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Boosting your business’s exposure should be the goal of every entrepreneur. One way that’s overlooked quite a bit is Google’s featured snippet. In this article, we will break down how to write content for this and the benefits of doing so.

What is a Featured Snippet?

More than likely you have Googled a question and some text has appeared at the top of the page giving you an answer. This information even appears above the website search results, so we refer to this as ‘position 0’. 

Google will choose the best-suited answer to your query from a third-party source. The text will usually be accompanied by an image that will be from a different source than the text. A featured snippet of content from your website could bring a lot of traffic your way, so it’s best to use SEO copywriting techniques to give your site the best chance. 


Dependent on the results or query, Google will present one of three types of featured snippets. 


Searching for numerically related queries such as currency rates, Google may present a table as a featured snippet. This is a good option if you are looking for up-to-date rates and comparisons.


The paragraph snippet is the most common and will generally give answers to who, what, why, how, and when type queries. This will give you a direct answer between 40 to 50 words in length to your question.


If you are searching for recipes or a ‘top 10’ of a certain subject, the featured snippet may be shown in list form. Make sure your content is laid out in the correct format for a better chance of Google using it.

Advantages of the Featured Snippet

Your content appearing in the featured snippet has many advantages and more and more people are using it as part of their SEO content strategy

Beat the Competition 

Steal traffic from the first organic search result by your content appearing in the featured snippet. Research shows that 8.6% of those that have queried will click on the snippet before the first search result. This could mean a lot of traffic coming to your site and bypassing the competition. 

Build Trust

You want your site to be known as a reliable and accurate source of information that will build trust with your audience. Sites like Wikipedia and Quora will often appear as a featured snippet as they are very popular and have a good reputation to source information from.

Voice of Reason

It’s estimated that 50% of users seeking answers to their queries will use voice technology on their phones. This is a huge number, and you want your content to be optimised for appearing as a featured snippet to take advantage. 

Tips to Have your Content as a Featured Snippet

Keywords and Questions 

Research exactly what it is your potential audience is searching for by taking the time to find the keywords and questions they are asking. There are many online tools available for you to take advantage of, or you can use an SEO agency to do this for you.

Google will show a list of questions with a drop-down answer tab for each one. These are the questions you want to be aiming for. If you can provide the answer to these questions, your content stands a better chance of appearing as a featured snippet.

Improve your Site’s Search Results

Appearing in the first SERP will stand your content a better chance of appearing as a featured snippet. You can help boost your site’s SEO by following some of the guidelines below.

One thing to keep in mind: Google won’t show your site as both a featured snippet and in the top search result. You may not want to aim for both as this may be detrimental to your site’s visitor numbers.


The structure of the content on your site should be formatted for a featured snippet. This may be a list, table, or paragraph that you need to optimise for the best chance to appear. 

Follow the steps below for your content:

The Pyramid

The reverse pyramid writing scheme is a well-known concept in journalism to follow when writing content. Start your article by getting to the details that the reader came for by telling the facts of the topic. This is the who, what, why, when, where, and how information that gets straight to the point. 

The reader should be then provided with the important details about the topic and finish off with other general related information. 

The featured snippet is a great way to boost your site’s traffic organically and best of all, at no cost. Many sites don’t optimise their content for this and that’s a great opportunity for you to boost your site’s exposure. Particularly, if your competitors haven’t done so, you can steal visitors from them even if they are at the top of the search results on Google.

Follow the guidelines below and your content will have a much more likelihood of appearing as a featured snippet. 

We hope this article has provided you with enough information to get your content on a featured snippet and have your site hitting high visitor numbers. 

6 Stages of the Consumer Buying Process You Need to Create Content For

When you buy something, you may not realise you are following certain steps when doing so. Some retailers are also unaware of this and they just think if someone wants a certain item, they will buy it. There is a science behind the buying process and the steps most consumers usually follow means you can effectively market to that audience. 

Step 1: Recognise the Problem

What problem does the customer need to solve? They believe the item they want to purchase will do so, and what’s the reason for this? Unbeknown to the customer, their perceived need for the item may just be desire rather than a necessity. This is the beginning of the buying process and it is started by the marketer using the perceived problem for the customer.

The best option to start the buying process is through content marketing. You can create a problem for the customer and make them feel like they need it solved. This is done by using testimonials, facts, and asking questions about the problem they face. Tell them about the product and how it’s their solution. Many content writing service companies will be able to do this for you, ensuring it’s done correctly to give you the best results.

Step 2: Searching for the Solution

The first part of the process has been achieved; the customer has a problem that needs to be fixed. Now, they will begin searching for the solution. They will look at cookers if it’s a cooker they need, or whatever they are wanting to buy. 

When marketing to this audience you need to make your brand stand out by establishing it as a leader in the industry. You need to let the customer see this brand has all the expertise and information they need to make an informed decision when it comes to purchasing. 

Help your brand gain a stellar reputation by using sponsors, partnering for advertising, and using whatever tools necessary to build your trust from customers. 

Step 3: What are the Alternatives?

You may have done everything you can to create the perfect experience and solution to the customer’s problem. But they still want to check out the competition and see what they can offer.

The best solution for this and to keep the customer on your site is to be completely transparent. Offer a comparison to other sites that will be selling the same product. This could show them the price comparison and any added extras. Although this may lose you a sale to a competitor if they are cheaper, the customer will appreciate the transparency and will build trust between your brand and them. 

Step 4: To Buy or Not to Buy

The customer may have followed all the previous steps up to this point, but that doesn’t guarantee a sale. Several things will be taken into consideration by the customer, including the price of the product, what your competitor is offering, payment methods, and perhaps starting to doubt if they do need it after all. 

This is the part of the process you will want to have used a copywriting agency to market the product as best as possible. The customer needs to remember why they wanted to make the purchase in the first place and the benefits of doing so. Here you need to go back to step 1 and reiterate the problem they need to solve. Why is your brand the best for them and this problem? Let them know.

If you have done all you can up to this point and the customer still walks away, all is not lost. You can get them to return by targeting them again and sending email reminders about how they need the product. If you aren’t too familiar with this type of marketing, you can invest in a copywriting service that will ensure your emails are written in a way to encourage the buyer to act.

This is a make or break point for businesses and the most important step in the process. This can mean the difference between profit and a loss.

Step 5: The Purchase 

Everything has gone to plan so far, the necessity for the product has been created, the customer has done their research, and now they have decided to buy. Great! Well, not just yet. They can still change their mind at this point and not make the purchase. 

Making sure the marketing is still on point at this stage is key. So far, the marketing has been plain sailing and relatively simple. You need to ask yourself a few things and make the changes where need be. Is the process to purchase the item is too complicated? Speed of the site? Is your site mobile compatible and desktop-friendly? 

The customer can still decide not to go ahead, so it’s important to make these amendments and reduce the chance of any lost revenue.

Step 6: It’s Not Over

The customer has bought the product but there is still one process left. Keeping the customer loyal and satisfied is an integral part of the process. They still have to decide if they have made the correct decision and if they want to keep the product.

Customers have the option to return the item. You want to make this process as simple and hassle-free as possible. If they decide to return it or keep it, you want to make sure they come back again. You can find out their thoughts on your brand and buying process by sending emails and surveys on their experience shopping with you. This is very important as you can implement the changes if needed and make their return custom a much better experience, along with new customers.

These steps are in place to allow you to boost your reputation with your customers and make your marketing strategy a low easier. This will in turn make your business more profitable.

Optimising your Google Business Profile is pivotal for increasing visibility in local search, standing out among your competitors and winning customers online across Google Maps. Here are a few ways to morph your Google Business Profile into a great tool for marketing and lead generation for your local business.

1. Create a Google My Business Account

You need to start with creating your Google My Business account. It’s different than creating your Google My Business profile as the former is used to access and update the latter. To create an account, type google.com/business in the address bar and then sign in with the Google account that you use for your business – not your personal one. As the next step, Google will ask you the details of your business, such as name, location, contact information, and so on. You must leave nothing out. The completeness of your Business Profile will not only rank you higher in local search results; it’ll also increase how many actions your customers take when they find your profile.

3. Be Careful About Your Contact Information

Follow these steps to optimise your business’s contact information:

  1. Use the same name as the one on your store signage
  2. Match your address exactly with your other online listings
  3. Specify both your weekday and weekend hours 

3. Write Your ‘From the Business’ Description

Google allows you to specify your ‘from the business’ description in your account dashboard. You can find it lower down in your profile, typically under the reviews as shown above. It’s important to remember that you’re writing for SEO here. Here are a few techniques you could implement: 

4. Choose Categories and Attributes Wisely

Choosing categories and attributes relevant to your business is highly important for optimising your Google Business Profile. Statistically, 84% of Business Profile views on Google originate from discovery searches utilising these two factors.

Since Google offers a limited number of categories, you must choose the correct ones. Here’s are some helpful tips: 

Google will provide you with a list of attributes that you can check off to further elaborate your business – for example, ‘dine-in’ and ‘take-away’ are checked in the example below.



5. Include Quality Pictures 

Google has found that customers are 42% more probable to ask for driving directions to a business and 35% more likely to click through to its website if it has photos uploaded. Here are a few rules to keep in mind while uploading your business’s photos: 

6. Get Google Reviews

Reviews have the most influence on viewers and thus serve as a key factor in Google’s ranking algorithm. Moreover, your visibility also increases if your business’s reviews contain high-ranking keywords. Follow these steps to optimise your Google Business Profile with user reviews: 

7. Post Frequently

The more you post about upcoming events or offers, the more actions taken by consumers who find your profile. Regular activity is ideal for improving your ranking. 

Stick to the following rules to optimise your Google Business Profile with posts:

8. Be Responsive to Queries

Businesses have a Q&A section on their Google Business Listings as shown below.

Anyone can ask and answer these questions. Since they play an important role in deciding whether a client will visit your business or not, it’s important to keep this section optimised. Here are a few ways you can implement your SEO content strategy in the Q&As: 

9. Add Products and Services

If your business name does not clarify what you offer, you should add your products and services to your Google Business Profile. This can help your profile rank for more relevant search terms. Keep in mind to include the name, description, and price (if valid) as well. This way, the full description will pop up once a viewer clicks on your product.

10. Implement a Concrete Strategy

Your Google Business Profile needs to be maintained and updated periodically. It requires ongoing activity to maximise your benefits. Make sure you do the following:

If you stick to these techniques and provide quality information on your Google My Business Profile, it’ll certainly prove worthwhile for your business in the long run. 

Is Blogging For Your Business Still A Worthy Investment?

With the explosion of social media marketing these past few years, many businesses are considering whether investing in blogging is worth their time and money. Some have even halted their blogging in favour of social media marketing.

If you are unsure whether to start/keep blogging, the answer is: you should. In this article, we will explore several reasons why you should invest in blogging, irrespective of what the current fad is. After reading the article, if you are unsure how to begin due to the volume of the work you will be called upon to do, you can find an excellent blog writing service to handle your blogging. Otherwise, it would be best if you started blogging by yourself immediately.

1. Blogging Helps You Get Found In Organic Search

While your audience may hang out on different social media platforms, when they have a serious problem or need to find something, they turn to the search engines. Blogging helps you position yourself there, waiting for them to show up.

Google places a priority on quality content that answers people's questions and solves their problems. The same goes for the other search engines. With a proper content strategy with blogs optimised for SEO, you’ll appear at the top of the search engines and be found organically. The best part is that it is an investment that will keep getting you results even over the long term.

2. Blogging Increases Traffic To Your Website

Yes, you can engage your audience on social media and even send them to your website from there. But the traffic to your website from appearing on top in the SERPs is unmatched. There is also little that can happen in terms of conversion on the different social media platforms. They all have to be channelled to your website.

One way or another, the magic happens on your website because that’s where you get opt-ins to your email lists. Also, the search engines do not index the content on most social media networks. As a result, whatever you put out there will not count for you. But your blog titles are part of your overall footprint on the internet and are used to form an online map of your business.

3. Blogging Helps To Establish You As An Authority In Your Industry

Experts in the field of Influence agree that credibility is vital in establishing authority. This is one thing that blogging helps you achieve. When you consistently publish blogs with a value that people can consume, and that solves people's problems, they will perceive you as an authority.

When people perceive you as an authority in any field, they will listen to and do whatever you say, including buying from you. You won't struggle with conversions. This is especially true when your content is educative, entertaining, and engaging. Without being ‘salesy’, and by providing value, your web content will convert.

4. Your Blogs Can Be Repurposed For Content Marketing Opportunities

One of the most beautiful things about blogging is that you can repurpose your blogs into other content types for different platforms, including social media. Some of the different content types include podcasts, video scripts, infographics, audio files, case studies, Quora answers, SlideShare, webinars, e-books and lead magnets.

Each of these content types and the platforms further expands your reach and authority. This makes blogging a vital part of content creation because it supplies the raw materials for other platforms.

Due to its degree of importance, blogging that can be repurposed like this needs an excellent content strategy. You can learn to create a content strategy online. Better still, you can get an excellent copywriting service provider to both draft and execute your content strategy.

5. Blogging Opens Up Opportunities For Collaboration

As you publish different blogs and carve out a space for yourself in your industry, you will find that there are others who offer complementary services who may want to work with you on a project.

For example, a nutrition blogger may approach you to collaborate with you to create the ultimate skincare course because you are into skincare. She will supply the material that deals with how nutrition affects the skin, while you provide the material on how to best care for your skin using soaps, creams and exercise.

That’s just one example, and in such a case, you will gain more exposure by gaining access to her audience. The course will also become another source of income for your business.

6. Blogging Helps You Benefit From Backlinks

Blogging helps you build links within your website and from other websites to your website. Any links coming to your website from other sites are called backlinks and are important ranking factors. When other websites or blogs with high Domain Authority point to (link to) your site, Google and other search engines perceive your site as valuable. This is because the links to your site effectively tell the search engines that the other websites can vouch for you. This passes downlink juice to your site, thereby increasing your website’s ranking in the SERPs and your overall visibility.

Visibility is an essential commodity on the internet. Businesses that are not visible can only sell their products and services by running paid ads. Those that are visible enjoy sales whether they run ads or not. 

7. Blogging Is A Long-Term Strategy For Maximum ROI

One of the best things about blogging is that you will still be reaping the benefits of the content you publish many years after, as long as the information is valuable. You may need to update some of it from time to time, but that’s it. With social media, you have to engage daily. If you stop engaging your audience for a month, you may run into difficulty driving traffic.

The best content marketing strategies employ both blogging and social media. They each have their roles and benefits for your business. Yet, the benefits of blogging are more significant and last for many years.

Blogging that gives you all the benefits listed above need a carefully crafted and implemented content strategy. It's not something to be done haphazardly. If you do not know how to implement such a content strategy, you should outsource your blogging to an excellent and reputable blog writing agency while you focus on the other aspects of growing your business.

First impressions are key in business and can be the difference between landing that top client and not bringing any business in at all. That’s why spending time to write the perfect About Us page is essential. Your potential customer has already taken the first step. They are interested in using your service or buying your product, now you just have to initiate a response from your copy to get them to bite.

Know Your Reader

There are several things to consider when creating the perfect About Us page. The most important is to know your target audience. Who is it you’re trying to convey your company’s message to? What are they looking for? 

Tell Them What They Want to Hear

Make sure you let them know all your key information that they came for. Most likely, they will be scanning your site to see if you are the business for them. Some things they will want to know include:

If you aren’t too sure about how to properly convey all this, you should contact a copywriting agency who can do this for you. They will make sure the information is put across professionally and accurately. 

Straight to the Point

Don’t waste their time by writing loads of unnecessary content about how you have the greatest business since the beginning of time. This will not only bore your target audience but make them lose interest and possibly go elsewhere. Instead, tell them exactly what you can do for them. 

If you simply say your business will help them by boosting their productivity, this won’t be enough. You need to tell them how much and prove so by showing case studies of past clients/customers. Show facts and figures on how your service or product will be a benefit for the reader. This is a much more persuasive tactic to gain their trust and work with you. You will be best off using a copywriting service company that will be able to cut out the fluff and make the content simple and informative.

Build Trust

Nowadays, most business is done online and no longer requires meeting in person or visiting premises. That’s why your About Us page needs to make the best impression possible. It’s by far the most important page on your website and the most visited. 

The reader must feel like they can trust your business simply by the first impression you make – they aren’t going to make a purchase or use your service otherwise. You must be completely transparent about your business, from location to ownership. The more information the better and this makes them feel like they know you. Therefore, they will be a lot more comfortable conducting a financial transaction with you.

Tell Your Tale

Personalise your About Us page by telling the reader your company’s story. This is a great way to connect with your potential customers by humanising the experience, something that’s not too easy to do online. If you started the company from scratch, explain how you came up with your business or product idea. Was it a light-bulb moment? Let them know.

Your company name may have an interesting story. How did you come up with it? Does it have a significant meaning? How does it relate to your business?

You may know exactly what you want to convey but don’t know how to express it in the best way to connect with your reader. This is where you should pay for a content writing service to make sure you are articulately and professionally getting your full story across. Evoking an emotional response from the reader is always beneficial. 

Show Who You Are

Potential customers like to see proof and achievements of your success and you can show them proof. This may come in the form of press releases, or if you are recommended by a well-known person or business. Good reviews from popular third-party sources will boost your levels of trust from the potential customer, therefore more sales.


You don’t want your About Us page to have loads of unbroken paragraphs and text. Break it up with bullet points, sub-headings and media. When someone is visiting a website they quickly scan the content, so you want the important information in a short and noticeable format. 

Describing your company’s history, bullet points are a great way to show the step by step journey of your business from start-up to where it is now. Find ways to include charts, images, and videos as they are much easier for the reader to absorb the information.

Keep It Fresh 

Updating your About Us page regularly will let visitors know any change to your services, new team members, company performance, and any other changes. You always want to be improving your site and keeping it up to date will build more trust with the reader.

Test the Water

Ask a friend or colleague, or better yet someone who doesn’t know your business at all, to read your About Us page. Then tell you exactly what it is you offer, your company’s history, the staff, and your business’s goals, etc. If you have written properly and conveyed all this information correctly, they should be able to tell you this with no problem.

Finally, where possible, capture emails and build a mailing list (following all GDPR regulations, naturally). Don’t forget to add your company’s social media account to build more trust, and remember at all times that you’re trying to build an emotional connection between your content and your customers. Do that, and your About Us page will be a key element in building your brand.

A landing page is a standalone web page created precisely for one purpose – earning conversions. Don’t confuse it with a homepage – that is something entirely different. Your company’s homepage can be any number of words depending on your products and services as well as your target audience – it could even be just 50 words. That isn’t the case with a landing page – it’s purely action-oriented.

The truth is, many landing pages do not have enough content and that’s where the problem lies – more content equals more conversion. 

The minimum requirement for a landing page is 500 words as that is enough length to provide adequate information to make your case about the credibility and benefits of your product while influencing the reader. As a guide, you should consider a few things about the power of including more content on a landing page.

How Does More Content Help?

The more words you use in your landing-page content, the easier it gets to persuade readers to convert. In most cases, users need to be properly convinced to buy your products. You can’t hope to achieve this without using enough words. More content means that the readers are more likely to act on what you tell them.

Let’s take a step back and try to understand why a user would click through to your landing page. Typically, they have either one of two objectives.



If a user intends to purchase your offerings, the process couldn’t be simpler. You just need to provide a CTA and you’re all set. You probably don’t need 500 words for this; just a line or two will do. But wait a minute, why do they want to buy from your business in the first place? Someone must have told them about your product or they must have read about it on social media or any other source. Most of the time, the user’s intent to purchase develops from reading a landing page. So, this particular user was in the stage of finding out more about your business before reading your landing page. The content of that page is what led to a purchase. This brings us to the second intent type. 



An overwhelming majority of clickthroughs is from users who need more information to make their decision about purchasing from your company. They were intrigued but now they want more. This is where the content of your landing page proves its worth. It’s the single most important place to answer all of their questions and eliminate doubts. If there isn’t enough content to cover this aspect, you won’t be earning a conversion. 

A reader will only consider purchasing your offerings if they are convinced about the benefits. According to an article published in the Harvard Business Review, today’s customers aren’t convinced by salespeople selling solutions. Rather, it’s the solution with the best benefits that piques their interest.

The chances are that buyers will already be aware of the solution that your product or service provides. However, they need to be convinced about the benefits. How do you achieve this? It’s simple – you use your words. To properly elucidate the benefits, you must undergo a process of listing and explaining. You can’t possibly hope to do this right in fewer than 500 words.

The more words used to describe what you’re offering in a proper manner, the stronger the trust of the readers. To be specific – information encourages trust.

Even if the reader is already prepared for purchase, more information is always helpful. The primary goal is always to have them click on the CTA, but they still wish to be provided with proper information and credible copy. Basically, more content 

Even though landing pages aren’t novels, they should have one thing in common with them – taking the readers through a process of thinking. The only way to achieve this height of persuasion is to have plenty of copy. Here are a few things you should know: 

  1. Build up the reader’s desire for knowledge. Curiosity plays a pivotal role in improving the compelling power of a landing page. 
  2. Readers tend to have arguments in their heads about some of the aspects of your products or services. You must never shy away from these objections but meet them head-on instead and shatter them
  3. Make sure you keep the reader engaged throughout the copy; don’t let them get bored

When working on landing pages, you shouldn’t necessarily consider writing for SEO. However, as part of a good SEO content strategy, you should incorporate optimisation techniques into your company’s landing page as well. In fact, if obtaining organic landing-page traffic is your priority, then SEO is key. And if you know anything about SEO, you’re already aware that it never works effectively unless you use plenty of content.

Considering all the points above, it’s clear that your landing pages should be more than 500 words. Ideally, they should be close to 1,000 words just to ensure that everything is properly covered. 

At this point, you must be thinking that landing pages are such a tricky business. It’s true that there are a lot of things that a copywriter must consider to write the perfect landing page. That’s why it’s advised that you leave this demanding work in the hands of professionals. An SEO copywriting agency will know exactly how to make the best out of a landing page to guarantee conversions. Your business will be in safe hands.

Even though it isn’t set in stone, long-form content is typically categorised as content that contains more than 1,000 words. It is true that longer content does better in terms of search rankings. In fact, studies have made it abundantly clear that longer-form content dominates the first page of the search results. But do you wonder why that is the case? Does Google count the words of your content to deem it suitable to rank at the top? Certainly not. The fact is, certain aspects of content that actually count in Google’s ranking algorithm are made possible by increasing the length of the content. We’re going to explain this in more detail for you. 

Factors That Influence Ranking 

The primary factors accompanying long-form content that improve ranking are as follows:  

1. Backlinks

Studies have shown time and again that long-form content has a much higher chance of earning quality backlinks – significantly improving search rankings. However, where do these backlinks originate? Backlinks are produced when link creators, that is, same-industry individuals who have the power to link to your content, consider your content to be of substantial value to the reader. Just as you would wish to offer your clients quality content with useful knowledge, link creators also prefer to link to content that they believe would benefit their audience. This isn’t possible when your content is really short. Long-form content is rich in information and more comprehensive than short content, so it holds a lot more value. 


Surprise, surprise – longer-form content gets a lot more social shares compared to short content. To offer a comparison, Neil Patel from QuickSprout ran a study to see how many social shares he could earn with content of more than 1,500 words compared to content under that length. He discovered that the lengthier content received roughly 22.6% more engagement on Facebook. Hence, lengthier content equals more social shares. This implies that your average social media user has much the same preferences as those of a link creator.

3. RankBrain

RankBrain is the name given to Google’s search engine algorithm. It’s no secret that Google prefers to reward long-form content. What isn’t evident, however, is why. Basically, it has to do with multiple factors inclusive of increased backlinks and social shares. 

According to RankBrain, user satisfaction is of predominant concern and there are a few metrics employed to analyse this: 

A Window for Content Marketers

While Google could not be clearer about prioritising long-form content, the world of content marketing still lags behind. Only 18% of companies’ websites contain blog posts that are more than 750 words. That isn’t even close to the average word count of Google’s first-page content. It could have something to do with the fact that more than 60% of content marketers claim that their biggest marketing challenge is coming up with engaging content. 

Writing for SEO might be one thing, but it doesn’t fall in the same category as coming up with compelling content to engage the reader. This opens a new door for content marketers to fix their SEO content strategy

Length Doesn’t Matter If Your Content Is Drab

As mentioned above, increasing the word count of the content is only part of the solution. It’s important that you weigh both quality and quantity side by side in this scenario. You have to make sure that every single sentence in your content is there to add value, not just to increase the word count. 

By now you know that increasing the length of your content automatically helps you cover several critical factors that can optimise your page. These factors can help both the users and the search engines to determine which content could be deemed valuable and which content is just a waste of time and space. 

By employing these essential elements into your long-form content, it’s easy to earn considerably more backlinks, increase social shares, and improve the overall search ranking of your webpages.

If you provide users with content that intrigues them, keeps them engaged and offers a solution to their problems, you’ll be rewarded in the form of heightened search rankings, improved user engagement, and much better brand visibility. If you need help with your copywriting or online content, we are an award-winning SEO copywriting agency, and we’d be happy to help boost your brand. 

A category page is an essential part of every website – it clusters individual webpages together if they have the same theme or subject. Cluster pages tend to target keywords used by consumers when searching for similar products and services.

It can be difficult at times to optimise category pages for organic search rankings since, by default, the category templates on e-commerce platforms hold much less text in comparison to other pages. However, it serves as the primary source of all the organic traffic that your website receives – so it should be optimised. Here are six ways to improve rankings on highly competitive keywords:

1. Title and Metadata Tags

The most fundamental form of content optimisation is that of title tags and meta descriptions. Alone, the title tag stands as the most significant on-page element. It appears in the SERPs in the form of a clickable headline for a certain result and sets your page’s keyword theme. Therefore, it is not only important for SEO; it also holds considerable value for improving usability and social sharing.

The meta description appears just underneath each headline in the SERPs. It offers a short, relevant summary of the contents of a certain page. Here are some points to keep in mind while optimising the title and meta tags:

2. Make Headings Relevant


After the title and meta tags, we have six levels of heading tags defined by HTML; H1 to H6. These headings serve as signposts for both the readers and the search engines to enable them to discern easily what your page might be about. Optimising heading tags makes it a lot simpler for search engines to comprehend the background of the content of your webpage or just a section of it. The primary heading is H1 and it typically reinforces the title tag’s theme for the whole page. Even though Google has stated that you can use multiple H1s, that doesn’t mean that it’s good SEO practice. It’s best to stick to one H1. The subsequent headings, H2 and H3, help to highlight supporting themes. You should use your heading tags for the following purposes:

3. Always Include Text

This is an important one to consider as a lot of brand advocates and designers vote against body copy. However, it can be of key value for organic search performance. It’s not necessary that the text dominates the page in this scenario – it can just be a short, catchy phrase to tie the whole page together.

You need to remember that the body content doesn’t need to comprise multiple paragraphs. Keep your focus on descriptive keywords that appear naturally in the text and be careful not to repeat them artificially.

Another important thing to note in the picture above is that you should use your category pages to advertise certain sale items, loyalty programs and hottest releases that you know your shopper would be interested in.

Lastly, make sure that a feature’s descriptions are not embedded in an image – instead, they should be coded as text. This particular text should be optimised to be descriptive, including plenty of keywords that occur naturally. 

4. Highlight Category Navigation

Your navigation should also include optimised text as it affects the authority, relevance, and indexation of each page in organic searches. As such, you should include relevant words in the navigation and filters to improve your overall ranking. You must make sure that search engines can crawl through your faceted navigation – filtered navigation – before you optimise it, otherwise, your efforts will be rendered futile.

5. Avoid Using ‘Click Here’ 

Using terms like ‘Click Here’ or ‘Tap to Learn More’ does nothing to improve SEO as these are meaningless to search engines. You must try not to miss any opportunity to optimise your text and that especially goes for links. Basically, if you employ vague, irrelevant text in this case, you’re giving up on the strong chance to boost the relevance signal of the linking page as well as that of the destination. For example, instead of adding an ‘Explore’ button to provide more information about a product, you could just hyperlink its title.

6. Header and Footer Links

The header and footer sections of your website offer optimisation potential in much the same way that other content on the page does. However, if you include links to every single e-commerce subcategory in these sections, it wouldn’t just be off-putting for shoppers, it would also be over-optimised for search algorithms. You must use the header and footer links sensibly and add only the most valuable category and subcategory pages. Be sure to include pages based on the height of their business value, keyword research, as well as keyword mapping. For example, you could add links to special collections such as, ‘Women’s Christmas Outfits’ or ‘Summer Collection’. As a guide, keep in mind the following points for optimising the header and footer sections:

All of this can prove to be too much work to handle without a professional at hand. There is no shortage of companies that offer their copywriting services to help businesses optimise their webpages. An established copywriting agency can be a valuable asset for your company with its highly skilled team of writers and proven expertise in providing content writing services

Writing doesn’t come naturally for everyone, yet it is an important skill to learn. It is also a skill that is developed over time, with plenty of hard work, patience, dedication, and being proactive about improving. As a copywriter or business, you must know how to use words to convey your message, market your products and services, and engage both your prospects and customers.

While this may seem easy to some, there are some technicalities to it that can hinder your effectiveness, especially when producing content for different media. The task is more than just putting words together. It’s about organising your words and thoughts in such a way it is compelling and provides value for your consumers while engaging and entertaining them.

If you do it right, and want to sell your products and services, you can be confident that your audience will buy. But if you fail in this task, your audience will seek out your competitors. As a result of how important this is, many businesses prefer to use a competent copywriting service instead of producing their content in-house.

Since one of the best ways to become good at something is to learn from others who are great at it, we recommend learning from the pros, or people who put out valuable content that will help you to improve your writing and even help you make a living out of it. Below are some of the best copywriting blogs to follow.

  1. Problogger

Darren Rowse created Problogger in 2004. The site provides advice for bloggers who want to turn their passion into a career and go professional with it. It offers copywriting and content creation tips as well as information on how to make money from your blog and the latest blogging trends. Besides providing tips and advice on the above, it also provides readers access to several valuable resources on the topic.

The site is famous for finding blogging jobs and has since become the home for anyone intending to create, grow and make money from blogging.


2.  Copyblogger


If you’re looking for an established authority and content on SEO, digital marketing, and professional blogging, Copyblogger is your go-to website. It provides practical ways to get the best out of your content and copywriting. The website takes it a step further and offers many free resources, including free tutorials and e-books on these same topics.

3. Positive Writer

Positive Writer goes beyond providing content on how to write, and other related themes, to dealing with many of the negative emotions that writers have to handle. This sets it apart from the others. As a writer, there will be many days you will not feel like writing. You will likely experience a mental block and have self-doubts. When these moments happen, you need someone or something to challenge these negative feelings and thoughts. The Positive Writer does this for you. Much more than that, it will also help you find inspiration and positivity, and help you persevere through those feelings until you begin to make progress and prosper.


4. The Write Life 


The Write Life is an all-encompassing website on the topic of writing. It focuses on creative writing, freelancing, pitching ideas, guest posting, working from home, managing your finances, and many more. You will find the posts on this site are very detailed, too, so there’s plenty to get stuck into. Not only that, but readers can make paid submissions to the site. Sites like this really show the benefit of paying for a content writing service, too.

5. The Bloglancer

The Bloglancer was created (and is managed) by UK blogger Jenna Farmer, who went from blogging as a hobby to earning a living from it after seven years. The underlining aim of the site is to help bloggers monetise their sites. It deals with subjects such as surviving and maximising freelance life, effective marketing strategies, working with PRs, gaining clients, monetisation and creating passive income.

6. Beyond Your Blog

If you're an aspiring writer and have the interest to write for digital publications, Beyond Your Blog is for you. It teaches you how to refine your skills and provides tips on how to write excellent pitches and find the best paid-publications. Occasionally, they also offer a list of publications that pay, and with it, offer you valuable information on how you can pitch them.

7. See Jane Write

See Jane Write was set up by Javacia Harris Bowser, and its goal is to empower female writers. If you're a woman seeking to start a blog business or turn an already existing blog into a business, it’s well worth taking a look. It has an established online community for female bloggers and is a great place to learn, not just about blogging, but also about navigating the blogging world as a woman.

If you plan on joining the top copywriters and becoming very good at your practice, you will have to go on a mission of constant self-improvement. When you do, you will find the above mentioned copywriting blogs valuable, depending on what you want to improve.

If you are looking to hire excellent copywriters, the best place to find them is here at WooContent. As a copywriting agency, we have many skilled copywriters who can produce great content for whichever platform you want.

There are several ways you can promote your business. You can run a TV advert or have a billboard poster, but these sorts of adverts are waning in popularity because they have limited reach. There is a better way of reaching customers, and that is online. The way you go about it will determine how effective it will be for your brand, and for the best results, businesses are using agencies for their online marketing more and more.

A copywriting agency is an outsourced service that helps you with your online marketing activities. They work with your marketing team to deliver purpose-driven messages to your target audience. You have the option of having them on retainer, but usually it will be a one-off project.

As a business owner, you have the skills to identify when things are not going as planned. Here is how you know when you need to make use of a copywriting service:

1. You’re struggling with a campaign

Not everyone was born a wordsmith – creating content needs a certain amount of skill. These skills take time to develop and execute well. Your product or service may be fantastic, but that will count for nothing if you cannot attract the attention of potential customers. 

2. You’re anxious about a big event

If your next big event is causing you stress, get in touch with a copywriting agency. Copywriters have a way with words, and they understand how to appeal to a customer’s buying instinct. All you need to do is explain your objective and they will do the rest. Good copywriters have a knack for perfection.

3. Your website is not pulling its weight

So, you invest a whole lot in getting the coolest website that money can buy. It has been six months and there’s still no return on investment. What do you do? Hire a copywriting agency. All good agencies will be rightly proud of their content writing service. It takes a lot of time to develop copy. Researching your target market, keywords, competition analysis and SEO strategy are all things that contribute to creating the ideal sales copy. A copywriter will do their best for the content you put on your website to achieve results.

4. Raise customer awareness

As you continue to expand into new markets, there is a significant impact on your brand identity. Lots of companies have lost customers because they are no longer identifiable. A copywriting agency can help you unify all your business activities into one voice. They will work with you to identify similarities in all your business lines and communicate that as one message.

So, you look at your business and see that you are in one of these situations. How do you identify a good copywriter?

5. They come highly recommended

As with your business, if you do your job well, customers will come to you. A good copywriter is one that everyone talks about in a good light.

6. There is evidence of the quality of their work

Copywriting agencies should be able to provide samples of past work. When selecting one to work with, ask for a test run and see the results. It will sometimes be at a significantly lower cost than the main project.

7. They know what they’re talking about.

Look for an agency that has several years of experience. They have been at it for a while and are more likely to meet your expectations.

8. Find a specialist in your industry.

Although not a deal-breaker, if it makes you comfortable, look for an agency that has experience in your industry. They know what to look out for and can execute on cue.

You may still be looking for reasons to justify why you need a copywriting agency. So here are some of the benefits you stand to gain:

9. Boost your brand

Any work a copywriter does is for your benefit, whether you are starting, entering a new market or launching a new product. You will be kept in the loop all the way.

10. Save time

Copywriting is their main activity. They have nothing else to think about other than delivering killer content. All the research, idea formulation and content creation is their duty. This will leave you to focus on other business matters.

11. Avoid costly mistakes

It is hard for any brand to recover from a public gaffe, especially one caused by an error or false piece of content. By hiring an agency, you potentially avoid common errors related to writing copy. One reason for hiring an agency is that they help you in the areas that you struggle. With an agency, you are confident that your audience will hear your message with zero chances of embarrassing yourself. 

12. Flexible

You only pay for copywriting services when you need them. Depending on the nature of the project, they are a one-time expense to your business.

13. Genuine article

A copywriter uses words to engage your customers better. They understand the language of your audience and use that to make the message more impactful. They employ special skills such as SEO, to make your content rank higher than your competition. The content attracts more visitors to your site, who you can convert and generate revenue. 

Everyone needs a lifeline at some point in their lives. Whether it’s your business or website that needs a shot in the arm, reach out to a copywriter and see the magic that words can do.

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