Everything you need to know about copywriting and SEO

So, you’ve nailed down your content – now what? Maybe you’re struggling with content optimisation and how to get the most out of your copy. Perhaps the thought of keyword planning and SEO makes you nervous.

Very few of us actually understand the mechanics behind search engine optimisation (SEO). After all it is a beast, and Google’s search ranking algorithm doesn’t help the situation either. Unless you are an SEO specialist, leave this task to the experts – they are at the forefront of all the updates and latest tricks, and you should concentrate on producing quality content.

With that in mind, here’s what you need to know:

What exactly is content optimisation?

Content marketing should play a key role in any marketing plan. To optimise content simply means to a) make it search engine friendly and b) drive action that ultimately leads to a sale.

It combines a mix of your chosen keywords and an opportunity to build brand trust and authority. Brand trust and authority are not built through a pushy sales pitch, but instead a long-term series of informative and educational content pieces.

Ok, so where do I start?


If you have hired an SEO agency, make sure you work closely with the team to identify your top keywords that will help your content rank. Next, put together a content calendar of topics that are related to your business and be sure to run these past your agency to see how they fit with the overall plan.

If you don’t have an agency and are working alone, make use of the free Google Adwords Keyword Planner and work out which keywords you’d like to rank for, then plan your content accordingly.

Next, try and feed in the keywords into the title and body of your content piece, but don’t go overboard and use it five times in one sentence. Your content will not only read poorly, but there is no additional benefit for your SEO.

The trick is to distribute keywords sporadically across the piece and feed them in a few times, as and when its applicable to mention. Never compromise on the quality of your piece for the sake of SEO – find that happy balance.

Suggested Read: 3 steps to creating targeted content that sells

Your last content optimisation action should engage the reader with a call-to-action, or CTA. This is something that prompts action from the target audience, It can be in the form of a downloadable resource, a link to enter a competition, or whatever you feel is necessary to move that person further down the sales funnel.

TIP: Avoid actually selling. Give your reader an incentive to click and download, or contact you directly.


Add visual content

Images are just as important in your blog as the words themselves. We are a very visual generation and your content marketing plan should incorporate a healthy mix of written and visual content. Always make sure you have a great image to accompany your content, which should help drive click-throughs and engagement.

Remember that when you are uploading content online, your images should be titled with your keywords in mind – both Title and ALT tags. This will increase your chances of ranking higher on Google.

Making it all work

Make it a priority to write each piece of content with your target audience in mind, and then tie it in with your chosen keywords. You should never write anything without thinking about who it’s meant for, and why your content will help them. Be smart and kill two birds with one stone by mixing great content that is also search engine friendly and optimised for a sale.

Your content should give readers a sense of trust for your brand and have them coming back for more.

Get in touch with us if you need help in creating content that works for your business. Drop us a note at [email protected].

 

5 simple rules for using #hashtags

Before 2007, no one would’ve imagined that the hash symbol, most commonly used to denote numbers, would become such an incredible part of social media.

Put simply, hashtags are used to categorise content and make your own content discoverable amidst an overwhelming load of information. They allow brands to reach out to a very specific target audience who are interested in your content and would like to be a part of your network.

The hashtag is one of the most effective search functions on a multitude of social media platforms – but only when used correctly. Here’s our tips to make the most of your hashtags:

Different platforms, different purposes

Most social media platforms utilise hashtags to organise data and provide a more seamless social media experience. However, each network has its own unique way of optimising them. For example, ‘trending topics’ on Twitter are based on the number of times a particular hashtag is used and on Instagram, hashtags take you to pictures of the same subject.

Be clear with what works for each platform, otherwise your efforts will be pointless.

Go unbranded

Trust me, you don’t need to hashtag your own brand to be noticed. Keep up with the latest trends by monitoring what your target audience are saying – events and occasions such as #Ramadan, #NationalFriendshipDay or #SharingisCaring. But remember, stay relevant. Don’t hashtag something that happened last week. Social media trends change at lightning speed, and so should you.

Here’s a great example from Dominos:

Dominos Post with useful hashtags

 

What goes better with football than pizza with your mates? Dominos leveraged on #CopaAmerica16 to offer its audience a special discount.

Here’s one from Sephora:

Sephora Twitter hashtag

Although they may not be directly selling anything in this post, cosmetic giant Sephora received a lot of attention with the hashtag #NationalBestFriendsDay.

 

Hashtags < words

The rule here is to never have more hashtags than words. Too many hashtags make it difficult for users (and yourself) to understand. Don’t spam, you look desperate for likes.

In the case of not being able to insert hashtags into your sentences, you can always add them in at the end of your caption. This post from Fresh is a great example of how to use hashtags effectively in an Instagram caption:

A great example for using Hashtags in an Instagram post

The key is to choose hashtags that are relevant to your brand.

Simplify, and simplify again

Don’t hashtag #every #single #word #in #your #caption. Be selective and choose hashtags that best describe your content. If you can weave them into your caption without it looking like spam, do it to minimise the number of characters (in the case of Twitter).

National Geographic gets it right in their captions on Instagram. They simplify the hashtags to focus on the main subjects of the picture.

Content marketing and social media example on Instagram

Follow the discussion

Your hashtags should be #searchable. You don’t want your post to be buried under another 350,986 posts with the same hashtag. Instead, create hashtags that have a purpose. You want to be able to click on them and scroll through what your consumers are saying about your brand, engage your audience and strike up meaningful conversation.

Reply to tweets, whether they’re good or bad, like your followers’ pictures on Instagram and comment on their Facebook posts, especially when they are relating to your brand. These small actions can create brand loyalty and increase your customers’ lifetime value.

Hashtags are one of the best ways to understand your audience on a more personal level. You’re missing out on a whole lot if you’re not already capitalising on them in your social posts!

Do you need some help getting your social media into shape? Get in touch with our team of experts at [email protected].

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