The Right Way to Write For SEO: Creating Copy that Ranks on Google Search
The Right Way to Write For SEO: Creating Copy that Ranks on Google Search
Today we cover some of the secret ingredients of ranking, and the strategies that we're using to drive real topical authority and organic inbound leads.
No matter who you are, the words you choose to convey your thoughts matter.
Whether it’s writing a compelling resume to get that dream job, an email that wins a large client or crafting messaging that converts website visitors into customers, using the right words can change your life.
While I write a lot about subjects that are important to me, it’s not often that I write about writing, something that I’ve been doing for most of my life.
In my twenties, I starting writing a blog after I built my first computer in 1995. It helped me land my first “real job” working for an internet start-up.
I was the young kid, in the presence of HTML coders, marketers and salespeople. It was there that I learned the art and science of copywriting, crafting words that move people to take action.
At the time, the internet was an alien concept to a lot of people, so potential customers needed to “envision” themselves doing business online to acquire new customers outside their brick and mortar stores.
I knew the internet was the future, and could potentially help these businesses generate millions of dollars, yet crafting the right message was still needed.
Copy and Your Unique Selling Proposition
Today, I’m convinced that when writing copy for a product, it falls flat unless you’re passionate about the product you’re writing about.
To be passionate about your product, you must believe in the product. To believe in the product, you need to know how it provides value to the people using it.
This is a challenge for those without real world experience. So, it might require you to step out of your comfort zone, by using the product, and meeting with prospective customers, to understand your unique selling proposition (USP).
There’s really no way to effectively position a brand that can’t explain why someone should buy their products over competitors.
→ For example our USP is:
Our customer facing experience in security and technology allows us to create go-to-market programs that drive maximum impact for our clients.
It’s simple, but demonstrates why our target market should consider us over others.
What Prevents Organic Ranking?
In order to rank organically, your content needs to keep readers engaged and on the page, below are just a few reasons that prevent a website from ranking.
Content is keyword salad nonsense.
Search intent mismatch.
Zero topic authority.
Content is too short or too long.
Frequency of posting content.
Volume of overall content.
Lack of proper linking.
AI copy and paste content.
No Call to Action.
Mostly company updates.
These are all very common issues that require an overall SEO strategy. While the structure of your website, speed and overall authority are often talked about by SEO experts, the biggest contributor to ranking boils down to writing good copy.
Copy That Drives Organic Search
Unlike Pay-Per-Click (PPC) ad traffic that requires an ongoing investment to maintain visibility, organically ranked content can generate free traffic longterm.
Who doesn’t prefer free traffic?
As an example, we recently modified our own SEO strategy to include “inside sales outsourcing”, since the primary role of an inside salesperson encompasses the specialized inside roles of sales development representatives, business development representatives and channel development representatives.
Here’s where wavereps.com ranks today.
In order to organically rank in search, you’ll need to write new copy that’s enjoyable to read on the topic you want to rank for.
Contact me here if you need copywriting assistance for your company.
What Makes Copy Great?
When it comes to creating copy that engages and motivates your reader, it’s important to write from your customers perspective. This is why I’m obsessed on customer centric go-to-market strategies that build relationships.
This McDonalds advertisement successfully connects satisfying their customers hunger, while keeping them rested and safe on a long drive. Ineffective copy aims at selling the customer “buy our hamburgers and fries for $4.99”, versus establishing a connection with them.
Everything is Writing
When most people think of copy, they assume advertisements, but it encompasses everything that we read, here are some examples.
Video Scripts: Creating engaging videos starts with writing a good script that makes an impact on the intended audience.
Website Copy: Content needs more than relevant keywords to rank, it requires copy that informs and guides visitors to an intended outcome.
Newsletters: Delivering value to your prospective customers.
Articles: Copy that not only delivers value, but incorporates the right elements for search, so your intended audience can find you.
Social Media Marketing: Good copy needs to show how your solutions are relevant to your target audience, while fostering positive brand interactions.
Customer Testimonials and Case Studies: Your best content needs to be well written so that your success stories build trust and credibility with potential leads.
Paid Ads: Copy that converts casual readers into leads.
You can read more about SEO here.
Check out this article that details the advantages of inbound marketing and the various strategies needed for SEO.
Next time, I’ll break down on-page versus off-page to demonstrate how your SEO strategy goes well beyond just your website, it touches anything that drives traffic.
Need help with SEO, and copywriting? You can reach me here.