What You Need to Know About Writing SEO Copy
The SEO copy that you choose can make the difference between your website ranking high on a search engine results page, or never reaching the eyes of your target audience. Compelling on-page SEO copy will include specific keywords and focus on a particular topic that provides value to the reader. It will also be enticing for the searcher to click on when your headline pops up on Google. Here are a few ways to do that.
What is your audience typing into the Google search bar? What query will ultimately (hopefully) lead them to your website? Keep this in mind when researching which keywords to include in your copy.
If you have no idea what these phrases are, don’t worry. There are plenty of keyword research platforms, like Ahrefs or Google Keyword Planner, that allow you to type in one keyword in order to pull up other potentials. For example, if you’re a car mechanic, your results might look like this:
Now that you have an idea of what keywords to start including in your content, it’s time to consider what that content actually is. Create a list of topics that you think your ideal audience would be interested in.
Sticking with the example of a car mechanic, your list of content ideas might look something like this:
- How to Find the Best Auto Mechanic Near Me
- Do I Need Transmission Repair?
- The Most Common Car Repairs Drivers Need
You get the idea. Take an existing keyword and think of what kind of search a consumer might make that would involve this phrase. Your content shouldn’t be self-serving, however. You want to provide value to the reader by offering advice, helping them solve a problem, or otherwise providing them with useful information that will benefit them.
When scrolling through the options in a search engine results page, the first thing your potential audience will notice is the headline. This is one of the most important components of your on-page ranking, and should have some thought put into it.
The more relevant that your headline is to the user’s query, the more likely it is to pop up. So include your keyword within the title tag of your chosen platform. Just make sure to keep it natural and succinct – the best headlines are typically around 70 characters.
Whenever possible, try including a call to action at the end of your article. Don’t be afraid to ask for what you want, whether it’s signing up for your email newsletter or signing up for a complimentary consultation.
Include a link to spots on your website where they can learn more about your services, call out your social media channels, ask them to leave a comment, pose a question – anything that probes further and encourages them to reach out. You’ll see your engagement grow.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.