How to Rank Higher with SEO Keywords and Long Tail Keyphrases

How to Rank Higher with SEO Keywords and Long Tail Keyphrases

Want to rank higher but the term SEO scares you?

I’ll warn you now, when I brought this subject up at a recent event, it almost reduced someone to tears.  Seriously though, SEO isn’t difficult at all and like most things, it’s actually quite a simple concept.  Owning your own small business and competing against companies with big marketing budgets can seem hopeless for wanting to rank higher.  Do you pay huge Ad premiums? Do you outsource your SEO updates on average £500 a month? Or…..can you learn the basics and apply yourself? Sure you can….

I’ve previously blogged about the importance of Search Engine Optimisation (SEO) and how creating engaging content full of SEO friendly keywords can help you be more easily found in online searches.

What are SEO Keywords?

To remind you, SEO keywords are literally “key” words and phrases in your web content that make it possible for your audience to find your website, blog or product, via a search engine, normally Google, but don’t forget Ebay, Amazon and Bing (etc) are all search engines too.  Let’s mainly focus on Google though as this is where we work with their algorithms and how we can make Google proud of us little businesses by showing authority in our fields.

What this blog expands on are Long Tail Keywords and the importance they can play in an effective SEO strategy.

What’s a Long Tail Keyword?

LTKs are basically keywords or key phrases (one client of mine prefers to think of these as ‘sentences’) made up of more than 3 words (I say on average between 7 and 10), that are more descriptive in nature than stand alone keywords.  Think of it in terms of learning grammar at school – it’s basically Nouns (keywords) and expanded Nouns (long tail keywords).  Research has shown that long tail keywords account for up to 70% of all web searches. Source – Neil Patel.

Building a business is all about tapping into an audience and providing a service they need or require.  Finding your audience or understanding your niche is a fundamental requirement.  And this is where the long tail keyword strategy becomes interesting for a small business.  Big companies are not interested in long tail keywords…want to know why?  Read on….

Big Business SEO Strategy

With silly pound marketing budgets, big companies can simply buy their way to the top of page one or buy first positions ads.

On the surface, long tail keywords will generate less search traffic, but as a small business, the upside is long tail keywords usually have a higher conversion value as they are more specific.

For example, it would take years and a huge amount of marketing money to rank number 1 in ‘women’s handbags’.  But using a long tail keyword strategy of, ‘handmade organic leather women’s bags’, you can make real progress in your ranking in a much shorter period of time.

Or picture yourself doing a Google search.  You live in Marlow, Buckinghamshire and you want to eat out locally one night.  You wouldn’t just put the word ‘restaurant’ into a search engine.  You would put ‘restaurants in Marlow’, but be more specific… you fancy eating Indian, so refine your search and put ‘best Indian restaurant in Marlow’.  That is the power of long tail keywords in action.  They generate organic search traffic without costing a small business a penny.

Voice activated search engines

Such as Siri, Amazon Echo, Google Assistant etc.  These are becoming more and more popular and are changing how people carry out searches.  If you think of how we ask for things, we don’t just say one word when we are trying to find out information, we describe what we are looking for.

What are SEO Keywords?

  • When budgets are tight, long tail keywords are an easy, cost-efficient way for a small business to take on their (often) bigger and more well resourced competitors.

  • They can also help find an audience if you offer a niche product or service.

  • And with voice activation here to stay, these long tail keywords are an excellent way to future proof your company moving forward.

Having a clear vision of your business, your product or service, and your website is crucial if you want to make the most of a Long Tail Keyword Strategy.

Where to Start – Keywords or Long Tail Keywords?

The answer is BOTH.

As you know, keywords are of course helpful with SEO, however the powerful content that is crawled over by Google and other search engines, are the long tail keywords.

My recommendation would be to gather 10 or 20 keywords that explain your product or service.  Research is crucial for this stage and how to do this was featured in my previous blog.

From this list of keywords you can begin to drill down from each of these to the long tail keywords.

The key to making all of this work is RESEARCH.  Be sure to understand your competition and what they are doing especially if they are running a campaign.  See what works for them and target it.  There are several paid SEO tools who can do this for you…BuzzSumo, Ahrefs and SEMRush.

Once you have your competitive information and chosen keywords you can start to build a target list of long tail keywords.

The idea is to find as many long tail keywords as possible that have low to medium search volume because ultimately, they will help you rank easily and drive traffic almost instantly.

Cheeky Tricks

A useful trick is to use Google Ads, as you are able to see what people area searching for which is a great indicator of which keywords are being used in your industry (be it legal, finance, etc). Google Ads can also provide long tail keywords as well, or someone like Ubersuggest is another keyword suggestion site you could use.

Let’s look at my business… I would target Long Tail Keywords such as… ‘legal marketing in Marlow’, ‘small business SEO help in Marlow, ‘legal copywriter in Marlow’.  Although I work with firms in London, Oxfordshire, Buckinghamshire and surrounding counties, they will have a high volume of searches and SO I’d have to put in some serious time, effort and dosh to get onto number 1 pages for ranking….

AND FINALLY….how on earth do I use these Long Tail Keywords…?

Once you have decided upon your Long Tail Keywords, just like SEO, these need to be reflected in your website and blogs (please write blogs…at LEAST once a month…).   If you go over the top with using keywords in your copy and blogs, Google considers it to be spam.

Make sure they feature in any HEADLINES you create.  Test these out in a Google search and see what comes up.  Google would be nothing without people using it to search.  Google want to make it easy for its users – so give it what it wants – clearly marked headlines with relevant long tail keywords will work best.

Once you are using long tail keywords, keep an eye on their performance and amend and add them on your website and blogs as you go along.

Alternatively, ask for help. Just please don’t ignore this.  If you are a small business looking for brand awareness help with long tail keywords or SEO image optimisation, content marketing or copywriting for websites and blogs, please get in touch.

1-2-1 sessions are also available.

I’m just an email or phone call away.

Elaine 

 

 

 

 

How To Use SEO In Your Content Marketing

How To Use SEO In Your Content Marketing

HOW TO USE SEO IN YOUR CONTENT MARKETING

 

How many times a day do you use a search engine to find the answer for something?

 

  • Need a new marketing idea?
  • Want to update your finances?
  • Need to research the best company to help your event succeed?
  • Want to know the best smartphone App for schooling your little angels?
  • Where to source in-depth industry news?
When you are thinking about SEO for your blog/article/website, you need to make sure you’ve got a cluster of key things covered in order to guarantee SEO-friendly content.

Faced with a problem, challenge or even a choice, we all Google it.  Have a look at your Google History to get the feeling of how much you use the search engine.   Did you also know that 89% of B2B use Google to buy from too?

How do Google/Bing/Amazon etc, know to ping up the best answers for you?  Magic?  No….SEO, pure and simple.

The content aspect for SEO is what helps gain greater search visibility.

WHY?

We, as consumers or clients, are searching answers through content.  Regardless of what we’re looking for, it’s content that provides it.   I tell my clients, the more content you put out there, the higher your chance for greater search visibility.

Search engines (e.g. Google) use content to determine how to rank a page.  It’s the correlation relevance between a page and a person’s search query.

Being a copywriting and content marketing bod, I work closely with SEO and digital marketing specialists.  The SEO we work on is split into Technical and Creative.  I’m the Creative.

While crawling a page, the search engine will determine its topic.  Analytics like page length and structure, and going by the latest research, the optimal article length for SEO is around 1,000 words. …whilst the ideal length for blog posts in 1600 words. Based on this information, algorithms can match a person’s query with pages they consider the most relevant to it.

Regardless of what we’re looking for, it’s content that provides it.   I tell my clients, the more of it you publish, the higher your chance for greater search visibility.

Search engines (e.g. Google) use content to determine how to rank a page.  It’s the correlation relevance between a page and a person’s search query.

HOW DO I OPTIMISE MY CONTENT?

SEO = Search Engine Optimisation

SERP = Search Engine Results Page

Keyword research is when you use keywords in order to find and research terms people enter into their chosen search engines.

You should focus on long-tail keywords (4 or more words).

Why do I say this?

Because these have a lower search volume while still holding the significant possibility of having a great rank on the SERPs.

So as to make sure the keyword research process is easy for you to explore, you might like to download my FREE step by step keyword research process.

Keyword Research

SEO is not about getting ANY OLD visitors to your site – it’s about attracting the targeted readers to sell to (first as a lead and later, as a customer or client).

KEYWORDS…. the above will attract the relevant reader according to how your site is ranked for keywords that those people are SEARCHING for.

SEO – the search engines will be discovering what phrases potential customers/ clients/buyers will be entering into them.

Copywriting with SEO in mind is 70% prep & research and 30% writing. Identifying terms and topics relevant to your business; thereafter converting them into initial keywords. And finally, conduct extensive research to uncover related terms your audience would use.

Competitors – what are they doing?

That’s how you’re able to understand how rankings will behave when faced with different search terms.

How do you find out what keywords your competitors are ranking for?

Good question.

Manual Search

You can either use software but of course, like many of us on a tighter budget, do a manual search by using keywords you want to optimise. Check the results and that of the position of your competitors.  Use a way of noting and analysing the metrics which will allow you to see which keywords rank higher.

For example, in the case where a competitor has low ranking, together with poor metrics from social media (as far as shares are concerned), you can easily come to the conclusion that you’ll be able to rank with some high-quality content that’s both extensive and appealing.

For that to happen however you have to use the SEO-friendly practices explained in this article.

Keyword Density vs Keyword Frequency

Keyword “stuffing”.  Don’t do it! It’s been sussed by Google and thrown into Spam.

You must use keywords of course, but do not saturate your article or blog, and think about the size of the document and correlate the length with the number of keywords.

SEO-Related Titles and Headers

Titles are still one the most important factors when it comes to search engine-driven searches.

In fact, it’s the “face” of your post, and it’ll basically let the search engine understand the context to which your post belongs.

For an SEO-friendly article or blog post, you should try analysing your post’s context. At that point, you have to find a keyword that suits the context that has been specified.

SEO-Friendly URLs

Just in case you’re not sure what “URL” means….It is the address of a World Wide Web page and as an example, this article’s URL is:

https://www.pickled-ginger.com/SEO-Content-Tips

Tips….

Do NOT use useless & ugly URLs such as https://www.domain.com/987123££121

Do NOT use long URLs such as: https://www.domain.com/don’t-even-think-about-writing-your-site-url-longer-than-this-one

Do use SEO-Friendly URLs: such as this page.

Conclusion

SEO can seem overwhelming.  It needn’t be.  The aim of this article is to offer you an understating of how the audience reaches you and handy tips to allow you to write your online blogs with SEO in mind.

There are, of course, many more back-end SEO tips that can be given and offered.  For Understanding meta-description (MD) – this is the text that’s used by Google to show the test results of the second and third lines of search results, underneath the TITLE. It’s important to make sure your MD is well-written and appealing.

Ultimately…Content is KING!

You can never forget that – in order for any post to be truly SEO-friendly – engaging content is paramount.  Create content that has quality; content that is appealing and vibrant, informational and specific, detailed and unforgettable.

Without awesome content, these SEO content marketing strategy tips will be meaningless!

REMINDER:

You should always create content that’s well written, adds value to your audience and is informative.

You need to avoid writing a piece of content that has fewer than 300 words.

The longer the content, the better the chances you’ve got of ranking well.

 

Never underestimate the power of a good copywriter!

.

5 Steps to Create SEO Online Content

5 Steps to Create SEO Online Content

SEO to help with your content? 

As a small business or a start-up looking to build their business, one of the most basic and effective things you can do to help yourself is to improve your SEO (Search Engine Optimisation).

How can SEO help me?

SEO can help improve your ranking on search engines such as Google, which in turn helps your business be found by your target audience, therefore helping your company growth by increasing revenue and profit margins.

Search engine optimisation is a fundamental building block for any company.

Most people panic or get bored when they hear those words as they either don’t know what it all means or assume they need to seek professional SEO advice, which normally means paying someone.

Please don’t be put off. A cheap and easy way to improve your SEO is to create engaging content. On-topic, original, interesting, well-written and researched keywords utilised.

Great online content, full of SEO friendly keywords, should be a key element in any business strategy.

Sounds simple right? But… where to start?

5 Simple SEO Steps

Here are five simple steps to help make the process as effective and stress-free as possible:

1. Compelling Words

Writing an appealing blog or article is often daunting when it’s time to actually sit down and type. Headline hooks, keywords, quotes etc, all need to be attention grabbing. On average 70% of content should be problem solving and 30% evergreen or about you and what you’d like to sell. Play around, look at the analysis. Ask a friend or colleague to proof read, edit before you publish.

2. Optimise for mobile

You only have to look around to see how many people are using their mobile phones. Recent studies from Stone Temple, states that the % of visits from mobile devices grew from 57% to 63% between 2016 to 2017; the % of time on site from mobile devices grew from 40% to 49%; and the Mobile Bounce Rate dropped from 52% to 47%. Consumer behaviour research has found overall mobile usage is continuing to grow and at sometimes of the day is higher than desktop usage.

Ensuring the mobile user experience (UX) is smooth and effortless is essential for online growth. Content should be written with consideration to the size constraints of mobiles (Iphone or Android), and the speed at which your pages download on mobiles also needs to be a priority. How many times have you given up on a website if it takes too long for the pages to load? First impressions count – always!

All of this doesn’t mean desktop usage is over. It’s not, it just means you need to give extra attention to your mobile offering. 85% of adults consume content on multiple devices at the same time.

3. Visuals and Images.

Being able to grab someone’s attention when they are being bombarded at speed by millions of other things requires strong images. Remember what they say – one picture is worth a thousand words. There are countless statistics that prove social media posts with images receive more interaction than anything else on Facebook for example.

Think about your brand, what your company represents, what colours are you synonymous with and choose your images with those in mind. Also, think of what grabs your eye when skimming through online articles. Colour? Faces? Product Placement? They should all reflect your brand.

There are a wealth of sites offering up free images, such as Unsplash, Pixabay, Burst or Startup Stock. Pixels for social media images require different settings for each platform and each section of a platform. So, do your research – find an up-to-date guide such as this one from Sprout Social.

And don’t forget from a Search Engine Optimisation (SEO) point of view, images saved with keywords will serve you highly in the rankings.

Another way to grab more attention than words alone are, as we mentioned above, visuals – including video and the use of self-explanatory and easy to understand graphics – or Infographics. Visuals are faster and easier for your brain to process and can help drive business. They can often be more memorable and visual content is 40 times more likely to be shared on social media.

For the small business or start-up these elements can be time consuming and challenging to produce in terms of resources but don’t under estimate their impact. Maybe start with infographics. Canva is a great resource for creating eye-catching graphic design with a lot of elements available for free, as is Wordswag.

4. SEO and Keywords

Drill deep into keyword searches. There are excellent online tools to help search engine optimisation for your content. Why not find the most searched word or term for your product or topic on Google Ad Words? If you’re a closet techie, perhaps get Add-Ons for your browser, if your platform is WordPress then Yoast is the SEO plug-in tool for you. Also, don’t forget my last blog posting “How to use SEO in your Content Marketing”.

5. Create and Schedule

Write frequently so your blog platform or website helps Google’s crawlers. Use scheduling tools for social media, such as Buffer or Hootsuite. Don’t just post though – you have to engage too.

So, what are you waiting for? There is a lot to think about. Google keyword research doesn’t have to be daunting. Spend some time to come up with an achievable plan.  Creating a plan which can be broken down into steps of what you can do week by week will help. And remember, if in doubt, keep it simple.

 

 

For 1-2-1 tailored coaching or group workshops please get in contact.
4 Reasons why you need Terms and Conditions for your Website

4 Reasons why you need Terms and Conditions for your Website

4 Reasons why you need Terms & Conditions for your Website

If you have a website, you really must create terms and conditions (ts & cs), although not a legal obligation (apart from PRIVACY policy) you are putting in place a contract ensuring customers and users know how your website can and can’t be used. Should a customer take you to court, having terms and conditions will limit the liability as the judge will consider your website ts & cs to govern the contractual terms.

While the specific content included in terms and conditions varies dependent upon your business and website type, here are my 4 reasons why ts & cs are so important for your website.

#1: Prevention of Abuse 

Terms and conditions act as a legally binding agreement between you and your users. This is the agreement that sets the rules and guidelines that users must agree to and follow in order to use and access your website.

In this agreement, you can include the necessary clauses to inform users of the guidelines of using your website and what happens if they are abusing it, such as spamming other users, and posting defamatory comments. You can add a clause to your terms and conditions to inform users that harmful language will not be tolerated and that any sexual content will not be allowed.

All of these can result in having those users who are found abusing your website temporarily banned.

#2: Privacy Policy

The Privacy Policy is required by law if you collect personal data from your users e.g. email address, first and last names, delivery address, etc. Data Protection has always been important but now GDPR (General Data Protection Regulation) has kicked in, businesses have to be more careful than ever handling data.

#3: Limit Liability

Terms and conditions often include a disclaimer limiting the website owner’s liability in cases where errors are found in the content presented on the website. It protects you (as the website owner) from being held responsible for not only errors in the content presented, but also for the information provided being accurate, complete, or suitable for any purpose. Add a disclaimer that you don’t endorse and aren’t responsible for the statements made by third parties.

#4 Governing Law

In the UK, the Governing Law clause of terms and conditions refers to the jurisdiction that applies to the terms presented in the agreement, e.g. “These terms and conditions are governed by the laws of United Kingdom.”

Conclusion…. chances are that no one will ever read your terms and conditions, but peace of mind (should any issues ever arise in the future) is never a bad thing in business.

Elaine Pasini,

Pickled Ginger,  

Legal Copywriter.

Welcome to Pickled Ginger, my small yet productive writing agency based in South East England covering Bucks, Berks and little old London.  I’m a copywriter, editor, proof reader and social media management geek. 

Elaine writes terms and conditions, cookie policies, privacy policies and GDPR policies for websites and hard copy (together with ts & cs for invoices).

Email elaine@pickled-ginger.com

for a FREE non-obligatory quote. www.pickled-ginger.com

7 reasons why you need an SEO COPYWRITER

7 reasons why you need an SEO COPYWRITER

Why should you outsource your content to an SEO copywriter? Time, Meta Data and Audience? Maybe the question should be why DON’T you outsource your copywriting? Accountants are there to help with your tax returns; Website Developers build your website; Virtual Assistants look after your admin so just because you can write doesn’t mean that you are being time and cost efficient by putting pen to paper yourself.

Here are 7 reasons why you might need a professional copywriter in your life…..

1. If you procrastinate when it comes to writing your web pages, newsletters or blogs

Is writing your thing? Do you struggle where to start? Do you find yourself doing anything else on your To Do list rather than start writing?! 

2. If you want to save time and money

…so you can focus on what you do best.  Be it client work or running your business – it’s your passion – so that’s where you excel and bring the money in.  Professional copywriters love semantics, together with researching your audience and how YOU want to come across.

3. If you would like a 3rd party perspective

As with No. 2 above, a great copywriter learns about you/your company/your services/products and most importantly, your target audience.  Sometimes you can be too close to identify gaps that need filling and words that express your offerings in a compelling manner.

4. If you’d like help with SEO-friendly writing

Search Engine Optimisation (SEO) …without good, regular content, Google won’t play.  Having a copywriter compose persuasive and engaging content will feed your on-page SEO, leading to lower bounce rates and higher activity.  All valuable copywriters have a great SEO off-page (eeek – something to do with “spiders” and “crawlers”) contact that has the analytical and scientific approach for extra hard-hitting marketing campaigns – again, as a reminder, to do this you will need well written, REGULAR content.

5. If you are rubbish with grammar, punctuation and spelling

First impressions count.  Your business needs to look professional from the outset so if you don’t know when to use:

Hanged  v  hung

principal  v  principle

their, they’re, there

always  v  all ways

an apostrophe in the correct place….

…….then I beg you…….PLEASE outsource your content requirements to a professional copywriter or at the very least please get someone to proofread your content!

6. If you’d like to stand out from your competitors

You want to be distinctive and offer your customer or client something unique that shines through with your brand’s personality. Copywriters can convey the tone, sentence structure, choice of words to blend in a punchy way with your chosen logo, colour scheme and font.

7. If you need help with engaging HEADLINES…

Do you know the importance of a headline?  80% of readers will ONLY read a headline….what does this mean?  They are already bored and won’t read further.  Copywriters use their knowledge and skill to craft a killer headline.  See below……or just contact me now!

5 Essential Helpful Headline Tips

  1.   Use numbers (and use “5” rather than “five”)
  2.   Use emotional adjectives
  3.   Be demonstrative with reasoning for your audience’s needs
  4.   Use what, why, how, or when
  5.   Make bold promises

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Elaine is a professional SEO copywriter, editor and proofreader who is passionate about content marketing.