Copywriting is the Key to the Best SEO
Ever had an "AHA" experience?
How did it feel?
Maybe not quite like the original mythical 'AHA' moment experienced by Archimedes in ancient Greece when he jumped out of a bath naked. He was shouting "Eureka" (Greek for "I found it") when he discovered the answer to a displacement of water in the bath.
Maybe your AHA experience was an insight into an aspect of life that you had not known before, a leap of faith, or a near death experience, or a simple truth about time. It can happen in an instant.
Unexpectedly.
Effective Copywriting is the AHA moment of SEO.
Here's why:
Your Watch is Not Broken
Out of all the time spent in planning an SEO campaign, the most important moments are creative ones when carefully chosen words (including keywords) are used to create catchy titles, a compelling USP (unique sale proposition), and persuasive copy that converts. Time saved and invested wisely in copywriting pays big engagement dividends.
Bull - It's Not a Cookie Cutter Solution
Copywriting does not need to be long winded to be effective. Our online attention spans are short, impatient, and demanding for engaging content. For example, videos are much more engaging than written words on a page. We participate in the video content in more depth than reading text. Yet usually the video is planned, and copywriting is behind the script used to make important points in the video. Slides shown during videos have key words and concepts. Infographics rely upon keywords combined with graphics. Red Bull is a prime example of how using a few words - including musical lyrics - with extreme sports video footage is effective in marketing their brand. Their 2014 promo ad is an example. Get Your Wings hashtag.
How did it feel?
Maybe your AHA experience was an insight into an aspect of life that you had not known before, a leap of faith, or a near death experience, or a simple truth about time. It can happen in an instant.
Unexpectedly.
Effective Copywriting is the AHA moment of SEO.
Here's why:
Your Watch is Not Broken
Out of all the time spent in planning an SEO campaign, the most important moments are creative ones when carefully chosen words (including keywords) are used to create catchy titles, a compelling USP (unique sale proposition), and persuasive copy that converts. Time saved and invested wisely in copywriting pays big engagement dividends.
Bull - It's Not a Cookie Cutter Solution
Copywriting does not need to be long winded to be effective. Our online attention spans are short, impatient, and demanding for engaging content. For example, videos are much more engaging than written words on a page. We participate in the video content in more depth than reading text. Yet usually the video is planned, and copywriting is behind the script used to make important points in the video. Slides shown during videos have key words and concepts. Infographics rely upon keywords combined with graphics. Red Bull is a prime example of how using a few words - including musical lyrics - with extreme sports video footage is effective in marketing their brand. Their 2014 promo ad is an example. Get Your Wings hashtag.
Old School Copywriting vs New School
Old School copywriting did not take into account the speed of the internet and impatience of prospective buyers on the web. You may already know this. Usually we are asked to buy something directly through persuasive copywriting. We get hooked at the beginning and dragged down into an obvious offer. For many, it's too much in-your-face. You may have seen these long web pages with persuasive sales copy, amazing benefits, red colored subtitles, rave reviews, and an offer that you "can't refuse" at the end. This is the "old school" of copywriting. It is still effective, and gets conversions, but has not adapted to the internet reader in my opinion.
The new school of copywriting recognizes the internet reader, Google's approach to content, and the need for a user generated engagement versus a forced overkill of persuasive methods. We are offered free content, or a free trial so we can see the quality of the product before we decide to buy. The new school of copywriting puts you in the driver's seat to make a free choice because you usually know instantly whether you want to trust the words, the images, and the brand. Conversions are first done through subscription to the content, then continuing engagement. A purchase has to be earned rather than forced. For Red Bull , the content is so compelling that the energy drink of choice is their brand for their millions of loyal followers.
Effective Copywriting Engages and Establishes Your Authority
The best SEO or search engine optimization is when your content is compelling enough to have readers share, engage, +1, like, re-tweet, and "vote" a big yes to what you present. This establishes your authority in their minds and if there is an offer to subscribe to your content, then they will sign up for the free email or report, or ebook. Google has changed their algorithms to include social engagement also known as "social signals" to the extent that it has become an important aspect of page ranking.
Copywriting is the number one SEO method when it is proven to Google to be important and relevant enough by social engagement. For small business owners, it is often hard to develop the quality and quantity of copywriting needed to add more content to a web site, YouTube channel, or blog. Usually a content marketing consultant or strategist will be retained on a monthly basis to provide the planning, creativity, and content to establish a strong foundation and structure for better SEO.
next > SEO Tips Part 4 - Goodbye Yellow Brick Road - Link Building Schemes, Pagerank
Copywriting is the number one SEO method when it is proven to Google to be important and relevant enough by social engagement. For small business owners, it is often hard to develop the quality and quantity of copywriting needed to add more content to a web site, YouTube channel, or blog. Usually a content marketing consultant or strategist will be retained on a monthly basis to provide the planning, creativity, and content to establish a strong foundation and structure for better SEO.
next > SEO Tips Part 4 - Goodbye Yellow Brick Road - Link Building Schemes, Pagerank
David Brown
David Brown is an award winning internet marketing consultant and Certified Content Marketer. As owner of Logion Web Design, he has been in the SEO and content marketing industry since 1999. He is the sole author and publisher of this blog, Likes, Tweets and SEO, and also is the owner of Dentist Webmaster LLC, launched in 2013. He offers consulting and is accepting qualified accounts for monthly advanced SEO and content marketing services. His dog's name is Shaman.
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