Greetings! Today’s video post answers the common reader question: “What should I focus on first in an SEO copywriting campaign?” This question is asked ever more frequently, by businesses both large and small, because there are so many SEO copywriting and content marketing opportunities out there that it can be overwhelming.
Back in the day, SEO copywriters were primarily concerned with creating websites and producing content for those sites. Now, there’s that plus social media venues like Facebook and Twitter, blogs, perhaps e-books and white papers, all vying for your attention. While all these opportunities are great, the typical content marketer can get completely overwhelmed by all the competing options and lose her momentum because she has no idea where to start first.
Tune in as Heather suggests solid ways to find your focus and get the SEO copywriting and content marketing ball rolling again:
You can figure out ideas for a starting point for your SEO copywriting campaign based on:
If you don’t have any kind of website analytics installed on your site (such as Google Analytics, which is free), then it is strongly recommended that you do so. Analytics helps you make informed decisions about your website and related marketing content – anything else is only an educated guess. Analytics allows you to drill down into your data so you can figure out exactly what is going on.
2. Site Goals
What are your website goals? What do you want to be when you grow up with your site? After creating your website, it’s easy to want to move on to the next big thing, such as starting a Twitter campaign, when really – considering where your business is at right now – it may not be the best thing to focus on first. It may be a smarter and more cost-effective move to start with smaller, readily do-able things which many companies have realized great gains from…
A sampling of low-hanging fruit tasks includes:
- Conduct keyphrase research/revise your current research: While this especially applies to new sites, if you haven’t revisited your analytics for awhile this may be the time to do so. You may well find that some keyphrases that worked when you started out are no longer performing.
- Train your staff in the latest Web SEO writing techniques: This particularly applies to those of you stuck in the “I need to produce content but don’t have the budget” track. It can prove very cost-effective to have a staff member involved with your content marketing trained in SEO copywriting best practices.
- Make sure that the keywords are represented on the page (check out Heather’s videos on keyphrase editing and writing).
- Tweak your Titles
- Determine what content is working and write more of it.
- Repurpose existing content (e.g., turn a blog into tweets).
- Poll your customers/readers and ask what they’d like to see.
- Guest blog: this is a great way to get exposure to other markets.
- Get outside help: We all sometimes suffer from being so close to our work that we don’t see content opportunities. There’s no shame in having someone on the “outside” review your content with a fresh perspective.