Transcripts
1. Introduction: SEO copywriting is a vital
skill for businesses, creative entrepreneurs
and personal brands who want to stand out online, attract more visitors and turn their internet
presence into profit. By the end of this SEO
copywriting masterclass, you'll know how to
write effective, optimised copy for websites that shows up on search
results and gets clicks. Hello, I'm Ruth. I'm a full time professional copywriter who writes persuasive digital copy for businesses and charities. I'm paid to write search engine optimised copy that not only
captivates the audience, but drives sales,
sparks engagement, and helps achieve
marketing goals. So I know what works. This is an in-depth
class that will give you a thorough insight into all
aspects of SEO copywriting, from unlocking the mysteries
of keyword research, crafting irresistible
subheadings, and enhancing readability to fine tuning
your writing style. Each lesson is not
only packed with detailed walkthroughs
and real life examples, but also designed
to be interactive, inviting you to apply these
concepts in real time. Your workbook distills key
points from each lesson and provides practical
activities for you to apply your new
skills right away. You don't need any
special writing skills or experience to
succeed in this class. All you need is a passion
for your brand and a clear understanding of its core mission and
unique selling points. The knowledge you're about
to gain will transform your SEO copywriting and elevate your online presence.
Let's get started.
2. Class and Project Overview: By the end of this lesson, you'll have a
comprehensive toolkit to squeeze every bit of
value from this class. I'll walk you through
the different topics we'll be covering, the structure of each lesson, your class project and the resources I've got lined up to
support your learning. We're going to start with
the essential principles of SEO copywriting followed by an in-depth look at keyword
research and selection. You'll then discover how
to lay the groundwork for your success by clearly
defining your strategy, including your audience,
message, purpose, and approach. We'll look at how to
structure your ideas effectively before writing the first draft of our web page, then adding effective
subheadings that captivate your readers. Next, we'll unlock the
secrets to crafting a clickworthy title and a persuasive call to
action that's sure to get clicks. We'll then polish your skills by enhancing your
copy's readability, developing your writing style, and editing your work
until it shines. You'll master writing microcopy, including meta descriptions
and image captions, And learn tactics to approach different types of web pages, such as about pages, product pages, and
landing pages. And then we'll wrap things up
with valuable strategies on maintaining and
updating your copy to keep it fresh and relevant. That sounds like
quite the journey, right?! But don't worry, I'll be right here with you, providing you with
professional advice, efficient techniques, and some brilliant time saving hacks. Every lesson is filled with detailed walk throughs
and real world examples. And you'll learn how free
online tools can make your SEO copywriting even more
streamlined and effective. While the SEO
copywriting principles you'll learn can be
applied to all web copy, the class project keeps
things straightforward. You'll create a blog post
from scratch adding to it with each lesson using the skills you learn
along the way. That's where your
trusted companion, the class workbook, comes in. This workbook is your go-to
resource for this class, highlighting key takeaways
from each lesson and providing practical
examples to help you apply your new skills
and complete your project. Your blog post doesn't
have to be long. Simplicity is key here. If your website doesn't
have a blog, no problem. You can draft a landing page
or a product page instead. Now it's time to
introduce you to an example I'll be using
throughout this class to illustrate the principles and techniques of SEO copywriting. Meet Green Cat, a
fictitious online store specialising in
sustainable cat supplies. Green Cat is launching a new
blog and I'll be leveraging my SEO copywriting
skills to ensure its posts rank as high as
possible on search engines. As we move through the class, I'll be crafting a blog
post for Green Cat, demonstrating each technique I share with you in real time. I'll be using the
class workbook and various online tools to create
this practical example. You can see clearly how each technique works in
a practical context. The tools and real life
examples of best practice are referred to during the class are all listed in the workbook. As we progress, follow along in your own workbook applying the techniques to
your own project as you learn. Before you
move on to the next lesson, download or print
out your workbook. You can find the link in
the class description and resources tab. We're going to start by setting
a strong foundation with some essential SEO copywriting
concepts. Let's get to it.
3. SEO Copywriting Essentials: Let's begin at the
beginning with a strong understanding
of the basics. In this lesson,
you'll learn what SEO copywriting is and why it's essential for
your online content. We'll demystify key terms, debunk outdated
myths, and discover the golden rule of
SEO copywriting. With a clear understanding
of these concepts, you'll be primed to unlock the full potential
of this masterclass and create content that not only ranks high in
search results but also resonates with your
readers. Let's jump straight in. What is SEO copywriting
and why does it matter? SEO, or search engine
optimisation, is about optimising your website so it climbs higher in
the search rankings. Copywriting is all about
crafting compelling content that encourages your reader to act by clicking on your website, sharing your story, or
buying your product. When these two
specialisms collide, we get SEO copywriting:
The craft of creating web content that not only helps your website rank high
in search results, but also persuades your reader
to engage and take action. You can think of
it as a piece of music that has a
balance of rhythm, (the structured,
measured beat that keeps the song on
track) and melody (the engaging, emotional
content that you connect with) SEO copyrighting combines structured strategic
elements like keywords, headers, and meta descriptions with creative engaging writing. The great thing is that
the the best practices for SEO friendly content significantly overlap with engaging and persuasive
copywriting techniques. This is no accident. Search engines like
Google continually tweak their algorithms to prioritise results
containing engaging, useful, and persuasive content. That leads us on to the first of two longstanding
myths about SEO: That it's the enemy
of user experience. In reality, they're
on the same team. Today's advanced search
engines recognise and prioritise quality,
user friendly content. So, SEO and user experience? Best friends, not rivals. Look at this blog
post by Backlinko. It's a clear, straightforward and interesting guide on how to find and fix broken
links on a website. If you were looking for
information on this topic, you would be pleased
to find this article. The post is also effectively optimised
for search engines, with the phrase "broken link" appearing 33 times
throughout the text. This is an excellent
example of how user experience and search
engine optimisation can work together seamlessly. Another SEO copywriting
myth is that you can still get away with
using sneaky tricks like keyword stuffing
or manipulating metadata to cheat
search rankings. This was only ever partly true - these dodgy tactics invariably
backfired in the past, but it's now completely wrong. Today's sophisticated
search engines can spot such tactics and
penalise websites using them. That's why we will
only focus on ethical, effective strategies
in this class that not only rank your content, but also deliver value
to your audience. Today's search engines
have come a long way from scanning for keywords. They now understand the
context of your content, making it crucial to prioritise readability
and structure. This means using
natural language, keeping sentences and
paragraphs clear and concise, and logically organising your content with
relevant subheadings. Though Google can't recognise more subtle characteristics
like style or tone (yet), these elements contribute
to user engagement, which Google does measure. To return to our music metaphor, each piece of SEO copy is a unique composition
that should evoke a specific reaction from your audience and guide them on a journey
with your brand. Just as a piece of music stirs emotions and tells a
story to its listeners. If all that sounds a little overwhelming,
please don't worry. We'll tackle it all step by step in the
lessons that follow. For now, the main thing you need to remember from
this lesson is this great SEO copywriting isn't vastly different from
great copywriting. While there are some unique considerations for
the online world, which will cover in this
class, at its core, SEO copywriting is
about delivering clear, engaging content that serves your readers needs and
holds their interest. So what's the golden
rule of SEO copywriting? Simply this: Create content
your audience loves and finds valuable. To help you navigate through the SEO
jargon and buzzwords, refer to the glossary at
the back of your workbook. It's your handy reference
throughout this journey. And please, if
there's a term used in this class that's
not on the list, do let me know so
I can add it in. Before you head to
the next lesson about keyword research, make sure you've
got a firm handle on the concepts
we've just covered. You'll also need your
brand's mission statement or about page copy. Understanding your
company's mission, what it offers and
what makes it stand out is beyond the
scope of this class. But it's vital for
successful SEO copywriting. If you don't have
this information, consider a quick detour to my 15-Minute Mission
Statement class. You can find the link in your
workbook, where you should also add your brand's
details for easy reference as you progress
through this class. Are you ready to learn all about keyword research and selection? See you in the next lesson.
4. Keyword Research and Selection: The foundation of
effective SEO copywriting is keyword research. In this lesson, you'll
learn what a keyword is, its significance, and the
different types of keywords. I'll share with you a
practical three stage approach to conducting thorough
keyword research, focusing on your brand,
audience and competition. By the end of this lesson, you'll have everything
you need to identify key phrases that align
with your brand's voice, resonate with your
target audience, and have strong potential
for high search rankings. If keyword research sounds
a bit boring to you, try approaching it
as a treasure hunt. The keywords are the precious treasures that
you're looking for. This lesson will equip you with a treasure map to
help you find them. A keyword is a word or
phrase that people type into search engines to find information,
like "cat", for example. In SEO copywriting, using the right keywords helps your content show up in
relevant search results. Keyword research
involves understanding your audience's search
language to create a list of keywords for
your site to rank for. Central to keyword research
is the focus keyphrase, the search term
you're targeting for a specific post or page. As the Internet expands, it's becoming more common to use longer keyphrases
over single keywords, because longer
keyphrases can be more specific, so they can
be easier to rank for, especially for smaller websites. We're going to split
our keyword research into three stages, Brand, Audience,
and Competition. As we move through these stages, we'll build and hone a short list of the
potential keyphrases to target before choosing one as the focus keyphrase
for our blog post. First, the Brand stage. Here, your brand's mission and unique selling points should guide the subtopics
for your writing. Green Cat's home and about
pages for instance, offer many keyphrase ideas from "sustainable
cat supplies" and "ethical cat food" to "planet friendly cat products"
and "eco-friendly cat toys". Don't overthink this stage. If you're familiar
with your brand this part should be easy. These words and phrases
should be the things you want to write about and you want
your brand to rank for. Write your Brand Stage
keyphrases in your workbook. Now it's time to move on to the next phase and focus
in on your audience. With your mission in mind, you need to get into the heads
of your potential buyers. What will these people
be looking for? What kind of search terms could they be using
while looking for your service or product?
There's no need to guess. There are plenty
of free tools out there you can use to
help you figure it out. The first tool we're
going to use is Google Ads Keyword Planner. To use it, you first need to
set up a Google Ads account. But you don't need to
spend any money or run any actual Google Ads. This tool is excellent for keyword research because
it's managed by Google, by far the most popular and
powerful search engine. It's suggestions are things real people are
actually searching for. As a starting point,
add a keyphrase you identified in the Brand
Stage. For Green Cats, I might start with
"sustainable cat supplies". Compare Google's keyphrases
to the ones I identified earlier based
on Green Cat's about page. Green Cat describes their
products as "sustainable", "ethical", and "planet friendly". But just a few seconds of
keyword research reveals that when people are searching for
products like Green Cat's, they're using the phrase "eco-friendly". To appear in
relevant searches, It's vital that Green Cat starts speaking the same
language as its audience. You would be astonished
how many brands make this language mismatch error. Don't be one of them when
it's so easy to spot and fix. Armed with this
information about the language people
are using in searches, the next tool we're
going to use at this Audience Stage
is Google itself. This tactic is called
Alphabet Soup. Start writing your main topic or keyphrase,
then the letter "A". These are the most
common things people search for in your niche
that begin with "A". Continue through the alphabet, writing down the suggestions that fit your brand and topic. Continue to build and refine your shortlist of keywords
by adding those that are align with your brand and
crossing out ones you previously identified
that aren't being used by your audience. Your refined list now
consists of keyphrases that are relevant both to
your brand and your audience. Lastly, the Competition Stage. Here we refine the
list further to keyphrases we're most likely
to be able to rank for. The easiest way of working out your competition is through
a simple Google search of each of your
shortlisted keyphrases. Visit the pages that rank highly for a
potential keyphrase. What kind of information
do they provide? Is their content well written? Consider what unique benefits you can offer that they don't. By analysing your
competition in depth, you can identify
what they do well and find opportunities
to outperform them. Larger companies
dominating the results might push your ranking down. Focus on the areas that are underrepresented or where you can add something different. For example, if I search for phrases containing the
word "bikepacking", the website bikepacking.com is invariably top
of the results. This website does a
brilliant job of covering all aspects of backpacking by
bicycle with well written, engaging, and optimised articles covering all elements
of the niche. If I was considering
a keyphrase related to bikepacking, I might want to
reconsider or identify a specific key
phrase that wasn't already being covered
by the leading website. As you're doing your
competitor research, cross out the keyphrases in your workbook that are
heavily dominated by strong competitors and
highlight the ones where the competition seems
weaker or less relevant. Now you've found the overlap between what you want to say, what your audience
is searching for, and what isn't already being
covered by your competition. That sweet spot in the middle is your refined keyphrase list. Before you move on
to the next lesson, carry out your own
keyword research using the three stage approach in this lesson.
Use the workbook as a guide to help organise
and document your findings. Select a focus
keyphrase that you aim to target in your
class project blog post. This keyphrase should
resonate with your brand, be something your audience
is searching for and have potential for ranking
well in search results. In the next lesson, we'll zoom right in on our
focus keyphrase and use it to define
the audience, message, purpose and approach
for our blog post.
5. Define Your Strategy: In this lesson, you'll learn another critical foundation for successful SEO copywriting - defining the strategy for
your blog post or web page. I'll guide you step by step
to identify your audience, hone your message,
clarify your purpose, and choose your unique approach. Let's kick things off by understanding these
essential concepts. Your audience refers to the WHO: The readers that your
post will cater to. Your message is the
WHAT: The information or idea you're
aiming to deliver. Your purpose is the WHY: What you want to happen
as a result of the post. And lastly, your
approach is the HOW: The unique way you'll
convey this message. Having these four
components well defined before you
start writing not only streamlines
your writing process, but also sharpens its
focus and direction. You can think of
it like a party. Your audience is
your guest list. Your message is
your party theme. Your purpose is the reason
for the celebration. And your approach is your
unique personal touch. Let's get this strategy
party started! In the previous
lesson, you chose a focus keyphrase that you aim to rank for with
your blog post. For our example
brand, Green Cat, I selected the keyphrase "eco-friendly cat toys". Keep your chosen keyphrase front of mind during this lesson. Just like how you would
tailor your guest list depending on the type of
party you are throwing, defining your audience involves identifying the people who would be interested
in your content. Understanding your
audience means you can tailor your content to
resonate with them. Start by building a profile of your ideal reader. For a
post based on Green Cat's focus keyphrase "eco-
friendly cat toys" The ideal reader
might be a cat owner who prioritises eco-
friendly products. This person likely values sustainability and is willing to invest in quality products that align with this value. They may also be seeking
information about the benefits of eco-
friendly cat products, or looking for
recommendations on the best sustainable
cat supplies. You might find it
helpful to visualise an actual person who will
be reading your copy. It might be an existing
customer or someone you know who fits into
your target demographic. A popular free online tool
that can help with this is Xtensio's User
Persona Template. It's really easy to use and guides you through
the creation of a detailed user persona that captures all the
information you need. It also looks great
and will come in useful for more general
marketing activities, not just your website. When defining your blog post's target audience,
aim for precision. A narrower audience can make your SEO-focused writing
much more straightforward. For instance, take the website
Fermenting for Foodies. It's clearly designed
for a specific group: enthusiasts of fermented foods. Exploring this site reveals
how its articles are meticulously crafted to engage
this distinct audience. Opting for a tight
niche not only boosts SEO advantages but also simplifies the
copywriting process. The party theme gives it its particular direction and sets the expectations
for guests. Similarly, defining your
message is about setting a clear and consistent theme for your post that resonates
with your audience. This is the key idea or
information that you want your audience to take
away from your blog post. Your message should be directly connected to your
focus keyphrase. For green cat, the message
could be "eco-friendly cat toys are a sustainable
choice that benefits both your cat
and the environment". The message should
be clear, concise, and valuable to the audience
you defined earlier. At this point, you should also consider the purpose
of your post, which leads on to what you want your reader to do
when they've read it. For example, you might want them to buy a specific product, sign up to a newsletter, or download a resource. Or perhaps the purpose of
your post is less tangible. For example, maybe you
want your reader to see your brand as
more authoritative, or to view your blog as somewhere they can
find trustworthy, up to date, or funny content. After reading Green Cat's post, I want the reader to click
through to see their range of eco-friendly cat toys and make
a purchase. Alongside that, I want my audience to see
Green Cat's blog as a go-to resource for information and advice on sustainable cat care. You can think of this action as the next step in the
reader's journey. It should tie in with
your sales strategy and overall marketing plan. It will be vital when it comes to writing your
call to action later. We've defined the who,
the what, and the why. Now let's move on to
the how of your post. Every host adds their
personal touch to the party, whether it's unique decorations, special activities,
or signature recipes that sets it apart
from other parties. In the same way,
your unique approach is the distinct flavour you bring to your content that differentiates it from others
and makes it memorable. One popular method is
to build your post around a compelling story
related to your topic. For instance, with
our Green Cat brand, I might choose to share the
intriguing story behind the creation of a specific
eco-friendly cat toy. Another tactic is to incorporate research or data
into your writing. By adding facts,
figures, and findings, you can enrich your content
and lend it credibility. For instance, Green Cat could
weave in some statistics showcasing the
environmental benefits of opting for sustainable
cat products. You might consider
addressing common myths or misconceptions
relating to your subject. This approach can draw readers in by piquing their interest. So green cat might
choose to debunk the myth that eco-friendly
pet products are expensive. Other popular approaches include a 'how to' tutorial approach, using a case study or
testimonial, framing your blog post as
an interview with an expert or
celebrity, a listicle, a question and answer
approach, a timeline, a comparison between two
or more products or ideas... The list is almost endless. I've listed some popular
approaches in the workbook. You can do your own research
by reading other blogs, especially those not
related to your niche. And you can mix and match
the approaches based on what best serves your message and appeals to your audience. For Green Cat's blog post
about eco-friendly cat toys, my main approach will be a problem-solution approach that outlines the problem with traditional cat
toys, and presents Green Cat's products as the
solution to that problem. Before you move on
to the next lesson, complete the strategy
section of your class workbook. Clearly define the
audience you're targeting. Try visualising a specific
person as you write. Next, articulate your
message, making sure it ties back to your
focus keyphrase. Then pinpoint the
purpose of your post. What do you want
readers to do or feel? Lastly, let your
creativity shine as you decide on your approach. Consider storytelling, data, debunking myths, or any of the many tactics that
resonate with your brand.
6. Structure Your Ideas: Now that we've identified
our focus keyphrase, defined our audience
message and purpose, and chosen our unique approach, it's time to create a
structure for our post. In this lesson,
you'll learn how to generate ideas for topics
to cover in your post, group these ideas into coherent, bite-sized chunks
and order them effectively. I'll walk you through a
practical four-step process that helps you move from a broad brainstorm to a refined and focused
outline for your blog post. The theme of structure is going to underpin the
next few lessons. Let's start by exploring
it and what it means for users and search engines
in a bit more detail. The structure of your blog post greatly influences
its effectiveness. A well planned structure
improves readability, benefits your SEO, and most importantly, increases
audience engagement. That's because when
we read web copy, we tend to scan text before we commit to reading
all the way through. When we're scanning, we're usually looking at
the same things: The start of the introduction, the subheadings, and the first sentence
under each subheading. We call these core
sentences as they often contain the main
ideas of each section. If your subheadings
are well thought out and your core sentences
are engaging, you're more likely to keep your reader's attention and encourage them to read further. Also, a well
structured text with logical transitions
helps readers understand the connection
between your ideas, making for a smoother
reader experience. On the technical side, search engines like Google analyse your text using
certain patterns. They've got fancy names like the "reasonable surfer"
and "semantic closeness". This basically means that
they're looking at how closely related your headings and titles are to the
paragraphs they describe. If you structure your text well, you'll help understand
the relationship between various parts of your content and that can positively impact your
contents search ranking. We're going to cover
core sentences, transitions, and subheadings
in the next few lessons. In order to write
those things though, we first need to create
a structure to apply them to. Just like a
well constructed house, any well structured piece of writing relies on a
solid foundation (your message), supporting walls (subtopics that
reinforce the message), and a logical layout (the order in which the
subtopics are presented). Each room in the house is a subtopic serving
a specific purpose, but all contributing to the overall function. Here is a simple four step
process to follow to generate ideas for
what you want to cover in your post and organise them
into an effective structure. Begin with a free
flowing brainstorm. Write down everything you want to cover in your blog post, no matter how minor
it might seem. You can use tools like mind maps or sticky notes
to visualise your ideas. This can help you see
connections you might not initially notice.
I'm using Miro, which is a free
virtual whiteboard. As you're making your list, keep checking through it and add new topics that
present themselves. Keep your strategy front
of mind the whole time so the topics you choose align with your
audience, message, purpose, and approach. For more ideas on what to
cover in your post, revisit your keyword research
and your competitor sites. Think about what
questions people might have about your topic
and answer them. Consider recent
developments or trends in your field that could be
relevant to your main topic. This is not only engaging, it also shows that your
content is current. Next, organise your ideas
into topics and subtopics. Look at your list and start
grouping related ideas. Together, these clusters will
become your main topics. Within each main topic, you'll likely have smaller
points or details. These are your subtopics. For instance, in Green Cat's post about eco-
friendly cat toys, I have a topic about
the positive impact of the toys and the subtopics are the environmental benefits, the benefit to the cat, and the wide range of
products available. The third step in the process
is to sequence your topics. Decide on a logical
flow for your topics. Which point serves as an
introduction to the next? Which points build
upon previous ones? Consider the reader's journey. There are various ways
to order your content. It could be chronologically,
sequentially, from basics to more
complex aspects or problem-solution style. You choose based on what
best fits your content. My Green Cat post is
going to start with the problems caused by
traditional cat toys, introduce the solution and list some products before moving
into more detailed sections, then zooming back out
to the bigger picture of eco-friendly cat
care more generally. The final step is to refine
and order within each topic. Order your subtopics, ensuring there's a smooth
transition between each. This flow is vital for keeping your readers engaged and guiding them through
your content. When you've mapped out the
structure of your post, use the table in your workbook to lay out your blogs outline. This outline is flexible. Once you start writing,
you might find a different order or
grouping works better. The key is to keep your
audience's understanding and engagement at the
forefront of your decisions. Your blog will also have an introduction and a conclusion. These sections are
very important, but at this point, leave
them free of subtopics. I'll explain why in
the next lesson. Structuring your ideas might
seem daunting initially, but it's an essential
step that can turn a good blog post
into a great one. Trust the process and
remember that every writer, no matter how experienced, spends time refining
their structure. With practice, you'll
find your rhythm and your readers will
undoubtedly appreciate the clarity and
flow of your posts. Before you move on
to the next lesson, ensure that you've thoroughly brainstormed ideas
for your post and organise these ideas into clear main topics and subtopics. Create a logical sequence for these topics that guides the reader's journey
through your post. Make use of the table in your workbook to lay
out your blog's outline. And remember that
this outline remains flexible as a tool to
guide your writing. After structuring your ideas, you should feel
confident and ready to start writing the first
draft of your blog post.
7. Write the First Draft: Great job! You've
made it through the planning stage and laid a solid foundation
for your blog post. Now it's time to bring
your plans to life. In this lesson, you'll
learn how to transform your detailed outline into the first draft of
your blog post. I'll guide you through
creating a skeleton post, developing engaging
core sentences, and crafting the body of your
post in a way that captures your reader's attention while naturally incorporating
your focus keyphrase. A first draft is a bit
like sculpting from clay. It starts rough and shapeless. Your task is to give
it form and refine it. It won't be perfect
and that's okay. The purpose is to
translate your ideas into tangible text ready for refinement and perfection
in subsequent drafts. The approach I'm
going to show you today is straightforward
and methodical. The first thing to do is
transfer our outline into whatever app or platform we're going to do
our writing in. For Green Cat's post,
I'm using Wordpress. I used to write my
posts in Google Docs or Microsoft Word and transfer them into Wordpress when
they were complete. But with recent
improvements in Wordpress, like this 'Focus Mode' for
distraction free writing, I now find it easier and more streamlined to do it all
within the platform. For now, let's
title our blog with our focus keyphrase.
That will serve as a useful reminder
as we're writing. Your message is going
to be the basis of both the introduction and
conclusion of your post. Let's paste it in twice. Now we'll add the topics as headings and the
subtopics as body text. I'm also adding a
placeholder after every heading for those all-
important core sentences. These are the first sentence
under each subheading that your reader is likely to read as they're
scanning your post to decide if it's
worth their time, let's work on them next. Your core sentence should sum up the topic and
subtopics that follow. It should also be compelling and encourage the
reader to read on. For example, for this
first section about the negative impact of
traditional cat toys, the most straightforward
approach would be to say something like "Traditional cat toys can harbour hidden environmental costs and potentially toxic materials, putting both our planet and
our feline friends at risk." Here are five other
techniques you can use to make those core
sentences compelling. Use a shocking statistic, like, "millions of tons
of pet toys end up in landfills each
year". Use humor, for example, "just
like a naughty cat that's knocked over
a house plant, traditional cat toys are making quite a mess
of our environment." Ask a question, such as, "Have you ever wondered
what happens to the countless traditional cat
toys that end up discarded?" Make a provocative statement or give a controversial opinion, like, "Traditional cat toys
aren't just filled with catnip, they're packed with
potential health hazards." Directly address your reader
by starting your sentence with "remember" or
"imagine" or "think about". For example, "Remember
the last time your cat lost interest
in a toy within minutes?" You can mix and match these techniques to keep
your writing fresh. And if there's a technique that particularly resonates with
your brand or audience, you can use it more
often and make it part of your overall
approach. That puts you well on your
way to developing a unique writing style and
tone of voice for your brand, which is something we'll talk more about in a later lesson. You should also include your focus keyphrase in your core sentences
where possible. In this case, adding the words, "unlike eco-friendly cat toys" at the start of this
second sentence is a simple way of doing that. With your core
sentences in place, it's time to write the rest of your post in the
same methodical way. Go through each
topic and subtopic, presenting information
or providing evidence supporting
your message. Each paragraph should start with a sentence expressing
the main idea, followed by an elaboration
or explanation of that idea. There are a few points
to bear in mind when it comes to crafting well
structured paragraphs. Each paragraph should
tackle one main idea, separated from others
by white spaces. Don't put multiple
subtopics into one paragraph unless it's done deliberately for
a stylistic effect. A paragraph should contain
more than one sentence. Some sections might benefit from being formatted
differently. For example, this short
tutorial within Green Cat's post about how to make
your own toy will work best as a numbered list. Now that you're deep
into your content, it's a good time to
write your introduction. When crafting your introduction, your main goal should be
to draw the reader in, provide an overview of what
the blog post will cover, and highlight the benefits the reader will
gain from the post. Your introduction should
start with a hook, a compelling sentence or question designed to
capture attention. Just like your core sentences, your hook could be
a surprising fact, a thought provoking question, a powerful quote, or an
intriguing statement. Shopify have done this
brilliantly in this blog post about product liability
insurance for small businesses, it sounds like quite a
dry subject, doesn't it? But they've started their intro with a shocking story that gets your attention and makes it clear why insurance
is so important. After hooking the reader and
providing context, you should clearly state
your main message. This gives the reader a clear
idea of what the blog post is about and what they can
expect from reading further. Your conclusion serves as the final impactful
touchpoint with your readers. Solidifying the
lasting impression your content will have. In this essential section, succinctly summarise the
key points you've made throughout your piece and re-emphasise your
central message. If you opened with a
statistic or story, refer back to it
in your conclusion to bring your
article full circle, giving readers a satisfying
sense of completion. Avoid introducing
new information. In this section
though - the conclusion is meant to wrap up and reinforce not to
present fresh content. And of course, both
your introduction and conclusion should include your focus keyphrase as a
natural part of the writing. Speaking of focus, if you find it difficult to focus
on writing your draft, some background
noise might help. I recommend Noisily. This platform offers a variety of ambient sounds such as rain, coffee shop chatter,
and white noise, which helps improve
concentration and boost productivity by creating a distraction free environment. I'm a big fan. Before you
move on to your next lesson, complete your first draft using the methodical
approach we've covered. Begin by converting
your outline into a draft within your chosen
writing app or platform. Pay special attention
to your core sentences, making them as
compelling as possible. And ensure that your
introduction and conclusion are aligned
with your core message. Use the self review checklist in your workbook to make sure
you've covered everything.
8. Add Effective Subheadings: Now that we have the main
body of our text drafted, let's focus on enhancing
its structure and readability with the addition
of effective subheadings. In this lesson, you'll
learn the importance of incorporating effective
subheadings into your blog post. You'll explore how to craft engaging and
descriptive subheadings that are concise and focused. You'll find out how to naturally incorporate your
focus keyphrase into your subheadings for SEO benefits - without
overdoing it. Lastly, I'll take you through the proper hierarchy
of subheadings, ensuring your post is visually organised and enhances
the reader's experience. Subheadings in your copy
are like road signs. They guide your readers on their journey through
your content, letting them know
what's coming up next. They help break up the journey, making it easy for the reader to digest the information
and stay engaged. Just like how road signs provide important information and guide travellers without
them needing to stop, your subheadings should
give your readers an idea of what the
next section is about immediately, keeping
their journey through your content
smooth and enjoyable. Headings are also crucial for
SEO because search engines use your headings to determine the topic of the content
of your website. The great news is, because
of the time we've put into carefully structuring
our blog post at the start, we already have
placeholder subheadings in all the right places. We just need to work
into them a little, make them a bit more engaging, and refine the structure so that it suits the content
of each section. My first tip for effective subheadings is to
be descriptive. Your subheading
should accurately reflect the content
that follows. This makes it easier
for readers to skim your content and find the information they're looking for. This is not the
right place to get overly creative - stay factual. You may find that your
placeholder subheadings are actually very close
to the finished thing. Look how simple
the subheadings in this Zillo blog about building
a backyard fire pit are. This no-nonsense approach is perfectly suited to a step by step tutorial like this where users are looking for
straightforward guidance. Zillo have also heeded my
next piece of advice, which is to keep your
subheadings short. Ideally, aim for five
to ten words. Long subheadings can be
difficult to read and could lose your
reader's attention. Starting subheadings with
action verbs can make them more inviting and create a more direct relationship
with your reader. For example, instead of writing "The benefits of eco-
friendly cat toys", I could write, "Discover the benefits of eco-
friendly cat toys". Subheadings that are intriguing can entice the reader
to continue reading. For example, a subheading
like "The secret filling in our eco-friendly
mouse toy" piques curiosity. If your content
is solving a problem, clearly state this
in your subheadings. This can be done by framing them as statements or questions. For instance, "How to make
your cat care routine more sustainable" or "Ready to make your cat care
routine more sustainable?" In your workbook, I've listed these different types
of subheadings, as well as some extra ones
we haven't covered here. Experiment with them
and see which ones work best with your
brand and approach. Incorporating your
focus key phrase in your subheadings
can boost your SEO. It signals to
search engines that your content is relevant
to that keyphrase. However, it's crucial
not to overdo it. Keyword stuffing can lead to penalties from
search engines. It's about balance. Aim to use your keyphrase where it naturally fits
and makes sense. It should be easy,
because after all, your post is about
this subject and central to your message
and purpose. As ever, your primary focus should
always be your reader. Subheadings should enhance
the reading experience by providing structure and making your content easy to
scan and understand. For this reason, using hierarchy in your subheadings
is important, and a simple approach is best. Your title is your
primary H1 heading. Your topic headings are H2. Don't be afraid to leave
it at that and not use H3 headings or lower if
your post doesn't need them. However, H3 headings
can sometimes be useful if your subtopics are clearly
differentiated or lengthy, or if you want to draw
attention to one of them. For example, in the final
section of Green Cat's blog, it will aid the
reader if I draw out the subtopics of "Cat
food accessories" and "Sustainability tips". To return to our metaphor of subheadings
being signs on a highway, you want to make sure
the bigger destinations and attractions are
well signposted, but you don't want to signpost every single place or
you end up creating more confusion. In your workbook, I've linked to this
article by Yoast, which takes a really detailed
look at the subject of headings and their role in
usability and accessibility. Before you move on
to the next lesson, work through your draft
and add subheadings. Ensure that each subheading is concise, descriptive,
and engaging, inviting your readers to continue on their journey
through your content. Reflect on the placement of
your focus keyphrase within your subheadings
so that it appears naturally and avoids
keyword stuffing. And check the hierarchy of
your subheadings so they guide your reader effectively without being overly complex. With that step, your post
is really taking shape. It's about time, we gave it
a title. Let's get to it.
9. Create a Clickworthy Title: They say you shouldn't
judge a book by its cover, but you should be able to
judge a web page by its title. In this lesson, we'll
explore different styles of titles and understand
their unique advantages. I'll also share some practical techniques for title creation, such as using numbers,
action verbs, and emotional triggers to make your titles more
attention grabbing. Finally, we'll look at how to include your focus keyphrase in the title without losing its
natural and engaging tone. Before we dive in, you might be wondering why
we're discussing the title towards the end of the writing stage
instead of at the start. What I find is that as
I craft a blog post, my content can
evolve unexpectedly, leading to new insights
or a shifted focus. Writing the title
last ensures it aligns perfectly with the
final shape of your post, encapsulating all
the key points. Think of it as sealing a jar. You want to be
sure everything is inside before you put the lid on. The title of your blog post
is your first chance to captivate your reader and
impress search engines. It holds immense power
in determining whether a reader will click to
read more or pass by. From an SEO perspective, the title is a key
factor search engines use to understand the
content of your page. If done right, it
can significantly enhance your visibility
in search engine results. Now, as with the last lesson where we worked on
our subheadings, the careful planning work
we've already put into defining our message and
approach should help us here. If I wanted to keep
things simple, I could call Green
Cat's blog post "Eco-friendly cat toys: The best choice for your
cat and the planet." It's descriptive,
clear, concise, and of course it contains
my focus keyphrase. Aim for a title that's
50-60 characters. This length is
optimal as it's short enough to display fully
in search engine results, encouraging more clicks, while still providing enough space to include relevant
information that appeals to both readers and
search engine algorithms. Great news for fans of keeping things simple and efficient: All of the techniques
we explored in the last lesson about
subheadings apply to titles too. Starting with an action
verb, creating intrigue, solving a problem,
or asking a question are all excellent starting
points for an effective title. Your approach might also
suggest your title. For example, if you've
written a 'How to' style post, you're probably going to want to start it with the words "How to..." There's really no
need to overthink it! Let's look at a few
other title ideas. Many of these can be
used for subheadings too. If you experiment
with them now, even if you don't
use them this time, they might give you some
ideas for what to write next. List titles, like "Ten reasons
to choose Green Cat's eco friendly cat toys"
offer clarity about the content structure and suggest a quick,
informative read. Using a number like this is a powerful tactic
in its own right. Just be sure that your
number is written as a numeral and not a word. Many studies have shown that when used in a
headline or title, numerals are more
attention grabbing. They also make titles shorter. So it's a real win-win. Look what happens if I type facts about space into Google. Pretty much every title result has a number in it.
It's no coincidence. Lists of facts or tips are more clickable when you
put a number next to them, regardless of what
the number is. Teaser titles, like "The surprising ingredient
in Green Cat's eco-friendly cat food" invoke curiosity and suspense, luring readers in
to find out more. Just make sure your
article does indeed deliver on what it
promises in the title. In this case, the
ingredient needs to be genuinely surprising. If your headline
lures people in with exaggerated claims
and the content fails to meet those
expectations, you risk high bounce rates, which can negatively impact your SEO. Testimonial
or case study titles, such as "How Green Cat's
eco-friendly cat toys transformed my cat's playtime" offer a personal
touch and create credibility. or try using power
words or emotional triggers. Words like "amazing", "powerful", and "revolutionary" can make
your title more enticing. For example,
"Discover Green Cat's revolutionary eco-friendly cat toys". For more help
crafting your title, check out my Writing
Persuasive Headlines class. It's packed full of examples for creating tempting headlines, titles, and e-mail
subject lines. It also shares a tried and tested fall back
headline formula you can use when you get
stuck and need to come up with a great headline
or title in a hurry. It's perfect for when you're on the spot and you need to
come up with something quickly or you're
having a creative block and you need to get your
creative juices flowing. You can also try out free
online headline tools like this one by
Headline Studio. As with any automated
tool, it's not foolproof, and the free version
has limitations, but it's an excellent
way of generating ideas. Of course, your focus keyphrase needs to appear in your title. But as we've discussed before, your focus keyphrase is effectively what your
blog post is about. Including it should
be a no brainer. If you're struggling
to find a way of incorporating your
focus keyphrase into a title that also accurately describes what your readers
can expect from your post... I'll be honest,
something's gone wrong. Maybe it's time to
have a power nap, then start this class
from the beginning. A note on URLs.
Your blog post's URL is more than an address, it's an essential part of SEO. Usually, your blogging
platform will auto- generate a URL based
on your title, but it's wise to customise it. Aim for a clear and concise URL that includes relevant keywords. For instance, "10-eco-
friendly-toys-your-cat-will- love" is better as simply
"eco-friendly-cat-toys". Trimming the number from the post title is beneficial for another significant reason. It gives you the flexibility to edit your blog post later, either to add or remove content without making
the URL inaccurate. This is crucial as
altering your URL after the post has been published is something you want
to avoid doing. It can break any
existing backlinks to your article or
potentially cause a 'too many redirects' error. Before you move on
to the next lesson, take the time to practice
crafting various styles of titles for your blog post and write them in your workbook. Experiment with starting your
title with an action verb, using numbers or creating
a sense of curiosity. Ensure that your
focus keyphrase is naturally incorporated into your title and that it aligns with the content
of your blog post. In our next lesson, we'll skip to the end of our post
and look at how to craft a persuasive call to
action. Keep up the good work!
10. Craft a Persuasive Call to Action: It's time to close the sale and convert your reader's
interest into action. In this lesson, you'll
discover how to write effective calls to action - CTAs. You'll learn how
to strategically place CTAs within your content, how to incorporate your
focus, keyphrase, and various techniques
to make your CTAs clear, resonant,
and compelling. Additionally, you'll understand the psychological triggers, such as urgency and
reassurance, that can make your CTAs
even more effective. A CTA is a prompt that inspires your readers
to do something. Moving them from
passive engagement to active participation
with your brand. Much like a key is
used to unlock a door, a CTA unlocks
further interaction with your website or brand, inviting readers to sign
up for a newsletter, download a guide,
or make a purchase. It's a crucial element
that opens the door to new possibilities and deeper engagement
with your content. CTAs are also important from an SEO point of
view because they can reduce the bounce rate and increase the time users
spend on your site. Signalling to search engines that your site provides
valuable content. You should aim to use your
focus keyphrase in your CTA if possible because it reinforces the relevance
of your content. But don't feel like you have to include it every single time. Your CTA is somewhere
that can benefit from a more creative
or direct approach, as we'll explore later. Remember at the
start of this class, as part of defining
your strategy, you decided your
blog post's purpose? Now it's time to
revisit that purpose to create a CTA that helps your reader accomplish
what they and you want. First, let's talk about
where to put your CTA. The obvious answer
is at the end. And indeed, every post you write should have a
CTA at the end of it. But you should look
for opportunities to include more CTAs in
the body of your post. Including CTAs
within your content, and not just at the end,
offers multiple benefits. Firstly, not everyone
reads to the end. CTAs throughout your
blog post catch readers at various engagement levels. It also allows for more relevant,
context-specific prompts and gives you the chance to address different
reader intentions. One might want more information, another might be ready
to purchase. Multiple CTAs can also
reduce the chance of readers leaving your
site prematurely, known as bounce rate,
enhancing your site metrics. But it's essential
to be balanced. Overloading your content
with CTAs can feel pushy. The key is ensuring they're
relevant and not disruptive. One technique is to
give a direct command. This strategy is all about
simplicity and clarity. Start your CTA with a
strong action verb. For instance, "Discover
the difference an eco-friendly cat toy can make" or "Get your Green
Cat eco-friendly toy today". These CTAs are clear, direct, and lead the reader
towards the desired action. Neil Patel excels at this
technique on his blog. His main CTA - "Book a call"
- is direct and active, encouraging visitors to take immediate action
without any confusion. The simplicity and directness
of his CTA not only aligns with his
straightforward expert approach to digital marketing, but also minimises friction, Making it easy for visitors to understand what the next
step is and how to take it. Another effective
technique is to channel your reader's voice in
your CTA. Phrases like, "Yes, I want to make my
cat's play time greener" or "I'm ready to switch
to eco-friendly cat toys" can resonate powerfully
with readers because it feels like you're echoing their own thoughts and feelings. A third tactic is to
make it clear what the benefit or reward for
taking action will be. For example, "Download
your free guide to eco-friendly toys now" or "Claim your 20% discount on all eco-friendly toys today". By explicitly
stating what they'll get you create a sense of value. There's something else
These two examples have in common - the words "now" and "today". They create a sense of urgency which encourages people to buy. It may seem unlikely
that people would be persuaded by just
one additional word. It might even feel a
little obvious or clumsy, but these magic words work. I've seen the evidence myself
through split testing. We've talked about the
power of questions before in this class when
we looked at crafting engaging subheadings and titles. Questions can work
brilliantly in CTAs too, because they engage readers
at a psychological level. When someone reads a question, they instinctively
want to answer it. This engagement process can
lead the reader to think. If aligned with their
thoughts and needs, it can nudge them towards
the desired action. For Green Cat's post, an
effective question might be "Looking for a cat toy
that's fun and sustainable?" Notice how I've
positioned the question so the most natural answer guides the reader towards the
action I want them to take. Finally, another powerful
psychological technique - offering reassurance. Making decisions online,
especially when it involves spending money or
sharing personal information, can be nerve wracking for many users due to
the fear of scams, product quality concerns,
or past bad experiences. Reassurance in CTAs
helps alleviate these fears by providing a sense of security and trustworthiness. "Shop with confidence,
30 day money back guarantee" and "Trusted
by over 10,000 cat lovers worldwide"
could be just the reassurance Green Cat's
potential customer needs to make a purchase. In your workbook, I've
included a list of CTA templates you can adapt
for your own blog post. There's also a link to this
excellent Hubspot article, which is full of CTA
inspiration from top brands. In summary, an effective CTA is more than just a
concluding sentence. It's the catalyst that
transforms your readers from observers to participants. Remember it's your final chance to persuade your
reader to take action. Make sure your call to
action is clear, compelling, and leads your reader towards a beneficial outcome for
both them and your brand. Before you move on
to the next lesson, take some time to
practice crafting a persuasive call to
action for your blog post. Think about the purpose you've defined for your blog and how your CTA can act as a key for your reader to take
your preferred action. Try writing three
different versions of a CTA for the same goal using the techniques we've
explored in this lesson. Experiment with
different action verbs, psychological triggers and
reassurances. Afterwards, reflect on which
version you find most compelling and
consider why that might be.
11. Enhance Readability: What's the top thing
your copy should be? How about readable? In this lesson, you'll
discover the crucial role that readability plays in engaging your audience and improving
your search rankings. I'll guide you
through a variety of techniques to simplify
your language, making your writing accessible and engaging for a
diverse audience, all while retaining
essential details that make your content
informative and valuable. Think of your
writing as a window. When a window is
clean and clear, people can see the view beyond it without any obstructions. Similarly, when your writing
is concise and clear, your message gets across to the reader without
any confusion. If the window is dirty or foggy, it blocks the view. In the same way, if your writing is complicated or long winded, it clouds the message
you want to convey. So it's important to
keep your writing window clear and clean to deliver
your message effectively. Simplifying your language
doesn't mean dumbing it down. It's a skill to distill
complex ideas into straightforward terms without
losing essential details. And although you should
consider your audience and adjust the reading level of
your writing accordingly, by prioritising clarity,
you're enabling your reader to focus more on your message and less on deciphering the language. This clarity is essential in the digital age where readers
will quickly move on if content is hard to grasp. And with non-native English speakers outnumbering native
speakers five to one, being mindful of
language barriers and complexity is not just
considerate, it's crucial. Lastly, readability isn't
just about your readers. It's also a cornerstone of effective search
engine optimisation. When your content is
clear and accessible, it's human friendly, and that means it's search
engine friendly too. Clear, engaging content encourages readers to stay on your page and respond to
your calls to action. One excellent example
of a website that successfully navigates
these challenges is Gov.uk, the British government's
official website portal. This website is known for
its commitment to clear, straightforward and
user friendly content, making complex
governmental procedures and information
accessible to everyone, regardless of their language, proficiency, or familiarity
with the topics at hand. We've talked about why
readability is important. Now let's talk about how to make your writing more readable. We've already covered some of the main ways, which are
structuring your writing well with subheadings and short paragraphs starting
with core sentences. So we're off to a great start. Another powerful technique is to use transition words like "and", "but", "so", and "because" to help guide your reader
through your text. Transition words
like these show how your ideas connect and
help the text flow better. For instance, consider
Green Cat's blog post about eco-friendly cat toys. Here is a paragraph
without transition words. "Green Cat offers a wide range
of eco-friendly cat toys. They are made from
sustainable materials. Many customers have
given positive reviews. Toys are on sale this month." Here is the same paragraph
with transition words added. "Green Cat offers a wide range of eco-friendly cat toys because they are committed
to sustainability. Since they are made from
sustainable materials, you can feel good
about your purchase. In fact, many customers have
given positive reviews. If you're interested,
remember that some toys are on
sale this month." Notice how the version with
transition words connects the ideas better and makes
the text feel more cohesive. To implement this technique, first review your
text and identify areas where ideas jump
without a clear connection. Then choose the most
appropriate transition depending on the relationship
between the points. The most common
relationships are adding information (and, also or
plus), showing contrast (but, however or instead),
giving a reason (because or since) or indicating
a result (so or therefore). Notice that these are
simple everyday words. Unless you're aiming for a
very formal tone of voice avoid uncommon or old-
fashioned transition words like moreover, conversely, thus, and hence. They can make your writing come across as
academic and oddly robotic. While we're on the subject
of using simple words, tactic number two for making
your copy readable is to use straightforward
language wherever possible. Check through your text
and see if you can say anything in a simpler
way. Then change it. For example, instead
of "purchase" you can use "buy", instead
of "utilise", "use", and so on. Using overly
complicated language doesn't make you look clever, it just gets in the
way of your message. Another tactic for clarity is to shorten long sentences to
make them easier to read, Try to limit your sentences
to 20 words or fewer. Look at this example
from Green Cat. This long sentence is
rambling and hard to follow. All it needs is a minor
adjustment to the punctuation, and the message is much clearer. The goal is to make your writing as clear and simple as possible. You don't always have to use easy words or short sentences, but they should be
your first choice. If you need to use
a difficult word or a long sentence to
explain something, that's okay, just make sure
you have a good reason. If you're looking for a free
online tool to help you implement the tips we've covered in this lesson, try Hemingway. It highlights long
and difficult to read sentences and gives you alternatives to
complicated words. It also helps identify
use of the passive voice, which we'll talk about
in a later lesson. In your workbook,
you'll find a series of sentences from Green
Cat's draft blog post. Each of them can
be improved using one or more of the techniques
you've just learned. There isn't one right answer, but you can check your
improved versions against my suggestions
at the back of the book. Finally, while it's
important to liberally include your focus keyphrase
in your text, overuse can harm readability
and may be seen as keyword stuffing by search engines, negatively impacting
your ranking. Use the search function
in your document to highlight instances of
your focus key phrase, helping you maintain
a natural flow. For example, in this
short paragraph, the focus keyphrase
appears three times, which may warrant a rephrase. Conversely, if a long sentence
lacks the key phrase, consider whether you've
strayed off topic, or if the keyphrase could
be naturally integrated. Before you move on
to the next lesson, take time to reflect
on your own writing. Apply the techniques
you've learned in this lesson to a piece
of your own content. Use an online tool
like Hemingway to help identify long sentences
and complicated words. Pay attention to how often you
use your focus keyphrase. It should be present
but not over used. Make the necessary revisions to ensure your writing
is clear and simple, setting a strong foundation for the editing stage
that lies ahead. In our next session, we'll
shift gears and get creative as we explore how to develop
a unique writing style.
12. Develop Your Writing Style: Are you ready to step outside your comfort zone and into
something a bit more stylish? In this lesson, you'll learn how a unique writing style can serve not only to
engage readers, but also increase your content's visibility on search engines. I'll share with you some
creative exercises to help you discover and cultivate
your own distinctive voice. Generic writing
can be compared to mass produced cookie
cutter biscuits. They all look and
taste the same. While they may
satisfy a basic need, they aren't particularly
memorable or distinctive. On the other hand, developing a unique writing style is like creating handmade
artisan cookies. These cookies have character. They're crafted with
care and attention. And each one is unique in its
shape, flavour, and texture. Just like these artisan cookies, a unique writing
style stands out, leaves a lasting impression and makes readers come
back for more. A unique writing style is not
just good for your readers, it also serves an SEO purpose. When your content is engaging, your readers are more likely
to stay on your page longer, reducing bounce rates, and are more likely to
share your content. These are key factors that search engines consider
when ranking pages. How do we go about
developing a unique style? Let's start with a few creative
exercises that can help, starting simple. In your workbook is a list of 20 different
writing styles, or tones of voice, that you can consider when developing
your own writing style. Highlight or select the two or three that
resonate with you. Don't overthink it, pick
the ones that you're most drawn to and
most fit your brand. Your picks are a
great starting point for developing a
more nuanced tone. Our next exercise is especially good for
developing a warm, conversational tone of voice. When we write for friends, we're unguarded and natural. Choose a topic you're
passionate about and draft an e-mail to a close
friend explaining it. Notice the language you use, the enthusiasm that
seeps through, and how you structure
your thoughts. This genuine and
personable approach can be a powerful tool in making
your writing relatable. An excellent example
of a blog that nails this conversational tone of voice is Enchanting Marketing. Reading it feels
like chatting with a friend at your favourite cafe, making you feel closer to
the writer and the topic. A third technique
is free writing. When you're constantly
editing and censoring yourself as you write, you might stifle your
own unique voice. Freewriting helps overcome this. Set a timer for 10 minutes, and write without pause, judgment, or any regard
for grammar or structure. This can unearth
insights, memories, or phrasing styles
that you wouldn't typically use, but
are genuinely 'you'. Review what you've written
after the timer goes off. You might be surprised to find some gems or
patterns in language that reflect your true voice.
For a different approach, use a writing prompt generator, like Writer Igniter,
to write a story. This way you can still let
your imagination run free, but you have a
structure to work to. Let's stay with the
subject of stories, but your own stories this time. Whether it's a memory
from childhood, a recent interaction, or a
tale from a trip you took. Stories make content
memorable and unique. When crafting content, remember personal anecdotes
or experiences related to your topic. Sharing these not only establishes
a unique voice, but also builds a bond with readers as they start
seeing themselves in your stories or are simply entertained by the narratives
you bring to life. Next up, imitate to innovate. We all have authors,
journalists, or bloggers we admire for
their distinct style. While it's essential
to develop your own voice, there's no harm in starting
by imitating styles you love. Select a piece by
your favourite writer and rewrite it in
your own words. This will help you notice elements of their style
that appeal to you. Over time, you'll begin to merge these elements
with your style. It's a bit like
learning to cook. You might start by
following recipes, but as you grow confident, you start adding
your twist to them. Finally, sometimes
it's challenging to see our unique voice, but others can
identify it easily. Write short pieces
and share them with a trusted group,
friends, family, or even writing
peers. Ask them what they felt was distinct
or resonated with them. Their feedback
can help you identify and refine your style. If you want more tips
and techniques for developing and working
with a tone of voice, check out my Tone
of Voice class. You'll learn how to reflect your brand voice confidently
and consistently, as well as how to adapt it to different audiences
and platforms. Developing a writing style
isn't an overnight process. It's an ongoing journey of
discovery and refinement. Before you move on
to the next lesson, take some time to practice the exercises we've
talked about. Start by highlighting two
or three writing styles from the list in your workbook
that resonate with you. Draft an e mail
about a topic you're passionate about as if you were writing to a close friend. Engage in free writing for 10 minutes without
self censoring. Experiment with
storytelling by writing a personal anecdote
related to your content. Try your hand at
imitating a piece by a writer you admire and then
give it your own twist. Finally, share a piece of your writing with a trusted
group for feedback. Reflect on this feedback
and think about how you can integrate these insights
into your evolving style. In our next lesson, we'll
continue our journey by learning how to polish our writing through
careful editing.
13. Edit Your Work: In the words of Zadie Smith, "The secret to editing
your work is simple. You need to become its reader
instead of its writer." In this lesson, you'll learn
the importance of editing your work to ensure clarity
and professionalism. We'll explore how to approach the editing phase methodically, starting with
distancing yourself from your work to gain
fresh perspective, focusing on the
structure of your post, and then zooming
into the detail. You'll also learn the
importance of seeking feedback from others to
further refine your content. Picture yourself
walking through a park. If the path is littered
with pebbles and weeds, it can be uncomfortable
and irritating, detracting from the
overall experience. Similarly, a reader
trying to enjoy your content might be put
off by spelling mistakes, grammatical errors,
or unclear sentences, much like those irritating
pebbles on the path. During the editing process, you clear the path for a smooth, enjoyable journey
through your content. Editing is important because search engines value quality. Quality includes good grammar, and correct spelling
and punctuation. Well edited copy signifies professionalism
and authority, which can positively
impact your SEO. Not to mention that errors disrupt
the reading flow leading to a poor user experience
and increased bounce rates, something we want to avoid. First off, give yourself some distance after writing,
Step back for a bit. Maybe grab a coffee, play with your cat, or
even better, sleep on it. I mean sleep on your blog
post, not your cat(!) Returning with fresh eyes can
make a world of difference. When you sit down to
polish your copy, start with the big picture. Does your post have a clear
start, middle, and end? Do your paragraphs each
contain one central idea? It's easy to get distracted
when you're writing a post and lose sight of the main message you
chose at the start. The editing stage is a good time to check you're using
the active voice. When you use the active
voice in your writing, the subject of the sentence
performs the action. Using the active
voice tends to make sentences shorter and
more straightforward, which as we know, can
enhance readability. Imagine reading a Green Cat post about a new eco-friendly
scratching post. Would you rather read
"The scratching post was preferred by most
of our feline testers" or "Most of our feline testers preferred the scratching post"? The active version not only
gets the point across faster, but it gives our feline testers some well deserved agency. Here's another example. Imagine if this article
by CNET was called "Web pages are summarised
for instant insights by Google's AI powered tool" with
the subtitle "Coding tips and instantly viewable
definitions will be included in the search
generative experience". Nowhere near as engaging is it? The active voice lends strength and clarity
to your writing, but it can be challenging to master. To help you get
a better grasp on it, you'll find a short
exercise in your workbook. In this exercise, you're
tasked with rewriting each of the provided passive voice
sentences in the active voice. Next up, trim the fat. If you find yourself
saying the same thing twice or using extra
words, cut them out. For example, rather
than "Green Cat offers a completely
unique range of toys", I should just write "Green
Cat offers unique toys". Another crucial aspect of
editing is checking spelling. It sounds basic, I know, but even the best of us
can sometimes slip up, especially when typing quickly. Spellcheckers have
their strengths, but they also have limitations, especially with proper nouns or intentionally
misspelled brand names. Suppose I'm writing about Green Cat's new "Purr-fectly
green catnip mouse". If I mistakenly type
"Perfectly green catnip mouse", a spellchecker will let it slide because "perfectly" is
a correctly spelled word. But in this context, I've missed the unique
brand spelling. Spellcheckers rely
on dictionaries. They won't always spot
errors like using "there" instead of "their", because
both are real words. The error lies in context. While spellcheckers are
a good starting point, don't rely solely on them. Do a manual check, especially for brand names or unique terms. If you are unsure
about a word or name, a quick online search
can save you from blunders and keep your content
accurate and professional. On a similar note, always fact check by making sure
that any claims you make are backed up by reliable sources to avoid
misleading your audience. So, if you're claiming
that your product is 100% recyclable for example, make sure
that is actually true. You should also check
that your writing doesn't contain too many
cliches and idioms. For example, phrases like
"thinking outside the box", "at the end of the day" and "low hanging fruit" are over used and can make your
writing feel unoriginal. While a carefully
selected idiom can infuse your writing with
character and relatability, excessive use can
muddle your message, especially for readers who aren't native English speakers. To help you strike
the right balance, consider using a tool
like Cliche Finder. It identifies cliches
in your text, giving you the
opportunity to decide whether they enhance or
detract from your message. During the editing stage, it can be incredibly useful
to read your work out loud. I do this with everything I write and it's
invaluable when it comes to spotting errors I would otherwise have overlooked. It's important that
you do actually read out loud and not
just in your head. So prepare to feel a
bit silly at first, but I promise it's worth it. As well as flagging up mistakes, it can also help you identify parts of your post
that are repetitive, or confusing, or
lacking in pizzaz. Finally, don't forget feedback. I often send drafts of my work to colleagues
before posting. They've offered insights that have made the content stronger. Perhaps buddy up with someone who's at a similar
stage in their SEO copywriting journey to you and read each other's posts. Before you move on
to the next lesson, it's time to edit
your blog post. Start by taking a short break before you review your work. Check the structure
of your post - does it have a clear
beginning, middle, and end? Look for areas where you
can apply the active voice to make your sentences
puncher and more direct. Be meticulous with your
spelling and punctuation, and don't solely rely
on spellcheckers. Read your post out loud and consider asking your
friend for feedback.
14. Master Microcopy: Sometimes it's the
little details that make or break a project. In this lesson,
you'll learn about the significance of microcopy in enhancing user experience and guiding actions on a website. You'll explore how to craft compelling meta descriptions
to attract readers, the importance of using descriptive anchor text
for internal links, and how image captions and
alt texts play dual roles in engaging your audience and optimising your site for SEO. Throughout, I'll guide you on
how to seamlessly integrate keywords without compromising the natural flow
of your content. Think of microcopy as
seasoning in a recipe. A meal might have all the
essential ingredients (the main content
of your website), but it's the seasoning
(the microcopy) that enhances the overall flavour
and makes it truly delicious. Similarly, microcopy might not be the main content
of your website, but it's these small pieces of text that improve
user experience and guide user actions,
and they can make the difference between a good
website and a great one. First up, meta descriptions. This is the summary of your
page that appears right under the URL in search results, that gives people a sneak
peek into your content. This is your opportunity in about 150 to 160 characters to intrigue and attract
readers to your content. Think of it as your
elevator pitch to potential readers
browsing search results. A great way to craft
your meta description is to start with
the key message you identified at the start of the process. For Green
Cat's blog post, the meta description
could be something like "Discover Green Cat's range of eco-friendly cat
toys; Perfect for fun loving felines and
eco-conscious owners". Notice how it's
succinct yet enticing. It also naturally incorporates
the focus keyphrase, "eco-friendly cat toys". While including your
focus keyphrase is essential for SEO, It's just as crucial
to ensure that the description sounds appealing and natural to your readers. Your goal is to get that click. Be sure your meta
description provides a clear and enticing snapshot
of what your page offers. There are a number of
tools for seeing how your meta description will
appear in search results. You may have one built into
your blogging platform. If you're looking for a
standalone free web tool, Portents SERP Preview tool
is extremely easy to use. Simply enter your title
tag, meta description and URL, and the tool
generates a real time preview. It also provides
character counters for both the title
and meta description, helping you stay
within optimal length. This tool is an excellent
resource for fine tuning your snippets to maximise
click through rates, making it easier to create SEO friendly content that
stands out in search results. Let's move on to the
next type of microcopy. When you're embedding
links within your content, the clickable words that form that link are
known as anchor text. It's more than just a
tool for inserting links. It's a sign post
guiding readers and search engines alike about
the destination's topic. Using descriptive and
relevant anchor text can enhance user experience
and SEO value. Let's use Green
Cat as an example. Instead of linking
the generic phrase "Click here" to their eco-
friendly toy collection page, I could use something
more descriptive, like "Our range of
sustainable cat toys". This way, readers know exactly what they'll find on
the other side of that link. Plus, it subtly
reinforces the topic of the linked page helping
with its search ranking. However, a word of caution. Be mindful not to
over optimise by stuffing keywords into your
anchor text excessively. It should always feel natural
within the context of the sentence and be genuinely
helpful for your readers. Buffer do a great job of inserting anchor text
naturally in their posts, as with this article
about scaling success. Notice how the anchor text seamlessly blends with
the rest of the copy. Now it might come as a surprise to learn that image captions, the short descriptions
underneath images, are one of the most
read pieces of text, both online and in print. So, it's worth paying these
particular bits of microcopy an extra
bit of attention. Image captions play a dual
role in your content. Visually, they provide a brief description
for readers offering context or an added layer of information about the
image they're viewing. SEO-wise, they contribute to
your site optimisation, making it more
accessible and enhancing searchability. In Green Cat's post, I've included this
lovely image of a cat playing with one of
their eco-friendly toys. While the image grabs attention, a well crafted caption like "Mittens loves her Green
Cat eco-friendly toy, safe for her and the planet" can amplify the message, making it more memorable
and tying it back to the message I defined at
the start of the process. Always ensure your captions
are concise and relevant. While they are a great spot to integrate keywords naturally, the primary goal is to enhance
the reader's understanding and engagement with the
image and overall content. Alt text, or alternative text, is another crucial component
for images on your website, though it often works
behind the scenes. Its primary function
is accessibility. It describes the content and function of an image to those who might not
be able to see it, such as visually impaired
users using screen readers. Let's revisit our example, the image of the cat playing joyfully with one of
Green Cat's products. For a caption I wrote, "Mittens loves her Green Cat eco-friendly toy, safe
for her and the planet." But the alt text
needs to be more descriptive about the actual
content of the image. In this case, a suitable
alt text might be, "A tabby cat playing with a feather toy on
a woven blanket." While captions are about adding
context or a storyline, alt text is about giving a clear descriptive
picture of an image. It ensures everyone, regardless of their
ability to view images, understands your content.
Beyond accessibility, alt text also bolsters SEO. Search engines can't 'see'
images the way we do, but can read the alt text. This provides them
with essential context about the image's content, helping in indexing
it correctly. When crafting alt text be
descriptive, straightforward, and where appropriate, incorporate relevant keywords
without forcing them. Before you move on
to the next lesson, revise your meta
description to make it enticing and reflective
of your content. Write descriptive anchor text
for your internal links. Create engaging image captions
and suitable alt text for all images in your blog to
boost accessibility and SEO. And complete the quick quiz
in your workbook to reinforce your understanding of these different elements of microcopy. In the next lesson,
we'll explore different types of
web pages and how you can tailor the techniques
you've learned so far to make
them SEO friendly.
15. Page Type Tactics: It's time to flex your skills. In this lesson, you'll
learn how to adapt your SEO copywriting approach for various types of web pages. From the storytelling
essence of an about page to the persuasive focused
nature of a landing page. This lesson guides you in
tailoring your writing style, tone, and keyword use for
optimal results on each page. Just like a skilled worker uses different tools
for different tasks. A hammer for a nail, a screwdriver for a
screw, and so on. A skilled copywriter uses
different tactics for different types of
pages. An about page, a product page, a category page - Each of these calls for a different tool from your
SEO copywriting toolbox. And knowing which tool
to use for each task? That's what this
lesson is all about. Many of the techniques we've
covered in this class are universal and can be
applied to any web copy. But some types of pages
call for you to flex your approach or prioritise
certain techniques, because each page
on your website has its own unique purpose and target audience. Your about page tells the story
of your company. It's often one of the most
visited pages on a website, making it an excellent
opportunity for SEO. When writing your about page, use your keywords naturally, focusing on your company's
unique selling proposition. In addition to showcasing your company's
personality and values, think of the about page as a way to build trust
with your audience. People want to know the
humans behind the business. Share the stories of your
team members and explain how your journey led you to offer your product or service. This authenticity not only enriches the story
you're telling, but also helps you connect on a deeper level
with your audience. Which is great for
user engagement. Since Google appreciates content that keeps visitors engaged, this could indirectly
boost your SEO. Product pages are where
the magic happens, where your audience makes
the decision to purchase. Optimising these pages for SEO involves using relevant keywords in your product descriptions, titles, and meta descriptions. Remember to keep your
descriptions clear and concise, emphasizing the benefits
of your product, not just features and of course, including a strong call to action. Besides incorporating
relevant keywords, consider the structure and formatting of your
product pages. Write in a scannable, easy to read format, using headings and
bullet points to break up large blocks of text. This helps the reader quickly identify the key benefits
of your product, enhancing the user experience. Consider using customer
testimonials or reviews directly onto
the product page. These act as social
proof and can significantly influence a
potential buyer's decision. Landing pages are
typically designed to convert visitors into
leads or customers. Here it's all about persuasive, concise writing and
clear calls to action. The copy should be
centered around a single objective or message. Remember to include
keywords in the headline, subheadings, and
throughout the text. In addition to
keyword placement, focus on creating a sense of urgency and exclusivity
in your copy. Phrases like "limited
time offer" or "exclusive deal" can entice visitors to take
an immediate action. Make sure your page is
clean and uncluttered, avoiding unnecessary
elements that might detract the visitor
from the primary goal - conversion. In this space, clarity and simplicity
are your best allies. Category pages are the middle
ground between your home page and
your product pages. They help to structure
your site and make it easier for users to
find what they need. For category pages, use
descriptive keywords, rich headlines, and short
but engaging descriptions. This will help users navigate your site and boost
your SEO ranking. Look at this page on the
website of Office Shoes. You don't have to
know much about SEO to work out that, on this page, Office are targeting
the keyword "loafers". The word is everywhere
on this page, but Office has just about
managed to make this page summary
sound natural, despite using the word
"loafers" four times in three sentences. When crafting
your category pages, you also need to think
of the user's journey. Use internal linking
strategies to guide visitors towards relevant
products or subcategories. This not only enhances
the user experience, but also distributes page
authority throughout your site, which is a plus for SEO. And don't forget about the meta description for these pages. It's another opportunity
to use your keywords effectively and encourage clicks from search engine results. FAQ pages can be a
great opportunity to incorporate your keywords
into helpful answers. Write clear, concise answers that address the
questions accurately. Remember, people often phrase
searches as questions. Try to align your FAQ questions with the phrases users
might search for. In addition to helping
your site's visitors, well constructed
FAQ pages can be gold mines for featured snippets on search engine result pages. To optimise your
FAQ page for SEO, make the questions
headings and use schema markup to signal to search engines that this
is a Q&A section. You can use Google's Markup
Helper to help you do this. Use natural language
and incorporate long tail keywords where
they fit seamlessly. Don't shy away from
addressing common challenges or misconceptions about
your product or service. This can build trust
and authority. Lastly, consider linking to other relevant pages of your
website within your answers to encourage further exploration and improve internal linking. Let's move on to
your contact page. The copy on this
page should guide your visitors to the right
method of communication. Whether you're
asking them to fill in a form, call a number, or visit a physical location, make the process clear. In addition, add
some persuasive copy to encourage the interaction. Highlight your readiness to help solve their problem or
hear their suggestions. While the contact page
might seem straightforward, it's also a prime spot
for a sprinkling of SEO. Include local SEO elements if you have a physical location, such as your full address
and landline number, which helps with local
search rankings. Consider adding a
short paragraph about the areas you serve using
local keyword phrases. Before you move on
to the next lesson, take a moment to practice
what you've learned by creating engaging and
SEO friendly headlines for each type of page
covered in this lesson. Reflect on how the
unique purpose of each page influences the tone
and style of your writing. Use your workbook
for this exercise. It contains space and
examples to guide you. Make sure you understand
the different strategies and tools that are best
suited for each type of web page and how these tactics align with the overall
goals of that page. This hands on practice is essential to solidify
the concepts and will be a valuable
reference as you write copy for actual web pages. In our next lesson, we'll delve into the art of maintaining and updating your web copy to keep it fresh,
relevant, and engaging.
16. Maintain and Update Your Copy: In many ways, publishing your web page is
just the beginning. In this lesson, you'll learn
how vital maintaining, and updating your web copy is to ensure it
remains engaging, relevant, and SEO friendly. We'll explore the significance
of regular audits and how to align the tone of your copy with your
evolving brand. Think of your web copy like a live stage performance. Just as a musician continually
fine tunes and revises their set between
shows to create the best possible experience
for the audience, your web copy requires regular updates and edits to
maintain its effectiveness. Keeping your web copy
updated is crucial because the digital landscape
is constantly evolving. Search engine algorithms change, new trends emerge, and the information we have
can become outdated. Regularly checking and
updating your copy helps maintain its relevance and
search engine favourability. When it comes to revisiting your old content,
timing is essential. A good rule of
thumb is to conduct a thorough audit of your
content twice a year. This allows you to catch outdated information
and align with your content with any changes in your business strategy or goals. However, if your industry is particularly fast paced,
like tech or healthcare, or if your business goes through frequent changes in
products or services, you may need to assess your
content more frequently. There are plenty of
scheduling tools available to help
you keep track. I like using Trello. The free version is
brilliant and there are lots of templates
to choose from. Just search for
"publication schedule" and adapt the template that
best fits your brand. When you do an
audit of your copy, you should check several things. First, make sure that the facts and
statistics are current. If you've mentioned
specific figures or dates, check they're still correct. The internet is dynamic and what was true when you wrote the
copy might have changed. For instance, if I
cite a statistic about the popularity of eco-
friendly cat toys in my blog post today, I'm going to want to revisit that regularly to
keep it accurate. Next, look for opportunities
to add new internal links, and check that existing
links still work. A tool like Google Search
Console can help with this. When you're updating your links, make sure you're using
effective anchor text using the techniques
we covered in the lesson on
mastering microcopy. You should also assess CTAs
in your older content. As your business goals
and offers change, your CTAs should
adapt accordingly. Make sure they still lead
to the right places and prompt actions that align with your current
business strategy. For instance, let's say
Green Cat initially launched with a strong focus
on eco-friendly cat toys, and many of its early blog
posts included CTAs like "Discover our range
of eco-friendly cat toys", directing readers to
its product page. Since then, Green Cat has expanded its product
line to include eco-friendly cat litter and
grooming products as well. The company's current
goal is to promote its new comprehensive line of sustainable pet
care products. In this case, the CTAs in older blog posts
should be evaluated. Instead of directing readers solely towards the toy range, it might be more beneficial
to update these CTAs to reflect Green Cat's
broader product offering. A revised CTA might read, "Explore our full line of eco-
friendly pet care products." This ensures that CTAs
are current, still lead to the right places and
are aligned with Green Cat's evolved
business strategy, which now includes a wider
range of sustainable products. Consider tweaking your copy to reflect your evolving
tone of voice. As you grow more comfortable
in your writing, your style will
naturally evolve. Make sure your older
content isn't left behind by revisiting
older posts and adjusting the
language so it aligns with the more refined
tone you've developed. Don't overdo it though. The evolution in your
writing style is testament to your growth and
authenticity as a writer, and your audience will likely appreciate that
natural progression. It's perfectly acceptable for a blog post from five years ago to reflect the tone
and perspective of who you were as a
writer at that time. When you update older content, ethical transparency
and SEO benefits should guide your approach. When making significant
changes to a blog post, it's best practice to add
a note within the post highlighting that it's been updated and displaying
the new date. This transparent approach
not only fosters trust with your readers, but can also signal to search engines that the
content is fresh and relevant, which may positively
influence its ranking. A prime example of effective
updating is Healthline. At the end of their posts, such as this one about
stretches to relieve back pain, they include a
history of updates. This level of transparency
reinforces Healthline's trustworthiness, a
crucial attribute for a website providing
health information. Also consider the SEO impact. If a post from years ago still drives
substantial traffic, it indicates that the content is evergreen and holds value. In this case, occasional updates to keep the facts
straight are beneficial. But if an old post doesn't
attract much attention, it might be more effective to focus your energy on creating fresh new content that targets your current SEO
goals and audience needs, rather than labouring over
perfecting older pieces. Before you move on
to our final lesson, set a schedule for maintaining
your web pages and use the checklist provided in the workbook to
guide your audits. The next lesson is the
grand finale of this class, and it's one you
won't want to miss. We'll be tying everything
together and outlining your next steps on your SEO copywriting journey.
Don't miss it.
17. Next Steps: Thank you so much for taking
part in this class and congratulations on all
your hard work! Together, we've dived into the world
of SEO copywriting and surfaced with a
better understanding of what makes great
online content. We started with the
essential principles of SEO copywriting, followed by an in depth look at keyword research
and selection. You then discovered how
to lay the groundwork for your success by clearly
defining your strategy, including your audience,
message, purpose, and approach. We looked at how to
structure your ideas effectively before writing a first draft of your web page, then adding effective
subheadings that captivate your readers. Next, we unlocked the secrets to crafting a
clickworthy title and a persuasive call to action that's sure
to get clicks. We then polished your skills by enhancing your
copy's readability, developing your writing style, and editing your work
until it shines. You've mastered
writing microcopy, including meta descriptions
and image captions, and you've learned tactics to approach different
types of web pages, like about pages, product
pages, and landing pages. And we wrapped things up with
valuable strategies on maintaining and
updating your copy to keep it fresh and relevant. Now it's your turn to share your knowledge
with the community. Please share your blog post
or web page as a project. I love seeing how you've
applied what you've learned and I'm excited to read
your unique stories. Don't hesitate to
reach out if you have any questions or you want any additional feedback
on your project. I'm here to help you
every step of the way. If you found this class helpful, I encourage you to take a
moment and leave a review. Your feedback helps me
improve future classes, and it also helps other students find classes that will
suit their learning needs. If you're hungry
for more knowledge, I invite you to check out my other Skillshare classes for a solid grounding in the
fundamentals of copywriting. My Copywriting Essentials class is a great starting point. Or if you want to boost your
social media writing skills, join my Social Media
Copywriting Masterclass. These classes come packed with detailed tutorials,
real world examples, and professional
templates that will take your copywriting skills
to the next level. To view my full collection of Skillshare
copywriting classes, visit my profile page. Don't forget to hit
"Follow" to receive updates whenever I
launch a new class. Thank you again for joining
me on this journey. It's been a privilege to
share my knowledge with you. Enjoy the rest of
your day and enjoy using your new SEO
copywriting skills!
