hard look at your SEO campaigns. It’s time to ensure they’re keeping up with the changes. Otherwise, you’ll be pushing campaigns that won’t push business, and that the last thing you want to do. It would mean a complete waste of planning and funds.

SEO Content in 2014

For those of us on the warpath, determined to give our audience of potential customers exactly what they crave, many of the same standards we’ve adopted in the past year are still relevant. For example, we have written on our blog about never sacrificing content quality for rankings. This philosophy is still one of the essential SEO content writing tips and the best policy going into the New Year. In fact, you might say it’s the only policy. Climbing the search engine rankings is about to focus on longer quality content, relevant material and the use of keywords with variations.

As the New Year is ushered in, every business owner and marketing guru will meet the change of dealing with new obstacles. Let’s take a look at 3 of the most monstrous obstacles:

#1: Traditional SEO Methods Won’t Cut It

Remember the days when inserting keywords and variations of those keywords equated to higher SERP rankings? Don’t live in those days because they’re going, going, gone. Mobile searching has taken root, and the almighty Google has made it a point to determine where users are searching from. As a result, SERPs are not static.

Google is also tossing customer opinion into the mix. What customers say about you is going hold more weight than other SEO elements on your page. What does this mean for you?

  • It’s time to see beyond an SEO strategy. You’re going to need a local, national, and international strategy so that searchers from any location have a chance to see you.
  • Local search terms are about to be vital for your local SEO success.
  • Customer testimonials will be more important than ever.

#2: Static is Out

Neither Google nor your market is static. Just because you hold a high search engine ranking today, doesn’t mean you’ll still hold it tomorrow. You have to play defense to keep your rankings high, and you have to expect them to fluctuate throughout the year. What does this mean for you?

  • Ranking competition is fierce. You need a defensive strategy to survive the upcoming competition of 2014.
  • SEO isn’t a one-time deal. It must be maintained and evolve as SEO practices change.
  • If you plan on successfully defending your visibility, traffic and conversions to sales, you need to allocate both money and resources into your budget for 2014. Skimping is out of the question!

#3: Quick Fixes Lead to a Quick Death

The rule of 2014 is to following SEO best practices. Cutting corners and attempting quick fixes—you know, the “I’ll tie up the loose ends later” approach—is something Google will not tolerate. A quick fix would get you quickly banned from Google!

The 2014 SEO Game Plan

Now that your head is reeling from the challenges, let’s talk game plan. It’s time to push a positive spin on the new frontier of SEO. After all, it’s entirely possible you already have plenty of best practices in place:

  • Keywords. Rest assured that keyword research isn’t gone. It is the very foundation of all on-site SEO and will continue to be such. However, keyword use has changed. You want to avoid inserting an awkward keyword, one that stumbles the reader as they read your content. Google is equipped with synonym identification, meaning you can vary your keywords to better match your content. As a result, Google still indexes the content, but your audience is much happier. Be sure each page of content stands for a single topic. Avoid multiple pages covering the same thing, especially if you’re using synonyms to describe the same or similar thoughts.
  • Quality. It’s been the huge SEO topic of 2013. Google wants to make sure we’re replacing fluff with quality stuff. The days of hyping sales are quickly coming to a close, and as a result attention is shifting to producing quality content. This means presenting well written and well formatted material; material that comprehensively covers a topic or issue.
  • Length. We used to shoot for 300 to 500 word blog posts and website copy. We kept it short and usually fluffed it up to cover over keyword insertion. These days are in the past. Readers prefer longer content, and Google is catering to them. In 2014, quality content with a length in the 2,000-word range is going to be preferred. At any rate, word count should never, ever sacrifice quality, as it is you primary concern.
  • Freshness. Fresh content doesn’t need to be ground shatteringly new. Literature and the written word have been around for centuries. Every idea known to mankind has been written about and explored in some manner. Your goal in 2013 should be to make your content fresh. You need to present your business and ideas from a fresh perspective, going outside the norm.
  • Engagement. If your audience is engaged, they’ll stay on the page to read the content. It’s important to gear your content toward your audience. What issues concern them? What problems do they want to solve? How will you assist them with this?

Google’s New Direction

One of the biggest shakeups of 2013 was Google’s move to 100% secure search. This loops back to the death of the Google Keyword tool we discussed earlier. You see, for those of us watching the tool, we saw a steady rise in the appearance of “Keyword (not provided).” As keywords disappeared, we knew sooner or later the tool itself would vanish. But most of us didn’t expect it to happen this soon.

The release of Hummingbird came right around the time of the Google Keyword tool’s death, and this timing was no mere coincidence. Hummingbird zeroed in on marketing with meaning versus sales fluff. As a result, the push for quality content delivering a clear message grew. Keywords became less important. Content quality and relevancy became everything. What does this mean for your website?

Google Webmaster Tools are taking on a newfound importance when trying to make the most of your SEO campaigns because it’s the only source of keyword data. You’ll now be measuring the effectiveness of your page not by performance, but by potential. Therefore, it is absolutely vital to:

  • Know and understand your audience. Who are they? What are they looking for? How does your company fit the bill? How will your audience search for information? SEO success in 2014 involves thinking beyond traffic and revenue. You have to focus on your audience.
  • Optimize for multiple keywords. Google’s synonym technology has grown in leaps and bounds. Your audience knows there’s more than one way to refer to something. Variety is the spice of life, and it should be present into your copy. Readers—potential customers—want to be engaged with diverse, entertaining content, not boring and irritating repetition.
  • Know your competition. Who else is ranked using your keywords? You can bet they’re hungry to defend and advance their SERPs. You need to know your competition and be ready to defend and advance your SERPs.

The Evolution of SEO

Search engine optimization has evolved dramatically, but 2013 was undoubtedly a year of surprising revolution. In order to be successful in 2014, you need to be on board with change. We’re going to make it easy to spot any changes you need to make to your SEO campaigns with a simple comparison of the current do’s and don’ts:

  • Don’t focus completely on keywords. They are only an aspect of search engine optimization.
  • Don’t be a robot. A methodical and mechanical approach to SEO is outdated.
  • Do create quality content. It should be targeted, relevant, and fresh.
  • Do join social media. Think of social media as a digital cocktail party. The who’s who will be there, and that’s where you want your brand to sit.
  • Do focus on building relationships. Your copy and social media should focus on one vital thing to your business: people. Your goal is to reach out and start forging relationships.

As you slide into the New Year, you’re presented with a remarkable business opportunity. The latest changes in search engine optimization in 2013 are pushing businesses to connect with people. A new opportunity to gain a stronger local presence is rapidly approaching.

Social media has taught us that people have a voice, and that a single voice can accomplish remarkable things. In 2014, you have the opportunity to connect with those voices, carry on valuable conversations, and be seen as more than a product or service. You have the unparalleled chance to let your customers see you as a relatable entity, a business sharing their principles and values. As you pour the heart and soul of your business into engaging and moving copy, you’ll accomplish your marketing objects while also building one of the strongest relationships possible with your customer base—a rapport based on trust and loyalty.

Need help with your content? Talk to us today.

seo copywriting 101

SEO Copywriting 101: What’s the Big Deal About?

Are you a newbie Webmaster wondering why SEO copywriting is such a big deal? Let’s start by saying it is a really big deal because almighty Google keeps changing their search algorithm. So what does this exactly mean for you? It simply means that you have to create content that will be appealing to this mother of all search engines.

You should never approach copywriting for SEO as a just a way to get the attention of search engines, it is a very important that you concentrate on writing for people while still employing writing techniques that will make your content easier to find by search engine spiders—pretty genius, huh?

 

What Exactly is SEO Copywriting?

Search Engine Optimization (SEO) copywriting is a technique of creating content for web pages that contain an adequate amount of targeted keywords or key phrases. The keywords should never be overused in the content.

SEO is a process of achieving high ranking for websites in search engines. SEO copywriting also involves optimization for on page content such as including title, Meta description, key phrases, keywords etc. The main aim of SEO is to create content that is completely relevant to the person searching for the content, product or service provided by the website. Sadly, some SEO experts are actually unable to achieve this.

Crafting irrelevant content may have some power to drive a lot of traffic, however, it will not serve the major purpose of Search Engine Optimization. Translation: you’ll be flushing a huge chunk of your SEO campaign money down the toilet because the content is not good enough to convert readers to loyal clients or customers.

For additional resources, check out this article on 10 easy SEO copywriting techniques to use for link building on Moz.com.

 

Advantages of SEO Copywriting

Copywriting for SEO will bring more traffic to your website. It is also a one-time expense in search engine optimization unlike Pay Per Click (PPC) campaigns.

Copywriting for search engine optimization involves creating content that will not only inform visitors, but will also do a great job of converting them to loyal subscribers, customers or clients. A website that can keep visitors well informed is good, but, a website that informs and converts readers to loyal customers or clients? Well, that’s just gravy.

Content that has targeted keywords or key phrases can be embedded in a webpage in order to help Internet surfers find the content that they are looking for. Think about it, what exactly is the point of having a website that no one ever visits?

If you own a small or medium sized business and have a matching domain for it, then it is time for you to take a few steps back and take a long hard look at the big changes copywriting can contribute to the growth of your business. You read it right; SEO copywriting can affect the way your online business grows. There is even an article about scientifically backed copywriting techniques on Copyblogger.com.

 

Five Good Reasons Why You Need Quality SEO Copywriting

  1. It Makes Your Website Look Professional. There is a really good reason why some people make a living off writing quality content. The first good reason for choosing excellent SEO copywriting rather than some silly excuse for web content is that it will make your website look much more professional. Think about it, if you visit a company’s website and the only polite word you can use for the content on the site is abysmal, will you seriously consider doing business with that company?
  2. Google Reads It – Seriously! Gone are the days when all you have to do is stuff a webpage with lots of keywords and Bam! You get to see the page rank high on Google. News flash, Google now takes its sweet time to search for top quality content and choose to rank it high instead of choosing websites with unoriginal content stuffed with keywords.
  3. Make A Great First Impression. If you are a native English speaker, then you know just how hard it is to read horribly written content. Some website content is so badly written that it is painful to read. Your mind will immediately associate that website with horrible written copy—yikes! If you choose to make a great first impression the very first time with well written copy, you will not have to worry about taking back a really bad first impression which often-times is impossible. 
  4. Have Correctly Written Content. The last thing you ever want to worry about is having false claims on your site.  Throwing up any content from a writer whose English is a little off (or way off) could actually translate into bad copy and false claims; two words: Not Good. A reputable professional SEO copywriter will provide you with content that you can post on your site worry-free. You will not have to worry about doing damage control caused by false claims, and the best part is that the content will be a hundred percent original and not plagiarized.
  5. Impress and Retain Customers or Clients. Your site may not be worth a million dollars (yet), but when you clothe it with top quality copy that beautifully describes your products or services and also fascinates your readers, when you have taken your website to a whole new level. Add the advantages of SEO copywriting, and you have thrust your site into a whole new realm.  Believe it or not, quality content makes a big difference in the World Wide Web. If people find the content on your site to be very enlightening, funny or impressive, they will stay longer on your website.  Even better, they may share it with others.

 

With these good reasons in mind, investing your time in order to create quality content or hiring the services of a professional SEO copywriter is cheaper and a lot easier in the long run than allowing your site to get dragged through the mud by badly written copy.

 

seo copywriting traffic driving

SEO Copywriting: The Lean, Mean, Website-Traffic-Driving Machine

Website traffic is an extremely crucial element when it comes to SEO copywriting. It is no secret that the online business environment is highly competitive, hence the reason today’s smart business owners have turned to SEO copywriting services to help them achieve and maintain the high ranking of their website on top search engines like Google, MSN, and Yahoo. Expertly written keyword and key phrase oriented content will help you achieve good ranking on search engines.

 

An increase in website traffic and conversions will result in increased sales of the products or services you offer.

 

Some Businesses Just Don’t Get It

While SEO copywriting services are known to have a great effect on the eventual success or failure of one’s digital marketing strategy, they are most times a completely overlooked sub-niche of the online marketing industry.

Many companies that offer internet marketing services do not have an expert SEO copywriter on staff; this is due to the fact that a lot of small businesses do not have a clue as to the true value an expert SEO copywriter brings to the table. Another reason you do not hear about full-time copywriters being on staff is that the demand for website copy fluctuates greatly.

 

The Biggest Advantage of Employing SEO Copywriting Services: Increased Sales!

Okay, let’s cut straight to the chase, the major reason you hire SEO Copywriting services is so that you can save money and make a lot more money.

A professional SEO copywriter will help you do just that. Basically, you stand a pretty good chance of increasing your conversion rate and making more money when you upload compelling content on your website consistently. The increased exposure, engagement and conversion rate the content generates will help you boost your revenue. Check out Hubspot’s blog on how to optimize your blog’s SEO for best success practices.

 

Should You Have An SEO Copywriter on Staff?

For many small and medium sized companies, having an SEO copywriter on staff may not be financially feasible.  Thus having relationships with trusted freelance SEO copywriting experts is imperative.  For larger businesses, employing an SEO copywriter on staff makes sense, however, freelance SEO copywriting services can provide more than just great copy including:

  • Offer a newer and fresher perspective
  • Renew working relationships by meeting deadlines and coming up with unique style and tone
  • Offer time and cost savings versus going through the hassles of hiring employees (it is important to hire a reliable and trustworthy freelancer)
  • Offer unique or niche experience staff writers may not possess
  • Can quickly come on-board in case of an unplanned busy time

 

Solid Ways SEO Copywriting Services Add Value to Your Business

Boost Search Engine Visibility. Expert SEO copywriting service providers know just how to integrate key phrases and keywords in a way that makes the content readable in the most natural way, while giving your website content good exposure to search engines. There are techniques and expertise that go into doing this and Google is always making changes to their search algorithm. An SEO copywriter pays attention to this so that you do not have to invest time and energy learning it yourself.

Time Saving. As soon as you and your hired SEO copywriter are on the same page, the SEO Copywriter does the work for you.  All the research and writing is in their capable hands.  This saves you time so you can get back to business and life.

Reduces Frustration. Everyone knows that the relationship between an employer and employee is one of superior and subordinate. However, this type of relationship actually contradicts the human nature; every person wants to be independent and free. There may be clashing over creative differences.  When you hire SEO copywriting services, you never have to deal with the hassle factor that usually comes with the typical working relationships. These freelance expert SEO writers know that they have a job to do, and will not waste time trying to impart their own creative desires they have their freedom and do not need to prove anything.

Experts Develop Engaging, Fresh Content that Convert Readers. SEO copywriting experts know that actionable, specific content that offers valuable information to readers is effective in converting readers to clients or customers. Using an active tone, engaging the website visitors and ending with a compelling call to action is the cornerstone of writing good copy.  It is the key to building business.

SEO Experts Also Acts as Consultants. You will not be paying an SEO Copywriting Service to act as a business consultant for your business, but if you choose to retain one for the long term, these experts can easily point out areas your business can make some improvement in customer service or help you find more income streams. Be sure to keep an open mind and ask your copywriter for a periodical feedback.  Your copywriter may just uncover a real gold mine for your business. Check out these SEO copywriting tips from Hubspot and Copyblogger.

 

Knows Effective Copywriting Techniques Such as Headline Writing

There are so many websites, blogs and ads on the internet and each one is clamoring for attention. SEO copywriting experts know how to create headlines that cannot be ignored by those seeking for information in that niche. As a matter of fact 75 percent of creating content focuses more on the developing of compelling headlines. Even horrible content with a really fascinating title is sure to get more clicks than quality content with a lame headline. Other well known techniques for arresting the interest of website visitors include:

  • Making use of white space in order to make content easier to read
  • Using bullet points or numbering strategically in order to demonstrate key points of interest
  • Creating compelling titles and subheads to encourage further reading
  • Using short paragraphs to make the content very easy to read for those who skim through the content.

 

copywriters success

The Top Techniques SEO Copywriters Use to Succeed

Successful SEO copywriters know that having a great headline is their very first conversion opportunity, even though they know that much of their headline display in Google is actually based on pixel width (which is about 470 pixels or thereabout). Many copywriters typically stick to a specific character amount – about 65 to 70 characters – this way, the entire headline will display on Google, Bing and Yahoo.

 

Aside from nailing-down the character count, how exactly do you get your target audience to do the most important thing of all – that is, click on the title?

Here are a couple of valuable tips for increasing the possibility of getting clicks; many successful SEO copywriters use them.

 

Know Your Target Audience Very Well

Every successful Internet marketing plan starts with KNOWING your target audience. The better you know your audience, the more likely you are to create content that addresses their pain points. Content titles aimed at benefits and pain points has a higher chance of making conversions than content created with little understanding. If you choose to outsource to an SEO copywriter, you need to make sure that he or she has a thorough understanding of your target audience and what you want your content to achieve – that is, more conversions!

Think about it, if you produce premium dog or cat food, would you advertise to the dog, the cat or their owners? Advertising to dogs or cats is hilarious, don’t you think? But quite honestly, you are producing these premium products so these pets will consume them, right?

Yes, the dogs and cats are obviously the consumers of your products, but their owners call the shots. What stops a pet owner from feeding their pet(s) table scraps? Before dog and cat foods came along, these lovable domestic animals survived on something.

Because many pet owners care about the health and wellness of their pets – and they don’t perceive table scraps to be healthy food for their pets, this is their pain point.

As a copywriter, you can milk that angle and craft an article that speaks to responsible pet owners everywhere. Well researched and well written SEO copy addresses the pain points of the reader and gets them to take desirable action.

 

Do Not Write Misleading Titles

If you create a title that does not correctly describe the content you crafted, at best you will simply confuse the readers. At worst, you will frustrate the readers to a point where they just make up their mind to leave your webpage and go read the competition’s content. It is very important to remember that honesty and transparency will go a long way to help you succeed. Yes, it may seem that manipulation and exaggeration are effective, but they are only effective over a short period of time. Eventually, deceitful tactics ALWAYS catch up with you.

Believe it or not, but most people cannot stand deceitful headlines; it makes them feel foolish. No one likes to feel foolish (even if they are not exactly the sharpest tool in the box).  Do some research, and you will be able to create fascinating content that matches your amazing headlines, all with your eyes closed.

 

Place Keywords or Keyphrases Near The Beginning of The Content

Many SEO copywriters employ this technique. People typically read from left to right and a large number of people are not always patient enough to read to the very end of the title. Because Google bolds the keywords and the related terms that online users search on, putting the target keywords near the beginning of the headline will improve the chances of getting a click-through to your website.

 

Do Not Be Too Focused on SEO

It is very important to get your target keyword into the content title, but successful SEO copywriters will tell you that after you have done so, you should not be tempted to do any more SEO in the title. Getting one keyword or keyphrase into your headline is hard enough. You are very lucky if you are able to add more than one keyword/keyphrase in the title and still have a headline that does not sound absolutely ridiculous. But if it is possible, then by all means go for it.

 

A good question is, “What if I have a really unusual keyword such as ‘Miami Pool Architects’?” Just do the best that you can, which generally goes something like this:

  • Premium Pool Designs | Miami Pool Architects
  • Pool Architects in Miami | Rogers Design
  • Award-Winning Miami Pool Architects

 

The third title is more likely to get the most clicks, but all three will work from a conversions and SEO perspective.

 

If You Ain’t Got Nothing Else, Use How-Tos and Lists!

Headlines with How-Tos and Lists are known to convert at a really decent rate. If your creative juices are not flowing like they ought to, you can use the How-To and List approach like this:

  • 12 Tips to Get Great Gas Millage
  • How to Erase 10 Years off your Face with a Haircut
  • 5 Great Tips to Lose Weight in 72 Hours

 

Testing, Testing, 1, 2…

Every market has its attractive benefits and its own unique pain points. Like any other area of copywriting, it is important that you keep testing in order to find out what actually works for a particular target audience. Do keep in mind that what could work could be something as inane as bolding certain texts or using street lingo. You should not be afraid to consult editors on your team – every single person possesses a unique perspective, and may be able to help you figure out what works best.

 

Hopefully this post helped you to learn more, and will also help you to achieve higher conversion rates as well!

 

web copywriting blueprint

A Blueprint to Quality Web Copywriting

You may have the most beautiful website design in the whole world, but if you fail to implement good web copywriting—that is, if the content on your website basically sucks—you may not get readers to take the “desired action” after reading the content on your site. When creating content for the web, it is important to understand that the Internet community is a jungle filled with information hunters. Websites that have been designed to convert readers and visitors should have “words crafted to convince;” period.

Believe it or not, web copywriting is an art and there is no software on the face of the planet that can come up with words that can touch the human soul the way an experienced and gifted writer can.
 

What is the Rule of Thumb In Web Copywriting?

Be clear and concise. A large number of Internet users simply scan sites for the information that they are searching for, so you need to create content that is clear and concise. You want readers to easily locate the gist of every paragraph as fast as possible. Fancy words and highly complex sentences are practically useless on the web.  Seriously, why would you want to use a fancy word like “obtuse” when you can simply use “stupid” instead? No one has the time or patience to reach for a dictionary when they read your content. Another important copywriting rule to follow is to make your content easy to read.

 

How Do I Learn the Art of Drawing Readers In?

It is certainly no secret that great web copywriting is a vital online marketing tool for drawing, retaining and turning visitors to loyal customers. But, how do you create content that draws people in? Once you know the secret of drawing readers in with words, you will be way ahead of the competition.

 

Here are some surefire ways to draw readers in:

 

Keep the Copy Short.

Remember, the attention span of an average online user is short, so for Pete’s sake do not babble. Place the “juicy meat” of all your points right at the beginning of your web copy, instead of burying them at the nosebleed section of your webpage. If you interest your target readers up front, they will read the details and stay on your page for much longer, thereby increasing the possibility of buying your product or service or taking desired action that will benefit you in the long run.

 

Get In Style.

Having a unique writing style will not only make your site standout, it will also do a great job of drawing readers in. For a lot of websites, an informal but lively voice is the best way to go; it will help achieve easy readability and simplicity. The online community typically prefers websites that have content written in an informal and conversational style.

 

Know Your Audience.

Who are your target readers? When you know who your target audiences are, then and only then, will you be able to create content that will speak to them.

 

Build an Emotional Connection.

An effective web copywriter strives to connect with readers by making them smile, cry or laugh out loud. The content should strive to make readers feel any emotion besides indifference. Look for a way to connect with your readers the way the competition isn’t. Think about it, why was the Oprah Winfrey show loved so much, by so many people, for over two decades? Her show has a way of connecting with viewers in the most powerful way.

 

Do Not Fake It!

Readers can sense when you are not writing from the heart or trying hard to be what you (or your brand) are not. You need to be true to your voice. It is important to understand that people hate fakes.

 

Wait A Minute, What About SEO?

The 1990s is history and search engine algorithms have become more advanced. Quality web copywriting no longer involves keyword stuffing, but search engine optimization (SEO) is just as vital as ever. Keywords are important to your webpage, but should be included in the title and body of your content in the most natural way. Many copywriters use applications like Google’s Keyword Planner in order to add a little bit of scientific dimension to their God-given intuition.

 

Hyperlinking: How Exactly Does That Work?

Hyperlinking is very important when it comes to creating content for a webpage. A hyperlink is the most convenient way to provide more information and attribution to readers. For instance, if you mention a proven fact in your content, but you do not wish to go into the details, all you need to do is to just link to another article that clearly explains that proven fact. The process of hyperlinking is very simple, you can either write something like “for more details see this research,” or link on the word “research”. Or you can highlight a particular word, which will provide readers with a clue as to what information that link will provide them.  See what Matt Cutts said on links in content marketing.

 

Just ensure that the link is set to open in a new window or tab, this way, the readers will find it easier to get back to your website. Or else, readers could get carried away by the new information they are getting from the other site and even forget that they began their search on your webpage.

 

Direct Readers With a Call to Action 

When it comes to effective web copywriting, your “Call to Action” is the main item you want readers to click on. If you write great content and fail to give readers a directive on what to do next, then congratulations! You have just won the award for “Dumbest Mistake to Make with Your Web Copy.” According to an interesting article on Moz, a lot of webmasters make horrible mistakes when it comes to content marketing—do not be one of them.

Remember to use words that will gently cajole the reader to take action. Stay away from words that commands or bore the reader to tears. Also, ensure that you have loads of fun as well.