Gone are the days when copywriters could get away with cramming websites and blogs with nonsensical content jam-packed with SEO keywords to drag in customers and generate traffic. These days content must not only attract people in, but also get people excited, interested, talking, sharing on social network sites and create a real buzz about the product or service in question.
Websites and affiliated blogs have evolved from being entry points or a hooks, like catchy melodies in a song into living and breathing entities that need constant watering and affection from dedicated writers providing vital, engaging and relevant content. If the online domain is now the main kingdom of each and every company then surely content is king.
All content has the potential to be shared via social media platforms such as Twitter, Instagram and Facebook – all platforms that can no longer be overlooked or left to the younger generations. Consider this: each and every second, on average, around 6,000 tweets are tweeted, which corresponds to over 350,000 tweets sent per minute, 500 million tweets per day and around 200 billion tweets per year. Who can afford to risk not getting a piece of that action? Well, the best way to achieve the much-coveted viral re-tweet is to create engaging content that resonates with the right people.
So, now we understand why content must be written with a particular demographic in mind let’s look at the task faced by the copy writer. SEO is, of course, still a massive part of the process of creating Google and people friendly content, but the successful copy writer knows that people must come first. This can be understood best when the copywriter looks at the main objectives of his labour.
1: Appealing to the end user
2: Solving a perceived problem
The ‘achieving a high ranking in Google’ dilemma is, in the main, these days solved by ensuring that one’s content addresses these two key needs. The copywriter must engage a reader or visitor to take action. That is the be all and end all for the copywriter. It really is that simple. In order to stand head and shoulders above the competition in this challenging and competitive field the copywriter must create useful, persuasive and engaging content that is successfully optimised for search engines on a consistent basis.
Without descending into a spiral of SEO madness, how can I appeal to Google, other than addressing the 2 key content objectives?
This is where a little creativity must come in these days. We all spot keyword-heavy articles from a mile away and they do not look pretty so, here are some key tips in targeting the Google gaggle!
Use Good Headlines:
This may seem like an old-fashioned point, but too many articles don’t start with a ‘grab’. All newspaper editors are well-versed in the importance of headlines, but for online content they are also vital. Research shows that headlines with numbers and eye-catching statistics in them are more likely to be shared on Facebook or Twitter. Everyone loves a good stat!
Spend some time on Google:
Look at the competition. Some search results yield keyword-heavy results, but not necessarily catchy headlines. Use this to your advantage.
Use that Meta Description well:
The Meta description of any given content is the HTML attribute that provides a “concise explanation” for the benefit of the search engines as to your article or site’s key content.
Above all, writing content that satisfies both readers and Google analysts is becoming more and more synchronised, but there are, as we have seen some little tips to help before total synergy is reached.