Online_search_content_marketingWhere do you start when you want to find a service or product?

Most of us start with a Google search. Some may use other search engines, but Google is still the most popular by far, around 90% of searches in 2018.

If you want to be found on searches, you need to be continually assessing and improving the content on your website.

How do you get to the top of search results?
Everyone wants to be on page one of Google but how does Google rank your website and decide where it will appear for a specific search?

Content marketing is the key to search success. Google was built to serve the best and most relevant content to its users. The content may be on a website page, blog article, white paper, video or anything else that will educate or entertain your audience.

Google will assess your web page and rank it against similar content on the web. The challenge is to achieve a page one ranking for the keywords you want to be found for and create better content than your competitors.
 
  1. Before you start copywriting website content, you need to know which keywords your customers are using to find your products or services and how many searches are being made on these keywords. Don’t waste time writing about your services or products using keywords with few or no searches being made.
  2. On the other hand, your keywords must compete with other content on the web; therefore it is also useful to know how competitive your keywords are. For example, it may be better to use a less competitive keyword to achieve a page one result than a highly competitive keyword and rank nowhere. Once you have gained some rankings you can start using the more competitive keywords.
  3. It is also essential to find out what keywords your competitors are using and where they rank on Google.
Armed with this information, you can include all the most important and effective keywords in your blog article or on your web pages. However, overstuffing keywords can have the opposite effect and get your content downgraded. To be most effective your content needs to be regularly monitored and assessed against your competitors, adding or changing keywords to improve page rank. Getting the balance right is a challenge.

Get more from your content
To make the most of the time and effort that you spend copywriting for your website or blog, you can post articles to your social media pages with a link back to your website. Google will consider the quality of links to your website and backlinks from your social media pages will help improve your website’s page ranking.

You could also use the articles in a regular email newsletter to your clients and prospects, increasing exposure for your article and providing an opportunity for more backlinks to your website.

Additional exposure can be gained by producing regular sales leaflets based on the article that can be used by your sales team in PDF format or printed copy.

Monitor and measure return on investment
To measure the success of your articles and new page content, Google Analytics provides a range of reports covering which pages and articles are visited most so you can see exactly what is working and what is not.

From your emailer system, you will be able to get statistics on exactly who has opened the email and who has clicked through to your website links.

These are just some of the ways to benefit from content marketing. Please call 01584 890725 and ask for Mark if you would like to know how it could work for your business and get a free audit for up to 10 of your keywords.

23rd March 2018
Clients often tell me that the hardest element of putting together information for their website is writing the content.

Understandably, clients want to write the content themselves because they know their business and it saves the cost of employing a copywriter. However, what they often overlook is the time and effort that is needed to write copy when you are not a regular copywriter.

This time can often be better spent developing ideas to generate more traffic to the new website and therefore increasing sales. Good copywriters can save you a lot of time and can often bring a more constructive view of your business to the content.

There is another important reason why copywriting website content should be left to the experts; keywords and key phrases. These are the words and phrases that describe your products or services and are being used by your customers on search engines to find what they are looking for. If you have not done research to find out how many searches are being done for your keywords, your pages will not be attracting the most valuable searches.

Copywriting_website_contentKeyword copywriting and content marketing
Do you know how many searches are being done on your keywords or what keywords your competitors are using?

If your competitors are being found for high performing keywords and are above you in page rankings, these are the keywords you need to incorporate into your own pages.

Using industry standard software, we can find out a range of information such as:
  • Where your competitors are positioned for the most valuable keywords.
  • What keywords they use to rank on Google.
  • What keywords they consider to be important.
  • How competitive the keywords are.
The software also provides us with invaluable information to help optimise your web pages.

When you write your content, you should include your keywords on the page in a balanced way; too many repeated in a small amount of copy and you will be penalised for spamming. Your copy should be interesting and easy to read; write for your audience first, then for the search engines.

If you want to (or must) write the content yourself, subscribing to one of the many proprietary software tools provides you with a definite advantage over your competitors and will make your time spent at the keyboard more productive.

Alternatively, save the subscription and the time and pay a content marketer to do it for you.

Give me a call on 01584 890725 to find out how to get a better return on your time and invest in content that will help grow your business.

Mark Langston
 
 
Website design has changed significantly over the years and is constantly evolving as our use of the web via different devices increases.

Web-design-and-user-interfaceA web designer will consider a number of factors that will determine the navigation, layout and placement of content on a website to get the desired action from the user.

You may have noticed that modern web designs generally follow a similar theme these days. There is a good reason for this. From studies on user interface and the use of eye tracking software, we now understand what attracts a viewer’s eyes and where they tend to look first. We can then make sure the important information such as menu and calls to action are placed within these areas.

There are other factors to consider, such as how search engines will rank your web pages from the content and keywords on the page. The headings and where they are placed will influence which keywords search engines will prioritise and rank your page for.

These are the stages a designer will go through when developing your new website:

Research
  • Competitors.
  • Keywords (software is available to help with this).
  • What makes your business unique in your market?
  • Visitor analysis if you have an existing website (use Google Analytics, if installed).
Site map, navigation and wireframe
  • What do you want to communicate?
  • Plan the navigation and pages needed.
  • Consider content for each page, text and images.
  • It is more efficient to design around your content than fit your content into a design.
  • Create a wireframe for your website.
Copywriting and keywords
  • Identify best performing keywords.
  • Include keywords in your headers and your content.
  • Break down information into bite sized chunks with sub headings.
  • Write a new page for each subject and set of keywords.
  • Select suitable images to complement and break up large areas of text.
Engage and convert
  • What are your main messages?
  • What do you do, how do you do it?
  • Required call to action: sign up, telephone call, gather information or email?
  • Testimonials, reviews or case studies to back up your content.
Search Engine Optimisation
  • Build your site to the latest web standards.
  • Develop the site to ensure search engines can crawl all of your pages.
  • Check for errors and site issues before going live.
  • Continuous research and improvements to pages and content.
  • Measure and monitor keywords and site rankings.
Your input is valuable at every stage to of the design process. Whether you decide to write the content yourself and supply images or hire a copywriter and photographer, you should always have the final approval on how your business is presented on the World Wide Web.

Mark Langston

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