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Posts Tagged ‘Content Writing’

The Art of Good Copywriting

Posted on: June 9th, 2013 by admin

As we covered in an earlier article, the importance of SEO of the title of your web pages shouldn’t be underestimated – and nor should it be overlooked for the content of your web pages either. However, it’s also really important to maintain the quality of your copywriting as well as optimising the content for searches. No-one enjoys reading an article that doesn’t flow smoothly and has clearly been written for a robot. There is also suggestion that Google prefers natural content anyway, rather than content that has obviously been search engine optimised.

One element of good copywriting is keyword density. It is a common mistake to think that cramming as many keywords into your content as possible will improve your favour with Google – not only is this not entirely true, as you can imagine it doesn’t make for a scintillating read either! Yes, it is still important to use relevant keywords in your copy but the best way to do this is to do it naturally. Generally, it is inevitable that when writing naturally about a topic you will use relevant keywords anyway so don’t overdo it.

An alternative to overusing one or two of the same keywords is to think about synonyms and related keywords. Again, don’t overdo it and natural writing will most likely incorporate them anyway but it is something to bear in mind. Search engines use something called Latent Semantic Indexing (LSI) to bring up search results matching the intentions of the person searching. By using synonyms, your copy might have a more natural flow and attract more readers whilst keeping its appeal to Google at the same time.

Another important aspect of good copywriting we haven’t mentioned thus far is your meta-description. This is what prospective readers of your web page will read immediately after your title. Again, as with the main body of copy, get your keywords in here but as naturally as possible. This meta-description combined with your title tags is among the first things Google uses to categorise your individual web page.

Finally, social media is your strongest tool to publicise you web page. Google+, Facebook, Twitter, LinkedIn and others like them all provide opportunities for shares, links and more traffic. More on social media management next time!

Is good copywriting all about the title?

Posted on: May 25th, 2013 by admin

With the hundreds and thousands of articles on the Internet offering up advice on what the most important aspect of good copywriting is, you couldn’t be blamed for being just a bit overwhelmed by it all. One thing is for certain – the importance of good copywriting and SEO (search engine optimisation) for your business’ website cannot be underestimated and it does begin before you write the first word of page content.

 

The title is obviously the first thing your readers will see of your webpage and is possibly the most powerful on-site search engine ranking factor that you have control over. Relevance is absolutely key; a title is meant to be an accurate and concise description of the webpage’s content. The more key words that can be incorporated into the title, the better your ranking will be in search engines.

 

Having said this, there are a couple of important things to remember when saturating your title with key words! Firstly, keep the title to within 70 characters or the search engine will cut your title short, replacing the second part of your title with an ellipsis and the impact on the reader will be lost. Secondly, try and keep the most important key words toward the start of your title even if this means your business’ name has to be pushed towards the end of the title or be taken out completely. This will help on the click through rate of readers from search engine results pages.

 

With all this talk of SEO of your webpage title it might be easy to forget the importance of the quality of the content of your title and the overall user experience. There is little point in having optimised your title for search engines if all your potential readers are scrolling right on past your webpage to click on the page below yours with a more interesting and hard hitting title. Not only will your title be displayed in search engine results, but also at the top of the browser once a reader has opened your webpage and in addition, on external websites (like social networking sites) as link anchor text. This makes it even more important to combine good SEO and consideration of the user experience in your title.

 

Once your webpage title has been search engine optimised and is written in a way that sparks initial interest, you have your reader right where you want them – on your webpage. Now the test is in your copywriting. It only takes a matter of seconds for a reader to decide to go back to their search results and find a different page for their needs so this part is equally as vital as your title. Come back and read next week’s blog for tips on this next stage of good copywriting for your business.

 

Meanwhile, if you feel you want to take the hassle out of blogging for your business or need additional guidance on SEO or other aspects of good copywriting, have a look at our other services here.

 

 

Content curation, or becoming a trusted source.

Posted on: March 27th, 2013 by lauren

The vital role of content curators

Dizzying volumes of content are published on the internet every second of the day. Without content curation we would be lost in this media mass. Search engines are, of course, content curators, their constantly developing algorithms assign relevancy and importance to everything that is published on the web. Google has risen to pre-eminence in this sector. They are the authority; their results the most trusted, the most seen and therefore the most relevant for those doing business over the internet.

For a new brand seeking to develop authority in a particular niche, the spectre of established leaders can seem overwhelming, their stranglehold on the top search engine page results unshakeable. Establishing authority requires a multi-pronged approach. Clearly, a great product is the starting point. Next comes content which sells, establishes the identity of your brand and fosters a sense of community. Producing and sharing your own content whether through blog posts, press releases or infographics is a vital part of an effective internet marketing strategy; it demonstrates your authority, distinguishes your brand and communicates passion.

But sharing the content of influential figures in your niche or market can also be a way of establishing yourself as a trusted source. This can be as simple as a retweet or posting a youtube video to your business’s facebook page. The mass of information available on the internet compels us to seek out content curators; adopting this role across your social media hubs is a great way of increasing  engagement with your brand.

Sourcing content

Some legwork is required to find the best sources. Alltop and technorati are directories which rank blogs based on authority. You can view the top blogs within a particular niche – education or books, for example.

There are aggregation sites in many markets – inbound.org, for example, aggregates content in the marketing and technology field.

Then there are the various social media hubs – sites like reddit, twitter and youtube which can be searched according to subject area and popularity/view count: a great way of finding content which is performing very well in your niche.

The right tools make all the difference

Without the right tools searching through these sources would be an unprofitable time-sink. Google reader was the favoured tool of many – it’s free and easy to use – but it’s demise has been dated by google for the 1st of July. If this is your favoured RSS feed aggregator, you are probably already hunting around for an adequate replacement. Feedly, netvibes and newsblur are all candidates worth a look.

These tools will gather the headlines from your top sources, allowing you to better and quicker assess what is of interest and what might make a worthwhile share.

Share with personality

Add the personality of your brand to your shares, i.e. introduce it with a short summary – explain why it is relevant, funny, interesting etc. You always want your own voice to be in the mix.

And share a diverse range of material from serious, intellectual stuff to more light-hearted fare .

An inclusive content marketing strategy

Clearly, your first priority should be generating your own content. But sharing the content of influential leaders in your niche, or just stuff that will be relevant or entertaining to your target audience is a great way to establish your business as a trusted source of information, which entices customers or clients to engage with your brand again and again.

Why Google+ is invaluable for SEO

Posted on: February 26th, 2013 by admin

Google+ is an intelligent social media platform in which good SEO practice can be enhanced and refined. It has a wide variety of features tailor made for posting and sharing quality content, with easy to use interfaces which can enhance your SEO. For starters, the concept of Google+ ‘Circles’ allow users to organise each aspect of their online life, from family and friends, co-workers and also interests.  These circles can be created by you, and Google+ allows you to filter them, personalising what streams appear on your homepage when you visit Google+. Obviously this is a great way of refining search results even more. If your website is linked with Google+ there is also the option of using direct connect, which allows people to add your site to their circles directly from search results.

 

Google+ also has an interesting application called Explore, a simple way of bringing trending topics directly to you from outside the site. You’re able to filter these trending topics by category, making it easier to find exactly what you need. By using the best SEO practices it’s easier for people to find you from within Google+.

 

Another great feature of Google+ is the +1 button that can be put on each page of your content. With this feature, other people can ‘+1’ it. Google is able to track these clicks and use each +1 as a ranking signal. These ranking signals are integrated into their real-time search results, making it even simpler to enable your content to appear higher in the rankings. As these ‘+1’s are clicked by real people, it’s also a good indicator of the quality of your content. When people endorse you through the +1 button it helps Google to trust that your content is of a good standard. The importance and effectiveness of the +1 button cannot be stressed enough, as it is an incredibly powerful tool which has the ability of really boosting your page rankings.

 

Finally, Google+ has a robust blogging interface where you can keep people updated with your content, embedding as many links to your site as needed within each post. Facebook and Twitter are no doubt important and useful for this, but nowhere near as effective as Google+ when it comes to search results, as Facebook and Twitter restrict Google from accessing a lot of their data. When writing these blogs, the first sentence becomes part of the title tag, so good SEO practice by using the right keywords helps rankings even more. These blogs can be shared in your circles and spread around Google+. Sharing is important and enables your content to be seen by a wider audience.

 

Your Google+ account is linked with your Gmail account, so chances are you may have one already. It’s a wonderfully simple tool to help you with SEO, so go check it out and discover for yourself, you won’t regret it!