Entries Tagged 'SEO' ↓

• I am delighted to announce that Top SEOs has named The Web Copywriter as Australia’s #1 Content Creation company. I am also a little curious. Who is Top SEOs?

Who is Top SEOs?

Consulting their website, I can you tell you that Top SEOs is “An independent authority on search vendors”. They are also “your source to finding the best internet marketing agencies and tools in Australia”. But, frankly, who cares? I won!

Only 99%? Where did I drop a point?

TopSEOs has been kind enough to rank my work as Excellent in the categories of:

• SEO friendly
• Marketable
• Conversion driven
• Variance
• Writing standards

This apparently put me at the top of the 42 companies analysed and produced a ranking of 99%. Obviously I will leave no stone unturned to rectify that. The revenue estimate is, I’m sorry to say, a little high. But, thank you Top SEOs. I will continue to try to meet your high standards. Whatever they are.

The boost in search ranking of Patent Analysis firm, Filament, was so sharp, it drew the European Patent Office to their site to see what all the fuss was about.

Filament – global leaders in IP Intelligence

Filament works in the area of IP Intelligence, IP Analytics or Patent Analysis. That means that when a company wants to defend their intellectual property, or is looking at a merger and wants to see whether the IP is complementary, they come to Greg. Thankfully, now more of them will be coming Greg.

Boosting Filament’s search ranking

I did some SEO and website copywriting for Greg a while back and it’s just starting to bear fruit. They are ranked on Google’s first page for almost all their keywords – and it’s brought the attention of not just customers – but others keen to see what’s going on.

European Patent Office drops in

On one particular keyword phrase, Filament was ranked behind only the European Patent Office. This brought the European Patent Office to the Filament site to find out what all the fuss was about. Several other major patent players have visited as well. It’s nice to be noticed.

For the first time, on pages from the web, The Web Copywriter is ranked #1 on Google for “web copywriter”. Since this is possibly a momentary glory, forgive me if I record it for posterity.

If I achieve nothing else in life, I'll always have this.

Dropping the Domain hyphen delivers

I wrote previously about the spectacular effect on rankings of dumping the dash from my domain name. In moving from web-copywriter.com.au to webcopywriter.com.au I went from #29 on “pages from Australia” to #1 – before dropping back to second. At that point, I was third on pages from the web.

Pages from the Web versus Pages from Australia

But today I had the pleasant surprise of seeing The Web Copywriter on top of the pile for pages from the web. My ranking on pages from Australia remained #2. Why the difference? I’d welcome any explanations.

PageRanks lost in the transition

What is weird is that while the PageRanks for the new domain were initially maintained, they have now gone – at least for the moment. But without affecting the Google search ranking obviously. All the literature says you’ll maintain your PageRanks with a 301 Permanent Redirect, so I’ll watch this with interest.

High Google ranking of secondary importance

This is nice and all. If you’re a web copywriter, it’s better to rank well on Google rather than being an also-ran. But ultimately it’s about delivering sales. So, I’ve done my bit. Now you do yours. The number to call is 0423 653 756 or email The Web Copywriter.

I mentioned a while ago that I was doing SEO work for a little pop art canvas firm in the UK called Personalised Pop Art. I can report that after just a couple of weeks they’ve gone from nowhere in the Google Search rankings to #9. But we’re about to do something that should get us to the top three.

Proof that Personalised Pop Art has said goodbye to web anonymity.

Simple SEO still gets results

I haven’t done anything especially clever. Just good basic on-page SEO:

• Unique and keyword-rich page titles
• Unique meta descriptions
• Unique meta keywords – for what they’re worth
• Keyword-rich h tags

But we’re not done yet.

Dumping the hyphen from the domain name

I wrote recently about the spectacular results I’d achieved by dumping the dash from my domain name. In moving from www.web-copywriter.com.au to www.webcopywriter.com.au, I’d gone from #29 to #1 overnight. (Admittedly, after that brief flirtation with top spot, I’m now down to #2 but we’ll be back) We’re about to repeat the trick.

Responding to SEO’s changing algorithms

Search engines used to prefer domain names with hyphens. Now they don’t. It was potentially risky changing my domain – and it’s a pain to have to get people to change links. (For them too). But it worked in spades. So now www.personalised-pop-art.co.uk is about to become www.personalisedpopart.co.uk. I’ll keep you posted on the results.

I recently did some SEO and web copywriting for Super Safeguard – a company that helps Australians find their lost superannuation. It reminded me how important it is to write from the customer’s perspective rather than the business’s.

“If your site’s structure and content is written from the company’s perspective, that will be really handy if someone from the company is searching the site for your products”

Write from the customer's shoes - even if personally you'd never wear them.

Most websites structure for the company rather than the customer

I’m amazed at how often the structure of websites is based on the way the company views their business – rather than the customer’s perspective. The site’s navigation tends to be product-based rather than attribute based. It’s more “here is what we have in terms that only we understand” rather than “here is what you, our dear potential customer, came on the web to find”. This has two consequences – both of them bad.

Writing from business’s perspective hurts SEO

Firstly, it hurts your Google Search ranking. If your site’s structure and content is written from the company’s perspective, that will be really handy if someone from the company is searching the site for your products. They’ll enter terms that beautifully match the content. But it won’t match what Joe Public enters into that little Google search box – so no-one outside the company will find what you’re selling.

Writing from business’s perspective hurts business

But it hurts you even more where it really counts – in converting visitors into customers. Because if people can’t look at your website and see very quickly what they’re after, they’re gone. How did this come up for Super Safeguard?

I have a super “account” with you?

Do you know much about lost super? The deal is this. Let’s say your super fund loses contact with you. You change jobs, move, whatever. They will generally hand your account over to what is called “a compliant Eligible Rollover Fund (ERF)”. Super Safeguard is one of these ERFs. So from the company’s perspective, it would make perfect sense to say on the site, “Find out if you have an account with us”. And that’s what it did say. Unfortunately, you don’t think about it in those terms, do you?

All I know is I’ve lost my super

If you knew you had an “account” with them, your super wouldn’t be lost, would it? All you know is that you’ve lost your super. So from your perspective, you don’t want to see any mention of “accounts”. You just want to see stuff about “lost super” and “help me find my lost super”. So that’s what I wrote.

SEO keyword analysis provides customer insight

Before we had the net, I guess you might have had an excuse for not knowing what a customer was looking for. You’d have had to do expensive research to discover what their mindset was. But not anymore. With SEO keyword analysis tools, you can identify precisely what they’re after. And you ignore these insights at your peril.

Web Copywriting 101: Use the customer’s terminology – even if it’s wrong

I was reading an SEO blog just the other day and it was saying that a major US telco refused to have any reference to “cell phones” or “cellular phones” on its site because it was “wrong”. They weren’t “cell phones” any longer (sorry, can’t remember what they thought they should be called). The only problem is that the US punters are still calling them “cell phones”. And when they go onto the net, that’s what they search for. Well, they won’t find this telco’s products, will they? Rule #1 in web copywriting: use the customer’s perspective and terminology – even if it’s “wrong”.

I’ve just conducted a live experiment on the SEO effect of a hyphen in domain names and the impact has been swift and spectacular. By dumping the dash from my domain name, my site has leapt in the Google rankings from 29th yesterday to #1 today.

“Hyphenated is not only not better, but in this day and age is clearly worse” Aaron Wall SEO Book

“This is what makes SEO so tricky. The rules are unpublished. And they keep changing”

In the SEO dash, the hyphen turned out to be Ben Jonson

Conventional SEO Domain Naming Wisdom

In his Dummies Guide to SEO, Peter Kent said that if you have a choice of domains between rodentracing.com and rodent-racing.com then you choose the latter. Google, he said, would rank rodent-racing.com more highly. So, when choosing my own domain name, I selected web-copywriter.com.au. But I also bought webcopywriter.com.au and thewebcopywriter.com.au as defensive moves.

Hitting a Google Ranking brick wall

My site web-copywriter.com.au was ranking reasonably well – particularly since it’s only been around a few months:

• #1 web copywriter sydney
• #1 seo copywriter sydney
• #4 website copywriting

But, ironically, for “web copywriter”, the highest I’d reached was about #19 and sometimes I’d languish down in the 40s. Give it time, I thought. But it didn’t get better. Recently I was 29th. And I couldn’t see why domains without hyphens were performing very well – contrary to Peter Kent’s assertions (at least in his book).

Going to Aaron Wall – the SEO source

I decided to join the renowned SEO Book online community and invited their thoughts on the issue. Specifically, would they still recommend using the hyphen? Here is what the SEO guru, Aaron Wall himself, had to say:

“Hyphenated is not only not better, but in this day and age is clearly worse. I would be more inclined to use the version of the domain without the hyphen because it is easier to remember, easier to market, and because some search engines (like Google and Live) give exact match domains a ranking bonus (with a hyphen you lose that bonus).”

There you have it. So, I switched my domain from web-copywriter.com.au to webcopywriter.com.au. How would it affect my ranking?

Waiting for Google to index

You know what it’s like when you launch a new domain – constantly checking to see whether Google has indexed it. It had been about 4-5 days and nothing. Then, just this afternoon, up it popped. Only 4 of the 40 odd pages had indexed, but it was a start. And how did the new domain rank?

The SEO jury is in. The dash is out

Now you wouldn’t think the effect would be immediate. Particularly since so few pages have indexed. But, no. The effect was quick and spectacular. Yesterday, on google.com.au, “from pages from Australia”, my site was ranked 29th. Today, for “web copywriter”, it’s ranked #1. Now, that is what I call a D-R-A-M-A-T-I-C rise.

The shifting sands of SEO

This is what makes SEO so tricky. The rules are unpublished. And keep changing. What was once recommended is now discouraged. But, for the moment, I can categorically report that a domain name with www.keyword1keyword2.com is infinitely better than one with www.keyword1-keyword2.com. And, I can report this from the lofty eminence of Google’s #1 ranked “web copywriter”.

I wrote copy for a couple of high end brochures this week and absolutely loved it. It reminded me how much fun copywriting can be and made me question the whole SEO-at-all-costs approach to website copywriting. Is SEO killing off great copywriting? If you write beautifully for the web, will online sales go up or down?

“Try to imagine Shakespeare writing Hamlet within the constraints of search engine optimisation. ‘To be or not to be?’ Hey, Bill, can you squeeze a keyword in there, pal?”

Failed web copywriter, William Shakespeare

The best kind of copywriting clients

The best clients are those who are absolutely passionate about their product. People whose love of what they do is reflected in the quality of their product. And I’ve been lucky enough to work for two of them this last week. One is Poronui, a luxury sporting lodge in New Zealand’s North Island. And the other is Wine Odyssey Australia, an innovative business offering a sensory wine adventure down in The Rocks that is going to be a total trip for Australian wine lovers. But, I wasn’t doing their websites. (Though in time I will.) I was writing their brochures.

Why some clients still need brochures

Anybody remember brochures? They’re kind of glossy paper things. And for certain products they still do the business. A good brochure is a sensual storybook that helps you forget how much money you’re shelling out and how great life will be once you have this object of desire in your life. They create a perception that helps shape reality. I love brochures. I love them as a consumer. And I love them even more as a copywriter.

Brochure copywriting is a blast (from the past)

Not all brochure copywriting is fun. Writing a brochure on toilet paper, for example, wouldn’t be a whole lot of fun. Wasn’t a whole lot of fun. (I wrote a couple for Kimberly Clark.) But when you’re writing for a high-end product and it’s appropriate to be lyrical, sensual and evocative, copywriting becomes an absolute joy. The same can’t be said of a lot of website copywriting.

SEO has killed beautiful copywriting

I’ve had my SEO training. I know how to lift your Google search ranking. I know how to write for an attention-deficient online audience. But unfortunately Search Engine Optimisation and writing for the web in the way that you’re told to write for the web means the elimination of style, the narrowing of vocabulary, the foregoing of beauty. Is that the right way forward? If you re-introduced truly great writing to the web, would your online sales go up or down?

Should we forget all about SEO?

No. I’m not about to throw my SEO manuals out the window (though I might as well since I’ve long ago internalised their contents). And I’m not about to write great swathes of copy for an online audience that insists on scanning. Because if you forget about SEO, the web will forget about your client. But having been reminded this past week of what writing can be, I’m going to be bringing more of that flavour to my website work from now on.

Great copywriting is good for online sales

Not for my sake. But because selling is ultimately about storytelling. Clinical website copywriting might appeal to search engines but search engines don’t buy your product. If, through your copy, you can transport people to another place, they’re more likely to reach into their virtual pockets – and feel good about doing it. If you can use more of your storytelling skills, if you can use words to weave a magic web, you will increase online sales for your client. And have more fun into the bargain.

Google suddenly wasn’t indexing one of my pages – ironically, my “SEO Copywriter” page – and it was knocking my ranking for that keyword phrase. But I’ve made some changes and – voile – the page has indexed once more.

What to do when Google snubs you?

Sudden drop for “SEO Copywriter”

I check the Google rankings of my clients and my own sites on an almost daily basis. So I was alarmed during a routine check to find that I had suddenly dropped from a ranking of 3 or 4 on “SEO Copywriter” to 9. And when I looked at the pages listed on the Search Engine Result Page (SERP), neither of them were the “SEO Copywriter” page. How weird.

Google wasn’t indexing the “SEO Copywriter” page

When I checked what Google was indexing (in a Google search field enter site:yourdomain.com), the “SEO Copywriter” page was missing. Yet it was indexing two child pages off that parent – “What is SEO” and “SEO Tools”. Why?

Why isn’t Google indexing my page?

Google can be capricious. It can not index your page for a bunch of reasons. But generally it’s because it doesn’t think that this page adds anything to the world’s collective knowledge. It could form this high and mighty opinion because …

• your page title is the same as other page titles
• your meta tags are the same as other pages
• your h1 tag is the same as other pages
• your page’s content is too similar to other pages

However, in my case, this wasn’t true. The page was unique for my site in every regard. So what else could it be?

Was it something I said?

If Google doesn’t like an inbound link to your site, it will mark you down, but again this was unlikely. So I looked at the content and found that on this page I had made a couple of references that Google might not have liked. Without wanting to repeat the content exactly, I made a reference to Spamming and to a certain landmark event in the way Google ranked pages. Could this have been the problem? I wasn’t taking any chances. I revised the content. But how to get Google to re-index the page?

Getting Google to index the SEO Copywriter page

Apart from getting rid of content that I thought Google might have found offensive, I revised the first paragraph to make it distinctly different to other pages. I also found a 301 Redirect I’d set up from /seo-sydney/ to /seo-copywriter-sydney/ wasn’t working and fixed that. But how long would it take Google to get back to look at this site? I wasn’t going to sit on my hands waiting.

In-bound links to the missing page

I have the Web Copywriter site listed on a few reputable online business indexes. In order to get Google to take notice of the SEO Copywriter page, I changed the URLs on a couple of these sites from the home page to the SEO Copywriter page. I asked one of my clients to alter the link as well, but then this morning I got some good news.

SEO Copywriter is back

When I checked which pages were indexed this morning, the SEO Copywriter was back. And so was my ranking. I am now back at 4 for SEO Copywriter and 2 for SEO Copywriter Sydney. Tellingly, the pages listed on the SERP now include the SEO Copywriter page. What made the difference?

Try an inbound link to cure a Google indexing problem

Who knows. It could have been the removal of the Google references. It might have been making the content more different. It might have been fixing the 301 Redirect. But my money is on the inbound-links. If pages on reputable sites are linking to a page that Google hasn’t deemed worthy of indexing, it is surely going to give it cause to think again. The unease I was feeling while I was being blanked by Google has now dissipated. Now I can get back to worrying about other stuff.

A tiny SEO job I did free for a mate has led to a fascinating brief from a massive new client.

“As Confucius once said, “To open yourself up to the possibilities of the universe, you occasionally need to do an SEO freebie’.”

At the centre of the universe is one small act of SEO kindness.

The ‘optimised’ website that showed no evidence of SEO visitation

A friend of mine asked me to look at his site and I didn’t have good news for him. Despite the fact that it had supposedly been search engine optimised, I could see little evidence of it.

The keyword strategy seemed flawed, but the damage was limited because they hadn’t really optimised for those keywords in any event. There was not a single keyword in any Page Title for example. He appreciated my candour but couldn’t afford my services. What the hell, I thought. I’ll do it anyway.

The freebie SEO job that snowballed

I spent a few hours doing keyword analysis and surveying what his competitors were doing. I then spent another few hours rattling off the page titles and meta tags for each page of his site. Unable to help myself, I went on to make recommendations about a switch of domain names, and crafted individual page URLs that were keyword-rich. In for a penny, in for a pound – I then rewrote the home page copy using the principles of Persuasive Architecture. All for the same very reasonable price of nada. But, as things transpired, I got paid back in spades.

I optimised for free but not without expectation

I can’t say I did this free SEO job without expectation. I’m not that altruistic. I did it in the belief that some day in some way I would be repaid for my efforts. My faith was rewarded – more quickly than I could possibly have imagined.

The web lets Karma work its magic

Within days of doing the work – and before my mate had even implemented my SEO recommendations – I got an email from a seriously large client who’d found me on a Google search. When we got to chat, I asked him what it was about my site that convinced him to get in touch. You guessed it. It was my blog post about the work I’d done for my mate. And he wasn’t impressed by my generosity of spirit. He liked what I had to say about Persuasive Architecture. He’s now presented me with a fascinating brief that I can’t wait to get started on, and I feel fairly confident it will cover the cost of the SEO work I did for my mate.

The devout atheist with boundless faith

I’m a devout atheist – don’t get me started – but I do have boundless faith. I genuinely believe that if you make a habit of doing good things that ultimately things will work out for you. This faith can be tested at times. For example, when you promptly respond to a request for a free SEO report card and you don’t get so much as a thank you – let alone a follow-up commission of more work. But this latest episode is a wonderful reminder of why economic rationalists never have any fun. As Confucius once said, “To open yourself up to the full possibilities of the universe, you occasionally need to do an SEO freebie”.

Yesterday I got an email from an executive at one of Australia’s leading banks who said that he’d stumbled upon The Web Copywriter site “while Google searching for SEO copywriters”. This was music to an SEO guy’s ears. And a reminder of why investing in SEO makes sound business sense.

“There are no easy-beats in the ‘SEO copywriter’ category – no Carltons of the pre-Chris Judd era.”

Good Search Engine Optimisation is still surprisingly rare

I’m amazed to find that sites in many business sectors are still not search engine optimised. These companies will spend a fortune on general marketing, hundreds of thousands on a website, and not shell out a few grand on something that could deliver them a huge increase in web traffic and online sales. Unfortunately, “SEO Copywriter” is not one of these sectors.

“SEO Copywriter” is the Parramatta Rd of search categories

“SEO Copywriter” is the Parramatta Rd of search categories. You’re trying to sell in a crowded sector, against people who really know how to sell. There are no cheap wins to be had in this competition – no Carltons of the pre-Chris Judd era. So when I set up The Web Copywriter site, the possibility existed that I could use perfect search engine optimisation and still not trouble the Google scorers. But, to my delight, that’s not what happened.

Lifting the Google ranking of one of my favourite clients: me

I was surprised and delighted to find that my site moved very quickly through the rankings and was very soon on Google’s first page of Search Results in all my primary keywords. Here’s where it currently stands:

• web copywriter sydney – #1
• seo copywriter – #3
• website copywriting – #3
• website copywriter – #3
• web writer sydney – #5
• web copywriter Australia – #6

I knew that reaching the first SERP (Search Engine Results Page) of “web copywriter” – ironically – would be tough. But by listing with a good business index, I made it. I’m at #7. So clearly – given the importance of history in Google’s ranking – not all of these SEO guys are all that cluey.

What’s my SEO secret?

I can honestly say that I haven’t done anything in terms of Search Engine Optimisation (SEO) on my site that I don’t do for all my clients.

• Good keyword analysis
• Good domain name
• Good page URLs
• Good page titles
• Good meta tags
• Good highlighting
• Judicious link building

And constantly refreshing the content through this website copywriting blog. You can’t rest on your SEO laurels. You need to be constantly reminding Google that your site is the authority in your category. Particularly in this god-forsaken category.

Has my investment in SEO been worth it?

Obviously I get my SEO at very good rates. But there is still an opportunity cost – instead of writing this post I could be making phone calls to prospects. (If it wasn’t 6.30 am). But my own investment in SEO has been good business for me. This bank client alone has made it all worthwhile. If you’re at all cluey, you’ll get a good SEO Copywriter to take a look at your site. I know someone I can recommend.