7 Call-To-Action Techniques and Examples That Work

When it comes to your website, if you want your readers to do something, you have to ask them – but do you know how to do it the right way?

Call us

Want people to contact you? Try these tips!

If there’s a way to direct your readers to action that works better than others, do you know what it is? How do you get your audience to click, download, subscribe or purchase? What can you do to improve overall response rates?

To help answer those questions, here’s a look at seven specific call-to-action examples and strategies that work.

To boost the power of your advertising and click-throughs, try these techniques!

1. Offer Something of Value
Screen shot of Free Photo Editing call to actionWhether you offer a “Free Download,” a “20% Off Discount,” or something else, giving your audience something of value is a perfect way to get them to respond to your call to action. This sort of request speaks directly to a reader’s sense of motivation, encouraging him or her to complete a task because of what comes in return. To use this option, ask yourself what’s in it for your reader and emphasize that in your call to action.

2. Speak to Objections
Shutterfly Photo Prints call to actionYou know what your customers’ main objections will be in making a purchase, so why not head them off before they happen? Speak directly to these biggest objections by responding to them right in your call to action. If it’s worry about product satisfaction, include “Money-back Guarantee” in your link or advertising. If it’s cold feet about commitment, assure them of what they have to gain. Think through the drawbacks, from a customer’s perspective, of responding to your request, and figure out a way to alleviate those concerns.

3. Rouse Curiosity
eatreal.org call-to-action exampleThink about what makes you click an ad or respond to a call to action – isn’t it often because something in it made you curious? You wanted to find out more or learn something. Use this to your advantage: make it easy for your readers to do what you want them to by making it hard to resist. Pique their interest. Make them want to learn more. Ask a question to which they want to find the answer and you will see better responses.

4. Use Social Proof
Free Email from MailChimp cta examplePeople are much more likely to click something when they know other people have done it, too. When possible, use social proof to your advantage. Try a call to action that references the approval of other customers and fans. “See why 9 out of 10 clients choose our company!” or “Join the 5,100 readers subscribing to our newsletter!” are good examples of this sort of call to action. Show your audience that doing what you’re asking will make them part of the group.

5. Customize to Your AudienceamazonPrime cta example

Not every reader is alike, so your calls to action shouldn’t be either. Rather than sticking to a one-size-fits-all strategy, think about the people you’re trying to reach. The better you know your audience, the better equipped you are to reach them. If your goal is more sales, craft your calls to action to appeal to your most common demographics. To be even more effective, create different calls to action for the different stages of the sales cycle in order to coax readers through their purchases.

6. Include a Timeline
A sense of urgency adds importance to your call to action.
When there’s a timeline on your request, readers Freshman Admission Process call to action example know they have a limited window in which to act, and that prioritizes a decision. To encourage readers to respond to your request, give them a deadline. Try an “Act now to receive our 20% discount!” or a “This deal available for 7 days only!”

7. Sweeten the Deal
Example CTA: Add $4.52 of eligible itemsThink about the famous PBS commercials where they ask viewers to increase their donations – they always offer extra incentives. The same principle works online. When you want your readers to give a little more money or buy another product or take their action one step further, use a call to action that sweetens their incentives when they do.

Your thoughts?

What is it that you want your readers to do? Follow the advice in this article, and find a strategic way to ask. By using proven tactics to ask readers to follow a step or take an action, you make it easier to improve results.

About the Author ~ Shanna Mallon

Shanna Mallon is a writer for Straight North, a marketing agency providing specialized SEO, Web development, blog marketing strategy, and other online marketing services, with headquarters in Chicago. Follow Straight North on Twitter and Facebook.

 

Google Frees Up Search Results Real Estate for SEO Titles

Google Increases Page Title Character CountIt’s been an interesting week for SEO…in a good way.

As Jennifer Slegg reported last Wednesday, Google has increased the width of its main search results column. Granted, the news didn’t make for an earth-shattering headline, but Google’s redesign of its search engine results page (SERP) is huge news for anyone involved in digital marketing (including, of course, SEO copywriters!)

Let’s explore the implications…

More SERP real estate for page Titles  = SEO content opportunities

When we’re creating a page Title, we’re trying to accomplish a lot within a very limited character count. Ideally, your Titles should:

  • Include keyphrases (of course!)
  • Describe what the landing page is about in a compelling manner
  • Encourage target readers to take action.

Here’s the exciting news:

Previously, the recommendation was to keep your Title character count to 59 characters (including spaces.)  Now, we have about 11 more characters to work with for desktop listings — or approximately 70 characters including spaces (Google measures in pixels, which is why we say “approximately.”)

The additional character count feels almost decadent! There’s a lot you can do with 11-18 additional characters — like slip in one more keyphrase!

For mobile listings, Google has increased the Title space even more, to about 78 characters total.

The character count has changed for desktop search meta descriptions, too. Now, we have roughly 100 characters for each line or 200 characters total, including spaces. [Note: as of this writing, the expansion to 100 characters per line applies only to the first line of the description; Google is still only displaying 150 to 160 characters total before truncating descriptions with ellipses, although that should change soon].

Pretty cool, eh?

Will this new Title and description length “stick?” As I’ve said before, Google giveth, and Google taketh away. The character/pixel count can stay as-is, or change again (as it has in the past.) I always advise folks to not make any major changes immediately after a Google change…just in case.

But, let’s say the changes do stick. What does this change mean for your clients — and your bottom line?

Want to be an SEO copywriting hero? Suggest a content audit!

Chances are, your client (or your employer) doesn’t know about this change — and could benefit from a longer Title length.

If you’re a freelancer with a prospect that’s still not quite ready to commit, bringing this new development to her attention – and probably being the only freelance writer to do so – may mean winning your prospect’s trust and confidence. And winning the contract.

A smart first step could be a SEO content audit. Depending on what you find, one site audit may turn into more than just tweaking Titles. For instance, the content may be in need of rewriting or keyphrase editing — and that’s another way you can help!

Do you work in-house? Sharing this information can make you the in-house hero. Especially if you can conduct the content audit, find the opportunities and make the changes.

Check site analytics to determine your strategy

Because of the different Title character counts for desktop and mobile listings, you’ll want to answer an important question:

Does your client receive more desktop or mobile visitors?

If most of your visitors come from desktop search (as may be the case with B2B sites), you’ll want to follow the 70-count guideline for Titles. If the majority is from mobile, then you have more room to move.

The more likely scenario you’ll encounter is that their traffic is a mix of both desktop and mobile. So, how do you figure out a strategy when you’re straddling both worlds?

The answer: the same strategy we’ve pursued when we only had 59 characters, including spaces. Setting SEO aside for the moment, focus on putting the meaty, compelling, clickable, CTA information in the known visible part of the Title – meaning, the first 70 characters, including spaces. This way, the most critical elements appear in the desktop results.

Have fun!

The longer Title character count is good news for companies, searchers and — yes — SEO copywriters! How are you going to leverage this new opportunity? Let me know in the comments!

Want to learn more juicy SEO copywriting tips? Sign up for my weekly newsletter — it’s where I publish my best stuff!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How to Write Traffic-Boosting Cornerstone Content (It’s Easier Than You Think!)

Are you looking for a new way to wow your readers — and Google, too?

Smart cat

This smart cat writes cornerstone content. How about you?

Consider writing cornerstone content. It’s an in-depth, authoritative piece of content that answers an important question in your industry better than anyone else does.

The advantage, according to Mike Allton of The Social Media Hat?

“These kinds of extensive posts get exponentially more shares than shorter posts, and that helps drive traffic which increases the already high ranking factor, bringing even more organic search traffic. Those visitors are just as compelled to share the post, thus continuing to feed the process.”

Let’s talk about how to make it happen.

What Makes Content “Cornerstone” and Why It Works

Cornerstone (or “pillar”) posts are usually about 5,000 words. They’re long enough to go into real depth on the topic but short enough to maintain focus.

Still, writing 5,000 words is no small project. — it’s like writing a short e-book or a long white paper. Plus, this isn’t the kind of piece you can just whip up off the top of your head in an hour or two. It takes a lot of research and planning — both for the construction of the post itself and for its promotion.

There are obvious SEO benefits that come with writing pillar posts. They’re a magnet for incoming links, and in terms of conversions, they can do a lot of the heavy lifting at the top of your sales funnel.

Google’s most recent Search Quality Raters’ Guidelines came out in late 2015 (with an update in March of 2016), so the emphasis on useful, authoritative, original content has never been more apparent.

Pillar posts are especially powerful in B2B content marketing because of the way the sales cycle is changing across a wide spectrum of industry verticals. A 2015 study by Forrester found that as many as 74% of B2B buyers do more than half their research online before making a major purchasing decision while a 2014 Accenture study found 83% of them specifically research supplier websites.

B2B vendors can’t afford to ignore these statistics. The majority of buyers aren’t calling vendor sales teams in the initial research stages — they’re going to vendor websites instead. This means that the top of the funnel — your content —  is your salesperson.

And it can’t just sell. Before it can get to talking benefits, your content has to do what the most effective salespeople do during the consultative sales process: build trust.

(Want more proof? In a recent interview, Mike Allton discussed the key role that authoritative, long-form content plays.)

Why Writing Cornerstone Content Isn’t as Hard as You Think

The sheer length of pillar posts is a big reason a lot of people don’t write them. The “10-times-better” benchmark can also be intimidating, even to those who know their stuff. If you do it yourself, it takes time. If you hire a professional, it won’t be cheap — and it shouldn’t be.

But there are a few things that make content creation easier.

For one thing, you don’t have to churn out a pillar post every week. Writing one a quarter can be enough, especially since writing less frequently means you can devote the time to getting it right — leading to a more effective piece in the long run.

In addition, pillar posts are a repurposing goldmine. Once you have one written, you can repurpose it for any number of content types, including:

  • Infographics;
  • Shorter blog posts on related subjects;
  • Webinars;
  • Slide decks;
  • E-books;
  • White papers;
  • Newsletter articles;
  • Interviews with prominent thought leaders.

Not to mention all the related social media and other promotional opportunities these bring with them.

Leverage it right, and a single pillar post can drive your content strategy for many months after the original piece was published. It might be a lot of work, but in the long run, it makes your future content strategy more efficient.

How to Choose the Right Topic

Of course, it’s essential to pick the right topic. It needs to be something your audience cares about. Something that keeps them up at night, that’s crucial to their job, and that’s not self-evident or easy to get right. It also should be a topic that isn’t already done to death.

Sometimes, the question or problem you need to answer is obvious. Other times,  it takes a little digging. And even if you think you know what you want to write about, it is essential to do the research.

Here are some places to get ideas for topics:

Keyphrase research. Check out Google Analytics, SEMRush, or another keyword research tool to see what terms people are searching for around the topics you’re considering. Pay particular attention to questions people ask in the search engines. Run an analysis on a typical question related to your industry, and see what other keyphrases and question phrases come up and which have the most volume – and the least competition.

Social media and forum discussions. Take a look at LinkedIn discussion groups, hashtags on Twitter, and hot topics in industry forums to see what questions seem to preoccupy people. Check out BuzzSumo to find out what content is already killing it in your industry and what topics seem to do well. BuzzSumo is also a great resource for finding influencers to target.

Other industry bloggers. It’s essential to be aware of what other people are publishing on a topic. First, you need to know what’s already heavily covered — no matter how long it is, your post isn’t likely to gain much traction if it’s already been done to death. Second, it’s crucial to look for the gaps in coverage — the questions that aren’t answered anywhere else. These are big opportunities.

Regulatory or industry changes. Are you in a heavily-regulated industry? Or one where the landscape is always changing with new technologies, platforms, and best practices, such as SEO and social media marketing? If that’s the case, you could gain a lot of traction if you’re the first to write about how your audience can solve new challenges around a recent regulatory or industry change.

Your customers. Even if you’ve spent hours researching online, it can be eye-opening to have a quick chat with an actual member of the audience you’re trying to reach. Your best source is often current customers: people who have a clear, proven need for whatever you’re ultimately promoting. Get them to tell you what topics they want to read about most, what problems keep them up at night, and what challenges you can help them solve.

You don’t necessarily have to do this over the phone, of course. You can also send out a quick survey using a service like SurveyMonkey to gauge interest in different topics, send out an email questionnaire, or ask the question on your own social media channels.

Your sales and customer service teams. With the exception of customers themselves, nobody will know more about the challenges your audience faces than the sales and customer service personnel who address them every day. If you work with a company that’s big enough to have these teams, it’s worth it to include them in the conversation when picking a topic.

How to structure cornerstone content

Plan cornerstone content

Ready to plan your cornerstone content? Let’s go!

Cornerstone content is too long and complex to write off the top of your head. It has to be properly structured, and that takes some thought and planning. You need a format that’s broad and meaty enough to merit this type of post, but short enough to provide focus. How-to and definition-type posts tend to do particularly well as formats for this type of content.

No matter which format you choose, however, you’ll have to create an outline before you write. Your outline can be simple or in-depth, but you’ll need to make sure your piece flows logically from one point to another, your thoughts are organized, and you break things up in a readable way.

Derek Halpern has a good suggestion for that: check out your existing blog categories and make a list of the four or five most important ones relevant to your topic. Use those as subhead groupings and expand on the content you’ve already written in this area. This technique not only helps you focus your thoughts and structure, but it gives you an easy template for linking your pillar posts to other posts on your blog — and that is great for SEO.

Since cornerstone content is evergreen (and, by definition, timeless,) set it up as a page on your site — not a post.

The Rules for Cornerstone Content SEO

Rule #1: Do your keyphrase research. It’s pretty trendy these days to think keyphrase research is dead. The thinking goes like this: because Google has gotten so much better at judging searchers’ intent, you don’t actually have to use keyphrases in your copy. You can just write phenomenal content around that subject, and the rankings will magically fall into place.

There’s a grain of truth to this. But mostly, it’s wrong.

Yes, it’s true that keyword stuffing is a very outdated technique. It’s even outdated to use all your keyphrases verbatim, especially when that results in stilted writing. Best practices are always to write naturally and put readability first.

However, as this recent post by Moz’s Rand Fishkin emphasizes, ignoring keyphrase research entirely amounts to shooting yourself in the foot. What you call something internally in your business and industry may not register at all with your audience. You have to know how your audience talks about these concepts in the real world, and you need to use this language in your content.

Beyond SEO, using the right keyphrases (and being findable in Google) positions you as someone who belongs in your readers’ world. If you don’t speak your readers’ language and use their terms, you’ll look out of touch — even if the information you offer is spot on. This is especially true for a B2B audience, which often uses very industry-specific, technical language and terms.

Rule #2: Leverage the questions people ask. When you did your research to pick a topic, you (hopefully) used a keyword research tool to find out what questions people are asking, the language they’re using, and the keyphrase competition. Give your on-page SEO a boost by using those question keyphrases as subheads. Using questions as subheads is also a very effective way to organize a longer post.

Rule #3: Link to other blog posts on your website. Do you have other, related posts? Link to them from your cornerstone content piece. That way, your one post becomes a stand-alone resource on your site.

Don’t Forget to Include Influencers 

Since the days of master copywriter David Ogilvy, it’s been said that the success of any content — even Talking to an influencerthe best, shiniest and most helpful content — is 20% writing and 80% promotion. Best practices for blog post promotion is a pillar post of its own. But since it’s so crucial to your post’s success, I’ve included the tactic I’ve found most helpful: when choosing a topic, give a lot of thought to its potential for influencer tie-in.

If you don’t already know who the influencers are in your industry — prominent journalists, bloggers, social media personalities, and thought leaders — find those people. Who among them has an audience most similar to yours? Who has an interest in the topics you discuss? Whose activities, services, or projects provide an interesting collaboration opportunity?

Especially if your audience isn’t already big or you’re a start-up in a market with some established competitors, getting an influencer to help promote your work can do a huge amount to build your audience and your credibility.

Sure, you can write a post and then send a quick email to a few influencers, asking them to tweet about what you’ve written. But that’s likely to fail, and miserably. You’ll get a lot more traction if you bake your influencer strategy in from the outset. That takes two steps: first, figure out an influencer tie-in strategy for the post at the topic selection and planning stage. And second, build a connection with that influencer well before you publish.

Sometimes, the most effective way to involve an influencer is to involve them directly. Ask them to do an interview or comment directly on the topic. If they’re directly cited or featured, they’ll (hopefully) share the article with their audience once it’s published — dramatically amplifying your promotional reach, and putting you on the map for a large number of new prospects.

Another way is to link to their work, discuss it in a meaningful way at some point in the article, or directly quote something they’ve written. Don’t forget to let the influencer know you cited her. Hopefully, she’ll amplify your message and share it with her audience.

As Stone Temple Consulting’s Eric Enge shared in his interview and SEO Copywriting Certification podcast on influencer marketing, you’ll be far more effective at this if you build up a relationship with an influencer ahead of time.

No, this doesn’t mean stroking or pestering them. It means connecting with them in a meaningful way, be it through social media, blog comments or otherwise engaging with them. It might mean sending a private message that asks for nothing, but instead gives them kudos for an accomplishment or provides some information of value. The idea is to start a conversation, not ask for a favor.

Closing Cornerstone Content Thoughts

The idea of writing cornerstone content pieces can often be intimidating, even for people who blog regularly. The good news is that you don’t have to publish them on a frequent basis. Pillar posts do take careful planning that goes beyond the writing—but they bring enormous benefits that extend long after the date of publication. With the right planning and an influencer marketing, SEO, and repurposing strategy that covers all your bases, you should be able to get a lot of mileage from every one of your pillar posts.

Don’t miss out on exclusive newsletter-only tips and strategies. Sign up for the SEO Copywriting Buzz newsletter today!

Jen Williamson is a copywriter specializing in fun, fearless copy and content for software and B2B sales. She holds certifications from the SEO Content Institute, Meclabs, and Hubspot’s Inbound Sales program. When she’s not working (ha!), she can be found immersed in a good book, teaching herself to knit, or training for her next marathon. In real life, she lives in Brooklyn. Online, you can visit her at her copywriting website, or find her on Twitter and LinkedIn.

Photo thanks: © Barbara Helgason | Dreamstime.com

© Ivelinr | Dreamstime.com – Time to Plan

 

 

Is it Time to Upgrade From Freelance Writer to LLC?

Do you need an upgrade?When I made the move from freelancer to starting a content development agency, the decision of which type of business to form was an easy one. I went from being a sole proprietor to being the co-owner of a limited liability corporation (LLC).

Why we chose to go with an LLC had a lot to do with the state where we’re based — Texas. Say what you will about the state, but Texas is one of the most small-business friendly states. Also, there’s no state income tax. And we have awesome barbecue. But I digress.

Aside from the legal and financial reasons for making that choice, creating an LLC — and in general, becoming a more formal business entity — offered other benefits directly related to our business over and above our business filing. If you think you’re ready to upgrade, an LLC may be just the thing to help you gain more credibility, more clients, and yes, more revenue.

What’s the Difference Between a Sole Proprietorship and an LLC?

If you’re a freelance writer, you’re already a sole proprietor. (You’re paying your quarterly estimated tax, right? Right?!) Although you likely didn’t have to actually file any papers or pay any fees to claim that status, sole proprietorship is recognized by the IRS. It basically means you as an individual and you as a business are one and the same, and you’ll encounter few differences to how you file your taxes, aside from possibly having more deductions.

In order to be recognized as an LLC, you will need to file paperwork and pay fees. What kind of paperwork and how much in fees will vary from state to state. But the basic paperwork required regardless of state indicates the name of your business, its location, and who the members are.

Depending on where you form your LLC, you may also have to pay an LLC tax or, in some states, what’s called a franchise tax. I know — we’re not talking about franchises, we’re talking about LLCs. You weren’t really expecting tax law to make sense, were you? C’mon.

Forming a Foreign LLC

You’ll notice I said “depending on where you file your LLC.” Sure, this is because it depends on the state you live in, but something you may not know is you can file an LLC in any state you like, whether you live there or not.

Why would anyone do this? For lots of reasons, but the two main ones are:

  • to make the filing process easier, and
  • to reduce expenses

While forming a business can be a complex process in some states, when we did it, we filled out a form, sent it to the state capital, paid a few hundred dollars, and in exactly one week, we were an LLC. Just like that. Done. It couldn’t possibly have been any easier than it was.

As for expense, if you live in California, you’ll pay a fairly high LLC tax of 8.84%, and a minimum tax of $800, and income tax to boot. If you file your LLC in Texas, you’ll pay a franchise tax of just 1%.

(While I may be just a teensy bit biased toward Texas (Go Spurs Go!), it’s not the only state that offers benefit to those forming an LLC. But seriously — barbecue. That’s all I’m saying.)

Forming an LLC in another state — a “foreign LLC” — may also require the payment of additional up-front fees. You’ll need to do your own homework here to decide not only whether you want to make the leap from sole proprietor to LLC, but then whether to file in your home state or not.

Speaking of doing homework, I’m discussing these topics based on my personal experience, and from a general, educational point of view. But remember that we’re talking about legal entities here that have certain tax responsibilities. As I’m neither a lawyer nor a tax accountant, be sure to consult one or the other or both, or at a minimum, do your own research before making any changes to your business status.

Now, how can switching from a sole proprietorship to an LLC benefit you as a business owner?

More Credibility

Let’s be honest for a minute here. As prevalent and in demand as the freelance writer is, there’s still a pervasive attitude that if you’re a freelancer, you’re not a “real” business. You just have some free time on your hands, and you figured you’d make a few bucks while your kids were at school, or on the weekends. You’re not really expecting to make a living doing that, are you? So businesses can sometimes be reluctant to pay reasonable and fair rates for freelance work.

I’ve definitely been there. In fact, when I was freelancing, I took to referring to myself as an “independent professional writer” in an effort to be taken more seriously — and to have my rates taken more seriously.

That changes when you become a registered business entity. When you put an LLC (or an Inc., or whatever official designation you establish) after your business name on your website, people perceive you differently. I’m not going to lie to you and say companies immediately open their wallets wider to pay for web content because we still have a struggle with content mills, but that’s another post.

But when you can put a business name and logo on your invoices, you can begin to change how your clients interact with you and how potential clients see you.

It may also open up other opportunities to you such as speaking engagements, offers to guest post on well-regarded blogs and even press quotes (Are you signed up with HARO?).

More Clients

Those marketing opportunities are all fantastic, but the main goal of those activities is to get clients. You also know that some clients respond to perceived scarcity (a classic marketing tactic), and to perceived value (a necessary facet of your business). How better to bolster both of those perceptions than to move from being an individual freelance writer to an LLC?

Just as your industry colleagues may view you differently once you change your status, so too will potential clients. In fact, establishing your business as an LLC (or other entity) may even passively assist you with client pre-qualification. Some potential clients may infer that once you become a small business, you’re probably more expensive than a freelancer. Whether this is true or not, it may keep the more, uh, frugal clients out of your inbox, leaving plenty of room for those who are really serious about their content, and serious about hiring you at your possibly higher rates.

More Revenue

Well, this one just naturally follows the last one if forming an LLC brings you more regard and more clients. But if you do go this route, why not raise your rates a bit? In fact, you really should.

Even if you form a single-member LLC, you’re likely going to have a few more expenses than you had as a sole proprietor. You still may not have to worry about renting office space, but you may want to step up from using your Gmail address to a domain-based address that you access via Gmail. The best option for that is Google Apps, which, while very affordable, does cost.

Then there are business cards. Again, you can find affordable options, but now that you’re a business and not a freelancer, you need cards with your logo on them that make more of an impression than most free cards you may find.

And don’t forget your LLC or franchise taxes and other fees. As a business, you have other expenses you didn’t have before. Raising your rates may not bring an immediate raise in net profit. But if your new rates cover your new expenses while keeping your income status quo (at least at first), you’re coming out ahead.

You may also find it easier later on when it comes time to raise your rates again. Some clients won’t take it well, but that’s just another way of qualifying clients. Again, a post for another time.

Joining Forces

OK, now let’s think for a moment. If you’re going to form an LLC, you’re positioning yourself for more credibility, more clients and more revenue. Well, how are you going to handle all those new clients and new marketing opportunities by yourself? Maybe you don’t have to fly solo.

I never thought I’d go into business with a partner. My experiences as an employee with less-than-stellar bosses put me in a mindset of wanting to go it completely alone. Well, things happen, things change, and I did not only get a business partner, I became one. But it’s led our business to bigger and better things.

Think about it — two times the labor force. Two times the marketing. Where I’m weak, she’s strong, and vice-versa. And now that she’s moved back to her home state of Ohio while I’m still in Texas, we’re a national company with two locations! OK, we both still work from home, but you get what I mean. She’s making all new connections up there while I’m still working in our community here.

But the best thing? Those days when being an entrepreneur is hard, when clients are making us crazy, when we wonder what the heck we were thinking — those days, it’s wonderful to be partners who keep each other grounded, who listen to each other vent and then give each other that push we need to keep going.

The point is, starting a business is hard. Keeping it going is even harder. Doing everything all by yourself, well, that’s not always all it’s cracked up to be. If you’re thinking about making your business official, you can open yourself up to a lot of benefits. But don’t let the fact that, up to this point, you’ve worked alone, be the thing that stops you.

In fact, don’t let anything stop you.

About the Author

Michelle Lowery is a freelance book editor, provides website optimization for authors and wrote the book Self-Editing for Indie Authors. Learn more about her by visiting her site at michellelowery.com.

Connect with Michelle on Twitter, LinkedIn and Google+.

Don’t miss out on any of our posts or deals! Sign up for the SEO Copywriting Buzz newsletter now!

Photo thanks to kennymatic

23 Amazing SEO Copywriting Tweaks That Only Take 5 Minutes

Five minute timer

How many SEO copywriting tasks can you do in five minutes?

Are you looking for fast, five-minute SEO copywriting fixes?

Here’s a list of 23 amazing SEO writing tips that can boost site traffic, increase conversions and help you gain great Google positions. Best of all, trying a tip will take five minutes or less. Enjoy!

Change a Title

Is a page positioning well, but people ignore it on the search engine results page? It may be time for a Title makeover. Try keeping the same keyphrase focus, but tweak your Title so it reads more like a headline. Compelling Titles see great click-through rates, so experiment with what works.

Change a meta description

So many people ignore the meta description because it’s not important for positioning. Don’t be one of them! A great meta description paired with a killer Title is like a one-two marketing punch on the SERP. Why not tweak a boring description to something that screams “click me” from the search engine results page?

Check one page’s analytics

Some people immediately overwhelm when they log into Google Analytics. If you’re one of them (or if checking analytics keeps falling to the bottom of your to-do list,) try this SEO copywriting tip. Check the analytics for just one page (preferably one that’s important to your conversion flow.) Is the bounce rate too high? Should you change the Title? Make notes of what you’d change.

Brainstorm blog post ideas

The more post ideas you have in your back pocket, the better — especially for those days when you don’t know what to write. Take five minutes and brainstorm as many blog post ideas as you can. You may come up with 17 really bad ideas and three good ones. That’s OK.

Optimize an old post

Many companies started blogging long before they worried about optimizing their posts for SEO. If that’s the case for your site (or your client’s site,) spend five minutes optimizing an old post. It’s amazing how just a few optimization tweaks can make a huge difference in positioning.

Check out BuzzSumo for article ideas

I. Love. BuzzSumo. It’s a great way to discover new article ideas and see what’s getting shared. Plus, it’s a great way to see who linked to and shared a particular post. If you love geeky content data presented in a non-geeky way, you’ll love BuzzSumo.

Email an influencer

Most people contact influencers only when they want something. Instead, try writing a non-pushy note like, “Hey, I really liked your latest post/book/podcast. Thanks for taking the time to create it.” This tip won’t drive immediate site traffic, but it could be the start of a great friendship — and perhaps a site mention down the line. If nothing else, sending a nice note will make your favorite influencer’s day.

Experiment with blog post headlines

Have you ever written multiple headlines and choosing one was a challenge? Try KingSumo’s Headlines WordPress plugin. It lets you test multiple version of a headline. Once the data rolls in, the headline with the best response becomes the permanent post headline. Data-driven decisions are always way better than guessing.

Experiment with social post headlines

Are you cross-posting the same copy to Facebook and Twitter? That may not be the best move. BuzzSumo recently released a study outlining the most popular headline trigrams (three-word phrases) for Facebook and Twitter. Hint: What pulls on Facebook doesn’t work as well on Twitter. Check out the study — the data may surprise you!

Pick a post for repurposing

Did you pen a popular post? Don’t let it hide in your “archives” section. Instead, consider ways you can repurpose your post as a SlideShare PPT, tweets and more. Plus, you can increase your site visits if you link back to your original post.

Post to (or join) a new LinkedIn group

LinkedIn is fantastic (and often underutilized) for B2B marketers. If you’ve lurked in a LinkedIn group for awhile, post a question, a blog post or comment on another’s post. If LinkedIn has been off your marketing radar for awhile, log in and find a group related to your field. Sure, LinkedIn is often a long-play content marketing strategy. Yet, many people (including me) report receiving leads — and sales — attributed to LinkedIn alone.

Do some competitive sleuthing

You never want to copy your competitor’s keyphrase or content strategy. At the same time, competitive information is always nice — and may give you some ideas about how to move forward. A quick competitive analysis in SEMRush will provide lots of data you can deep-dive into later.

Follow a new thought leader

It’s easy to build an “influencer bubble” and forget to expose yourself to new experts. New, smart people are entering the industry all the time — and there may be some “old guard” folks you haven’t heard about. Pick one new person to follow on your social network of choice. You may pick up a bunch of great (and new) information!

Make a list of outstanding content tasks

What’s the biggest SEO content challenge? There’s so much to do and track. Instead of letting those to-do’s float around your head, spend five minutes and make (or update) your list. As an added benefit, you may not wake up at 3 a.m. freaking out about your content tasks any longer.

Add structured data markup to a web page

Don’t be afraid of structured data! Google makes marking up a page easy with it’s Structured Data Markup Helper. All you need to do is follow Google’s (easy) instructions — and Google will automatically generate the schema.org markup for the page.

Check for duplicate content

Many sites that have been “locally SEO’ed” have duplicate location-specific content pages. If this sounds like your site (or your client’s site,) count the number of duplicate pages and put rewriting them as a “to do” on your outstanding content task list. You’ll want to rewrite those pages as soon as possible.

Tweak an image alt tag

Is image SEO important to your site? Choose a page and see how you can make your good image alt tags even better. Remember a great image alt describes an image in a non-spammy way — so check for keyphrase stuffing and make any necessary corrections. (Thanks, Brandon John Smithwick)

Writing local content? Try this tip.

Do you write a lot of local content? Try a search using the ”(Activity) (Close to/ nearby) (Place)” formula.  For example, there are only four results for [Clubs near Mission Beach]? This tip can help you discover a lot of cool places which can, in turn, help fuel the creative process on future projects.(Thanks,  Jeremiah Malone )

Spot-check a site’s NAP

Do you help clients with local SEO? Make sure the site’s name, address and phone number (NAP) is consistent throughout the site and matches the Google business listing exactly. Any discrepancies can mess with a site’s local listing, so it pays to give a site a quick check.

Spot check Search Console

When’s the last time you logged into Google’s Search Console? Search Console is a treasure-trove of SEO content marketing data. You can check out click-through rates, positions, see your most linked content and more! You can glean a lot of information in just five minutes.

Read a trade publication post

Keeping up with industry news — whether it be SEO, your professional vertical or your client’s industry — is incredibly important. It’s also overwhelming. If you struggle with finding the time to keep up, try to read at least one article a day. Work up to as much time as you can comfortably carve out of your schedule. Chances are, you’ll learn at least one actionable traffic-driving tip you can use on your site (or a client’s site.)

Comment on the post

Granted, there is no SEO benefit here, but this tip could drive traffic. First, bloggers love (sane, well thought out, intelligent) comments. But more importantly, commenting can help you build a relationship with the blogger and other readers. Maybe not right away (because that would be weird.) But over time, people will get to know your perspective — and possibly contact you for more information.

Find question-oriented search terms

People type (and speak) questions into Google all the time. A great way to figure out what people are asking is by using the research tool KeywordTool.io. Yes, you’ll see more data if you sign up for the paid subscription. But, you’ll still see a lot of tasty information if you try their “questions” tab for free.

What other 5-minute SEO copywriting tips would you add to the list? Post your comment below!

Want a handy checklist outlining all 23 tips? Fantastic — I’ve created a handy PDF guide just for you! You’ll get instant access if you sign up for my newsletter (plus, I share tips in my newsletter I don’t share anywhere else!)










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Photo thanks: Davooda | Dreamstime.com

 

 

How Well Do You Know Headline Writing? Tips From BuzzSumo’s Steve Rayson

Steve Rayson discusses viral headlinesSince our first interview with Steve Rayson in June 2015 — and only two years after he and co-directors James Blackwell and Henley Wing launched BuzzSumo — the SaaS company has grown by quantum leaps to become a leading content data and analytics platform. And it shows no signs of slowing down.

Nor does Steve, for that matter. We caught up with him to ask about his latest article sharing his insights into viral headlines, which closely parallels his year-end analysis of 2015’s most-shared content. (If you read through all that Steve has researched and published over the past year, you’ll appreciate just how busy he’s been). Enjoy!

In your recent BuzzSumo article reporting on the findings from your research into viral headlines, you break down the viral headline structure into five common elements: Is there one that is absolutely essential to a “clickable” headline?

I don’t think there is a single element. I think if I had to point to the most important element I would probably say the clarity of the promise is key: What will I get if I click through to your content?

I think one of the interesting aspects was how the performance of headlines varied so much from network to network. See the top three word phrases (headline trigrams) across FB and Twitter as an example. So you do have to craft different text when promoting content on the different social networks.

tirgams-twitter-facebook-2

BuzzSumo just released research findings from its joint study with HubSpot on B2B vs. B2C content performance across all the major social networks. Did you find any surprises that relate to your viral headline study?

Not that relate to viral headlines per se, but I think it is interesting to see the importance of Facebook to B2B sharing. Whilst I understand the focus on LinkedIn, I think B2B marketers should not ignore Facebook as it seems to be growing in importance.

b2b-v-b2c-social-sharesIn discussing how well list and “how to” content formats perform across all social networks, you express reluctance in sharing your findings for fear that the web will be saturated with them – particularly in B2B marketing. Why are you especially concerned about B2B?

One concern is simply that we will see the same headlines again and again as people are lazy. My other concern is the appallingly poor quality of many list posts — I mean really poor.

For example, today I clicked to read a post on ‘10 Tips for a Successful Product Launch’. The post was one of those short list posts that add zero value. The advice recommended was that you should:

  • Plan
  • Set measurable goals
  • Launch a product your customers need
  • Define your key message
  • Beta test your product
  • Etc.

You get the idea. It is just a list almost anyone could sit down and write, but it is actually not helpful.

In fact, it is worse than not helpful as it wasted my time. I get frustrated when I click through to these posts. So much so that I am actually developing an app which uses a combination of algorithms and human filtering to suggest helpful or valuable content so you don’t waste time on these types of list posts.

This sounds similar to what Google does with its Panda algorithm and Search Quality Raters guidelines. Is this the case? Will the app be integrated into the existing BuzzSumo platform or will it stand alone as its own set of search returns?

It is called Anders Pink (B2B Marketing) and is separate from BuzzSumo. In essence, you set up an Anders Pink stream and our algorithm filters content for your team.

You can add RSS feeds, content shared by influencers or published by specific sites. For all of them you can filter by keywords; for example, “only show content shared by these 10 influencers about influencer marketing”. Then your team can rate, flag and comment on new content, so you can further filter it by the most highly rated by your team and ignore the rest.

So in the wider scheme of marketing things, what overall headline creation and content sharing strategies would you suggest? 

Headlines matter and you can increase shares by adopting the viral content elements and structure in your headline that I outlined in my blog post.

That said, I think you have to research and test what works in your area. As I always say, you need to be clear about your amplification strategy before you write content: who will share or link to the content, and why?

You also need to spend as much time on amplifying your content as creating it.

Finally, findings from a study of 3 million paid link headline click-through rates conducted by HubSpot and Outbrain (Data Driven Strategies for Writing Effective Titles & Headlines) seem to contradict BuzzSumo’s. Specifically, they report that headlines with the words “how to” and “amazing” all hurt CTRs by as much as 59 percent. What do you make of that? Is it merely a difference between “clicks” and “shares”? Or does it have to with the nature of the headlines studied?

This Outbrain study from 2013-14 was very different and was about the clicks through from headlines on Outbrain promoted content. Thus it was not about content headlines per se but the adverts that promote content.

I think this explains some of the differences but it is mainly about a different context. The Outbrain study is about Outbrain-promoted content and the headlines they use to get people to click through to a promoted article. Its headlines are the featured posts you see at the bottom of an article on say “Time” or a major publisher, as shown in the image below. This example is typical — the 4 ‘around the web’ stories are from Outbrain.

TimeThus Outbrain-promoted headlines occur in the context of an article someone is reading on a major publisher.

What are people looking for at the end of an article on say Time? I think it is very unlikely to be a tip or a how to post. Thus you wouldn’t be surprised to see ‘how to’ posts perform badly in this context. However, if you were on LinkedIn or a social site and browsing for ideas on how to improve performance, you are probably going to be much more interested in a ‘how to’ post.

So context to me plays an important role and explains the differences, I suspect. If you look at the article from Time on the Federal Reserve as an example, at the bottom OutBrain are promoting a set of articles that are not relevant to the post.

Personally I don’t like these article placements, but people say they work as you can get your content exposed on major publications.

So the Outbrain survey is very specific; it is not about article headlines but the headlines used in these article promotions. I don’t think this is typically how people find content, particularly when it comes to B2B content. I can see how entertaining content may work better.

And yes, the Outbrain survey was on click-throughs to articles while our focus of course was on the articles people shared, i.e., they were engaged with the content or felt it had enough value to share the post. There is a big difference between what motivates me to click through to an article advertised on Time and what motivates me to share with my audience. So you can’t really compare.

That said, Outbrain actually found “When used in the headline, the words ‘amazing’ and ‘photo’ increase page views per session”. This is consistent with our findings about these terms when it comes to engagement and shares.

OutBrain

OutBrain says “while ‘amazing’ may only attract a small audience, this is an audience that continues to be highly engaged.” Thus it seems to me that this is consistent, that this highly engaged audience is more likely to share the content.

I hope this explains my views.

Abundantly, thank you! And thank you for sharing  your time with us, Steve. 🙂

Connect with Steve on Twitter and LinkedIn

Photo thanks: Phoebus87 at English Wikipedia, CC BY-SA 3.0, Wikimedia.org

 

 

 

Frustrated With Blogging? Try This.

Remember when blogging was fun? :)

Remember when blogging was fun? :)

Raise your hand if you’re feeling pressured to blog all the time.

Blogging is fun when you first start out. Then, for some people, blogging starts to get old. Writer’s block sets in. You learn that your 300-word posts won’t cut it in today’s Brave New Google World, so you have to write more. Your posts go up to 500 words. Then 700.

You start to get tired.

You read that it’s not enough to just blog anymore. You have to create standout content that truly differentiates yourself from the competition. Now, the magical blog post length is over 1,000 words.

And you don’t know how you’re going to do it (or pay for it) all.

My contrarian advice: Quit blogging so much.

I did. And it didn’t hurt my conversions one bit.

I went through the same blogging burnout a couple years ago. Once upon a time, my blog was publishing four days a week. My blogging editor was finding sources to interview and curating content, while I was writing posts, recording videos and developing the editorial calendar.

Suddenly, everything stopped. My blog editor quit and I realized I had an opportunity. I could stay on the content creation hamster wheel. Or I could jump off and try my own thing.

I took the leap.

About that time, I discovered Derek Halpern and read about his 80/20  blogging rule. Derek says, 20 percent of your time should be spent writing, 80 percent should be spent on promotion.

So I gave it a try. I sliced the blogging schedule down to once a week, I wrote longer, more in-depth posts and I spent more time on LinkedIn Groups and Twitter promotion.

The result: My conversions have actually increased.

For me, blogging less is actually better than blogging more.

I think this is happening for a couple reasons:

  1. I think the extra time I’m spending on content creation is paying off. The content is higher quality and clicks more with the reader. People enjoy reading it. It makes them want to sign up for my newsletter. It’s working.
  2. Extra promotion time means I’m driving more traffic to the site.

I mention my experiences to you, because you may be feeling the same blogging burnout. You may be cranking out blog posts for clients that fit their magical “write 750 words on X” requirements…but you know the posts won’t convert.

Or, you may work in-house and feel stuck. You may not have the budget to hire a full-time blogger, but you feel the pressure to blog constantly.

I’ve been there. If blogging less and promoting more sounds like a smart idea, consider these steps.

– Check your analytics 

You need to know exactly what to slice if you’re going to drastically reduce your blogging schedule. For instance, I’ve worked with firms that got a great response every time one of their engineers blogged. On the flip side, posts written by their PR department would fall flat (surprise!).

The results you find may be surprising. For instance, my content curation posts drove great traffic, but they didn’t help with any conversion goals (for instance, getting people to sign up for my newsletter.) They were also extremely time-consuming to produce. My decision: get rid of them.

–  Figure out a realistic blogging schedule

Now that you have a “do-over” chance, figure out what blogging schedule works best for your company. For my company, blogging once a week was perfect. For yours, you may need/want to blog more often. It’s OK to slice your blogging schedule down in baby steps to see what works.

– Consider how you can reallocate your time/resources to make your posts even better

Now that you have the additional blogging time, use it to create spectacular resources your readers need. Take a hard look at competing sites (whether local or national,) and consider how you can step up your blogging game. Can you write in-depth reports? Can you interview industry experts? This is a great time to check your keyphrase research, plus look at Quora and LinkedIn groups for content ideas.

– Build promotion into your editorial calendar

It’s not enough anymore to upload a post and watch for the Google results to roll in. Think about where you can promote your posts to get the biggest bang for your buck and set up a promotion schedule.

For instance, I post on various LinkedIn groups, Twitter and my Facebook page within a couple days of publication. If I cite an industry influencer, I make sure that I’ve mentioned her on Twitter or Google+. That way, she’ll (hopefully) share my post with her audience — and, yes, drive traffic to my site.

– Obsessively track your analytics

Confirm what’s working, what’s not and tweak your campaign accordingly. For instance, I like to track my weekly newsletter subscription stats and see how they relate to a blog post topic. If I get a lot of newsletter signups based on a blog post, I know I have a winner.

A special note for freelancers…

If a large part of your income comes from blogging, you may be thinking, “I can’t write fewer posts! I’ll lose money!”

That’s a fair point.

Instead of blogging more often, blog better. Consider offering your clients longer, more in-depth posts and pair those posts with some promotion. That way, your clients will see better results, and you’ll maintain your blogging revenue stream.

Do you love advice like this? I give away even more actionable SEO writing advice in my weekly newsletter. Why not sign up, today?

Photo thanks: © zenwae | Dreamstime.com

Discount Your Copywriting Rates? No Way! Try This Instead.

copywriting rate discount

Is discounting your freelance copywriting rates ever a good idea. Really?

How many times has this happened to you:

You sweat and slave over a copywriting proposal. Finally, you get an email from the client. Success! They want to work with you!

And then you read, “Your copywriting rates are too high.  We were planning to spend about half that amount. Can you bring your price down?”

Ouch.

Now, you’ve got a dilemma. Should you discount your copywriting rates and get money in the door? Or should you hold fast to your price and possibly lose the gig?

It’s easy to get in panic mode and immediately offer the discount. But that may not be the best idea. Here’s why:

Reducing your copywriting rates reduces the value.  Let’s say that you charge $250 per page – and the client wants to pay $150 per page. If you meet your prospect’s price, you’re telling them, “I was padding my bid by $100 a page. $150 is the true value.” Not the best first impression.

–  An initial rate reduction makes it hard to charge full price later.  After all, if the client got you for $150 a page, why would they pay $250?  Would YOU pay an additional $100 a page if you knew that you didn’t have to? Yeah. I didn’t think so.

– It’s easy to resent your low-paying clients. And by “resent,” I mean “flake out because you have bigger, better-paying jobs.”  The client feels burned because they know that they aren’t a priority — and you feel burned because you’re doing the work for less money. Think this won’t happen to you? It can (and probably will.)

Fortunately, there’s a way to handle this situation so your client feels heard – and you get paid what you’re worth. Here’s how:

– Are you bidding on a large project? Offer a small discount if the client pays the contract up front. This solution is a nice win/win for all.  The prospect gets the discount they want – and you get a big check before you start!

(You DO get a deposit before you start work, right? If not, you’ll want to check out this video.)

– Offer to eliminate a deliverable from the agreement. Rather than reducing your copywriting rates, you could slice a page from the agreement, or reduce the consultation time. This strategy brings down the cost without having to slice your rates.

– Just say no.  Sometimes, the only thing you can do is explain to the client, “Because of the time it would take to complete your project – and the experience I bring to the table – I have to keep the cost as-is. Are you sure that we can’t work something out? I have had many prospects come back with, “We want to work with you, so I guess your rate is OK.”  Whew!

And if you do need to walk away, that’s fine. You know you’ll land another client soon – plus, get paid your full rate!

What about you? How do you handle it when a prospect requests a discount? Is there any time when you will offer a price reduction?

Make more money in your copywriting business + have more free time?  Heck yeah! Check out what the Copywriting Business Bootcamp can do for you! Classes start February 11th.

Photo thanks: © Get4net| Dreamstime.com

 

 

[Updated]Why Do Freelance Writers Hate SEO Copywriting?

“SEO copywriting is low-paying, demeaning work.”

“SEO copywriting is synonymous with unethical projects.”

“[Much of this] SEO content is written by non-native speakers.”

In the words of Liz Lemon from 30 Rock, “What the what?”

I was amazed to read such angry posts in a LinkedIn group.  I knew SEO copy had a bad reputation in some circles. But I had no idea that some freelancers HATED the concept of SEO copy.

The sad thing is, their hatred is fueled by misconceptions. It’s true that spammy copy is out there. It’s true that some clients (still) insist on keyphrase-stuffed content (and will only pay $10 for 500 words.) And if you’re trolling Upwork or job boards for SEO copy gigs, well, you probably won’t find the cream of the money-making crop.

But here’s the thing: SEO content is good content, period. It was never – ever – supposed to be synonymous with spam.

Plus, profitable client relationships are out there. If you’re only getting paid $5/post, that’s not the industry’s fault — that’s on you.

Here’s how I responded to the “I hate SEO copywriting” LinkedIn comments…

First, I totally understand the feeling that some folks have about SEO copy. Companies like Demand Media have cheapened the concept and has given it a horrible reputation. It’s true that you’ll see ads promising $5 for writing 500 words – and those 500 words are mindless drivel, at best. It’s sad.

It sounds like what you call “SEO copy” is what I call “spammy copy.” *Real* SEO content writing – the type that Google likes (and doesn’t bounce out of its index) – isn’t like this. It’s always been about writing quality content for readers. Yes, you have to do certain things to help the page position in Google. At the same time, “certain things for Google” doesn’t mean copy that reads like, “Our cashmere sweaters are the best cashmere sweaters online. Buy our cashmere sweaters now for the best cashmere prices.”

Good SEO copy doesn’t read like this. It’s good copy first – and good for Google second.

I’ve been talking about SEO copy for 14 years – and I was a freelance copywriter before I entered the SEO space. It drives me NUTS when I see overly-optimized copy. Or I hear about clients who will only pay 10/page and they want something that’s keyphrase-stuffed.

Fortunately, Google is (slowly) bouncing those kinds of pages out of their index. The Panda update targeted thin, low-quality content – and sites like Demand got hit. That was a huge wake-up call for clients, SEO companies and writers. They were suddenly put on notice that bad content is…well…bad.

So please know that I’m with you when you talk about spammy copy. Also, please understand that there are many instances of good SEO content – Brookstone’s site is a prime example. Companies of all sizes have benefitted from good SEO content – I’ve seen it increase conversion rates, drive more traffic and help companies make significantly more money.

And there are many (quality) writers who are able to attract good, high-paying gigs. If it were all 10/page jobs, I would have boogied out of the industry a long time ago. 🙂

So, please know that not all SEO content is bad or spammy or repetitive. There are some “good guys” in the industry, too. 🙂

–Update–

Fast forward to 2016, five years later.

A lot has changed since the Panda update. Google got smarter, content marketing is the hot marketing strategy, and SEO writers are being tasked with creating quality, 10X content. Keyphrase research is still an important component of SEO writing, but writers have way more room to move.

In short, we’ve come a long way, baby.

Yet, the misconceptions are still out there. A well-known freelance writing expert said SEO was on its way out — unless someone wanted to work for $5 a post.

No, no, no, no.

Clients WILL pay more than $5/post. Keyphrase research-based writing is still important (check out this Whiteboard Friday for Rand’s take on keyphrase research.)  The success stories from freelancers and end clients are out there.

I’d love to share some success stories with these folks – they’ve obviously only seen the “dark side” of SEO content. Let’s show them the light.

If you’re a business that has benefitted from SEO content, please tell us how you’ve benefitted. Did you make more money? Increase the number of leads coming to your site? How has SEO content helped you?

And if you’re a freelance SEO copywriter, I’d love to hear from you too! These folks need to know that it’s not all $10/page, offshore work. There are real writers making a real living as an SEO content writer.

C’mon guys. Let’s show the haters that SEO content (that is, GOOD SEO content) is a smart business move. You shared some great success stories in the comments when I originally published the post. Let’s do it again!

(And I’m looking forward to your comments – thanks!)

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Photo thanks: © Aleksandr Frolov | Dreamstime.com

SEO Editing vs. Copywriting for SEO

Should you create original content? Or, should you SEO optimize a page that’s already on the site?

Freelance and in-house writers ask this question all the time. Their emails say, “My boss (or client) wants me to add keyphrases to this existing page. The problem is, the page isn’t very good. Will the keyphrases help? Or is better to rewrite it?”

That’s an excellent question that I address in the video  — or, you can read the modified transcript, below.

SEO copywriting and SEO editing — what’s the difference?

First, let’s go over the differences between SEO copywriting and keyphrase editing.

Keyphrase editing is also known as “on-page optimization,” “optimizing the text,” or “SEO copyediting.” The technique is to add keywords — either derived from the writer’s keyphrase research or received from an SEO — to existing text.

When a page is optimized (or edited,) the content is not rewritten. The writer may edit the page Title and meta description, but for the most part, she’s working with the existing content.

SEO copywriting usually refers to creating original content. The writer still conducts keyphrase research (or receives the keyphrases from an SEO.) However, rather than editing the existing content, she would write brand-new content and include the keyphrases (along with synonyms and related words.)

So you see, SEO copywriting and keyphrase editing are very different: one is working with existing text, and the other is throwing away the existing text and starting fresh.

Should you optimize your site? Or rewrite your pages?

So, when is a better strategy to edit existing pages rather than rewrite them?

It’s best to optimize a page (keyphase editing) when:

  • You (and your readers) already love the content
  • The page isn’t crucial to the sales process
  • The bounce rate isn’t too high

If you have content on your site you (and your readers) already love and it’s performing well, but it wasn’t written with keyphrases the first time around, the page may be a good candidate for keyphrase editing.

It’s also OK to edit the page when it isn’t crucial to the sales process. For example, I’ve worked with companies that have edited old blog posts and saw a great bump in search positions as a result. Editing FAQ pages and articles can offer the same benefit.

Finally, optimizing the page is OK when the time on page (or bounce rate) isn’t too high. You know that people are sticking around and reading the page once they’ve landed on it, so adding in some strategic keyphrases here and there is typically fine for that page.

An SEO content editor or an SEO copywriter usually handles the keyphrase editing. He may be someone you employ in-house, or a freelancer.

There are also certain times when it’s better to write original content, such as:

  • When the page is crucial to the sales process
  • When the page is a duplicate
  • When page conversions or time on page is low

If a page is crucial to the sales process, or is somehow intended to make money — like the home page, and subcategory pages such as products and services — it’s better to rewrite it.

You also want to rewrite the page if it’s a duplicate. This is common with  local landing pages, where two (or more) pages may be basically the same (outside of the city name.)

Also, when you know that the page isn’t working — you’re not getting conversions, the time on page is low, and people are bouncing out quickly —  rewrite it. Readers are telling you they don’t like the page by leaving as soon as they can.

Sure, you can edit the keyphrases into a poorly performing page and sure, hypothetically that page might position a little better, but it won’t help boost conversions.

Either a freelancer or an experienced in-house SEO copywriter can rewrite your pages. Also, an SEO content strategist could do the keyphrase research for you, as well as dovetail her research with the rest of your SEO plan.

Make sense? There’s clearly a difference between when you would write original content and when you can work with the existing content — and it’s smart to know those differences before you proceed.

(Editors note: I originally wrote this post in 2011. A lot has changed since then, so I updated the video and the transcript. I hope you enjoyed the post!)

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Photo thanks: © Bakhtiar Zein | Dreamstime.com