SEO (search engine optimisation) is crucial for visibility online. At the heart of SEO is SEO copywriting and backlinking. How you go about both of them can make or break your search engine optimisation campaigns. This guide focuses on SEO copywriting. You have probably heard the term ‘SEO copywriting’ thousands of times, but you may well be wondering:

This guide will provide you with the answers to all of these questions and help you get the best out of all of your online content. After reading this guide, and implementing its content, you will see tangible results and your ROI will also increase. Let’s get started. 

What is SEO?

We’ll start by trying to understand what SEO is, because if we can grasp what it is, understanding what SEO copywriting is will be much easier.

When people want to find a product, learn a new concept or get information, one of the first places they go to is their favourite search engine. In most cases, this is Google, as it executes about 90% of all searches done globally.

After the search, Google typically returns millions of results. But the search giant (and other search engines) can only display a couple of results per page (known as the search engine results pages or SERPs). What’s worse, most users don’t click beyond the first page. A few go beyond page one but never more than page 5.

As a result, everyone is desperate to be on page one of the SERPs, and ideally on the first three results, because the top three get 66% of all clicks.

SEO consists of all the activities that marketers, companies, bloggers do to ensure that their content is displayed among the first three results in the SERPs. If they cannot get in the first three positions, they should, at least, be on the first page.

To break down SEO a little further, there are two main branches: on-page and off-page. On-page SEO consists of every activity you do on your web pages and site to become visible to search engines. Off-page SEO involves things you do outside of your website or webpage to rank it higher in the SERPs. The one thing common to both types of SEO is content – and this is where SEO copywriting comes in.

What Is SEO Copywriting?

SEO copywriting is a subcategory of copywriting that focuses on optimising web copy for all online activities, including ranking high in the SERPs, clickability, and so on.

Traditional copywriting, on the other hand, focuses on writing copy that appeals to your target audience and increases their interaction/engagement with the copy. The goal of conventional copywriting is to persuade customers and readers to take a desired action. This could be anything, such as subscribing to your newsletters or making a purchase.

SEO copywriting does all that while also taking into consideration how search engines work, and carrying out what needs to be done to position your copy in the number-one spot.

Now that we have sorted out what SEO and SEO copywriting are, let's get into the key concepts of SEO copywriting and how to do it.

How Do You Write Copy For SEO Purposes?

 

1. Understand Your Audience

 

The number-one foundation of SEO copywriting is the same as that of all other forms of writing: understand your audience.

We cannot stress this point enough. Every article, sales page, blog, or social media post is written with a specific audience in mind. Until you know that audience more than they know themselves, you will not be able to influence their behaviour and their interaction with your copy. It’s crucial to research and understand your audience.

You should create a customer or buyer persona of your target audience. This is a fictional portrayal of your ideal customer. It includes details of your customers such as their biggest problems, demographics (age, gender, location, job position, income, and so on), their goals and aspirations, the obstacles they face, where they hang out online, the things that keep them awake at night, and more.

The customer persona drills down into your customers head and heart. It gives you a picture of your audience and what influences them. 

There are several tools to use for this purpose. Many of them do not require payment, while there are other paid-for options. While the free tools are usually sufficient to get you started, the paid tools often offer you the dept that you need because they drill into the very heart of your audience. You can use a combination of both sets of tools.

Some examples of tools to use for audience insight are Google search suggestions, Quora, answerthepublic.com, and platforms like Twitter, Facebook, and Reddit. 

 

2. Understand User Intent

 

When people come to search for something online, they usually have one of three reasons. These reasons are known as user intent. Your understanding of user intents is as critical as understanding your audience. If you don’t understand user intent, even if you do all the other things you will come across in this guide, you will still miss it.

User intent is at the heart of SEO copywriting and SEO in general. If you don’t do the work to both understand and optimise your copy for your user's intent, you should as well not write anything. You'll be wasting your time doing so.

The Three Categories Of User Intent

  1. Navigational Intent: This intent is expressed when a user types in a search term that shows she wants to visit a particular webpage or website – an example is ‘1800 flowers’.
  2. Informational Intent: This intent is expressed when users’ search terms show they are looking for information about a product, certain subject, celebrity, country, and so on. An example is ‘When was Queen Elizabeth born?’ or ‘best coffee brand in England’.
  3. Commercial Intent: A commercial intent is expressed when a user’s search term indicates that she wants to buy a product. Example: ‘buy work shoes for women’.

Reviews can be classified as both informational intent and commercial intent. While a user may be looking to buy a product, the main reason for searching for reviews on a particular product is to gather information about that product. Still, a well-written review can lead to an immediate purchase. A user can search for a product's review to know what others are saying and will not buy, no matter what.

If your SEO copy will get the desired results, it must be optimised for the specific user intent. Your SEO content strategy must include user intents. Without it, it is incomplete and unlikely to meet your desired goals. This guide is aimed at providing information on SEO copywriting, and is optimised for the informational intent. If we optimised it for navigational or commercial intent, you probably would not have found it.

In the same way, if you optimise your sales or product page (which is meant to sell something) with an informational or navigational intent, you’ll hardly get a sale. You’ll be attracting people who only want to read, not those who want to buy.

The user intent usually reflects the phase the customer is in in the customer journey. At each phase of the journey, you target the customer with different content. So, how do you optimise for the right user intent? The answer is keywords.

 

4. Implement A Winning Keyword Strategy

 

When your audience types in a search term in the search engines, they don’t type their intents, they type in keywords. For example, they type in ‘best coffee machines’ and not ‘I want to know about the best coffee machines’. The keywords reveal the intent. 

A keyword is simply the search term your users are typing into the search engines. It can be a word or phrase (keyphrase). A winning keyword is one that is the same as the search term they enter in the search bar, or a close variant. But to know exactly what they’re typing you have to carry out keyword research.

Keywords research is the process of harvesting the search terms your audience is using when looking for information, or your products and services online.

Why Should You Research Keywords?

You might be wondering why you should go through the process of researching keywords. The answer is quite simple. To be able to attract anyone online, you have to incorporate the search terms they use into your content. This is because Google only shows content that it ‘thinks’ relates to the search term (keywords) entered. One way to show Google that your content is related to the keyword is to have that keyword somewhere within your copy.

This process of incorporating specific keywords into your content so that it gets displayed to the right audience (people searching the internet using the same or similar keywords) is called keyword targeting.

The best keyword strategy incorporates two or more of the search terms your audience uses when searching for your content or product. As an example, if you have an e-commerce store selling black luxury shoes for women, women looking for such shoes may type in any one of the following keywords:

After your keyword research, if you find that three of those keywords get the most searches, you can decide to target those three with your content. This way, your content gets maximum exposure following searches based on those keywords.

If your primary keyword is ‘black luxury shoes for women’, that's what you optimise your content for the most. The other keywords (known as semantically related keywords) are secondary, but you don't treat them any less than you treat the main keyword.

There are different tools for researching keywords. Google’s Keyword Planner is one of the foremost free ones.

 

5. Use Captivating But Relevant Titles

 

What is the most crucial goal of the headline or title? To draw the reader in. Yes, your headline needs to tell your audience what the content is about and has to be relevant to the content. But that’s the primary goal of the content, not the most important. As far as copywriting and SEO goes, the most crucial goal of the headline is to attract readers to the content.

When people land on the SERPs (search engine results page), they are usually in an ‘eliminate and choose’ mode because they cannot (or do not plan to) read everything they see. At this point, they usually go with what promises them the most return on time invested, not just with the one that tells them what the content is about.

HOW TO WRITE CAPTIVATING HEADLINES

Here are some great points to enable you to write a captivating headline:

 

 

The headline for this blog post falls under this category. The enticement here is that after reading this guide, you’ll have a thorough grounding in SEO copywriting. Does that mean that if you read another guide, you will not benefit? And if you benefit from another guide, does that mean that this promise was false? The answer to both questions is no. Notice it doesn't say the only guide, but the complete guide. This means that this guide covers all the necessary topics you need.  

Other examples of headlines in this category include ‘3 tips guaranteed to double your business revenues’, and ‘five simple ways to get two times your current customers’.

Can you tell the promise in both of these headlines?

The reason these headlines work is that people aren’t just looking to solve the problems they want; they also want to ensure they get value for the time they’re currently putting in. These headlines promise them that it will be worth their time.

 

 

Have you ever read an article and felt that you’ve just wasted your time reading someone who doesn't even know what they’re saying? If you have, then you’ll know why the headlines in this category work.

Establish yourself as an authority, and you're sure to get the attention you need. Examples of headlines in this category include ‘A top affiliate’s candid advice on affiliate marketing’ and ‘The 10 best health tips from a world-renowned doctor’.

Although the first headline doesn’t even promise you anything, the fact that it is from a top affiliate will make you want to read it if you are a novice. It also builds in suspense and curiosity. If you are optimistic, you'll interpret it as the keys to succeeding in affiliate marketing. If you are pessimistic, you'll most likely think he's talking about things to avoid. Both are necessary for success so, either way, the headline wins. 

 

 

Headlines with numbers can boost click-throughs to your content. Numbers are definite and indicate a list of things. People love a good list, even if it is just to scan through.

Whatever you do, make sure that your headlines are relevant to the content. If it is not, Google will know, and that will hurt your rankings.

How will Google know, you ask. Bounce rates. When people eventually click through to your site and realise the heading and the content aren't related, they will leave almost immediately. Google will take note of that by calculating the time spent on your site. The result is that you will begin to lose whatever rankings you formerly had.

It’s important to keep your headlines between 55 and 65 characters. Anything beyond that and Google will truncate it. This will mean that users will not get the full picture when reading that headline in the results pages. They may end up skipping your content for another that is concise.

 

6. Use Killer Intros

 

Statistics tell us that 80% of the people who read the headlines and the intro never get to read the rest of the content. Why does this happen? In most cases, the introduction failed in its primary purpose.

Why Do You Need Killer Intros?

A killer intro is necessary to:

  1. Reinforce the promise made in the title
  2. Establish a bond with your audience
  3. Clearly state what they will benefit from your content
  4. Build expectation in your audience
  5. Grab the reader’s attention
  6. Create excitement about your content

There are several methods to writing a killer intro but make sure you do not commit SEO copywriting suicide by using a boring intro. Your introduction must be captivating, relevant and concise, as well as fulfilling the items in the list above.

 

7. Structure Your Content Properly

 

The most important tip for the body of your content is that it should be structured appropriately and very engaging. If the intro’s job is to create a connection, the body copy’s job is to maintain and deepen that connection while educating, entertaining, and empowering the reader.

There's nothing more infuriating to a reader than to devote time to reading a poorly structured content. Online readers love it easy. They want to be able to browse through it in the shortest time possible. This means they will most likely not read all of your content.

This is OK if you have a good structure. You can still deliver the most value, and they'll come back when they need more. Also, remember that Google is calculating how much time they spend on your site. If the structure drives them away as soon as they land on your page, you have lost even if your value is the greatest on the internet. Your ranking will begin to take a hit.

Make sure that your content flows. Employ writing tools such as:

 

 

Meta data is everything you see in the Google search results page. It includes two essential parts: the title of the page and the description. 

We have already covered the title/headline, which means we’re left with the description. The goal of the meta descriptions is to provide readers and search engines with information about the page they’ll be landing on when they click the link. As a result, it should be relevant and enticing to click on. 

It should also be concise – 156 characters or less. Google will auto-shorten anything more than this. While writing your meta description, make sure to incorporate your main keywords in it. Where possible, phrase it in the exact words that your audience uses when searching online.

 

9. Calls to action

 

The call to action is the final but the most crucial piece of the puzzle as far as marketing goes. Everything in the copy is meant to make the reader take the desired action. The craft that desired action into a clear and concise call to action.

A call to action is a short, simple statement that tells the reader what to do. For example, after reading about skincare tips on your blog, if you want them to subscribe to your blog's newsletter, you simply tell them to do so. If you want them to buy an organic cream, ask them to do so.

SEO copywriting is at the heart of on-page SEO. While it is still unknown what the exact ranking algorithms are, one of the few clear things is that relevant copy is essential for ranking. It determines whether the search engines will consider your content worth showing to the public (on the first page) or burying among the hundreds of thousands of other pages that will never get viewed.

This guide has covered the fundamentals you will need to succeed as an SEO copywriter. If you want to create a copy that will help you rank, get in touch with us. We're a reputable SEO agency based in the UK. We boast many smart SEO copywriters that can design an SEO strategy, and implement it to help you market your brand or product and rank you high in the SERPs.

Primary school websites can be a valuable asset for educational institutes. If you're looking for the secrets of having the best educational website, then don’t look any further. Here are 10 elements that your primary school website should possess to become top of the class.  

 

1. Function the Same on Every Device

 

Around 40%-60% of people who view primary school websites tend to do it via mobile devices. This shows how important it is to make your websites work on any device. If they don’t, your audience will look elsewhere. That’s why every aspect of your website must be usable regardless of the type of device it’s accessed on. Moreover, you should ensure that at least some, if not all, of your statutory content, is readily accessible. This means that users shouldn’t always have to download files to view content. The formatting should make it so that the content is readable from anywhere at all.

 

2. Target the Right People

 

Sometimes, primary school websites are mistakenly made to target only children; they should cater to adults as well. Consequently, it’s important that the website is clearly laid out and adopts a professional tone. As well as using attractive and colourful images, you should think about maintaining exceptional content that will bring your school to life. So, while cartoon illustrations are visually attractive, they don’t always help with acquiring your primary goals. 

 

3. Keep News, Events and Blogs Up to Date 

 

Schools have a lot of amazing things that happen frequently. There are sports days, talent shows, dramatic performances, and so on, and parents will definitely want to read all about it. Your website should be filled with cute photos of children enjoying their school life. The faster you upload the content onto your website after the event, the greater the impact on your audience.

 

4. Make Term Dates a High-Priority Page

 

It’s a fact that the most viewed page on any school website is always the term dates page. Since this one page will get the most views, it's important to make it easy to find – in fact, it should be a top-level menu item on its own. It's also crucial to keep the content of this page easy to digest. Don't use any images for the dates and keep it readily accessible, so no downloading of files.

 

5. Use Social Media Effectively

 

Social media can be a powerful tool for schools if used the right way. You can expect a definite increase in user engagement if you go for a social media channel that suits your audience the most. Remember to link your social media accounts to your website, too. If you want to save time, choose software that allows you to post to Twitter and Facebook directly whenever you create new content.

 

6. Use Images Brilliantly

 

You might not be aware but there are two types of photos on every school’s website: 

 

7. Use Well-Skilled Staff

 

It’s common for primary school websites to struggle to keep on top of their content because there usually isn’t a skilled team of experts to manage them. In these situations, it’s often best to employ the education copywriting service of industry professionals who know what they’re doing. An available team of experts that love supporting schools will know how to boost traffic. 

 

8. Structure It Properly

 

Many primary schools struggle to maintain the proper structure of their websites. Here are a few reasons this occurs:

It takes expert-level experience to seamlessly tie your school website’s content together. Try opting for an education copywriting agency to take the user experience to another level.

 

9. Encourage Interaction from Visitors

 

Try some of the following ideas to encourage users to interact with your website properly: 

 

 

Remember to continually take feedback from parents on ways to improve your website. Implement any changes that they might mention – for example, some might say that they struggle to find term dates. So, you should make the relevant page more prominent on your website.

Keeping a top-quality education website isn’t always easy, but it is achievable. Allow us to take the pressure off and help you with your content. Take a look at our top-class education copywriting examples; you won’t be disappointed. 

Let’s face it, SEO can be confusing for a lot of people. Many people don’t know what to do when writing for SEO. Part of this results from the fact that Google's algorithms are continually changing.

But the fundamentals of SEO do not change, and if you understand them, you'll be swimming in SEO gold! The following are six of the best SEO copywriting tricks that you should always use if you hope to get the best out of your copy.

 

1. Maximise All Things Keywords

 

Keywords, keyword intent, and ancillary keywords all deserve to be treated separately because of how crucial they are, but we’ll talk about them together here. 

Whatever you do, don't mess up your keywords strategy. It’s the starting point of search engine optimisation, and it’s at the heart of it. When gathering your keywords, look for and use keywords that match users’ search intent. It's not enough to just put in any keywords you can find. The keywords must have an intent that matches the search intent of your users.  

There are three types of keyword intent you must understand and match. They are:

Understanding and matching your content with the particular user or keyword intent is critical. Google considers it before displaying results to users.

Your keyword strategy can also include more than one keyword for the same copy, and actually, it should. Use Google’s Keyword Planner or other free or paid keywords tools to research keywords. After you pick your main keyword for the article, get a few more that are related and relevant to your copy and users’ search intent.

For example, if your primary keyword is ‘SEO for beginners’, you can also target and optimise your copy for ‘SEO fundamentals’ and ‘SEO basics’. This way, if your target audience enters any of these three keywords, your copy will be displayed. 

Be careful and avoid stuffing your content with keywords in the name of optimisation. You'll get the opposite effect instead. Google is smart enough to know that's what you're doing and will penalise you for it.

 

2. Use Killer Intros

 

Make your introductions memorable. You don’t always have to be dramatic, but remember that you’re not writing a novel. So, even though your audience may read books meticulously from start to finish, they usually skim through online content.

Knowing this, aim to capture and hold your reader’s attention from the outset. Also, ensure that they know what they will gain from consuming your content. Start delivering value from the intro. Your introduction should be Captivating, Relevant, and Concise (known as the CRC rule).

Lastly, as it relates to your introduction, ensure your keyword appears in it. The goal here is to shoot for your main keyword to occur early in your copy. This is important for Google and your readers. Both of them need to see the search term early enough to determine relevance.  

 

3. Optimise Headlines And Meta Tags

 

Since users get to your copy from search engines, you need to optimise what they see there. Users make ‘click or no-click’ decisions based on what they see. In other words, they start categorising your content as relevant or not relevant from what Google displays to them. Your SEO content strategy must include optimising what users see on Google.

What do you see displayed in search results? They are the headlines and meta tags, and you must ensure these are optimised with the readers in mind. As with the intros, use killer headlines. 

The CRC rule applies here, too. Your headline is the first thing they encounter. If it's not captivating and relevant, most users will not bother clicking. And if it's not concise, Google might truncate it, which means that your audience may not get to see the whole thing and make sense of what your content is about. For headlines, concise means 60 characters or fewer.

While it is true that not everyone reads the description, you shouldn’t take chances. Those who read them are important too, so optimise it for them. The same CRC rule applies again – captivating, relevant, and concise. Give them a reason to click and come to your site.

 

4. Speak Your Audience’s Language

 

How do you know the language your audience uses? Several tools can help you, but the place to start is Google itself – look at the related searches section.

After typing in your subject or keyword into the search, hit Enter. When the search results show up, scroll down to the related searches section, and you'll find what you’re looking for.

Those related search terms are the exact terms that your audience is using. Speaking their language is as simple as incorporating some of those terms into your copy. You don't have to modify whichever ones you choose; use them as is.

Another aspect of speaking their language is writing at their level. If your audience comprises professionals, by all means, use industry jargon. For a general audience, write in simple, easy-to-read language.

 

5. Aim To Appear On The Featured Snippet

 

The featured snippet is the little box that sometimes appears on top of the SERPs when you search for something. It typically contains small but relevant information on what was searched for. Appearing there is fantastic for both brand exposure and organic clicks.

Not all searches on Google results in clicks. So, even if users don’t click through to any page, the result in the featured snippets gets brand exposure.

How do you get to be featured in that snippet? Whenever you’re addressing a question that you can answer in a few sentences, ensure you include those few sentences within your content. Doing so increases your chances of being in the featured snippet.

 

6. Optimise For Voice Search

 

Whether or not you have started using voice search, understand that many people now do. So you should optimise some of your content for voice as much as you can.

Statistics indicate that about two-thirds of people in the 25–49-year-old age bracket speak to their voice-enabled devices once a day at the very least. And around 4 in 10 people who use voice-activated speakers, according to Google, talk to their phones as if they are humans.

What this translates into is that search terms are framed as questions rather than traditional keywords. Whatever you do, don’t miss out on this crowd by not optimising for voice search.

Employ these six tricks when writing your next SEO copy and you are sure to rise through the ranks on the search engines. That's not to say that optimising your copy for SEO is easy. As you might have noticed from the article, you will have to do a lot of research using different tools; some are paid-for, some are free – but it is achievable.

If you feel like it is too much work or that you might not be able to cope with staying on track with the other parts of SEO that are always changing, you can get an excellent SEO copywriting agency to handle all your SEO copywriting. Good luck!

The decline of the high street has shown no signs of stopping, and more and more people are turning to online shopping – and that includes food. Taking your slice of the online sales pie requires more than great pictures of your delicious grub. You need to make your product sound as good as it looks by writing content that has the reader being able to taste the food. Investing in a food copywriting service to write descriptive content that will appeal to the reader’s senses is the way forward. 

This will not only boost your sales but make a more pleasant experience for the customer. People love their food, and like anything they are going to purchase, they want as much information as possible before hitting that Buy Now button. 

Who’s Invited?

When writing about the food you need to imagine you have guests over and write as if you are at the table. How would you describe the food? How would they describe the taste? What would you talk about? What can you tell them about what you are offering? Building an image where they can picture themselves eating with their friends and family is a sure thing to convert the reader to a buyer.

The Aftertaste 

A photograph of some delicious-looking food on social media may get their attention to begin with, but it’s the writing that will make their imagination run wild. You will want them to engage their taste buds and want to devour the advertised food immediately – they may even make an order right there!

The reader should be able to get an accurate idea of the flavours and taste of the food. Look up food copywriting examples to get an idea of how the writing should be. These will give you some tips and you can implement these techniques into your product descriptions.

Engage the Senses

Taste

How can they buy food if they haven’t tried it? Great informational and very descriptive writing will do the trick. The reader needs to know everything, from when it first hits their tongue with the first bite, and how it tastes afterward. Does the food taste like anything in particular? What can you compare it to? If it’s spicy, tell them how much. Think of a chocolate-bar advert on TV, they will show you the inside and every angle and maybe the caramel oozing out. But that’s not all, they will have a voiceover explaining how crunchy and tasty the chocolate is. That’s because the imagery is only part of it, they need to get your senses going by being descriptive.

Smell

Take the reader down a path of pleasure by eloquently describing the aroma of the food. This is a sure-fire way to conjure up their thoughts and sensitise their brain to the smell and taste of the food. Use words like fragrance, aroma, scent, fresh flowers, and other pleasant words that will bring up pleasant thoughts of food.

How Does it Feel?

Tell the reader exactly how it feels in your mouth. Is it tender? Smooth? Crunchy? Letting them know the texture of the food will enhance their imagination and combine all their senses when thinking of the food.

Ingredients 

Remember to explain what’s actually in the food and what it doesn’t contain. It’s easy enough to lyrically explain how wonderful and amazing the food will be without actually telling them what they will be eating. Are the readers a vegan? Does your food contain any animal products?

Some of the readers may have a nut allergy, so you want to make it clear quickly in the description if it contains nuts or any other particular allergies. You don’t want to get them all excited with your passionate writing then they discover they can’t eat it. This would put them off your brand completely, especially if they had a serious allergy.

History

Remember in the movie Forrest Gump and Bubba’s long-running family shrimp business? Well, that’s exactly what they want to hear. Not about Bubba’s family per se, but about the history of the food. If you made it from an old family recipe, someone brought it over from their original country, or it was only recently put together through trial and error, let the reader know. It may not be exciting or all that interesting, but it will help you boost your brand if you add it’s history and may connect with the reader.

The Theme of Your Brand

Boost your brand with the products on offer by creating a theme. Although they will individually stand out, linking them with a theme will strengthen the marketing of your business as a whole. This will help your conversion rates and will build trust between you and your customer. If they see a product advertised that they haven’t tried before, but they remember they had something else that they loved of yours, they will be inclined to give it a try. 

Take Note

Online shopping for groceries shows no signs of slowing down, with approximately 60% now opting to do so. The current climate is also having a huge effect on online sales across the board and many people are choosing to stay home. This is not only more convenient and safer for both customers, business owners, and staff. So, it really is the best time to implement great writing into your product descriptions with so many potential customers.

To maximise your sales and provide an overall customer experience you need to have great descriptive writing to match the product images. Hiring a food copywriting agency to do so will be a worthwhile investment that will make your site look more professional, enhance the customer experience, and of course, boost profit.

How you brand your business is crucial because it affects how people perceive it. If their perception is favourable, you’re in good hands. If it is not, you’ll struggle to win new clients. To an extent, your construction business’s ability to land new contracts is at the mercy of your branding.

Even before people get to do business with you, they have a preconceived notion about who you are and what you represent. While you cannot control what people think, it is your responsibility to ensure they believe the best about you. You have to use everything you have to ensure that – this includes your logo, website, articles on your blog, posts on your social media accounts, and so on. 

As such, you have to use the best people to do the best work. You need the best social media managers, graphic designers, and construction copywriting service. Still, you should operate within your budget. But don’t forget that what you'll get will be commensurate with what you paid for with respect to these services.

So, how do you build your brand in the construction industry?

1. List The Things You Want To Be Known For

An excellent brand is a merger between a great personality and the promise of excellence. Yes, brands have personalities.

Sit down and think hard. What do you want your audience to know your brand as? What personality do you want it to have? Do you want it to be warm and friendly? Reliable, trustworthy, and synonymous with quality? Other traits you might want to think about are professional, fair, well managed, and good value.

Think really hard and then decide. Everything else that will be executed in the brand creation and reputation building process will depend on it.

Once again, you must carefully choose the traits you want your brand to have. The entire brand creation and management process will be focused on ensuring that your business is consistent with the characteristics you decide upon. Anything other than that will result in an inconsistent brand, and people don't want inconsistency. 

2. Decide On Your Brand-Building Budget

You will need to create several of your brand assets, and that costs money. Naturally, this should be a percentage of your marketing budget. However much you choose to budget, know that you will get what you pay for as already stated above.

Some of the assets will only require a one-time monetary input. Others will require some form of financial input from time to time, so budget wisely.

When budgeting, know that some of the money will go into the initial brand creation. Most of that investment will be a one-time cost. But you will also invest in brand management activities, so the other portion of that budget will be for these activities.

3. Create Your Brand Assets

The first and most important brand asset you will need to create is your logo. Choose a logo that represents you. It must be unique and stand out and should contain elements that tell people what your business is all about.

When it comes to designing your logo and other brand assets, there are several options for you. Some of them are low cost, while others will require more significant financial input.

4. Establish Your Presence On The Internet

Now you’re ready to storm the internet. Create a website that matches or complements your logo in colours. Do not settle for less when creating your website – it is both a branding and a marketing asset. Make sure it’s excellent and represents your brand very well.

You should create a blog on your website where you post content about construction. This will help you build authority in your industry. You can check out other construction websites for some construction copywriting examples. Besides your website, create branded social media accounts and build an audience and a loyal following there.

The last part of establishing your presence on the internet is gathering reviews from happy customers. Have them leave reviews for you on Yelp, Google My Business and other platforms. Potential customers often read reviews online before making decisions.

5. Brand Your Best People

As a construction company, it is not enough to brand your business. You also have to brand your best people. Potential customers want to be sure that the people in your company are also experts in your industry. This reassures them that working with you will mean working with the best. Most people don’t just look at the company’s profile; they also research the people who work there.

Consider it as an investment, because however much money you put into branding your people as experts will pay for itself many times over. People want to work with experts, and they are willing to pay for it.

Branding your construction business is an essential part of your marketing and should not be taken lightly. To create a successful brand, you will need to decide on what you want to be known for, budget for its creation and management, brand your best people, and create a logo, website, and social media accounts. You also have to establish your authority in your industry by blogging about construction.

If you have an in-house branding and copywriting team to carry out all these activities, that’s a good thing. But in most cases, you may want to devote your time to closing new contracts and delivering outstanding results and experience. In this case, you will need a branding agency to help with brand asset creation and an excellent construction copywriting agency to handle all your copywriting and put you at the top of your industry.

Sports are a great way to spend your time, whether it’s watching, playing, or talking about them. Some people even have the urge to write about them. More and more people choose to start their own sports blogs because they wish to share their passion with the rest of the world. If you have a similar desire, then perhaps we can be of service, thanks to our sports blog writing service. Below is a detailed plan of action for someone interested in starting their own sports blog or website.

1. Determine Your Niche

When it comes to blogging, the important thing to keep in mind is that if you’re going to be writing regularly, you should stick to a sport that you’re really interested in. Alternatively, you could explore a topic where your interest could develop at a fast pace. 

For example, if you’re a college cricket coach, it’ll be a lot easier to write about college cricket compared than the US Masters golf tournament. Make sure to narrow your focus to one sport or one team. 

After determining a niche that you’re really interested in, you should carry out a competitive assessment. Competitive analysis tools are available everywhere; Google offers one, too. The chances are that you might find a website that’s already covering what you plan to write about. So, you need to figure out how to make yours stand out. Offer something that other websites don’t. 

2. Choose a Name 

There are more than a billion websites out there so it’s hard to find the perfect URL. Even if you spend hours coming up with your ideal name, it’s likely already to have been taken. 

A lot of well-known phrases and names have already been claimed so you need to come up with several ideas right off the bat. You might not get any of your top choices but don’t let that stop you.

The important thing to note is that you shouldn’t keep the users guessing. Choose a name that clearly explains what your blog will be about. Remember to keep it short so people can remember it easily. Most importantly, try to avoid commonly confused words, such as affect/effect and don’t use any hyphens or dashes in your URL. Keep it simple.

Moving on to choosing the domain; go with .com since it’s the standard. Besides, other domains might pose communication challenges since people are accustomed to .com names. 

3. Carefully Plan Your Posts

The rule of thumb regarding the length of the posts is that each one should be no fewer than 300 words. Don’t shy away from writing longer, extended posts above 1,000 words, but don’t make every single blog post a lengthy read. Also, you need to think about which visuals and videos you’ll be using to spice up your content. You can embed YouTube videos or you can use stock photos or create your own images.

An editorial calendar can help you plan how frequently you’re going to be posting blogs. It helps to have frequent entries early on in your blog as it cultivates a wider audience. Don’t make your editorial calendar too complex. You can keep on adding more columns to your worksheet as you go. It might include things like writer assigned, images required, which videos are needed, and so on. However, that won’t be until you’re well down the road. Start by simply committing to a date and time of creating certain articles and match with a weekly calendar. This way, you’ll easily stay ahead of the competition.  

4. Use a Hosting Service

You can consider hosting to be rent for the space that your blog occupies on a server. When you set up your sports blog on a hosting service, you have to pay a monthly fee. This way allows you to have more control of your blog and ownership of your domain as compared to taking the free route. 

Depending on your particular needs, free websites are fine, but some restrictions may hinder your website’s growth and monetisation capability. If you choose to self-host, you can easily make advertising revenue with several different options.

5. Install WordPress And Choose a Theme

WordPress is to blogs in much the same way as MS Word is to word-processing software. Not only is it very easy and straightforward to use, but it’s also great for SEO purposes. Follow these steps to get started:

Once your blog is up and running, you’ll probably wish to start tweaking its appearance or functionality. You should know how to do that properly to avoid adding unnecessary complications:

We Know a Thing or Two…

Our sports blog writing agency boasts a skilled team of professional writers who can get your blog in front of as many people as possible. Go ahead and give us a try; our sports copywriting service will not disappoint. 

Advertising your automotive dealership can sometimes be very challenging. You can risk being perceived as pushy, but you know what having a car will do for your prospects and you also know that you will give them a better bargain than your competitor. But how do you draw them in with your content and get them to make the deal?

An excellent first impression is crucial if you are going to get your customers to take you seriously and buy from you. In most cases, that first impression will be made using your content because this is the first line of communication that car buyers have with your dealership. So you need to ensure that your content is supercharged to convince your prospects to do business with you.

All automotive copywriting examples that successfully convert have a few characteristics. In this article, we will discuss those characteristics and show you how you can put some horsepower into your copy to ensure it converts.

1. Powerful Automotive Content Speaks To The Customer

We know you are a car-loving enthusiast, and we also share your enthusiasm for cars. But if you are going to attract customers, you have to understand them and speak their language.

Are they buying out of need, or a love for cars? Are they first-time buyers? Are they buying for status? Having a proper understanding of who your target audience really is will go a long way to help you communicate appropriately with them.

In many cases, your audience will consist of several of these groups of car buyers. This means you will have to publish several articles and social media posts speaking to the different groups. In each case, you must bear the particular group you are talking to in mind to speak to them effectively.

When writing, speak directly to the reader by writing in the second-person voice. Use 'you' and 'your' instead of 'he/she,' 'he/her/they.'

2. Powerful Automotive Content Focuses on Keywords

Each piece of copy you write has to be optimised with the right keywords. Keywords make it easy to find you. You will not be found if you do not optimise, and if you won't be found, there's no need trying to reach your audience in the first place. The keywords you use will depend on the language of the group you are optimising the content for. If you are looking to reach a luxury car audience, who is searching for ‘best luxury cars 2020’ and you're optimising your content for ‘most affordable cars 2020’, you will likely miss out on your audience.

Research the search terms that your target audience is using. Include those keywords in the title, website headers, blog and social media post titles, subheadings, within the first three paragraphs of your article. Be careful, though, not to stuff your copy with keywords. It may harm, rather than help, your ranking.

3. Powerful Automotive Content Is Readable

Properly structuring your copy so that it is readable and easy to navigate is very important if your automobile copy is going to have the desired impact of educating your audience, generating leads, and converting prospects.

Excellent automobile copywriting requires you to:

Readable copy also means that your copy should be scannable. This is crucial since many people do not read the entire copy. They scan through for important information or anything they can find. You must ensure that when this is the case, they find the most critical information fast. This is where the structure of your copy comes in.

4. Powerful Automotive Content Is Relevant

If your content is not relevant to your audience, then it has failed even before starting. Do not use clickbait-style headlines to draw people in. The content of the copy must match the headline, and both must be relevant to your audience. If you use links in the copy, they must also be relevant to the copy. For example, if you write about car maintenance and include a link to the best repair shop in town, that's okay.

 

5. Powerful Automotive Content Is Educative

 

We know that your goal is to market your dealership and sell cars. But it would be best if you focused on adding value to your buyers. Spend time educating them. It doesn't matter whether you are creating copy for email, social media, or your blog – focus on educating your audience.

While this might seem like giving information away, the sales process is an educative one and educating your audience positions you as the authority. When they do decide to buy they will come to you. A good rule to follow, especially on social media is to have 20% of your content be marketing oriented while the other 80% should be educational. Most people fail here and make the majority of their content marketing inclined. What this tells your audience is that you are only interested in the sales and not them. 

Focus on solving problems that your audience has. If they are having a hard time deciding whether to go for an automatic or manual transmission, write a copy on the differences between them. If they have issues financing their car payment, create an article on the best ways to finance a car payment.

 

6. Optimise For Local Search

 

So many people are now conducting 'near me' searches. As a car dealer, you should not miss out on the incredible opportunities that exist to draw in this massive traffic in local searches. Create a free business profile and ensure that the information in your Google My Business profile is correct. This will make it easy for people searching for car dealerships in your area to find you.

7. Use Social Media

Studies show that around 40% of all car sales start on social media. As a car dealer, your chief aim of producing content is to sell cars. You need to charge up your copy to get the sales you are after. So your content needs to speak to your audience. Content that cannot talk to and convince your audience to come into your dealership will not help you. Also, you need to make it easy for your audience to find you so you also need to optimise for SEO so that your content can be found.

Except you have an excellent in-house copywriter, you will need the services of a reputable automotive copywriting agency that will ensure you get tangible results with the content they write for you.

Dedicating time and effort to create evergreen content is a wise thing to do. It will save you time, money, and energy in the long run.

One of the worst things about publishing other content types (for example, content about new tactics) is that they all have an expiry date on them. These new tactics will become old, and you'll need to publish something new.

The best type of content is evergreen content. It should always be your primary focus as a copywriter or if you hire a copywriting service to do your writing. Before highlighting some of the major benefits of evergreen content for your brand, let’s define it.

What Is Evergreen Content?

The most important things to note about content that’s evergreen are its unchanged value and relevance over time. In other words, irrespective of market and industry trends and changes, this type of content remains useful over time.

The term evergreen comes from trees and plants whose leaves are always green, irrespective of the season. Evergreen content can be classified as:

  1. Content whose value and relevance are unaffected by time, changes, and trends. One example in this category includes something like, ‘the principles of ABC’. Principles transcend time and will therefore always be relevant.
  2. Content that is occasionally updated to reflect changes that have occurred over time. For content in this category to qualify as evergreen, it shouldn't be one that needs constant updates. For example, ‘The Ultimate Guide To The Best Places To Visit In England’ won’t need changing every month – but it may need updating every couple of years.

Generally, when creating content in the second category, you should not include dates, numbers, or URL. So the example given above is better than the ‘The Ultimate Guide To The Best Places To Visit In England In 2020’, otherwise you would have to edit the title and every other place where the year 2020 appears every year.

The Importance Of Evergreen Content

At this point, you are probably wondering why you should use evergreen content, and how it benefits you. Here’s why:

1. Creating Evergreen Content Now Means Less Work In The Long Run

When you employ a content strategy that sees you creating new content every time, not only will it tire you, you'll lose time and traction. That's beside the fact that it’s a recipe for creating content that quickly loses relevance.

While you may put more into creating evergreen content since it is considerably longer than other content forms, you will still be reaping the benefits for many years to come. You will also be getting plenty of shares and backlinks from it, especially if it has performed well and because of its value.

2. You Benefit From Its SEO Strength

Evergreen content is a favourite among search engines. One primary reason is that people find them very valuable and spend time on them. That time spent (called ‘dwell time’) signals to Google that the content is valuable – something they want for their users. The result is that your content begins to rank higher.

Another reason it is smiled upon is that evergreen content is usually in-depth. While Google is a search engine, there is a preference for in-depth content that answers users' questions. So, if a user can find what he is looking for in one article, as opposed to reading through dozens to get what he wants, that one article will be prioritised over others.

Thirdly, evergreen content enjoys a lot of backlinks, which is at the heart of off-page SEO. The reason for this is that it’s mostly considered as a fully-fledged resource because of the quality and how much information it contains. As a result, many websites link to it. The more those incoming links are from other trusted and high DA websites, the more value Google places on them, and the higher the rank.

For this reason alone, if your content is produced in-house or you hire a qualified content writing service, ensure they produce evergreen content as often as possible.

3. Shares

Since evergreen content is in-depth, relevant, and useful as a resource, they usually get a lot of shares. That's great for several reasons, including brand exposure.

Think of it this way: If you found a valuable content on the internet that solved so many of the problems you were having in an area, let’s say in your business, and you have a friend that also has those same issues, will you share that content with him? Of course, you will. That's the power of evergreen content – a lot of shares resulting in a lot of organic traffic. Yet, if the content simply contained one minor information you could text or tell him whenever you met, the chances are that you might not share it.

4. Promote As Often As Possible

One good thing about evergreen content is that you can repeatedly promote it on the various social media platforms. In many cases, you might need to edit and update a few information, but that's as far as it goes. And since you know it always performs, and your audience will always find it relevant, you can be sure of the results you will get each time you promote it.

5. You Become a Smarter Marketer

Because evergreen content is relevant over a long time, you will have more data and results to analyse. With each promotion you run, you can see what works over time and what doesn't. You will know exactly what to adjust in your marketing strategy.

The result is that over time, you will save a lot of money in your marketing because you will be putting money into what is proven to work. This is as opposed to promoting new content every time.

6. Repurpose It

You can always repurpose evergreen content and use it across different digital platforms. Yes! That it’s a long-form content doesn't mean you cannot split it and use the pieces in other places.

There are several types of evergreen content you can create for your readers, including, detailed guides, how-tos, the ultimate lists (detailed listicles), and several more. As part of your content marketing strategy, ensure that you create as much of these types of content for your audience. The benefits to your brand are endless. Some of them have been mentioned above. One of the best parts is that you'll be using it for several years to come without it losing its relevance.

If your content strategy doesn’t include evergreen content, you need to go back to the drawing board. Find a reputable copywriting agency that can help your business in creating these types of content – you’ll be glad you did.

In most cases, what's most challenging about copywriting isn't writing the copy itself; it's doing the research. For most people, once the research is complete, the writing is straightforward. But to get the materials, information, and relevant ideas for the copy – that's the hard part.

In this article, we’ll take a look at the process of carrying out thorough research for your content. Take this as a framework for carrying out your research, not a hard-and-fast rule. Every excellent copywriter or copywriting service will have its process of researching topics. However, it will contain most or all the elements that will be discussed here.

 

1. Do You Know What You’re Looking For?

 

Before you can begin your research, you have to figure out what it is you're going to be looking for. Without this, you'll probably spend too much time on your research. So, if a client gives you a topic to write about, be it about a product or service or something else, you’ll need to figure out what you're going to be writing about that.

There is a lot to write about any single topic. Define your angle and critical points you want to touch on. Sometimes, it's your research that will reveal this to you, but there's no harm in starting with something. Find out what your client has in mind. This is crucial because sometimes, client satisfaction is not about your writing prowess or how excellent the copy is, but about whether or not you touched on the things they wanted you to cover.

There are some occasions where your client gives you a topic to write about and nothing more, and in which you know nothing about the subject. What do you do? Dive right into the research. That's the only thing you can do. But starting from nothing means that you have to do more in research and learning than if you already knew about the topic or were given something other than a title to work with.

 

2. The Journey Begins With Google

 

OK, you may not necessarily start with Google – maybe you use Bing or other search engines. That’s fine, but since more searches are carried out on Google than on all other search engines combined, it makes sense to start there.

It's also possible that your research journey begins with a book. That's fine, too. The crucial thing is that you have something to start with from which you can immediately begin gathering and shaping the information you will be writing about. But for many people, the journey begins with a digital search.

 

3. Get Your Hands On Every Related And Trusted Material You Can Get

 

Every person who provides a terrific content writing service knows that the first few results you get on Google will, most likely, never be enough. Being a researcher means you're like a tracker dog. You keep following the scent until you get to the end of the trail.

The initial results you get from Google may or may not be good enough, but it is how your search trail starts, and will, in most cases, lead you to the next piece of the puzzle. Depending on how much and how valuable the information you’ve got at this point is, you want to start looking for trusted material. Trusted materials are simply materials from trusted sources – e-books, books, essays, videos, and articles – written by experts on the subject.

This step is essential since you don't want to join the millions of people publishing misleading information every day, on and offline. The more trustworthy the information you get, the better you can frame your angle, argument, and the entire structure of your write-up.

 

4. Don't Forget Your Competitors

 

There's too much similar content out there, so you need to publish something that stands out. This is especially true if your content is for a website, in which case part of your research will be to study your competitors. Look at what they’re doing and differentiate yourself or your copy by providing what they are not.

Don't just do something different for the sake of being different; that's not good enough. If you have to add your voice to a critical matter, you should. But provide the value that they are not with your content and write it in such a way it is distinguishable from all others.

Get In Touch With The Experts

Very often, by the time you finish the previous step, you will have more than enough to write about. But thorough research doesn’t end without speaking to the experts on the topic.

There are several reasons why you should interview or contact experts on the subject. One of them is about getting the most current information. Some industries are developing rapidly, so staying current is what you should aim to do every time. 

Experts are the ones who will be on top of the latest developments in a particular industry. They know what’s relevant and what isn’t, and will be incredibly beneficial to you when you contact them.

Researching your copywriting isn't always a straightforward thing. You may have to go forth and back the steps outline, or even carry out other steps not mentioned here. But if you only did the ones we have listed here, you will be far off.

This framework works wonders. As an established and reputable copywriting agency, we make use of it, and it delivers. True, our research methods may sometimes be industry-dependent, which means there are occasions where we go beyond what is outlined here, but the backbone is always the same:

Do this and you'll be surprised how fast you move from a total novice on a subject into one that knows so much. And, if you want someone to write your copy, we're always here for you – please get in touch with us today.

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. 

Types

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

Table

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.

Paragraph

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.

List

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.

Format

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. 

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