Copywriting improves your SEO by building a library of pages your target audience can use to find information about what they want or need. Your ability to attract guests to your digital library of information depends on how well you work with both the human interest and the computer elements the search engines need to have present to see your content as quality and trustworthy.
Let me explain.
In a digital marketing world, your website should be command central for all online activity including social media, email, and advertising. This means that posts, ads, and email links should be directing visitors back to your website where they can navigate through the pages and learn more about you, your story, your company offering, and what next steps they need to take to engage or learn more. Sure your content strategy should include other events to support other people or causes you care about; but if you want your business to grow, you must first become a trustworthy resource. Copywriting is where building a trustworthy relationship in the digital world begins. It is here, where content contained on your website allows your visitors to learn more about you and discover the true character and experience of your business. Being mindful of how copywriting and technology works together is essential to attracting new visitors from the world wide web and holding their focus to take action.
To explain this in a different way, imagine, if you will, your website is a digital employee that works for you 24/7/365. Now, imagine it beaming out a signal that contains the answers to every question your potential customer may have about your business or industry that helps them find you and see you as an expert in your field. Expert answers are returned through the search engine results primarily on mobile devices or even read by AI devices like Google or Alexa.
To make this process work as simply as this sounds you need three key elements.
- The first is the ability to think like your customer to determine their potential questions, needs or wants and be able to answer those questions in your web copy.
- The second is the ability to create your web copy in a way that supports the search engines in finding your website and allows them to identify your uniqueness.
- Finally, you’ll need to know how to read the analytics provided to make sure your efforts are working.
Since you are not there physically to watch this activity on a 24/7 basis, you have to rely upon conversational triggers collected through analytics on your website to determine the success of how well your information is being found and how well your digital employee is doing at building a relationship with your target audience. I like to think of this as ongoing training of your digital employee.
To make this process more effective, you have to build your website with the user-friendliness in mind for the humans attracted to your answer, as well as the computer programs helping you send out the honing signal for your answer to be seen and delivered to them by the programs that translate these signals.
Writing for Humans
There are many theories about writing for websites and blogs that introduce a more conversational method of writing. These standards can greatly improve your ability to naturally attract more leads and interest to your website simply by putting yourself in your customer’s shoes when they perform a web search. We often encounter people who still believe that a website full of pretty pictures and minimal content is all that is needed. In our 17 years’ experience, the data has indicated that well-written website copy is required to create desired results. You need a multi-media communication process that not only grabs your guests attention (with pictures and words) within a 3-5 second window but can keep their attention to stay engaged and direct them to the next action you want them to take to stay engaged with your brand. All too often we see key steps omitted on corporate, non-profit and small business websites, simply because their web developer or marketing staff writing the text is unaware of the detailed steps involved in doing it correctly. Writing for web and writing for print or other media are completely different. Practicing this process and continually analyzing the results of your progress will help you refine and build a better relationship with your audience that improves overall online performance, reduce advertising expense, and develop a stronger relationship for your brand.
Writing for Computer Programs
Once you have written copy with your target audience in mind, you have to take the necessary steps for the search engines to find it and deem it as “quality” content. The job of the Google Search algorithm is to match keywords or key phrases entered by a user to the content it finds on the internet. However, simply adding keywords/phrases alone to your copy is only part of the requirements that the program seeks to match. There are many other technical steps that are required and almost always overlooked by inexperienced copywriters or web developers. The tricky part is finding a balance between the human element as well as the computer elements to support your success.
Measuring Success with Analytics
Would you hire an employee and let him/her go, never evaluating their performance? Hopefully, your answer is “Never!”, but we see this all too often with business owners who build a website and never contribute any new information to its content. You know, the brochure sites with very little content come to mind, right? There are also those business owners who spend hours writing content that is shared via social media posts or emails without generating the desired sales. In our experience, the problem is typically found in the tone or overall message of your article, but how can you tell? This is where data analytics come in to help you identify what activity is happening on your website to determine what might need to change to get a different result. We recommend using Google Analytics on a regular basis to track the user experience.
Ways We Can Support You
We recently organized the key details of this process in a comprehensive 30-Point Copywriting Checklist that includes…
- What to do before writing to help you prepare for writing a comprehensive article.
- Tips on writing for Humans.
- Tips for writing for Computer programs.
- What to do before and after publishing your article.
This checklist is a great starting point for those of you who are already working on writing content for the internet or familiarity with Google Analytics, but for others, you may want some additional assistance.
If you are unfamiliar with how to do the items included in this checklist you may want to consider learning about these activities, as well as other digital marketing tips in our Copywriting Mastery Membership. It walks you through learning how to write for both the Human and Computer elements as well as provides you with a platform for collaboration to improve your ability to engage your target audience and technical support to do the steps included in this checklist.
About the Author: Julia R. Eudy is the C.E.O. and Communications Specialist of Golden Services Group. Her experience in the sales and marketing field and life-long hobby of analyzing generational traits and the subconscious mind have led to her success in developing digital sales funnels and interpreting data analytics to improve ROI. She is also a STOP.THINK.CONNECT partner and can help you spot potential cyber-security threats and can help you limit risks for your business.