Tag Archives: copywriting tips

10 SEO Content Writing Tips for Your Small Business

10-SEO-content-writing-tips-for-small-businessDo you know that being a small business SEO content writing can easily be the strongest tool available to you? Some tips listed on this blog post can help you to great extent. Remember that these tips are not written in stone and every business may have its own unique requirements. But they can get you started in the right direction.

Content writing for SEO can cut down your advertising and marketing costs. It can significantly improve your search engine rankings. It can increase your business without increasing your costs. It can make people trust you more.

What is the difference between SEO content writing and normal content writing?

In terms of creating high-quality content for your website or blog, there isn’t much difference as far as the list of tips goes. Well-written, relevant content is automatically search engine optimized. Search engines like Google love quality content that solves people’s problems. Just the fact that you are publishing lots of content that solves people’s problems, can significantly improve your search engine rankings.

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Other than that, the fundamental difference between SEO content writing and normal content writing is, you take search engine guidelines into account when creating search engine optimized content so that it becomes easier for search engine crawlers and ranking algorithms to access your content, process it, and then rank it for related keywords and search terms.

You can write high quality content without caring about search engine guidelines. Although your content will be good and once people can access your content and your content may even be able to convert visitors into buyers and customers, you won’t be able to get good search engine traffic, especially if there is lots of competition.

So, normal content is good content, and SEO content is content that is good but is also search engine optimized.

Why SEO content can work wonders for your small business?

As a serious small-business you might be spending lots of money on advertising. If you seek traffic from search engines you must be bidding on different keywords using AdWords. This can be very expensive for your small business.

In AdWords, you may have to pay $2-3 per click for your main keywords. And the problem sometimes is, your main keywords may not even get you much business compared to your secondary or longtail keywords. Still, you spend money on non-performing keywords simply because you want to see traffic to your website.

Looking for an SEO content writing for small business?

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SEO content writing can increase search engine rankings of your small business website organically. Once your search engine rankings improve organically by diligently following these tips, you start getting traffic from search engines without having to pay for every click. Once you have gotten one of your links featured in the top 10 results on Google, whether you get 10 clicks or 10,000 clicks, it’s all free.

The good thing about organic search results is that people prefer to click organic results rather than advertisements. So even in terms of getting more traffic from search engines, organic listings are much better than paid listings.

But how do you make sure that your small business website or blog gets good search engine rankings through your writing?

Listed below are 10 SEO content writing tips for your small business that will increase your search engine rankings, and also improve your conversion rate.

1. Do keyword research before writing content

What keywords do people use to find your website or your content? What search terms do they use? This is one of the most important tips.

You can make a list of keywords and search terms using common sense and little bit of research. You can also use paid and free tools to do keyword research.

One of the most widely used free keyword research tools is the Google AdWords keyword research tool. Although most of its suggestions are intended to encourage you to bid on as many keywords as possible and hence, the suggestions are not as accurate as they should be, it gives you a good beginning, and lots of ideas.

Even if you don’t want to use any tool, do a broad search and then scroll down to suggested searches on Google. This tells you what search terms people are using that are related to your main search term.

2. Start writing SEO content around the keywords you have finalized

Remember that the most important aspect that Google considers for ranking is the quality of your content. No amount of SEO content writing is going to help you if you don’t have quality content on your website. If it is difficult for you to create compelling content using your keywords, in the beginning, just focus on the quality aspect.

Just make sure that the keywords or search term you are targeting appear, most preferably, in the beginning of your web page or blog title. After that, let your creative juices flow.

Once you are satisfied and you feel you have written whatever you wanted to write, start incorporating your keywords. Ideally, if you’re focusing on the core topic, most probably you will automatically end up using your keywords. If not, you will have to creatively incorporate them. Don’t overdo it. Your total number of words to your keywords ratio should be around 3-4%. Overuse of your keywords can get you penalized.

If you use WordPress for managing your website and blog, there is a good add-on called SEOPressor. It gives your content an “SEO rating” and if you are over optimizing – over using your keywords – it lets you know.

Having said that, it doesn’t actually matter how many times you use your keywords as long as you contextually use them. Just don’t overuse them.

3. Create a compelling title for your web page or blog post

Remember that it’s your web page title or blog post title that initially draws people to your website or blog. In the search engine listings, it is your title that appears as hyperlink. In fact, one of the biggest reasons why you should use your keywords in your title is because when people see the keywords they have just used in the title, they tend to click the link more. Even when you share your link using your social networking profiles, it’s your title that appears as the main hyperlink. People will come to your website after you title grabs their attention. Consequently, coming up with keyword-rich compelling titles is a big part of effective SEO content writing.

4. Also focus on longtail keywords

When writing SEO content, don’t ignore your longtail keywords. In fact, you should create dedicated webpages and blog posts dealing with your prominent longtail keywords. But even on your present piece of content, use a mix of your primary keyword and longtail keywords. This will prevent you from over using your main keywords.

It is also recommended that you use LSI keywords. LSI stands for “latent semantic indexing”. In terms of SEO content writing, it means using alternatives to your main keywords. You can use synonyms. You can use alternative expressions.

Read How does incorporating keywords increase your search engine traffic.

5. Mostly focus on providing answers to questions

provide-answers-to-questionsWhen using search engines, people don’t use specific keywords. They normally type questions (or say, if they use voice search). So, provide answers to these questions. Make a list of all possible questions your prospective customers and clients may ask before doing business with you and then publish all the answers using questions as titles.

6. Use conversational style in your SEO writing

use-conversational-style-when-writingPeople don’t use novelish language while surfing the web. They use very common, conversational words. A good example: when people are searching for “bananas” they don’t search for “an elongated yellow fruit”.

Even when they are searching, they use very common words pertaining to your business. You should also avoid using jargon because whereas jargon may make you look cool, it may lose you customers.

You can use a tool like Hemingway Editor to grade your writing. It says that content writing with grade 6-8 is better and gets you good search engine rankings. “Grade” here means, writing with grade 6 can be easily read by a 6th grader.

7. Use a well-defined structure

Use a well-defined structure means using headlines and sub-headlines wherever needed. Organize your thoughts in bullet points. Use quotes wherever necessary. Write simpler sentences and smaller paragraphs. Link to inner pages with appropriate anchor text. Use bold type a few times to highlight your main expressions. Stick to a particular length.

8. Use images to graphically convey your feelings

Long streams of text seem to bore people no matter how informative your text is. Insert images at crucial points. They act as a welcome distraction. They also help people refocus. Don’t use totally unrelated images. If you are comfortable using an image editing tool, create a mix of graphics and text.

9. Focus on something unique when writing SEO content

The more generic your content is, the harder is the competition it faces. Narrow down your targeting as much as possible. Search engine optimization for the search term that isn’t being used by many is much easier.

Also, focusing on something unique will help you avoid writing duplicate content which can attract penalty from Google.

Even if it is not possible to offer something totally unique, address a very unique perspective of your product or service and write about that.

10. Keep optimizing your existing content

SEO content writing doesn’t just mean continuously publishing fresh content. You also need to take care of your existing content. Over the years your website or blog must have collected a ton of content. If this content remains unattended, all that effort goes waste.

Make a list of all the URLs that contain marketable content on your website. Check their search engine rankings for the targeted keywords. If over the weeks, months and years their rankings haven’t improved, start rewriting the content from SEO perspective.

Maybe you used some bad practices like needlessly using your keywords and search terms, and you would like to remove them. Maybe over optimized your content in enthusiasm. Maybe you created thin content.

It is a time-consuming activity, but go through every link, check its rankings, and if it doesn’t rank well, rewrite it.

Concluding remarks

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I personally know a client who has cut down his advertising budget by 70% ever since he started relying more on SEO content and less on advertisements.

A good thing about SEO content is that sometimes the same web page begins to get ranked higher for multiple keywords or keyword combinations. If you use AdWords, you have to pay for every combination, but not for a link that ranks higher organically.

Yes, more effort is required. Content writing for SEO take some time to show results, especially when you have lots of competition. But the rewards are great. You get more targeted traffic. Your marketing cost comes down significantly. Your conversion rate improves. Your brand value improves because people begin to find quality content on your website.

Want to know how you can improve your search engine rankings as well as conversion rate of your small business website through targeted SEO content writing?

These Copywriting Tips Can Drastically Improve Your Conversion Rate

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Being a writer before being a content writer, my every piece of writing has an ample sprinkling of copywriting. Wondering what’s the difference between content writing and copywriting? Read: Difference between copywriting and content writing.

Now that I’m writing this, it comes to my mind that for a very long time, in fact, since years, I have not shared any tips on copywriting. There was a time when copywriting used to be one of my main services and I even used to rank quite well for “freelance copywriter”. Then I got distracted and my focus shifted to other activities.

In the coming days I will be refocusing on copywriting, especially sharing my insights and tips to help you improve your conversion rate.

Copywriting, as you will be able to read in the above-linked blog post, has more to do with selling. Through copywriting you are constantly trying to convince your visitors to do business with you.

With content writing you inform and engage, but it’s with copywriting that you eventually turn casual visitors into paying customers and clients.

Here is a good example of copywriting explained by Brian Clark of Copyblogger Media: The Greatest Sales Letter of All Time.

The above-mentioned sales letter was written for The Wall Street Journal and it has generated an estimated revenue of $2 billion for the publication. This timeless template is repeatedly used by advertising agencies to create a contrast between people who do and people who don’t.

Why knowing some copywriting tips is important for improving your website conversion rate

As I have explained multiple times on my website and blog, you need to convince your customers and clients. They are not just going to do business with you simply because you have a website and you have your products and services listed.

Copywriting convinces them. In fact, although, content writing improves your conversion rate in the long run, it’s copywriting that tips the balance in your favour and improves your conversion rate in the short-term, in a sense of immediacy.

Although all my clients hire me as a content writer (it’s because I promote myself as a content writer), aside from giving them great content, they also want my content to convince their customers and clients.

Intentionally or unintentionally, they overlook the fact that basically they are asking for copywriting (so, I should be charging more). Anyway, that’s another issue.

Are there well-defined copywriting tips that definitely improve your conversion rate?

No, there are not. Tips and rules are never written in stone, especially where human psychology is involved. The same applies to copywriting tips. Your conversion rate may improve by applying some totally unorthodox copywriting tactics that no one has ever come across.

Tips and tools give you a template. They are often a list of dos and don’ts that you can keep in front of yourself so that you don’t miss the important stuff and you don’t include the needless stuff. Even small things can totally screw up your copywriting and send people away from your website. It’s always better to know what works and what doesn’t and what has worked wonders in previous campaigns.

The biggest challenge you face when creating copy is keeping people on your website and getting their attention for as long as possible.

In his recent detailed blog post on copywriting (his which blog post isn’t detailed?), Neil Patel presents and explains 6 copywriting tips that can help you improve your conversion rate drastically.

A video accompanies the blog post. In the video Neil touches upon various aspects of copywriting that hook people to your website and encourages them to do business with you.

Although more than turning your visitors into customers he talks about keeping them on your website for as long as possible, in the long run it is more or less the same thing. The longer people stay on your website, the greater are the chances that they will buy from you.

I’m presenting below the gist of his copywriting tips that will not only make people stay longer on your website but may also help you improve your conversion rate. These tips and rules are not written in stone and they may vary from business to business, most of the advice is quite fundamental and you can easily use it on your website.

Answer all possible questions through your copywriting

Why won’t people buy from you? Either they don’t want to buy right now or they’re not convinced that they should buy from you.

If they don’t want to buy right now, maybe it’s not the right time for them or they are not aware enough about your offer and what difference it can make to their lives.

For people who are not yet ready to buy from you or are not aware enough to buy right now, your content writing can keep them informed and educate them. For that, encourage them to subscribe to your updates so that you can keep in touch.

Copywriting is for those who want to buy, who know that there is a need, who also know what a difference this particular product or service can make, but they are undecided about buying from you.

It’s the job of your copywriting to answer all their questions, the “why’s” that stop them from buying from you.

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Give them something to compare, something to contrast

Refer to the above The Wall Street Journal sales letter example. It compares two individuals: it presents a contrast between someone who reads WSJ and someone who doesn’t. In the letter, you can make out who benefits and who doesn’t, by a single decision.

In your sales copy you can also create a contrast: what happens if the visitor doesn’t buy from you and what happens if he or she does.

The standard formula works always… a person is facing a problem and you are offering an irresistible solution.

Back your solution with facts. Don’t just make wild claims. Give some proofs. Use some hard numbers.

Neil refers to the “4 Ps” of copywriting:

Problem, Promise, Proof, Proposal.

Make your copywriting compelling by the power of words

Being a writer, I know the power of words. Words can trigger revolutions. Words can change destinies.

There is a reason why some seasoned copywriters charge thousands of dollars for a single copy.

The message is very important, but how you deliver the message is important too.

Neil in his post cites a Winston Churchill speech but since I’m not a big Churchill fan, I will cite my own example, from my homepage. I’m citing it because recently a client copy/pasted this portion that sold my content writing services to him:

As an experienced freelance content writer who has been providing content writing services for many years, I know that content writing is not about selling your product or service.

It’s about selling the overwhelming benefits.

It’s about catering to the deepest desires of your customers and clients.

It’s about establishing trust and credibility.

It’s about using words that change the way people value you.

And selling? Well, it’s a natural by-product of effective copywriting.

Again, words can be really powerful. Even the words that you constantly send to the universe can have an impact on your life. You should always be careful of what words you say about yourself and about others.

Don’t follow a copywriting template when it comes to the length of your web page

Length isn’t important, the message is.

Have you seen some landing pages that just go on and on without saying anything important? This is a sure shot way of sending people away.

If you have something, say it. If you don’t have something, say that too. Don’t waste people’s time.

If you have lots of interesting information to share with your readers, they will definitely go on reading. But if you are just beating around the bush simply to make your copy long, you will just have a long copy and nothing else.

The most important part of your copywriting is messaging. What you want to say.

Need more words to convince people because you have plenty of compelling examples? Go on writing.

If you feel that you have said enough and nothing more should be said, then stop.

There is no set formula for the length of your copy. It depends on your message. It depends on your style. It also depends on the level of convincing your prospective customers and clients require.

For a further analysis of how strategic copywriting can drastically improve your conversion rate, you can go and read Neil’s post (linked above); he has also given many examples.

Looking for more copywriting tips that can help you improve your conversion rate? There is a bar below. Submit your email ID to keep in touch because I will be posting highly useful information on copywriting, content writing and content marketing in the coming days.