9 SEO Copywriting Experts Share Their Top Tips

Want to peek inside the busy brain of an expert SEO copywriter?

Last week, I asked a number of well-known writers to share their favorite SEO writing tip  (you can see the original post here.) Many people generously responded with resources, articles and words of advice.

Make sure that you follow these writers on social media and read everything they write. The education you’ll gain will be well worth your time. Trust me.

(And big thanks to the eight copywriters who submitted their tips. You guys rock!)

Kate Toon, Kate Toon Copywriter

Don’t get hung up on exact match keywords: Mix it up a little with related search terms. I use tools like keyword.io and ubersuggest.org to help me find alternate keyword choices. Using synonyms not only pleases the Google god, but it makes your content richer, more engaging and more enjoyable to read.

Jessie Wojdylo, Wojdylo Social Media

Break up your content in subsections with headers. Use the html code to make the subsections drop downs from a table of contents at the top of the article such as this…

Stoney deGeyter, Pole Position Marketing

Make the content readable! Don’t force keywords that don’t work. Add images throughout. Use headings and sub-headings to break up content. Add bullet points where possible. Readable font size. Easy to understand concepts. Short paragraphs. Etc. Etc. Great content still fails if you don’t make it easy for people to read, skim and scan for key points.

Glenn Murray, Divine Write

Assuming someone else has done the keyword research, and the site structure has been informed by that research, my no.1 tip is to not think about SEO at all, until after the client has approved the copy. It’s the ‘copy’ part of ‘SEO copy’ that’s hard. Get that right, and the SEO pass is child’s play. Almost.

Eric Enge, Stone Temple Consulting

My favorite tip is to give your writers a suggested article title or article focus, and then let them write. Don’t burden them with keywords (beyond the title) to focus on. Just let them do their thing.If they know their field, they will naturally create semantically rich content. If you feel a need to tweak it once you have seen what they deliver, not problem! But, don’t let artificial constraints stand between them and creating great content.

Demian Farnworth, Copyblogger

I’m with +Eric Enge. I like to grab an idea, close my eyes, and storm the gates.

Larry Kim, WordStream

Elisa Gabbert (WordStream’s content marketing manager) wrote “3 Super-Actionable Keyword Research Tips to Try Right Now” earlier this year.

Heather Mueller, Mueller Writing

Good question! My answer is probably the simplest: Write for readers FIRST, then see where keyphrases fit naturally. And remember the whole purpose of keyword research is to see what your actual readers are typing into Google to discover what you’re writing about. Otherwise, it’s too easy to get hung up on trying to force verbiage that won’t make sense to your target audience.

Michelle Lowery, Passion Fruit Creative Group

Keep the focus on the topic and the reader–not yourself. Your bio section is where you list your credentials. Don’t waste valuable post space trying to convince the reader you know what you’re talking about because you have this, that and the other experience. Don’t make it about you, a personal blog post being the exception. Giving the reader something of value means something they can use, that will benefit them–not your résumé, or your “humble brags” about your achievements.

What about you? What tip would you add to the list?

Photo credit: © Coramax | Dreamstime.com – Brain Photo

14 Must-Read SEO Copywriting Tips

Read all about it! Lots of SEO writing tips here!

Read all about it! Lots of SEO writing tips here!

If you’re an SEO writer, you’re probably doing more than “just putting keyphrases into the content.”

You’re creating persuasive headlines. You’re setting strategy. You’re transforming boring benefit statements into copy that converts like crazy. You may even manage an in-house or freelance team.

In short, you wear a lot of different hats. All the time.

Below are 14 of my favorite SEO copywriting tips and strategies. They span from how to create an in-house team to how to write great copy, fast. You can put these tips into action right now, whether you’re an in-house or a freelance copywriter.

Enjoy!

Is your content all business in the front and a party in the back? You’re suffering from content mullet syndrome…but fortunately, there’s a cure! Let’s face it – mullets aren’t a good look (and makes people think that you’re stuck in 1986 or so.) Content mullets aren’t much better. If you haven’t updated your site for awhile, check out this post. 

Is content writing becoming an overwhelming task? Rather than writing new content, consider if some of your old content can be repurposed into tweets, blog posts or SlideShare videos. It’s a much saner way to flesh out your content marketing campaign. Trust me.

Headlines can make or break your blog post. The right one will score lots of targeted traffic. And the wrong one, well…let’s just say that you won’t see the results you want. Danny Goodwin wrote a great post about how to write brilliant headlines for SEO, social and your readers. Read it. Read it now. I’ll wait.

Outsourcing your SEO copywriting can be a smart idea for many companies. However, outsourcing to the wrong vendor can mean lots of headaches, poor writing quality and possibly a Google penalty. If you’re wondering if you should run away from a possible SEO copy vendor, read this first. 

The “write naturally for Google” movement worries me. It’s not because I think posts should be keyphrase stuffed (I don’t.) At the same time, if you don’t have some SEO writing knowledge, you’re leaving money (and rankings) on the table. Here’s proof.

Are you a print copywriter who spits on the term “SEO copywriting?” I understand your frustration. At the same time, learning the SEO copy ropes may not be as painful (and as spammy) as you think. Here’s what print copywriters need to know.

You know you’re supposed to focus on features – not benefits. But how do you do this? And does it really matter (hint: yes it does.) Here are some ways you can transform your dirt-dull features into benefit statements that convert like crazy.

Speaking of dirt-dull writing…when’s the last time you checked out your “About us” page? I know, I know. You’ve spent all of your time focusing on your sales pages and blogs. Yet, reworking your about us page can have some pretty cool benefits – and even increase your conversion rates. Check out these tips for an about us page re-do.

You know what makes me cringe? Overoptimized SEO content. Unfortunately, it still exists. What’s worse, I recently learned that some SEO writers are being taught that over optimization is “how you write for Google.” Argh! If you’re wondering if your content is pushing the optimization a bit too much, check out this post. Quickly. Please.

Sometimes, outsourcing your content just doesn’t make sense (especially if you already have a crack writing team.) Instead, consider keeping your SEO copywriting in-house. Challenging? Yes. But it’s entirely possible. Here are some tips around building an internal content team.

Quick! You have one hour to write a blog post! Sound impossible? Nope, this is entirely doable – it just means some careful planning and a whole lot of focus. Here’s how to do it. 

Pay attention to the masters. You may laugh at informercials, but you can learn some fantastic copywriting tricks from paying attention to the ads. You can also learn from Abraham Maslow, Stephen King and even Dr. Seuss.  Check out this post for the details.

Hummingbird, Hummingbird, Hummingbird. This time last year, Google’s algorithmic switcheroo was THE hot topic. If you’re wondering what Google’s Hummingbird algorithm means to SEO content creators, check out this post. 

Finally, remember you are more than “just a writer.” If you’re reading this, you’re a smart SEO writer. If you need a little motivation, check out the SEO Writers’ Manifesto. Yes, you really ARE all that and a bag of chips!

 

Photo credit: © Iqoncept | Dreamstime.com – Surprising News Shocking Unbelievable Headlines Ripped Torn News Photo

Tired of Hearing Your Rates Are Too Expensive? Try This

Where are all the fat cat SEO writing clients?

“We’d love to work with you, but your prices are just too far out of our budget. Everyone else we’ve talked to charges much less.”

Yeah, that’s always a fun email to receive first thing in the morning.

What’s your first reaction when you read something like this? Anger? Shock? Denial?

Or do you just shrug, shut down your computer and feel depressed the rest of the day?

Emails like this would grate on my psyche. I would put a lot of work into landing clients. I’d excitedly talk with the prospect on the phone (sometimes, multiple times) and make sure I could help. I’d even soft-launch some budget figures to prevent sticker shock. Then, I’d carefully craft a proposal and wait. And wait.

“I have exactly the skills they’re looking for,” I’d think. “They’d be stupid to go with anyone else.”

To learn that they hired someone else based on price felt like a slap in the face. Sure, I understand budget constraints. But hiring someone for way less money (with way less experience,) was an insult.

Which was my first mistake – I shouldn’t have let my ego get in the way. But sometimes, that’s hard (as you may know.)

But let’s look at it from the client’s side.

Unless you are giving your client something to think about, you’re going to be treated like a commodity. And that means they will look at your prices compared to your competitions’.

– They won’t care that you are a better writer. Let’s face it. Most clients don’t really know what “good writing” is.

– They won’t care (much) about your awards, reputation or outside factors.

If your prices are higher, you will lose. It’s as simple as that.

The key is to stop treating yourself like a commodity and sell your value instead. Here are four ways you can make that happen:

– Take a hard look at your site. Do you have testimonials, case studies and other forms of third-party proof? If not, make it happen.

– Consider your process when you talk to prices. Do you respond to emails that read, “We need a copywriter. How much do you charge?” If so – WHY? Would you ever say that to a doctor? Or an attorney? Heck no. You want to hire someone with the best expertise. Not the cheapest.

– Think about how well you know your target market. Not necessarily the vertical characteristics (I work with mid-size dental offices who want to increase their local exposure.) What I mean is, do you know the stuff that makes them tick? What keeps them up at night? What would make them happy? What would they need to hear from you that would make price not an issue?

– Record yourself during a prospect call and listen to what you say. Do you explain all the steps you take before you start crafting copy? Do you discuss how you differentiate against your copywriting competition? Are you asking questions? Or are you spending most of your time trying to hustle a deal?

Remember, there will always be those prospects who make their decision solely on price. You don’t want them (or need them in your portfolio.) Conversely, there are the people who will hire you, no matter what. Those are cool clients to have.

However, there are a whole lot of people who need more convincing. They need to see more value. They need to “get” how you can specifically make their lives easier. They may want to work with you. They just need be sure before they sign on the dotted line.

The good news is, you can influence their decision (ethically,) if you focus on your value. Once you have your prospect’s attention, she won’t care that you’re more expensive. The only thing she’ll care about is how soon you can start.

Now go out there and make some money!

Did you enjoy this post? My weekly newsletter is chock-full of actionable tips for freelance and in-house SEO writers. Why not sign up right now and see?

 

Want to DIY Your SEO? Here's Your Reality Check

What's really realistic when it comes to your SEO?

Can you handle your SEO writing in-house? Yes…but…

I walked away from the conversation shaking my head.

“SEO services are too expensive. We can’t afford to hire someone.”

“I’m smart. I should be able to figure this SEO stuff out myself.”

“My team is top-notch. No, they don’t have any formal SEO training, but I’m sure they’ll get it. Maybe I’ll send them to a conference…”

Stop it. Just. Stop. It.

Why do I sound so frustrated? Because I’ve chatted with large and small companies that have all said some variation of the “We can handle this in-house excuse.” Granted, their intentions are good. They really do plan on tackling their own SEO. They don’t mean to blow it off.

But they do. Time and time again.

Yes, some companies expertly take on their own SEO (and SEO writing.) These companies put time, money and effort into making it happen, too. They don’t expect the Google gods to magically hand them rankings. They don’t expect to learn by osmosis. They just do it.

But then, there are the other companies. The ones that fall into a “wishful thinking” trap.

They want to learn more, but they “don’t have time.” They watch competitors outrank them and feel guilty. The guilt turns into avoidance. One day, they wake up and say, “Today is the day I master SEO.” But then an email pops up, an employee crisis happens or something else takes precedence.

And nothing gets done.

I understand the dilemma. I do. But there comes a time when you have to buckle down and make a choice. And that means you tackle your SEO issues head on and refuse to make any more excuses.

Here’s how to do it:

1.  If you are a solopreneur/work for a small business, you have to be very honest with yourself. Do you really have time to learn the ins and outs of SEO? Some people consider it a fun challenge and master it fairly quickly. Some folks never “get it.” If you’ve been promising yourself that you’ll learn how to SEO your site over the past few months – and you haven’t done so – it’s time to give it up. It doesn’t mean that you’re a bad person. It means that you’re a busy person and you have other priorities. Like running your business.

2. If you work for a medium/large size business, your site is probably larger and has more complex issues. Handling everything may be daunting (and dangerous,) especially if your staff doesn’t have any experience. What many companies do is work with a consultant to unravel any existing technical SEO issues. Then, they work with another firm (or sometimes the same firm) and get training in SEO writing, social media and the other SEO bits and pieces. This one-two punch helps move the SEO ball along fairly quickly. The marketing team can rewrite/edit the existing content and they have the benefit of an outside consultant watchdogging their work.

Yes, SEO services cost money. Yes, good providers are expensive (beware the $100/month SEO “expert” trap.)

But if getting help means that you’ll make more money, faster – why not go for it? Right now.

Because for every moment you delude yourself into thinking you can do it yourself, you’re giving up market share to your competitors.

And that’s just sad.

Did you like this post? Well, I like you! And I’d love it if you subscribed to the SEO Copywriting Buzz newsletter. It’s delivered hot and fresh to your inbox every Tuesday. Why not subscribe right now?

 Photo thanks to © Iqoncept | Dreamstime.com

Need Marketing Clarity? Get Out Of Your Head

How could clarity help you?

How could clarity help you?

I just got off the phone with my accountant.

For some people, chatting with their accountant is a super-stressful event. But not for me. My accountant (Eva Rosenberg, in case you’re wondering,) is fantastic. I. Love. Her.

Why? She can take the most complex situation, break it down into bite-sized chunks and show me how to proceed. It may be about how to structure my finances. Or how to handle a tax situation. We even discuss new business ideas (which is what we talked about today.) If I’m confused, stressed out or overwhelmed, chatting with Eva always helps.

It’s because she gives me clarity.

How would a little marketing clarity help you?

I say this not to geek out about my accountant, but to show how having a second opinion can bring you a lot of mental freedom. For instance…

– Do you know that your site needs optimization help, but you’re not sure what to do next?

– Are you faced with a sticky business situation and you’re not sure how to proceed?

– Do you feel like your site isn’t quite clicking with your customers and you’re wondering what needs to be changed?

– Is your company completely overwhelmed with Google’s latest changes?

It’s easy for us to get bogged down by 1,000 details and not take action. We worry about Google. We worry about business. We think about our landing pages and our optimization. Yet, we do nothing to fix them.

Why? It’s because we’re overwhelmed. We’re in our own heads all the time. We handle non-essential tasks like answering email and zone out in front of the television at night.

(There’s no judgement here. I’m the same way. I’ve thrown myself into watching old Sopranos episodes rather than think about my problems.)

We don’t realize that we can’t come up with the answer by ourselves. We’re too close to it. We’re stuck. That’s why good companies can make extremely bad SEO mistakes (like having the same Title on every page.) It’s not that the answer isn’t staring us in the face. It’s just that we don’t see it.

In fact, I just received an email that said this:

“We are now fearful with the acceleration of search engines and changes they make, most of [the information we know] is probably obsolete. Is this a correct assumption? We are getting minimal traffic to our site and trying to decide if we just give up or devote the time necessary to turn it into something of substance.”

Ouch. Not only do you want to feel sorry for this person, you want to shake them and say, “Don’t give up. Do something! It’s not too late.”

But when you’re overwhelmed, it’s hard to have that clarity. Very hard.

Need clarity? Don’t overwhelm. Do this instead.

If you’re in this position, the first step is acceptance. Yes, you’re smart. Yes, you’re good. Yes, you work with a fantastic team of people who are experts at what they do. But that doesn’t mean that you’re going to come up with all of the answers all of the time. It just means that you’ll be able to recognize good advice and act on it faster than most.

What does help is reaching out and talking to an expert. That means being completely transparent, sharing your situation and asking them for advice. “Advice” may mean some quick tips. Or it may mean an ongoing relationship to keep you accountable. The key is bringing in an outsider and asking him/her for help.

“But Heather,”  you may say. “That costs money and we don’t have the budget for something like that.”

I get that reaction. I do. Even big companies are stingy with their budgets. They figure they already have a bunch of smart people working there, so why should they get an outside opinion?

It all boils down to clarity. If you can pay a little bit of money and know that your business would be transformed – why wouldn’t you take that leap?

If you’re still concerned about cost, break it down by ROI. Say you spend $2,500 to fix your site’s visibility issues and drive more traffic to your site.

If your average sale is $200, that means you’ll just need to drive 12.5 new sales. That’s it.

Suddenly, the price for clarity seems extremely inexpensive. And that doesn’t even factor in the amount of mental energy you’ll have back. Heck, you may even sleep better at night!

Isn’t it time to get out of your head and give yourself the clarity you deserve? You can put that mental energy into other things that deserve it. Like finding out what happens to Tony Soprano in season three…

Feeling like you need a little marketing clarity? Let me know. I’ve helped hundreds of businesses over 16 years and I can help you too.

Photo thanks: ID 23357559 © Kantapat | Dreamstime.com

Introduction to Keyword Mapping for Content Managers

keyword-mappingHaving a website means almost nothing if no one is able to find it. Content managers know this; it’s why SEO has become so critical and why keywords have taken precedence in terms of marketing strategies and content creation. However, understanding how they work and creating a process that utilizes them to their highest potential isn’t always as simple.

When keywords first arrived on the scene, a simple strategy took over: use certain search terms as frequently as possible to get attention and to drive rankings. That was great, for a little while at least. Today, it’s much less effective. With constant Google algorithm changes and updates that fine-tune the search process, strategies must be more elaborate and developed to be effective. This is where keyword mapping comes into play; it is the answer and anecdote to outdated processes that do little in terms of results.

What Is Keyword Mapping?

Keyword mapping is simply the process of using specific keywords on different pages inside a given website to create a map that allows users – and search engine crawlers – to find the information they’re actually looking for in a timely, less-frustrating manner.

If you implement a keyword mapping strategy on your site, the result should ideally be:

  • Structured content funnels that guide navigation naturally
  • A keyword strategy that helps pull together your site map with topics and subtopics that are clear and easy to follow
  • Easy to navigate page systems that clearly connect pages associated with specific keywords

Keyword maps are helpful, not only for rankings, but for creating meaningful content strategies that do more than push information on a regular basis. They allow content calendars to be created that actually make an impact on SEO strategies, meaning they’re critical for content managers.

Ready to get started and to use keyword mapping inside of your site and content strategy? Keep reading to learn more.

Identify Your Keywords

Using the keyword planner from Google Adwords or another free option, start to put together a list of keywords that you’d like your site to be associated with. Your keywords should relate directly to your business or brand – meaning that if someone would search for a term and find your site, he or she would be able to find answers or relevant information. A brand like Garmin – which sells GPS tools for runners – might be able to gain more traffic by creating content relating to running shoes, but it probably wouldn’t be beneficial traffic that leads to conversions, regardless of how closely related the terms sound. Identifying relevant keywords is an excellent starting point.

If you have an existing keyword strategy that doesn’t necessarily include a map, you have a good starting point to work from. Look at the phrases and search queries that you’re currently working with; which have higher bounce rates? Could these be modified? Are there related search terms that may perform better?

Branch Out

Once you’ve identified your target keywords, branch out a bit. Look deeper at each keyword and at search volumes associated with each term. Look for related keywords that you wouldn’t have thought of on your own. Looking at overall popularity and conversion rates will give you an idea of whether or not you are heading in the right direction.

Set Priorities

Once you’ve created an expanded keyword list, it’s time to start prioritizing. Think about which keywords are most relevant and have the highest chance at success: these are your starting points. These are the keywords that will remain fairly constant and will be tracked most extensively to determine the success or failure of specific campaigns.

Start Categorizing

Keywords should naturally fall into a set of categories. These categories closely relate to your business and should become your blog’s categories or tags. You need to regularly maintain your categories and especially your tags in order to ensure that they are still relevant and the best possible ways to categorize your content. I recently completed a keyword map for 12 Keys, a treatment center in Florida, and made sure that every blog post fell into a relevant set of tags. For example, this post containing an infographic about potential lifetimes lost to substance abuse falls into the “addiction” and “infographic” tags. Older posts especially were not well-categorized, because more relevant categories and tags had been added to the blog since their publication.

Set Preferred Landing Pages

Part of a successful keyword mapping strategy relates to landing pages. By “linking” priority keywords and categories to specific pages, your site will be more optimized for going forward. Certain pages may be relevant to only one keyword, or to many more than that.

Try to optimize each landing page for a specific keyword. Do everything you can on the back end – tags, titles, image titles and so on – to be sure that page, and the categories and tags it is linked with work together to create a fully optimized experience that helps with improving rankings and overall visitor experiences.

Start Writing

It’s amazing how much can go into a content strategy before content becomes a part of the picture. This is especially true with keyword mapping.

Once your landing pages are optimized and your priority keywords and categories are set, it’s time to fill it in with content. Look for ways to include keywords naturally in the content your brand creates. As always, make sure your content is relevant and actionable – search engines are becoming smart enough to know when content is just fluff.

Create a content calendar that touches on each keyword on a rotating basis to be sure the site remains fully optimized for each priority word and that your content has some variety. Structure is key for any successful content strategy.

In addition to keywords, engagement must remain a focus. Your goal is to increase time spent on each page, to decrease bounce rates and to encourage visitors to visit additional pages on the site. Use calls to action, internal linking and other strategies to keep conversations flowing – when possible – and to direct visitors toward conversions.

Measure and Refine

Like any other SEO initiative or endeavor, keyword mapping is not a once and done activity. Take the time to measure your results on a monthly basis. Look for keywords that are underperforming, eliminate them and replace them to try something new. For keywords that are performing above your expectations, find ways to keep utilizing them, perhaps through more frequent posts.

Keyword mapping can serve as an excellent foundation for any SEO strategy and, as such, should be a top priority for content managers. Whether you’re looking to redo a website, to increase your search visibility or to start from scratch, keyword mapping is a solid starting point. Learn more about the process and put it into action today.

About the Author

Adrienne Erin is a freelance writer, designer and marketer. She loves dissecting strategies to see what makes them work. To see more of her work, follow @adrienneerin on Twitter or visit her design blog, Design Roast.

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Creative Commons licensed photo thanks to Annie Mole.

5 Questions That Will Make the SEO Writing Process 5 Times Smoother

Ask QuestionsIt doesn’t matter whether you’re new to writing online or you’re a vet who was writing back when keyword density was at the top of SEOs’ minds. There are few things more satisfying to a writer than successfully negotiating a new project with a new client. Agreeing on a price to produce new content lets you know that you’re a pro and people see you that way. But while it’s gratifying to see a proposal or pitch pay off, that rush usually dissipates once you focus on actually writing. And whether or not the time you spend at your computer is fruitful usually depends on how much info you gathered before you started.

Starting with a new client can be difficult, because something that may have left one client smiling might make your new one completely indifferent. In order to get a feel for your new gig, there are a few questions you need to ask in order to produce your best work and prevent frustrating hang-ups.

1) What Is The Goal?

This may seem simple, but writers frequently tap away at their keyboards with only a vague idea of what the client hopes to accomplish with a particular piece of writing. Should the page drive sales? Will it be shared on social media? If so, will the piece be promoted primarily on a brand’s Facebook page, reddit, or some other social network? Or should the piece make your client’s site look authoritative?

Knowing the goal will shape how you create the piece and help you nail the first draft. If you need to drive conversions, then you’ll know to include strong, active language. Social media content will be punchy and fun (check out this Facebook page as an example). And content that’s designed to boost a site’s authority will have a longer-than-usual word count and links to respectable sources.

2) Who Is The Target Audience?

Every product is different, every audience is different, and every client has slightly different tastes. Considering all that, it’s nearly impossible to write your piece in a way that will satisfy your audience if you don’t know who they are. You might as well guess what their favorite flavor of ice cream is without knowing anything about their favorite foods.

To focus your writing your next question should be: who are you writing for? All writing is a conversation, and an important part of conversation is context. You speak to your friends differently than your family and co-workers, and writers speak to different audiences in different ways depending on their values and experiences. Knowing who your audience is and understanding their age, education level, hobbies and other demographic facts will help you tailor the piece to your readers.

3) What Are Some Of Your Favorite Or Most Successful Pieces?

A quick way to know what your client likes is by examining their personal favorites. If you ask what kind of pieces your client really respects and which pieces were the most successful (however it is defined), then you can begin to understand what the client is looking for. If your client has done their due diligence by paying attention to their content analytics, they should know what works for them and what doesn’t.

Do they like long-form articles, or pieces that are brief and to the point? Do they like lots of bolded words and bullet points, or do they prefer well-structured paragraphs? Do they appreciate fanciful wordplay and clever turns of phrase, or would they prefer the writing to be more direct and clinical? All these questions, plus more you haven’t even thought of can quickly be answered by reviewing your client’s greatest hits.

4) What Is Your Editorial Process?

This can vary wildly from company to company. In some smaller operations, the editorial process will just be the owner reviewing the piece and giving the final thumbs up. In larger companies, the piece might be reviewed by an editor, then the director of marketing, and finally whoever is in charge of operations before it can finally be approved for publication. This question lets you know who and how many people you have to impress. Don’t be caught off guard if you suddenly find your inbox filling up with editorial notes from four different people.

5) What Is Your Editorial Schedule?

Time is money, so you should know how your new client likes to work at each stage of the writing process. What is the deadline for submission of the first draft? When should you expect notes and revisions (if any)? When do they expect another draft? Do they have a hard date when they’d like to publish it? Some companies have a very loose, free-form schedule, while other editorial departments are run with the efficiency of an assembly line. Either way, knowing how they work will get you on board with the person (or team) you’ll be working with. Plus, it will allow you to properly manage your time, giving you the ability take on more clients.

Information Is Power

Starting your piece without knowing what to do and how to do it is like throwing a basketball at a hoop with your eyes closed. There’s a chance you might hit your target, but you’ll increase your odds of success if you keep your eyes open and get all the important information before you make your shot. By asking the right questions, you’ll leave lots of happy clients in your wake and a lot more, and higher-paying, gigs in your future.

About the Author

Logan Strain is a writer who regularly contributes to Instant Checkmate’s blog, a father, and a podcast addict. When he’s not browsing reddit, playing with his daughter, or binge-watching Netflix, he’s creating top-notch web content. Follow him on Twitter @LM_Strain.

Increase your skills – and your income – getting SEO copywriting certified. Get started today and save nearly $200 on the course! Use coupon code FUN.

Creative Commons licensed photo thanks to Martin Pettitt.

SEO Copywriting Top 10: Aug. 20 to 26, 2014

Site AccessThis week, we dig into the SEO data! Erin Everhart shows us how to prove its value without drowning in data in post #9. How do you measure SEO performance in a not-provided world? SEO Book’s Peter D. has the answer in post #1!

Bill Slawski’s got another killer entity-types post in #3, and for those of you not ready to tackle Bill’s technical level, Andy Franco takes us back to the SEO basics in post #7.

Oh, and remember how Google did away with keyword match types in AdWords? What’s that? Oh, you’re still fuming about it? Well … Bing’s doing it, too. Miranda Miller fills you in with post #6.

Enjoy!

1. Peter D. writes Not Provided: How To Measure SEO Perfromance for SEO Book.

2. L. Williams writes 6 Tips for Influencer Marketing from an Influencer for Content Marketing Institute.

3. Bill Slawski writes Identifying Entity Types and the Transfiguration of Search @Google for SEO by the Sea.

4. Smriti Chawla writes 4 Simple eCommerce Product Page Tests That Take Less Than an Hour for KISSmetrics.

5. Beth Gladstone writes 7 Simple Twitter Marketing Tips to Improve Your Results for Social Media Examiner.

6. Miranda Miller writes Bing Follows Google’s Lead with Close Variant Matching for WordStream.

7. Andy Franco writes Back to SEO Basics: Why Relevant External Links Matter by Vertical Measures for Vertical Measures.

8. Joanna Wiebe writes These Landing Page Copywriting “Best Practices” Turned Out To Be Fails for Unbounce.

9. Erin Everhart writes How To Prove The Value Of SEO Without Drowning In Data for Search Engine Land.

10. Kevan Lee writes Buffer’s Guide to Creating Amazing Content for Search Engine Journal.

If you’ve made it this far, I’m sad to say that this is my last roundup. It’s been a blast, and I’ll miss subjecting all of you to my wiles, but there are new adventures ahead and I must consolidate my workload down to just one job. You’ve been awesome and I thank you so much for reading. I’ll continue to be a part of the SuccessWorks community by keeping up with my SEO Copywriting skills through Heather’s site and continuing to hang on her every word. Really, she’s amazing! Thanks again, everyone, and I’ll see you in the comments and our LinkedIn group. :)

Save almost $200 on Heather’s SEO Copywriting Certification with coupon code FUN! Sign up now!

Creative Commons licensed photo thanks to Sarah Stewart.

Are Your Online Sales Slipping? This Could Be Why …

Women on slip-and-slide

Don’t let your customers slip away!

It’s never easy to lose thousands of dollars every month to your competitors.

The company (let’s call it Company X) used to be at the top of their game. Product sales were brisk. Their testimonials were excellent. They dominated Google search results for their main keyphrases.

Then, things started to slow. “It’s seasonal,” thought the CMO. “There’s nothing to worry about.”

Two years and many seasons later, business was down by 50%. The product quality hadn’t changed. In fact, nothing internally had changed.

And that was the problem.

Externally, the marketplace had changed – a lot. There were new competitors. Some trends had shifted. The target audience was looking for slightly different benefits presented in a slightly different way.

People were still buying. But not from Company X. The fantastic reviews, great testimonials and top search rankings weren’t enough.

What happened?

Many companies look at outside causes when sales slow down. It’s the economy. It’s a seasonal slowdown. Times are tough “everywhere.”

Yet, the problem can often lie with something completely controllable.

The site copy.

If your sales are slowing and you don’t know why, it’s time to take a hard look at your site content. Here are some steps to take:

Pay close attention to new competitors. What is their unique positioning statement and how does it compare to yours? How well do they discuss their benefit statements? Are they using a tone and feel that resonates better with the target audience? You don’t want to copy a competitor’s strategy. But you can learn from them.

Consider how the marketplace has changed. A major benefit two years ago may get a “meh” response from prospects today. Survey (or preferably, chat with) current customers and learn what’s important to them now. The information you learn can help you A/B test different benefit statements and see what resonates with your audience.

Review your keyphrase research. When’s the last time you reviewed your keyphrase research? Phrases that worked great a few years ago may be too limiting today. See if you can capitalize on new keyphrases, especially ones that target prospects at an earlier phase of the buy cycle.

Review all of your marketing collateral. ALL of it. This means your autoresponders, your site copy, your LinkedIn profile – everything. Chances are, you’ll find some cringe-worthy blog posts, some typos and some messaging that’s outdated and stale. Figure out a plan for addressing your copywriting blind spots and fix them.  If you think your site sounds stale, just imagine what your readers think.

Get an outsider’s opinion. It’s easy to let our egos get in the way of smart sales copy. We may love our writing. But our readers may not. Your copy may be perceived as “too overwhelming.” You may not be providing enough information. Or, your content could be so filled with marketing speak that your reader doesn’t really know what you’re selling. Hiring a consultant (or even asking a trusted colleague to help) can often uncover some quick, easy fixes you can make.

Does this mean you may have to revamp all of your site content? Perhaps. Or, you may be able to make some strategic SEO and content tweaks that can have a huge impact. The key is to immediately develop a strategic plan and start doing something.  After all, there’s no reason to let your so-so content result in lost sales opportunities.

Like this post? Well, I like you! And I’d love it if you subscribed to the SEO Copywriting Buzz newsletter. You’ll learn the latest SEO writing tips, how to thrive as a freelance and in-house copywriter and more!

Creative Commons licensed photo thanks to Jeffrey Smith.

SEO Copywriting Top 10: Aug. 13 to 19, 2014

cat swipes toy

Create a copywriting swipe file!

You probably know what a copywriting swipe file is, and maybe you’ve been meaning to start one but haven’t figured it out yet. Well, check out post #2 to finally figure it out!

There’s a bunch about SEO this week, as John McTigue helps you create a Hummingbird-worthy website, Michael Martinez brings you back to the core essentials, Barry Adams helps out with your SEO strategy, and Barry Schwartz shares Google’s top milestones of the past year’s 890 search changes!

Also, don’t miss Chloe Mason Gray’s complete guide to online customer research in post #6. We can all use something to make that easier! :)

1. Michael Ofei writes 5 Systems You Need to Skyrocket Your Freelance Writing Career for Write to Done.

2. Copywriting.com posts How to start a copywriting swipe file.

3. John McTigue writes How to Create a Website Google Hummingbird Will Love for Kuno Creative.

4. Joe Pulizzi writes 7 Thoughts That Will Change Your Content Marketing Strategy for Content Marketing Institute.

5. Michael Martinez writes Core Essentials of On Site Search Engine Optimization for SEO Theory.

6. Chloe Mason Gray writes The Complete Guide to Online Customer Research for KISSmetrics.

7. Barry Adams writes 4 Crucial Ingredients for a Successful SEO Strategy for State of Digital.

8. Nathan Safran writes How Content Is Changing And What Marketers Need To Know [Survey Data] for Marketing Land.

9. Kyra Kuik writes How to Create Evergreen Content that Builds Your Business for distilled.

10. Barry Schwartz writes Google’s Head Of Search 10 Biggest Search Milestones With 890 Changes In Past Year for Search Engine Roundtable.

Get all of the latest SEO goodness by signing up for the SEO Copywriting Buzz newsletter now!

Creative Commons licensed photo thanks to Vanessa.