Focused content writing actually means SEO

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What exactly does SEO (search engine optimization) mean? It means generating and organizing your online content in such a manner that search engines can appropriately rank it for the related keywords and key phrases. If you are writing a page on providing content writing services or blog writing services then the search engines should be able to rank that page higher on the SERPs (search engine result pages).

Of course your source code must be free of unnecessary clutter and you must have the right information in your meta tags, but the real SEO juice comes from your content — what you are writing to describe your message. It’s important to know what keywords and expressions must be used and avoided; you don’t want to rank higher for all the wrong keywords (there is no harm in it but that traffic gives you a false sense satisfaction and that might be bad for your marketing efforts).

So decide on the topic, make a list of the words you must use to describe that topic and then start writing. Talk about the subject and try to focus on it — the search engines prefer focused, targeted content. Just be careful not to overdo it. There is a very thin line between keyword stuffing and optimized content.

Does your content writing solve your reader’s problem?

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Problem solving through content writing
Image source: arkworld

What makes your content writing effective? When it addresses exactly the issue faced by your reader. Whether you are writing a product description, a corporate profile, a blog entry, a tourist destination description, your whole agenda should be solving a problem, because once you solve a problem, you have delivered a solution, and everybody is looking for a solution.

But how does your content solve a problem if all you’re concerned about is help yourself or your client sell more? When you’re writing content for a website that needs to sell a product or a service, you need to take into consideration the following facts:

  1. Does your reader really need that product or service and is simply exploring various options by visiting multiple websites?
  2. Is your reader looking for a solution that can be provided by your product or service? (better anti-virus protection, or better search engine ranking)
  3. Is your reader there just to read some interesting trivia and has no intention of ever buying your product or service?
  4. Does your reader has no clue why or she is here and plans to go somewhere else within half a second?
  5. What sort of readers do you actually want to attract, and if possible, convert?

The first thing to do is, forget about trying to provide a solution to all the categories…it’s simply not possible through a single page and on the very first visit. Your most important readers is of the second category, and then the first category? Why second category?

Primarily we’re solution-oriented people. Even if we’re buying something just for a fad, we need to believe that that product or service actually achieves that. The reader of the second category has a problem. He or she may not be bothered about what product or service he or she is going to buy, provided his or her problem is solved. So you have a good chance of selling to that reader.

Take for instance your reader’s need to rank higher on various search engines on a long-term basis without having to spend lots of money. An SEO company can improve his or her search engine rankings, but so can a trained content writer. So how can you sell your solution (higher search engine rankings) by offering your content writing services? Explain to your reader as clearly as possible how good content helps improve search engine rankings. You can use client testimonials, you can refer to other authoritative articles, and you can use your own skill as a communicator: the basic idea is providing a solution to your reader, a solution he or she can afford, and believe in convincingly.

That is why you’re repeatedly told that don’t highlight features, highlight benefits. Of course some people do find features appealing (explaining the features of a RAID drive to a nerd) but basically we want to know eventually what a particular product or service is going to achieve for us.

Here’s another post on empowering your visitors by publishing solution-oriented content.

How to get new blogging ideas regularly

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Publishing a regular blog is a great way of attracting new visitors to your website, from search engines, other blogs, online forums and social networking websites. But it’s not easy to get new blogging ideas on an ongoing basis. I’ve personally observed that when I ask my clients to send me blog post titles they run out of them after 20-25 blog posts. On the other hand if I find the topics the projects sustain for long durations. For instance there are around 3 blogs that allow me to send my own blog topics (plus content) and I’ve been supplying blogs to them for more than 2 years now.

Considering the overwhelming benefits of publishing a blog, how do you make sure that you always have something to post. Here’s a blog post that discusses 13 ideas to inspire your blog content. Briefly, they are:

  • Using Google alerts
  • Going through blog directories for ideas
  • Subscribing (email updates and RSS feeds) to blogs of your interest
  • Linking to blog posts from other blogs (like this one)
  • Conduct polls (relevant to your blog topic) and discuss the results
  • Write about interesting things in your own life (don’t over-do this, of course)
  • Find interesting topics/debates and share them with your readers
  • Create blog posts out of the sub-topics of other blog posts
  • Ask your community for fresh ideas using your comment section and Twitter and FaceBook accounts
  • Invite other bloggers to write guest blog posts for your blog
  • Scan for ideas in newspapers, magazines, online forums and other websites
  • Write lists…this is a fad on the Internet, like, top 10 free content management systems, for instance
  • Get ideas from the classical literature.

You can read about these topics in detail on the link mentioned above.

Why my content writing services are different?

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Why my content writing services are different
Image source: Beatriz Sasse

I was just browsing through various content writing blogs and websites and this set a thought pattern inside my head: why should my clients work with me instead of all these people whose websites and blogs I’m looking at? Frankly, some are damn good writers and heck, even a couple of writers to whom I sometimes outsource writing assignments write better than me? So how do I convince prospective clients to choose me over other writers?

Here are a few things that come to my mind:

I understand how important content is

Really. People write simply because they think they’re better writers. I don’t think I’m one of the best, but I understand how important rightly targeted (written) content is. On your website, you are what you say, and even small things you say or don’t say can change the course of your business history. These days your content travels all over the Internet due to social networking websites (are you still dependent upon search engines for your traffic?) and wherever it goes, it takes you brand reputation along. Page by page, paragraph by paragraph, you weave your identity that culminates into reliable business opportunities. So when you approach me for your content writing requirements, I understand the gravity.

Besides, when I’m writing content I’m constantly brainstorming how every individual line is going to help your business.

I’m consistent

I’ve been writing content since 2003 and before that I was making websites (sometimes I still do). Back in 2000 when my friends and cousins were chatting, downloading porn or figuring out how to send emails, I was looking for business opportunities on the Internet. My oldest client has been with me since April 2002. So yes, I’ve been here for a long haul. Search for amrit hallan on various search engines and you’ll discover for how long I’ve been writing online.

I’m comfortable with technology

No, I don’t mean I was among the first who got the iPod or the iPhone, or even the Android phone (I still have none) but I’m comfortable with technologies that can help me deliver better services to my clients.

I know how to design websites, seriously

By this I don’t mean “I know HTML”. I’ve developed complete PHP applications, I’m more than average OK with CSS layouts and for many clients I have setup WordPress to manage their regular websites. Does all this matter if all I do is provide content writing. Yes and no. I know some of you understand. Those who don’t. It doesn’t matter :-).

I’m a better communicator

Better communication is the real essence of writing well. If you simply churn out words without communicating a single idea, you aren’t achieving much. Effective communications means taking your reader from point A to point B. If you want your reader to purchase a gadget after reading your copy then you should know how to first engage her and then convince her.

I’m constantly evolving

This I have learned (or is it learnt?!!) from writers who constantly approach me for work. Although they are very much interested in getting paying assignments, they don’t upgrade their skills as writers. They simply believe that they write well. The kind of bloated confidence they ooze…I cannot do it even after years of professional writing. I’m always learning new techniques. I’m always trying to figure out how to say things in a better, more convincing manner. I fully recon the competition is quite touch when it comes to providing professional content writing services.

I really want you to do well

I’m not just bothered about supplying the content and getting the payment. I really want you to do well and I want my content to play a constructive role in it.

Is the Internet changing the way we write?

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Writing is constantly in the process of evolution, as everything else is in this world. Almost 100 new words — taken from new worldly developments and the inter-mixing of various cultures — have been added to the English dictionary in 2009. How much impact has the Internet had on the way we write? This GigaOm blog post cites many instances, for instance the way people write online articles, blog posts, comments, Facebook updates, Tweets, and even text messages. But is that writing? Some of it, yes, most, no. One thing is clear, more and more people are writing, especially with the advent of Facebook and Twitter, but that’s not writing: they simply communicate.

Writing has certainly changed over the years. You read Charles Dickens, Dostoyevsky, and then you read Martin Amis or any other contemporary writers — you notice a big difference. There is less word-play and more communicating of ideas. Readers have less patience of intricate expressions and this is more true on the Internet. But let me not digress into literary writing.

As a content writer and a professional copywriter my primary concern is writing in such a manner that the central idea is conveyed sans obscurity and the reader is prompted to perform an action whether that action is buying something, contacting the business owner, forwarding a link or subscribing to a newsletter. My only concern is that the readers (prospective clients and customers) don’t leave the website just because the copy is too verbose, too long, or too brief.

Considering this, the Internet has definitely made us into better communicators and that’s what writing means: communicating the right ideas to cause the desired effect.