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!

.

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

%

Elaine is a professional SEO 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 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.