If you took a minute to review what SEO copywriting is, this headline shouldn’t surprise you. When done correctly, SEO copywriting can produce a tremendous amount of leads. Many companies have learned that having a strong online presence is the number one factor in successful business growth. How did my client do it?
Target your market and think two steps past them
Who are your clients? This is the million dollar question all great business people answer first. You need to know the difference between a busy mom and a busy executive and a busy executive mom. Why?
My client understood that her market needed to be broken into three categories. They offered a low-end product, a mid-range one, and a high-end option. She assessed what was important to each group, then targeted those areas as part of her key word research.
In other words, ‘cheap travel’ will be different articles than ‘luxury travel.’ Do you see how they are two completely different markets that will require writing completely different website content?
Keyword research what humans are actually looking for in your services
I like Google for its search terms and related search terms. By logging into your Google account, you can quickly and easily get a feel and concept for what terms are being searched related to what you do. If you need to go cheap and dirty, this is the very best way to do it. It’s FREE!
There are other tools, like Hubspot and Wordtracker that will provide a list of thousands of key words. Of course, you need to pay for these services.
The third option, also at a price, is to hire a company that specializes in SEO. As part of their service,they should provide you a spreadsheet on a regular basis along with an explanation and breakdown of what key words you should be targeting in your blogs, articles and website content.
Hire a programmer, business coach, or digital media marketing company
Regardless of all the SEO copywriting savvy you may have, your website needs to be programmed correctly. Case in point, if you can highlight text and it all highlights as a chunk, the text has been placed in your website as HTML images. Google spiders can’t read HTML images.
If your image can’t be ‘read’ it doesn’t help your rankings. After all, it’s the words and content that are being assessed and indexed by the spiders. When you have a coach, they do the market analysis for you. They review your competitors.
Then they assess, and correct, issues that you probably didn’t consider, tiny tweaks ( i.e. adding words to images, modifying subheads, assessing key words on landing pages, metatagging appropriately) that have a huge impact on your searchability.
By the time my client came to me, she was fully equipped with keyword spreadsheets galore. Her website had been tweaked to ensure it was readable by search engines. She knew her analytics like a palm reader knows fortunes. She had even outlaid a plan of exactly what she would be targeting and how. She had researched competitors to see what they were doing well.
Hire an SEO Copywriter to create the content you need
You may have chosen a copywriter to do all the copywriting. SEO copywriting is a little different. For an inbound marketing campaign, do you need to hire an SEO copywriter?
Using the keywords you’ve carefully researched or been advised by your coach to target, you will now begin banging out the most important aspect of lead generation, your website copy. Why is it the most important?
Website content writing is what people actually see. Good content will be recommended and revisited. If a blog is interesting, people will sign up, tell friends, and visit to read articles often.
It also contains key words. These carefully placed, well drafted key words are what get you found for the services, skills and markets you’re targeting. Lightbulb, anyone?
When we write copy, we are not mundanely chatting on and on about ourselves. (Think about the last time you got cornered at a party by Mr. All About Me. His first name was Yawn.) We are educating, teaching and advising on the topics we’re an expert in. In doing so, people begin to visit your site to learn.
All that activity to your website, including inbound links (when someone posts a link to your blog on their site), page views, etc, will be recognized by Google search engines. When your website is recognized and considered to have authority, you rank higher. Then you generate more leads or ad revenue simply from page ranking.
I was hired by my client as an SEO copywriting expert. She assigned me 45 blogs. Let’s say you’re an organic food store. You probably target gluten-free diets. How else do we say gluten-free? Every answer you give is a keyword. Every keyword needs a blog. Every blog links to a page, links to other blogs, etc, etc.
My client took those keywords and formulated several pieces of content. A specific landing page might be ‘gluten free diet.’ That is your SEO website content writing.
The blogs could be any interesting, engaging topic under the sun as long as they contain key words relative to a gluten-free diet (and are linked, very specifically, according to what your business coach advises.) How about “10 Foods You Had No Idea Weren’t Gluten-free”? Or ‘Why It Really Stinks to Be Gluent-free”?
Be patient, keep posting, know it takes about 3 months to get started
SEO copywriting results aren’t immediate. Your inbound marketing campaign will take about 3 months to hit the indexing sites. The most important thing is to keep posting. You should continually develop content to keep fresh on your website.
A great trick is to have your SEO copywriter work ahead of your needs. My client predetermined topics and asked me to execute numerous blogs, website content and articles. Each was carefully formulated to target keywords. She is slowly releasing this copy piece by piece. Since it’s already done, she just has to hit publish. Easy, right?
Analyze and readjust as you see results happening
If you aren’t engaging with your audience, you might be missing out on an opportunity to target other markets and get more business. Based on what you publish, review comments, ideas and suggestions. Write additional keyworded articles to address these questions.
Did you hire a website company with an SEO expertise? They should have programmed your website to keep track of your analytics. They should be able to teach you how to continually track what traffic is coming to your website, where it’s coming from, etc.
Recognize the sales process and be ready to capture those leads
Yup, sales ‘process’ means it’s not a one and done. Clients are at different buying stages. Some are ready to buy now, others are just researching in case, at some point, they want to purchase.
Everyone who visits your site is a potential though, though, or they wouldn’t be visiting. Have a way to capture that information such as ebooks, white papers, a give-away, etc. If you need suggestions, ask your SEO copywriter for topics.
Ultimately, my client increased her leads 300% by having an inbound marketing plan. It was a well structured, incredibly formulated strategic attack. SEO copywriting is a piece of that success. Most importantly, it’s the piece people see, read, tell their friends about, and continually revisit the site to learn more about. And I, friends, offer these copywriting services. Go me!