Sometimes, your seo copywriter looks like an online estate agent. You want them to secure you a good spot, high up in the rankings, close enough to your competitors to pinch a slice of their passing trade. As you see it, the seo writer’s job is to get your content in front of lots of the right people.
Most seo writers will start by buttering up pages with keywords, meta tags and links, all designed to tempt Google. And, of course, that can work. According to this case study, one online publisher got a 450% increase in traffic from seo copywriting alone.
But, once you’ve achieved your traffic boost and there are lots of new readers milling around your site, how do you get them to stay? Come back? Bring their friends? Add comments and Facebook likes? Even the most prominent spot on Oxford Street can’t guarantee happy, loyal customers.
If readers don’t find engaging, scannable, creditable content once they reach your page, it’s probably not ready for seo in the first place. So how do you both attract new readers and keep them coming back?
- Make sure your content delivers real editorial value. If your page isn’t number 1 for its primary keyword, ask yourself: Is it the best page for that keyword on the web? If not, then Google is doing its job! What can you do to your content to make it worthy of the top spot?
- Make your pages more usable. There are lots of ways to make your copy easier to navigate too – shorten sentences so they’re easier to read, signpost your page with subheadings and use bullets and bold to make key points easily digestible. The easier it is for people to move round your content, the more of it they will process and the more likely they will be to engage with it.
- Do your research. It’s easy to see what people are searching for, using free tools such as Google’s AdWords tool. Look for the niches and long tails. And a key way to stop new readers bouncing off your page is to make sure that the content they find matches what they expected when they entered the search term.
- Keep up the flow. To keep up a regular flow of engaging, relevant content, do some content marketing planning. Identify subject matter experts, brainstorm ideas, and build an editorial calendar that realistically maps your content delivery schedule to channels and resources.
- Look beyond rankings. Making deeper improvements, like creating and implementing a consistent, on-brand tone of voice, can be a long-term project – but offer even bigger rewards than generating hits, such as fostering an emotional bond with your customer base.And, in turn, the more kudos from real people your content gets, the stronger response you’ll see in your analytics. In fact, according to this searchmetrics white paper, Facebook shares were the biggest factor in UK rankings during 2012.A good ranking alongside usable, interesting content can mean a low bounce rate, lots of retained traffic and, ultimately, a significant effect on your bottom line.