Entries Tagged 'search engine optimisation' ↓

When you start working on your SEO strategy, the most important decision you’ll have to make is what keywords you will target.

The decisions you make will determine how effective your overall strategy is, which is why it is so important you get it right.

But time and time again, mistakes are made that cause frustration because the desired results are not seen.

The main thing to remember is that the keywords with the highest number of searches aren’t necessarily the best ones to target.

Mistake #1

The first mistake people make is going for glory – or at least the keyword that generates the most traffic. The problem is the competition for these words is very hot.

The problem with that is if you’re looking for short to medium term results, these highly competitive words will be beyond your reach.

When selecting your keywords, they must be specific. So rather than ‘camera’, go for the make and model because that’s what people will be searching for.

If you want to target a generic and highly competitive keyword, you just have to remember that it will take time, energy and money to get ranked for it. If you are looking for short term results, go for something less competitive:

Lower traffic & lower competition = quicker domination and an increase in traffic

Mistake #2

This mistake happens early on in the process.

When using the Google Keyword Tool, people make the mistake of looking at the broad match rather than exact match. Broad match is selected by default, so it’s important you check the exact match box.

For example, when searching for ‘garden shed’, under broad it displays 135,000 local searches per month. But under an exact search, that figure drops to 6,600 – quite a difference.

If you get this wrong, it could have a serious effect on your predicted ROI and traffic.

Mistake #3

Many people target plural keywords, such as garden sheds. The problem here is that people tend to search for singular terms.

Let’s face it, if you were looking for a new lap top, you’re more likely to look for a lap top as opposed to lap tops.

Mistake #4

A lot of people already have preconceived ideas about what they are going to target. The problem here is that preconceived ideas are favoured rather than looking at the evidence of what people are really searching for.

This results in being listed for words that simply don’t convert because they are not the ones people use to search for your product. Sometimes, it may be better to target a set of keywords, rather than just one, to widen your chances of being found.

Mistake #5

Another problem is taking words out of context.

If you targeted the word ‘ink’ people could be searching for printer ink, pen ink, how to remove ink stains etc. So the chances are a high proportion of your traffic won’t actually be looking for what you’re offering.

That’s why it’s so important to be specific in your keyword choice.

Mistake #6

SEO isn’t static. Many people believe it’s a painful process they’ll only have to go through once. But the truth is you must continuously monitor and analyse the effectiveness of your keywords.

Just because one is performing well now, doesn’t mean that will still be the case in the months to come. SEO is about constant adjustment and refinement.

Researching and identifying your keywords is incredibly important. It’s vital you do it right and continue to monitor it. Your SEO strategy will constantly evolve so you have to be prepared for regular reviews and tweaks as and when necessary.

What has your experience of keyword research been?

Have you made any howlers or had any particular successes?

Leave a comment below and share your experiences.

From that list of ingredients, this post will look at the power of SEO copywriting.

When done well it will help your search engine rankings, attract readers and convert them into sales.

Done badly it could harm your rankings, repel customers and won’t convert a sausage.

So how can you make sure you get it right?

5 signs of good SEO copy

1. Write for your reader

There is a popular misconception that SEO copy has to be written for the search engines.

Wrong.

When writing your copy, always write it for your reader. Forget about keyword density – Google is more concerned with the amount of text, the topic you’re writing about (i.e. that your keywords in your title tags etc., are aligned with your content) and how hot the competition is for your particular keywords.

Always, always, always write to your reader first and foremost because they are the ones you want to read your copy and they are the ones you want to buy from you.

2. Don’t be repetitive

How many times have you read a website only to constantly hear the keywords being repeated?

Don’t stuff your copy with your keywords so it gets repetitive. After all if that was the only factor Google was interested in, all your competitor would have to do is insert one more keyword than you to rank higher.

And if that happened, the internet would be full of keyword-stuffed gibberish.

3. Don’t forget to link out

You already know the benefit of links into your website as part of your SEO strategy but don’t forget to link out too.

Linking out to authoritative articles not only adds to your reader experience and keeps Google happy; it could also help you attract inbound links.

4. Structure

Writing for the web is just like writing for anything else.

Your copy must be structured and attractive to the eye if you want people to read it.

Make sure it has a beginning, middle and an end with a strong headline. Split up your text into small paragraphs using sub headings as sign posts to help your reader skim the text.

Also, headings and subheadings are the ideal places for your primary and secondary keywords.

5. Be natural

There are loads of software programmes out there than can automate or spin articles for you. But they are no substitute for a well-considered, well-structured and well written article.

Don’t be tempted to use shortcuts.

So the moral of this post is to forget keyword density when it comes to your SEO copy. The most important thing to remember is to write for your reader. They are the ones you want to attract and they are the ones who you want to buy from you

When you think search engine optimisation, what is the first thing that pops into your head?

• Keywords
• SEO copywriting
• Title tags
• Headings and subheadings

Yes, they are all very important SEO factors but for the on screen part of your strategy.  There’s a whole lot more that has to go on behind the scenes.

Off screen SEO is a vital part of your SEO strategy and has to work in conjunction with your on screen antics.

What are the off screen factors?

When thinking off screen you are looking at things such as:

Website

This has to be built by someone who knows what they are doing. A well designed structure and easily crawled and navigable site will do wonders for your SEO.

Links

These are vitally important. Every inbound link you get is like a vote for your website. And the more votes you get, the more Google will love you.

You can generate links from blogs, article marketing and directory submissions (e.g. DMOZ.org). But don’t just gather links from high ranking sites. Although a link from a site with a PR of 4 or higher is worth a lot, you need to mix in some lower ranked sites too.

The most effective inbound links are those where you have used your targeted keywords within the anchor text link. So, for example, if I wanted to generate a link back to my main website (Briar Copywriting) I would use an anchor text link similar to this:

“Copywriting, and especially the art of SEO copywriting, is essential to not only attract visitors to your website but also to generate and maintain great rankings within the search engines.”

Just remember that link building is something that should be done constantly.

Social media

You may have noticed that Google is using social media results in its SERPs these days. But more than that, social media activity will help you develop online communities. These people will talk about you and promote you to others and so drive more traffic to your website.

This is also the same for forums. Taking part in discussions will not only generate links to your website but it will get your name known.

For more information about SEO, take a look at Google’s own SEO starter guide for invaluable hints and tips on how to create an online presence that really works.

Content drives the internet and therefore search results – that’s probably why many people are still writing articles for the search engines rather than for people.

If you fall within that category and believe strongly that your primary audience are the search engines because your articles are there purely to provide links to your website, let me ask you a few questions:

Why do you do article marketing?

• To generate links to my website

Why?

• So I can boost my rankings

Why?

• So more people visit my website

Why?

• So I can generate more sales of course

Aha! So you’re doing this to get more people to visit your website.

People.

So why exactly are you writing mainly for the search engines? You’ve just admitted you do article marketing to attract people – not search engines, people.

If your article is incomprehensible because you’ve stuffed it with loads of keywords do you really think someone’s going waste their time reading it?

Even if it is the number one search result, no one’s going to pay it any attention.

If someone does open your article and finds it unreadable are they really going to want to follow any links within it that will take them to your website?

I doubt it because they’ll think they are going to be faced with yet more incomprehensible drivel.

So the moral is, write for your reader first and the search engines second.

What to think about when writing your articles

 Before you even touch your keyboard you must think about your reader.

•  Who are they?

•  What’s important to them?

•  How much do they know about your subject matter?

•  What issues do they have that they’re looking for solutions to?

• What do they need to know?

It’s not until you have answered those questions can you start to create an informative and interesting article that someone will want to read.

 But what about your keywords?

 Just because you’re writing for your reader doesn’t mean you have to forget your keywords all together.

•  Make sure they are in your eye-catching headline
• Break your article up into short paragraphs so it’s easy to read
• Create informative sub headings to help your reader scan your article
• Don’t fill it with links

To make sure it reads well forget about keyword density. When you write naturally about a subject you’ll automatically use your keywords and other words related to your subject.

Once you’ve written it read it out loud to check for rhythm, an easy flow and errors. If you find you are ‘tripping’ over your keywords you’ve probably included too many. Cut back within the body of your article but make sure they are present in your headings and sub headings.

At the end of the day, if you write with your reader in mind and not the search engines you can’t go far wrong.

Remember – when it comes to article marketing, your reader is king.

There’s a lot of great SEO copywriting out there but there’s a lot of bad stuff too.

Once upon a time it was considered that the only way to get your website to rank well was to create content that was purely targeted for the search engines. Inevitably, this resulted in a mountain of websites (and articles) that were stuffed to the rafters with keywords rendering the text unreadable.

Such as:

Brian is an SEO copywriter. He has been working with SEO clients for many years and excels in producing SEO copywriting that works. Through SEO copywriting he gains exceptional rankings for his clients. His SEO copywriting skills have been applauded the world over with his SEO clients the first to recommend his talents. “SEO is the way forward” said Brian, “SEO is what helps my clients get in front of their customers. Without SEO many didn’t get great online sales but now I have worked on their SEO copywriting they are getting more traffic.”

Yuk.

The sad thing is there are still a lot of people out there who think this works.

As more and more people realise that content marketing (articles, blogs and website copy) is the best way to get noticed, more and more badly written content is appearing.

If you want your content to get ranked and attract readers, here are a few things to bear in mind.

How to get your content read

1. Write for people

You may well be scratching your head thinking “Who else would I be writing for?”

Well most people, who generate content like the example above, don’t write for people. They are writing for the search engines by over stuffing their copy with keywords.

Writing for your reader is the most important thing. Naturally, you will include your keywords anyway so there’s no need to stuff them into every sentence you write.

2. Don’t be boring

When you try to boost the frequency of your keyword within your article you end up with something repetitive and boring. Plus if great rankings came solely down to the number of keywords you’d included you’ll end up in a ‘frequency war’ to see who can add the most. Therefore nothing that appeared on the web would be readable.

Therefore it is much better to keep your writing natural and concentrate on getting your keywords into other prominent on screen areas.

3. Maximising on screen SEO

To explain that last statement in number 2, the key on screen areas are in your headings (H1 and H2 etc.) and ALT tags for images.

Basically that means breaking down your article by using sub headings.

This not only gives more prominence to your keywords it also makes your article easier and more attractive to read.

Remember, the search engines will read every word of your articles but your reader will skim read and look at the sub headings.

4. Link out

Although you are trying to generate inbound links to your website through your content, it’s always a good idea to link out to other information.

After all, to create your article you would have probably done some research so why not link to it? Providing your reader with this extra information will add value and enhance your status as an expert in your field. And, with a bit of luck, might encourage more inbound links to your site.

5. Be natural

Last but not least, be natural.

As stated in number 1, you have to write for your reader first and foremost. But make sure the way you write is also accessible.

If you write in jargon and industry ‘speak’ you’ll reduce the accessibility of your work. Writing in simple language and in the second person (so you actually address your reader directly) will make it easier to read for everyone.

At the end of the day, natural copy will always do better than obvious SEO stuffing. Use simple language, plenty of sub headings and talk directly to your reader if you want to create content that ranks and is accessible to your reader.