This blog post is a little different. Instead of focusing on one main topic, I’ve shared ten rant-filled tips (and scads of resources) designed to make your SEO writing life a little easier. Enjoy!
— It’s easy to get caught up in the search volume numbers game and think that bigger is better.
It’s not, especially in B2B search. Long-tail keyphrases are your friends — yes, even if you see a teeny tiny search volume. Remember, those searches typically represent highly motivated searchers. Plus, there are times when traditional keyphrase research doesn’t work for B2B.
— Google is “the decider” around search intent.
Always. I know you want your service or product page to position top-10 for your primary keyphrase. But if all you see are informational pages crowding the top results, it’s time to change your strategy.
— SEO writing opportunities are everywhere.
— It does no good to land a top-10 position if people aren’t clicking on your listing.
Tweaking your Titles (and even your meta descriptions) can help you drive more search traffic.
— Speaking of Titles, always give them a little extra love.
Remember, they’re doing double-duty for you — your Titles are helping your page position, as well as enticing readers to click through to your site. So, sure, focus on the SEO aspects — but don’t get caught up with a weird Title writing formula.
— Be open to (algorithmic) change.
What worked for a client five years ago may not work today. We may have to snag a ranking back that we lost to a competitor. And that’s OK. SEO is constantly evolving, so your strategies (and knowledge) should evolve along with it.
— There is a lot of B.S. SEO information out there.
Especially when it comes to “foolproof” guides or “secret SEO formulas” around how to land a top ranking. Case in point: no, LSI keywords won’t help your site. Ignore the fluff and the SEO myths. Focus on creating quality content instead.
— Sometimes, the issue isn’t a page’s SEO.
Sometimes, a top-positioned sales page doesn’t convert. Or the time-on-page for a top-positioned blog post is super-short. In that case, dive into the writing and see how you can improve it. Adding keyphrases won’t help.
— Speaking of sales pages…writing to sell is a whole different skill set than blogging.
You have to know how to make tightwads open their wallets, how to skillfully overcome objections, and how to connect with people fast. There are even ways you can structure bullet points for maximum impact. One of the quickest ways you can help a company is by revising their sales (or services) pages and watching the conversions roll in. But only if you know what you’re doing.
— Finally, there are those times when we wonder if we’re making a difference.
The writing doesn’t flow. The client kicks back on a draft. Our boss sits on our edits. It’s easy to feel frustrated and to think that it just. doesn’t. matter. Just remember that YOU make the SEO magic (and those tasty Google positions) happen. What you do matters—a lot.
What do you think?
Which reality-slap tip was your favorite? Leave your comment and let me know!