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.
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!

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7 reasons why you need a COPYWRITER

7 reasons why you need a COPYWRITER

Why should you outsource your copywriting? 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 copywriter, editor and proofreader who is passionate about content marketing.

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.