SEO Copywriting: how to convert customers and please the Google Gods
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The truth is most copywriters hate ‘writing for Google’, shoving keywords into title tags and fretting about keyword density means the engagement and the creativity is lost — right? Wrong! It is possible to write witty, informative, conversion copy and still please the Google gods. In this talk, Kate shares essential SEO copywriting knowledge, including simple ways to keep readers reading. Kate will provide practical, doable exercises and leave you feeling more confident about writing Google friendly copy that’s actually enjoyable to read.
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SEO Copywriting: how to convert customers and please the Google Gods
- 22. RESEARCH
Hinweis der Redaktion
- What does all this mean? I’m lucky enough to have the opportunity to speak to the best minds in the world about Google and current SEO trends. Including being chums with John Mueller – who named my podcast as one of his faves – humble brag I’ve ready just about everything there is to know about Google.
- Every company has a unique selling proposition This is a statement of value, not a tagline, slogan, or mission. The key is to define it in a concise, easily understandable statement. Strong USPs have the following attributes:
- Make specific claims – Generic claims like “high-quality” or “going above and beyond for our customers” don’t make a selling proposition unique. Focus on differentiators. Make a promise – A commitment to your customer that you’re actually able to follow through on, and that competitors cannot also offer. Are actually unique – Is having a low-cost product or service something that makes you stand out in your market? Ease of use? Time to get started or implement? Fantastic support? Are valuable – What is the value of the benefit you’re promising your visitors? Is it worth the time, money, or personal information required to gain access? Are believeable – Is what you’re selling too good to be true? Remember, the goal of your copy is to engender trust. Your audience won’t trust you if the USP isn’t plausible.
- 10 second exercise
- 10
- It’s not about YOU or yur CEO it’s about your customer. The best messages come from your customers We need to know our customers inside out. The only way to bridge the gap between them and us. One oway of doing this is to design personas – give them names. Alan and Sue. Go through their demographic information How old they are Where they’re from What they do for a living Use whatever data you have, surveys, analytics etc
- We need to dig deeper into our customers minds We need to understand their Pre conceived beliefs Their desires Their fears about buying from us An in-depth understanding of your audience will inform which type of emotion (happiness, sadness, fear, surprise) will be most appropriate for your brand while also helping to connect with and convert your visitors. Using the language of your customers will help build familiarity and that all-important trust between your business and your visitor. Test out adding customer language to your unique selling proposition and social proof on your web pages, while paying due attention to the logical leaps that your visitors will need to take to convert.
- People who know and trust your brand. They may even have purchased form you in the past People who know what you offer. They’re likely comparing your product against your competitor’s to find the best deal They know their problem and they know what the solution is. However they’re yet to have found a product that solves the problem. They know they have a problem, but aren’t aware of the solution Everyone else. They don’t have a problem and aren’t in need of a solution
- Show them the product and tell them the price. They need a push to take a chance on you over a competitor. Offering a discount is a very effective push. You've got to show the users why your product is better than others on the market. Offer proof and evidence of why your solution is so amazing. These guys are looking at help in solving a problem. Content that exacerbates their anxiety and presents the solution is ideal.
- A copywriting technique ATTENTION/ AWARENESS INTEREST DESIRE ACTION So quick ways to use it. Helps you write and organise your messages.
- P A S Problem Agitate Solution
- Finish the sentence I want to… Save my spot