To enter new markets and reach new audiences in the digital space, you need a professional content translation. However, for the internationalisation strategy to produce results in the form of conversion and sales, it is necessary to pay attention to the translation of the international SEO optimisation strategy in order not to harm the positioning of the entire site. 

SEO Translation or Localisation: Which of them do you really need?

Very often, the concepts of translation and localisation are used interchangeably. However, this isn’t precisely correct: Website localisation is the process of its transformation in such a way that the target audience perceives it as native. This means that it is necessary to take into account linguistic and cultural differences, further benefiting the users. Thus, localisation and translation for search engine optimisation are only related to a limited extent.

Why you should not only translate but also localise SEO

SEO optimisation provides a constant flow of visitors to your website and translation will assist this flow of web traffic. Let’s look at a few reasons how translation will benefit you:

  • Loyalty. Besides the fact that the translation of your site will help to expand your audience, it could also lead to a regular readership. These regular users may appreciate the convenience of working with localised content. But how do they find out about you in the first place? With the help of correctly translated SEO.
  • This is a chance to beat the competition. Translating site and its semantic core into several languages will also help to take high positions in search engines.
  • Duplicate content. The same content translated into different languages is not considered plagiarism. This could lead to a higher search engine ranking.
  • Evaluation and feedback. You may received feedback from visitors regarding content and product. Needless to say that you should listen to the opinions of your target audience in order to continue improving.

Let’s suppose you coped with the task of translating SEO. However, conversions for some reason do not grow, behavioural factors worsen, and bounce rate gives unthinkable indicators. One of the reasons why this may occur is becase the translation isn’t up to scratch. Your translation must be localised. But how do we do this?

Localisation of SEO should be the first task in the localisation of the entire site

Most freelancers would firstly localise their website and then begin to think: ‘how will our new target audience look for us on the net?’

You may find it is beneficial to first plan the optimisation for search engines, if you want the localisation process to be more efficient.

SEO optimisation is a one-time action with instant results. Well, it could end with no results at all. In fact, users are looking at you differently. But if you did everything right, SEO optimisation does all the work while you are busy with other tasks. 

You will receive initial results from SEO in as early as three months, when all the pages are indexed. While you localise content, insert subtitles in the video or create them anew. Organise your social network profiles. You will find that properly translated and localized SEO will already work for you.

You need to consider linguistic differences

For example, a certain keyword may be suitable in an English search engine, while it’s translation may not end up with the same results. Moreover, different variations of the same keyword in the English language may likely be more accurately synonymous in the translated language.

Very often the choice of keywords used to search for one product differs in each country. Even the British and Americans, will search for sports shoes using different keywords – a Brit would search ‘trainers’ while an American would search ‘sneakers’. 

That is why it is necessary to carry out keyword analysis for each additional language and, thus, to improve the compliance of the search queries of potential customers.

Take into account the optimization algorithm of different search engines

No two search engines use the same algorithm to produce the same organic results. The Chinese Baidu search engine algorithm may be quite different from Google algorithm. Companies that want to reach their target audience need expertise in not only the language but also the technical side of search engines.

This is an important reason why enterprises should adopt an integrated approach (ISEO) that defines the correct wording and creates consistent, relevant messages in ads, landing pages, social publications, media and search marketing. Thus, the use of an international SEO strategy allows the brand to attract high-quality traffic to a high-quality website specially adapted to the characteristics of each market, which also contributes to strengthening the brand’s position in each of the markets.

Outsource SEO translation to specialists

Many websites and online stores rely on the machine translation of content and semantic core, which creates incoherent texts and spelling errors that automatically spoil the brand’s reputation. When it comes to SEO optimisation, keywords and phrases are certainly very important.

Make sure and use professional help, for example, from the Word Point. Professional translators will be able to define complex points in the translation of the semantic core and come up with the most suitable words with the help of which foreign users are looking for certain services. 

 Anna likes writing from her university years. When she graduated from the Interpreters Department, she realized that translation was not so interesting, as writing was. She trains her skills now working as a freelance writer on different topics. Always she does her best in the posts and articles.

Read on about SEO: 10 SEO Commandments for content writers and copywriters

About the Author:

Anna is a specialist in different types of writing. She graduated from the Interpreters Department, but creative writing became her favorite type of work. Now she improves her skills while working as a freelance writer and translator for TheWordPoint and has free time for another work, as well. That is the reason she has so many unpublished articles.

You must be well aware of the fact that social media is the most popular and effective way for businesses to get engaged with their target audiences. It is also likely that you post regularly on Facebook and even respond diligently to a few tweets. But why is it such a big deal?

Well, it is the fact that more than 92% of small business owners use social media and they consider it to be highly beneficial to them. Why? Here it is.

For the beginners, social media can help you to:

Because the number of global social media users is expected to reach 2.5 billion this year, you will hardly find a better platform to find and use to get connected to your ideal audience.

And with Instagram having nearly one billion of them, there is no better platform across the social media networks to use for the benefits of your business. Even if you can get to drive one per cent of those Instagram followers towards your site, you will have an incredible rise in the traffic count to your site.

Getting started with social media Client-Friendly Webcopy

What is the best way in which you can use social media to drive more traffic to your site? The following simple points are proven to be effective and result-driven:

To get started with social media for your business you must first believe that, especially if you are just entering into this incredible world of web, the only options that you have are not the giants like Facebook, Twitter, Instagram and Linkedin. All of them are fantastic options no doubt and maybe somewhat essential for any type of business, but actually, several other options are worth looking into as well. For example:

  • Pinterest: Share any visual content such as images and infographics from your blog posts.
  • Reddit: This is another useful platform through which you can prove your knowledge about the industry to your audience and of course, get engaged with a larger and more dedicated community.
  • Tumblr: Use Tumblr in the best possible way to create a multimedia diary which will, in turn, support your primary website.
  • Google+: Boost your SEO by sharing your content on this very own platform of Google.
  • Snapchat: Show the behind-the-scenes activities of your business through a well-crafted video.

The list could go on but these are the major social media platforms that most businesses often look to use for their brand and product promotions.

Follow your customers

However, with so many options available to you, and each of these having different features and functionality to offer, it may be difficult to decide which specific platform you should focus on.

The easiest way to proceed is to follow and know your customers. For this you will have to:

  • Research the demographics of each platform
  • Collect data on several aspects and
  • Know about the key statistics.

This will help to gain an understanding of your audience and their social media platform preferences. Here, you can determine whether or not those demographics fit within your buyer personas.

The importance of targets

The next important thing to do to make your social media marketing efforts a success is to know your target market and audience and how they relate to your specific type of business. They should align properly with your business as well as your marketing goals. 

Just like in any other form of a marketing campaign, the foundation of your social media success and activity should be your goals. You will need to know and analyze different metrics for that, commonly known as the Key Performance Indicators or KPIs in the industry.

These metrics will help you to know whether or not you are moving in the right direction to gain more followers, directing them towards your site.

 Measure your success  

You will need to measure your achievements now and then, especially after you accomplish a goal. This is the best possible way to measure your success and know exactly how much traffic you are driving to your main website.

When you measure your accomplishments regularly, it will help you in ways more than one, such as:

  • In determining whether or not the platform you are working on is effective.
  • In finding out whether or not there are is a large enough audience on that specific platform to tap, attract and engage with to raise the number of traffic count to your site.
  • Whether there is any scope to make any further development in your social media marketing strategy.

Until you have a significant number of active users on your business’ social media platform, you will struggle to entice them to visit your site.

Lastly, your goals

Last but most importantly, you should know your goals beforehand so that you can create a proper plan to achieve them. Make sure that you have small and easy to achieve goals and work on the bigger ones as and when you achieve each of your smaller ones. This will provide you with the morale boost and encourage you to keep ongoing.

Your goals can be anything from growing the number of followers in due time or increasing social referral traffic, but make it a point that you stick to it.

Author Bio

Walter Moore is a notable management consultant and digital marketing expert. He is an experienced digital marketer and has helped e-commerce businesses in all niches gain with his effective marketing strategies and guidance.

Content writing/copywriting and SEO are like peanut butter and jam. They are great taken separately but together they make a perfect symbiosis that helps your website’s visibility on search engines and achieve success.

Copywriting gives your brand an image just as much as the design does. Your content creates and builds up the context in which your business exists. Copywriting will catch your audience’s attention but the content will really show off your expertise. However, all of this, no matter the quality, will not be discoverable without the proper SEO. As the competition gets fiercer, your SEO efforts must get stronger, too. To put it simply, SEO is that little van that brings your fresh produce to the market. No van – no way to sell your fruits and vegetables, no matter how good they are.

Now, even though you will often see job ads searching for SEO Copywriters, your copywriter and content writer does not necessarily have to be search engine optimization pro. It would, however, be useful if they had some basic SEO knowledge. In that way, they could streamline your marketing process and make the job easier for your actual SEO expert, if you have one. Alternatively, will it make sure that at least some optimization is done in case you can’t afford an in-house SEO
specialist.

Your copywriters and content writers don’t have to learn how to code, their writing skills are usually useful enough. But in case they do want to dip their toes in the search engine optimization, here are 10 SEO commandments for content writers and copywriters to follow:

1. NEVER DUPLICATE YOUR OWN CONTENT.

Duplicating your own content for the sake of quantity is a lazy solution that can only backfire when it comes to SEO. Of course, no good copywriter or content writer would ever allow themselves such lack of creativity but it is important to make that clear. Every article or sentence that you choose to duplicate will affect your SEO in a negative way.

Sure, sometimes content writers get the infamous “writer’s block”, they get stuck in the loop of identical topics and use up all of their ideas, but a quick brainstorming with a colleague or a fellow content writer can help. Freelancers working alone can get inspiration from other articles or look for gaps in their content by using tools like Answer The Public. Small companies may try hiring a junior content writer who will bring new ideas, while bigger companies could switch between topics inside their teams.

Something else that may cause you to unintentionally have duplicate content is site migration and various other technical bugs, malware, and hacks. So make sure you always check your content structure, old and new sitemap, learn to recognize alarming data from Google Analytics, etc.

2. NEVER BORROW OR STEAL SOMEONE ELSE’S CONTENT.

‘Borrowing’ or stealing someone else’s content just so that you can have a website filled with articles is very unethical, first of all. No respectable content or copywriter would ever take someone else’s work and Google will certainly make sure that your deed is punished.

However, not all content ‘borrowing’ is intentional. Some marketers do it out of sheer lack of knowledge (especially in SEO). They may think that copying someone else’s writing is a good idea because they can’t afford to hire a content writer or they are sole entrepreneurs trying to do everything by themselves.

Rest assured that the worst possible article you can write is better than a stolen article. Each and every one of us has a unique work experience that they can share with the world and show their own expertise. If, however, you have zero talent when it comes to writing, look for professional copywriting freelancers who can write fantastic articles for you.

3. DON’T USE TOO MANY KEYWORDS.

Some content writers familiar with the concept of keywords may think that putting as many of them as possible into the article will be beneficial to the SEO. This is simply not the case.

Your goal is to write a high-quality post and choose one (maybe two) keywords that you want that page to rank for. Mention them in your title, subtitle and maybe a few more times throughout the articles. If you do the job right, the use of keywords will come naturally, no matter what you happen to write about.

You can make sure that your keywords are among the most mentioned phrases in the article by using some of the free tools like browser extension SEOQuake, that can help you count the most prominent phrases.

4. DON’T FORGET TO USE KEYWORDS.

It may sound silly to an SEO connoisseur, but don’t get lost in your creativity and storytelling and forget to use the keywords that are important for your business. Mentioning your keyword only once will not make it any more relevant than any other word in your article when it comes to SEO.

Keywords will not only steer you in a direction which way to go when it comes to appealing to your audience and your industry but they can also help you choose the exact topic, especially those long-tail ones.

Say, for example, you are in the cake business. A quick research Google AdWords will stop you from shooting in the dark and tell you what are the types of cakes people usually search for and what you should focus on. Using a long-tail keyword like “ideas for the first birthday cake” can be a great inspiration for a blog or a landing page which will attract your future customers.

Use one of the above-mentioned tools to check the prominence of your keywords and ensure that the content of your page answers the questions of your audience searching for your services and products. Do your best to include the keywords in your title and subtitle, as well as a few times throughout the article, as we mentioned before, and your job is done.

5. MAKE SURE YOU ARE USING THE RIGHT KEYWORDS.

Not every keyword related to your business is the right one. Do proper research in Google Keyword Planner or any other tool that you prefer (like AhrefsMozUbersuggest) first. If you don’t have access to any of these tools, just following Google suggestions can sometimes be a good place to start.

The advantage of these tools is that they can help you see which keywords have high search volume, what is their competition when it comes to paid ads and are they too broad for your business.

The best you can do is avoid broad one-word keywords like ‘software’, ‘Mercedes’ or ‘food delivery’ and aim for the ones that are specific for your industry or your location like ‘e-commerce software for B2B companies’, ‘Mercedes car service’ or ‘Chinese food delivery in Manhattan’.

Sometimes going really niche with super long-tail keywords that perfectly guess users’ intent (like ‘no-bake cake ideas for a first birthday’) can be the best solution. However, you won’t know whether they work and which one is perfect for you until you test them.

6. MAKE SURE YOUR CONTENT IS UP-TO-DATE.

Having outdated content can have a negative effect on the user experience of your website because who needs an article explaining Facebook advertising in 2016? This is especially important if you are in the industry such as marketing that is evolving by the minute. You need to update your content regularly and make sure you are always a source of relevant information.

Sure, this may take too much of your time as you are eager to publish new articles but it is far better to update your old content and keep it useful than to publish a new one. Firstly, it will show that you are a constant source of relevant information. Secondly, the published page is already indexed by search engines and holds a certain value, no matter how small, which is better than a zero value of your new page.

The beauty of the updated page is that it is as good as new – it can be shared, promoted and read as a fresh post as long as there is something for your audience to learn (infographic, resources, etc).

7. AIM FOR HIGH-QUALITY CONTENT.

Don’t just write for the sake of having new content published. If you don’t think that having industry news is relevant to your audience or you simply don’t want that kind of articles on your website, dedicate the time to brainstorm and come up with an idea of really high-quality content. The more effort you put into creating your piece of writing – the more it will pay off.

Now more than ever people have plenty of resources to choose from and if your article doesn’t seem like something that brings value, they can easily find a new one that does. Follow your favourite industry blogs and try to fill the gaps and write about something that they didn’t mention yet. Even better, if you have more expertise in a certain field, write your own opinion and share it with the public. Use the abovementioned tools like Moz and Answer the Public to get new ideas and create an article that you will be proud of.

8. ALWAYS POST FRESH CONTENT ON YOUR WEBSITE.

Unfortunately, coming up with quality content does not mean you should post once in a blue moon. Don’t think that once you have explained all of your services and products your job is done. Frequent content updates give out the signal to the engines and your audience that your website is relevant, up to date and that someone is maintaining it regularly.

If you can’t constantly update your service and product pages, consider starting a blog on your website or a page displaying your Case Studies. Blogs are a great solution to have weekly updates and share your expertise, while Case Studies will portray the exact benefits of your services and products.

More often than not, these seemingly ‘irrelevant’ pages, can be the first stop for your future clients who will be drawn by your knowledge and results.

9. MAKE SURE YOU POST RELEVANT LINKS THROUGHOUT THE ARTICLE.

If you want the reader to learn something from your content, don’t forget to link to your sources and give tips for further reading. Sources give credibility to your statements and links save the time of the visitor who then won’t have to search for the tool you suggested, for example. Your relevant information will keep the visitor on your page much longer and show to search engines that your post and your website has value.

Also, interlinking to your own website can improve the overall visit and consequentially ranking of your own pages. For example, if you are writing about SEO and you have a high-quality article on that topic, a service page or a tag, you should provide a link. Be careful and make sure you link the right (key)words for that topic.

10. ALWAYS WRITE WITH YOUR AUDIENCE IN MIND

In the end, algorithms are made to satisfy the visitors’ search intent and they are improved often (much too often if SEO experts are concerned) in order to minimise the effort of the one who searches. As long as you write with your audience in mind and follow a few simple SEO rules you can’t go wrong.

We hope our 10 SEO commandments for content writers and copywriters helped you improve your website’s rankings, but if you have any more questions regarding digital marketing, you can always contact Mirror Solutions.

AUTHOR’S BIO

Ana Eraković has a long term experience in journalism, PR and content management. She currently works as a Content Manager and SEO Consultant at digital marketing agency Mirror Solutions which specializes in luxury services, real estate, and startup advertising.

Terminators 1 and 2 were two of my favourite films growing up.

They did a good job of playing on those deep fears many of us have of autonomous beings. Terminators lacked any kind of emotion and arrived from the future to destroy us all with technology we invented. This got me thinking is this now the fate that awaits SEO copywriters or the huge numbers of people who now make their living writing for the Internet?

It’s hard to imagine now, but the Terminator films were released before the Internet age arrived and some time before the search engines, which are arguably the most advanced form of artificial intelligence we have today.

At least it’s still comforting to know that after years of work on robots, scientists and engineers are still unable to produce any kind of standing robot that doesn’t fall over let alone a Terminator. Correct me if I’m wrong but robots don’t have the ability to think for themselves, or do much of anything they haven’t already been programmed to do.

The search engine however is different. With search engines artificial intelligence is getting closer. Search engines like Google are the closest thing we have to artificial intelligence today.

They are already at a stage where they can guess what we are looking for and know our history and pretty much everything that interests us simply by remembering what we search for online.

Terminators too learned everything about humans and used it to their advantage but they had their limitations and so do search engines. Search engines can only present things to us based on the information we give them. So in theory their complex algorithms are flawed, which is where SEOs and SEO copywriters come in.

The job of an SEO is to influence search engines and get content in front of people based on what they type in the search bar. Ideally this content should be showing up at or near the top of the search page. ‘SEO copywriting’ as it is called, plays a major part in this.

SEO copywriting is all about taking keywords and phrases that people use to search and working them into a web page, article or blog post while keeping the content readable.

You need a lot of this kind of  content on your website to achieve a high search ranking.This presents a problem for most small and medium sized businesses. How do you produce enough of it cheaply?

The temptation is to find something that produces lots of it efficiently and in a way that doesn’t alert the search engines that you are a spam merchant.

As someone who spends half my life writing content for other websites, I am as guilty as other SEO writers who sometimes find themselves overwhelmed and  hoping for a magic answer to creating content in sufficient volume. Human writers can only produce so much work. Hiring other writers to help is expensive. That’s just the way it is.

So it’s tempting to turn to semi automated tool to do the same job. Software developers are only to happy to oblige.

But is it really possible to use these tools to write posts on your blog or content for your web pages? Can software really produce work of the same quality as a human writer?

As a result of my quest to find out, I have looked into various software that makes bold claims about how far it can go in boosting the productivity of SEOs and Internet copywriters and make millions for marketers.

Most rely on Content Spinners.

This is the original version of the robot writer. This technology has been in use for years now. What it does is allow you to steal a piece of content someone else has written, spin it around and make it your own.

There is just one problem with the content spinner. It used to work ok and became a part of the SEO tool kit. Now it doesn’t really work at all.

You can no longer spin articles and use link building software to auto post, it just doesn’t work and anyone using this tactic can end up with a penalty if any links are pointing directly at the money site.

The end product from spinners  does come out ‘unique’ but usually requires a lot of editing to be readable. It doesn’t do punctuation as well as a human writer and it can’t figure out the meaning of sentences.  Then Google came along with an algorithm update which was able to detect badly written content and that was that until…

A picture is worth a thousand words, or so they say. But what happens if you take that picture and support it with a well researched, keyword and SEO friendly piece of copy for the product? The answer: a successful e-commerce site with potential for growth.

So, how do we go about gaining this online success? Why, hiring the right kind of people, of course.

Start off with a copywriter specialising in product description.

How do the product copywriters do their job? With the few keywords written in their client’s brief, they put together a short, catchy and interesting, well detailed, easy-to-read description of a product. Apply the correct keywords and last but by no means least the SEO. Voilà! You have yourself a product description fit for your quality product. (trust me, it’s not as easy as you may think. Leave it to the professionals).

 

Now it’s time to search for a product photographer.

A good product photographer will ensure they produce a compelling selection of images that abides by a client’s brief and is fully aware of the brand. They ultimately end up with a collection of images that clearly depicts the product. Ideally, a potential customer can view the product online as if they are looking at it in a shop. The copy will then support those images, filling in details that could not be shown in an image. (again, not as easy as you think.)

 

What if you take a product photographer and a product copywriter and put them together?

Then you’re killing two birds with one stone, so-to-speak. Hiring a professional who’s not only a product copywriter but also a product photographer, they could work closely with the client on a project. Taking part in the full process of the e-commerce project, a client can ensure consistency in the outcome.

A professional who is fully immersed in each part of the process, is able to not only become familiar with the product and the brand, but takes time to understand what the client wants. That make for a successful e-commerce site with potential for growth.

 

About the author:

Beginning her writing career as an editorial intern at a local Barcelona magazine, Heather continues to write copy and product descriptions. Heather is currently based in London, continuing as a copywriter and product photographer.

Let’s start with a few voice search and VEO basics first …

What’s the difference between SEO and VEO?

VEO (voice engine optimisation) and SEO (search engine optimisation) can both organically boost the position of your website in search engine results. While SEO is based on succinctly typed phrases containing keywords; VEO is voice-based mobile search phrased conversationally to find businesses, services and goods, mostly local.

What is voice search?

When we type a search into Google, we use a few keywords shorthand in asking a question. When we speak a question into a smartphone or to a digital assistant, we’re more conversational and ask in a longhand form – this is voice search.

Voice recognition devices must not only decode the human voice and understand linguistic nuances but also provide relevant answers.

So, why is voice search more important than ever?

The way in which we look for information is changing. ‘How do you say egg in French?’, ‘How old is Justin Bieber?’, ‘What films are on at my local cinema?’, ‘Where can I find a great freelance copywriter in London?’ All these burning questions can be now answered in a wink and in a multitude of languages.

Siri, Google Voice Search (or Search by Voice), Amazon’s Echo and other Alexa-enabled devices, Windows Cortana and Baidu are on instant hand to solve your head-scratcher in a nano-second.

And why is voice search important in copywriting?

mobile voice study by Google in 2014 said that 55% of teens and 41% of adults use voice search more than once a day. By 2020, Google estimates more than half of all our mind-burning questions will be done by voice search. And one of the main reasons for its popularity, is the convenience factor: voice search not only lets you be hands free but also multi-tasking.

Shiny informative content is your chance to have stand out in an ever-boring marketplace – but now you need to consider voice engine optimisation as part of your SEO strategy too.

Normal search is done by most people by tapping in just a few keywords. But voice search is a chattier thing altogether, so you need to identify long tail keywords and what might be used in natural speech – especially as we speak faster than we type.

For instance, you might type:
“beauty copywriter London”

But you might ask:

“Alexa, where can I find a freelance copywriter with beauty experience in London who’s experienced in writing about dermal fillers?”

How can you optimise your website for voice search?

Ok, so hopefully you’ve already read my blog on how to choose SEO keywords to optimise your site organically … ?

Some of those tips also apply to voice search optimisation, but you will need to think a little differently so here’s a quickie guide tailored to voice search.

Five tools to help with VEO:

  1. Quora – a great question and answer site that attracts c. 100 million visitors a month. Anyone can ask a question – and anyone can answer, making it an excellent market research tool to identify what’s trending in your business sector or product category. And authoritative answers are often grabbed by Google and Bing and displayed in the #1 search position – see the section below on featured snippets.
  2. Google My Business – voice search can recognise ‘near me’ and identify results based on your actual location – but can only find you if on Google My Business. Most voice searches are for locally-related enquiries so adding your business category, contact details and hours will help customers and clients track you down faster than a sniffer dog.
  3. Answer The Public – plop a word into this and you’re be rewarded with a huge variety of potential questions – it’s a fantastic way to get ideas for new content and blogs with questions that are perfect to use for VEO, based on key prepositions. For retailers, it also gives insight into people’s mindset and current trends at different stages of a buying process.
  4. Google’s Search Console – this free Google service helps you keep an eye on your site’s presence in Google searches with reports to see the queries people use to find you and any signs of voice in their searches.
  5. Frequently asked questions – the simplest tool is to ask around. Talk to your customer service team and ask about typical questions your customers have. Talk to your sales team – they’ll know what’s running through people’s minds when deciding whether or not to hand over their credit card. Talk to your staff on the shop floor – after all, they’re dealing with customer questions day in, day out. 
Is your site mobile friendly?

As you can imagine, most questions will be asked while on the go so check that your site is optimised for smartphones. Just enter a page URL on Google Search Console and see if it’s chummily mobile-friendly and whizzily fast. I tried my home page and passed. Phew!

The role of featured snippets in voice search

Know what a featured snippet is? It’s the answer to your question that Google values above all other answers and appears at the top of the Google page. In fact, here is the answer to that very question (and here’s the Search Engine Watch article in full: ‘What are featured snippets and how do I get them?’).

Here’s one of mine, as a result of my blog ‘What’s the difference between a headline, strapline, tagline and slogan?’

Several answers will appear if searching on your computer but only one answer will be presented if using voice search on your mobile – and it’s likely to be a featured snippet, so it’s all the more important to create relevant and expert-sounding content.

A final say on voice search

Be relevant. Be topical. Be helpful.

As devices become more intelligent, copy needs to be written more intelligently and more creatively too so that your brand can shout out above the competition rather than merely whisper.

 

About the author: Caroline Gibson

Caroline profile pic

Caroline has been a freelance copywriter for over 15 years, with clients ranging from international brands to small businesses looking to become big businesses.
Before then, she worked for some of London’s leading ad, branding and design agencies. She has experience in every sector – from finance to health to drinks – and has won awards in every discipline.

 

On Monday, we discussed what SEO copywriting is and why you should write for your readers first, not search engines.

Patterning your writing after the reader-focused methods we discussed is a big part of SEO copywriting, but it doesn’t quite take your SEO efforts far enough. Today, we’ll look at the final steps for optimizing your page’s copy.

Remember, these tips aren’t the end-all, be-all for SEO. There are many additional SEO strategies that don’t involve your site’s copy. (Perhaps we’ll cover those in another post.)

So why focus on copy?

The reason we’re focusing solely on the copy is that it’s the first, most important step towards good SEO. Why? Because the only way search engines can discover and crawl your site is through the words on it. They don’t come to your site based on its graphics, videos, maps, social media links, or anything else. They can only see the words. That’s why regularly reevaluating and updating the copy on your site is so important.

Once you’re satisfied with your site’s copy says, it’s time to touch it up, so it can be found more easily. Here are the main areas to focus on:

KEYWORDS

Your keyword research likely happened before you even wrote anything, so you already know which words, phrases, and synonyms are good to use.

Now it’s time to make sure they’re in all the right places. In your main content, they should be used carefully and naturally. To make sure you didn’t overuse them, paste your copy into this SEO tool to measure your keyword density.

To give you a frame of reference, Yoast recommends that your keyword density be between 0.5% and 2.5%. Anything much higher than that could get you penalized.

Your keywords should be found in a few other places too, such as:

  • Your URL
  • Page title/ Title tag
  • Post title
  • Headings
  • Meta description
  • Image tags

We’ll cover a few of these in more detail below because they’re important for SEO copywriting in more ways than one.

TITLE TAG

While writing this post, I searched Google for “SEO copywriting.” Here’s what the first three results looked like.

SERP's

The titles in blue are their sites’ title tags. Notice they all hold the exact search term I typed. The titles also give a clear indication of what will be on their pages.

When I clicked Copyblogger’s link, the heading of their page actually looked like this:

heading

The page itself didn’t say “SEO Copywriting Tips, Secrets, and Strategies,” like the search result. Why did they create a unique title tag? Because they wanted me to see a more specific title than “SEO Copywriting Made Simple.” They wanted me to know exactly what to anticipate from their page.

You can do the same thing. Remember, users only know what your search result tells them. If you want them to click through, your title needs to be specific and compelling.

Also notice that Neil Patel’s title is longer than what’s actually displayed. If you want your whole title to show, Moz recommends that you keep it between 50-60 characters. They also have a handy preview tool you can use for free to see what your title tag will look like.

To learn how to customize your title tags (instead of letting Google fill it in with default text), read Neil Patel’s article How to Create Search Engine Friendly Title Tags. 

META DESCRIPTIONS*

Let’s look at my screenshot again.

SERP's

Notice the small descriptions beneath the title tag and URL? Those are the meta descriptions.

Once again, users only know what your search result tells them. So this little description is a super valuable resource for convincing users to click your link.

See how a couple words are bold in each meta in my screenshot? They’re bold to show me they are exact matches with my search terms and are probably most relevant to my needs. So always include your keywords in your meta.

For your entire meta to show up in the display, Yoast recommends keeping it between 135 to 160 characters.

If you don’t customize the meta description, Google will populate it with text from your site, and you’ll miss an opportunity to use clickthrough-focused copy. One helpful way to get more clickthroughs is to include a CTA, like Copyblogger did.

To learn how to customize your meta descriptions, read Yoast’s article How to Create the Right Meta Description.

IMAGES

We discussed the importance of visuals in our last post about SEO copywriting. But simply including them isn’t enough. While readers enjoy images once they see your page, search engines can’t read what’s on those images and can’t use them to drive more readers to your site.

However, there are two elements about an image that a search engine can read.

These are:

  • Alt tags
  • Title tags

We already mentioned including a keyword in both of these. This helps your site’s SEO for obvious reasons, but it also helps your image appear in Google’s image search, potentially bringing more traffic to your site.

WordPress uses the image’s filename as a title tag by default, and if you don’t add an alt tag, it uses the filename there too.

You can leave the title tag alone, as long as it uses a keyword. (You may want to get in the habit of naming your images this way as you save them.)

But you may want to edit the alt tag to give more explanation. This lets search engines know exactly what is on the image, which is particularly helpful for content-filled images like infographics. With good alt and title tags, you can actually get some SEO juice for all the work you put into that graphic.

To learn how to edit alt and title tags, read Yoast’s article about image optimization. 

INTERNAL LINKS

Search engines like when you link to other pages on your site. It helps them see how all the pages work together. It also helps users discover more of your site.

This strategy is particularly useful if you have a blog. You can link back and forth between your blog and main site pages, as well as between your blog posts. Internal links to your blog give you an easy chance to demonstrate your expertise to your readers.

When you link to other pages in your site, choose which word you place the link in strategically. For example, let’s say I wanted to link to my post about writing hacks inside this post.

HERE’S WHAT I SHOULD NOT SAY:

To make sure your writing is clear and easy to read, check out my post about writing hacks here.

I linked a post about writing hacks to the word “here.” *Insert face palm*  That word gives search engines zero ideas about what content they’ll find at the link.

To give the page you’re linking to more credibility with search engines (and more SEO juice, as a result), place the link inside a keyword for that page.

HERE’S WHAT I SHOULD SAY:

To make sure your writing is clear and easy to read, check out these writing hacks.

Now I’ve given that post another link and clearly labeled that page to be about writing hacks. This SEO practice is easy to do and well worth it. Just make sure you’re using internal links naturally—they need to be relevant to what you’re discussing and should be introduced well.

CATEGORIES AND TAGS

These are mainly relevant to sites with lots of internal content, such as articles or products. Blogs, online magazines, and e-commerce sites may use these.

Categorize your posts or products by topic, then tag them with more specific words. Again, use your keywords, their synonyms and variations, and other relevant words here.

When choosing your categories and tags, think like your readers. If they were trying to learn about the content your post covers, what search terms would they be using? Only use words they would use; not the ones you may want to, such as your brand name or industry jargon words.

Honest SEO Copywriting: In It for the Long Haul

If you write for your readers first (as discussed in our last post) and optimize for search engines second (in the ways we discussed here), your site’s copy will strengthen the credibility and SEO of your site, as well as appeal to your readers.

Ethical SEO copywriting does take time, careful planning, and research, but it won’t come back to bite you like taking shortcuts will. While it does take some time to begin seeing results from your efforts, the more you focus on producing excellent copy and following SEO best practices, the more certain you can be that the results will come. And, just as importantly, the search engine penalties won’t.

Your readers will appreciate your efforts, trust you more, and be far more prone to convert than if you gave up on quality content and took shortcuts instead.

To wrap up, let’s review the SEO copywriting “touch-up” steps:

SEO Copywriting- How to Optimize Your Copy

FREE CHECKLIST

To help you remember all the points we covered in this post and the last one (SEO Copywriting: Why Your readers Should Come First), I created a handy copywriting checklist. Just download the list and either save it to your computer or print and display it to help you remember these points as you write and optimize your content.

Happy writing!

*Publisher’s Note: This article was first published in June 2017. As of 2018, the guideline for meta descriptions has changed. Please refer to Yoast for the current meta description recommendations.

About the author: Jessica Swanda

Jessica SwandaJessica Swanda is a freelance writer and content strategist who travels the USA full-time with her husband. Her writing has been featured in Marketing Profs and Social Media Today. She loves social media, digital marketing, and vanilla chai lattes (not necessarily in that order), and she’s always up for a good book or board game. To see more of her copywriting and marketing tips, visit her website Proof Is In the Writing.

This article was originally published by Jessica Swanda

Yes, you read that right. You need to optimize your content for your readers before you optimize it for search engines. Keyword-stuffed copy that’s backed with no reader-friendly strategy will just give your site a high bounce rate.

You can’t just focus on getting people to your site; you must also focus on converting them once they’re there. And that’s where highly-researched, carefully-planned, conversion-driven copy comes into play.

For your copy to produce lasting results, it must be focused on three elements: readers, conversions, and search engines—in that order.

The whole purpose behind search engines is not to promote businesses but to help people find what they need. When you lose sight of that, you’re in danger of cheating with SEO and ultimately harming your own site.

SEARCH ENGINES AND READERS WANT THE SAME THING.

Since search engines were created for users, your site’s copy should be too. That’s who it’s all about, after all. The interesting twist is that when you optimize your copy for your readers, it’ll naturally be optimized for search engines too.  Sure, you may have to add a couple elements (like a meta to a blog post) to make it really stand out to Google or Bing, but all the effort you put into making your site user-friendly will automatically make it search-engine friendly too.

For a website to be user-focused as a whole, all of its individual parts must be too. And copy is a major part. To make a user-friendly website, its copy must be reader-focused.

LI - optimize

WHAT YOUR READERS WANT TO SEE

1. VALUE

Your readers want to see that you grasp their problem and have a satisfactory solution. So make sure you really do understand their problem and really do have a good solution to it.

To write valuable content, you must know what your readers value. So before you even begin copywriting, you need to identify three things about your audience:

  • Their pain points – what are their main problems?
  • Their fears – what are they afraid of and why might they be hesitant about hiring you?
  • Their goals – what outcomes are they hoping for?

Then you must identify specifically how you can solve their pain points, alleviate their fears, and help them meet their goals.

With their concrete problems and your specific solutions in mind (and written out, so you can consistently refer to them), you’re ready to write content that will be highly-valuable to your readers.

Just make sure that your copy is not focused on you and your business but on your audience. At the risk of oversimplifying —your copy should not use “we” or “us” more than “you” or “your.” Your copy should be staged in the reader’s world.

Let’s say you’re writing about the value you can bring as a virtual assistant. Instead of saying “I guard your time” or “I take care of all the pesky details,” you could say “You’ll have more free time” or ” You won’t have to worry about the pesky details anymore.”

Pro tip: Providing additional resources and linking to industry-standard websites proves that you aren’t just being self-promotional but are sincerely trying to help your readers. This tip is especially useful in blog posts.

 

2. NATURAL WRITING

It’s as simple as this—your readers want to be able to understand your writing. Reading your copy should not take effort. If they feel like they’re having to work to get through your copy, they probably won’t stick around. The same holds true if they’re distracted by an abundance of repetitive keywords or any errors.

Use simple, short sentences. Write like a human being, not an author or grad student. You’re not writing a novel or a research paper.  So leave out the long, complex sentences and unnecessarily big words. Especially leave out the therefore’s.

Also, don’t use keywords unless they naturally fit. (Or, in other words, stop tacking the name of your city onto the end of every blog post title!) And use synonyms, instead of the same keywords over and over again. There are plenty of other places you can safely stick in an extra keyword or two (page titles, metas, URL, etc.) without ruining your site’s homepage copy because of it.

In addition, don’t use industry jargon. Your readers need to be able to identify their problems in your copy. Your audience may not know the official name of their problem; they just know what it looks and feels like. Express their pain points and fears the same way they would.

The same goes for your solution. Your audience may not know they need a CRM; they just know they need a better way to track their communication with leads and current customers. So maybe a better heading than “The Most Comprehensive CRM Yet” would be “The Best Way to Manage Customer Communication Yet.”

Pro tip: Users are reading your website to learn more about your brand too, not just your product or service. Your copy should naturally reflect your brand’s personality and goals. It should be so authentic that every future interaction a customer has with your company affirms the promises and voice of your site’s copy. Every part of your brand should tell the same story.

 

3. LOGICAL TRAIN OF THOUGHT

Expert copywriters plan their copy according to a customer’s train of thought. What will they want to know first? When will they be ready to take action? Where will they need to be reassured?

For example, rather than waiting to answer all the pressing questions in an FAQ section, try to answer them in relevant sections of the copy itself. You can repeat them in an FAQ for those who don’t go through the whole site. But those who do will feel reassured that you anticipated their concern and had a solid answer ready. Their progress through your site won’t be hindered by an important question weighing on their minds.

Make sure you prioritize the content most important to your readers, not to you. You may want to put the prices at the end of your landing page, after all your reassurances, explanations, and testimonials. But the prices are a huge decision-making factor to your readers. They’ll want to see them sooner rather than later. Don’t make readers hunt through your whole page to find the sections most important to them.

Pro tip: Your CTAs should also correspond with the reader’s buying journey. Instead of putting “Buy now” or “Contact us today” at the end of every section, consider using a different CTA such as “See our services” or even using two CTAs that allow the customer to choose between them, based on where he is in the conversion process.

 

4. RELEVANT MATERIAL

Your reader should never be surprised by what’s on your page. Every word should have an express, strategy-oriented purpose.

In addition, your page’s headline should be a clear match to its content. Clickbait that exaggerates your article’s content and makes readers expect something you aren’t actually providing will give you very few fans and probably even fewer conversions.

Your headlines and content must match, and so should your keywords and content. If you’re going to use a keyword, support it with useful, relevant copy. Don’t stray from the topic; your readers don’t have time for rabbit trails.

And your headlines, keywords, and copy should all be relevant to your audience. Don’t choose topics just because they’re trending on Twitter. They need to be trending within your target audience too.

Pro tip: To learn how to write click-worthy headlines that aren’t clickbait, read 5 Data Insights into the Headlines Readers Click.

 

5. CONTENT THAT’S EASY ON THE EYES

If a reader clicks through to your page, only to find a long block of tiny text that goes all the way to the bottom of her screen, she’ll quickly hit the back button. I know I would.

Your copy shouldn’t look intimidating. Even if it is long.

Break your copy up into small paragraphs— smaller paragraphs than you find in books. The longest paragraph in this article so far is 5 sentences, and I’m already thinking of ways to shorten it.

Why short paragraphs? Simple—the human eye needs a break once in a while. So does your mind. Nice, short paragraphs provide that much-needed break and make your writing far easier to get through.

Subheadlines are useful for the very same reason. They serve as guideposts, pulling you through the page section by section and providing structure to your content.

Other elements that provide relief for your readers’ minds and eyes are bullet lists, images, pull quotes, and charts and graphs. These provide a way to get additional important information on a page with fewer words and less reading.

Any content you can express (or re-express) in an infographic, list, or chart is better off there than in a paragraph. Why? Because readers remember 80% of what they see but only 20% of what they read.  

Not only do people love to see visuals, but they also love to scan. Our eyes scan through junk mail, brochures, and blog posts like it’s second nature. Because it is.

Small paragraphs, bullet lists, and subheadlines will help scanners grasp the main ideas of your content and allow them to decide whether or not they want to read it entirely. Without these elements, scanners won’t even give your copy a chance.

If you’re including informational graphs, relevant images, concise lists, and explanatory subheadlines, even scanners will learn your main points and capture valuable information. And now they’ll trust you more and come back again.

Pro tip: For more ideas on making your content easy on the eyes, read Copyblogger’s 8 Incredibly Simple Ways to Get More People to Read Your Content.

 

WHY THESE IDEAS WORK FOR SEARCH ENGINES TOO

So now you know how to make your copy reader-friendly. Are you curious how these reader-focused writing tips naturally translate into SEO-friendly writing tips?

Here are a few ways:

  • Because you’re addressing the real needs of your reader and speaking in their language, your writing will automatically include search phrases your readers are likely using.
  • Because you’re trying to provide real value by linking to other reputable sites and sources, search engines can use those links to determine what your site is about and how credible it is.
  • Because you’re adding subheadings to make your copy easier to get through, search engines spiders can also get through it more easily and quickly discover what your page is about. (Subheadings are also a great spot to naturally place keywords.)
  • Because you’re only using keywords and their variations where appropriate, search engines won’t penalize you for using shady SEO methods. (And, believe me, that’s a very big benefit.)

Will you still have to fine-tune your website or blog post to get the rankings you want? Yes.

But that’s how it should be. You write for readers first; optimize for Google second. This order will get you lower bounce rates, higher conversion rates, and longer-lasting results than its reverse will.

Search engines certainly won’t punish you for putting your readers first. In fact, that’s what they want you to do.

In closing, here’s a quick review of how to simultaneously optimize your copy for readers and search engines.

8 SEO copywriting tips that put the reader first before search engines.

FREE CHECKLIST

To help you remember all the SEO copywriting details I cover in this post and the next one (SEO Copywriting: What to Do After You Write), I created a handy copywriting checklist. Just download the list and either save it to your computer or print and display it to help you remember these points as you write and optimize your content.

Happy writing!

 

About the author: Jessica Swanda

Jessica SwandaJessica Swanda is a freelance writer and content strategist who travels the USA full-time with her husband. Her writing has been featured in Marketing Profs and Social Media Today. She loves social media, digital marketing, and vanilla chai lattes (not necessarily in that order), and she’s always up for a good book or board game. To see more of her copywriting and marketing tips, visit her website Proof Is In the Writing.

This article was originally published by Jessica Swanda

I had just launched my blog.

The first post was published and it was there for all the world to see. But no one knew it existed. I had no budget for marketing, no traffic and to be honest I was struggling. Sort of like a tree in a Siberian forest. A bit green, very unknown and hidden.

Sound familiar.

It was 2009 and blogging and the social web were new and just emerging from the primordial swamp on the start of the journey of digital evolution. Tools were raw or non-existent and everyone was trying to work out how to get traffic without paying for it. SEO scammers were still plying their trade and Google AdWords was getting too expensive.

Social media was free back then.

You could get traffic easily from Facebook, Twitter and other social networks without paying for it. I started to work out that Twitter was very effective for getting traffic to my blog. My email list was so small it might as well been non-existent and my SEO traffic was feeble.

So how do you get free traffic?

If you’re expecting an easy answer you are in the wrong place. You are going to have to earn it!

…and that takes time and effort.

Here are the top 3 tactics to start and focus on.

1. Social media – This where I started. You need to start building a tribe on social networks (Twitter was the one that worked best for me)

2. Search engines –  Earning authority with Google takes persistence but research shows that this will produce 300% more traffic than social over time.

3. Building an email list – This is vital. It means that you can let your audience know about your latest blog post or offer when you want to. Not at the whim of a Google or Facebook algorithm. Do this from day one.

Now for a lot of you this is not big news.

But it is still surprising how many people still don’t do the work to make these tactics work.

But there are some simple ways to get free traffic and here is a secret on how to double your traffic.

The real secret

The real secret is optimizing your blog and website with tools and technologies that make your site work harder. That means that your primary goal should be to take the traffic  you already have and optimize it. That means two things.

  1. Making it easier to share
  2. Make it compelling to subscribe to your email list

How do you do that?

The simplest way to start is to use simple to use sharing buttons. When I did this for the first time the results were incredible. Just doing that one thing increased my traffic by 200%

But I am still surprised today how hard people make it to share their content. Often they are almost impossible to find, at the bottom of the post or not even setup.

An awesome app

Today we have so many tools and platforms to choose from that it is overwhelming. Late last year I decided to try out an app that I had heard about but hadn’t the time to implement or test.

SumoMe!!

What I love about the app is that it makes it easy to optimize and test. It also focuses on the two key things that you need to make your blog and website work harder.

Optimizing your content sharing and email subscribing.

sumome

Making your blog work harder and smarter is the best place to start rather than chasing shiny new toys that offer the world, add clutter and  just plain waste your time.

SumoMe is the best tool I have discovered in a long time! Here are 7 ways to use it to start on the journey to doubling your traffic.

Get 12+ free tools to grow your website traffic”

4 ways to optimize your email list building

The best place to start is with the tools that help you grow your email list. Here are 4 cool ways to make it easy and compelling for your site visitors to do that with Sumome.

Welcome Mat

The default designs are a great place to start. But you can create your own design by using their large range of templates. The stats show that the welcome mat is one of the highest converting list building tactics you can use.

Sumome data shows that it can triple your conversion rate with its full-screen call to action.

Welcome Mat displays a full-screen call to action that shows when visitors land on your site. It encourages your visitors to join your email list and check out your latest and popular blog post!

double your traffic

Popular features include:

  • Ability to customize the background, add gifs, videos and completely change the colors
  • Mobile and web optimized
  • Automatically loads when visitors arrive on your site
  • Ability to use display rules to control where your popup shows
  • Easy newsletter integration with Mailchimp, Aweber, Constant Contact, Campaign Monitor, GetResponses, Infusionsoft, Mad Mimi, Vero and many more!

Scroll box

The scroll box is a sliding banner that pops out when people have read a certain percentage of your content or post. The default setting on this is 40%.

You could use this to also promote webinars and other landing pages.

newsletter

List builder

This operates like most pop-ups but is easy to design and configure the settings.

Smart Bar

If you go the top of my blog you will see the “Smart bar” that links to SumoMe and you can start setting it up today. You can also use it on your website to start building your email list.

3 ways to boost your sharing optimisation

Making it easy for sharing on a social web is critical. If you don’t work on this then you are leaving a lot of traffic in the shed. Here are 3 easy to boost your sharing.

Image Sharer

People love sharing images. So make it easy for them. In a few seconds you can set up your site for sharing to Twitter, Facebook and Pinterest. In just a few days I have had nearly 100 images shared which drives brand awareness and traffic.

That alone will increase your traffic!

summary

Sharing buttons

Now there are huge selection of sharing button apps on the market but again they are easy to design, configure and setup. The sharing buttons can also be configured to float down the side as people read your post and increase your sharing rate.

Here is how Sumome looks on the Social Media Examiner blog.social media

Highlighter

With Highlighter, your visitors can highlight sections of your articles to share with their friends, coworkers, and more. This does two insanely valuable things:

1. Drives you social traffic

2. Highlights popular sections for you readers.

Features worth noting:

  • Enable highlight of any text on your page
  • Get way more shares on Facebook and Twitter
  • Offer ability to share any content via Facebook or Twitter
  • Ability to fully customize the color of the share box
  • Works instantly

Other cool features

Along with the sharing and subscribing tools the app also provides some other cool features.

  • Mobile friendly
  • Measures your performance with Google analytics integration
  • Perform A/B split tests.

It is so easy to add another scroll box, list builder or welcome mat to a campaign and compare the results. To put this in some perspective a welcome mat that converts at 1.9% versus 1.6% means that you will capture 300 more emails per 100,000 welcome mats shown.

That’s worth testing!

You can set up another mat for testing in just a few minutes and start measuring straight away.

Let’s double your traffic!

So now you have a lot of ideas to grow your traffic. You should also know what to focus on. I would recommend you implement SumoMe today and get 12+ free tools to grow your traffic.. If you can’t set it up yourself then get your web tech partner to do it for you.

I would then implement the following as a minimum.

  • Welcome mat
  • Scroll box
  • Image sharing

With some focus, effort and testing I wouldn’t be surprised to hear that you have doubled your web traffic.

Look forward to hearing your stories about how you grew your traffic with SumoMe.

About the author: Jeff Bullas

jeff - profile picJeff is an entrepreneur, blogger, author, marketer and speaker and works with personal brands and business to optimize online personal and company brands with emerging technologies, content, social media technologies and digital marketing. He has spent most of his career involved with information technologies, telecommunications and the web.

This article was first published by Jeff Bullas

You’ll know that with the recent Google updates many online businesses are suffering. Rankings have dropped and competition is fiercer than it’s ever been. Big companies such as John Lewis have the capital to invest in great content to keep themselves at the top of the search engines and to bring new customers flooding in. Small and medium sized businesses aren’t so fortunate.

That’s why I’ve put together a killer marketing and SEO package, to get you back on top or if you’re already there to give you a massive boost. You’ll increase conversions, your reputation and find yourself infamous over the web, while investing in content that will never go out of fashion, no matter how many Google updates are thrown at us.

Please read more to find out how you can compete with the big brands for less, and WIN!

White Hat Techniques only!

Of course all of this should be carried out ONCE your onsite SEO is spot on and you are confident your website is converting. If you need to start from scratch, or need an on site SEO audit, talk to me. It’s easy and a lot simpler than many SEO companies make out!

Marketing

I’m a digital marketer, in that I have many contacts and I create marketing campaigns that give you a very big initial boost and maintain the momentum.

I believe that a good kick-starter should include:

  • Guest Posts (on reputable sites, including backlinks and increasing your SEO)

  • Articles spread across eZine sites to bring in people from new areas

  • On site blogs and content, updated regularly

  • Press Releases

  • Good Backlinks

  • A good presence on reputable sites, banner/ads

All of this considerably improves your SEO too.

SEO

I work with SEO a lot for many companies since the updates as it’s basically ensuring you have quality content, great connections, blogs people want to share and keywords for the search terms. I can insert your Meta tags and descriptions (depending on how your site is built) and make sure your SEO works with your marketing and content, giving a 3 in 1 boost rather than having to manage 3 different strings.

Blogs and Articles

As you know all blogs and articles must be informative, entertaining and current. They shouldn’t be written in the first person. They can encourage debate but basically they need to be capable of sharing. An article someone might print off as they want to use the tips later, one they may share, one relevant to their industry.

Blogs that other businesses can link to improve their own content

Guest Blogs

Having a blog on another website with a good readership can boost your profile significantly. The blogs need to offer great tips and advice to their readers and be bespoke to their audience. Every site charges to feature a blog,

 as they know the value of the backlinks and content. Unlike others, who just charge for a backlink, I’d be keen to do 2 in 1 with a guest post that includes up to 3 links giving you a double whammy for half the price of both being done separately.

For the larger packages I will also seek out guest post opportunities within your industry ensuring you not only benefit from the SEO but from the increase in exposure and traffic too.

The magazines I already write for are below and include MOZ, Buzzfeed, Huffington Post and more.

Connections

We need connections, we need an email list and then we need to email them. This should be simple as I can gain access to users/ readers who appreciate your products.

Exposure

Of course all of this is about exposure. It is also organic SEO and marketing too, so when Google update their algorithms again, you won’t be left short. Great copy, good backlinks are never going to go out of fashion. Some SEO people are still stuck in the past and think keyword stuffed copy works but Google now sees it as spam. We can get you ranking locally and nationally.

Banners/ Ads

adwordsI’ve been given a good deal on banners and ads that boost campaigns significantly as it’s not just a case of a link/ image and sales copy on site, this goes out with all the mags social media and promotions. If they have a radio interview, you are mentioned. If they interview a celebrity, you’re associated and so on.

Talk to me about the SEO packages I offer that cover all your SEO needs, from guest posting to onsite SEO, organic SEO using white hat SEO techniques. 

If you already have PPC or a budget for Adwords, I can recommend a good company to help you excel there. I’m a Google Partner and have passed all the exams to become a recognised PPC expert but it’s not an area I like to work in unfortunately. Organic SEO is my forte!

About the author: Martina Mercer

martina - profile picMartina is a marketing director and SEO expert with a love of the written word, combining her business skills with her HND in psychology and her creative writing qualifications to deliver results that engage, entertain, retain and influence the consumer at every stage of the journey.

This article was first published by Martina Mercer