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Copywriting is Part of SEO

If you want to rank number one in Google, stop stuffing your content with keywords and copying topics and questions from your competitors.

Try something new

One of the major problems with the internet is that SEO is often seen as a simple process in which you identify a keyword or ‘question’ your potential customers are searching for and write about that topic. Alternatively, you can write about the keyword or copy and rehash articles already on Google.

How Google reacts

What is happening is that Google is forced to change its algorithm to be far more advanced.

To rank websites that are mostly all saying the same thing in much the same way, Google needs to double down on its ability to identify different websites that say different things and offer different information. We have seen this with Google’s human website quality raters. The problem with algorithms is that they have rules. The second problem is that an algorithm, in Google’s case, is run by a computer. Computers are not human; they just aren’t that clever.

So, how will Google identify superior websites?

That’s easy. Google’s algorithm and means of grading websites are slowly changing so that they reward two things.

  1. Websites can be seen as being run by humans with teams and photos of people,
  2. but more importantly, websites firmly put the user and the user’s problem before optimised keyword-rich content.

However, this alone isn’t enough. This needs to be backed up by facts.

Remember, Google makes most of its money through advertising e-commerce websites like Amazon’s Bays. Google often defines a fact as a price.

If you can create content that resonates with your user, shows sufficient empathy to relate to their problems, the intelligence to offer a solution and the facts that allow them to believe you, then you will see your rankings skyrocket.

So, where do I start? OK, there is a simple 5 step process.

Speak to not at
1. Who are you talking to: Target audience

Who are your customers, what do they look like? Where are they based? Are they young, or are they older than men? Your demographic dictates your voice and tone in the design of your web pages. It has often been suggested that women write for women and men write for men. However, 92% of all content writers on the Internet are women! 12 can nail down exactly who you’re talking you can then make some assumptions.

  • They are very busy.
  • They are impatient and want you to get to the point immediately.
  • If they’re searching during the day, they’re at your work and don’t want to watch a video.
  • If they’re searching in the evening, you can bet they have one eye on the TV but are open to other ways of showing information.
  • Are they local, or can they live anywhere? See using a local SEO company.

This means being concise. One fun process we do every week is going through our clients’ web pages and removing unnecessary content.

If I am searching for car insurance, I do not want to be told the history of car insurance would insure a car’s other car with four wheels.

How many web pages have you been to recently where you have to scroll down three or 4 inches annual mobile until you get the answer? YouTube videos are compelling to watch where the introduction is such a mind-numbing switch-off.

  • More examples of emotive language can be found here.

2. Problem or pain point?

What is their problem, and why are they here?

They are not interested in your solution if they don’t believe you can identify with their problem. How many websites have you been to that talk to you about the services they offer, case studies they have done, the results they have created, and the teams they have? It’s all me, me, me. When you have a problem or worry, it is very hard to have more than one. However,  you can also guess the problem with more than one go!

3. How should they feel?

You may have heard of the expression we buy with the heart and justify with the brain. 10 years ago I did some sales training. We were taught that without emotional charge within our prospects, they would never purchase. All they will hear is blah blah blah and show us the door. Sometimes, this meant we had to be brutally honest.

When you present a user with clear identification that you understand their problem, you want them to feel a sense of relief and urgency.

“We can solve this problem for you what you need to do is act now and read our solution.

This is not the time. Forgive us a call, and let’s schedule a meeting. Let’s talk on Monday. You’ve identified the problem, and now, again, hit them with the solution.

Emotion is energy in motion. This is why people buy. When companies connect with clients’ emotions, the payoff can be immense. More.

4. What is the Solution?

I want the website to suggest one clear thing they do and believe in that will answer my problem. I’m feeling excited, confident and relieved that I found a website, company or business where I can solve my problem.

I do not expect to be offered multiple solutions. However, I won’t go to your list of services and try to find one that fits and solves my problem.

I will not contact you or schedule a 15-minute call because I landed on your website.

I need a clear bullet-point solution that answers my problem simplistically and logically. Once I believe you understand my problem, I can begin to go down the road of trust. I feel heard and understood and want to coin a therapy phrase.

5. Why should they believe you?

OK, you have my attention. I believe you had no problem; you can suggest a possible solution. However, as with all customers, a little nagging voice in the back of their head says, can this website be trusted? Can these people deliver what they say they can? Why should I believe them?

This is where facts come into play. I’m not going to list what makes a website trustworthy. However, you can imagine that if I can’t find an About page, a Teams page, or a price for this service, I will not buy.

Go back to the feeling part. I’m feeling confident I found a company I can do business with. I’m already beginning to have a relationship with the website because I believe it has listened to and heard my problems. I feel motivated and ready for the next step.

What I want now is a clear direction. I also want facts and information. Who are you, how much is this, how do I buy it?

I will want to see evidence that you are in business, I will want evidence of real people, I will want a telephone number and email address, and I will want to look at some reviews. I might not at this stage want to go down the case study route but I’ll be relieved if I least I see in the menu. Throw in a few logos I can identify with, and I am prepared to press but or contact.

The job is done, and you have a new customer.

But more importantly, you have an expertly optimised piece of content. It uses all the words and language around your keyword. It also has firm logic and a beginning and end in action. It also has emotive words that resonate with trust, and it gets to the point. It also takes a lot longer to write, so invariably, the graphics are better because the pages are expensive!

Do this, and you will rank number one in Google.

Why? Your page is better than thousands of similar pages selling the same thing. Your page has become a salesman.

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