Copywriting Blog

Content is crucial to your website’s search engine performance, and this is straight from Search Quality Senior Strategist Andrey Lipattsev at Google. He revealed in a video interview that the top-two ranking factors Google assess are content and links – find the full Q&A here. It’s important to note that he didn’t specify which is number one, but content is in the top two and so you should definitely be giving yours some TLC. Don’t worry if you’re not sure where to start because we’re about to go through a quickfire SEO content checklist to help you optimise your content. Step 1: Nail your content strategy Like any marketing campaign or strategy you need to do your market research before doing anything, and when it comes to search engines, that involves user intent and keyword research. Once you know why your target audience is searching and the search terms they are using, you can...

The content on your website is one of the top-three ranking factors for Google to decide whether your pages are worthy of a hallowed page-one spot. Furthermore, its algorithm is constantly updated to improve search engines’ understanding of content – this began in 2011 with the Panda update. Read on to gain valuable insight into how long content should be and some best-practice guidelines. Check out the data The best place to start to find whether more words means better rankings is to look at what has been found in studies. 1. OkDork & BuzzSumo Study These guys teamed up and reviewed 100 million online articles to see what makes a piece of content go viral – these are the two most relevant key findings: the longer a piece of content, the more it gets shared online. The posts that were between 3,000-10,000 words long performed exceptionally well there were 16 times more blog posts...

Reliable, tangible business growth requires more than simply bringing a desirable product to market; it requires a cohesive content strategy, too. Creating a workable timetable of proposed content allows you to control your online presence, reach, and most critically, engagement with both existing and potential customers. Get content right and you’ll see your efforts translate into sustainable organic growth. It’s no secret that the most successful businesses develop highly detailed content strategies, but let’s break the process down further to fully understand why this approach yields such valuable results. 1. Savvy customers can spot an advert Few things can be as off-putting as an old-fashioned hard sell, and with audiences overexposed to them, they have become easy to spot, so what’s the solution? Many experts are now realising that the key is to avoid constant hard selling and complement it with educating – this is where your content strategy comes in. By giving your audience enough information to...

Blogger outreach is when a brand collaborates with a blogger to promote a product, brand or company. This is done by the creation of a blog post, either by the brand or the blogger, which is then published on the blogger’s site and shared across their social channels. In some cases you will be receive a backlink to your website, which can help improve your search engine optimisation (SEO). According to Orbit Media’s blogger survey, 64% of bloggers publish their content on other sites in the form of a guest post, creating a backlink to their own site. Backlinks act as votes of authority from one site to another and help improve that page’s Google ranking. If you are looking to increase your business’s online presence by working with bloggers, here are a few dos and don’ts: DO Build relationships / Personalisation  Building relationships with bloggers is vital for maintaining an ongoing working relationship. Always remember to use their...

As the World Wide Web continues to grow, achieving that all-important high search ranking is becoming increasingly difficult. Having an understanding of SEO copywriting strategies is vital to make sure your page is seen by the right audience. As search engines crawl through your site, the content on your pages can be the difference between ranking on the first page and the last. A result of the digital world continuing to develop is the forever changing updates. It is now more important than ever to ensure that your copy adheres to the latest algorithms. Although it is important to develop a strong blogger outreach strategy, an important factor that determines a brand’s search ranking is the content itself. Here are the key copywriting strategies to drive quality traffic to your site. Know your audience With Google receiving 72,562 searches per second, research and planning is key to ensure your website provides the right answers. Before any content is written,...

The best travel copywriting makes you want to visit the place you’re reading about. It’s really that simple. But great travel copywriting isn’t easy. There is so much travel content out there that it’s hard to come up with a new way of describing a beautiful beach or chic hotel that hasn’t been done before. One of the best pieces of advice is to avoid clichés. Unfortunately, the travel sector is packed with hackneyed language: all beaches are likened to paradise; the water has to be crystal-clear and the food is always to die for. You won’t inspire people with well-worn phrases like this. Tone is crucial: it needs to be authoritative but friendly and sell the destination but avoid the hard sell. The following examples show just how effective great copywriting can be. 1. 12HRS 12HRS is a great site for those planning a short break. As the name suggests, it recommends the 12 best places to visit,...

The term ‘style guide’ sounds exotic, conjuring up images of fashion shoots and advice on the season’s key trends. In the world of content marketing and publishing, style guides are anything but glamorous, but they are essential to ensuring consistency across your branding and literature. Style guides are the starting point from which your content flows. They cover more than just the written word, too. As well as laying down rules for commonly used terms, they provide a blueprint for your brand guidelines, including logos, fonts and colour palette. I come from a journalism background, and everywhere I’ve worked has had a style guide that the sub-editors and writers religiously stick to. Not following style guides allows inconsistencies to creep in, which not only looks unprofessional, it also weakens the impact and authority of what you’re writing about. Julie Sheppard, commissioning editor at Decanter wine magazine, says: ‘House style guides help give your publication its voice and...

Want to write effective content? It all starts with the brief. Skipping this vital step leads to rewrites, misunderstandings, costly delays and, most importantly – the content suffers. Stuart explains the secrets to creating briefs that maximise the chance of content that will resonate with its audience – and keep your clients coming back for more. Great news – you’ve got a new client on board. They want 100 pieces of content written in the next three weeks. Better stop what you’re doing and contact all your best freelancers, right? Wrong. You may be itching to commission your writers in a flash, but this is a risky strategy that is likely to lead to rewrites, confusion and no small amount of stress. Instead, you should put all your time and energy into nailing your content brief which will form part of your content strategy. When I’m faced with a new project, there...

There are plenty of copywriting agencies out there, looking for new freelance writers to join their team. But with so much competition in the content writing industry you’ll need to stand out from the crowd, and show that you’ve got the skills they’re looking for. Copywriting agencies want so much more than just someone who can write an article. So if you’re interested in working freelance for a copywriting agency read our guide to discover just what they’re looking for. Reliability As a freelance writer you need to be able to manage your time well. Copywriting agencies want to know you’re reliable, and that if they give you work you’ll be able stick to the deadlines and get it done. Having a freelance writer who can stay within a deadline is essential to any business, and especially to copywriting agencies. You can prove yourself as a reliable copywriter by turning up on time for an interview, sending back...

Writers are the heart of any content strategy. Even predominantly video based or podcast based delivery platforms need a healthy dose of the written word to ready things for the web. And, as with any other people you employ, writers need to be kept motivated and positive to produce their best work. If you’re reading this as a writer yourself, you know what it’s like to face a new project bristling with excitement, versus seeing it with such dread you want to procrastinate more than Douglas Adams. Whichever side of the conversation you fall on, be it a writer or one employing them, there are key strategies to keep in mind that guarantee the cup of inspiration never runs dry. Here are five of our favourites. Control creativity The age old discussion over writer’s block has likely been part of humankind’s creative struggles since the age of hieroglyphics. Creativity is often experienced as a series of sharp ideas and...