Search Engine Copywriting: Focus on One Topic
Perhaps the simplest of all the lessons I have learned about writing for search engines is to keep my pages simple. That is to say, whether I am thinking about my readers or about Google, there is a huge advantage to keeping most of your pages confined to a single topic.
There are three approaches I take to the creation of a page, and each has a significant impact on how high the listing for that page appears on Google.
>> #1 – When I don't think about Google and cover multiple topics.
There are times when a page is put up simply for the benefit of my readers and, for one reason or another, covers a number of different topics.
A simple example of this would be a page in the Excess Voice newsletter archives. I archive all issues, so visitors can browse their way through previous articles and reviews.
From Google's point of view, these pages are very unfocused. A particular newsletter might include an article on one subject, a review on another and reader feedback on yet another. As a result, Google sees a mix of unrelated topics, gives a digital shrug, and rewards me with a horrible listing across a variety of keywords and phrases.
>> #2 – When I do think about Google and cover multiple topics.
Let's say I am reviewing a service of a fairly general nature. As an example, we'll pick a site that offers a variety of marketing services for companies online. My review may cover search engine optimization, newsletters, buying AdWords, buying newsletter ads and banners.
In other words, by the nature of the services being offered, my review tackles a number of different topics. However, I'd like to get some Google traffic to that page, so I might even use WordTracker to find some good key phrases. Then I'll include that phrase in the page title, meta tags and in the headings and text.
Will that help me? Probably not. The problem is that Google will find my key phrase, take a peek at my text for related phrases, but then find a whole bunch of unrelated topics. The result? Page 10 on Google for my key phrase.
>> #3 – When I hardly think of Google at all, but focus on just one topic.
This is when I deliberately confine my page to a single topic. Sometimes I give very little, if any thought to keywords or Google. I simply write a good page on a single topic. I write for the reader.
What happens? Quite naturally, I will find that my page title, meta tags, headlines, subheads and text all include a logical key word or phrase, and the text is filled, quite naturally, with related phrases.
Will this page do well on Google? That depends. If the topic is very general, like 'advertising', then probably not. But if the topic is more focused, within a smaller niche, like 'advertising in German ezines', then I'll probably do very well indeed.
>> Concluding thoughts
A lot of the time, trying to get a high listing simply by packing in keywords and phrases will do you very little good.
If I have learned one thing over the last few years, it is that if I want a high listing, I need to do just one thing:
- Write a simple, focused page on a single, niche topic
On top of that, if you use WordTracker or a similar tool to find a relevant and strong, high demand/low supply key phrase, you'll do even better.
Nick Usborne is a copywriter, author, speaker and advocate of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
New SEO Copywriting Marketing Packages Leverage Social Media and User Generated Content Sites
SEO copywriting company launches three new content marketing packages designed to bring websites maximum online visibility and build quality backlinks.
The Importance Of Web Copywriting To Online Business And Its Success
Internet has brought about many changes in the world. It now enables people to communicate with each other despite the distance through emails, live chats, play games, download researches from different search engines, and many more.
The Number One Copywriting Technique That Makes Your Prospects Read Every Word You Write
How does this sound?Today, I'm going to show you how to get a fifteen page sales letter read from beginning to end and keep your prospect magnetized to *every* paragraph along the way.
Impossible?The real magic behind these magnetic sales letters is not some mystical skill or secret formula but rather a simple copywriting concept that has been around longer than most of us have been alive.
Copywriting: Secrets of a Freelancer
Lately, I've been getting emails from other copywriters who ask me questions like "What's your secret?" and "How did you do it?" and "Can I be your apprentice?"Aw, heck, are you serious? People are talking to me like I'm some kind of demi-goddess..
Case Study for Solutions Marketing and Copywriting
Customers like to see proof that your products and services really work before spending a dime. Case studies (customer success stories, customer case histories, testimonials) are a great way to get more from your marketing and show prospects the solution to their problem. Customer success stories help you generate publicity, assist your sales force in closing more sales, and solidify your company as a solution provider.
Copywriting Questions - The World of Online Copywriting
Online copywriting has become a multi-billion dollar resource for companies that utilize the internet. There are ads, publications, banners, websites and articles that are written by freelance copywriters through the internet. Copywriting persuades or draws attention to whatever is being promoted. Good online copywriting invites a person to actually read the ad whereas bad copywriting can quickly be navigated away from.
Newly Updated Copywriting Course Helps Students Increase Sales and Search Engine Rankings
One of the longest-running copywriting courses online is now in its 4th edition. Originally published in 2002, the "Step-by-Step Copywriting Course" teaches a balance of exceptional copywriting techniques along with time-tested SEO strategies. Enhancements in the update include expanded chapters about pay-per-click (PPC) ad writing, an increased section on profile creation, SEO copywriting worksheets and more.
Segmenting Your Target Audience Through Your Copywriting
Ask any copywriter what the first commandment of copywriting is and they'll quickly tell you "Know Thy Target Audience." In order to write effectively you have to know this one group of people and know them well.
SEO Copywriting: 7 Tips
So you finally built a website for your home-based business. How exciting is that!? Now you just have to let people know you're out there.
Copywriting: 7 Ways To Trigger Emotions
You absolutely must trigger an emotional reaction with your copy if you intend to get response ? whether you're looking for a lead or a sale. It doesn't matter who you're marketing to, either: Business ? to ? business sales are still decided by human beings, just like consumer sales. And all human beings buy on emotion.
Copywriting - Clarity Is King
Copywriting is salesmanship in print, and if you can write a clear email message which gets the results you want, you can write copy which sells
There's only one thing you need to remember about writing copy, and it's this: if people can't understand your copy, they won't respond
Copywriting For The Web - Deliver Both Creativity And Keywords For Success
As more businesses flock to the Web, the need for copywriters explodes In this article, we'll discuss Web copywriting, which is different from writing copy for print or for the audio-visual media
Copywriting Tips For Beginners
Copywriting Tips For Websites
Can Honest Copywriting Succeed?
I confess--I'm a marketing heretic! I've built my career on breaking all the
rules--and one of the rules I break is that I don't hype.Do I put the best possible "spin" on the truth? Of course! But I refuse to
deceive my readers into action.
Technology Bridges the Gap Between Idaho & Minnesota as Mentees Become Mentors & Fierce RED HOT Copywriting Competition Breeds Collaboration
Although states away, Manyon resides in Idaho, and Viertel calls Minnesota home, the power of technology and the spirit of competition ignited a fierce battle to lead their respective teams to victory. In the end, Minnesota led her team to victory by 2% in the Bootcamp competition but it was a close race. Plus, the Power Planning Expert and Time Management Guru created a collaborative product of their own.