Are you starting up a new business? Or maybe you own one at the moment? Do you intend to take your business to the next level of success? Of course, you do! To get your business to succeed, you will need to start with a strong marketing strategy. Perhaps you have done all kinds of traditional marketing and advertising, but it just seems like it is not enough and not as productive as you expect it to be. Have you tried advertising digitally? If not, now is the time to be a part of the new marketing and advertising era- Digital Marketing and Advertising.
Some businesses are still skeptical and reluctant when it comes to new-age marketing and advertising because they think that it is a risk to take. But what they don’t know is that they are missing out on a huge chunk of prospects because they are NOT doing any digital marketing or advertising. We know it sounds intense and severe but let’s face it, digital marketing is indeed taking over traditional marketing.
Does your business own a website or e-commerce platform? If your answer is no, we have some news for you. There is a saying that goes “If I can’t find it on the first page of Google search, it does not exist.” And with that, your business is nonexistent because you are not present in the digital world.
Allow us to provide you with reasons why investing in digital advertising is crucial and vital to your business.
1. The internet is forever
Internet and everything online will continue to exist and expand throughout time. The internet has taken over a lot of platforms, especially providing information and such. An average person spends at least 6 hours a day on the internet- searching for information, keeping up with news, shopping, and everything else. How often do you find yourself going on the internet to look for something and the search results gave you all the answers. So if you are doing this yourself, why not invest in digital advertising to build your brand and spread the information about your business as well?
2. Target a much more precise audience or customers
Traditional marketing is very vague and does not impact customers a lot, now even more so. Why so? Because traditional marketing is too general and vast that people tend to overlook it. With digital advertising, you get to focus on your targeted audience and potential customers. Once you know your brand products and services are suited to what demographic, you can easily choose who and how you want to advertise your business to them.
The advantage of the internet is so many social media platforms can provide you with information about users that comes to good use when you want to advertise. When a 28-year-old female is logged on to her Facebook account and was reading an article about nourishing foods for toddlers, Facebook will be able to figure out the user’s age, gender, and interest. This will then come in handy to you if you own a business that sells baby clothing or products related. With this, the chances of a targeted audiences like these purchasing your products are higher because you sell something of their interest.
3. You only pay for what you need
The other great thing about digital advertising is that you spend only what you need within your budget. Unlike traditional marketing where you splurge and you are unsure if the advertisement would even work, digital marketing is a guarantee to reach out to potential customers with the amount you are willing to pay for and for how long. Google charges a fee only when someone clicks on your ad and visits your website. And by this, it means you only pay for the ads that are working and best of all, there’s no charge to display your ads on the internet.
4. Results, results, results
Since you only pay for ads that have been clicked, this gives you data on what how efficient digital advertising works. One of the many advantages of digital advertising is you get to see results and also track them. You have the ability to compare which ads are doing well and what works for your ads. All these without having to splurge a lump sum of money without getting any clear-cut results. With digital advertising, you get to analyze what demographic your ads are attracting and how far these people go through in your website. Best of all, you can measure your results live, at any time and anywhere.
These are just a few reasons why you should invest in digital advertising. It is proven that digital marketing works, regardless what the nature of your business is, it will help boost your business and brand. The benefits of using digital advertising are obvious and straightforward. Your business gets to remain competitive whilst not burning a big hole in your pocket, and it is fair game in the digital world. It allows your business to have the potential to grow and expand in the future.
Does reading this article makes you want to dip your toes in digital advertising? Don’t know how or where to start? Don’t worry! Weave Asia is all ears and ready to help you start somewhere with arms open. Email us at firstname.lastname@example.org and we will provide you with the best solution to your company’s advertising needs.
The first thing to do after setting up your business is to set up a Facebook Page for it. A Facebook page is essential as it is a platform for you to connect with your audience as well as posting content updates for your followers to see. A Facebook page is a portal for your business to the digital world. It is also where you do your Facebook advertising to reach out to your target audience. Perhaps Facebook advertising is not a stranger to your business anymore. You could be using it for the longest time, but it just seems like it’s not working at all. You could be spending dollars on it, but it looks like it is not bringing you any sales or return in profit. Here are some common mistakes made by business owners when it comes to Facebook advertising.
1. Broad And Wide Target Audience
You may think that reaching out to 3 million people will help spread awareness of your business. We are not wrong to think that everyone is a potential customer and we should reach out to them. However, we want to reach the correct target audience and spend every penny’s worth on your advertising. Why pay to reach the wrong target audience? Try narrowing your target audience with important information such as age, gender, interest, and behaviors. These are the few key elements you want to look for in your potential customers. A size of 500,00 to 1.5 million people is good to start for any online business.
2. Not Patient
We know that digital marketing is the present and future of marketing and it has been proven to work better. When you spend an amount of money on digital advertising, you want to see relevant results. However, sometimes it takes a little patience to see the potential outcome. When you plant a seed, do you expect a beautiful plant to grow the next day? It takes a lot of patience and dedication for something to grow. It can feel like you are losing money by the minute at the beginning of it all. What you don’t know is that you are actually gathering data and insight at the beginning of digital marketing. Do not give up just yet. It can be tempting to pause or tweak your ads but try to be patient until you’ve reached 1000 people. You will get enough data to analyze and learn from your ad’s performance. With those data and insight you’ve collected from the Facebook ad, you’ll know what to improve one and tweak from then.
3. Failing To Monitor Your Facebook Ads
Take these Facebook ads as the seed you’re planting. In order for the plant to grow, you need to water it and make sure it has enough sun. Monitoring your Facebook campaigns is a must for a successful campaign. It’s tempting to just leave it all to Facebook’s automation tools, but keeping an eye on your audience’s engagement is vital. Read the comments and check out the likes of the post. Is anyone sharing or liking your content? If there are only a few, it’s time to consider changing your content.
4. Not Abiding The Image-to-Text Ratio
You have a fabulous and prominent image you want to include in your Facebook ads. Pause just a second and take a look at the image. Is it abiding the 20% rule that Facebook had set? “Upload an image to determine how much text is in your ad image. If the proportion of text to image is too high, your ad may not reach its full audience. We make exceptions for certain kinds of products being advertised. Visit our Help Center to learn about exceptions, see examples of images with text, and get more guidance.” What Facebook is trying to say is, less is more. You want your image to be the focus of the ad and having too much text next to your image will not reach out to your potential audience. Instead of cramming your text your image, display them in the post as a caption of description.
5. Not Utilizing The Value Of Your Ad Spend
You can do so much more than just getting sales from your Facebook ads. Even if your Facebook ads did not bring much profit or sales to your brand, there are other values you can gain from it all. Some of the things you can obtain are: -Retarget visitors to your site in the future -Get more likes and comments on your post to build your social proof -Make use of those comments and engage with the audience who commented. -Invite those people who have liked or commented on the post to also like and follow your Facebook Page.
There is so much you can do with your Facebook ads and you can squeeze the value of your spending. Avoid these five mistakes in the future and you will gradually see an improvement in your ads. It takes a while for you to start mastering these tips and tricks but the result will be fruitful and productive. If you need a kickstart and don’t know who to consult with, feel free to contact us at email@example.com.
It’s never a bad idea to have a website for your business. A website is one of the most important elements of digital marketing at the moment. Owning a website gives your business online credibility and it somewhat shows that your business is real and legitimate. Owning a simple website can already generate sales to your business. Bear in mind too that a good website is vital. What are the functions of a good website then?
Build Credibility To Your Business
That’s right. As we mentioned just now, having a website can change a whole perspective of your business. Imagine this, when someone has heard of your brand or company name and they want to find out more about your business. Their first instinct is to go on the internet and search it up. When there is no result shown on the internet about your company, it will automatically plant a thought in your potential customers- this company does NOT exist.
This might seem dramatized or exaggerated but it is true. However, when your website pops up first on the search results, it gives a sense of “relief” to the potential customers. This shows that your company or brand is legitimate and trustworthy. One important thing to pay attention to is the first impression your website gives to its visitors.
Keep in mind that your website can be simple but it has to have elements that will build credibility. It needs to exude professionalism, a good reputation and most important of all, it is user-friendly. Another thing that always slips the mind of a business website is how it is on mobile. Remember, most of us use our mobile phones for everything so be sure that your website is mobile friendly as well.
Tell Your Story
People go on a website to check out more information on the brand and company. They are not just on your website to see the design and colors of your website. The moment they click on the link to your website, it is an opportunity for you to tell your story and sell your products within that couple of minutes. Show the human side of your company or brand by sharing your story of how it all started and why you do what you do. People love a good story because they feel connected and relatable. Sneak in some reasons why they should choose your company or brand for your products or services.
Address Frequently Asked Questions
Before deciding to click the “Add to Cart” or the “Check out” button, every potential customer will have a few questions on their mind. After running your business for a while, you will get a hang of the usual inquiries they have for you. Get familiarized with these frequently asked questions and address them in your FAQ page. Provide detailed answers to these questions to save yourself and your potential customers some valuable time.
Highlight Your Services
Describe your products or services clearly on your website especially on the products page. Potential customers want to know as much information and details of your products or services when they are on your website before they decide to engage with you. Once they know what to expect from your company or brand, they will become your returning customers and also most likely to recommend your company to their peers.
Generate Income For Your Business
If your website is not an e-commerce website and you’re not selling your services or products on your website, it should still be generating money and sales to your company. The great thing about having a website is that it is a 24/7 retail shop for your company. It’s always available for potential customers to check out your products and services. Your FAQs are there for them to have a look should they have any inquiries. Better yet, if you have a live chatting bot to assist them readily.
Increase Your Clients Base
How can you reach out to everyone on the internet? How to make your brand or company known to the people out there who should be knowing about your products? With a website, you can use search engine optimization (SEO) to increase the visibility of your website. Increasing the visibility of your website will then attract more visitors and more importantly, potential customers! With the right techniques, your website will be on the top of the search result page in no time.
It’s only logical to have a good and functioning website if you have an up and running company or business. Digital marketing is the new marketing that actually works for all businesses. It would be a shame to not jump on the bandwagon and be introduced and seen in the digital world. Get yourself a proper and good website for the better.
COVID-19 has impacted the economy unprecedentedly. In the wake of economic turbulence from the impact of this viral pandemic, marketers are anticipating lower budget and higher goals for businesses. At the same time, traditional brick and mortar businesses are also forced to adapt to a drastic digital shift following the new norm of social distancing. To study the impact of COVID-19 on marketing and what to expect in the near future, SEO and content technology company, Conductor has conducted a North American survey that involves experts in the areas of Content, Search and Digital Marketing.
This survey had 317 respondents in these primary sectors: B2B (24%), Retail (12%), Healthcare (11%), Media (10%). The remaining 43% were distributed across travel and hospitality, consumer technology, financial services, insurance, automotive, e-commerce-only, manufacturing and other industries.
From this survey, it is found that 65% of marketers anticipate a decrease in their annual marketing budget, while 86% predict that marketing goals will be harder to reach from here onwards. While decreased budget is currently most marketers’ top concern, staff cuts and channel limitations have also become the top perceived threats to marketing performance.
In the face of these challenges, more and more marketers are turning to Search Engine Optimisation (SEO), believing it to be a more important tool of marketing during this unprecedented time. At the same time, marketers are also gearing up to cut back on high-cost areas, such as paid media advertising and inessential headcount.
In the time of global recession, the survey shows that one-third of marketers would choose to skimp on high-cost advertising and, in turn, increase their investment in low-cost channels, such as SEO. 65% of marketers also predict that SEO will become increasingly important during this time — something that is also corroborated by Google when it demonstrates a rise in searches for “SEO”. On top of that, 66% of marketers also report that SEO was a top-performing channel in 2019, alongside Email Marketing and Content Marketing.
As a conclusion, the coming months are expected to see marketers reducing their overall spending while increasing their investment in low-cost/high-ROI channels like SEO. Forester has estimated that spending US$1.3 million on organic search can give an organisation an equivalent value to spending US$12 million on advertising placements.
In the future, companies will turn to digital content for brand building. According to prior research, consumers are also 131% more likely to immediately buy from a brand after they consume early-stage, educational content. 65% of consumers also feel that a brand is more trustworthy after reading a piece of educational content from the brand. Soon, SEO will also be moved in-house in order to cut costly agency retainers. In the coming months, more and more companies will start to manage their SEO internally.
If you are a company in the midst of embracing this digital shift and keen to know more about SEO and how it can work for you, don’t hesitate to contact us for a consultation. We look forward to helping you achieve your marketing goals against all odds.
If you run an e-commerce site, you will be aware that having a ranking at the top of search engines is a high priority. It gives you better visibility and a competitive edge among your other business competitors.
While paid search can place you at the top of the SERPs you there, the long-term cost to remain there may not be sustainable. You need the number one spot, and eCommerce SEO can help you achieve this.
In this step-by-step e-commerce SEO guide, we will explain everything you need to know about SEO strategy for e-commerce websites and provide tips and strategies that will help you optimize your site effectively. Here are the main topics we will cover.
Why SEO Is Important for Your eCommerce Site
SEO is a critical necessity for e-commerce websites. Your products need to rank higher than your competitors, and they need to display the right way so potential customers can find the products they need in the SERPs and choose your site to click on.
When done right, e-commerce optimization strategies will help you rank highly, and your pages will provide the best solutions to a user’s search intent. Optimizing eCommerce sites can yield an ongoing, free source of high-converting organic traffic to your site.
This means less reliance on advertisement spending, a plus for any online business.
In a 2017 study conducted by SEMrush on how e-commerce companies drive traffic to their sites, the results show 38% of retailer traffic comes from organic search. SEO will help increase your organic search traffic, and help your e-commerce site rank higher in search engines. With so many users using Google to research purchasing decisions, both at home and on the go, need an optimized website and product pages.
Keyword Research for e-commerce Websites
The core of any effective eCommerce SEO optimization strategy starts with keyword research. Making sure you are targeting the right keywords is essential to your SEO efforts. Focusing on the wrong target keyword can negatively impact your impressions and bring low-converting traffic to your business.
The Initial Steps of Keyword Research
The first part of an e-commerce SEO strategy involves listing your category and product pages and then identifying and mapping, on a page-by-page basis, the keywords to target.
For e-commerce keyword research, your strategy should prioritize product-focused keywords, taking into account your homepage, product categories, and blog content — this means also ensuring you are targeting keywords based on a medium to high search volumes that are strongly relevant to your brand and not too difficult to rank for.
In a recent SEMrush post, Sandeep Mallya broke down search intent:
Your focus should be on choosing transactional keywords over informational keywords. Why? Because your main priority is ranking for keywords that lead people to purchase, and transactional keywords typically lead to high conversions rates.
How do you find them?
Consider buyer intent. Buyer intent refers to the intent beyond the consumer’s keywords when searching online, which reflects where they are in the buying cycle.
For example, someone searching for a relatively broad keyword (also known as a ‘head’ term’) such as ‘men’s shoes’ is likely to be at the top of the funnel (the research stage), meaning they are still probably assessing the options available, and not ready to buy yet.
Someone looking for ‘black men’s running shoes, size 42’ strongly indicates they are ready to purchase, due to the specific, detailed nature of their keyword (and would be considered a long-tail keyword). This is what we call commercial or transactional intent, and what your e-commerce SEO keyword research should hone in on.
Keyword Research Tools for eCommerce SEO
Using keyword research tools can help dramatically simplify the process of finding keyword ideas when it comes to optimizing e-commerce sites. Let’s take a look at some of the most commonly used by the SEO community.
SEMrush Keyword Magic Tool
The SEMrush Keyword Magic Tool provides access to a global keyword database with over 17 billion keywords and is particularly useful for finding semantically related long-tail keywords.
These are important to target, as they represent keywords with less competition than broader terms, and they have potentially a higher click-through rate thanks to the intent behind them.
By using long-tail keywords, you can also slowly build up authority and begin ranking for a valuable main keyword that has high search volume, but competition is reasonably difficult due to e-commerce giants dominating the SERPs for it.
To find these in the Keyword Magic Tool, simply select the Related tab to find keywords related to your main seed keyword.
In the example below, you can see the search volume, trends, keyword difficulty to rank, CPC, and more for the term ‘coffee table.’ You also get options for phrase match, exact match, and related keywords, which can help you narrow down terms related to intent.
SEMrush Keyword Overview
SEMrush Keyword Overview, this tool provides an in-depth analysis of a keyword’s value, as well as its search volume (national and global). It also shows the number of results, possible SERP features, competition level, as well as providing related keyword questions and variations.
Using Amazon can be an excellent way to generate long-tail keyword ideas. Simply enter a keyword related to your site, and Amazon will provide a list of suggestions surrounding this keyword.
Google Keyword Planner
Google Keyword Planner can be used to look at the commercial intent and search volume of a chosen keyword.
For e-commerce sites, you want to target medium to high competition keywords. You can see this on Google Planner by checking the keywords competition rating, which shows how competitive bids are for that keyword in Google Ads.
To determine the commercial intent of a keyword, you should also check out the Top of Page Bid, which shows how much advertisers are spending on a single click for paid ads. The higher the bid, the higher the commercial intent.
Type in your selected keyword in the search engine and find highly relevant keywords to your brand through the autocomplete suggestions. In the example below, you can see that when I type ‘mens shoes uk’, it provides long-tail terms related to my keyword, based on what users have been searching for.
By scrolling to the bottom of the SERPs, you will also find additional related searches based on what users have searched for in relation to your original keyword.
How to Map the Right Keywords to Your Pages
The next step of e-commerce SEO best practices involves identifying which keywords to use from your research that will help you outrank your competitors.
You want to avoid highly competitive keywords that are almost impossible to rank on. When it comes to SEO for new e-commerce stores, this is critical to remember. Instead, prioritize ranking for less competitive keywords on particular product and category pages to get your brand noticed in the SERPs.
Identifying keywords on a page-by-page basis is recommended but time-consuming. Therefore, it is advised you start with the most important pages on your site, using Google Analytics data or the SEMrush Organic Research tool to help you do this.
Where to Start
Start with looking for the primary keyword you want to optimize for by looking at ones you already rank for, which can be done by using the Organic Research tool. The tool also shows you which URLs are ranking, as well as traffic, search volume and traffic percentages, which you should take into consideration when choosing keywords.
Additionally, you can export keywords to see every domain’s rankings for competing keywords.
Next, look on the SERPs to verify that product and category pages are ranking for your keyword. If that is not the case, then it is time to select a new head keyword.
Keyword Gaps Between Competitors
The SEMrush Keyword Gap tool can also help you identify where to map keywords by providing a keyword comparison of up to five competitors. The tool also shows you where the best opportunities lie, identifying total keyword overlap, common keywords as well as unique keywords you are ranking but that your competitors aren’t.
With your final list of chosen keywords for individual categories and product pages, you can optimize them through on-page SEO. Later in this guide, we will explain step-by-step how you can do this.
Long Tail Keywords for e-commerce Sites
We have mentioned long-tail keywords a few times already, but why are they so important?
Carrying out long-tail keyword research should be seen as just as critical as searching for head keywords. While they are less competitive due to their lower search volumes, they typically have higher conversions, and a greater likelihood of increasing targeted traffic to your site.
Here is an example of both kinds of keywords to explain the difference between the two:
Head keyword: buy chocolate
Long-tail keyword: buy organic fruit and nut dark chocolate
Long-tail keyword research also provides an additional ranking opportunity for your e-commerce site. For valuable long-tail keywords found during the research stage that do not weave easily into an existing product or category pages, you can use them in your content marketing efforts.
We will discuss effective eCommerce content strategies later on in this guide.
Site Architecture for e-commerce Websites
Optimizing your site architecture by simplifying its structure is a fundamental part of any successful SEO strategy, for both usability and crawlability purposes. For eCommerce sites, this means making the navigation of your site user friendly and search engine friendly.
But how? Organize your site in a way that enables visitors to only make a limited number of clicks (the rule of thumb being three or less) to get to any product from the homepage.
By doing this, you will improve the user experience and help to reduce bounce rates, which can result from frustrating navigation on websites.
From an SEO perspective, you will also make it easier for search engines to crawl your site (important for ranking) and preserve link authority. This becomes diluted the further a product page is from your homepage, which is typically the most authoritative for e-commerce sites — and concentrated authority is one of the ways you can help your e-commerce pages rank.
Here is what you should be doing instead: a scalable, flat site architecture that links to the top category pages, which is easy to browse for visitors and also to crawl for search engines.
Optimize Your URLs
For ranking higher in the SERPs, you need to optimize your URLs to make them user and SEO friendly too. These should be clear, relevant, and involve your target keywords, if possible.
You should avoid using long URLs, as they are harder for Google’s crawlers to read.
What does an optimized URL look like? Choose a short, to the point URL that follows a similar structure to what is seen below:
Title tags (also known as page titles) have considerable SEO potential due to their huge impact on a page’s CTR, as they inform people and search engines what the page is about. You will have seen them as the blue clickable titles in the SERPs.
An optimized title tag should be between 55-60 characters long, descriptive, and use target keywords. Your store name shouldn’t be first; remember search intent.
Optimize Your Meta Descriptions
Meta descriptions are the content that appears directly below the title tag in the SERPs, meaning they also play a vital role for click through rates. But how do you optimize them?
The meta description length should be approximately 150 characters.
Each description should be personalized to the page.
Explain exactly why a shopper should choose your site. Featuring perks (free shipping, save X% on.. buy-one-get-one) is one of the ways you can grab a visitor’s attention.
Optimize Your Images
Page speed has been identified as a ranking signal by Google, and a common reason for slow loading pages for e-commerce sites is large image sizes for product pages. Slow page speeds also affect bounce rates.
You can fix this by compressing images (preferably using PNG or WebP formats) to reduce their file size, using platforms such as TinyPNG. Aim to keep images under 1 to 2MB in size.
Optimizing images doesn’t stop there. You should also look at editing the filename for SEO purposes. By making the file name more descriptive, it makes it easier for search bots to understand what the image is.
Instead of adding an image to your product page called IMG125403.png, use the product name and a relevant keyword (if possible), such as sweater-red-polka-dot.png
Another part of image optimization involves alt-text. This is a line of code that informs the browser what is in the image and SEO crawlers read them. Consequently, when it is relevant, it is recommended to include your keyword in your alt-text for search results. Be concise and avoid keyword stuffing.
Add Unique Content to Each Page
If your site features thousands of products, adding unique content will take a lot of time, but there is, unfortunately, no way around it. You want and need an optimized e-commerce business given the huge amount of competition. Search engines require content to be able to understand it and rank it accordingly, making it important for SEO.
We recommend focusing on your most important pages first. For category and product pages, you should be looking at writing at least 250-500 words for each of them, and it needs to be unique.
Besides the product description and your chosen keywords, you can describe in detail any features the product has, awards won, comparisons to other products, and FAQ sections.
Optimize Your Content for Head Terms and Long-Tail Keywords
When writing high-quality content for your products and categories, this is the time to use both types of keywords for an effective e-commerce search engine optimization plan, using the chosen keywords you compiled in the research stage. Remember that a long-tail keyword has a conversion rate that is 4.15% higher than a short-tail one (source: Search Engine Journal).
Add Schema.org Markup
Implementing Schema markup is used to help Google understand your content as well as help potential visitors navigate your site. It can also result in a higher CTR of up to 30% (Search Engine Land), resulting in further sales.
Some of the most common schema properties include:
Reviews and rating schema
Business details including contact
Product availability schema
Focus on Internal Linking
Internal linking involves linking to other pages on your site. It can boost your SEO as you can choose your own anchor text, helping you to rank for your chosen keyword, as well as improve the user experience by suggesting related pages to browsers.
Make sure you are only linking to relevant pages and vary anchor text when you do so.
The Internal Linking report, found within the SEMrush Site Audit tool, can be useful for identifying potential problems with your internal link structure.
Optimize CTAs on the Page
Motivate visitors to take action on your site through engaging CTAs that provide benefit to your users. SEMrush’s On-Page SEO Checker can help you do exactly that, by finding on-page SEO ideas based on the top 10 real-time competitors for your keywords.
How to Identify Technical Issues on Your Website
Fixing technical SEO site issues is vital for e-commerce sites, as it can sometimes be the main difference in ranking between you and another very similar competitor.
SEMrush’s Site Audit Tool is a website crawler that can help e-commerce owners uncover technical issues their website is facing, of which eCommerce sites can be particularly prone to due to having many product pages.
For e-commerce sites, our Site Audit Tool can help you find:
Duplicate title tags and meta descriptions: so they can be updated in order to create unique and relevant tags and descriptions for users and search engines
Duplicate content: which can affect ranking, and link equity, and result in traffic losses.
Slow page load speed: which can impact bounce rates.
Broken internal links: which are bad for usability and can signal to search engines that a website is of low-quality.
Broken internal images: which harm the user experience.
Returning 4xx codes: typically due to broken links, which impact SEO due to crawlability issues.
Low word count: which may not be satisfying the user search intent, impacting ranking in the SERPs.
Links on HTTPS pages leading to HTTP pages: which could negatively affect page ranking.
Pages missing Schema.org markup: having this markup increases the chance of content appearing in SERPS.
How to Fix Common Technical SEO Issues on e-commerce Websites
This issue can be found under the Crawlability reports on the Site Audit tool. Duplicate content is one of the most common SEO issues for large e-commerce issues, as many often have thousands of products on their site, leading to many site pages. But it can lead to crawl waste, impacting the crawlability of your website.
Duplicate content should be avoided when at all possible. If you find them or it is unavoidable having them, here is what you can do:
Use canonical tags to signal to Google which product page is the main page.
Use indexing for pages that do not generate search traffic or robots.txt whilst carefully targeting offending parameters.
Have an up-to-date Content Map to identify where duplicate content exists.
Hide the duplicate within the original.
Thin content frequently occurs with e-commerce sites, thanks to the challenge posed of writing unique content for many similar products. The Site Audit tool can alert you if this occurs on your own (under ‘Warnings’) by flagging pages that have a low text to HTML ratio.
You can fix this by creating detailed product descriptions to make your products stand out to users and search engines alike and aim to make content at least 500 words in length.
Pages that are more than three clicks away from the homepage are referred to as deep pages in your site architecture and are to be avoided. This is because a simple flat structure improves the site crawlability and overall user experience.
You can find these by using a filter on SEMrush Site Audit (under ‘Crawled Pages’> Filter: Crawl Depth’ is ‘4+ clicks’)
There are multiple ways to fix this, including adding feature-based navigation (e.g.. featured products) to your homepage.
Page Load Speed
Page speed issues can be found under Site Performance on the SEMrush tool or under Site Audit > Issues.
eCommerce sites can be impacted by site speed issues for a variety of reasons, such as large image file sizes, slow hosting, and bloated code on e-commerce platforms.
Page load speed can be fixed by:
Optimizing images with compression: through sites such as TinyPNG.
Use a CDN: increase your loading speed, as well as make your site more secure.
Missing / Broken Canonical Links
Missing canonical links that have not been implemented correctly can affect crawlability by impacting efficiency. This is because setting a rel=”canonical” element on your page can inform search engines of which version of a page you want to show in SERPs, but an incorrect or broken one can lead to confusion for crawlers.
When running the Site Audit Report on your site, there are a variety of checks relating to canonical tags, including flagging pages with a broken link and AMP pages that have no canonical tag.
Wrong Pages Ranking
This happens when you optimize two product pages for the exact same keyword, known as keyword cannibalization. For example, a category page ranks instead of a product page or a blog post ranks instead of a product page.
This can lead the wrong page to rank, or even worse, not have either page rank at all due to the confusion it causes for search engine crawlers.
Review content beforehand and identify the strongest of the pages (based on metrics including visibility and traffic), and come up with a different optimization strategy for other pages — or you could remove the others (using 301 redirects to their URLs) so that only one page is left.
If removing is not an option, use rel=”noindex” tags or canonicalization instead.
The HTTPS report in the Site Audit highlights security issues, such as links on HTTPS pages leading to HTTP pages. The tool also alerts users on website architecture problems relating to HTTP.
HTTP issues may occur with eCommerce sites that have moved their domains to HTTPS. HTTPS is an important ranking signal; therefore, addressing HTTP errors is critical for SEO purposes.
No Schema markup
The tool also checks for markups, informing you of what percentage of your website uses Schema (microdata only).
For e-commerce sites, not implementing rich results is to miss out on a valuable chance to stand out from your online competition in the SERPs. Research by HubSpot shows that it can increase click-through-rates by up to 30%.
Adding relevant structured data from Schema.org can help to boost an e-commerce site’s visibility, and it is easy to set up.
Content Marketing for eCommerce Sites
Create Content Your Audience Wants to Share and Link To
Having a blog to support your e-commerce site is an excellent opportunity to use informational long-tail keywords from your keyword research, and creating high-quality content based on them and existing product pages.
Stuck for ideas? SEMrush’s Topic Research tool can also help you generate ideas for new articles and topics to write about by finding topics and questions with strong SEO potential.
Leverage the Power of Social Media
By publishing compelling content often and sharing it across social media (as well as enabling social media ‘share’ buttons for product pages), this will likely positively impact your product and category pages in the SERPs.
This is because building your social media presence helps create site authority. Growing customer recognition, as well as accumulating backlinks from other sites through these channels, sends the signal to search engines that your site is authoritative.
Partner Up with Influencers and Brand Ambassadors
Influencers and brand ambassadors are those within your industry (that aren’t direct competitors) that have either a high domain authority achieved through their website, or have a large following on social media, usually on Instagram, YouTube, or Twitter.
Working with people others trust is worth it for e-commerce sites, boosting sales and traffic. On average, for every $1 spent on influencer marketing, brands make a $6.50 return on investment (source: Tomoson). Influencer campaigns take various forms, such as the one below.
In this Instagram post, Kimberly Espinel (a plant-based food blogger) partnered with muesli firm Dee Muesli to create recipes using their product and shared them with her followers.
Influencers also fulfil an important SEO purpose, too — valuable backlinks. The fundamental aim is to have them link your product from their site, which can be achieved by building a relationship with them. You can do this in a myriad of ways, including sharing and commenting on their posts, sending free products, or simply contacting them outright.
Make sure that any links include a rel”sponsored” attribute, as Google views products gifted to influencers or brand ambassadors as being paid. Without this attribute, the link violates Google’s webmaster guidelines.
Using Video Content
Including videos in your content marketing strategy is an absolute must. 90% of consumers say that video content helps them with their purchasing decisions, and in the graph below, it’s clear that order values increase in accordance with the number of products viewed.
What’s more, these can be repurposed across multiple channels, making them a worthwhile investment.
Link Building for e-commerce Sites
Links remain one of the top three ranking factors for Google, which is why it is critical to have a solid SEO strategy for an online business.
Find Broken Links to Your Pages
Through the SEMrush Backlink Audit Tool, you can identify backlinks you have to your site from other authoritative sites, identify any broken links, and then reclaim them.
Find Sites Linking to Your Competitors But Not Your Pages
The SEMrush Backlink Gap tool can help you compare up to five competitors’ websites, listing the referring domains that are driving links to these sites. This tool also reveals gaps between link building strategies amongst your competitors, providing you with a great chance to reach out and build further links.
Research Groups and Events on Social Media
Unique referring domains matter when it comes to building backlinks, but how else can you find them besides the Backlink Gap tool?
Finding groups or events related to your niche on Facebook is one route to look into. Similar to using influencers, you can offer your products and ask if these could be featured within the group, or in coverage of an upcoming event.
However, don’t forget you need to focus on attracting high-quality inbound links, as you could be penalized by Google if a number of low-quality ones are linking to your site.
Get Links from Your Suppliers or Distributors
This is an easy way to get an authoritative backlink. If you are a reseller or retail eCommerce seller, contact the supplier or distributor that creates lists informing people where they can purchase the products and ask for yours to be included too. This example below of Tabitha Simmons vendors is the type of list you want your site to be on:
Organize a Creative Campaign to Promote a Product
Product PR can have a huge impact on SEO if done correctly. Take a look at the Missguided case study created by Rise at Seven PR. Spotting the opportunity to create an engaging story on dog jumpers that the ecommerce site sold (which at the time had a low product URL ranking), the PR found a similar women’s jumper on the site and matched them.
It was an immediate success. After launching online on social media, it landed over 30k engagement in just under an hour, before becoming a full-blown campaign and gaining over 60 links from US, UK, and EU publications.
As a result, Missguided has now gone from position 30 for dog jumpers to the number one ranking position in the SERPs in just a few months.
SEO for an e-commerce site may include guest posting too. In a recent survey we carried out involving 850 SEO professionals on the most effective link building strategies, guest posting still remained the most popular tactic, recommended by over 53% of those questioned.
The value of guest posting is that not only can you increase the visibility of your site through this type of link, but you can also link back to them too, making it a win-win for both. But make sure that this guest posting is relevant to your industry or niche.
Looking for more link-building tips and ticks? Take a look at our link building for SEO guide to find out more about SEO techniques for e-commerce websites.
Local SEO for eCommerce Websites
Local SEO for an e-commerce website refers to optimizing your products and business for location-specific search queries. Therefore, local SEO is only relevant to those with physical stores. But with 46% for all Google searches looking for local information (source: HubSpot), it is vital for those who do to have a solid local SEO strategy in place.
Here is how to increase your chances of appearing in a local search result.
Create a Google My Business Listing
Not having a Google My Business page is missing out on a huge visibility opportunity for your brand in a local search result. Claim your business and ensure you take the time to fill out all Google My Business sections.
In the example below, you can clearly see all business information Google has found, and it even includes product information, but the business is not claimed. They are missing an opportunity to add a lot of information.
Build Local Citations
One of the main Google My Business ranking factors is prominence in the local area, which you can build through local citations (online mentions of your company and location). It is recommended to look out for niche-specific directories in your area — you want to aim for mentions from the most authoritative business listings for your site.
eCommerce SEO: Some Final Best Practice Tips
Ensure Your Site is Secure
Making sure your site is using HTTPS rather than HTTP is critical for eCommerce stores. Not only does it ensure encryption of your site so that users’ personal details are secure, but it also counts as a ranking factor.
In 2020, Google announced the switch to ‘mobile-first’ indexing, meaning it is vital for e-commerce stores to make sure sites are mobile-optimized now more than ever.
This means providing users with a fully responsive site on mobile and paying attention to site speeds too. Otherwise, you could lose sales.
For e-commerce sites, pagination typically comes in the form of ‘load more’ buttons or numbers of product pages at the bottom of the page.
Optimizing pagination to be as search-friendly as possible is necessary for eCommerce sites, especially those with many products. These can often have deep site structures, which affect crawlability and should be avoided.
Providing a great user experience is hugely important for SEO and for return custom. One of the best ways of doing this is by making the checkout process as easy and fuss-free as possible.
Encourage Your Customers to Review Your Products and Services
Online reputation management counts. For eCommerce sites, that means online reviews matter more than ever before: 85% of consumers trust them just as much as a tip from a friend or family member. They also count as a ranking signal.
Send a follow-up email after a customer has received your product requesting a review or create a small pop-up on your site that encourages users to leave a review without too much effort required (such as a signing-up).
SEMrush’s Brand Monitoring tool can also help you keep an eye on your online reputation.
Deal with Out of Stock and Discontinued Products
If an item is out of stock, you want that specified on a page and add a recommendation for similar products. You can also include a “contact me when it is available” option. Never take down a page when a product is out of stock!
If an item is discontinued, but the page ranks highly, you have two options:
1). Leave the page and make it a comparison page or a historical page with info about the product that people may need later. Provide options to similar items on your site.
2). Redirect the page to another page.
A 301 redirect takes users and search engines to a new URL. If you delete a page and don’t redirect or if you use them incorrectly, it can impact your SEO due to indexing errors — it affects traffic as well as the overall user experience. Check out our guide to learn how to implement 301 redirects.
SEO strategy for eCommerce websites can be complex and take time to carry out, but if you follow our advice provided in this eCommerce guide, it is certainly worth the effort. Through thorough and correctly-implemented optimization, you can yield potentially far higher click-through rates and sales than through paid search.
If you are a copywriter, first and foremost, give yourself a pat on the back for braving the challenges of writing quality copies!Indeed, a copywriter’s job has always been a tough one — create engaging copy that showcases the value a business or product holds, establish trust, impress potential customers, and turn readers into buyers.
With the arrival of the digital era, the job acquired a new critical dimension — search engine optimization (SEO). Hence, the need for SEO copywriting. Without it:
Your content will not show up for target keywords.
You will not be able to convert visitors into buyers.
No one is born an SEO copywriter; it is a skill you can acquire and perfect over time. This comprehensive guide to SEO copywriting below will take you through the entire process from keyword research to writing engaging and optimized copy.
What is SEO Copywriting?
SEO copywriting is all about finding the perfect balance between content that engages (and persuades) users and content that Google ranks highly for your target keywords.
On the one hand, your readers need to love the content you have created — it has to be relevant and engaging. On the other hand, Google needs to understand what that content piece is about, what information will be provided to their users, and whether it has more and better information than your competitors’ websites.
By successfully employing SEO copywriting, you can:
Rank higher in the SERP
Drive qualified traffic (not just any traffic)
Engage readers and create trust
Convince readers to take action and/or convert
According to a joint SEMrush and CMI study, the most challenging task for copywriters is to find a balance between the creative element and search engine optimization.
How is SEO Copywriting Different Than Copywriting?
Let’s first understand how SEO copywriting is different from good old copywriting.
A copywriter is traditionally considered to be a creative professional who knows how to write to appeal to the target audience and boost customer engagement. The particular copy they create is supposed to persuade the customer to take the desired action (go to the store, sign up for a class, etc.).
SEO copywriters tailor this skill to online content. Only, they also take into account how Google operates, what kind of copy gets clicks/shares and satisfies user intent, and what keywords they should tackle with their copy.
SEO Copywriting vs. Content Writing
Now, you may also confuse two other terms — content writing and SEO copywriting. They both have to do with putting words to a webpage. However, they are inherently different by the purpose they each serve.
Content writing has a primary goal of bringing organic traffic from search engines. A content writer’s job is mainly to provide valuable content aimed at your buyer personas (you can check out our latest SEMrush chat dedicated to content writing).
SEO copywriting has to also “sell” them on your product and brand, as in to convert this traffic further down the marketing funnel.
Why Is SEO Copywriting Important?
When done right, SEO copywriting can become a powerhouse for your digital marketing efforts. It can help you to:
Get higher rankings for the right terms (target keywords).
Make sure readers take the desired action (download your app, subscribe to your podcast, etc.)
SEO copywriting entails some of the key ingredients of a success formula for marketing success. It ensures:
Your copy is focused on user intent and contains the right keywords for each of your target audiences (SEO)
It adds engaging content to the mix (copywriting).
It leads the reader to take the right action (call-to-action -> $$$).
Tips for SEO Copywriting
As mentioned before, SEO copywriting is not a skill you are born with. A copywriting and SEO background will help you perfect your job and, with a lot of experience with failures and successes, you will be able to understand what makes your copy effective in achieving the business goals.
So, let’s unravel some tips you can employ to make your SEO copywriting as impeccable as possible.
1. Get Keyword Research Right
Top 3 search engine results receive over 66% of all clicks, and since bringing qualified traffic is one of your SEO copywriting goals, most try to get content within the top 3 positions. Successfully targeting the right keywords, while keeping search intent in mind, will help you get there.
What not to do:
Google has smart algorithms, so if you think you can “cheat” the system, you are in the wrong. The days of “keyword stuffing” practices when you could just get away with repeating your target keyword throughout your copy are long gone.
2. Find the Right Keywords
What are the most relevant keywords your copy should target?
You shouldn’t guess at the right keywords — this is one of the most “tech-savvy” and data-driven parts of SEO copywriting. Make use of online software to do the keyword research job for you. Here is how the entire process could be run with SEMrush.
Get an overview of your target keyword.
SEMrush’s Keyword Overview will help you find some general information about your “seed” keyword (as in, your primary search term). Make sure to look at the general search volume (the average number of monthly searches for the keyword) and keyword difficulty (shows you how hard it would be to rank on the first page of Google for the keyword) metrics.
Find semantically related keywords to enrich your copy.
Targeting several related keywords and entities with a single piece of content will help you reach a wider (yet qualified) audience. And with the Keyword Magic Tool, you can create a list of terms your copy should target along with your “seed” keyword. It is a powerful tool for comprehensive keyword analysis.
By entering your primary keyword, you will get a list of semantically related long-tail keywords. Play with filters and group the keywords by search volumes, keyword difficulty, or other metrics.
Create a list of keywords your copy should entail.
From the list of related keywords, pick a few that are relatively easy to target, yet have solid search volumes.
Pro tip: long-tail keywords may be easier to rank for and help with search intent. This is this master list of target keywords you should keep in mind when crafting your copy.
3. Enrich Your Keyword Research with Related Questions
Search engines are now, essentially, answer engines. Around two-thirds of people between ages 25-49 use voice-enabled devices on a daily basis. According to Google, 41% of people using voice-activated features admit they talk to their devices as if they are human. So, it is smart to incorporate this trend into your SEO copywriting strategy by using question-based keywords.
Resources like People Also Ask on Google, AlsoAsked.com, and forums like Quora or Reddit can be great starting points for uncovering what questions arise around your topic.
And SEMrush’s Topic Research tool provides headlines and questions based on your keywords. Users will also get:
Once you have identified which questions pop up most frequently, add some of them (use the exact wording for these questions) to your copy and provide comprehensive answers.
4. Identify and Map Search Intent
Each webpage and the content that is placed on it should be focused on user intent. Your content will vary depending on what stage of a customer journey your reader is at. And so should your keywords.
By identifying the reason behind a user typing in your target keyword in search engines, you will uncover the “keyword intent”.
There are three types of intent searches:
Informational intent: Users want to find more information on a specific topic, product, or industry. Example: “best coffee machines”
Navigational intent: Users intend to visit a specific site or page. Example: “Nespresso coffee machine types”
Commercial intent: Users aim to purchase a product/service. Example: “buy a new Nespresso coffee machine”
Your copy should target keywords that closely match the search intent of the user.
5. Group Your Keywords Properly
When you know that each piece of content should target certain search intent, you can create a strategic keyword matrix.
This matrix should reflect:
A list of keywords you aim to target with your website.
The number of pages needed per each keyword to tackle a customer at each stage of search intent.
A list of webpages to create and update to have an overarching content-keyword strategy.
6. Optimize Like Your Competitors Do (But Do Better)
Once you have your list of keywords, start looking at the pages that already rank highly on Google’s SERP for your keywords.
Enter your primary keyword into the search bar, and look at the top 10 search results to identify what these pages have in common.
Then, do some investigating and uncover which websites rank the highest for your keywords and gather some optimization and copywriting ideas from your top competitors.
Expand this report to view all organic keywords. You can then choose the ones you want to target (make sure to look at high-volume and low-difficulty keywords first) with your copy and send them to the Keyword Manager to keep track of your choices.
Run this report for a few of your top competing pages and go through the same process.
In the end, you will have a great list of keywords to target with your content. Now, you can start writing and optimize your copy to outperform your competition.
7. Craft the Perfectly Optimized Title
The first thing readers see when looking at Google’s search engine results pages (SERPs) is the title of the page (it should correspond to the headline of your copy).
You want the title to be enticing and offer the reader information that they need — this encourages clicks.
A well-optimized title can:
Boost your organic click-through-rate (CTR).
Increase your page views.
Enhance your rankings.
Your title should help both people and search engines determine what your copy is about and what information they will find on your page.
There are two aspects to title copywriting that we should cover: Titles for SEO and titles for readers.
Your title should include your target keyword, and it is best to place it towards the front of the title tag.
Your title’s message should accurately match the content of your copy. If your title is not relevant to what you are saying on the page, users will just bounce off the page. This response would indicate to Google that you are not providing relevant content to your users, which might, in turn, affect your rankings.
Do not overuse the same keyword — this will be considered keyword stuffing, which is against Google’s guidelines.
Crafting the Perfect Title For the Reader
Make sure your title makes readers want to click. SEMrush recently released a content study and broke down H1 tags (typically article titles) into five groups: questions, guides, lists, how-to, and others, to see which performed better. We found that articles with lists in the headline got up to 2x more traffic and up to 2x more shares compared to other types.
Using numbers can work towards your advantage — it can boost both your CTR and social share count. Example: 10 Quick Ways to Create the Perfect Title
Hubspot reported that headlines that included bracketed clarifications, like [interview], , , actually performed 38% better than headlines without clarifications, which could suggest readers like to have a full picture of what they will get when they click.
Make sure the title fits within the 600-pixel width so readers can see the entire title (too long and Google truncates it).
Use actionable words that will help readers understand what they will gain from the page (learn, take, boost, enhance, etc.).
Use power words and emotional triggers to get attention and create interest.
8. Four Ways to Create Structure for Each Page’s Copy
Whether you are creating a commercial page or a blog post, crafting the perfect structure is crucial. To create a content structure that will make sense to both humans and search engines, you can follow this framework:
1. Create an overview of your topic and subtopics.
To do this, keep in mind a few points from your previous research:
Your target keywords.
How the content is structured within top-ranking pages.
User’s queries and questions.
Based on these points, you will have your list of subtopics to cover within your copy.
2. Bundle Up Your Subtopics
Combine some of the subtopics you have identified and bundle them together; this should help you see how many key areas your copy should include.
3. Place Your Subtopics in a Coherent Order
All that’s left to do is to place these subtopics in a logical order — this will form the skeleton of your copy, and you will be able to elaborate on each subtopic without constantly worrying about the logic and coherence of your structure.
Single Serve Coffee Machines
4. Use Headings and Subheadings
Once you have your structure set, keep in mind that it has to guide both users and the search engine through your content as smoothly as possible.
Clear headings are crucial to both your readers and bots. Each new point within your copy should get reflected in H2, H3, and H4 headings. Furthermore, try to incorporate your target keywords within your headings as well.
This graphic proves that using your target keywords within your headings and subheadings will make sure the readers (and the search engine) easily navigate through your page.
9. Write Introductions that Magnetize Your Audience
Having an intriguing and well-optimized title that meets the needs of a user means people will click and visit your page.
What’s next? You have to get people “hooked” and keep them reading by providing a strong opening. You don’t have long to convince them to stay, so quickly break down:
What the reader will gain
What questions will be answered
How the content will help them or provide a solution
Why they should continue to read
Keep readers engaged by:
Entertaining — family-friendly humour is good
Creating an emotional bond
Demonstrating your brand voice and your company’s core values
Lean on the FOMO feelings — what could they miss or what could happen if they don’t act soon?
What to Avoid:
Overly wordy intros that take too long to get to the point.
Intros about you and why you are great (the readers don’t care; they need an answer to their query).
Selling — you sell by providing info, not pushing sales from the beginning.
10. Focus on Content Flow
Your copy should entice readers to move down the page, raising and answering their questions, and keeping them away from bouncing. To ensure a smooth content flow, create an immersive reading experience.
How do you do that? This topic would require a separate guide, as there are plenty of techniques you can employ. Essentially, your structure should help you out here:
Put your copy’s skeleton on the page -> Start elaborating on each subtopic -> Build bridges to move between the sections.
Google’s Gary Illyes stated at Pubcon Austin 2020, that flow and readability are important for ranking, which leads us to our next point.
11. Improve Readability
Another important aspect of SEO copywriting is to make sure your text is readable. If your vocabulary is over their head or the reading-level is too advanced, you will lose the visitor. Half of the US population reads below an 8th-grade reading level.
It is not because they are incapable of reading more complex copy; they just choose not to (especially online). This implies that your copy will not get shared, liked, or lead to conversions if it is too difficult for some audiences. You have to know your audience.
Professionals will not be okay with a 7-8th grade reading level if they are researching services — you need to earn their trust by sounding professional, so for a more educated and professional audience, up to a 12th-grade reading level is fine.
Basic Rules to Make Copy Readable
Create Skimmable Headlines That Inform Without Reading
Readers often skim before they read. Make sure your headlines inform a reader of what they will gain by reading individual paragraphs or the page as a whole. When you think about search intent and what answers people need, you can include those answers in your headlines, and then elaborate in the following paragraphs.
Your headlines help people readers on the page.
Create Clear and Informative Paragraphs
Just like headlines, readers like to quickly skim through paragraphs to find the information they need. Huge walls of text are daunting and difficult to skim. Use short paragraphs that start with the key message, and add a few sentences elaborating on this point. The more white space you leave, the better the user experience.
You want to break up long paragraphs with bullets or numbered lists and graphics that inform the user.
Use Bullet Points and Numbered Lists
These techniques help you guide your reader through your copy without making them work too hard to find the information they need — they are also skimmable, which is a bonus.
Write in Short Sentences
With shorter sentences, you are once again making the reader’s job easier, and your message more digestible.
SEMrush’s SEO Writing Assistant extension can automatically analyze your target keyword and suggest the best readability rate for your copy (based on your top rivals).
It will analyze your copy’s readability and offer improvements (including which sentences are too long). It also offers insights in terms of originality, SEO friendliness, and consistency of your tone of voice.
Simplify Your Vocabulary
Make sure to limit the use of words that are too difficult to read. At the same time, you can educate your readers on your industry or brand terms, but you must explain what they mean and make the explanation as easy as possible.
You want to avoid using your main keyword too many times; it just makes content hard to read. Utilize your list of related keywords to avoid repetition (and to enhance your SEO, of course). This applies to headlines as well.
12. SEO Copywriting Is Not Just About Words
One image is worth a thousand words.
So, use visuals throughout your page — videos, images, charts, infographics, etc. In 2019, 74% of marketers used visuals in more than 70% of their content. They do this because it works.
Videos and informative images, charts, and infographics can increase a reader’s time on page and trigger them to share the visual across social media accounts. This strategy could potentially increase the reach of your content, and the media, when optimized properly, could be used in Google SERPs.
13. Stick to the Essence
Try to stick to the essence of your key message and don’t go into lengthy discussions around your idea. Clarity and concision are the keys to great readability and user experience. People need answers fast. An overly wordy piece will just distract your readers and, thus, send negative user engagement signals to Google.
The end goal of any SEO copywriter’s job is to create a relevant page for a given keyword based on the user’s search intent.
14. Write Copy that Engages
According to another study by Nielsen Norman Group, only 16% of people will read your copy word by word.
We have explained that using images, shorter sentences, bullet points, and including easy-to-scan subheadings are SEO copywriting best practices. But you should try to engage your readers and keep them on your site for as long as possible. And this is when copy engagement comes into play.
There is no golden rule as to what makes a copy engaging. There are thousands of techniques – from storytelling to PASO formulas. However, there is one underused technique that we feel SEO copywriters could employ in their content. It is an engagement approach deriving from the movie industry – “open loops”, or cliffhangers.
Basically, you have to set up a suspense element early on in your copy to make your readers curious. Then, wait a bit before you resolve it. The more questions you raise, the better. This is what keeps people on the edge of the seat and gets readers engaged.
But remember to always close the loop.
15. Use Original Data
Another efficient tactic to engage readers is to share unique and original data. This can also help you generate backlinks to your page, which will positively affect your rankings.
But what if you don’t have large chunks of data to share?
You can set up surveys and ask customers about their preferences, lifestyle, etc. And then, share the results of your poll. Chances are, bloggers and news sites writing on your industry can refer to your survey results or just share them across social media.
Look through your sales data to uncover patterns. This especially interesting to look at during times of a crisis when many industries are under severe stress (negative or positive). Industry writers would appreciate some inside data to look at.
You can also use customer-generated content. Ask your customers to share success stories with some stats on how your product or service has helped them increase their sales. Examples: “Save up to 80% more time on keyword research.”
Brainstorm and come up with sources of data your company has on hand, and start collecting data for content.
16. Include Links to Relevant On-Site and Off-Site Resources
When you include a link from your copy to an internal or external page, you simply follow Google’s philosophy that “there’s always more information out there.”
But why would you drive people off your page with internal and external links?
By linking to external content, you can build trust around your copy. Any time you include some stats or want to support a claim you are making, linking to an authoritative source can support your point.
By linking to internal content, you can guide users through their customer journey and point them towards pages that convert. You can also link to some other content that elaborates on the idea you are covering. This will show that you are a valuable source of quality content, can result in the reader spending more time on your site.
Pro tip: Make sure the external link opens up in a new window to avoid distractions from your copy.
17. Include CTAs (Call-to-action)
Your SEO copywriting job has a clear purpose — you have to drive users further down the customer journey. But if you don’t tell them where to go next, they simply won’t.
That is why call-to-actions (CTAs) are a crucial addition to your copy. But you cannot just place a button saying “buy my service/product” throughout your copy and expect conversions.
Remember us mentioning “search intent?” If users landed on a copy that was produced for informational intent, include a CTA that would direct them to another page that targets keywords with navigational intent and so forth.
From a copywriting perspective, this will improve your copy’s conversions and the ROI of your content. From an SEO perspective, you could improve your page views, decrease bounce rate, and send positive engagement signals to Google.
Pro tip: Include a few CTAs throughout your copy as readers might not read the entire page. Add one CTA after a few opening paragraphs, another one somewhere in the middle of your page, and one more at the very end.
18. Optimize Your Meta Copy
Meta descriptions are supposed to give search engines and readers information about your page’s content. Thus, all metadata should be optimized with information that will entice users to click. If your metadata is too long, Google will truncate your title tag and meta description in SERPs.
You want readers to get relevant information about your page, so, here are a few simple guidelines on optimizing your meta copy:
As mentioned, your title length should be around 60 characters. It should include your target keyword and reflect what the page is all about in an enticing manner.
You should also think about your meta description (the text displayed below your URL). The description should be around 156 characters or less. So, keep your description concise and persuasive to encourage searchers to click and visit your page.
And don’t forget about adding image alt tags (descriptions for images you use throughout your copy). With Google’s image search on the rise, you should tap into this trend by adding short yet clear descriptions for your visuals.
19. Make Your Content Shareable on Social Media
If you want your copy to reach a wider audience, you have to make it easy for the reader to share your text, image, a single phrase, etc. Here is how:
Add social sharing buttons to your site and blog pages.
Provide an option to press on a few lines of your copy and tweet directly.
Use authentic data, original visuals, and catchy sentences to encourage readers to share your message with their followers on Twitter, Facebook, LinkedIn, etc.
Making sharing easy — make sure the text and title that load on shares are accurate.
Make sure website images properly render in social shares.
Should You Hire an SEO Copywriter, or Can Anyone Do It?
There are various types of pages that need SEO copywriting — landing pages, blog posts, product pages, sales pages, etc. They all need different kinds of content and different kinds of knowledge about a business or industry.
The main “quality check” for a great SEO copywriter is whether they successfully convert traffic into leads and sales. Therefore, an SEO copywriter has to know conversion copywriting basics. For this, they need quite a wide skill set — from basic SEO knowledge to great copywriting skills that can make copy persuasive.