The on-page SEO process is essential to ensure the pages of your website get crawled and indexed according to your targeted keywords. In essence, on-page SEO (or "keyword optimization") is the art of using targeted keywords throughout certain areas of a page's content. This will help to ensure that the optimized pages of your website are stored in the appropriate 'search engine decks.' We'll assume that you know your keyword targets and jump right into our lessons for on-page SEO 101.
The page title underscores the primary focus of a page. The content of the page title is what makes up the large blue hyperlink that is displayed in the search results. Page titles are known to have the most weight in establishing keyword relevancy for on-page SEO. For this reason, it's important to write page titles that are both user-centric and keyword-optimized.
Below are some best practices of writing well optimized page titles for SEO:
- Always include your primary keyword target in exact phrase match form for each page. It can also helps to mention the primary keyword as early as possible.
- Keep the length of each page title between 60 and 70 characters. Google will only display so many characters, so keep your titles concise and to the point.
- Make sure that the title for each page throughout the website is unique. Some websites have automatically generated page titles that are duplicated throughout the site. Taking the time to write a unique title for each page is crucial for on-page SEO.
- Ensure the page title accurately describes the content of that page (and is not overly keyword-stuffed.) This gives search engine users a good representation of what the page is about.
Meta descriptions are brief summaries of a page that are shown just below page titles in a search engine results. Like page titles, Meta descriptions are apart of the webpage's mark-up or HTML that is only visible in the back-end. However, they still carry a high degree of importance for SEO and establishing optimal keyword relevancy. Not only do good Meta descriptions include a balance of keywords for SEO, but solid descriptions are informative, value-focused, and typically include some sort of call to action.
Below are a few techniques to keep in mind while writing quality Meta descriptions.
- Include your primary keyword target early in the Meta description. If you have enough room and if it makes sense in the content, you can try using a slight variation of the keyword towards the end.
- Keep your Meta descriptions about one sentence long (perhaps two short sentences). Google and most other search engines will only display about 160 characters of the description.
- Focus on writing creative and compelling Meta descriptions. Include unique verbs and call to action statements, and strive to promote what’s valuable about the page or offering.
The visible, on-page copy or page text is what users will see while visiting your site. The on-page copy is also what spiders crawl after they hit the page title and Meta description. So like the latter two on-page SEO the copy needs to be keyword optimized, yet still very focused on the user. Quality content contributes to greater conversions, so ensure that your copy reads smoothly and expresses value to visitors.
Writing keyword-optimized page text (without sounding redundant) is not an easy task. The process should be a natural flow while making use of your targeted keywords respectively. The keyword here is "natural" - avoid butchering your content just to include a keyword target here and there.
Below are some SEO copywriting tips while producing keyword optimized page copy.
- Reference your primary keyword target a few times in the page copy. Mention your keyword target in first H1 and in the first few sentences of the copy, but again, keep it natural.
- Utilized different kinds of headers in your page copy. That is, group or chunk your copy based on various ideas and concepts, and make use of H1's, H2's, and H3's to separate each topic.
- Strong tag (not bold) instances of keywords in the copy. This tells search engine spiders that a specific word or phrase is a bit more significant.
- Make use of text styling attributes, like italics or underlining, to the copy. Regardless of whether or not your keywords are involved, these styling elements can offer a bit more stimulation for users when reading your copy.
The focus of on-page SEO is to establish keyword relevancy with creative and logical use of specified semantics. Optimizing page titles, Meta descriptions, and page copy is not all that difficult, but practice and experience will go a long way. If you'd like to learn more about on-page SEO, visit the organic search marketing experts in website optimization at www.WebPresenceGroup.net.
About the Author
This article was written by Tyler Tafelsky of Top of Mind, a professional organic SEO company in Traverse City, MI. Tyler is highly engaged in organic search marketing and social media engagement. To learn more, you can connect with Tyler on Google Plus.
Because there is a huge spectrum of SEO companies out there, the spectrum of quality SEO services is vast. That is, some SEO companies are highly effective and do provide a solid ROI; however, most SEO companies completely suck.
If you're curious about how to pinpoint an SEO company that sucks, then this short post is a must-read. Below I define five tell-tale signs that clearly distinguish amateur and avoidable "SEO companies."
Ignorance in Social Media
If an SEO company fails to consider Google+, Twitter, and/or Facebook in its SEO service programs, they won't be around for much longer. Social media sites are having a profound impact on search engine rankings. Without a cohesive SEO strategy that includes social media, its success is short-lived.
Neglects Technical SEO
In addition to optimizing content, or front-end SEO, it's absolutely critical to consider the technical aspects of SEO. Some of the best SEO companies put a high level of focus on aspects like:
- if the site has any broken links or mishandled redirects
- whether or not a site makes proper use proper mark-up language
- the overall fluidity and lack of HTML coding errors of their clients' websites
- whether or not they have complete, error-free sitemaps (both HTML & XML)
- if a site has duplicate content
And that's the just the tip of the iceberg with technical SEO.
Still Thinks Content is King
Not to say content isn't important, but in today's era of SEO, it's no long king. Traffic is the new king. You can create content all day, whether on-site or off-site, but if it's not generating traffic (or rankings that result in traffic,) your efforts are meaningless.
Like I mentioned above, content is indeed important. And any solid SEO company will have a copywriter (or team of copywriters) on staff. Copywriters are key players for SEO in that they massage page copy for keyword relevancy; produce articles, blog posts, and press releases; and help in other aspects the demand a creative writer's touch (e.g. PPC ad copy.)
Doesn't Factor-in Usability & CRO
Some SEO companies will only take responsibility for driving traffic to their clients' websites. However the best SEO companies will factor in usability and CRO (Conversion Rate Optimization) into the overall SEO program. These types of companies truly respect the nature of the search marketing profession and truly care about their clients' investment and overall success.
About the Author
Tyler Tafelsky is lead SEO analyst at Click Centric SEO, a professional ecommerce SEO company that also specializes in social media, content marketing, CRO, and PPC advertising. Tyler has over five years of experience in the SEO profession, and continues to stay abreast the latest changes in Google search.
SEO copywriting is an underrated yet essential aspect of an SEO campaign. By communicating to both website visitors and search engine spiders, it's the SEO copywriter who balances keyword inclusion with quality and compelling page copy.
Well optimized content instructs a spider on how a website should be indexed, and thus its relevancy to select keyword categories. Just as important, quality SEO copywriting has meaning and value to its readers, and thus attributes to more conversions.
Below we make the argument why SEO copywriting must never be overlooked in your SEO program.
1. Web Copy Lays the Foundation
The central goal of a SEO copywriter is to help a website become more relevant on specific keywords. Creating content in this fashion entails more than just a high volume of keyword inclusion. SEO copywriting is an art of acute planning, structuring, and writing.
The SEO copywriting process begins with breaking down a website, and determining the insides pages that are "optimizable" with respect to certain keyword objectives. Those keywords that cannot be optimized internally may be appropriate as new pages to expand upon, or covered through other online mediums.
Page structure is also essential, such as using a balance of header 1's and header 2's, along with strong tagging and cross-linking with perfect anchor text. These minute details go under-appreciated in the SEO profession. But often times, a robust and informative page with 300 words (or more) of well-structured copy will always have an upper hand.
Well researched and well executed copywriting can present a website to the search engines with precise keyword targeting. Just take a gander at the "Keywords" tab in your Google Webmaster Tools. Keyword relevancy via content is the foundation to SEO. As a result, further optimization efforts, such as link building and content marketing, are way more effective.
2. Strong SEO Copywriting Converts Visitors
Unlike well-versed SEO companies that staff in-house copywriters, often times many SEO firms choose to outsource their copywriting are often delivered the "fluff" content. That is, poorly optimized copy that rants on and on - a group of empty sentences that simple state what is and never seem to get very creative or very specific.
The difference between the "fluff" copy and really awesome copy are words that speak to specific audience through the voice of a specific brand. Great SEO copywriters highlight the unique features and benefits, and communicate creatively to the market. They also write with stealth keyword inclusion.
Conversion-driven copywriting is the result of diligent research and brand immersion. This includes learning about the business and its unique selling propositions, as well as exploring the competition and determining the ideal course of action. Before a SEO copywriter starts writing, it is essential he or she understand how competitive, and thus feasible certain keywords targets are. Good copywriters are able assess the overall strength and keyword potential of a website to gauge the plausibility of achieving a high ranking.
3. Title & Meta Description Prowess
The third reason why SEO copywriting is King derives from the Page Title and Meta Description. These critical elements make up the search listing that users see after submitting a keyword query. In short, the Title and Meta Description serve as the ad copy that sells the webpage.
Tailoring an awesome Page Title and Meta Description is a craft. Only 72 characters of the Page Title are displayed in Google's results, so it is vital to respect both keyword inclusion and the essence of the message.
There are no defined rules to writing the ideal Page Title, however the better SEO copywriters will agree that a concise, compelling, and keyword-friendly title is best. Like tailoring a headline for an article, the central purpose of a Page Title is to define the page in few words.
Meta descriptions are just as important because they supplement users with more information about the page and help support a great Page Title. Solid descriptions hint at what the page is about and how the page can benefit its target audience. And with more room to write, SEO copywriters are able to pitch their listing with additional creativity and allure.
4. Double-Stacks Deliver an Impact
Although overlapped into technical SEO, one of the most powerful tools in SEO copywriting is internal cross-linking. Especially for large websites, such as ecommerce stores with multiple product categories, cross-linking relevant webpages can work magic in the search results.
When two highly keyword-relevant pages are cross-linked with the proper anchor text, the results can display a "double-stack" in the search results. This is when to two listings of the same domain are shown together. A double-stack is significant because it doubles your search exposure while reducing that of your competition.
Although double-stacks are somewhat unpredictable, there are a couple of SEO copywriting techniques that help promote such results. Typically, the two pages being cross-linked must be highly relevant to one-another and the website as whole.
Before unleashing your organic SEO campaign, make it priority to ensure that the copy is spot-on. This means choosing the right keyword phrases and including a proper balance of those keywords in the copy. It also means choosing the right help, and not making the mistake of buying fluff content.
If you plan to optimize your own website, take the time to research highly relevant keywords as well as the competitiveness of each. Targeting overly-competitive keywords that simply sound attractive may be a wasted effort.
Lastly, be mindful of your target audience when you construct your content. Always write with a purpose and always write with a direction.
Now more than ever, SEO copywriters must be mindful of the link anchor text they choose. Google is cracking-down on sites that display unnatural anchor text (for both outbound and inbound links.) Even internal links throughout a website should be relatively natural to avoid penalization..
In many cases, SEO copywriters are responsible for site linking and anchor text writing; and only the mindful SEO copywriters will respect the rules of Google Panda and Penguin. The adaptive SEO companies that evolve their core concepts and service principles will thrive.
One concept that should be top of mind for all SEO copywriters is co-occurrence.
Understand Co-occurrence. Re-think On-Page SEO.
Co-occurrence was coined back in 2012 by the grand daddy of Moz.com Rand Fishkin during a Whiteboard Friday presentation. Rand explained the roots of co-occurrence by sharing examples of completely un-optimized websites that ranked highly in Google for competitive keywords. Backlink scans of these websites showed little to no optimized anchor text in the link portfolio.
The reason why these websites rank so highly is co-occurrence - the occurrence of certain (key)words in the text surrounding a link can influence the keyword relevancy of that link.
For example, think of a blog post that mentions the word "auto insurance" several times in one paragraph. There's a completely natural outbound link in the paragraph to another website. Based on the idea of co-occurrence, Google may find the website receiving the link relevant on "auto insurance."
Co-occurrence has create quite a stir among the SEO community. Spanning from local SEO to ecommerce SEO, many different search marketers are being mindful of co-occurrence in their SEO practice.
SEO copywriters in particular need to keep this principal in mind. Rand's compelling evidence makes a strong case about co-occurrence that most definitely influence SEO copywriting best practices.
A solid web design is the basic necessity for any business looking to increase its online exposure. Whether the website of a business functions as a presentation of services, an infomediary, or an online store, an SEO-friendly web design is essential to maximize its marketing potential.
Without SEO, even the most visually-appealing, creative, and content-rich websites will not receive the amount of visitors it deserves. For this reason, SEO-friendly web design is critical during the initial stages of development. Below we underscore some of the crucial steps to creating a good website by using the best practices of SEO-friendly web design.
1. Thorough Keyword Research
Any search engine operates on the basis of indexing and searching keywords present on many different websites. Finding the right keywords for any venture and focusing on them in the content means that the search engines will more easily access the site and then more often present it in their search results.
In this step of the web planning process, everyone must balance out the need to go global with the necessity of staying focused on a clear topic. A very broad website that features many different kinds of content will probably receive less attention from the search engines than a website which targets a clear group of topics.
2. Staying Accessible to Search Engines
Many times, a business will be offered a very dynamic and responsive web design, possibly through the use of Flash programing language. Although Flash offers this option, at the same time it brings many problems to the search engine bots (also called crawlers) which automatically index any new website.
If these find parts of the website inaccessible or unreachable (or even the entire website), they will simply leave it, which defeats the entire purpose of the endeavor. Instead, using regular HTML code, even the newer generations like XHTML, will not provide difficult a challenge for the search bots. Ensure your web design is SEO-friendly for crawlers, before having to either go back to the drawing board, or invest in website optimization services.
3. Being Accessible to the Visitors
In the modern world, only a fraction of visitors to any website come through regular desktop or laptop run browsers. A big portion of search engine queries comes from mobile devices like smartphones or tablets. In the coming years this trend will only continue to grow as more and more people start to use them. A website must be designed so that it takes this fact into consideration, and it should be easily accessible on any of these devices to boost its SEO-friendly web design.
4. Integrating Social Media
A modern SEO process must be aware of the incredible potential of the social networks like Facebook, Twitter, Reddit, Pinterest and many more. A web page which was shared on these networks will also receive a boost in the search engine rankings due to the fact that it is clearly popular amount large number of users. Having an online infrastructure which easily allows sharing, tweeting or pinning is the necessary base for this important segment of any SEO-friendly web design strategy.
5. Incorporating Rich Media Content
A website is not only built from words. Any successful website also includes images, videos, sound files, or any other kind of rich media content. Although search engines cannot listen to podcasts or watch YouTube videos, they can read their titles, alternative text, links, and descriptions. These should be carefully written and they should also follow the same keyword optimization as the rest of the website.
Today, getting recognized and indexed by big search engines like Google, Bing or Yahoo is of paramount importance. By using these guidelines, any website can greatly benefit from a design that is both appealing to the visitors and very SEO friendly to search engines.
An optimized web presence will produce many possible benefits while a weak one will only provide an illusion of owning something which doesn’t fulfill its potential. SEO is one of the key avenues, and a solid web design is the portal.
Schema markup is becoming quite the rage in the SEO community, as it's becoming an integral element to on-page SEO (even SEO copywriters are adopting Schema into their practice. In essence, Schema markup (which is standardized by Google, Yahoo, and Bing) has been developed to better communicate to search engines what the content of a webpage is all about. In turn, search engines can better understand and interpret the semantics of a page's content, more efficiently.
There are a variety of different HTML tags that make up Schema markup. To delve deep into what all the tags, types, properties, and other elements that encompass Schema markup, visit the official site Schema.org. Here you can learn the in's and the out's of how to integrate Schema for better SEO.
Example of SEO-friendly Schema Markup
The basis of Schema markup is the application of div and span tags, in addition to other specific properties that more precisely define the semantics of a page. Below is a general framework of how we might markup an author attribute or profile:
<div itemscope itemtype="http://schema.org/CreativeWork">
<h1 itemprop="about">All About Schema for SEO</h1>
<div itemprop="Author" itemscope itemtype="http://schema.org/Person">
Created by: <span itemprop="name">Billy Bob</span>
Born: <span itemprop="birthdate">December 4, 1986</span>
<span itemprop="keywords">SEO, Schema, Ranking Factor</a>
Although all this content is wrapped in these tags, the front-end appearance of this page will look like:
All About Schema for SEO
Created by: Billy Bob
Born: December 4, 1986
Topic of Article:
Diagram, SEO, Ranking Factor
This is can all seem a bit technical and. So it's important to examine each component in order to see how it works:
Itemscope is a shortcode for determining what sort of a thing you are examining about. It typically accompanies the itemtype shortcode which is for labeling your page/passage with reference to what it is about rather than the search engines relying upon the number and position of your catchphrases. In this case, we utilized the itemtype "CreativeWork" on the grounds that my web journal section falls under that class.
Itemprop is a shortcode for distinguishing the properties of that which you have determined an itemtype for. For instance in this code, I recognized what the properties of itemtype Creativework is about utilizing the itemprop="about". In English, we're telling the web index that this page is about CreativeWork and its regarding "All About Schema for SEO."
You could see a few itemprop codes inside this short set of words in light of the fact that we attempted to determine the properties the majority of the itemtypes to the extent that we could. We figured this may have a positive effect on web indexes. The more particular, the better. It's likewise more work. You can have countless itemtypes, itemscopes and itemprops.
Start Using Schema to Improve SEO
Schema can be integrated on online store product pages for better ecommerce SEO, as well as small businesses website for local SEO. The possibilities are quite limitless in apply Schema markup to your SEO practice.
Have you been using Schema markup for SEO? Have you noticed any positive changes in your keyword rankings?
Let us know in the comments section below!
SEO undoubtedly happens to be one of the most effective online marketing strategies, which can enable you to earn top rankings with search engines, enhance your website’s visibility, and more to the point drive traffic to it.
However, unlike what some individuals may like to think, this process isn’t static and what might have worked yesterday might not work today. This has unfortunately led quite a number of webmasters to get penalties for going around search engine optimization the wrong way.
The following are 10 SEO copywriting tips for flawless on-page optimization. These website optimization tips that will not only help land your company's website top rankings, but also drive help to drive quality traffic to your website.
1. Utilize related keyword, grammatical variations and synonyms
For those who might perhaps be not in the know, Google and most other major search engines use what is known as latent semantic indexing (LSI) approach to effectually associate search results with a user’s objectives. This definitely means that by providing alternative or closely related keywords to your main one, you stand a higher chance of landing improved SERPs rankings. This technique also enables you to cast your net wider ensuring that you can easily engage a much broader target audience.
2. Provide solutions to your prospects problems
Most browsers are always on the lookout for products and services that offer viable solutions for their distinct needs and preferences. By taking the initiative to create content that dwells on the provision of credible answers to all the conceivable queries your prospects might have. As well as elaborating on the various facets of your given niche, you can effortlessly earn top rankings and heightening your site’s visibility. This naturally drives more traffic to it, which you can convert into leads.
3. Write lengthy, in-depth quality content
It has been firmly proven that the average web pages ranking on Google’s first SERP usually goes to content that have a word count of more than 2,000. Additionally, in-depth content in most cases than not, receives more shares and link than short, ambiguous content. So it is a shrewd SEO tactic to create content that comprehensively addresses a given topic and offers valuable information to your readers. This can go a long way in cementing your credibility as a "thought leader" in your niche and of course improve your ranking.
4. Focus on getting more shares and links to your content
The more shares your articles receive, the more they will be referred on authoritative websites (more quality links). This is one of the metrics Google and other search engines use to evaluate the relevance of a website’s content. Focus on writing exquisite content that is guaranteed to get shared on all the platforms that matter. This includes authoritative blogs, industry bigwigs sites, newsletters and of course the popular social media networks such as Facebook, Twitter, Google+, Linkedin and so on.
5. Write your content for humans, while still optimizing for search engine "bots"
SEO is a 2-pronged strategy that is geared to spark the interest of potential prospects while also earning credibility with search engines. It can sometimes be very difficult to strike the ideal balance between these two goals. However, at all times always try to create high quality content with natural keyword integration that will effortlessly engage your audience and at the same time earn you top rankings with proper on-page optimization.
6. Pay closer attention to your web pages title tags and meta descriptions
Title tags and snippets (meta descriptions) are the first things Google considers when it comes to indexing web pages. The combination of these two are the first information users see on SERPs. It is consequently extremely important to pay a lot of attention when crafting title tags and snippet, especially keyword integration. This will ensure more people click on your web pages. As most well-informed individuals might readily know click-through-rates (CTRs) are still a significant factor in search engine rankings.
7. Utilize long tail phrases
Long tail keywords have a substantially smaller search volume, but usually draw more focused leads that you can effortlessly convert and even close. If you're SEO niche is highly competitive, then opting for less competitive, highly unique long tails is the way to go. And even if your SEO strategy is targeting short-tail keywords, you can still capture search engine exposure by creatively implementing long-tails in the copy and establishing keyword relevancy on these longer terms.
8. Avoid keyword stuffing, seriously
This happens to be a perennial SEO problem, and to effectually address it, Google and all major search engines continually make algorithms that are designed to weed out content that they deem to try ranking manipulation. As a rule integrate keywords naturally with your SEO copywriting and avoid excessive repetition.
Google deems overly optimized links as a positive sign of ranking manipulation, which can lead to penalties. Try to keep your web pages URLs as natural as possible. Use naked, branded URLS and long-tailed phrases. This is critical for proficient SEO and website optimization in today's day in age, as many companies are getting penalized and losing their search engine visibility entirely, which can cripple a company.
10. Make use of Google+
Google+ is destined to play a crucial factor in SEO, and functionalities like author rank will enable Google to associate ranking factors to individual authors, not only the websites that host content. It is prudent to ride with this wave. Setup a Google+ profile, include appropriate authorship markup, claim ownership over all content you post, begin to build author rank as well as become active in your circles. Dong this will in no time earn credibility for all your content regardless of where they are posted.
Stay tuned on our organic SEO blog to learn more great tips for SEO copywriting and website optimization.
A plastic surgeon can be a very highly technical worker who will place a strong focus on many important aspects of a patient's body. It only makes sense that such a person has a website that is designed with care.
Plastic surgeon SEO practices will especially have to work with care, not only make someone easy to find online but also more appealing. Copywriting is one part of a plastic surgeon's SEO work that needs to be managed with care.
Everything Must Be Explained With Care
All of the terms that will be discussed and posted in a copywriting project will need to be covered and understood with care. In particular, the copywriting process must work with the following points:
- Any words that might be confusing to people who are expected to read the copywriting result will have to be discussed and explained as well as possible.
- Surgeon SEO projects must be done by people who understand the many terms that come within the field. A writer needs to understand this in order to have a much easier time with writing something of use.
- The SEO copywriter also has to organize all the content in different sections on the different types of procedures that a surgeon can manage.
SEO for Surgeons Should Be Very Organized
Everything that is involved in the surgeon SEO practice must also be organized with a sensible solution that is very easy to manage. As advocated by surgeon SEO firm, OptimizedSurgeons.com, plastic surgeon SEO practices may work well if the copywriting process is explained with care and is easy to figure out.
The surgeon SEO process must be done with organization as a means of making a site easier to spot on a search engine. This organic SEO practice for surgeons can include a few smart aspects relating to the following features:
- Points on how surgical procedures are carried may be explained to enhance the plastic surgeons SEO campaign.
- Information on how the recovery process and how follow-up appointments work may also be profiled in any surgeon SEO campaign as it offers value to visitors.
- It's best to cover points on the initial visits that patients have too. This is to give people ideas on how different procedures are planned based on one's specific requirements.
The ways how surgeon SEO copywriting processes are to be used by a plastic surgeon for one's website will be important to explore. A good copywriting process is important as it will ensure that it will not be all that tough for anyone to understand the benefits that come with getting in touch with a surgeon like this. After all, the SEO copywriting work that is being done here is to be made in the voice of the professional who is offering certain services to patients.
Writing SEO-friendly page copy can be a creative challenge for ecommerce, but it can also be a fun challenge for some copywriters. Because many poorly-optimized ecommerce sites use product manufacturer copy that's duplicated on many other related sites, the SEO value of their pages is weak. Very weak.
This where the skills of a creative and professional SEO copywriter come into play. This mission behind this professional is to scribe inspiring content that motivates users to take action. In most cases of ecommerce SEO, the desire action is to buy something.
So in this quick post, we're going to fire-off a few conversion-driven SEO copywriting tips that are designed to help ecommerce sites realize greater sales (and of course, greater rankings.) As a result, you're strategy can emphasize conversion-driven SEO that actually generates sales.
We love the word "resonate." As an SEO copywriter (in any context) it's paramount that your writing voice matches that of ecommerce brand. Parallel, your writing voice must also resonate with the target market, which is often related to the ecommerce brand.
A good example of this is backcountry.com. The product description copy that they produce is not only unique, but's entertaining. For instance, take a gander the product description copy for backcoutry's Arc'teryx Sidewinder SV Jacket:
Not that's creative copy, and only about 30% of what's actually on the page. Clearly backcountry.com has a nice budget for SEO and copywriting services.
You don't need to be an expert in consumer behavior psychology to understand the emotional appeal that goes into shopping online. You just need to have a bit of empathy and understand the feelings behind a consumer's purchase. This is often best achieved by asking yourself a few questions:
- Is the product I am writing for a NEED or a WANT?
- How does (or will) a consumer identify with the product?
- Is greater status achieved when the product is acquired?
- Does the product provide personal solution?
- Does owing the product impact an individuals personality or outlook on life, love, and happiness?
Stoking the emotions takes going deep. But when done successfully, your ecommerce SEO-friendly copy can be the captivating message that translates into more sales.
Portray "The Goods"
You can write copy that sounds poetic and beautiful, but if it doesn't portray the product's features and benefits ("The Goods,") then it will miss the mark. This where you become more of an ecommerce SEO marketer than a creative.
Showcasing the product specifications, primary features, and benefits is essential when writing ecommerce SEO copy. Bulleted lists are a great way to achieve this. Additionally, use of tables can make conveying such information a bit more organized and easy to absorb. People want to know if the product is going to fit, so don't leave this important element out of the mix.
Are you savvy SEO copywriting with a few pointers to share? We'd love to hear your input about writing conversion-focused content for ecommerce sites. Let us know in the comments below.
Content marketing is an effective communication strategy that involves the creation, sharing and publishing of content, for the primary purpose of increasing a brand's visibility as well as to build a brand's reputation and web presence.
When done correctly, content marketing can lead to an influx of high-quality inbound links as well as an increase in organic traffic as well. Let's take a look at how content marketing can help to increase organic traffic and some tips to utilize when it comes to formulating an effective content marketing strategy.
Said in simple terms, once you understand what the key components of content marketing are, you will be able to see how it can help to increase organic traffic. You can also leverage content marketing to support various aspects of your SEO strategy, social media marketing efforts, and the optimization of your web presence. Therefore, let's take a look at 5 basic steps that an ideal strategy should consist of.
1) Create An Audience Persona
The first thing you need to do is to create your audience personas. This is due to the fact that your content needs to be about things that your ideal audience would love to learn about. As such, before you even contemplate the possibility of creating your content, you need to figure out who you target buyers or audience is. Basically, what kind of person do you want to read your content?
2) Define Your Personas' Common Search Terms
Once you have created your buyer persona, or in essence have gained a good perspective of the type of people that you want to read your content, you need to create a SEO-focused keyword list that is based off your audience's common search terms. Why? Because optimization of your content (or SEO) is how you get organic traffic from content marking. A good rule to remember is this:
- Your target demographic searches for something.
- You create content for which your target demographic is searching.
- With SEO best practice, you brand can get more organic traffic.
3) Determine the Type of Content That Your Persona/Audience Loves The Most
Once you have determined some good topics for content that you can create that relates to your audience's most common search terms, you need to determine the best type of content to utilize to increase engagement. Remember, the type of content that you create should be based off the needs of your audience.
Meaning that, if your audience performs search terms that are related to installing a laptop hard drive, an article may not suffice, but rather a video. Alternatively, if your audience wants to learn about 20 different ways to increase their productivity, they may find an article that they can go back and re-read, to be more valuable than a video.
When it comes to determining the ideal type of content that you should be focusing on, some of the questions you should keep in mind, include:
- What is your audience search for through Google?
- What is your audience's intent behind their searches?
- What are the problems that they are trying to solve?
- Which type of content would encourage them to either, click, stop or consume?
4) Develop A Personality That's Attractive To Your Audience
Every successful brand has their own unique personality and style. If you think about it for a second, you more than likely gravitate towards people who are like you. In the same breath, people will gravitate towards brands, that portray a personality or style of their own.
As such, not only do you need to figure out what your audience needs, you need to figure out how they like it styled. This takes some content marketing creativity but will ultimately help shape your voice and tone in your work.
5) Demonstrate Some Consistency In Your posting Frequency
At this point, you have gained some perspective on who your audience is, what they want and how they are going to receive it. Now, you need to figure out how often this is going to happen. Some tips to consider when it comes to doing just that, include:
- Take a look at "Curata's Content Marketing Pyramid," it can give you some great insight as to how frequently you should be posting, based on your content type.
- Determine how frequently you should be posting based on your audience's behavior, i.e. when are they the most active?
- Create a calendar and schedule your posting.