Date post: | 18-Jul-2015 |
Category: |
Marketing |
Upload: | wordpressperthmeetup |
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Copywriting for
Web, Blogging,
and SEODaniel Jauk
Web: danieljauk.com.au
Reading print versus web
Search engine optimisation (SEO)“SEO is the practice of improving and promoting a
website to increase the number of visitors the site
receives from search engines.” – Moz
SEARCH ENGINE OPTIMISATION
How to improve your website’s ranking
Update your website through regularly
publishing blog posts
Research popular keywords and repeat in
headings and body paragraphs without
sacrificing readability
Incorporate links – internal or external
Improve your on-page SEO through plugins
such as SEO WordPress by Yoast
Eliminate your high bounce rate.
More info: slideshare.net/LaurenBenedetti/intro-to-seo-for-wordpress
Examples of keyword research
But what about content?
Copywriting“Copywriting is writing copy for the purpose of
advertising or marketing. The copy is meant to
persuade someone to buy a product, or influence
their beliefs.” – Wikipedia
COPYWRITINGPlanning your webpage
What is the purpose of my webpage?
Who is my target audience?
What is my perspective on the subject I am
writing about?
What are the reasons the audience should
believe me?
What keywords will the audience enter into
a search engine to arrive on your page?
COPYWRITING
Planning your webpage: example
HOBART BOOTS
Purpose: To spread the word, make the website rank higher, and sell products
Audience: Employees in the engineering, construction, and mining industries
Perspective: Hobart Boots are relatable
Reasons: (Logical) The boots have unique, advanced
features. The quality ensures that the boots will last longer than others in the market, validating the cost
(Emotional) Hobart Boots is committed to producing only the best quality work safety boots because their employees actually wear work safety boots
Keywords: “work safety boots”, “work safety PPE”, “PPE toolbox”.
COPYWRITING
Writing your webpage
Research what your competitors are doing
Identify your features; highlight your benefits
Focus on your unique selling points
Provide a call to action
WIIFM: What’s in it for me? Use of second
person (“you”).
COPYWRITING
Writing your webpage: example
HOBART BOOTS
Features and benefits in the unique selling point: “They [the boots] are constructed with performance foremost in mind, using only the highest quality raw materials and components, such as genuine full grain leather and HOBART EVA cement sole technology. This ensures that our work safety boots last longer than most other work safety boots in the market. It also guarantees that they are comfortable from day one and stay that way”
Call to action: “Shop now”.
Blogging, or blog writing“A blog is a frequently updated online personal journal or diary. It is a place to express yourself to the world. A place to share your thoughts and your passions. Really, it’s anything you want it to be.” –BlogBasics
BLOGGINGPlanning your blog post
1. Decide whether your content is going to be new/timely/relevant or evergreen
2. Research what else is out there (subscribe to newsletters and blogs; explore Google News and Google Trends). Alternatively, make notes of anything interesting you’ve recently learnt or something you’ve recently done
3. Brainstorm ideas on how to make your blog post unique
4. What keywords will the audience enter into a search engine to arrive on your post?
BLOGGING
Planning your blog post: example
WORKING ON A CHROMEBOOK
1. Type of Content: Timely
2. Research: Make note of personal experience using Chromebook
3. Uniqueness: Personal experience of using Chromebook. First person perspective differentiates from Enigma Digital’s other blog posts
4. Keywords: “Working on a Chromebook”, “Can you use Chromebooks in a business”.
BLOGGING
Writing your blog post
Consider following a
structure, such as the
inverted pyramid
Have a strong (and, if
possible, attention
grabbing) title
Start with a lead
End with a broad statement.
If you want to read an alternative perspective on the inverted pyramid, go to: http://blog.hubspot.com/marketing/inverted-pyramid-business-blogs
BLOGGING
Writing your blog post: example
WORKING ON A CHROMEBOOK
1. Inverted pyramid: Chronological progression of time in describing working on a Chromebook
2. Lead: “Over the past few weeks, I’ve been working on a Chromebook to complete all of my copywriting and blogging tasks at Enigma Digital, and I want to share my experience”
3. Ending: “If you look at the figures, people across the globe are gravitating towards buying Chromebooks … with such competitive pricing and the rise of cloud computing as a concept, I think we can expect to see this upward trend to continue”.
Tips and tricks
Tips and tricks
Write, then rewrite
Accuracy, brevity, clarity
Don’t sacrifice readability
Use images and infographics
Sign up to Google analytics
It’s okay to break the rules!
Final Thoughts
“There is no such thing
as an attention span.
There is only the quality
of what you are
viewing … People have
an infinite attention
span if you are
entertaining them.” –
Jerry Seinfeld