SEO Copywriting in Twenty Easy Steps

SEO Copywriting in 20 Easy Steps:

SEO copywriting:

  • Google search potential keywords to focus on for your search engine optimized article.
  • After reviewing the organic results, pull the URL’s from three to eight of the top ranking articles similar to what you’ll be writing.
  • Plug those URL’s into SEMrush, review the Pos., KD’s and consider the CPC if the client is running supporting Ads. Heck, I review them anyway because ranking a KD of 83 with a CPC of $23.00 kind of makes my year.

 

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by: Kendra EJ Woodruff

SEO Copywriting and Keywords

  • Select keywords from those results and decide if you’re going to go for the low hanging fruit (oh look, a cherry) or if you’ll cornerstone the big guns and knock out a two thousand word beast. If you are asking yourself “what is SEO, anyway?” You may want to click over to read more.
  • Depending on the social sites most relevant to your clients brand, analyze the graphics used on our previously mentioned URL’s. When appropriate, search for stock or original photos that have resonated well with our competitions organic reach.
  • The photos I select will often set the tone and cadence of my writing style.

SEO Copywriting Best Practices for UX – Headlines

  • Create a punchy (or click-bait or informative or…) headline using the chosen primary keyword and set your permalink.
  • If creating a cornerstone piece, get crackin’. Make a note to add the permalink to second and third branch articles after publication.

SEO Copywriting for Website Architecture

  • When working on a second supporting branch of the website SEO architecture, choose a cornerstone article to hyperlink up to using that articles keyword as your anchor text. If working on a third branch SEO copywriter piece, point to a second branch and cornerstone article using the same anchor text method.

SEO copywriting

SEO Copywriting for User Experience, Again

  • Write the way your target audience likes to read (“user experience” or “UX” is important). Be mindful of your H2’s and anchor text. Use synonyms as to not bore your reader (UX) which has been supported since Google’s Hummingbird algorithm release. Can I get an “Amen” from the cheap seats for that?

SEO Copywriting and Front End Design

  • If a standardized front end design article layout/design is not prescribed by the clients website, use a similar style that has ranked the competition.

SEO Copywriting to be Found on Google Images

  • Add your Alt text to photos using the keyword and those long, user friendly descriptions that spiders (and Hummingbird) love. Remember, you Alt text on your Pin will determine Pinterest ranking. Bonus points: Google Images pulls results from Pinterest, so make it pretty and make it count!
  • Finally, load your lead image, appropriately place CTA’s, place a Pinnable size image for Pinterest shares, size photos and test all of your links. How mad would you be after all this work if your pages produced 404 errors?

SEO Copywriting for AMP or Devices

  • Compress photos and videos for best AMP. If you are using URL link’s from YouTube, be sure you have optimized your video description there. Your JSON code from Google Console should pull it for you. Don’t quote me on that, I use a video guy.
  • Publish. Copy URL.
  • Finally, it’s Google Console time to markup schematic and grab your JSON code.
  • Place the JSON into the article. There are plugins for this.
  • Back to Google Console to index the article. No one needs scrappers hitting up your baby before it’s even pushed out to Hootsuite.

Social media posting time. I prefer to manually publish first run articles on the social sites. I eat, sleep and breath the social algorithms and consume their frequent chances like my life depends on it. My client’s satisfaction and ROI certainly does. Sadly, as a proud nerd, that means my life. New content deserves a fighting change to be seen by as many of my clients followers as I can spring. Yes, this means I publish the Instagram post from my phone and type out all those hashtags with my little finger. If you don’t know why that matters, you need me.

SEO Copywriting

Content Marketing – Content is Queen

Content Marketing

Content Marketing is Queen

There was a time, not so long ago, when it was a fairly impressive statement to have your own website. It meant that you had the money, authority and knowledge to take something from your brain and bring it to life; albeit digitally. It meant you could bring your message to the masses. Having your own website meant you could easily earn an immediate income by running a few AdSense.

There were fun old tricks to hack search engine’s into outranking competitors. A web designer could trick AOL (now I’m really dating myself!) and other search engines into thinking you knew it all by keyword stuffing, using spammy backlinks and tricky meta tag usage. (Also known as “black hat SEO”) Web designers could land many visitors and keep them there with… well, by virtue of not many other websites compeating for whatever you were peddling, much like “click bait” will do now.

Content Marketing is Not Click Baiting

But, shoot, now to rank in search engines, a web designer actually has to engage an audience with good content. We have sell something people want. Ideally, we have to be honest because you are getting savier. Content Marketing now means marketing agents must express our message in such a way that your webite traffic actually wants to stay on your website! 

Content Marketing… it was so easy when we used black hat tricks! -K. Woodruff

Content Marketing is telling Google that your products, message and service are great. They count things like a website visitors cinks around in the website. They even pay attention to social shares even though you won’t find that knowledge or proof anywhere. In my testing they do. Now, it could be that by virtue of haviing more organic traffic, people use a website more organicly, but I digress.

Content Marketers Have to Work Hard!

Which means that if you are going to DIY, you will have to work harder. You have to work at this at least weekly, and ideally. Publishing content at least twice a week will help you rank.

You have to to have a content strategy before you throw articles to the wind! -K. Woodruff

Content Marketing Strategy Starts With Good Content

Good content is not only important to get to the top of Internet searches. Good content marketing is also important to help make you money once people get to your website. If they show up and find bad content or no content, ie., they landed on your web page but it’s not what they meant to pop into, they’ll just leave before they can click on other links or buy any products. If your website isn’t high quality, neither is anything they can find there. Good content helps them stick around longer and builds faith in the quality of your site. It’s the voice to your brand and it had better sing like a siren if you want to lure those ships in from their setting.

Good Content Could Mean Earning Backlinks

Quality content is also important for getting links to your site. You can submit your content to article archives. People then use your content, which includes a link to your site. This raises your search engine rankings because Google gives you a little extra credit for being important enough that someone wanted to share you. The kicker? If Google thinks their website is crap (low Domain Authority or is a really new URL) your score may actually go down! (These are what we call those Spammy Backlinks… droves of URL sites with hundrads of paid links stuffed into an article that’s as easy to read as Chinese Calculus)

Quality content also gets people talking about you and your brand on blogs or their own Website. 

Content Marketing – What is Good Content?

So, what is good content? Good content should be written specifically for your target audience. If your customers are newcomers to the Internet, you don’t want to use technical jargon that they won’t understand. Similarly, if you are marketing to seasoned business people, you want to use more specific terms and ideas so they view you as a reliable source of information in your shared industry.

Content Marketing – Good Content Should be Well Written

It may seem obvious, but good content should be well written. You may be able to get a good price on content if you are shopping for content writers; you do get what you pay for unless you find an eager writer who is building our a portfolio. I am a big fan of these journalists and hunt them, myself. Many content witers offer content that is great for search engines with high keyword use (not the old-school Keyword Stuffing) They are a great value since you can just plug in their text, ad H2’s and a photo, internal link and call it a day after following your Yoast plugin instructions. 

Many Internet marketers focus on keyword density when looking for content. They require a certain quantity of the words they want to be search engine keywords. While this can work, the problem is that when you try to use specific words so many times it becomes repetitive and lowers the quality of the writing. Good content marketing writers can deliver articles that use the words enough just by writing an article on a specific topic. If you have quality writers, you don’t need to worry about keyword use.

Content Marketing – How Much Time Does it Take?

If you know what you are writing about and have something to say, it will be natural to pound it out in an hour. If you are a writer and if you become a natural at implimentiing SEO best practices. Otherwise? Plan on three hours, not including producing images or Pins.  Remember that search engines can not read that cool infographic or listen to that amazing video, so use your alt tags to tell the bots what’s in that photo and always offer an on-screen transcript of your video. Always. Did I already say always add a video transcript? Alright. And by the way, make sure to SEO the transcript. Yes, that means you may want to recored it again if you want it to match word for word. 

It’s impairative that your content be original. There are hundreds of services out there that will give you great content to post on your website for free, as long as you don’t change it. This is great for them because it generally contains a link back to their site and boosts their search engine rankings. It helps you out because it gives you content; however, if the content is all over the Internet, it’s not going to do you much good in getting yourself high on the search engine lists. It’s also not worth hiring those folks you find on Twitter from overseas because nearly 98% are so littered with language barrier problems that your visitors will know right away that you are not the voice writing and that you are just pumping out crud as fast as you can send your $5 PayPal. Worse yet? If you have dupliate content on your website, Google will penallie you and bury your website outside of rankings. In fact, this article was published on a clients site last year and after the one year lease expired, I still had to wait until their old website was crawled and then another two months before I could share it here. This is also why my website is currently a bit bare. I offered up my whole bag of tricks to a start up company. You’ll see more of me again.

Content Marketing – WSC Can Help

It may take you a while to find quality writers, or to learn to write yourself, but after you do you will quickly see the benefits.

content marketing, strategy, seo, blogging

Let us do our job, so you can spend more time doing yours.

If your time is better spent doing your job instead of focusing on content writing, posting, editing, marketing, then let us get you more of that time. It’s best to outsource those things which you have not mastered so you may earn more by running your business.

kendra woodruff, female web designer, women website designer, female business owner

Kendra EJ Woodruff, Founder of Word Spouse Consulting, LLC