Often I have discovered that my clients have copied text directly from other websites. (Here is where I let out a loud exasperated four-letter SIGH.) Excuses for these transgressions have included:
- “I know it came from Wikipedia, but our competitors have it on their site too.”
- “There is really just one way to describe (product name).”
- “It simply couldn’t have been said any better than they already did.”
This can happen often when content is blindly requested by the marketing department from a team of “experts” from within the company. The assignments seem easy enough, but it can be hard for a non-marketing person to try to put in words what they are easily able to express in speech. So they simply copy what they found on other sites.
Once discovered, an ethical SEO specialist is then saddled with the task of uncovering and re-working any copied content.
The thing is, great copywriting is an incredibly important element of a successful SEO strategy. The key is to appear more knowledgeable about a subject than the competition. How content is structured is also important.
I’d like to give a few tips to help get you going in the right direction.
- Include the keywords in the first sentence. Search engines are going to look for information in the order it is given. Make it as easy as possible by immediately supplying the information for which you want to stand out.
- Visually break up your content so it is easier to read. Use bullet points or lists to emphasize key points. Like I have!
- Often I have heard “No one is ever going to read this stuff.” This is just wrong. A truly motivated user will read all that is supplied, and Google reads everything. Google’s eyes never get tired, never need a Red Bull, and never need to look up a definition of a word. So be sure to include as much information as you can.
- Be a local yokel. If you specifically serve a local market, use language and buzzwords that are common to that area. How do the locals describe the marketplace?
- End your content with a specific call to action. Encourage your readers to do something, and take a step to become more engaged with your company.
It can be daunting to even think of new ideas to write about for new pages, blogs or articles. If you feel all your ideas are exhausted, you can use the Analytics SEO platform’s keyword research for a new perspective. The tool analyzes up to five competitors and finds keywords that you may not have even considered previously. Since it analyzes your competitor’s sites, you can piggyback on what they are doing successfully and ultimately catapult your site up higher in the search rankings.
Want to assess how your content strategy is working? Click here to go to a free site audit. It’s easy and won’t take long at all. It can be the turning point for making an average site truly great. (Did you catch that call to action?)
By: Melissa Hogue, Platform Specialist at Analytics SEO