Ah, SEO those magical three letters that are bandied about as the ultimate solution to a website being found on Google. Before we start, it’s important to point out that a quick fix doesn’t usually solve visibility issues on search engines. You probably need to embrace several careful strategies, usually provided by excellent marketing agencies and web designers. But, alongside that, you have to make sure that the content on your website is working properly, and that’s where a copywriter comes into play. It’s rather like redecorating your house; you aren’t going to start wallpapering if the windows are falling out.
So, as a copywriting agency, we focus on organic SEO. The foundations of your website. For this, we need to go back to basics.
A Search Engine is like a librarian
Imagine that Google is the most amazing and knowledgeable librarian on the planet, able to find exactly the right piece of information. Back in the early days when the Internet required a dial-up connection that sounded akin to R2D2 (we’re going to show our age throughout this blog, by the way, be prepared for references to Toys ‘R’ Us catalogues), it was relatively easy to find what you needed. That’s because there weren’t that many websites.
Think of it in a different way. Before the printing press was created, books were hard to come by. If you popped into the local monastery to borrow a book, it would be pretty easy for the librarian to find it. Imagine how they felt when the printing press was created! New books everywhere!
The same can be said for Google. Their algorithms have to work hard to find the right websites for their users. That means they constantly change how they find things. So, they choose the websites that are the most secure, have the best content, are the most up-to-date. You get the picture.
What would someone type into Google?
An excellent digital copywriter bases their content on keywords for SEO. Keywords are what someone might type into a search engine to find a business. We sit down, brew ourselves a cup of coffee, stare into the distance, and think, “What would this client’s target customer type into Google?”. The words they would type in are our keywords. They’re the thing that gets you noticed. On many occasions, we’ve sat and pondered what our partners typed into a search engine to manifest the Christmas presents presented to us (we’re never ungrateful of any gifts by the way).
Understanding what someone might type into Google is great, but knowing how to stop them from clicking on other businesses is key.
Forget the nagging
And, this is where we get to the Toys ‘R’ Us catalogue (and, probably, show our age).
We need you to imagine that Google is a stressed-out parent with three children, living in the 80s/90s, in the run-up to Christmas (or another gift-giving festival). Remember those heady days as a kid when you circled all the things you wanted in the catalogue? What did you do after that? Our team would leave the circled catalogue pages in handy places around the house (mostly focussed on getting the attention of the main gift buyer). Actually, who are we kidding…we still do that…that’s SEO.
Anyway, there were two ways you could get that Mr Frosty machine back then. You could nag and nag and nag and nag (get the picture?) or, you could subtly lay hints, “wow, it’s hot out isn’t it. If only we had a way of having ice cold drinks.”, “You’ve run out of ice for your JD and coke? There must be a way of automatically creating chilly drinks”, *leaves Toys ‘R’ Us catalogue handily open on Mr Frosty machine*.
There are two things to take into account here.
The first is that no-one responds to nagging. They just don’t, and Google has changed their algorithms to reflect that. In the bad old days of the early internet, a nag (and that means repeating yourself over and over again) worked. But now, it doesn’t. Search engines have worked out what humans do and don’t like, and none of us like nagging.
The second thing is that even if the pitch is good, the product has to be too. A friend of ours regularly tells the story of how her parents didn’t buy her a Mr Frosty in the 80s because they thought it wasn’t worth the money. They relented when she was in her 40s and their point was proved. It wasn’t worth the money (although, we maintain that frozen margaritas would work).
The point we’re making is that search engines now work on what is attractive. In the past, you could pummel a concept into people and get sales, but now, the reader is more widespread and discerning.
In a nutshell; get your content right and the rest will follow. (Signs off and goes off to Google vintage My Little Ponies).
Wanna’ chat SEO? We’re here. Just ping us an email.