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 

 

 

 

 

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

The relationship between Content Marketing and Business Development

The relationship between Content Marketing and Business Development

Why Content Marketing and Business Development complement each other

The word of the day at my networking meeting this morning was “marriage” and from Pickled-Ginger’s point of view, I wanted to talk about the relationship between content marketing and business development, which is rather a heavenly one for lead generation.

“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Joe Pulizzi, Content Marketing Institute

Without content marketing your business development will struggle. WITH content marketing you already have effective business development!

When I tell people I’m a copywriter and marketer, they might imagine it’s storytelling without substance, however my content is more of a strategic marriage between business development and marketing.

Content is Key

Content is Key

One of the quickest ways to reach an audience is through words.  What are you trying to achieve with your businesses (apart from profits)?  It’s either to add value to a client’s business or to solve a problem they might have.

Without a marketing strategy involving content then your business development will be asking for a divorce.

When I write copy for websites, newsletters, blogs and social media – I research effective key words for Google algorithms, together with researching the client’s target audience as well as getting the correct feel for my client’s business – no off the shelf wedding here.

So for those of you who’d like more brand awareness and therefore more leads I suggest you and I get engaged leading to an advantageous business marriage and in 9 months we’ll see healthy, bouncing profits.

Contact Elaine for further information and receive a free content marketing audit.

Why content & SEO Marketing with Intent will convert your leads

Why content & SEO Marketing with Intent will convert your leads

The power of marketing with intent  (content + SEO) 

There’s a great quote from Paul Wright of Iotec saying “Good intent marketing provides the mechanism to ensure a message reaches the widest number of individuals for whom it will most likely resonate”.  Marketers are coming up with different types of content to grab their clients’ audiences attention.  Brands and professionals want added value, problem solving and research with intent….content marketing has become the secret advantage in a successful marketing strategy.  By using content and SEO as a marketing collaborative, engagement and conversions are harmonious.

 “User intent is the goal someone has in mind when typing a query into Google.”

Neil Patel, New York Times best selling author

Here are a few of my top tips for intent marketing campaigns:

Research  If you want to reach potential clients/customers – then well researched content is so important.  You could be writing a new website, or sending newsletters out, or writing blogs or using social media – each will require their own research and key words.  Websites will require good SEO content written into the pages whereas newsletters will need to be punchy with headlines as hooks.  It is the intent behind the researched keyword that measures the competition.

Online search for user intent – this helps identify your audience and therefore your content & SEO.  Here are the 3 types:

  • Transactional  wants to buy something
  • Navigational   seeks for a specific resource
  • Informational  wants information on a subject or seeks answers to their questions

Keywords  There is so much data being shared online every minute of every day – these statistics from one of Domo’s reports shows the enormity of it:

  • 684,478 pieces of content are shared on Facebook
  • 2,000,000 search queries are made on Google
  • 48 hours of video are uploaded to YouTube

Google’s Adwords Fourth Edition, reports that “Google gets searched six billion times every day.  That’s 70,000 search every second.

It can be daunting to know where to start with writing engaging and responsive content to reach people who would most appreciate it. Keywords – that’s your answer.  Are you answering a specific question? Are you helping with a query? Be specific – are you selling a product or service? Drill down more – I, for example, come up on the first page (under recruitment boards!) for Content Marketing and Copywriting in Marlow.   Pickled Ginger key word search

Provide content for, and traffic to, your website  Newsletter content can be re-used as content on your website or blog, generating additional traffic from search engines and social media.  Social media is perfect for either re-tweeting a blog several times or used on LinkedIn as a guide for groups within this medium.

Crafted Content There’s no point harvesting content and spewing it out as the reader will switch off if not targeted for their needs. If you don’t know where to start, perhaps use a testimonial and turn it into a story for a blog and use keywords to engage.  You need to understand your audience’s need so that you can craft specific content – this takes a little time, but I personally really enjoy getting to know my clients and their audiences so that my writing forms a background understanding and subliminal relationship.

Elaine Pasini at Pickled Ginger for all your website & newsletter content, design and social media scheduling.  If you’d like to have an informal and free chat about any of the services Pickled Ginger provides, please don’t hesitate to email or call me 07775 438 538.

Why monthly newsletters are an important marketing tool

Why monthly newsletters are an important marketing tool

How to multiply your profits by generating leads through the power of the NEWSLETTER !!!

The 60 second elevator pitch at a recent Hub of Excellence I attended, had the specification of using the word MULTIPLY.  Different themes for different weeks – keeps the pitches more engaging and fun.

The word “multiply” is, of course, from the Latin word multus, meaning “multi” + plex. Plex translates to “plek” in Indo-European which in turns translates to plait.  Yes, I had my hair in a plait at the event, to demonstrate I had taken this spec seriously…..

I’d like to explain how to multiply your number of leads through simple marketing techniques.

Investing in an effective newsletter for your website will automatically multiply your profits as good SEO content reaches new audiences and Google searches will pick up key words. By entrusting me to write targeted, researched and punchy content for your monthly newsletters – which I would design, deliver and analyse – you will be able to generate returns on your investment.

Here are some top tips as to why a monthly newsletter can multiply happiness for your bank balance.  If you don’t already have a monthly newsletter rolling out, here’s why you should….

Brand awareness  Want prospects to know who you are and what you do?  Want existing clients to remember why they use you and why they should carry on using you?  You may well have a website built with SEO in mind (which is great) but you only have a few seconds to capture the attention of a visitor on your landing page before they are gone forever so ensure you keep your name out there!  Brand awareness is a vital part of any business because without business development and marketing you are resting on your laurels.  Newsletters are such a great way to remind people what you do and why they should use you (or as a reminder as to why they are already using you).

Positioning your brand against your competitors  Researching your market and industry to gain a good understanding as to why prospects should use you and then ensure this USP is enhanced with your web presence and within each newsletter.  Newsletters are an extremely effective tool to enable you to stand out from the crowd.

Gain more business from existing clients and cross referrals  Clients want to know about all your services and make informed choices that way – newsletters show them how they can benefit from those services, without being too “salesy”.

Inform & educate prospects  What is it about newsletters you like and read from other companies?  The information on offer?  Valuable insights?  Updates within the industry?  Discounts?  All of these answers allow you to make decisions about either buying from them or using them as a service.  Newsletters are a source of information as well as a way of you demonstrating your expertise – a prospective client or customer will feel more engaged with you and your business, so that when the time comes for them to require you – they feel like they already know and trust you.

To get repeat business from former clients  People who used your services or bought your products once will purchase again–when they’re ready. A newsletter is a great way to stay in touch with them until they are.  This one is back to brand awareness and keeping your name “out there”.

Provide content for, and traffic to, your website  Newsletter content can be re-used as content on your website or blog, generating additional traffic from search engines and social media.  Social media is perfect for either re-tweeting a blog several times or used on LinkedIn as a guide for groups within this medium.

To generate referrals  An informative, strong, punchy and visually aesthetic newsletter will be shared with an average of 3 other people, even more online. If you have a larger business, it may go to just one person and they should ensure everyone in the business is circulated a copy.  If your newsletter is used as a hyperlink on social media – the “reaches” can be exceptional.

To build your CRM database Offer visitors to your website a subscription to your newsletter in return for providing their email (and other contact information).  Just make sure you receive their CONSENT for GDPR.

Establish knowledge and credibility  With well researched and powerful content in your newsletter, this will give prospects, publishers and referral sources a trusted insight into your business and how you can solve their problems or add value to their business.

Add value to your services Some businesses send out 2 newsletters per month –  the first is free but has external agencies paying for space to advertise (a revenue winner) and the second could be subscribed and paid for with more detailed analysis and ebooks – together with discounts and extra services such as an online helpdesk.

Pickled Ginger for all your website & newsletter content, design and social media scheduling.  If you’d like to have an informal and free chat about any of the services Pickled Ginger provides, please don’t hesitate to email or call me 07775 438 538.

Want some tips for a successful email marketing campaign?..

Want some tips for a successful email marketing campaign?..

If that’s a YES – then go on, grab a cuppa and take 5 to read our top tips for a successful email marketing campaign aimed at lead generation.

Time.  Never enough is there?  Which is why I’ll keep this brief yet succinct!  Are you reading this from a mobile, desktop or tablet?  The UK is full of multiplatform users which is why content requires adapting to ensure each can be read with the same initial format.

I’ve got some interesting statistics to hand if you’d like to know more about which platform we tend to use at specific times of day and how this can help with your social media marketing.  Email or call me 07775 438 538 if you’d like those details – happy to share.

CONTENT

Many of my clients and friends say they have sleepless nights and endless daytime hours worrying about where to start with content for their email marketing campaign.  Sound familiar? Why not outsource? Getting under the skin of the business, its people and its target audience to ensure the content is relevant (along with competitor and SEO research) is what I offer. It might be the best, stress-free investment you’ve ever made and surprisingly affordable. You don’t know if you don’t enquire….!

What information can you offer the recipient? We want to learn something or hear updates on industry news. We want to be engaged!  Use Google (the most used search engine) to search words to aid your SEO and never plagiarize!

LAYOUT

Ah, back to the question of what device are you reading this on?  Keep it….VERTICAL [icon icon=”angle-down”]

Use a simple web-safe standard FONT (such as Arial, Verdana or Times Roman) and try not to use italics in the body as it’s quite tricky to read on small screens.  You want the recipient to be able to read your email easily to keep them engaged.

Headings – use bold and play with colour. It draws the eye and refreshes the brain.  People who skim-read often miss the message.  It can help when having numbers used in content as a figure – it keeps the brain hooked (e.g. 3 instead of “three”).

Too many images can trigger the “spam” filter.  Don’t use an image that makes no sense without text (and vice-versa) – if someone doesn’t download the image, the text might seem absurd!

CALL TO ACTION

Ensure phone numbers, email address, subscription pages and event bookings etc have easy CALL TO ACTION buttons.  Really helps with lead generation.  This is something we would ensure we add to all your newsletters, blogs or content.  CONTACT ELAINE HERE! ….yep, that’s a Call to Action button.

PROOF READING

It can be tricky to pick up on your own mistakes, so ask another colleague or friend, to proof read the content. If outsourcing your content, proof reading will be part of the package and even if you do your own content, we are always at hand to edit and proof read too. Email for more information.

TEST EMAIL

You don’t want any surprises….or indeed, to find out that your emails don’t work at all.  I often use software such as Mailchimp for my clients.  Affordable, easy to use with beneficial analytics to enable understanding as to who opens what and who unsubscribes etc.  Mailchimp prompts you to send a test email first; this is like your first draft, which you can build upon.

GDPR & UNSUBSCRIBING

The Data Protection Rules were put in place to protect our privacy as the consumer.  There is so much hype surrounding the new rules (General Data Protection Regulations) and businesses are making good money out of training surrounding GDPR;  no bad thing if you require evidencing the dos and don’ts, however I would urge you to look at the ICO’s website for updates and free checklists.  You can access the ICO’s website here.

The main thing to understand for your database and CRM when email marketing is that you have the correct information surrounding CONSENT  e.g. make it easy to unsubscribe to a newsletter, use opt in rather than opt out etc.


 

THANKS FOR READING. Feel free to SHARE and/or EMAIL me if you’d like more information on Content Marketing, Copywriting, CRM or Social Media Campaigns.

Pickled Ginger