Boring copy kills SEO

How to create awesome content for SEO

This is a guest contribution from Hannah Milena Simpson who is an experienced copywriter, digital marketer and production co-ordinator. Hannah specializes in writing blog posts that drive business forward.

Many businesses find themselves in a time-warp of curiosity and frustration as to why their exquisite new, super-responsive mobile friendly website isn’t ranking high enough on search results.

You have invested time, money and energy into developing an awesome new website – so why isn’t it delivering results?

The undiscovered truth for many businesses is that the written content on your website is the blood stream of your search engine optimization (SEO) and the main contributing factor to whether or not you succeed at driving traffic to your website. If your site isn’t performing well on search, it may be the case that you’re not yet hitting the mark with what content your audience needs.

Is it time to stand out from the crowd and avoid becoming part of the white noise? In this content creation blogpost you can find a few winning SEO content tips, showing you how to create a steady stream of relevant, engaging content to generate sales for your business and grow traffic to your site.


Nobody cares about your new CEO


Quite frankly, your target audience don’t care about your company’s new CEO.

Employee news is ok to share once a while, but don’t let this become the focus of your content efforts. It won’t drive engagement with your brand or increase your SEO because you’re not offering anything valuable up to potential new clients.

Nobody is google searching ‘Find me a company with a new CEO’, and clients aren’t as invested in your company as you are. Everyone is out to get something for themselves – that’s one of the best things to remember during your online marketing efforts.

What does your client really want?


Before investing time and money into producing content, you need to establish what your audience want to see and read and cater content accordingly.

By creating a buyer persona, you will build up a thorough client profile which can go on to inform your content. This is a great way of honing your content offering in to reflect what you client really wants.

This means you can create content that answers your audience’s pressing questions, addresses their pain points and offers useful advice and information.

Let’s say If we sell health foods, our client will inevitably want to read about ‘The top 10 must-have fruits for healthy smoothies’. This type of content is offering them valuable, free information about a topic they’re interested in, and voila, you have come to the rescue with your expert advice.

The key to success

Now you’ve started to develop an understanding about what your client is interested in, it’s time think about how you can provide them with the answer.

Think about what your client will be typing into search engines. If you want them to find your blog about ‘The top 10 must-have fruits for the best healthy smoothies’, your keyword may be ‘best healthy smoothies.’

This keyword then needs to be included in your blog at least four times, as well as mentioned in the title.

Keywords are the backbone of SEO. But to ensure success, you can’t just take a stab in the dark at what your keywords should be. You’ve got to get your keywords right. This requires a little thing called keyword research which you can find out more about in this awesome guide from Report Central.

Considering that 75% of searchers never go past the first page on Google, tapping in to the keywords that are being searched by your audience will pay off.

Guest Blog 1st page Google

Turn your boring industry into something worth their time


Your target audience will be at different stages of the buyer’s journey, and they may not necessarily be experts in your industry. Remember to engage their interest and encourage them to read on, without boring them with jargon that they don’t understand. All this does is baffle them within the first few sentences.

Think about what information or advice your content offers the reader and how it will improve their lives or make their jobs easier.

‘Professional financial planning’ is a rather boring subject to most but change this to ‘How you can invest a small amount of money and retire early’ – now that’s a title that’s going to catch a lot of people’s attention, because it’s something many people will be invested in (excuse the pun)!


Think about layout


The layout of your page can make a huge difference to how somebody engages with your content.

Boring Copy SEO

People are typically busy at work or in the middle of something time restricted when they stumble upon your website. In fact, research shows that an average user has time to read just 28% of words on a page.

Users scan content, so if you want to get them to consume more of your content, you need to make the process of reading it as easy as possible:

  • Shorter paragraphs make for better reading. Paragraphs that are too lengthy are difficult to process
  • Using bullet points helps to break down content into digestible, bite-sized pieces
  • Larger sized or different colored fonts for more important points help to capture attention
  • Use images for visual reference. People process images 60,000 times faster than words
  • Create killer headlines – 80% of people will read your headline but only 20% will go on to read the rest of your content. Creating an irresistible headline will encourage more people to read the body of your content


Tweak your Tone


The formality of your content typically depends on your industry and your target audience.

If you’re writing about Brexit and its impact on the future of the political landscape, then your content will be formal and professional, and it’s not usually a great idea to navigate away from that (unless you are going planning to make it to this list)

But, if you’re writing about an industry such as recruitment, then you can alter the tone of your content depending on what you’re writing about. For example, writing about ‘employer law’ would take a formal approach, but writing about ‘the funniest job descriptions’ gives you the opportunity to have some fun with your content. You could use an informal tone, express your opinion and even use some ‘Gifs’ to keep your readers entertained.

It’s great to have a mix of formal and informal content when you can, remember that different people engage with different content and it’s great to show a lighter side to your business.


Shake some feathers


When did playing it safe ever get anyone noticed? Don’t be afraid to make your content controversial.

Whenever I publish a blog with a controversial title it gets roughly 50% more engagement than other blogs. This is because people absolutely love controversy and a real person’s opinion. Most importantly, this type of content starts a conversation between your company and your audience.

In one opinionated blog title you’ve harnessed the power to open up the two-way street with your customers and speak volumes about the culture of your brand.


Include a Call to Action


Always make sure that your content ends with a call-to-action.

Your viewers need to know where to go next and you need to cease the opportunity to move them to the next step of the buyer’s journey.

Your call-to-action should be a follow-on from the content that they’ve just consumed. A button such as ‘sign up’ or a brief paragraph with a link that directs them to either contact you for professional assistance, or to view more content on the same subject.

Aside from converting your viewers into customers, a call-to-action also improves your SEO ranking as it reduces the number of viewers closing down your website without delving deeper. Search engines then start to recognize this and note it as high-quality content.

Read more about acing and optimizing your call to action for even better results here.


So, how can you measure the effectiveness of your content?


Quite simply – test, test and test again.

Make use of the plethora of handy tools out there that will help you measure the effectiveness of your content, such as SE Ranking or Semrush.

These online tools will quickly measure how your website ranks for keywords based on your content. Check your rankings both before and after you’ve added a new blog and see how they have improved. From here, you can refine and alter your keywords list and optimize your content accordingly.

You can also measure the interest in your content by using Google Analytics. This will show you how many views your content is achieving, and which content is most interesting to your website visitors. Once you’ve started to measure this, you can then start optimizing your content, producing more of what people love.

Next Steps – deliver content that your readers and search engines will love

We hope you enjoyed our tips on improving your website content. For more help with improving your website content and boosting your SEO get in touch. At Report Central we’re scientific in our approach to website optimization, using our own experience of what works and what doesn’t to make immediate improvements to your site and campaigns.

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Request a free consultation with our team of experts.


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