Google is focused on ensuring that the user experience is as brilliant as possible. Key to this is providing content that the user actually wants, can put into action, finds valuable - and finds easy to read.
Often, the stronger the content is, the longer the reader will stay on the page. This gives your website a massive thumbs up in the eyes of Google, and strengthens your overall content marketing campaign.
Copywriting is about two things. As well as quality, it’s about optimization. Get these two right and you’re winning.
Let’s take a look at SEO 5 copywriting tips that will help your small business content get ranked on Google.
Nail the Headline
Research has shown that 59% of people share a piece of content based on the strength of the headline alone.
In other words, they share something without even reading the copy!
This means that, if you can nail the headline, you’ve got an amazing chance of securing more social signals and backlinks.
For a headline to stand out on Google, it should include your main keyword. For it to stand out among users, it should highlight the benefits of your article. What will the reader stand to gain from reading your content? The headline could also arouse curiosity.
The idea is to make your headline short, punchy and so compelling that people need to read on.
Smash Your Opening Paragraph Out of the Park
After the headline comes the opening paragraph. If you haven’t lost too many visitors at this point, well done. But now comes a bit more hard work.
Your opening paragraph needs to do a few things. It needs to outline a user’s problem (without dwelling on it), before demonstrating how you’ve got the answers in this article. Make them aware of your expertise at this point by dropping in some data and some knowledge. Show them that you’re the expert they can trust.
Empathize with their situation in the opening paragraph, too. For example: “I get it - you’ve looked long and hard for an answer.”
Keep Your Sentences And Paragraphs Short
What’s the problem with chunky paragraphs crammed with lots of sentences? They look unreadable. Think back to a time you arrived on a website and found a 1,000-word blog post that contained just one paragraph. You clicked back, didn’t you?
We all would.
Your content needs to be easy to read and nicely presented. To this end, it’s important that you keep your sentences and your paragraphs short. This will improve the flow of words, too.
Cut out the big words. Keep things simple so that everyone can understand what you’re saying. Avoid fluff and stick to 3-4 sentences at the most for each paragraph.
White space is your friend, my friend.
Look, you’re not writing an academic paper here. Instead, you’re marketing something. As such, you need to speak to people as though you’re having a conversation with them.
To this end, your copy needs to be punchy and engaging, and it needs to involve the reader. The easiest way to involve the reader is by asking questions. In this very article that you’re reading, we’ve already asked you three questions. While you might not have answered each one, you surely felt more involved. This keeps you engaged and it keeps you on the page.
Switching from a passive voice to an active voice makes your article more conversational, too. “I am” is active, while “you are” is passive. Active voice connects you to your readers, and this is super important for rapport. If you remain in the passive voice, your copy can seem uninspired, clumsy and awkward. Moreover, it makes the reader feel disconnected.
Craft Compelling Meta Descriptions
Your meta description is meant to explain what a visitor can expect to see when they arrive on your website, but they can also be used to lure them in. How so?
By being more compelling.
An easy way to write more compelling meta descriptions is by asking a question: “Do you want to lose weight within 4 weeks?”
Another way to boost clicks is by adding a call-to-action to your meta description if it’s relevant, and you should also add your main keyword so that you rank higher.
These are 5 copywriting tips that will help your small business content get ranked on Google. Focus on crafting an awesome, stand-out headline, nail the opening paragraph and be conversational and engaging. And once you’ve crafted some compelling meta descriptions too, you’re well on your way to success. From there, it’s just a case of improving your copy as you go along. You will get better and better.
Jared Carrizales spearheads the team at Heroic Search. They specialize in content marketing and link building for large and small clients all over the world. In his spare time he enjoys a good cup of coffee and Netflix binge.