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14 SEO Copywriting Tips to Impress Both Search Engines and Readers

Image from Elegant Themes Posted on March 8, 2017 by Nick Schäferhoff in Tips & Tricks

14 SEO Copywriting Tips to Impress Both Search Engines and Readers

Elegant Themes Posted on March 8, 2017 by in Tips & Tricks

SEO copywriting is an essential skill for anyone who wants to be successful online. It is the art and science of creating content that is loved by readers and search engines alike. Doing so is the key to rank high and convert well.

SEO copywriting is a relatively new field. In former times you were either an SEO specialist or copywriter. It’s only in recent years that SEO has gotten less technical and the importance of quality writing has gone up.

If you haven’t really dealt with this topic yet, don’t worry. Our SEO copywriting tips below will teach you all you need to know to get started. You will learn exactly what we understand under SEO copywriting and how you can start using it on your WordPress website.

Ready? Then let’s get going.

What is SEO Copywriting?

When trying to understand SEO copywriting, it helps to examine the two parts the word is made up of.

SEO, naturally, stands for search engine optimization. It is the method of optimizing your site and content to achieve high rankings in search engines.

Copywriting, on the other hand, is about the human side. A copywriter tries to find the right words and sentences to get visitors and readers to take a desired action. For that reason, to be an effective copywriter, you need to understand human psychology and have a keen insight into the audience you are writing for.

SEO copywriting combines these two disciplines in order to create compelling content that targets both search keywords and the hearts and minds of human readers. In order to do so, the discipline touches up the following elements:

  • Technical SEO — That means all technical aspects of search engine optimization. Includes proper markup, fast loading times and mobile friendliness.
  • Audience and keyword research — The bread and butter of SEOs. Finding out what people type into search engines, their intent and what else there is to know about them.
  • Content creation — Taking the knowledge gathered in the step before and turning it into high-quality, relevant, compelling content that readers will love.
  • On-page optimization — Putting the finishing touches to content to make sure search engines can understand what it’s about.

Clear so far? Then let’s see how to put this into practice. We will mostly concentrate on everything that deals with content creation as technical SEO is really the job of your theme (e.g. the Divi theme).

Read more….
Precisely.

Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with

 

 

10 Types of Social Media Posts That Drive Engagement

10 Types of Social Media Posts That Drive Engagement – and leads!

Posted by Michael Auer

Jan 20, 2017 8:30:30 AM

If generating leads is the primary objective of social media marketing, engagement is the driving force behind doing so.  Each post represents an opportunity to drive visitors to your website and open the lines of communication.  Every click, follow, like or share is essentially the beginning of a conversation, whether it be by direct means or through information sharing.  Since acquiring quality contact information can be expensive and risky depending upon your source, social channels offer an opportunity to communicate directly with the people who have shown interest in your company.  Social media posts come in many shapes and forms and a diverse selection will provide a dynamic environment for thought leadership.  Think of your social pages as individual websites built to educate and entertain your target audience.  Each site serves a different purpose and the type of content will vary but your message should remain the same.

Company Blog

Company Blogs are best suited for LinkedIn, Facebook and Twitter.  If distributed properly they can serve as a key source of lead generation.  Sharing your posts to relevant discussion groups will open up conversations about the solutions that you provide.  Pose questions along with your attached blog to invite people to interact with your post.

Infographics

Infographics are a great way to communicate analytical data in a more aesthetic form.  Charts, graphs and time lines are much more appealing and help you to highlight meaningful statistics.

Memes

Memes are some of the most shared pieces of content and many have become iconic pieces of the online world.  It’s not to say that posting a humorous meme will make you an internet sensation, but a quality piece can help you stand out from your competitors and get noticed.  It’s important to know your audience and ensure you represent your company in a positive light.

Video

Video has become essential for online success and it gives you the ability to display the human side of your company.  There are several types of videos you can post including company overviews, client interviews and education pieces.  While videos are featured on YouTube, they are well suited for nearly every social channel.

Unpolished Content

Unpolished content consists of posts that are spontaneous and speak to a certain event or occurrence.  Although not as highly edited these posts allow you to take advantage of the newest trends and hot topics.  These types of posts can include comments about an experience at a tradeshow, an ongoing sporting event or a charitable function.  These types of posts will work best on Instagram, SnapChat and Twitter as the shelf life of posts on these platforms is relatively short.

Surveys

Surveys encourage visitors to share their opinions and can provide you with valuable information about your target market.  They should be short and easy to complete.  Be sure to communicate the results and provide something of value to the participants.

Contests

Contests are a fun way to increase and engage your audience.  Those that may have been reluctant to download your content may be persuaded to share their contact information in exchange for a prize.  Depending on your industry this could include a new product or free service.  This will also give you the opportunity to show off the quality and reliability of your company.

Redirects

Redirects are posts that are created to promote the different platforms where your content is available.  When someone follows you it’s a good idea to send them a message that thanks them and provides a link to your website, alternate social pages or content.  When someone comments on a post, include links that help to further the conversation.

News Releases

News releases that highlight strategic partnerships, new clients and charitable contributions help your online reputation and can bring attention to a worthy cause.  Showing the human side of your company will help you develop trust with your prospects thus encouraging further engagement.

Social media is a an integral part of any inbound marketing strategy.  Click below to download our Free eBook “Are You Playing With A Full Deck: 52 Tips To Improve Your Inbound Marketing Strategy”.

Read the full article here.

Precisely.

Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with

 

 

This is how to configure your company website for 2017

I thought this was a pretty good summary posted by Mungo Park.  You can see the full article here as well.

 

How_to_configure_your_website_for_2017.png

There are a variety of technologies and techniques you can use to get your website to work harder for you. Structuring your site correctly helps you capture data and followers, produce enquiries, increase your influence and generate revenue.

If you are creating a new website or if you want to improve your current one, here are a few things to consider to optimise digital performance.


Framework

Digital Strategy – Businesses are increasingly ‘going digital’ and this requires a digital strategy that is aligned with your business strategy. Stop thinking about your website as a shop window and consider it as more of a central platform for communications, marketing and sales.

Social Media – Running a successful digital strategy requires an effective social media presence. Social media is the backbone that drives digital performance.

Search – SEO or SEM should be by-products of good content creation and deployment. Put a solid plan in place to make sure the whole business is operating from the same set of rules. Good search strategies require a content-led approach, on-site optimisation and effective distribution.

Domains and Microsites – If you have multiple sites across different businesses or divisions, you’ll need to audit how they are structured and interlinked. Companies often have multiple sites that end up competing with each other and diluting overall performance.

Inbound – “Inbound marketing” is becoming a digital configuration standard for all industries. Whether you sell products online or use communications and marketing to improve your authority, reputation and expand your network – the roadmap to adopting a truly inbound methodology will transform the way you think about digital strategy for your business. We use HubSpot and are an official HubSpot partner.

On-site Optimisation

UX – Define the user journey you would like people to take through your site. If you have multiple persona types (customer, investor, partner, media) then create separate journeys for each user to reach their relevant “destination of interest”.

Responsive – Ensure the user experience works well on all devices.

Alerts – Set up systems to notify the right people of key events.

Social Media Accounts – Clearly present all social media accounts where you have a presence. This includes auto-follow buttons for Twitter and LinkedIn. Present YouTube, Google+ and other accounts too, where relevant.

Marketing and Communications

Email Marketing – Staying in touch with your relevant personas can be an important part of your communications. It also brings people back to your website creating an important cycle which boosts the performance of your site and rankings which then attracts more people to your site organically.

Marketing Automation – Ensure the correct systems are in place to automatically respond to generic enquiries and reduce human interaction for initial enquiries, new follows and entry level contacts where possible.

Video – Video is the most effective medium for communications and marketing online. It generates more clicks, likes, shares and gets people to spend more time on your website, which in turn improves your Google ranking, which then boosts search. It is also more likely to generate an emotive response and be remembered. This is a virtuous circle for any digital strategy.

Verifications – Your website will need to be verified in order to provide a richer experience on many social networks. Twitter requires website verification to provide access to Twitter card. Verify with YouTube for cards that can link back to your site. Google requires you to verify site ownership so it can crawl your site and apps perfectly. Google My Business has postcard verification for all services including Google Maps and Google+.

Metadata and Structured Data – It is important to clearly present all of your content to search engines. Use metadata to specify page descriptions, keywords, document authors, dates modified, and other information. This information can be used by browser, search engines and on social media to simplify how information about your site is read and presented.

Mentions – Set up systems to monitor when your company is mentioned externally to your site or when new links to your site are established.

Data Capture

IP Tracking – Capture as much information as possible from your daily traffic. IP tracking will give you insights into the names of businesses that visit your site and the pages they have visited.

CTAs, Forms and Landing Pages – Alongside your user journey, there should be a series of CTAs (Calls to action), landing pages and forms to get people to sign up – this should be for all aspects of the business including investor relations, newsletter, communications, marketing, partnerships, HR.

Conversion Pixels – You can install pixels or tracking codes to connect your social accounts to your website and collect data from visitors. Twitter, Facebook and Google all have tools that you can use to help collect data (NB LinkedIn does not). This helps you build a relevant audience based on visitors to your site which can be used for remarketing. Tracking codes from content syndication sites like Taboola and Revcontent can also be installed.

Ranking and Analytics – Measure performance and benchmark your results. Using systems like MOZ, Alexa, SEM Rush and Google Analytics can help set the standard for your website performance and rank how pages are performing. Here are a few examples of things you should be tracking and trying to improve:

  • Website visits
  • Organic traffic
  • Mentions
  • Bounce rate
  • Keyword rankings
  • Conversions (i.e. for enquiries, email subscriptions, social interactions and followers)

Final Note…

GDPR – General Data Protection Regulation will be coming into force on 25th May 2018. While the date is still reasonably far away it is important for companies to start thinking in advance about how they can be compliant. GDPR regulates how and why companies capture, store and use personal data and will affect most companies. Start mapping out what you are doing with the data acquired through your site from a legal and IT perspective which will need to be clearly documented and easily presented when called upon to do so.

Hope you found it as good a summary as I did.

Precisely.

Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with

 

 

What makes Great Copy?

Copywriting is the practice of writing copy for the purpose of selling or marketing a product, business, or idea. “Copy” is the word used for any written or verbal set of words used to sell something.

Great copy is more than just a sales pitch. It might tell a story such as the way the product came about, or it may describe the author’s own experience with the product.  Skilled copywriters will try to find a unique angle that their readers will relate to and weave this into their sales writing.

First-rate copy pushes the heart.

By discovering something that consumers can relate to, copywriters are able to appeal to their readers’ emotions. Research shows that people buy first with their emotions and then look for a rational reason or justification for their purchase later. High-quality copy spells out the benefits of a product to prevent the customer from having to think for themselves. Great copy overcomes the consumer’s objections before they surface.

First-rate copy is informal and conversational.

When you start copywriting you can forget a lot of that grammar you learned in school. To engage your reader they need to feel you are actually talking to them, and so you should write in the same style as you speak.  Here are some thoughts that your English teacher might not have agreed with:

  • Use fragmented sentences if they create impact
  • Use acceptable slang if it is suitable (no inappropriate words)
  • Use hyphens and character separators
  • Use variable fonts and colors
  • Use short punchy words rather than long complex ones
  • Explain your meaning in simple terms rather than using clever word plays or understated clues

On the other hand, don’t get too comfortable or your writing will lose credibility:

  • Don’t overdo punctuation…exclamation marks lose their impact if used too often
  • Check your work for typos, these are unprofessional and reflect poorly
  • Don’t use too many capital letters, this is seen as shouting in cyberspace

The length of good copy needs to be appropriate for the product

There are advantages to both long and short copy. How do you decide? The simple test is to always make sure your text is long enough for the value of the product you are selling. A more expensive product typically will require longer copy.  Just like you, customers will take longer to decide whether to buy. You don’t want your readers to reach the end of the page when they are still undecided about whether to buy.

Advantages of long copy are:

  • Long copy with bolded or emphasized points can allow some of your visitors to skim, while others more interested in specifics can find all the information they want. In this sense, long copy gives visitors more options.
  • Information-based products often benefit from longer copy. This will grant you ample opportunity to show your potential customers the QUALITY of your information.
  • More information makes your customers feel comfortable about their purchase.  Your visitors will have most of their questions answered and will have less anxiety about ordering from you.
  • Giving your customers the facts upfront may reduce your customer service work.
  • Long (and interesting) keyword-rich copy often performs well in natural search engines…there are more opportunities for search engine optimization and including keywords.

Some might say that there is no such thing as long copy only boring copy.

Advantages of short copy are:

  • You get your message across before your customer loses interest
  • Your web pages are neater and more compact
  • You avoid repetition and the appearance of a hyped sales pitch. Of course, it’s certainly possible that carefully designed long-copy pages can avoid this perception as well.)

In the end the quality of your copy is more vital than the length. You can incorporate links in short copywriting to provide more information to customers that want it, or you can emphasize key phrases in long copy for visitors that don’t want to read the whole page.

The Best Copy

If you weren’t in honors English, or you have never written anything longer than a text message, writing sales copy for your new product can be very intimidating. With the number of freelance copywriters advertising their services on the web, it can be tempting to outsource this task, but there are many reasons why you are the best person for the job.

  • It’s Your business and you know your business and your product better than any out-sourced writer.
  • You know the personality of your target audience, and what your clients or potential consumers will want to know about your product.
  • You are sincerely passionate about your product and this will stand out through your writing.
  • Relationships are typically consistent. You will want to build up a relationship with your customers and this is easier if they are familiar with your ‘voice’, instead of the many or different voices of freelance writers.

Certainly you can pay a writer to produce your copy if you are really laboring to do it yourself. This might be expensive, although there are inexpensive alternatives. Notwithstanding, you can use the time you would have used writing to focus on other areas of your business. If you do use a copywriter, there are a couple of things to keep in mind.

  • Provide them as much information as possible about your product and market.
  • Request that they test your product if at all possible.
  • If you have written anything before, give them an example of your ‘voice’ to imitate.  If not work with them initially so they can get a feel of what your tone and style might be.
  • Before you post the copy ensure there is nothing in it you wouldn’t say yourself.

Get Started

Start to accumulate landing pages, sales letters and other copy that catches your attention and feels like you. Place the items in a folder or save them electronically. This is called a swipe file and it will come in handy when you write some of your own copy!

Precisely.

Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with

 

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16 Online Marketing Trends to Watch for in 2016

16 Online Marketing Trends to Watch for in 2016

Author Eleanor Innis– Eleanor is a writer and editor for Shutterstock’s content marketing team.

The holidays are wrapped up and the new year is just beginning, meaning focus in your marketing department has likely shifted from cookie-baking contests back to online user cookie tracking. Over the past 12 months, we saw many of the predicted trends from 2015 come to life in brand campaigns and marketing activities around the web. Prep yourself for this year’s changes with these 16 trends that will shape the digital marketing scene in 2016.

1. Branded Video Makes a Long Play

movie theater stock vector
movie theater – film strip by igor kisselev

Over the past few years a move to social media has caused some brands to shorten video assets into lightweight chunks that can be viewed in a tween-sized attention span. However, it’s already becoming clear that brands that invest in extended-length videos, or even short films, enjoy added rewards for the extra production value. Moët & Chandon, JetBlue, Johnnie Walker, Canada Goose, American Girl, and Lagavulin all released long-form video content in Q4 of last year, aiming to provide audiences with quality content that could captivate even fickle online viewers.

2. Visual Assets Drive E-Commerce

The fact that strong visuals are a prerequisite to driving meaningful engagement online is almost undisputed at this point. But as 2016 unfolds, we’ll see how visual assets contribute to more than just engagement and actually support online purchases. A study by visual commerce platform Curalate showed that 77% of marketers feel pressure to prove an ROI on their visual content, yet only 10% of marketers think their current visuals are actually working. More than half of the marketers in the survey were skeptical that they could show how visuals were contributing to online revenue. With more approachable revenue-tracking companies like Curalate, this problem will quickly become a thing of the past.

3. The Internet of (Every)Things

Read More….

Is “Facebook Professional Services” Facebook’s Stealth Project To Beat Yelp?

facebook-local3-ss-1920-800x450Is “Facebook Professional Services” Facebook’s Stealth Project To Beat Yelp?

on December 14, 2015 at 6:44 pm

Facebook is now testing a way for people to easily find more Pages for the services they’re interested in.  Go ahead give is a try here.

5 Tips for Selling Products on Instagram

images5 Tips for Selling Products on Instagram

By
Published December 1, 2015
Excerpt from Social Media Examiner 

 

Are you wondering how to sell your products on Instagram?

Want some tips to get started?

To make the most of interactions with customers on Instagram, your images and descriptions need to stand out and purchasing needs to be as easy as possible.

In this article you’ll discover five tips for selling your products on Instagram.

#1: Develop a Signature Look

Before you start posting, think about how you want to position your products on your page. The right product placement is key to driving Instagram sales and engagement.Identify the aesthetic you want for your page and stick to it.

Once you have your product shots, use Instagrams internal filters or an app likeVSCO Cam to make your photos visually sharper and clearer. Remember that you want to showcase the true product to your customers, so sometimes no filter works best in social selling.

If you want to show one product in a variety of ways, try the Instagram Layout app. The app makes it easy to combine multiple images into a single image. Use it to show your product at different angles, which is particularly useful for fashion and jewelry businesses.

Read More on Social Media Examiner
A picture may be worth a thousand followers. You can get a helpful free resource called Instagram – A New Marketing Frontier that gives you some keys. The photographic world has changed, isn’t it time you did too?

Precisely.

Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with