Tag Archives: online copywriting

The Importance Of SEO Copywriting In Search Engine Marketing

The importance of SEO copywriting in search engine marketing

The importance of SEO copywriting in search engine marketing.

Search engine marketing or SEM involves improving your organic search engine rankings and search engine advertising through PPC campaigns or other engagements.

The importance of SEO copywriting rests in the fact that it improves the quality of your SEM strategy from multiple angles.

Many businesses use a combination of organic SEO and paid search engine placements.

I have observed that if you initially pay Google for placements, even your organic search engine rankings begin to appear faster in the search results.

Hence, it is better that if you have just started publishing quality content and Google hasn’t yet started crawling and indexing your content on regular basis, you can gain quick visibility through running up few PPC campaigns.

How does SEO copywriting help you in SEM? Why is it important?

As mentioned above, how you define search engine marketing depends on your strategy.

You may want to completely depend on improving your organic search engine rankings.

You may not want to spend a lot of money and effort on high quality content, but you quickly want to increase your search engine visibility and you’re ready to pay for every click that you get.

Normally this happens when people are not aware of the benefits of improving their organic search engine rankings through strategic SEO copywriting and instead, they want to go for a quick fix.

Paid advertising is costly. You are paying for every click.

The search engine users know that since you cannot improve your rankings naturally, you are paying to increase your visibility.

Hence, trust factor is lower compared to organic SEO.

I’m not saying that you should refrain from paid search engine marketing altogether.

In fact, you can make strategic use of it.

But you shouldn’t make it into a major search engine marketing strategy.

The ultimate goal is to improve your SEO organically, and this is where SEO copywriting can help you.

Below I am listing a few reasons why SEO copywriting is important for your search engine marketing strategy whether you want to pay for your visibility you want to improve your SEO organically.

SEO copywriting reduces your PPC costs

When you pay Google for your search engine placements, you have a PPC arrangement.

There are also other modes of advertising, but this is the most prevalent one.

You pay for every click.

Your listing appears in the “sponsored” section.

Google declares it openly that you are paying for the placement and your content is not appearing in the search results because of its inherent quality and relevance.

This happens with every search engine. I’m using the name of Google because it is one of the most used search engines in the world with more than 97% market share.

So how does effective SEO copywriting reduce your PPC costs?

In two ways:

  1. Through actual reduction in the amount of money you pay per click.
  2. Through improving your ROI – you generate more business per click.

It is in Google’s interest that more people click your sponsored link because you are paying for every click.

But then, after a while, it will be counter-productive because paying for every click will prove to be so expensive that you may have to deactivate your campaign for a while.

Google doesn’t want to kill the goose that lays golden eggs.

Hence, it rewards you by reducing your PPC rate if your placement generates more clicks.

The amount of money that you pay is inversely proportional to the number of clicks you can generate.

Through efficient copywriting, you can make more people click your paid placements and as a result, end up paying less to Google.

Suppose, initially you pay $ 0.5 per click for your current placement.

The copy of your ad is really good and it encourages more people to click your advertisement.

After a while, Google begins to charge you $ 0.45 per click for the same position.

This way, Google will go on decreasing your PPC if more people click your ad.

This is one way copywriting brings down your search engine marketing costs if you are paying for your placements.

The other way is by increasing your ROI.

In a PPC campaign, you use aMr landing page.

If you get 100 clicks from Google, you expect to make at least 5 sales.

If your SEO copywriting is not convincing, you may make 2-3 sales per 100 clicks, or even less.

If your copywriting is convincing, you may make even 10 sales per 100 clicks.

Hence, the success of your PPC campaigns depends on how convincing and well written the copy on your landing page is.

SEO copywriting organically improves your rankings for your main keywords

You need to resort to paid advertising on Google because you don’t have good organic search engine rankings for your main keywords.

If your links naturally appear in the SERPs, then there is no need for you to pay for the placements.

Just imagine – if you go for paid placements, you are paying for every click.

Referring to the above example, if you are paying $ 0.5 per click, for 100 clicks, you will be paying $ 50. For 1000 clicks, you will be paying $ 500. And so on.

But what happens if you organically improve your search engine rankings?

People can find your links among the top results and when they click your links, you don’t pay for those clicks.

Hence, whether you get 100 clicks or 10,000 clicks, your cost doesn’t increase.

In fact, it is free traffic.

Can you easily increase your rankings for your primary keywords?

Not if you have great competition.

For example, if I want to improve my search engine rankings for “SEO copywriting services”, it may be very difficult because top content writing and copywriting services are already ranking quite high compared to my website.

So, what do I do?

This brings us to the next topic…

SEO copywriting organically improves your rankings for longtail and related keywords

While you continue with your effort of improving your rankings for primary keywords, you should first focus on improving your rankings for longtail and related keywords.

Hence, instead of aiming for “SEO copywriting services”, I may aim for “The top 10 benefits of SEO copywriting”.

If you’re running a real estate business in Mumbai, instead of trying to just improve your rankings for “real estate business in Mumbai” you can write content around “Why it makes sense to work with a local real estate business in Mumbai”.

Longtail keywords may not directly bring your business, but they increase your visibility and then this visibility brings you business.

If you publish informative content covering your longtail keywords, other websites and blogs have a reason to link to your website or share your link on their social media timelines.

This brings you the much needed visibility.

When people link back to you, it also improve your search engine rankings for your primary keywords.

Effective SEO copywriting brings down your bounce rate

Your bounce rate has a direct impact on your search engine rankings.

Your bounce rate tells Google whether you have valuable content on your website or not.

If people immediately leave your website after finding your content in search results, it tells Google that people are unable to find what they’re looking for, for the keyword they are using and finding your content.

Here is a small video that explains the relationship between your bounce rate and search engine rankings:

Hence, your content begins to lose its current rankings for the keyword.

Again, I will give my own example.

If someone searches for “best SEO copywriting services in my area” and comes to my website and within a few seconds goes back to Google to carry on the same search, Google downgrades my current rankings for the search term “best SEO copywriting services in my area” because it assumes that my website doesn’t have relevant information for the topic.

On the other hand, for the same search term when someone finds my link and goes to my website and spends some time going through my web page and even explores other webpages for a few minutes, it tells Google that my website has relevant information and consequently, it upgrades my rankings for the same search term.

This is how your bounce rate affects your current search engine rankings.

Relevant SEO copywriting gets you more backlinks

Getting authoritative backlinks is an inalienable part of your SEM.

What motivates people to link to your content?

Relevance. Value. Engagement. Topicality. Authority.

All these attributes can be incorporated through relevant SEO copywriting practices.

Concluding remarks

SEO copywriting is a big part of your search engine marketing strategy.

It renders a direction to your SEM.

It brings down your costs.

It gives you lasting search engine visibility once you have been able to convince Google that your content is relevant for particular keywords and search terms.

The importance of content writing and copywriting in the times of Covid-19

Importance of content writing and copywriting in the times of Covid-19 outbreak

Importance of content writing and copywriting in the times of Covid-19 outbreak.

The world is gradually settling down to the reality of living amidst the Covid-19 outbreak. How can content writing and copywriting help you get through these difficult times?

The lockdowns came and economies all over the world are opening up with great caution. There have been heated debates on what is more important – preventing oneself from getting infected or restarting the wheels of the economy.

Millions of jobs have been lost. Thousands of businesses have been closed and many are on the verge of bankruptcy.

In the meantime, Jeff Bezos is almost worth $ 200 billion. A lot of credit goes to the spike in the online retail market because people don’t want to go out and shop.

As someone who provides professional content writing and copywriting services, I see an increased demand from my clients in the online retail sector. Many on-demand mobile apps are coming up that allow people to buy products from home.

Cloud services is another sector that has experienced phenomenal growth during the Covid-19 outbreak, as a greater number of companies prefer their employees to work from home.

Even Google and Microsoft declared recently that they are encouraging their employees to work from home at least for a year.

Companies like Intel are changing their work culture on a permanent basis so that more of their employees can take care of their responsibilities from home using cloud services.

How can efficient content writing and copywriting help you during the Covid-19 outbreak?

Coming to the main topic of the post…

Whenever a calamity hits, some businesses are affected more, and some businesses are affected less.

There are many businesses, due to their positioning and targeting, who even profit.

Businesses providing digital services are profiting during the times of Covid-19.

Netflix is profiting. Of course, Amazon. Microsoft and Google. Gaming companies. Online video conferencing companies. On-demand food, groceries and commodity delivering services.

Hence, if you are providing services that can be delivered online, you need to enhance your presence.

I’m not saying that suddenly you’re going to give Amazon and Google a run for their money, there are thousands of small businesses that are doing great during the outbreak.

This also means that you need to maintain your visibility.

Almost everyone searches online these days whenever one is looking for a service or are product to buy.

The first thing they do is, go to Google or launch the Google app on their mobile phone, and search for the thing they need.

It’s very important that they are able to find you if you want to sell to them.

No matter how great your product or service is, if they are not able to find you, how are they going to become your paying customers and clients?

You need to improve your search engine rankings. You need to improve your conversion rate.

Targeted content writing helps you increase your organic search engine rankings.

Efficient copywriting helps you improve the conversion rate on your website or landing page.

During uncertain times, you may feel that you can ill-afford to spend money on professional content writing and copywriting.

This is understandable.

But, if you are spending money on advertising (something like PPC campaigns), then SEO content writing is, though, I don’t like using this expression, way cheaper compared to advertising.

When you run PPC campaigns, you pay for every click. And this every click is for every keyword. If you get 10 clicks, you pay for them. If you get 100 clicks, you pay for them.

But when you invest in quality content, your search engine rankings improve organically.

So, whether you get 10 clicks, 100 clicks, 1000 clicks, or even 1 million clicks, the only money that you spend is on the quality content that you are getting from a professional content writer.

The same goes with professional copywriting. Even if you don’t want to improve your SEO and you would rather spend money on a PPC campaign, how much of that paid traffic is actually converting?

If your PPC campaign sends all the traffic to your homepage, let me be frank with you: you are wasting money.

Traffic from a PPC campaign must always go to a landing page that has been specifically created for a set of keywords. Landing pages are specifically used for PPC campaigns.

A landing page needs professional copywriting.

Once people come to your landing page through your PPC campaign, they need to be convinced by your copy.

Every headline, every sentence and every bulleted list point contribute towards your overall conversion rate.

Hence, if you ever thought of making strategic investments in content writing and copywriting for your website, now is the best time.

You need all the visibility you can get during the Covid-19 outbreak which, the WHO has predicted, is going to last for a couple of years, at least.

How to write the vision and mission statements of your company

Writing effective mission and vision statements

Writing effective mission and vision statements

These days I’m working on a project where I’m writing vision and mission statements not just for the main company, but also for individual departments.

This gave me the idea of writing this blog post on how to write effective vision and mission statements for your company.

Over the years I have written countless vision and mission statements for different businesses and I can remember just 2-3 instances when the client was passionate about what was to be written for vision and mission statements. Otherwise, most of the clients just ask me to go through other websites and come up with my own (“but highly unique” – quote/unquote intended) versions.

Yes, it reflects on what sort of clients I attract, but that’s another story.

They don’t even know the difference. Just because everybody seems to have vision and mission statements, and without these statements, the “About us” page seems incomplete, they want to have them.

On second thought, why blame them? While trying to research for the topic, I came across many blog posts, even from the so-called reputed websites, that ended up mixing up vision and mission statements. I mean, the topic says something like “20 best vision statements” and they then go on to quoting mission statements from famous companies.

But first,

What is the difference between your vision and mission statement?

Sometime back I read a very good statement on the Internet about vision and mission statements:

Your mission statement is about what you are doing today, and your vision statement is what you are going to do in near future.

You must have come across the phrase “man with a mission” (or for the sake of feminists, “woman with a mission”). Or something like “we are on a mission”.

It means, you are doing something right now.

A mission statement answers the following questions:

  1. What you do?
  2. For whom do you do it?
  3. How do you do it?

Mission statement answers the following questions

This is what I have written as my mission statement:

My mission at Credible Content is to provide business writing services that actually help my clients grow their businesses.

Vision statement is about the future. What are your hopes and dreams? What bigger changes do you want to bring about in the world? What do you inspire to be?

Your vision gives your clients and customers an idea of what are your bigger goals. Remember that your bigger goals define the direction of your smaller goals.

Why is it important to have mission and vision statements?

Above I have written that very few clients take their mission and vision statements seriously. But there are some individuals and organizations, that do take your mission and vision statements seriously.

Your mission statement tells them your current focus. It tells them what problems you are currently solving. It tells them who your customers and clients are. It basically informs them of the nature of your current activities and whether the profile of these activities makes you suitable for them or not.

Your vision statement tells them where you are heading. Serious businesses want to associate with serious businesses. If you are not serious enough to even focus on your vision statement, then you are not reliable.

Hence, if you feel that your website is turning away good customers and clients, maybe you need to work on your mission and vision statements.

How to write a great mission statement

I will say it again: most of the people don’t know the difference between mission statement and vision statement and they tend to mix them up. Even reputed company sometimes end up mixing up vision and mission statements.

Your mission statement is about today. It must answer the following questions:

  1. What do you do?
  2. Who are your customers and clients?
  3. What processes and procedures do you follow?

Providing answers to these questions may seem like a long affair, but it doesn’t have to be. Restrict your mission statement to just 2 sentences and if possible, just a single sentence. But, no matter how many sentences you write, answer the questions listed above.

Here is Google’s mission statement: To organize the world’s information and make it universally accessible and useful.

Here is Tesla’s: To accelerate the world’s transition to sustainable energy.

You may say that these mission statements don’t answer all the 3 questions above, but if you read them carefully you will notice that, they do.

Take for example Tesla’s mission statement. Sustainable energy means they want to shift the focus away from the current ways of energy consumption. Pretty much everybody consumes energy in the form of fuel, gas and power. So, pretty much everybody is their customer.

What do they want to do? They want to accelerate the process. They want to go beyond simply researching, and provide viable products.

What is Google doing? It is organizing world’s information and making it universally accessible and useful. By merely reading the statement, you can make out what they do, for whom they do it, and how they do it.

Keep the following points in mind when creating your mission statement:

  1. Keep it as concise as possible.
  2. Provide answers to questions such as what you do, what are your customers and clients, and how you serve them.

How to write a great vision statement

Your vision statement gives your customers and clients the bigger picture. The give them a peek into your future.

What do you stand for? How do you plan to grow? What impact do you want to make?

This tells them about your work culture. It tells them what moves you and what keeps you going.

This was Microsoft’s vision when it was founded: A computer on every desk and in every home.

It is amazing how this vision came to be true. This was written when computers were a rarity.

LinkedIn vision statement: Create economic opportunity for every member of the global workforce.

As is clear from these statements, the vision statement is about your overall goal. This is what you eventually want to achieve. When you are writing your vision statement, talk about the next 5 years.

Something like, if you are writing your vision statement in 2020, tell your visitors what you are going to achieve by 2025.

Again, keep it as concise as possible.

How to get relevant traffic with SEO copywriting

Using SEO copywriting to get relevant search engine traffic

Using SEO copywriting to get relevant search engine traffic

Anybody can get traffic from search engines. Very few can get relevant traffic.

Well thought of SEO copywriting can help you get more relevant traffic from search engines, as rightly suggested by this Copyblogger blog post.

What is SEO copywriting?

SEO copywriting means writing content on your website or blog with the intention of improving your search engine rankings but at the same time, maintaining the quality and the engagement level of your writing.

Read: 15 SEO copywriting tips that will certainly improve your search engine rankings

Copywriting is all about convincing your visitors into performing the action that you want them to perform once they are on your website or blog.

Although, you are mostly writing content for your website or blog, many people prefer to call this form of writing as copywriting because you are constantly selling something whether it is the idea of downloading your e-book or further exploring your web pages or submitting your contact form or subscribing to your email updates.

When you also add the aspect of SEO (search engine optimization) it means using words, phrases and expressions that give Google and other search engines the exact idea of what you are communicating or what information you are providing to your visitors when they visit that particular link.

Read: Importance of keyword research before writing content

It then helps the search engines rank your content for those particular words and expressions (what you call keywords).

Using SEO copywriting to get relevant traffic

As mentioned above, relevant traffic means getting traffic that converts. Relevant traffic should increase your sales.

There are many ways you can use SEO copywriting to get relevant traffic to your website or blog.

Use highly focused content for better SEO

The above Copyblogger post suggests that you aim for a “minimum viable audience”. This immediately rings a bell.

Just today I was explaining to a client (mobile app development) that one single blog post shouldn’t try to contain all possible keywords and search terms for better SEO copywriting.

Instead, focus on solving one single problem and then provide a solution.

I know, in the times of longform content it is often suggested that comprehensive blog posts must be created that cover every possible topic related to the main, big topic.

Though, there is nothing wrong in doing that, but as much as possible, don’t dilute your content.

According to recent Google updates, it is not the length of your content that improves your SEO, but the relevance, the value that you provide.

Also, it is not possible for everyone to create 3000+ word blog posts with regularity.

Instead, focus on as narrow a niche as possible.

Don’t overlook location-based SEO copywriting

Suppose you provide accounting services in London. It’s no use optimizing your copywriting for keywords like “accounting services”, “bookkeeping services” and “accountant services” because these are highly competitive terms.

You have a better chance of ranking well if you concentrate on writing content for terms like “accounting services in London” and “bookkeeping services in London”.

Want to narrow down more?

Suppose you mostly serve clients in Notting Hill. Then why not focus on “accounting services in Notting Hill”?

If you can create lots of web pages and blog posts on how well received your accounting services are in Notting Hill, you will surely get relevant traffic and generate more local business.

Aim for less competitive keywords

A bit old advice, but still relevant.

High-competition keywords can take you ages especially when scores of websites and blogs are already ranking well for them. They must have toiled for months and even years to reach that position and you will need to do the same (or wait for a stroke of luck).

On the other hand, make a list of less competitive keywords, what they call “low hanging fruits”.

You may think that you will get less traffic for those less competitive keywords, but at least there will be some traffic in the foreseeable future. It is better than having no traffic.

Follow time-tested SEO conventions during copywriting

An increasing number of Google updates focus less on the language that you use and more on the intent with which you write and publish content. Nonetheless, the words that you use still matter.

Hence, use your main keyword within the first 100 words of your write-up. The logic is that sometimes the search engine crawler leaves your website without reading further. This is why, it is very important to hit upon the main topic as early as possible so that the crawler doesn’t miss the main point.

Aside from this, use your main keyword in the title of your web page or blog post and if possible, let your keyword appear in your URL.

It is understandable that you get a high when Google Analytics shows a rising graph of your search engine traffic. But unless that traffic increases your business, it is of no use.

This is why, when SEO copywriting, don’t focus on generating traffic, focus on getting relevant traffic.

5 Reasons your online copywriting is not converting

5 reasons your online copywriting is not converting

5 reasons your online copywriting is not converting

No matter how much traffic your online copywriting generates, unless people do business with you or unless they do what you want them to do, it doesn’t matter much.

Your online copywriting must convert.

Read: 10 copywriting tips to boost your website conversion rate

What is conversion?

In terms of writing content for your website (even your blog) conversion means people doing what you want them to do.

Conversion can be macro and micro.

Macro conversion means more people buying from you and more people using your service.

Micro-conversion can be anything.

You may want your visitors to download your e-book or your white paper.

You may want them to subscribe to your email newsletter.

You may even want to encourage them to come to your website or blog frequently.

You want to engage them.

Your macro conversion is the sum total of your micro-conversions.

The more engagement you have with your visitors, the greater are the chances of them becoming your paying customers and clients.

Here is a comprehensive explanation of the difference between micro-conversions and macro conversion. A long read, it is also good example of a pillar page as well as long form content.

How do you know your online copywriting isn’t converting?

Of course, if you are not generating enough sales it means your online copywriting is not converting.

If you are not getting regular subscribers to your newsletter it means your content is not inspiring people enough.

If people are not downloading your e-book, they don’t find your content or your copy worthy enough.

Somehow, your copywriting isn’t making a mark.

People are not impressed.

They are not finding what they are looking for.

You need to evaluate your writing.

Unless you know why your conversion rate is very low or even non-existent, you cannot make amends.

Listed below are 5 reasons why your online copywriting is not converting.

1. You are focusing more on yourself and less on your customers and clients

When people come to your website, they’re not interested in you just for the heck of it.

They have a problem and they are looking for a solution.

They have a need and they are looking for someone who can fulfill that need.

If you come to my website looking for someone who can improve your SEO with online copywriting, you don’t want to know what a great copywriter I am.

You want to know whether I understand your problem or not and accordingly, I can improve your SEO.

YOUR problem should be my focus, not my skills and abilities.

Of course, you need to know my skills and abilities, but they should be integrated into a you-centric message.

If you focus more on yourself and less on your customers and clients, there is no emotional connection and people leave your website without doing business with you.

2. You don’t have a call-to-action

What do you want people to do when they are on your website?

If you are simply busy generating traffic from search engines and social media websites without making it clear exactly what you can offer, your conversion rate is going to be low.

Your copywriting should make it clear that you are in the business of providing solutions people are looking for.

3. Your online copywriting is not web friendly

People have a certain way of reading text on their mobile phones and even on their PCs and laptops.

I have repeatedly written on my website that people don’t read blogs and websites the way they read traditional magazines and newspapers.

The digital world is full of distractions.

While you are browsing a website or a blog, you are constantly being disturbed by notifications and by the possibilities of easily going to another website or blog.

Since most of the people may be accessing your website or blog on their mobile phone, they may be sitting at a crowded and noisy place.

The point is, online copywriting needs to take into account zillions of distractions.

Write very short sentences.

Be clear about what you are saying.

Cover every important point as quickly as possible so that even if someone leaves your website midway, he or she knows what you are trying to communicate.

Keep your copy easily scannable.

Organize your text under various headings and subheadings and bullet points.

Don’t beat around the bush.

4. You have a misleading headline or web page title

Many people come to your website after coming across your link on Google or one of the social media websites like Facebook, LinkedIn or Twitter.

They will be drawn to your website due to the title or the headline that they read.

Some writers create misleading headlines and titles to draw people to the website or blog thinking that the only purpose of their writing is generating traffic.

Many entrepreneurs mistakenly think that it’s all about getting traffic to the website, whereas it is not.

Yes, you need traffic, but more than traffic, you need people who are actually interested in doing business with you.

When you use misleading headlines and web page titles, people feel cheated and they quickly leave your website.

5. You are not getting rightly targeted traffic

Rightly targeted traffic means getting those people to your website who would like to become your paying customers and clients.

For this, through your online copywriting, you need to target searcher’s intent: why people are looking for that particular piece of information?

In the beginning, when people had just started doing business online, I was providing web design and web programming services.

I mostly focused on creating and publishing HTML and PHP tutorials on my website.

Though I was able to generate lots of traffic, I rarely got clients.

Instead of targeting people who were looking for web designers and web programmers to build their websites, inadvertently I was targeting people who themselves wanted to learn web design and web programming.

Routinely publishing educational content is not bad, but publishing educational content just to attract an audience who is interested in learning but not in doing business, can be counter-productive.

Even for my content writing and online copywriting business I share lots of educational content but now I don’t repeat the same mistake.

Even when I’m sharing my knowledge and experience with my visitors, I never neglect the keywords and search terms that bring me content writing and copywriting clients.

Hence, be careful of your targeting when regularly publishing content on your website or blog.

Remember that it’s very chaotic on the web.

People will come across your information among hundreds of other links.

When they come to your website, they may get confusing or mixed signals.

The job of your online copywriting is to make sure that you articulate the benefit of doing business with you, as clearly as possible.

If you don’t do that, you will have a low conversion rate.