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

What is SEO?

What is SEO?

SEO in a Nutshell

What is SEO?

What is SEO? Search Engine Optimization… or, optimizing for search engines in simplest terms means that you are making your website easily understood by a search engine. Your architecture (menu navigation matching internal linking structure) has an easy flow and there are no orphaned pages that a search bot can not access. We’ll be sure to update you here when we write how to optimize your website for your marketing efforts, too.

What is SEO? How Does it Work?

People search for topics and information using easy words. They are either typing them into the search bar or waking up their phone with a “Hey Seri” or “OK Google.” These words typed in or commands spoken are keywords. They are the natural words someone would use to find your service, product or article. For example, my keyword for this article is “SEO” with secondary words being: keywords, writing, website, nutshell, simple, easy, and how.

What is SEO? How Does Google Know I’m Great?

You want your website traffic to stay on your website, right? To become a valuable customer or loyal reader? Yes… the more visitors that land on your pages and stay for some time (or even better, they click through your site and check out your other posts) the more Google says “Oh, I sent our reader to the right page! I did a good job as a search engine! I’ll send more next time! I am so glad I did a good job so they don’t use Bing to get what they really wanted!”

SEO and PageRank

Your Page Rank goes up. You see more traffic and quality traffic. Quality traffic is more likely to follow your call to actions.

If the Google searcher finds your page and bounces in and then bounces right back out because your website page is not quite what you defined it to be, they leave quickly. This is called a Bounce Rate. You want a low bounce rate. This bounce rate makes Google feel like they did a bad job and it says “oh, maybe I don’t want to send anyone there again until I see something change.”

SEO Fast Help

First, let me share the biggest way to get your new content dinged. Sometimes just knowing what not to do is more effective than doing it perfectly.

Analyze Your Bounce Rate

Look at your Google Analytics. If you don’t have it, get it now. We can’t be friends until you have Google Analytics running so you can evaluate your success and identify problems with your website and marketing efforts.

If you notice your entire website has a high bounce rate, you likely have a crummy design. You must have a responsive website. This means that it responds beautifully by stacking your fields into a mobile device or tablet instead of trying to cram a desktop version on one tiny screen. No one tries to read those outdated sites and everyone will bounce.

If just a few pages are looking a bit high, have a look at the page on all devices and see if it’s responding ok. Are your call to action buttons working? How does your snippet preview read; maybe you need to rewrite it to better reflect the content on your page. Consider the article or page name for the same reason.

If you have a page that’s nearly 100% bounce rate, something is likely broken. Keep looking or call in a friend or expert to help you analyze your website.

Don’t Tricking Google With False Keywords

If you tried to be tricky by using false keywords, now you really have made your search engine angry. In fact, it knows all about what you have done and you have been penalized. That means you are hidden so deep in the search rankings that you may find Jimmy Hoffa.

For example, you have an online store selling children play equipment. Your items include sand boxes and play sand. You notice in your keyword research that there are millions of searches for the word “Beach” and only a few hundred in your local area searching for “Buy Sandboxes.” So, to be tricky, you title your page “Beach Backyard.” You use “Beautiful beach with children playing at sunset” for your photo description. You use the alt tags “Beach, Backyard, Sandy, Tropical, Sunset” and the photo is actually two children in their backyard sandbox playing at sunset. The first sentence of your product description is “Beach fun is enjoyed in your own backyard…” Houston, we have a problem. Nice creativity, and in fact, you have your marketing hat on straight on that one, but in SEO world, you are toast.

You may get five thousand website hits, but guess how many of them actually wanted your product and made a purchase? Zero. Now you have a penalized website and no sales. You will have a high bounce rate. You may also be penalized. Google will know that if they send a visitor to that site that the searcher won’t be happy, so Google sends them to your competitor.

SEO Right and Easy

If you take the above play equipment example and used your actual keyword, then you have quality traffic. You may only see a few hundred visitors, buy your conversation rate will be higher since you have delivered the product your users want.

SEO Tips, Fast and Simple

Write enough on-screen text (at least 300 words per page) on your website that a search engine can understand what your pages are about.

Write long cornerstone articles (1200 words or so) that you can internally link your smaller articles to so that your reader can get a more thorough understanding of your topic if they choose. Think of your navigation menu… each category should have a cornerstone article.

You have only one H1 (header one) per page and it starts with your Keyword.

You use H2’s and H3’s.

Your shorter 300-1000 word articles have an internal link to your cornerstone article based on it’s category.

You have included clear call to actions on your pages. These are links, buttons, etc. on your pages that your readers can easily take the action you want them to take. This can mean a purchase button, an email list, social share buttons, subscribe, etc.. These links are also followed by the search engines bots when your website is crawled and.

Alt tag all of your photo with your keyword and a few secondary keywords. Don’t just keyword stuff for the sake of traffic, tag your images with the content or product you are delivering,

Describe your image in the description field. You will see traffic from sources like Google Images and Pinterest.

Install the Pin-It button to your site so it’s easy for others to share your image. Remember, unlike the thirty second shelf life of a Twitter feed share or half an hour life span of a Facebook post, Pinterest pins are evergreen content. Don’t ever delete a page that has good pin shares! And your Pins should always be shared onto Pinterest for the first time from your website page it’s housed on. And don’t change the URL. Ever.

Free SEO Tools

If you are hosting on WordPress, get and use the free Yoast SEO plugin. Upgrade for just $99 a year for 301 redirects (a must in every bloggers lifetime at some point) and optimize your efforts with Social Media.

Want to know what your current Page Rank, Page Authority and Domain Authority are? Check with MOZ for free. You can also see your backlinks and how they rank. You want links from websites who rank above a 25; you will actually lose credit if you have spammy links from new or crummy websites.

Until SEO writing becomes natural for you, use this free tool. It mimics your WordPress options and fields and scores your post as you write it and offers suggestions! http://www.seoreviewtools.com/content-analysis/

Read Googles free book on optimizing your site for search. You can really get technical here if you dive deep, but you can also get a grasp on the basics.

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How Do I Hire An SEO to Help Me?

Call me sexist, but as a single women walking into a car dealership, I’m just expecting I’ll get a run around. Maybe times have changed, but I’ve only had one good experience (thank you Right Toyota in Scottsdale!) and finding an SEO is not that different. In a field dominated by men, we may be paying a premium due to the potential of being less tech-savy.

No one wants to feel they have been preyed upon. Not financially and especially not in business.

If you need answers so you can make the most informed decision while you DIY your own website SEO or have questions while hiring, I’m here to help. Ideally you will decide that WSC is who you would like to retain.

Our goal is that you will come to know that we are:

  • Serious business women.
  • Creative.
  • Number crunching, analytical nerds.
  • Good at what we do.
  • Financially Fair.
  • Honest.
  • We return phone calls & emails!
  • Deadlines are always met. Always
  • We’re happy to do it for you, or teach you how.

I work with business owners who have the same focus and dedication to their clients as I do and who are eager to achieve goals together without intimidation. No nonsense, measurable results and absolutley beautiful work. -K

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

Kendra EJ Woodruff, Founder of Work Spouse Consulting, LLC

Kendra@WorkSpouse.Consulting

623-734-6167

Social Media Marketing Coach for SEO

Social Media Marketing

Social Media Marketing Coach for SEO

The following is an overview from a conversation I had with a potential social media marketing client. She had replied to a message by email after responding to a multi-level marketing agent in one of my Facebook Marketing groups.

I had posted a screen shot of my Facebook Ad App showing a Facebook Video Ad relevancy score of 10 with just a few cents per engagement. She was looking for consulting for her social media marketing (SMM) and copied my Facebook note with her reply.

Facebook Ad App showing a Facebook Video Ad relevancy score of 10 with just a few cents per engagement.

 

When I consult on SMM, I’m not contenting to just take over the project and charge more than a client should have to pay. In social media, followers expect what the name states; they expect to be social. And who better to represent a brand than the founder or employees who are at ground zero every day?

Social Media Marketing Must Be Social

There have been clients where the most appropriate action they could take for their voice was to let an expert handle it. In some cases that meant put it on life support and train a few energetic staff. Social media marketing coaching is where I have the most fun! You would think I’d not want to share my secrets and just keep taking your money every month, but when I provide social media marketing coaching, I understand that I’m not your in house marketer. I’m here to get in, get your people working through the algorithms and reaching your paying clients without looking too “spammy.”

Social Media Marketing Strategy and Quarterly Tune-Ups

I appreciate a client who comes to me to learn how to manage the “manageable” portion of their own Marketing. I also encourage they come back for adjustments or deeper growth as they observe the success from our last meeting. I call this a quarterly tune-up, and my former clients enjoy a steeply discounted hourly rate for these services.

Below is a snapshot of what it looks like to work with me. If you don’t want to learn or deal with any of this, that’s why I have a team. We can be totally hands on so you can concentrate on running your business instead of trying to be an expert at ours.

Social Media Marketing Tools

If you don’t know and use these tools suggested, I encourage you to invest as much time as you can before throwing any more money at a Facebook ad campaign that is not working. I’d give the same advice in having a content marketing strategy before spending countless hours typing and posting away.

Content Marketing From Agency to Client

Here is our communication; I think it will help you understand if we can help:

“Hello!! You asked these on FB but I’m not on the same level yet…”

Social Media Marketing Coach: Ohh, yes. Of course. But let’s find out where to start…

1) How are you targeting your audience?

Client – FB demographics and keywords

Social Media Marketing Coach: Try this: look over your top preforming five or six posts on your Facebook Business Page and consider what they have in common.

Is your audience engaging by answering a question? Are they sharing your post?  Are they talking with one another and debating a topic? Are they engaging most with videos, pictures, gifs, or reposts from common sites like WordPorn, etc.. What are the common actions that drive your engagement?

Have you installed your Pixel?

Client – What is Pixel? Software?

Social Media Marketing Coach: Open your browser and Google search: “How to use Facebook Pixel” and when you find the content produced by Facebook, watch every tutorial and read everything they put out on it. It’s a 4-5hr investment that’s free and worth it’s weight in advertising gold. You should already have read everything they have produced on advertising. Take note to learn the difference between “boosting” a post and the finely tuned audience targeting available on Ads Manager. Then promise me that you will never boost again.

You may want to consider also reading and watching everything that Hootsuite has produced on Facebook advertising. But word to the wise, do NOT use Hootsuite to post on Facebook. They won’t tell you this, but FB penalizes pages for automated posts. (Use Hootsuite for Twitter by tweeting articles, info graphs or valuable videos every half an hour once you have at least 40-50 articles in your blog/content marketing pipeline)

Social Media Marketing Coach – Are you also running Google Analytics?

Client – Not running Google Analytics

Social Media Marketing Coach: I’m sure you have a Gmail account; if not, get one. That is your master sign on for everything in the free G-suite world. For just $5 a month (through Go Daddy, where I hope you purchased your URL), you can get your business URL as a gmail account and have access to the whole GSuite account for doc sharing with clients and remote workers and all sorts of goodies.

Google Analytics are a must. You must sign up for them today and start running them. Google also provides free tutorials on how to use their products. Invest 8-10 hours learning the basics of AdWords and Analytics via their tutorials. Once you do, the Pixel will start making a LOT more sense. The cogs will turn and I guarantee that a big light bulb will go off and you’ll start to “see” where your campaign will go.

Do you have at least 1000 buys, or CTA (call to action) takers to run a look-alike?

Client – Completely foreign 😬😬

Social Media Marketing Coach: When you use the Pixel, you are essentially tracking the movement of all of your website visitors. Facebook listens and watches where they go and where they came from so you can better target your audience. That’s why a realtor can target an audience that is “likely to move” and why I keep seeing Lexus ads in my feed. They know where I have been. Retargeting by 1st and 3ed party data is how they find your clients and customers when you tell them the demographics you are looking for.

Social Media Marketing for SEO When Your Pixel Fires

Social Media Marketing Coach: When you get 20-50 sales on your website, or call to actions taken (maybe it’s filling our a form or giving you an email address) your website should send them to a “thank you” page. You give this URL to Facebook as an “event” and every time someone lands on that Thank You page (because they took the action you wanted, like made a purchase or gave an email, etc.) your Pixel fires. An Event was achieved. After your Pixel has “fired” at least 1000 times for this event (firing means it says “hey, we got one!”) the Pixel can start constructing a Look-alike audience. It compiles those 1000-50,000 users and pinpoints what they have in common.

If you have WordPress, search for new plug-ins for Facebook Pixel; they are easy to use and free at the most basic level. If you’d like help setting these up, please don’t hesitate to contact our social media marketing for SEO expert

Social Media Marketing Look-Alike Audience

Social Media Marketing Coach: This is where it gets fun! You can set the sensitivity level or “sameness” level to any percent you want from that list of users who took the action you wanted. Imaginae, Facebook Look Alike Audience feature agrigates all of the “sameness” from your list of clients and customers who have already done what you wanted them to do. Then they find everyone in the city, country, world even, who fit that same “sameness” and targets them to see your ads.

For example, 80% similar will get you more traffic than 95% similar would, but the 95% similar is most like those who have taken action on your site and are more likely to take the same action. They are, in theory, more valuable. You just have to run an A/B test to see if, say, the 80% group converts at what % vs. the 95% compared to how much in Facebook advertising you spent to get that conversion (ROI) and decide what % to target.

What is your ad budget and what’s your relevancy score?

Client – Budget is $2-5k per month

Client – No idea on relevancy score…

Social Media Marketing Coach: That’s a decent budget… go to your most recent ad. I like to get simple screen shots from my Facebook Ad iPhone app. It’s the nuts and bolts shot you saw on the video ad Facebook Page. It says “relevancy score” and is easy to find. The higher your score, the lower your cost to get in front of your audience. Tens are the mystical unicorn and no one I know in advertising has seen one. I honestly thought they didn’t exist until this happened. Eights and nines are fantastic and you should consider them great numbers to achieve. Agencies are even happy running 6’s and 7’s in many competitive markets.

I can at least give you a new total ad spend if you had an 8+ relevancy score. The savings should be what you throw at coaching to get there… then, in a few months you are trained up to run it yourself and see those conversions.

If you’d like to retain us for further assistance, we run about $100 an hour for consulting. If I’m on a monthly retainer, it’s usually much less in the initial learning period of a few months. I can usually come on between $1,000-1,500 a month. I always recommend reviewing everything you can get your hands on that is free, first (like the Homework list above) for obvious reasons. It also allows you to get your moneys worth when working together because you area up to speed with therms and ideas we’ll suggest.

Things that can be done with our time include optimizing your website or teaching how to do it yourself. Search engine optimization (SEO) Optimizing your website’s interaction with social media (Twitter cards, etc.) Helping you analyze your Pixel and Analytics data and giving you clear ideas to implement improvement. Marketing software suggestions (and everything I suggest is free or, like, $15-20 a month) and most importantly, targeting your audience.

I have to say, though, LuLuRoe is a saturated market and you are not in total control of your own business. The last MLM gal I consulted with became so good at her marketing that I hired her as my Marketing Manager. So… if you can get more passionate about moving products than the products themselves, there is a wide, wide world of people needing what we do in case you fall in love.

I hope I have helped.

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What is is like to work with a Social Media Marketing Coach

Call me sexist, but as a single women walking into a car dealership, I’m just expecting I’ll get a run around. Maybe times have changed, but I’ve only had one good experience (thank you Right Toyota in Scottsdale!) and finding a social media marketing agency is not that different. In a field dominated by men, we may be paying a premium due to the potential of being less tech-savy.

No one wants to feel they have been preyed upon. Not financially and especially not in business.

If you need answers so you can make the most informed decision while you DIY your own marketing or while hiring, I’m here to help. Ideally you will decide that WSC is who you would like to retain.

Our goal is that you will come to know that we are:

  • Serious business women.
  • Creative.
  • Number crunching, analytical nerds.
  • Good at what we do.
  • Financially Fair.
  • Honest.
  • We return phone calls & emails!
  • Deadlines are always met. Always
  • We’re happy to do it for you, or teach you how.

I work with business owners who have the same focus and dedication to their clients as I do and who are eager to achieve goals together without intimidation. No nonsense, measurable results and absolutley beautiful work. -K

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

Kendra EJ Woodruff, Founder of Word Spouse Consulting, LLC

Kendra@WorkSpouse.Consulting

623-734-6167