There's a lot of confusion about SEO Copywriting for generating high CTR for your blogs and website pages. So let's clear it all up now.
This blog will serve as a guide line for our internal Sparkah.com writers and anyone else who wants maximum visibility in Google or Bing (not that Bing matters much). The tricky part for professional writers and pros with journalism degrees is that writing for Google is different than writing for a periodical like the WSJ or NYTimes.
The primary difference is that magazines and journals need clever seductive titles. This generally means that you leave out, OMIT, key details and facts in the title so that you can expound on them in the body of your article. In Google, that will kill you. Google depends on you putting key details in the title because that's exactly what Google users search for.
Journalists Suck At Google
And there are many other criteria so let's break up this post into three categories:
1. Stylistic Differences Between Google SEO Copywriting and Journalism
2. Crafting the Title or Headline
3. Composing the Body of Your Blog or Article.
Key Stylistic Concepts You Must Adhere To For Google SEO Copywriting
So, #1, as we've already mentioned, you've got to put names and proper nouns in your title. Be as witty and clever as you can but not at the expense of building in keywords. Yes, you're still telling a story. But Google can't read stories. The only thing Google can do is count words. So while you're writing for people, think and remember that you're also writing for a machine. You're writing for Google. make the keywords that people will search for easy for Google to find.
Crafting the Title or Headline
Do any search in Google. Go Ahead. Search for "Green Catchup" if you want. You'll notice that 9 out of 10 headlines that Google spits back at you only has about 7 or 8 words. So you're looking at a total of a 45 character count for your title. Match that.
Then, when you write your actual story, keep asking yourself, what words in my story are directly related to the story AND are words that people will Google. People Google names. People Google:
1. People
2. Product Names
3. Company Names
4. Names of Cities and Towns
5. People Google using qualifiers:
Instead of just googling: "Buildings," they Google: "Green Buildings," "Big Buildings," "Brick Buildings."
Craft your title with as many proper nouns as you can fit WHILE still making your Google user curious enough to want to click your link.
Here's a series of examples for a dating blog:
BAD for Google / GOOD for People:
"7 Things Boys Do That Girls Hate" -- REASON: Nobody Googles words like: "things," "boys," "girls," expecting to find your article. Syntax relevance is super low here. And nobody Googles the number "7."
GOOD for Google / BAD for People:
"Dating Tips Dating Etiquette Common Cultural Dating Misunderstandings." -- REASON: Anybody who's looking for dating advice will Google these terms. But even if you're blog post DOES come up #1 in Google for a search of any of the terms in the title, the title sound like it was ripped straight out of a Nun's text book. Nobody will click you.
GOOD for Google / GOOD for People:
"7 Dating Tips & Etiquette Train Wrecks Across Cultures" -- REASON: We're using all the keywords we can to match possible search queries but we're also using descriptive imagery conjuring words like "train wrecks." If you want your blog post to also rank well in Google for "Common Cultural Dating Misunderstandings," then you'll just have to write another blog post because we're out of space in the title. Besides, blog pages are cheap.
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Style Manual for Writing the Body of Your Article or Blog for Google SEO
Next, for how to actually build your body, You'll have to watch our internal Trade Secret Video: Google SEO Copywriting for Blogging
PREVIEW:
Among the things included in the above video:
1. Name Dropping.
You've got to drop names in every blog post that are related to the topic you're covering. For example, if your blog post includes the words:
Robert Dinero
Risotto
Nolita
Google will think that your blog post is about Dinero's new restaurant in NYC. If you want Google to realize that your blog post is about Dinero's best Movies, and not about food or restaurant industry news, skew the topic graph back to movies by dropping other movie industry related names like
Al Pacino
Marlon Brando
Humphry Bogart
Even if you don't discuss the other 3 actors, drop their names. Remember, Google is a computer. It tries to figure out what your blog post is about (in this case, movies, NOT restaurants) so give it other proper nouns so that Google can start to build a picture in it's head about the nature and character of your post.
#2 Link Blocking
Most of you don't know this. Let's say you have 5 links in your blog. If you're quoting someone else's blog or post, that deserves an attribution link. So that's 1 of the 5 already. And one of those links are to your own website. So you have one link that you want google to notice and 4 others that are there to offer the readers value or keep you out of an FCC or FTC fine or penalty.
Well, Google will look at your page and give it a score. Let's say Google gave you 100 points. You linked to 5 other urls so each of those urls gets an average of 20 points. Technically, if the link is high up in your post, it will get positively weighted and get 30 points while a link at the end gets only 10 points. But let's not get too technical here.
The main point is that you are only giving your own website 20 out of a potential 100 points. You're giving 4 other urls 80 points. Dumb.
So, just put a rel=NOFOLLOW tag in the other 4 links so that links to YOUR site get 100% of the points Google passes on internally.
There's More. Watch the video for the rest:
(PS. There are 73 Other Guidelines for Google SEO Writing That Our Sparkah.com PR Writers Must Follow. To Find Out What They Are, Click: SECRETS)
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