Posted by Sandy Fitzgerald
A website is all fun and games while people are still visiting it.
But there is one ugly fact of life where websites are concerned – visitors are fickle.
Remember that. Fickle. And if you don't keep those people entertained and informed with your site's content, even the most devoted fan can only stand so much. After all, there is the whole big Internet out there, and most people have little time for a website whose content has become a new cure for insomnia.
Not everybody will tell you when your content has become stale, but it really isn't hard to figure out.
- Has your traffic dropped off, either suddenly or gradually over time?
- Have visitors quit sharing your content on social media sites?
- Have people stopped commenting on your articles?
- Are sites other than yours being quoted by people in your business?
If you answered yes to at least two of those questions, it's time to face facts: The thrill is gone.
If you care enough, you can bring back the joy and excitement your SEO copywriting used to have, back in the beginning. But it's going to take a lot of hard work and some willingness to admit that what you've been doing just isn't working anymore. Too often, many writers just aren't ready to admit that their efforts are no longer working. But this isn't the time to let ego get in the way of what's right for your content.
Repeat after me: Change is good.
So what kinds of changes will give new life back to your tired, stale content?
1. Try a bit of humor. Everybody likes someone who's willing to laugh at themselves. You don't have to suddenly turn your writing into something worthy of being read on the Jon Stewart show, but if all you're doing is preaching at your visitors, lighten it up a little bit.
2. Try some new media forms. Have you ever considered adding a little bit of music? How about a video of some kind, whether it's you or something related you've tracked down on You Tube?
3. How about some guest posting? There are all kinds of bloggers out there just dying to put a guest post on someone else's blog. Maybe you can liven up your content by letting someone else say their piece. And what's great about this? They'll return the favor, and you can bring in some new site visitors from another website. New visitors haven't had the chance to find your content stale!
4. Say something controversial and make sure you get some well placed tweets out there on Twitter about it. It doesn't have to be so controversial that you anger potential site visitors, but maybe it can be a post that is just off-center enough to get people talking.
5. Offer site visitors a service they can use. Do you know where they can get some free software they can use? How about a forum where they can discuss your content? Fickle people can be brought back around if they need what it is you're offering, and if you keep then needing you.
6. Put some of the practices you see on your favorite websites to work for you. It's not about copying the websites; rather, what do these sites have going for them? Do you like the tone of their writing? A good writer gets better when he or she reads well-written copy.
After all, boring content means a boring site. And that doesn't do anyone any good.
Posted by Sandy Fitzgerald
Effective SEO copywriting is really such a cut-throat business these days, isn't it?
We're all sitting here trying to figure out the best ways to sneak in our keywords, our key phrases and our wittiest content, all the while keeping it interesting.
We want to be tweeted and re-tweeted and talked about on Facebook, dug on Digg, and stumbled over on StumbleUpon. And most of all, after all that's done, we want to be at the top of Google.
It's enough to give even the bravest blogger a good case of the jitters, when you think about everything you have to do just to get your word out there. But what if there was a simpler way to do it? What if we lived in a world where we really did learn everything we needed to know when we were in kindergarten, like the excellent writer Robert Fulghum wrote in his book "All I Really Need to Know I Learned in Kindergarten?"
After all, we had some very specific rules back when we were all five years old, and if you think about it, those rules work very well when you're creating your SEO blog posts.
Rule #1: It's nice to share. So many writers seem to think that if they have knowledge, they should keep some of it to themselves so they can mete it out carefully and ensure their own jobs.
Job security is all well and good, but really, if you keep it all to yourself, how are you going to put information out there that people can use? If you have the knowledge about how to solve a problem, share it. The more you share, the more your content will attract readers.
Rule #2: Play fair. While some of the best blog articles are written with passion for or against a cause, it's not fair to ambush a person or business through your blogs, unless you're going to give the ones you're attacking a way to comment. When you don't play fair, you lose credibility, and a blog is only as good as its reputation.
Rule #3: Clean up your own messes. Good SEO copywriting means being as accurate as you can possibly be. If you've made a mistake, admit to it and clean up after yourself. You'll not only keep your self-respect, but you'll keep your readers' respect as well.
Rule #4: Don't take things that aren't yours. That means no copying from other writers. If you refer to another person's work, give that person credit. If you pick up a thought on Twitter, re-tweet it and don't pretend like you thought of it yourself. Do your own work, and you'll be respected in the SEO blogging community.
Rule #5: Live a balanced life. Yes, being an SEO copywriter might be important to you. However, to be a more rounded blogger, don't just read and write about SEO issues only. Read funny blogs and serious ones. Keep up on the news of the day and the popular television shows and anything else that catches your interest. And every once in a while, no matter how hard it might be, get outside away from your computer, get some fresh air, and talk to humans face-to- face. A well-rounded blogger is a good one - and one whose blog visitors will return to again and again.
Rule #6: Use all the crayons in your box and don't be afraid to color outside the lines. Think of unique ways to present your information. Don't only write with your eye toward SEO results, but write sometimes just for the joy of w
riting. Just like there was really nothing wrong back in kindergarten when you colored your skies purple, there's nothing wrong with trying new writing techniques in your SEO copywriting to keep it interesting.
And don't forget, once you're done with all that writing, to either treat yourself with milk and cookies or some recess time!
Posted by Sandy Fitzgerald
There's nothing worse than that big blank page on your screen.
It sits there, taunting you, daring you to come up with those words that will attract readers, entertain them, thrill them with your knowledge, and enchant them with your charm.
Some days, the words come easily. You're full of inspiration and hope and you churn out written gems like you're going for the Pulitzer.
Then it dries up. Maybe it's winter and the back-to-back snowstorms have you frozen in your easy chair, eating miniature chocolate bars and watching bad romantic comedies. Or maybe you've noticed that the last couple articles you've written haven't gotten any comments or re-tweets, so you figure nobody's reading them anyway.
Let's face it, you're in a funk that can become a creative Bermuda Triangle. If you don't take the proper steps, you might come out of that funk long enough to pull some articles together, but your writing style can really take a hit.
And when your writing starts taking that creative dip, you could find yourself writing something to get your words out there - but if they're not your best words, you might find that your article marketing efforts are being wasted and your potential readers are looking for their inspiration somewhere else.
So how do you nip all this in the bud, before everything starts taking that downward spiral? Here's five good ways:
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Chill out. While you're presumably a good writer, or you wouldn't be doing this to make money in the first place, sometimes you just have to put aside your worries. Don't sit there and stare at that blank page. Do something else and come back to your article later.
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Don't worry so much about the keywords. While keywords are an important part of article marketing and SEO efforts, effective, interesting copy that gets read is even more important. Don't stress out so much over writing something that includes keywords and just write something that makes you happy and that you would be interested in reading yourself. You can always go back and plug in the keywords later.
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Get some new ideas. When you've been writing a lot, you may find that your articles are starting to sound repetitive. If that's happening, get on the computer and go surfing for other blogs on the topic you're writing. The idea isn't about copying those blogs and trying to pass them off as your own - that's plagiarism and it's repugnant. The idea here is to see how other bloggers are writing about the things you are and use their ideas for inspiration.
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Don't just read blogs. When you sit around reading only blogs, that stifles your growth as a writer. You can find inspiration in the hard news of the day, the celebrity gossip sheets or even in a good editorial cartoon that could get you past the worst writer's block.
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Revisit some of your past writing. This isn't only to reassure yourself that you know how to write - although it does help with that. It very well could be that you have written some blogs in the past that could use a good follow up and updating. Technology and the Internet change all the time, and following up one of your more popular articles could attract some of the followers who enjoyed your work all over again.
So what are you waiting for? Let's put some words on that blank page!
Posted by Beth Hrusch
Google's almighty algorithm- a mystery wrapped in an enigma. Or something like that. I will not pretend to have any inside information or new insights into the complex world of trying to organize the world's information. However, I think it's only fair to let you know that even as I speak, the search giant is coming up with over 500 improvements to its algorithm, all of which will undoubtedly improve the quality of your life.
Or your writing. Even better. You see, according to Steven Levy from Wired Magazine, these improvements will affect the results people get when they type in their search terms. If you're an SEO writer, the more you know about how Google finds your content, the better.
Ultimately, Google wants people to find what they're looking for. They have refined their process to the point that anyone typing in "hot dog" will find the edible delight that is the hot dog, instead of, say, sweaty canines. This is partly because they learned a long time ago to look for related terms. When they find the words "buns" and "mustard" nearby, they know how to index the term.
Of course, indexing is one thing- ranking is quite another. Google uses contextual signals to rank Web pages. These signals include:
- Page Rank (importance of the page relative to similar pages)
- Anchor text (hyperlinks connecting one page to another)
- Freshness (new vs. old content)
- Location (local results generally rank higher than general ones)
There are hundreds more. Some distinguish between commercial and non-commercial pages and others can tell which pages are attached to known authorities, thus giving them more weight.
What does this all mean to you? As an SEO writer, your job is to create content that cooperates with the search algorithms and signals that have made Google the best at what they do. Ranking for the right terms is a matter of knowing how to choose the keywords that make sense, including related terms (this usually occurs naturally in the content) and tagging your pages properly. Check Google AdWords to see which terms people are likely to use to find you. Your titles should include search terms, at least sometimes.
And above all, write interesting stuff that people will want to read. Google may know how to help people find you, but it's your popularity with the people finding you that gets you to the first page.
Posted by Beth Hrusch
Put it to work for you!!
Does that sound a little salesy? Sure it does!
It is! Of course, salesy content is k
ind of the antithesis of persuasive content, when you think of it. It’s easy to beat someone over the head to get your point across—not so easy to persuade.
So how do you do it? SEO copy is, ultimately, sales copy. However, it’s always riding the fine line between providing useful information and convincing readers to buy something.
Effective persuasive copy isn’t a magic formula. It does adhere to some basic guidelines, though. Make sure that your SEO copy includes the following elements:
1. Clear explanations- People are more likely to be open to what you have to say when you offer good reasons for your assertions. “Because I told you so” never worked for your parents, and it doesn’t work for SEO copywriting, either.
2. Problem solving- Make people’s lives easier, and you are halfway there. Maybe more. Persuasive writing offers clear benefits to the reader. It shows how you can solve their problems. Identify the reader’s pain points, then address them.
3. Anticipation of objections- Go into your work knowing that someone out there will refute your assertions or raise an objection of some kind. Try to anticipate the possible objections. This raises your credibility by allowing people to see that you’ve not only thought out your position, but you can defend it against those who may disagree.
4. Outside back-up- References to outside sources, in the form of studies, quotes from thought leaders or statistics of any kind, strengthen your position and make your copy more persuasive.
5. Examples/stories- We’ve talked about the power of storytelling before. People are drawn to stories, most likely because they give your copy concrete meaning. If you can point to an example that illustrates what you’re trying to say, the reader will be able to more easily imagine the benefits to him.
And one more thing. Persuasion always requires that you come to the table prepared. So make sure you research your topic thoroughly and use your best grammar. It’s awfully hard to persuade others when your writing tells them that you don’t know what you’re talking about.
The best SEO copy sells using effective persuasion techniques. Have I persuaded you to try them out?
Posted by Beth Hrusch
"Brevity is the soul of wit" - from Shakespeare's Hamlet
"And tediousness the limbs and outward flourishes..." Yes, that's the next, lesser 
known part of the line. What does it mean? Well, obviously, it means that verbal flailing about is tedious. In other words, you may think that you have a lot of important things to say, and undoubtedly you do, but please for the love of Pete, get to the point!
Yes, it's hard. But it's particularly important if you are engaging in SEO copywriting. SEO copywriting is marketing copy, and marketing copy needs to grab attention. Quickly. I'm not saying that people need a lot of gimmicky text highlighted in large bolded font surrounded by flashing banners and pretty pictures. But, it wouldn't hurt to design your copy for short, distracted attention spans.
Why? Because that's what you are dealing with most of the time. People looking for a product or service want to know if your information can help them, and they won't give you more than about 10 seconds to tell them. Your copy needs to convey the message within the first few lines in order to be effective. If it starts out with a rambling introduction or a seemingly irrelevant anecdote, people will not stay to read it.
Don't get me wrong. I personally love rambling introductions and anecdotes. Writers tend to have a soft spot for the written word, even if it doesn't get quickly to the point. Alas (as Shakespeare himself might say), consumers doth not share my sentiments.
A while back I wrote a blog about how Twitter can help you learn how to not be wordy. Imagine having to say everything you must say in 140 characters. You would have to condense your material into only the most important ideas. Of course, in most cases, when doing SEO copywriting you will have more than 140 characters, but it's a good exercise to engage in anyway.
Clear, concise, and compelling. If the mantra sounds familiar, it should. It's the three "C's" of effective content marketing, and it starts with some honest editing. Try these tips:
1. Go ahead and write what you want to say. Then step back and review. Look for words and even sentences that can be eliminated without losing the sense of the text.
2. Have someone else look at the copy. Ask them to tell you if they get your point right away, or if they have to read on further.
3. Think like the reader. This will help ensure that you're always writing for your target audience. You may find your rambling anecdote fascinating and instructive, but will they?
Look at what the Bard was able to say in six words. Short and sweet. Got it? Good! This business is well ended, methinks. Look it up.
Posted by Beth Hrusch
"If you're not part of the solution, you're part of the problem." - African Proverb
As a writer, it took me a long time to admit the painfully obvious truth- not everyone cares about what I have to say. There, it's out. This is the first step to healing. The good news about this painfully obvious truth is that there is a cure for copy that nobody cares about. It's called "What can I do for you?" writing.
The fact is, many people who do SEO copywriting understand the rules, principles and techniques behind optimized content. The problem they so often have is with perspective. Who are you writing for? Because if you're writing for yourself, then your client needs a refund, and fast.
Believe me, I understand. We do tend to get caught up in what interests us. We fuss over crafting our sentences and sounding erudite and stuff like that. That's OK, except that NOBODY CARES.
Readers (i,e, interested potential customers) want to know what you can do for them. How does your information provide a benefit to them. Think about it from their point of view (a good exercise to do in any case). If you wanted to know more about how much money you could save by replacing your furnace, and all you were getting was information about formulas that techs use to figure out furnace size and BTUs and energy calculations, you'd click away, wouldn't you?
Well, so will the people you're writing for, unless you make it clear why they need 
to read your copy. "Replacing your old furnace with a high-efficiency unit could save you $300 per year." "Here's how you can save money on your heating bills this winter". "Energy saving tips that reduce your energy costs". Oh yes, people love to save money. So tell them how to do it. They will be grateful.
And, maybe, come back for more information later, when the air conditioner stops working, or the kids stuck something down the register, or they detect a funny smell coming out of the duct. You want to be the go-to information source? Create benefit-driven copy that targets people's needs, problems and frustrations. Create solutions.
Here's a helpful tip: Next time you finish that awesome article for a client (or for yourself, for that matter), and you're feeling good and telling yourself how well-written it is and how nobody couldn't like it and aren't you special, take the time to go over it again. In fact, step away from it for awhile. Come back to it- this time as the reader who wants to know why he should be reading this stuff. Does your copy answer questions? Does it solve problems? Does it give clear, concise advice, tips and tricks that people will find useful?
Because if it doesn't, then it really isn't saying anything.
Posted by Beth Hrusch
The rules of good writing, that is. In fact, I might venture to say that all writing needs to follow the rules of good writing. There is simply no point in writing badly. Bad writing is bad, useless and annoying under all circumstances. In the early days of SEO writing, people were less interested in writing well than in making sure their keywords were stuffed mercilessly into their copy.
Yes, early SEO copy (and quite a lot of it today, actually) tends to remind one of a bunch of bloated carcasses, beached and starting to smell. And humans weren't the only ones starting to notice. Once search engines got a whiff of it, well, it doesn't take a lot of imagination to figure out what that did to the algorithms.
So, the point is, SEO copywriting needs to stop trying so hard to sell. Yes, it's true. You might really, really want people to come to your site and buy something, but you must not make it sound like you do. Don't sound desperate. It's a turn-off.
Instead, be subtle. Use the proven art of combining useful information with excellent writing to persuade your readers to buy. Think of it as a courtship (I love that word- whatever happened to it?). It's a process that involves developing a relationship that may eventually turn into something big. It needs nurturing. It needs maintenance. You need to invest in it and care about it.
How to get your potential customers to enter into this relationship with you? One of the best ways to hook readers is with awesome copy. SEO copywriting has many technical aspects (primarily to satisfy the search engines- you want them to find you, right?) However, the most important thing about it is its appeal to the people reading it. Well-written copy that is a joy to read is irresistible, all the more so because it is hard to come by in the world of marketing.
A site that consistently uses this kind of high-quality, engaging content will 
automatically rise above the others, simply by virtue of being superior. It will become a magnet that draws customers into a relationship with you.
Be concise. Make sure your sentences flow. Use good grammar. Share your experiences. Tell stories. Let your personality show through. SEO copywriting can and should be good writing. Write well and they will come.
Posted by Beth Hrusch
"Walk softly and carry a big stick" - Teddy Roosevelt
Try it- it works!
I like to think that the President was tapping into a very basic human instinct when he came up with that one. Someone walking around carrying a big stick, not making a big production- you know, just walking around- I'd probably get the point. When you're running around screaming and getting in people's faces- well, it's likely to just make you look weird. Not to mention the fact that, as my dogs would say if they could talk, you are emitting "unstable energy".
Unstable energy is a turn-off. And not just in the dog world. If your site could talk, would it be screaming at people? Would it make sense? Or does it make people walk away? Do your analytics. Figure out whether your site is sticky or slippery (slippery is bad, by the way).
Could be better? Ok, what's the problem? One of the first things you should look at when you realize that your site is not pulling its weight is your copy. SEO copywriting is the big stick of Internet marketing, and you need to start walking around with it.
You'll find that, with good SEO copywriting, you won't need to scream at your customers. You won't need to spam anybody. You won't need to spend a lot of time marketing your site. Your copy will do it for you. That's the beauty of it.
Cost-effective, easy to do and it works. Hire a pro or do it yourself. Well-done SEO copy will soft sell your site, and it can be distributed in a variety of ways to give you maximum exposure. Imagine becoming the expert in your field, ranking on the first page and having more repeat customers than you can handle.
A client once described our copy as "delicious". That's what you want. That's what SEO copywriting can do for you. Go on- grab the stick and start walking.
Posted by Sandy Fitzgerald
I must just have way too much time on my hands.
How else can I explain it? I'll go online looking for a car charger for my laptop, and I'll end up deep into someone's blog about how laptops are really being used by the government to control our mind waves.
I'll jump from there into a discussion about how Michael Jackson and Jimi Hendrix were actually the same person and neither one of them are dead, and from there over to Twitter, and from there...
And yes, my Internet jumping is my fault, I know. But if some company out there had figured out how to make their car charger sales go to the top of my Google search, I might actually be on the way to buying a car charger instead of explaining to some park ranger why I'm writing at the park with my computer plugged into an outlet in one of the shelters.
That's the whole point of effective SEO or Search Engine Optimization marketing - making sure your website, and therefore, your product, gets to the top of the good old Google list. It's about anticipating what customers will be looking for, so when someone like me comes in and types in laptop, your site will rise above the conspiracy theories, the data entry from home jobs and the offers to win a free laptop by filling out a survey.
And how do you do that?
Well, it's not easy.
In the past, SEO marketing meant repeating your product over and over again. Word count hits on the words laptop, car charger, and computer, the more they were mentioned, brought you higher on the search engines.
It also meant horrible copy that nobody would read.
The modern trend is copy that brings in the customers. Copy that engages them, speaks to them and gets them to not only click on your page link, but keeps them there long enough to click on your product links as well. Does your copy do that? Because if it does, it will lead to more and more people clicking on your si
te. The more traffic a site gets, the more relevant it is to people's searches and the higher it will go on a Google list.
This isn't to say that reading about the Jimi Hendrix/Michael Jackson theory isn't a fun way to spend an afternoon - but imagine how much more fun it would have been to be able to read about it on a legally charged computer!