Time and again I see the same mistakes being made. It is often thought that SEO copywriting is about writing for Google. Texts are crammed with keywords and the promised effect is never achieved. Target groups are not clearly identified and the easiest optimization techniques are completely forgotten. Sin!
In this article, I save you from the most common mistakes.
SEO Copywriting is not about Google, but about your customers
Before you touch your keyboard or grab your old-fashioned pen and paper (believe me, that’s how I write my blogs too), it’s crucial that you know who your customers are.
“But, Sebas, I know what my target audience is.”
That may be the case, but do you also know who your customers are?
Time and again I see websites that focus on a target group, but what is a target group anyway?
Are all website owners our target audience because we are an online marketing agency?
When I look at conversion optimization (turning visitors into customers), I prefer not to talk about a target group, but a need group.
What is the difference?
A target group is a group of people that can be categorized. A needs group is a group of people with the same need.
Does that sound exactly the same?
Believe me, there is a huge difference.
Why a needs group is important to your success in Google
Composing a needs group is a difficult task. A need group goes much further than a target group. If you want to clearly map out your needs group, ask yourself the following questions:
- What result does my product or service offer?
- Who is looking for the result?
- What situation are my customers in before they feel the need for that result?
- What problem do people have that they are looking for a solution to?
- What’s the real need behind that problem?
Before you start writing SEO texts, you first need to map out your needs group. Believe me, this is a very determining factor for your success. SEO copywriting is not aimed at Google, but at your customers. In the online SEO writing course we all go into this in more detail, let’s first look at what another common mistake is.
Thinking Google is your customer
SEO copywriting is more than just combining a number of keywords in the hope that you will be found. If you want to score well with your SEO text, you need to speak the language of your customers.
Sounds like a cliché?
Maybe yes. Yet I still see web texts that are stuffed with keywords and then also the wrong keywords.
Google is the only one that has keyword data, but not the data you need.
Okay, the number of monthly searches is important. After all, you want to know how often a certain term is searched.
But who will read your text?
Is that our great friend Google or is it the visitors that can become your customers?
If you want to reach the right people via SEO copywriting, you have to start at the beginning!
Your common sense.
Yes, believe me. You and only you know who your customers are. If you write your texts for a client, do not enter into a conversation with Google, but with the person who has the most insight into the target group. Or even better, the need group.
If you have clearly mapped out the needs group in the previous step, you will also know what situation your customers are in before they have a need for your product.
What is that situation? What problem do they have? What result are they looking for?
Once you have everything clear, use your common sense before using Google at all to find out how often a certain term is searched.
Once you have collected enough input, make sure you create the largest possible database with possible keywords.
Have you created that large database of keywords? Then you can analyze your keywords in the next step. Analyzing your keywords is an important step. If you skip this step, I can already give you a note that you encounter the following common error:
Forget that there is more than monthly searches
You thought you chose the right keywords and yet you don’t score in Google?
I am regularly asked why we do not score well with the keywords internet marketing or online marketing. An understandable question. It would indeed be a nice business card if we, as an online marketing agency, would be found well on these search terms.
These keywords have fierce competition and do not deliver the number of visitors you can expect. Especially when you consider the time you have to put into the optimization.
We now have a reach of more than 60,000 entrepreneurs. And no, we don’t have to fight our competitors for months or years for this.
In my opinion, you can do it smarter. You don’t have to fight endlessly with your competitors.
An important part of your content marketing strategy is determining the right keywords. Keywords that your competitors have not yet found. Before you start with your SEO text, make sure you find out not only the number of monthly searches but also the competition.
Provide a strong keyword analysis.
Have you found the best keywords for your new SEO text? Then make sure you start with the easiest optimization.
The easiest optimization totally forgot
I’ve already written about it. Although Google still denies it, we see that practice proves the contrary.
Do you want more visitors and score higher in Google?
Then let visitors click.
In addition to advertisements, the search results also show websites that, according to Google, contain the best information about the keyword that was used.
Google gives a position and then checks via the CTR and the Dwell-time whether these websites earn those positions.
Dwell time is the amount of time someone spends on a web page before returning to search results. Dwell Time is measured in the following way:
- Visitor clicks on a search result in Google
- Visitor reads the information
- Visitor continues – or returns to Google
- When the visitor returns to Google, Google measures the time in between
The time it takes a visitor to click on your website from the search results and then return to Google is called Dwell Time.
Besides Dwell Time there is another important SEO factor.
But what is the CTR?
CTR stands for the Click Through Rate, the percentage that clicks through from the search results to your website.
The higher the CTR (so the more people click on your website), the more Google is convinced that you have the best information for the searcher.
If the user statistics show that your website is rated the most, what do you think Google does?
Exactly. It will place you higher.
How do you find out your CTR in Google?
Open the Google Search Console. Click on search traffic> Search analysis and check the CTR option.
How do you increase the CTR in Google?
A better position in Google does not always mean that you also get more visitors.
That position in Google is just the beginning. Your SEO title and meta description complete it.
How do you increase your CTR in Google?
We’ve covered most of the errors. You will soon be writing even better SEO texts.
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