One of the greatest problems with being original in present-day SEO is the fact that there are so many copywriters, digital marketers and SEO experts out there, which makes it incredibly hard to stand out. On the other hand, even with the numbers stacked against you, a surprising number of these self-proclaimed experts, don’t know the first thing about SEO or the informal rules of copywriting. With this in mind and without further ado, here are five tips that will help keep you well ahead of the competition in the months to come.
1. It’s all about Google
In order to protect users, Google has developed its algorithm as a shield between them and those who plan to spam them with irrelevant, low-quality content. Therefore, in order to be ‘allowed’ to speak to your audience in the first place, you need to structure your post properly. Conduct research on proper keywords, do some on-site SEO, be careful about your links and keep improving your content. Needless to say, all of these moves need to be adjusted according to pre-determined metrics, which come as a direct result of an extensive analysis of your rank and traffic.
2. Understand your own brand
The next step towards being original lies in having something new to offer to your target demographic. In order to do so, you need to take your idea at a face value and put it on hold while you do an extensive research on the rest of the industry. Once you compare what you have with what others have to offer, it is up to you to find out how to devise a fresh approach in an already saturated niche. The best way to do so is to look for places where your target demographic gathers. These are places like Reddit, Quora, as well as various other forums and social networks. Needless to say, it isn’t that uncommon to find out that your audience understands your brand better than you do.
3. Come up with compelling headlines
Making a compelling headline is incredibly important, seeing as how, if your headline is dull and drab, even the best content won’t stand a chance. On the other hand, try too hard and you might get accused of employing the click-bait method. Still, there are some ways in which you can get the results while staying on the safe side. For instance, adding a number to the title, using a great adjective and even employing call-to-action (CTA) words, can help you out quite a bit. Both positive and negative words can be used to emphasize the strength of your headline; however, their effectiveness depends on the industry.
1. Don’t worry just about the link
The obsession with technical aspects of copywriting like the link and keywords may seem sensible, yet, it can narrow down your field of view and put you in a bad spot. Your end goal is to create a situation in which your client’s business grows, which is why you need to think past the piece you are currently writing. In other words, you are not working towards building a quality link; you are working towards creating a more compelling brand. Therefore, you shouldn’t be afraid to combine online and offline marketing. Needless to say, this is particularly important when dealing with nonprofit marketing since, in this area, thinking outside-of-the-box matters even more.
2. It’s a marathon, not a sprint
Another thing you need to keep in mind is that the copywriting, like anything else, is a game you need to play for the long-term. You see, sometimes, the reputation of the host domain will matter far more than your topic or even your content. However, without a strong portfolio and a flawless publication history, you cannot expect to be allowed, let alone invited, to write a piece for one of these domains. Therefore, you always need to think three steps ahead and think about the way in which the piece you’re currently writing is contributing to your personal brand as a whole.
Finally, in order to make your copywriting efforts as efficient as possible, you need to keep in mind that you are writing for A) Google and B) your target demographic. Luckily, both of these groups want one and the same – user-friendlier content. This means a content that is well-written, unique and adds a certain value to its readers. As for the technical aspect of optimizing this content for both Google and your readership, the rules of the game are pretty straightforward and easily obtainable for all those that decide to follow this five-point list.
Lauren Wiseman is marketing specialist, contributor to bizzmarkblog.com and entrepreneur, currently based in Melbourne. She helps clients grow their personal and professional brands in fast-changing and demanding market environment, strongly believing in a holistic approach to business.