Are You Sabotaging Your SEO Writing Success?

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You know those days when you work your butt off, but it feels like you have nothing to show for it? 

This week was one of those weeks.

Sure, I can blame feeling under the weather. I can even blame the actual weather (it’s cold and grey and dreary.) I can blame a lazy weekend hangover.

Here’s what my problem really was…

I was working — hard — on tasks. But, none of them were important. It was all content busywork that distracted me from what would really make an impact.

In short, I did this to myself.

The thing is, I see writers (and in-house teams) do this all the time. 

They write the same type of content over and over, even if it doesn’t position, doesn’t get shared, and doesn’t drive income.

They focus on detailed minutiae, like revising their blog categories (which is what I was doing) instead of moving their business forward and working on scary goals.

They spend all their energy on a small piece of the content marketing puzzle rather than doing the BIG stuff that makes a BIG impact.

And, that’s sad.

Why do we self-sabotage?

Because doing anything else is hard. It takes work. It means stepping out of our comfort zones.

For instance…

Heck, it may mean admitting that what we’re doing now isn’t working.

 — It’s easier to keep writing non-performing posts than to dig in, to figure out what’s not working, and to make a change…especially if there are in-house politics involved or if people feel “protective” of their work.

 — It seems easier to focus on smaller writing goals than to create a BIG content asset that you can repurpose.

 — It feels easier to sit behind our laptops and to check our social platforms than to prospect and to get ourselves out there.

 — It’s easier to be satisfied with “meh” results than to bring in someone who can tell you how to improve and how to change your process.

 — It’s easier to tweak our blog categories — something most readers won’t even notice — than to start penciling out plans for a San Diego SEO training/coaching workshop next March.

(OK…maybe that last one is just me.) :)

Busywork may calm our fears in the moment. We may feel like good little content soldiers. But, it doesn’t move us forward. It doesn’t give us the results we want. It doesn’t help us grow. 

Sometimes, it even saps our energy.

Does this sound familiar? 

Here’s what you can do.

Think about the things you do every day. 

Do they move you (and your business) forward? Do they put zing in your step and excite you? Are you seeing results — for instance, better positions, more money, or more clients?

If that answer is, “no.” Notice that. Know that you’re not alone.

Most of us LOVE to wrap ourselves up in a busywork cocoon. It feels cozy. Until it doesn’t.

Then, you have a major decision to make…

What are you going to do about it?

You see, noticing it is a (big) part of the solution — but, it’s not the only part. 

We have to take action.

Sometimes, we can do this by ourselves. In most cases, we need outside help to kick us out of our comfort zones and to help us do great things.

That’s why I’ll get called in to train writing teams. They know they need an outsider to evaluate their process and to help them get better.

That’s why people hire business coaches. They need someone to call them on their B.S. and to hold them accountable for making changes.

(And yes, it was my business coach who called me on my reluctance to get involved with video and my reluctance to hold the San Diego seminar I’ve been chewing on for three freakin’ years.)

The point is — you have options. This is something you can change. Heck, focusing on what really matters will make you feel like you’re finally moving forward.

And wouldn’t that feel great?

So, now what are you going to do?

Where are you burying yourself in busywork? What’s that one, big goal you keep thinking about — but there never seems like “enough time” to achieve it? Where are you feeling stuck and stagnant? Leave a reply in the comments and let me know!

Should You Rewrite Your Web Copy? Or Hit Delete?

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Do you look at photos of yourself from high school and think, “My hair! What was I thinking?”

Yup. Me too. In fact, a photo of 1980’s Heather — complete with BIG perm and beret — was on the screen during my AWAI Bootcamp presentation. 

(The conference organizers asked for old photos, and that’s the best one I had. Here it is, for reference. Feel free to laugh.):

 

I bring this up because, sometimes, we look at old blog pages and think, “Man, that’s not a good post, at all. What was I thinking?”

For instance…

 — You may not have realized that keyphrase stuffing is bad, so you excessively repeated the same keyphrases.

 — Some pages may be super-short and read less like an authoritative article and more like, “I wrote this in five minutes.”

 — Or, you may have accepted a guest post that wasn’t so great. 

Maybe these pages are lurking on your site, and you’ve forgotten all about them. Or, maybe you land on them from time to time and think, “I should do something about this post.” 

But you don’t, because you don’t know what “do something” means.

Heck, even Google disagrees on what you should do. Here’s a great post from Search Engine Roundtable outlining Google’s mixed messages.

(Mixed messages from Google? Never! HAHAHAHAHA!)

Like your high-school hair, you’ve got to do something about those posts. 

Here’s what to do:

Get in the habit of keeping a list of “bad” pages so you can deal with them later.

I don’t know about you, but I’ll look at a not-so-great post, cringe, think, “I should fix this,” and immediately forget about it. Maintaining a living document will help you build fixing (or deleting) pages into your editorial calendar.

Does the page have good information that wouldn’t take long to update/fix? Fix it.

You can strip out the keyphrase stuffing, update your data, and turn the so-so paragraphs into copywriting gold. You can freshen up the header image, too. (I’m doing this with my old blog posts now.) Easy.

Is it a super-short page that’s poorly written? Trash it.

Let’s face it: writing a new article would probably take less time. As my father used to say, “You can’t make a silk purse out of a sow’s ear.”

Is it a poorly-written guest post? Let it go.

Sure, you can ask the original author to revise it for you. But will they say yes — or even respond to your email? Doubtful. Feel free to send this content to the great beyond.

Does the article have some bright spots, but you don’t have time to revise it right now?

Keep it — unless those bright spots are few and far between. Sometimes, a few minor fixes (for instance, a new opening paragraph or new subheadlines) can help. You can always revisit the post when you have more time.

And yes, my freelancing friends. Helping clients evaluate and fix content is a possible new profit center! Go for it!

What do you do when you see bad content on your site?

Cover your eyes and scream, “I can’t see you!”? Immediately click away? Wonder what you were thinking back then?  Leave a comment and let me know!

Is There a Secret SEO Writing Formula?

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Want to know one of the things that grinds my gears?

“SEO experts” who claim they have a “secret formula” that’s “100% foolproof.”

Why am I ranting so early in the morning?  Let me explain…

Earlier this week, I received a note from a super-smart SEO writer who ran into a…challenging…prospect.

Why was the prospect challenging? Because he wanted her to write and to structure the content exactly how [fairly well known SEO “expert”] said to do it. 

But, here’s the problem.

The writing formula she was supposed to follow made the content sound weird. The writer was concerned that the content (and the keyphrases) would sound clunky if she followed the SEO writing formula.

And, when she gazed into her client crystal ball, she realized that all the articles she’d create for this guy would sound exactly the same.

Ouch. 

As soon as I read her note, I wanted to update this blog post and to add one more client type to avoid. 

Some clients attach themselves to an expert’s writing and believe everything he says. If the expert says, “hey, add 20 additional keyphrases into your content,” the client would say, “great idea” without questioning it.

And this is sad.

Here’s why…

Meet the new “expert.” Same as the old “expert.”

I’ve been in the SEO writing game for over 20 years. If there was a “no-fail” SEO writing formula, don’t you think I would be on a beach somewhere counting my Benjamins and watching the waves?

Of course I would!

The reality is, there IS no sure-fire SEO writing formula.

Why?

The “best” approach depends on the keyphrase, the target reader, the query intent, and the current competition. 

What works for your site may not work for mine. Creating content for a smaller business is different than creating content for a competitive industry.

Plus, SEO (and SEO writing) is always in flux. Cookie-cutter approaches don’t work.

The thing is, there are always SEO “experts” who pretend they have all the answers. There are always sexy, well-branded folks touting their way of doing things.

Often times, these folks are immensely popular. They’ve got the branding stuff down. Folks cite them all the time. Their SEO skills…well…they may not be the best. Heck, these folks may not even work with clients.

In short, I’ve seen many “experts” come and go. 

What’s my best advice?

Think critically.

If you read an article that insists there is only one way to do X…run away.

If you try something you learned from an expert and it makes your copy sound weird — don’t upload the copy. Change it until it’s right.

If you’re reading conflicting advice, and you’re not sure what to do — hire someone you trust and ask them.

Just because someone has 15,000 followers on your favorite social network, it doesn’t mean they know their stuff. It means they’re good at branding. 

Don’t let the cult of personality mess up your SEO content. 

Whew. Rant over.

What experience do YOU have with SEO experts? What grinds your gears? Leave a comment and let me know! :)

Why Answering Questions Is a Powerful Content Play

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How many of you get stuck in the “what should I write about” trap?

::raising my hand::

Fortunately, there’s a simple way to create highly useful content that’s great for your readers.

Plus, Google LOVES this kind of content, and it even gives it special billing in the search results.

What’s the secret?

Answer common questions your readers ask every day. 

Why is answering questions such a powerful content play?

Easy. Because your readers have questions. Shouldn’t your company be the one that answers them?

Think about it. How many times have you signed up for a newsletter after reading a particularly helpful blog post? Or, downloaded a white paper for more information? You may have even made a purchase.

Strong, question-oriented content can cause conversions.

For instance, let’s say you were planning a trip to San Diego with your family.

You’d probably start typing in question-oriented queries like: 

[best time to visit San Diego]

[average San Diego temperature January]

[things to do in San Diego with kids]

You may not know exactly when you’d visit, what you’d do or where you’d stay. You’d just type your questions and explore the opportunities. 

Now, imagine finding a San Diego hotel website with a great, “Explore San Diego with your kids” guide.

After reading the guide, wouldn’t you examine that hotel property more closely — even if you’ve never heard of it before?

You bet. You may even book a stay, too. 

Providing helpful content wins the game. 

(And yes, this is the same for B2B companies. Writing content that answers your prospects’ common questions is a smart move — and your prospects will appreciate it!) 

What about Google’s stance?

Remember my blog post on voice search? I gave folks a heads up that question-oriented queries written in a conversational tone is a smart move. 

In fact, Google pulls out popular questions and features them at the top of the search results page. Clicking a question provides the “best” answer (as decided by Google) with a link to the source page.

For instance, like this:

search results for what is seo copywriting

What’s more, those featured snippet answers may turn into voice search responses, too.

How cool would it be if YOUR content was read back to you by Alexa, Google or Siri? 

I don’t know about you, but I get gleeful goosebumps even thinking about it.

(Want to learn more about featured snippets? Check out this recent study by SEMrush. It even breaks down the average paragraph length for featured snippet content.)

How can you find question-oriented queries?

Easy!

Check out KeywordTool.io and Answer the Public. Both tools offer great, free data (and the dude on the Answer the Public home page always make me laugh.)

Reddit, Quora and specialized forums are chock-full of questions.

Many paid tools have a “questions” feature.

And don’t forget to ask the folks in the trenches  — the people who answer customer/prospect questions every day. These people may include: 

 – Receptionists and administrative assistants

 – Customer service team members

 – The company’s owner, especially if the owner is also handling sales

 – The inbound and outbound sales team 

Ready? Go forth and start answering questions — and please let me know how it goes!

Do you have questions about answering questions?

Or, is there something else on your mind? Post your reply in the comments!

10 must-read resources for SEO writers

10 Must-Read Resources For SEO Writers

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Let’s talk about a big SEO secret.

Once upon a time, I was sitting around a table with a bunch of other SEO experts. At one point, someone said, “Do you have a hard time keeping up with all the SEO news?”

As I looked around the table, I saw everyone was nodding. And, yes, I was nodding too. Because, once upon a time, I could keep up with all the SEO news. I could read every article, check out every newsletter and stay extremely informed.

That conference was 17 years ago. This was before blogging blew up and before social media ruled our lives…

Is it any wonder we have problems keeping up with the latest and greatest?

In fact, one of my SEO Copywriting Certification students asked for my “must read” short list. Why? Because he was feeling overwhelmed and needed a way to focus his efforts.

I get it.

His question prompted me to brainstorm my short-list resources I keep up with no matter what. Do I read and follow others? Heck yes. But, I find myself returning to these resources when time is tight.

Here’s my short list of 10 must-follow resources:

The SEM Post. Jennifer Slegg, the publisher, is a long-standing SEO expert, speaker and fantastic journalist. Her posts, like “How Google Handles Rankings for Identical Products on a Site,” can be a tad on the geeky side — but, they are worth the read. Plus, she can get guys from Google to talk to her on record. I cite her blog posts in my Certification class all the time.

Search Engine Land. This site was founded by search marketing’s O.G. Danny Sullivan (did you hear he works at Google now?) and Chris Sherman, who programs the SMX conferences. SEL is a great all-around source covering SEO, SEM, local search and more. Their news editor, Barry Schwartz (who also runs the slightly more technical Search Engine Roundtable), has been reporting on the industry for years.

Stonetemple’s Digital Marketing Excellence Blog. Eric Enge and Mark Traphagen, the dynamic duo behind the blog, are two smart guys. When they’re not running studies to determine what SEO technique really works, they will get down and dirty with in-depth posts like, “The Three Marks of Great Content.” Check out their videos, too — they’re delightfully geeky.

Neuromarketing, by Roger Dooley. Learning about neuromarketing will turn your copywriting knowledge up to a Spinal Tap 11. Roger Dooley takes an extremely geeky subject and makes it accessible and fun. Plus, he understands the SEO side of the street and has presented at search marketing conferences. You will learn a lot. Trust me.

Anything by Larry Kim. Larry. Is. Brilliant. He dives into the data and serves you up a hot helping of “wow, I never thought of that.” He frequently publishes on his Medium account, with viral post titles, like “13 Easy LinkedIn Hacks That Will Boost Your Profile Views” and “Five Facebook Power Tips That Will Make You Shout For Joy.” You’re going to dig Larry. I just know it.

The BuzzSumo blog. I’ve said before that I’m a Steve Rayson fangirl (he’s the Director of BuzzSumo.) He combs through big data, pulls out the tasty bits and serves them up in extremely detailed (but not too geeky to read) blog posts. If you want to know the top words to include in headlines or how to amplify content, you must read this blog.

Moz’s Whiteboard Friday. OK, the entire Moz blog is good — let’s get that out of the way first. But, Rand’s Whiteboard Fridays are off-the-hook awesome. In his funny, mustachioed way, Rand answers questions (some of them, highly technical) in an easy-to-understand style. Plus, for those of us who hate sitting through videos, there’s a nicely formatted transcript for us to read. Enjoy! Rand has since moved on to another company, but the Moz team has kept Whiteboard Fridays alive.

Content Marketing Institute. The CMI site has everything an SEO content marketing strategist needs. Do you need content marketing stats for management buy-in? Check. Looking for writing tips? Yup, you’ll find them. You’ll also find a wealth of other information, too, like training courses and case studies. When I’m training clients, I always have at least one slide listing CMI as a resource.

Marketing Profs. This site, like the CMI site, has it all. Salary surveys, marketing tips from expert authors, original research and more. Ann Handley, the chief content officer, is a marketing genius. If you get a chance to see her live, go! She’s great!

What about you?

What are your must-read blogs and folks to follow? Let me know in the comments!

Wondering What to Write About? Try This!

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How many of you get stuck in the “what should I write about” trap?

::raising my hand::

Fortunately, there’s a simple way to create highly useful content that’s great for your readers.

Plus, Google LOVES this kind of content, and it even gives it special billing in the search results.

What’s the secret?

Answer common questions your readers ask every day.

Why is answering questions such a powerful content play?

Easy. Because your readers have questions. Shouldn’t your company be the one that answers them?

Think about it. How many times have you signed up for a newsletter after reading a particularly helpful blog post? Or, downloaded a white paper for more information? You may have even made a purchase.

Strong, question-oriented content can cause conversions.

For instance, let’s say you were planning a trip to San Diego with your family.

You’d probably start typing in question-oriented queries like:

[best time to visit San Diego]

[average San Diego temperature January]

[things to do in San Diego with kids]

You may not know exactly when you’d visit, what you’d do or where you’d stay. You’d just type your questions and explore the opportunities.

Now, imagine finding a San Diego hotel website with a great, “Explore San Diego with your kids” guide.

After reading the guide, wouldn’t you examine that hotel property more closely — even if you’ve never heard of it before?

You bet. You may even book a stay, too.

Providing helpful content wins the game.

(And yes, this is the same for B2B companies. Writing content that answers your prospects’ common questions is a smart move — and your prospects will appreciate it!)

Does this technique have any Google benefits?

Yes.

Remember my post about voice search? I gave folks a heads up that question-oriented queries written in a conversational tone is a smart move.

In fact, Google pulls out popular questions and features them at the top of the search results page. Clicking a question provides the “best” answer (as decided by Google) with a link to the source page.

 

What’s more, those featured snippet answers may turn into voice search responses, too.

How cool would it be if YOUR content was read back to you by Alexa, Google or Siri?

I don’t know about you, but I get gleeful goosebumps even thinking about it.

(Want to learn more about featured snippets? Check out this recent study by SEMrush. It even breaks down the average paragraph length for featured snippet content.)

How can you find question-oriented queries?

Easy!

Check out KeywordTool.io and Answer the Public. Both tools offer great, free data (and the dude on the Answer the Public home page always make me laugh.)

Reddit, Quora and specialized forums are chock-full of questions.

Many paid tools have a “questions” feature.

And don’t forget to ask the folks in the trenches — the people who answer customer/prospect questions every day. These people may include:

– Receptionists and administrative assistants

– Customer service team members

– The company’s owner, especially if the owner is also handling sales

– The inbound and outbound sales team

Ready? Go forth and start answering questions — and please let me know how it goes!

Do you have questions about answering questions?

Or, is there something else on your mind? Let me know in the comments!

Should Writers Care About Voice Search?

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Do you feel like voice search is a fad, and people will eventually tire of their Alexas, Siris and Google Homes?

Admittedly, I’ll typically type a search query before saying it — even if Alexa and Siri are right there. Old habits die hard.

At the same time, I know this tide is quickly turning. Every day, more folks are turning to voice assistants to find the information they need. Heck, even my husband uses voice search (and he’s not an “early adopter” of technology.) :)

In fact, according to Google, 20% of mobile queries were via voice search — and that was in 2016. ComScore says voice search will make up 50% of queries by 2020.

So, what does voice search have to do with how you write content?

A lot.

First, let’s talk about what’s not going to work.

If you (or your company) is writing content like it’s 2011, you are going to get left in the dust.

I’ve talked about how “SEO articles” and posts that exact match the keyphrase every single time are bad for SEO and bad for readers.

Let’s face it — people expect more now.

Plus, here’s a surprising thing that may not work as well for some voice searches.

And that “thing” is longer, in-depth content pieces.

You know, the long-form content that’s all the rage right now.

Why? Because when someone asks a question like, “How do I hard boil an egg?” she’s not looking for the history of eggs, the many uses of eggs, and how eggs are stored around the world.

She just wants to know how to boil an egg. :)

I’m not saying stay away from long content. But, I am wondering how Google is going to handle question-focused content in the future — especially after reading this post that implies longer content isn’t always better.

What will work? Being human.

Gone are the days when we felt like SEO writing was robotic, stiff and dull.

If that’s how you feel about your writing, you’re doing it wrong (which is probably a wonderful thing to read.) Yes, you still need SEO writing skills, but you can finally take back your natural voice.

Content written in a conversational tone — especially content that answers frequently asked questions — will do well in mobile search (again, check out the article I referenced above for more information.)

That means delete the corporate-speak and “talk” to your customers on your site like you’d speak to them on the phone.

But, wait. Isn’t it too early to strategize for voice search?

Well, yes. And no.

Let me explain.

For all of the stats saying “voice search is growing,” there are others that discuss how frustrated users are with voice search. You’ve probably experienced this yourself if you try to ask Alexa a question she’s not prepared to answer. If you’re like me, you end up swearing at Alexa and typing your question into good old Google.

In many cases, the technology isn’t quite there for voice search.

In fact, a 2017 study by Seer Interactive found that just 8 percent of users searched the internet daily via voice search.

Seer Interactive voice search statistics

Their recommendation was to “watch and wait.” Which makes sense. I wouldn’t create an entire SEO content strategy around possible voice search implications. That wouldn’t have the desired ROI.

Yet, the opportunist in me think voice search is going to be huge. Siri will be less annoying and more our gateway to instant answers.

Why not get your mind right for when the time comes (as the Seer Interactive article suggests) and prepare for our new voice-enabled overlords?

What are some of the opportunities?

If you’re a freelancer, this is your time.

Think about it: how many companies have websites written in a conversational, friendly tone? How many companies have done a good job creating content that answers common long-tail questions?

(Yeah, not many.)

And, how many sites still show “old school” SEO writing where the main search term is exact-matched multiple times at the expense of synonyms and related words?

You can help those companies find their conversational brand voice AND optimize the copy. You could even develop a strategy for fixing their old, bad content.

How cool is that?

In-house writers have opportunities, too. Make a list of your customers’ common questions and ask Alexa/Siri/Google Home for their answer. You may not get an answer for some queries —  yet. The important thing is to watch the trends and learn from the data.

(And, if you haven’t already, create blog posts or FAQ pages that answers those common questions. Writing these kind of pages is always a smart strategy.)

Knowing how to write for Google’s Answer Box is also key. This post by BrightLocal discusses how optimizing for voice search can also help you gain the coveted “position zero.”  There’s nothing like being on the very top of the search results… :)

fun things to do in portland at night

What do you think?

Is your company tackling voice search? Are you looking forward to writing content for our new voice search overlords? Share your thoughts in the comments!

Is Content Syndication Spammy?

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Imagine this…

The editor of a popular site emails you and says, “I love your work! Can we syndicate your content on our site?”

What should you do?

Celebrate and do the deal right then? After all, syndicating your content puts your writing in front of a brand new audience. One already-written post could result in massive site traffic.

Or, tell her that Google wouldn’t approve of two sites with the same post?

First, let’s define content syndication and discuss what it is…and what it’s not.

According to Search Engine Watch, content syndication is, “the process of pushing your blog post, article, video or any piece of web-based content out to other third-parties who will then republish it on their own sites.”

As an content syndication example, I write for a site called Biznology. Whenever I write a new post for them, it’s syndicated to sites such as Business Insider.

But, is this an OK practice? After all, online forums detail some scary syndication scenarios…

…Google may flag your post as duplicate content (aka, spam.)

…The other site that’s syndicating your content may position for your content instead of your site.

…Google’s Larry Page may tie you up and march you through the streets, while your neighbors throw garbage and chant “Shame. Shame.”

Seriously, this won’t happen.

You don’t want to spam Google, but you also want your posts to get maximum exposure.

What should you do?

Finally. Some good news

Good news — we don’t need to worry about the first and third possibilities. Google engineers understand content syndication, and they don’t consider syndicated posts duplicate content.

Nor will syndicating your content cause the Google gods to come after your site. Larry Page will not march you through the street. You will not have garbage thrown at your head.

In today’s Brave New Google World, syndication is a non-issue.

BUT (because there’s always a but…)

Here’s the problem.

When it comes to content syndication, Google may not choose the original site as the “primary” authority. Yes, even if you wrote the article months ago, and Google has already indexed it.

Which means other sites can out-position yours for your own content.

Ouch.

Fortunately, there’s a signal you can give Google that says, “Hey, even if there’s another similar post out there, THIS post (meaning the post on your site) is the post to index.”

Ideally, the site syndicating your content places the rel=canonical tag on the page with your article, with the tag pointing back to the original article on your site.

This tells Google, “We’re republishing the original article, which you can find HERE.”

The result? Your site (should) stay the primary authority for the post (meaning, appear in search results) and you can freely syndicate your content.

This gives you a great best-of-both-worlds situation. You can expand your content’s reach, while still protecting your search positions.

Pretty cool, eh?

Want more details? Here’s some additional information about content syndication, plus Google’s take on canonical URLs. Enjoy!

What do you think?

Do you syndicate your content now? Do you plan to, now that you know it’s A-OK to do? Let me know in the comments!

 

What’s the Best Keyword Research Tool to Use?

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What's the best keyword research tool to use

Are you looking for the best keyword research tool out there — but there are too many confusing options?

You’re not alone.

A popular thread in the SEO Copywriting LinkedIn group is “what’s your favorite keyphrase research tool?” People recommended 11 different tools, ranging in price from free (if you’re willing to forgo search volume information) to around $100 a month.

What’s more, there are way more than 11 keyphrase research tools on the market – so, is it any wonder it’s hard to find the best one for you?

Trying to make a choice? Here are some things to think about:

What’s your budget?

The reality is, you can’t conduct keyphrase research for free — especially if you’re working with more competitive industries. Consider what you can pay as a monthly (or yearly) cost, figuring you’ll need at least $50 a month for something decent.

If you have zero room to move, start increasing prices $25 or more a month to cover your keyphrase research costs. The cost shouldn’t be enough to freak out your clients, and it should mostly (or completely) pay for the tools you need.

Do you need the basics or all the bells and whistles?

Some keyphrase research tools just provide keyword data (such as KeywordTool.io.) Other tools are more robust and provide positioning information, competitive intelligence and site audit capabilities (like SEMrush.)

If you don’t need the bells and whistles, and you focus mostly on blogging/web content writing, save yourself some money and look for a basic platform. You can upgrade later.

If you’re helping clients with their content strategy, running content site audits and working with larger clients, a more robust tool will be your best friend. Yes, they cost more (Moz Pro, for example, is $99/month, paid monthly.) But, they will make it easy for you to find the competitive data you need more quickly.

Is it a platform you enjoy using?

Most keyphrase research tools give you a free trial, whether it’s a limited freemium account, or a 7-day free deal (sometimes, you can even find 30-day trials!). In many cases, you’ll have to give up your credit card information. It’s worth it.

The last thing you want to do is get stuck with a keyphrase research tool you hate using. Check out a few platforms and get a feel for the process. Is it easy to use? Is the data easy to find and understand? Does it provide all the data you need — or, does it confuse you with “too much” data? The best keyword research tool is the one you enjoy using.

Is the price too good to be true?

Beware of inexpensive tools that say they’re “just as good” as a more robust alternative. These tools may provide basically the same information as Google’s Keyword Planner, just in a different package. (Side note: I beg of you. Don’t use Google’s Keyword Planner for keyphrase research. Please.)

You’re looking for companies with high-quality databases, not one with a limited data set that won’t give you the information you need.  To be sure about your choice, ask yourself…

Do other experts recommend the platform?

Search experts love test-driving (and recommending) good SEO tools. If you see experts recommending the same tool, it’s definitely one to check out. On the flip side, if a company’s testimonials are sketchy-sounding, like from “Bob S. site designer,” you may want to investigate further before typing in your credit card number.

(And yes, good, low-cost (and even free) keyphrase research tools is a topic I cover in the SEO Content Writing: Step-by-Step course.)

What keyword research tools did the LinkedIn group recommend?

Good question.

Here’s the list of recommended keyword research tools. Starred entries (*) are better for content brainstorming than finding search volume information.

*KeywordTool.io (free) KeywordTool PRO does provide search volume information.

SEMrush

Keyword Finder

LongTail Pro

SE Cockpit

*Answer the Public

SerpStat

Amazon reviews (as one poster called them, “keywords straight from the prospect’s mouth!”)

SpyFu

Quora (to see your audiences’ pain points based on their queries.)

Moz

What about you?

What’s your favorite keyword research tool? Share it in the comments!

3 Ways SEO Can Ruin Content

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Do you think keyphrase usage destroys well-written content?

Well, you’re right. Up to a point.

Way back in 2011, Lee Odden wrote “Content Strategy and the Dirty Lie About SEO.” At the end of the post, he posed the question – the question that’s been debated ever since “writing for search engines” started:

Do you think SEO ruins content?

My first reaction was, “Of course not. Good SEO writing is good writing — period.”

I still feel the same way.

But…the haters have a point.

Six years later, there’s still a bunch of SEO writing B.S. floating around:

  • Focus on one keyphrase per page, and repeat it at least X times.
  • Focus on X keyword density (why won’t keyword density die?)
  • Include a keyword every X words.
  • Exact-match your keyphrase at least X times in your copy.

Maybe you believe some of this B.S., too (it’s OK. This is a judgement-free zone.)

This B.S. is why some SEO copy is horrible.  Is it any wonder why some folks think SEO ruins everything?

So, here’s the real deal:

Yes, SEO can completely decimate content — if you’re doing it wrong.

Here’s how:

When the content is written/optimized by someone who has no idea what they’re doing

Most keyphrase-stuffed content I read comes from folks operating on incorrect information.

They do what their clients tell them (for instance, focus on one keyphrase per page) without knowing it’s wrong. These writers don’t know there’s a better way, so they keep doing the same (incorrect) things. Over and over and over.

The result is stuffed, stilted-sounding content that has no conversion flow. The page doesn’t position. The page doesn’t convert. It’s sad.

via GIPHY

Sadly, many writers think ALL SEO writing is poorly-written content. So, here’s a news flash:

Folks, if you ever think, “This post sounds bad. I had to work hard to add all those keyphrases,” you’re doing it wrong.

When the content is written “for Google,” without readers in mind

Raise your hand if you’ve been asked to write “1,000 words for Google.”

Yeah, me too.

SEO writing isn't "writing for Google"

Sadly, some folks believe that following a strict writing formula will help them magically position. These folks don’t care about the content’s readability. They only care about the keyphrase usage.

They may even come right out and say, “I don’t care if anyone reads this. I just want the page to position.”

Ouch.

This magical SEO copywriting formula may include things like:

  • Specific word counts because “all posts should be X words for Google.”
  • Exact matching a nonsensical long-tail keyphrase multiple times (for instance, [portland relocation real estate oregon].
  • Bolding or italicizing words that shouldn’t be bolded or italicized.
  • Repeating all keyphrases X times in the first paragraph.

If you find yourself following a weird writing formula that makes the content read like gibberish, know it’s not true SEO writing. What’s more, following a writing formula won’t help you position. The best bet is to learn the right way to do things and throw those useless old rules out the window.

Don’t believe me? Check out Google’s Quality Raters Guidelines and see how Google defines low-quality content.

When the Titles are filled with keyphrases, with no conversion focus

This is a pet peeve of mine.

Get rid of Title pipes

I’ve discussed before how overly-optimized Titles are an inefficient branding method. The search results page is your first conversion opportunity. A Title that’s chock-full of keyphrases isn’t as persuasive as one that’s benefit-rich:

Which listing would get YOUR click?

GEICO’s “you could save $500+” is a fantastic benefit statement, and blow’s Progressive’s keyword-focused Title out of the water. Esurance is a runner-up since they include the benefit “fast” — but the Title could still be better.

Need more “good” and “bad” Title examples? Here’s a great post from Search Engine Watch.

SEO doesn’t ruin content. It’s “stupid” SEO that messes things up

Smart SEO doesn’t ruin good content. It enhances it – making it easier to be found in search engines and shared via social media. If you’ve mastered the art of online writing for both engines and people, you have a very valuable skill set.

On the flip side, yes, stupid SEO will ruin content. And your conversions, too. As my father used to say, “You can’t make a silk purse out of a sow’s ear” – and repeating a keyword incessantly will not suddenly transform the page into “quality content.”

It reminds me of what some folks say about sales copy being too “sales-y.” There’s a way to include a call-to-action that gently leads someone to the next action step. And there’s a (wrong) way to do it that beats them over the head with hyped language, bold and italics (Hmm. now that I think about it, what IS it about bolded and italicized text?).

What do you think? Is SEO the death of good writing?

Looking for a low-cost way to learn the SEO writing ropes. I’m running a 3-part webinar series! Check it out!