Writing Effective Website Content
In this article, I will share with you my pro method for writing great website content for any website.
I have written over 40 books and I know that this article can help you master one simple process to write amazing website content. I hope you find this the most helpful article for your online marketing efforts. –Harry Warrick
WRITING CONTENT FOR THE USER AND THE SEARCH ENGINES
Writing copy is an important part of our work for our clients because it serves a dual purpose. Of course, when your potential customers click on your site, they expect to find high-quality text that meets their needs. Consequently, we write to fulfill their expectations. We also are concerned with your rankings in the search engines and write from a point of view of search engine optimization so that your website will have a prominent place based upon your keywords. As you are aware, this is a delicate balance to achieve.
WRITING FOR THE SEARCH ENGINES
In order to achieve the high ranking we desire for our clients, we must be sure that there is an appropriate number of keywords in the website text. A common practice had been – until a short time ago – to stuff hidden keywords into web pages. This method of SEO was used to fool the search engines into believing that the web pages were actually associated with those words. However, search engines have now become aware of this inappropriate technique and ignore overloading of keywords in their rankings. We have researched and are aware of the proper placement of keywords for our clients to help them rank above their competitors.
INCLUSION OF KEYWORDS
The positioning of keywords on your web pages is an important consideration. Keywords should, of course, be contained in the title, headings and in the overall content. Keyword density that is too low implies that your page may not be as relevant as another yet keyword density that is too high may be considered spam by some of the search engines and will be penalized in their ranking. However, the search engines do expect that keywords should be weighted higher in the page rather than lower.
Here in this graphic, you can see what I was looking at. 1,600 monthly search volume 29 for the SEO or ranking difficulty score, which is Easy.
You can also see the value of the cost per click for this keyword. Do a little math and you will find that the $5.31 that you could potentially pay for each visitor who is looking for this search term. So if you get this traffic organically or free you are saving that much for every visitor.
If you get 10% of the traffic with your website you would get 160 visitors each month, and that would save your business $849.60 in advertising costs. If you were able to be the leader for this search term you would save $2,600 a month in advertising costs. This would be capturing just 30% of the search volume for this search term or 3-word keyword phrase.
The next step after your keyword research is writing your headline. Without a great Title or headline, your entire effort will not get the free traffic you need.
You will find that many keywords are much more expensive than $5.31 for this keyword. If I was to guess the average cost for my clients to purchase clicks via Google the cost is closer to $8-12 dollars per click.
Making the math very simple if you just work with $10 a click or visit you can very quickly calculate the cost of a campaign and the money you are saving.
You also might understand why you see so many online courses today selling for $997 or more because they have to run some serious ads to get sign ups, and sales.
As a business owner SEO through website content is still king because it is very affordable.
The goal of a headline is to capture attention. That is it. A great headline captures attention and gets someone to click and read the first sentence on your page, or watch the first 6 seconds of your video.
That is its only goal.
Now you can have your goal let me share a few fill in the blank headlines for you as examples you can work with.
Look Inside To Discover How To (solve your problem)
A Rare Opportunity to Learn From An Expert – How To (benefit) Quickly And Easily
The Complete Guide To (benefit)
Great New Discovery Helps You (goal) In Less Than (timeframe)
If you need help learning to write better headlines and feel you do not have the money to hire a professional to help. You can get your hands on this book right now for free.
Headlines That Sell is the book that will help you discover the secrets to writing killer headlines that sell more, and get more clicks.
After you have your ideal headlines written and ready. It is time to prepare your content outline. This should include your idea for the best way to convey the answer or address the need.
How you will introduce the keyword(s) and where.
Your image plan, off content links, and internal site links. As a copywriter, I often include these as suggestions in the document to my customers. If writing a long article I may even share the content outline with a client prior to writing the article for their feedback.
You do not want to have to revise a 1,500-word effort because of poor communication. You could share your plan with your web designer if you do not handle your own in house web design, and you are going to be the one writing the article.
You also want to use a graphic image with your first paragraph, that works with your subject. This is to give the text and page life.
Here you can also use bold text or title tags that are H2 or H3. You want to keep your H1 title tags for a headline that includes your keyword.
This helps the search engines identify what your content is all about and it is essential.
After your first paragraph, you should start to prove that you have the solution others want or need.
Depending on your website and the keyword or phrase you are working on you may want to take one paragraph and demonstrate why you are the ideal person or source to answer their question.
You can also add credibility by adding videos that explain the content for articles, and this will even boost your SEO results since the videos themselves bring in traffic.
You will find this technique on the top sites now. Basically, you just take the finished article or webpage and make the information into an engaging video.
This also helps reduce page bounce (where someone visits the page but then leaves quickly). This is another factor major search engines like Google remotely search for to determine the value of your content for other viewers.
What is another reason you want to make sure your content fully addresses the need or concern?
Adding value to the content by addressing the need completely and providing the best answer will also reduce the bounce rate.
Remember the bounce rate is one of the factors all major search engines watch closely. You want to keep this number as low as possible.
Reduce Bounce Rate
Bounce rate is calculated by the total number of one-page visits divided by the total number of entries to a website.
So when you finish writing your content make sure you break the content up into several directly related pages.
You can even add related content through anchor tag links in the article itself to provide clarity for your viewer.
Turn your traffic into loyal customers and return visitors. Don’t miss out!