What's REALLY been worth reading over the past week? Craig Hanna, digital marketing consultant and resident GMA managing editor, introduces the articles that have caught his eye...
We all are now aware that SEO – search engine optimisation – is a hugely important factor that needs to be considered when you write online content. However, there is no longer a need to sacrifice the reader experience by focusing on the technical aspects of content and SEO copywriting. While it may have once been true that stuffing content full of keywords would have sufficed to fuel SEO, that’s no longer the case. Reading content that was just full of keywords was not a great experience for the reader, but now it is entirely possible to write engagingly while optimising your work for search engines.
Tools of the SEO copywriting trade
Search engine crawlers are more sophisticated than ever before and these advances have resulted in web content becoming more tailored towards the need of the reader. The following tools make this a simple task:
Keywords will always be important for SEO and there is no longer a need for them to be detrimental to your reader, as they should naturally fit into your content. This tool analyses your keywords and then assesses their relative value, so you can make sure you are implementing the key words that your customers are searching for and drive relevant traffic towards your site. As more than 15% of Google’s algorithm focuses on keywords, this is definitely an aspect on which you want to focus.
Not only does a page stuffed with keywords turn off your reader, it’s also detrimental for SEO, too. Most content experts agree that your keywords should only comprise 1-3% of each post. While it’s hard to monitor this yourself, this tool checks it for you to make sure you have the perfect balance of keywords to boost SEO without overwhelming your reader. Many internet experts have confirmed that keyword density of more than 5% can make your work appear to be spam, which is really bad for your SEO.
Some businesses choose to write a post that is entirely aimed at their client. They want to provide an awesome experience for their readers and that’s great. But, before you upload it, you can review your content here and make the small teaks necessary to make sure your post is awesome for SEO as well as the reader. This is a great way to look at your posts from the point of view of a search engine. As more than 66% of all clicks online go to the first three Google results, this means that no matter how much you want to provide a good service to your customers, you won’t reach your customers without devoting some time to SEO.
Are your competitors beating you in website hits and sales? What are they doing that you’re not? You can find out with this tool. All you have to do is give SpyFu your competitor’s web address and you can find out exactly what they’re doing. Download their most successful keywords and use that information to drive more business to your site.
When you really want to write for your customers, but are unsure what is and isn’t engaging, then you may need to chat with some or the amateurs and professionals who can provide really helpful advice in the forums here. If you’re struggling with the balance between writing for people and writing for Google, here is advice from people who have experience of this – learn from their mistakes and successes.
Google AdWords is one of the most popular SEO advertising tools around and for good reason. Have you seen the paid search results that show up when you Google something? That’s what AdWords does. Sign up for the service and give them the keywords that your customers will be looking for. Then, when someone searches those terms, your site will show up as a paid search result. If you want your site to show up for the right customers, this is the tool you want to be using.
A recent Google update means that the search engine now penalises content it they considers ‘shallow’. This basically means that Google rates posts with fewer than 1,000 words too short to provide sufficient depth and information to the reader. This tool can help you monitor your word count and make sure every post is 1,000 words or more.
8. Slick Write
You need to write regularly and you need to make sure your writing is high quality. Traffic is good for SEO, which then drives more traffic to your site, so it really is necessary to make sure you’re providing a good reader experience through your SEO copywriting. This tool can help with your writing style and make sure all your posts are engaging. You can be sure that once you’ve used this tool, your style, structure and grammar will all be perfect.
Many content marketers just don’t have time to check posts before they’re uploaded. This tool is great for such busy people, as it checks your work as you write it, eliminating the need to spend time proofreading work later. This does more than just check grammar, as it will also offer features like a thesaurus and sentence re-phrasing.
If you want an all-in-one solution that will help improve your SEO, this is it. SEMRush provides you with a dashboard where you can control your entire SEO marketing campaign. There are features such as an SEO audit of your existing campaign, problem solutions for issues such as ‘not found’ that you may come across, and backlinks audits and analytics. With these tools, you can really dig into your data, seeing what’s working and what isn’t. It’s the perfect way to ensure your SEO is up to speed.
The above tools can all be used to make sure your content is ideal for both customers and SEO. It’s a delicate balance, but now entirely possible to achieve. Once you perfect your SEO copywriting for both the reader and Google, you’ll see huge increases in traffic and conversions.
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