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Tips From a Pro SEO Content Writer

By Tom McSherry in Featured

I’ve written a lot of SEO content, both for my own websites and those of my clients. I’m a professional. This article will explain some of the key elements and subtleties that set apart SEO content that’s “just okay” from the really good stuff – the stuff that generates sales and new clients.

About Keywords

If you’re just getting started with online business you may be under the false impression that SEO writing is all about keywords. Keywords are a necessary part of SEO content writing, but they aren’t the whole thing.

You need to optimize your keywords to get the best results at the search engines, but keyword optimization alone can’t ensure your site will get traffic or make sales.

You should aim to focus each page on one specific keyword. A few secondary keywords are fine, but each page should focus on one
keyword phrase.

That phrase should appear in all the essential elements of the page: Title tag, Description tag, Keyword tag, body copy, and the anchor text of at least one link out from the page (to another page on your site). Keyword density is not as huge a deal as you probably think, but try to stay within the 2-3% range to be safe.

Relationship Building

Now that we’ve touched on some of the absolute basics, let’s get into what really makes good web copy. You can pay $1 per page to an article writer with broken English who understands keyword placement and think you’ve made a great investment, but you won’t end up making a dime. Why?

Because that writing is for search engines, not humans. When was the last time you heard of a Net entrepreneur who got rich selling stuff to a search engine algorithm?

Your copy must strike a chord with human readers if you want to make money – end of story. In order to do that, your website writing must build a relationship with readers. This is done through several principles and techniques.

For instance, your website should establish your credibility as an expert. The tone of the writing should imply that you know what you’re talking about – you’re up to date on all the latest info. What’s more, it should present that information in the right way. It should be friendly and easy to read.

It should be simple, in the sense that it shouldn’t be any more complex than it needs to be to get a point across, but you should never insult your audience’s intelligence. Know your audience and your market, and write in a way that suits.

Write Like You Talk

This is one of the major tips that’ll make your writing smoother and more natural. Many of us learn our formal writing skills from high school or college.

Unfortunately, in terms of writing for the Net, everything you learned about writing in school is pretty much wrong. School tends to teach you to write in a way that makes you sound like you’re “trying too hard to sound smart” by using stilted sentence structures and big words.

Get rid of that stuff. Write your web copy the way you’d talk to a friend. Imagine yourself explaining the information on your site to a curious acquaintance, then write that down. This hits all the right notes: you’ll sound authoritative and trustworthy, you’ll be polite and friendly, and you won’t be putting on airs by using unnatural language.

This is all based on a very simple sales principle: People prefer to buy from someone they like. Make sure you’re likeable, via your website.

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Tom McSherry is a freelance copywriter and founder of Premium Online Writing. Tom was tired of seeing the Internet swamped with low-quality, disposable content created by low-budget freelance writers, so he created a service which aims to provide a one-stop-shop for business owners for all their online writing needs. This includes online sales copywriting and a comprehensive, high quality SEO content writer service.

The Copywriter’s Dilemma: Google or the Public? A SPN Exclusive Article

By Nikki Cripps in Featured

Recently a potential client contacted me to write content for his site for a new product.

The brief was as follows:

“The text is for Google not the public. The language needs to be “normal verbiage” in original copy but does not have to be technical. I want a key word density of 8%.”

At that level of density the keyword would have appeared at least every second line, and this was for a piece of work of 1500 words.

I declined.

I don’t write for Google, I write for humans. Keywords are important – essential – for search engines. But it is people who read the online content, who pick up the phone and who place an order. Who has the patience to read 1500 words with the keyword stuffed in so monotonously that the content becomes unreadable?

But the bigger question is: How did a website owner become so convinced that this was how content must be written? His commitment to the keyword density was unwavering and he even sent me examples of how easy it was to do. It would have been a challenge to make it work but a waste of time for me and the client. I’m not sure if someone out there took up the project – I’ll keep monitoring the site to see if it appears.

Keyword obsession is a dangerous game. The roulette spinner, aka Google, dominates the market for keyword promotion, ably assisted by SEO marketers and companies who have become enslaved to the idea that keywords equal profits and they are the one true path to success. Ten years ago the term “keywords” was not part of everyday lexicon. A search in Google (sigh) returns 301,000,000 results for “keywords.” All of this has undoubtedly contributed to the belief that filling content with keywords so it’s fatter than Santa’s sack is what matters in online content.

While the jury is still out on the appropriate density of keyword frequency (and I’ve seen some SEO companies recommend 10 to 12 percent) a creative approach to including keywords in content can overcome unreadability and obvious stuffing. Well written content, that is engaging, interesting, covers the keywords, answers customers questions, creates trust, and makes the customer want to do business with you is a more successful model than content written with an overblown emphasis on keywords.

As a professional copywriter I ask my clients to send me a list of their top ten keywords, in priority order, along with all the other information necessary to compile the content for their sites. Copy is prepared with the keywords included, but written with the ideal customer in mind. Good copywriters will always have “Think like a customer” as their primary focus. “How will this copy rank in search engines?” should always be second.

Writing for people is far more enjoyable than writing for a search engine, and I’m sure readers respond accordingly. Overuse of keywords alienates readers who feel they are being talked at, rather than communicated with. Why risk your credibility with customers unnecessarily?

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Nikki Cripps is a Sydney based copywriter who writes exclusively for small business websites. She’s been a journalist, public relations consultant and writer for almost 20 years. She is the owner and operator of www.wordsforwebsites.com.

In Defense of the Copywriter – A SPN Exclusive Article

By Nikki Cripps in Featured

Of course I’m going to defend the importance of copywriters. It’s not just my job, but my passion. Ken’s article was enlightening because it forced me to think further about the role of copywriters and re-evaluate their contribution to the success or otherwise of commercial websites, and it’s always healthy to check out alternative views.

There was plenty to digest in both the article and in the heated comments that followed its publication. Copywriters were quick to jump on the anti-Ken bandwagon, criticize his spelling, and overall crucify him for his DIY/shortcut approach to preparing online content.

And while there were elements of truth in his article, and he picked up three new clients, imagine how many customers he might have attracted if he’d written about the positives a copywriter can add to a website.

There are so many appallingly written websites on the net that there’s plenty of work for us all. Here’s five ways a specialist online copywriter can make a difference:

1) Experience. Good copywriters not only know how to write in perfect English, they also know how the web works, how to prepare sales copy, the importance of keywords and how to use them. Choosing the right copywriter from the hundreds of “experts” on the internet depends entirely on the expectations you have for your site. Just as websites range from high-tech interactive, gaming and multimedia to simple information brochures and basic e-commerce sites, copywriters come in all shapes and sizes. Their skill set will vary according to their experience, background, personal education and knowledge, so do your research, ask to speak to recent clients and don’t rely on their online testimonials or Google reviews.

2) Eye for detail. When I started out as a website copywriter five years ago I deliberately typed misspelled words into Google. Phrases included: “Stationary and Website Design”, “Accomodation”, “Pubic Relations” and my favourite “Copywrite 2005”. Bingo, a business was born. No-one is perfect, myself included, and it seemed cruel to make money from people’s mistakes. But once I’d diplomatically pointed out the errors I picked up work. From there on in I had to rely purely on skill! A half decent copywriter can pick a typo a block away and want to do something about it. Don’t risk alienating potential clients and customers by leaving errors or incomprehensible copy on your website. While perfect spelling might not be high on your list of priorities for your website, poor grammar and spelling could be interfering with your messages.

3) Speed. Once you’ve decided to go online it’s likely you want it all done yesterday. Here’s where a professional copywriter can make a difference to the time it takes to get you up and running. A quick turnaround in content preparation will have you connecting with customers sooner than if you tried to do it yourself. Don’t waste time agonizing over sentence structure, checking the thesaurus and reworking copy.

4) Value for money. The price for copywriting varies wildly from the overpriced and overhyped writers to the bargain basement offerings from developing nations. There is a happy medium that doesn’t charge exorbitant rates for original and unique copy. The bulk of copywriters fall into this category. We just want to make a decent living doing what we do best. Overinflated prices for poor work won’t lead to word of mouth recommendations, repeat work or referrals. Going offshore might save a few dollars but it’s unlikely to be original, will need serious editing by a professional, and fail to resonate with your target market because it has not been written by a local.

5) It’s hard to promote yourself. Unless you’re Donald Trump then talking about yourself doesn’t come easy to most people. Writing about yourself is even more challenging. A professional copywriter can take an external view of your business, analyze your competition and then create copy that positions your online presence in a positive, objective way. They will write about aspects of your business that you take for granted, including points of difference, unique selling propositions, customer service and your personal commitment and passion. As a business owner you intuitively know it is all there, but a copywriter will expand upon it, highlight the good bits and minimize the negatives.

Taking shortcuts or a cheapskate approach to copywriting is akin to DIY graphic design and SEO. It shows. Getting it right the first time not only saves time and money but the end product will look polished and professional, and word perfect.

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Nikki Cripps is a Sydney based copywriter who writes exclusively for small business websites. She’s been a journalist, public relations consultant and writer for almost 20 years. She is the owner and operator of www.wordsforwebsites.com.au.

Improve Your Email Newsletter Copywriting In Six Steps

By Derryck Strachan in Featured

The Internet has transformed the way we do business, opening new channels of communication and introducing far more direct ways of marketing to customers. One aspect of online marketing that is frequently underused is email marketing and one critical element that is often overlooked is the actual content of the email. So how can you get more from your newsletter copywriting?

1. Avoid the delete button. 90% of the millions of emails sent every day are spam. Your email newsletters can only be judged as successful if your customers actually read them. An effective subject line is the first point of contact – if that doesn’t have the power to engage and interest, your carefully crafted newsletter will end up in the recycling folder.

   You are already talking to an audience you know are interested in your products. So the door is already open. If your customer has signed up to your newsletter, then they’ve already expressed an interest. It’s now your job (or that of your copywriter) to keep that interest by constructing a newsletter that interests, entertains and, most importantly, informs.

2. Draw them in. A newsletter is only worthwhile if it offers the recipient something such as useful information that’s relevant to their business. Engage with your customer. Ask for feedback. If they feel involved in the process, then a two-way communication is opened, keeping them interested and much more willing to read your subsequent follow-up emails.Ask yourself what you would want to read as a customer and then craft your content around that principle. Content, as any good copywriter knows, is all-important, but it has to be content that is relevant. Without that interconnection, your reader will become bored and your newsletter will be heading for the trash bin.
3. Treat your customer well. If your customer has taken the trouble to part with their personal details, make sure you show your gratitude by acknowledging their sign up. That simple act reassures them that they are part of the process, not just an end result. Think of the email newsletter not as a short-term stopgap in your advertising and marketing campaign, but as a long-term process. The best email newsletters offer valuable, interesting and relevant content that extends the relationship you have with them beyond a website visit or sale. Your email newsletter is a vital part of your relationship with your customer – it shows that your business, brand, products, services etc are aligned to their lives. More importantly – a good email newsletter shows you care about your customers by providing them with content that’s relevant and interesting.
4. Content, content, content. A newsletter full of waffle, badly written content or irrelevant information is the quickest way to damage your reputation. The worst that can happen is that your customer looks for the ‘unsubscribe’ link and in one move you’ve lost them. Content for content’s sake is ineffective – it is merely padding that a customer will instantly see right through, so keep it relevant.
5. Keywords aren’t just for search engines. Search engines are not the only things that work on keywords – humans do too. Construct your content with ‘trigger’ words that are, once again, relevant to the customer and their business. Relevant keywords inspire little explosions of connection in the minds of your customers – use the right trigger phrases and your customers are more likely to follow your calls to action.
6. If in doubt, call a professional copywriter! Finally, if you really want your email newsletter to work, don’t be afraid to ask for help from a professional. Commercial copywriters are not just experienced wordsmiths; they’re also highly proficient in the techniques of marketing and business communication. If you need to get more from your email newsletters, why not think about engaging an experienced copywriter to create a template for you, write style guidelines, offer training – or simply outsource your email newsletters entirely. In that way, your email newsletters will continue to play an important role in your overall marketing strategy.

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Derryck Strachan is a freelance copywriter and the director of the award winning web content company Copywriting Devon Ltd. He works as a web copywriter for several leading UK search agencies, SMEs and large organisations across a range of sectors. Our services also include articles, blogs, press releases and content consultancy.

Secret Copywriting Trick Makes People Buy with Eyes Closed

By Dan Lok in Featured

“I’ve tried it all Dan. But after sending traffic to it (his sales copy), my response rates are still poor!” one of my mentoring clients told me on the phone.

“You’ve tried it ALL?” I asked.

“Yes.”

“And what do you mean by that?”

“From using proven swipe files for my headlines, using powerful benefit bullets to telling a compelling story – everything Dan!”

When he finished saying this, I understood where exactly he had gone wrong.

“You see, here’s exactly where you’ve gone wrong,” I told him. “What you’re focusing here is how you can SELL better with your copy.”

“You mean… we’re not supposed to sell with our sales copy?” he retorted in a confused tone.

“It’s the mindset! If you only focus on SELLING, that’s where a lot of things can go wrong.

The fact is, people don’t like to be sold to. But they always love to BUY.

When you focus too much on how to sell, you may come off boring, uninteresting, confusing. Maybe your end copy might sound compelling to you as the salesman, but it might sound irrelevant to your consumers.

So no matter how hard you sell, your response rates and profits will always have a low ceiling.”

“Wow, I never thought of it in this way… I thought all we need to write profitable sales copy is just be a skilled wordsmith,” he said.

“Far from it. The mindset where you’re writing from is much more important. Put in your prospects’ perspective – what you need to do is give them OFFERS they can’t refuse.

Earn their trust, their respect, their sale. Don’t try to make it, earn it.

If you do this well, you’ll never have problems getting rich.”

How to Write Friendly Rich Copy

“All things being equal, people want to do business with their friends.”

“All things being not so equal, people STILL want to do business with their friends.”

But how do we implement this into writing sales copy? Here’s our following conversation:

“But Dan, do you have any specific tips on how I can implement this with my sales copy?” he asked.

“Sure. Here’s an easy way to do it:

First, ask yourself how you’d perceive an ideal friend to be. Is he friendly? Does he has credibility in your eyes? When he says something, can you trust him? Now when he recommends something to you, what is his tone? How does he talk?

Those are a few of the questions you can ask yourself.

Whatever trait you think can compel you to BUY from him – without him having to ask for it, write it down. Because write your sales copy with them in mind and you’ll have what I call, a friendly copy.”

“That’s powerful Dan! But will writing sales copy in this manner make much profits at all?” he continued.

“Good gracious YES. It still comes back to the art of salesmanship-in-print. Sure you’d want to create rapport and sound friendly on your sales copy. But in the end, you still have to write from your prospects’ perspective.

Remember the THREE major response rate killers.

Boredom. Confusion. Disbelief.

Find out how you can craft friendly copy with these response rate killers in mind. You’ll have a FORTUNE maker before you know it.”

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A former college dropout, Dan Lok transformed himself from a grocery bagger in a local supermarket to a multi-millionaire. Dan came to North America with little knowledge of the English language and few contacts. Today, Dan is one of the most sought-after business mentors on the Web, as well as a best-selling author. If you enjoy this article, you’ll love Dan’s info-packed website: http://www.websiteconversionexpert.com

© Copyright 2012 All rights reserved. Jayde Online, Inc.

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