Result-driven SEO Copywriting for the Web in Singapore
Write for readers, optimize for crawlers
Gone are the days when marketers and SEO experts tried to curry a favour with Google by creating content solely as per Google’s existing framework.
As several updates to the Google algorithm in the past few years have conclusively demonstrated, it is not only about using techniques and practices with a focus on garnering higher Google page rankings. The page rankings, in fact, would now depend on the actual value delivered to the user through content. The idea is to produce content for human consumption; it should be informative, fresh, relevant and of genuine interest to the user – in that it answers specific queries authoritatively and accurately.
Panda update – quality content as a key ranking signal
First released in February 2011, the Panda update was primarily aimed at preventing low-quality and thin content sites from ending up in Google’s search results. It was principally inspired by the proliferation of content farms that created voluminous content that provides little or no value to the user. Looking at it from the other side, Google rewards content that brings real value to the user; it must be fresh, relevant and authoritative and most importantly, provide answers to the user’s queries & concerns. Penguin is now part of Google’s core algorithm and is concerned with the quality of content.
The five commandments of optimization:
- Title tags
A title tag (also known as a page title) is the clickable part of a webpage that is visible along with the results on a SERP. Title tags are a crucial ranking signal, but one which is often overlooked in on-page optimization. They tell the user and the crawler about the topic in a given web page.Writing effective page titles is a craft – a combination of ingenuity and technique. It is the little things; some tweaking here, some fine-tuning there. Page titles that are accurate, precise and as much relevant to the page contents serve multiple purposes: they help improve your website’s organic search visibility, impact rankings and have a bearing on CTR.Apart from your website, page titles appear on at a few places:
- Browser tab
Since the snippet of text that appears on the browser tab, a page title must have the punch and simplicity to indicate to users the content on the page.
Together with the search results, the page title appears on the SERP As the blue link of text (in the case of Google) that can be clicked to enter a web page, the page title must have the power to entice users to click it and visit that page.
- As anchor text
External websites and social media channels will link to your website using the page title as ‘anchor text’. Yet another reason why it is significant to write title tags that are clear, precise and to-the-point.
- The importance of a powerful page title
A title tag grabs and holds attention and induces the user into action. Hence it is imperative to come up with title tags that are persuasive and precise. As a best practice to writing standout page titles, the title tag must essentially include three key elements; numbers and trigger or action words. Numbers or stats bring out the credibility while trigger words provide answers to users’ questions and queries. Another unwritten tenet of an effective title tag is it must be short, simple but must not have content duplicated from the actual page content.
- Browser tab
- Meta description
In simple terms, a meta description summarizes the contents of a given page. It is a snippet of text of 320 characters that show up on the SERP below the title tag. Though meta descriptions do not directly influence page rankings, they provide a small window to advertise content to users; users make up their mind whether the given page is relevant to their search query or not by reading the text contained in the meta description. As such, a meta description has a definite bearing on the CTR.
Users are constantly looking for something; mostly it is solutions to their problems and pain points. It is crucial to creating content that gives them precisely what they are looking for – quickly and easily.High-quality content is that which fulfils a demand. Whether it is text, image, audio, video or multimedia, if your content fulfills a demand – accurately serves up the information needs of your customers and prospects– that content is considered ‘good content’.
Users seek information on the Internet through search engines by typing in keywords or keyword phrases. What are the best keywords that drive high-quality traffic to your website?It is pertinent to perform keyword research to get this answer. Keyword research is the task of finding, analyzing and choosing the best keywords to target to channelize quality traffic to your site. Whether it is organic SEO or PPC, it is absolutely vital to determine and target those keywords your audience is searching for. Otherwise, you simply won’t be found. From title tags to URL, from link building to content creation, optimizing for the best keywords leads to results.
Research reveals that the link popularity of a specific page accounts for 22.33% of the components of Google’s ranking algorithm.Link building is perhaps the most challenging activity in SEO. The objective of link building is to secure a link to your websites on other people’s sites. Links are an indication of trust, authority and popularity. As the SEO and link building landscape constantly evolves, the importance of having in places a sound link building strategy is not lost on us. It calls for multiple skills and abilities: analytical, social, creative, communication and marketing.
Web copy optimization – word play that works:
Apart from the techniques, you also need to apply the creative skills and expertise to optimize your web copy. Some of these are:
Writing effective, catchy headlines
If your headline isn’t appealing enough to grab and hold the reader’s attention, chances are thin they will proceed to the body copy of your article or write-up.
Judicious use of subheads
Helping to make the writing structured and modular, thoughtfully written subheads subtly lead the reader into the web copy.
A majority of users tend to skim the content rather than read elaborate paragraphs. Short, crisp paragraphs, along with liberal use of bulleted lists, is a writing style that has gained traction in connecting with audiences.
To establish trust and create a solid connect, you must write with confidence and conviction that indicates subject matter expertise. It further helps to backup your claims with hard evidence such as statistics and real-life experiences of your customers.
ContentFactory – Singapore’s foremost and trusted company for high-ranking SEO web copywriting
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ContentFactory brings profound insights into effective content marketing, where SEO web copy is a key element. Capitalizing on our expertise and applying best practices, we craft crisp, clear and highly optimized web copy that produces results.
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