If you think, SEO and Branding are isolated strategies that cannot be worked together, you are wrong, both are empowered and can bring even greater results.
The Branding is a classic strategy over the years has allowed brands assert themselves in the market and become major commercial strengths.
Many think that writing is the easy part when it comes to creating a blog or any other website, but they couldn’t be more wrong, especially when you have to take Content Marketing into account. This is where I ask you, do you have it in mind? Do you know who should be addressed?
Writing for people or search engines, that is the question. Discover in this article how to solve one of the biggest and recurring dilemmas of Content Marketing to learn how to delight users and search engines alike.
When Digital Marketing experts repeat over and over again that “CONTENT IS KING”, they don’t lie or exaggerate. It is through content in text, image or video that users solve their doubts, educate and entertain.
Without content, the Internet as we know it simply would not exist. Therefore, the work of content creators and producers, such as SEO copywriters, is increasingly required and better paid for projects and companies in all sectors.
However, creating content becomes a thorny task for new SEO copywriters who must face one of the great questions of Content Marketing … Whom should it be written for people or for search engines?
If you had this doubt when creating your content, you have reached the right place. In this article, you will discover the solution to this concern with the intention that you learn to write better materials for companies that hire your copywriting services.
We start!
Before getting into the matter, let’s briefly review the main aspects of Content Marketing.
In simple terms, Content Marketing seeks to attract, convert and enchant Internet users through the generation of valuable content with the intention of closing a sale, creating lasting relationships of trust between users and brands.
Well, the matter is a bit complicated because, as you can see, Content Marketing must respond to the business objectives of a company while addressing an audience – person buyer – that searches for relevant content in the oceans of content that we call search engines.
So, here comes the great mystery of all content products: should it be written for people or search engines? The great answer is… You must write for people and optimize for search engines!
What does that mean? When creating quality material, a web content products should keep in mind that …
If the idea of Content Marketing is to create articles that help buyer people, for an SEO editor it is impossible to write them without knowing who they are and what their pain points are.
Knowing the buyer people is crucial to execute a successful content strategy, since they are the ones who will help you determine …
Put yourself in your user’s shoes. If you do a Google search, what kind of result do you expect to find? Keeping that thought in your mind at the time of writing will make you create materials that will be useful for your users, with objectivity and quality.
Remember that the ultimate goal of a Content Marketing strategy is to create relationships of trust between users and the company through content that addresses their concerns.
If it is you or the company you work for who create this content, users will rely on it to make a purchase before anyone else. Do you understand now why the work of the content editor is so important and well paid?
Believe it or not! Many copywriters simply implement all kinds of SEO techniques to improve their search engine rankings without considering that the content is to connect with people.
Obsolete practices such as Keyword Stuffing, where the keyword is repeated over and over throughout the text, often meaningless, are preferred by some of these editors.
However, when you understand the importance of resolving a user’s doubts and writing content intended for a specific buyer, it is when you create valuable content that will engage your users and retain them with your company.
To stand out from the ocean of information available on the web is only possible with quality content and to produce content of this type it is necessary the work of editors who are clear that the content is to be consumed by people, not by robots.
Being the semi-fictional representations of your ideal client, as an editor you should concentrate all your efforts on enchanting them with your content.
By knowing their concerns and challenges, you can create useful content that will help them solve them, eventually improving the relationships between them and your business. Remember the main objective is not to please Google but to deliver value to your users.
There are three types of search …
Taking into account the search intention will help you to better direct your content, because you will be able to understand in what type of search your materials may appear and what type of information they should contain to meet the expectations of your users.
Keywords are what unites user content. These are the ones that trigger the appearance of your articles in the SERP.
Using them correctly will make all the difference. Avoid Keyword Stuffing, use its natural variations and only add it if it is consistent with the structure of the text.
Needless to say, right? Once you know your buyer people, you understand their problems and what their search intentions might be, you should create the best possible content to solve your concern.
Remember that you must meet the expectations of the users, not yours.
Look for quality references, learn about the subject and write a complete and original content. Rather than worrying about the number of words required to position, worry about solving your user’s doubt.
Web content is characterized by offering direct responses to the point.
It is essential to have an excellent command of the language and its grammatical norms, as well as to have knowledge of the subject on which it is written to correctly convey the message to the reader.
In addition, you can use persuasive writing techniques to convince your users and keep their curiosity to the fullest while they read your article.
The function of an SEO title is to attract users to your material and briefly describe its content to search engines.
Among the best practices are to include the keyword, create a sense of urgency and keep it short, between 50 and 55 characters.
Search engine optimization is crucial in the production of web content. You must dedicate a lot of study to know and apply all the positioning factors On Page and Off Page.
However, if you are just starting in web writing, the main thing is not to neglect factors such as SEO title, intertitles or heading tags, friendly URL, alt attributes of images, meta description and backlinks.
Give your articles a simple structure to understand for both people and search engines.
The demand for SEO copywriters is on the rise thanks to the success of content strategies.
To become an attractive SEO editor for the market you must be dedicated, practice and study tirelessly about Digital Marketing and Content Marketing.
The good news is that, little by little, reading and applying articles like this, you will learn to create valuable materials for your customers that, in the end, will be reflected in good payments for you.
Freelance copywriting can become a source of substantial income if you know how to deliver quality content written for people and optimized for search engines.
SEO web design is a process of creating websites that search engines can scan, index and understand. Search engine crawlers cannot “read” and “interact” with a website as with a human being. For this reason, they access the HTML code of the site and look for signals that help them understand the structure of the site and the meaning of its content.
Analyzing your competing sites does not help in a strategic sense. Your goal is to work hard, create a site with original content, think about users and produce sales. It is better to focus on your project, be consistent, and work to improve it than spend too much time analyzing the competition.
Grammarly is a multi-million dollar company (without external funds) that has a fantastic history, which has become the main online tool for automated grammar checking and proofreading.
The most interesting thing that has happened to Grammarly lately is its transition from application to a browser plugin, usable wherever you are writing, as long as you are online.
Developing an SEO strategy for eCommerce is an activity that must be carefully planned and must necessarily include medium and long-term steps.
Those who deluded themselves to obtain the desired results in the face of a single one-time investment ended up irremediably to be disappointed, spending time and resources for a short-term result that had no other effect than a meteor effect: a moment of light and then oblivion.
SEO activities need time to be effective, gradually gain thickness and are constantly monitored and re-calibrated. For this reason, a good strategy must provide that every single aspect is durable and, of course, sustainable.
Who proposes hit and run SEO activities promising exceptional results quickly and easily to the customer, is doing it in bad faith, relying only on mechanisms that seem to work immediately leading to a rapid increase in traffic to the site, but that are not able to guarantee a good performance in the medium and long term (and often not even in the short term).
What distinguishes the winning eCommerce sites from their competitors lies in the fact that the former have chosen a quality SEO consultant and have allocated a budget to ensure adequate follow-up even after the initial work has been completed.
If a client does not have the financial resources for a long-term consultancy contract, or a support strategy to continue to follow the work once the initial project has been completed, it will be back to the starting point in no time. Plus the lightened bank account.
It is fundamental not to underestimate the importance of the continuity of an SEO activity, rather it is one of the five principles on which an effective SEO strategy for eCommerce is based.
This last point must be understood as “continue always”. It is a constant process and in constant evolution: to interrupt it is practically to cancel it.
We assume that you have applied all the above principles in your SEO strategy for eCommerce, and that you are therefore seeing an increase in your site’s traffic. Interrupting the SEO activity would disregard new growth opportunities and you would lose the chance to correct the shot.
Continuing to monitor your analysis and research data and using them to re-calibrate your SEO strategy, you would instead get several advantages, such as …
By analyzing KPIs you can find out how to further improve your SEO strategy, increasing placements, traffic and sales.
If your strategy works, you will have new users who visit your site coming from the organic results of search engines, and then you will have the opportunity to study their behavior and learn more about your target.
If, for example, you realize that many people are looking for a “top-loading washing machine”, it means that they have space problems. So, you will need to make sure that the site’s contents and product sheets are able to clearly communicate that top-loading washers allow you to save space without compromising washing efficiency. In this way, by analyzing their search terms, you have already answered any questions that customers may ask based on their primary need, namely the management of restricted spaces.
A person can think of a lot of things before deciding to make a purchase. If you can identify and isolate the sources of these doubts, study the behavior of users and analyze the individual problems that arise, you will have more chances to finalize a sale.
If you are the owner of an eCommerce and your business also includes physical points of sale, you will have to deal with different aspects managed both internally and externally by people who perform different tasks related to different disciplines. To achieve the best results, all these activities must be integrated with each other.
This means a great deal of interaction and comparison between people and company departments, which in many situations does not happen. This is one of the main reasons why it is so difficult to keep the first results obtained. Having an SEO consultant to manage follow-up activities will help you keep people and teams working in a coordinated way.
Rome was not built in a day. The same applies to an effective SEO strategy. The best results are achieved when your SEO tactics are well structured, strategic and always with an eye to the long term. So, if you are willing to invest in SEO, prepare to allocate an adequate budget for a continuous contract (stipulate annual consultations is the norm in this area). It will allow you to safeguard your initial investment, making it profitable over time.