1. SEO Copywriting
Optimizing your pages with
the right keywords,
images,
clarity,
readability,
scan-ability,
and getting the reader to take action.
2. SEO Content Creation
Optimizing your outreach by designing consistent strategies and messaging between your:
web pages,
social media,
chat,
online customer service,
FAQ page,
and any other content, online or not.
A writer should create the documents you desire. They should follow YOUR SEO content creation plan.
Sure, I'm referring to blogs, articles and pages for your website. But I'm also referring to any marketing document your company publishes.No matter the company document, you want to present a consistent marketing message. Avoid having conflicting messages by creating a Relevant Content Master Plan (a single document that creates a central marketing message library).
This master plan houses all of your marketing messages you can use for any web page, white paper, blog, case study, email autoresponder series, etc.You'll have all your marketing messages at your fingertips: keywords, facts, testimonies, tag lines, value statements, your Unique Selling Proposition, anticipated objections – and much, much more.
This is not just a whiz-bang, nice-thing-to-have. It means more than that.
This will show consistency to those who have eyes on your company. It'll rocket your audience participation, revenue, E-A-T score with Google, (more on E-A-T below ...) and show those on the fence that you have very serious intentions.
You can then say to your audience, "Come on in, the water's MORE than fine!"
Hire a copywriter who'll write your documents with YOUR plan in mind. Hire a copywriter that's ready to write using your voice, and ready to use your messages.
Not theirs.
3. SEO Back-end Adjustments
Behind the scenes optimization, such as
meta descriptions,
registering with Google Analytics,
engaging in site statistics,
registering XML site maps,
registering pages with the search engines,
advanced Schema control,
Robots.txt generation ...
... and more. These are the traditional areas you've thought about when you heard the term 'SEO'. These are the technical, behind-the-scenes adjustments. They're like taking a wrench to your car to make sure you win the race.
... but you can make all the mechanical adjustments and not follow the right course. You can end up going nowhere, fast.
Unlike the first two areas of SEO, your audience doesn't directly see the results. For example, when you or a writer create keywords and key phrases, the search robots note these. This, and other factors, create the search engine ranking for those keywords and phrases.
There's value in understanding the keywords that are best for your site. Use keywords which portray your Unique Selling Proposition, and not just 'any' keywords.
When you use keywords that are more specific to your USP, you'll draw more of your specific crowd. Using something like "yellow apples" is a better phrase than using only "apples".
A copywriter can help you solidify your USP. They can make sure your list is appropriate and on-target for your audience. Hire a copywriter who knows the power of keyword usage. Have them use YOUR keywords, if you have a plan.
Hire a copywriter that understands how to perform back-end technical tasks so your communication to the search engines are complete.
SEO is an integral part of Content Marketing. Not separate from.
The back-end technical adjustments will continue to become less and less of a chore as technology progresses.
All three areas are critical for connecting with your audience. They're an inseparable trio.
If you address only a single one of these three:
Your efforts will be a clanging bell that's not heard. All three sing together to the tune of Expertise, Authority, and Trust.
Expertise, Authority, and Trust
SEO is a tool that helps you connect with your audience. The larger metric of how well these three SEO areas are doing is Expertise, Authority, and Trust.
E-A-T is a criteria that Google invented to evaluate and score websites. It reports how a website shows its expertise in the subject.
It finds the authority shown by social signals (web page traffic, social media buzz, and reports on reputation) and the trust factor the website ultimately generates.
Google also evaluates the owners of the company and website. It finds how helpful the Homepage, About and Customer Service pages actually are.
The more you're seen giving away free, valuable content ... the more subject expertise you show ... the better you connect with your audience ...
The better visibility Google wants to give to your website.
So you see, Google is actually in the business of supporting your effort to connect with your target audience. It's in their best interest.
Creating relationships with your audience is the best way to signal Google that you mean business.
They reward you with better search results page rankings. Your reward isn't because of back-end SEO tweaks but because of all your concerted SEO efforts.
Your ranking rewards don't come only as a keyword usage strategy: it's a combination of you showing your audience and Google your Expertise, Authority, and Trust.
These signals to your audience and to Google continue to spiral upward towards your inevitable success.
It's a true win-win.
Your preparation is everything
Today, Search Optimization is like preparing to fire an arrow. Before you draw a bow:
- Get in the proper stance by aligning your feet and body,
- you grip the bow,
- nocking the arrow and positioning your release aid.
Only now are you ready to draw the bow!
Now you're ready to create the right content. And release that content arrow aimed true toward your target audience.
Search Optimization makes this possible.
After you've made your marketing plan, hire a copywriter to create content that knows SEO. Question their knowledge on these three levels so you'll know their capabilities.
If you have ideas for a website, but you're not exactly sure which way to go, hire a copywriter that can give you a Site Architecture report.
The report should include a skeleton of each page of the site, with recommendations on structure according to your original ideas.
If you currently have a website, and would like input on its effectiveness, hire a copywriter that will give you a Website Content Analysis report.
This report will include a 35-point checklist with recommendations on page structure and any content upgrade suggestions.
No matter if your business is B2C (Business-to-consumer) or B2B (Business-to-Business), you're always concerned with B2P (Business-to-People).
Your turn
The SEO of today is much more than site adjustments. What ideas do you have to optimize your web content? Tell me below.
Next up in the Wire Harness Copywriting cornerstone content series: 7 Secrets of Online Marketing Strategy
Please share this post with your colleagues
Steve Cass
Steve Cass is an AWAI-trained B2B copywriter specializing in wire harness industry marketing.
Read more on Steve at the About page.
<p> </p>
x
Behramand Noman
admin
Paul Whetten
Steve Cass