SEO is Vital!
SEO: Vital to your online presence.
You know what it is. Search engine optimization. Google, right? And you know how important your existence is there in this cut-throat world of the internet.
Well, in case you're still a bit unsure, here's a quick introduction:
The underpinning of good SEO copywriting is what's termed the 'science-art' combination:
- Key phrase data (the science) and
- creative, motivating copywriting (the art)
It's critical to use both approaches if you want to ensure a high ranking on Google and generate tons of traffic to your site. And tons of traffic means…?
You've got it. It means more opportunities to convert visitors to customers. Now how cool is that?
The question now, of course, is: How do we best go about it?
First and foremost, you have to consider your audience when you write. People's attention spans are becoming shorter and Google is shifting to accommodate. And although it might not feel like it as you're typing words onto an unfeeling, unemotional, cold, hard computer screen, you're actually speaking to real people through your content. The search engines may love the links and search terms, but real people just want something that's easy-to-read and gives them the information they need in an interesting and entertaining manner.
So give the people what they want!
From an arts standpoint, this is actually fairly easy – if you follow the blueprint. Think about it. For every meaningful process you undertake, there's some blueprint, or formula, underlying its success. SEO is no exception.
The AIDA Principle:
As an old marketer (emphasis here on experience, not age), I've learned to love and use the AIDA principle. It's been around forever, it seems, but that's because it works. And it works because it addresses the reader and what interests him or her. In other words, AIDA helps answer:
- What your visitor is searching for
- What problem he needs solving, and
- Most importantly, how your copy can provide him with a solution
The AIDA model is a results-oriented strategy with four primary goals:
- To get Attention. Right off the bat, you have to capture the reader’s attention. And you do this by stating something that’s highly significant to him. People won’t read your post if your headline doesn’t grab them. Make it big, bold, and full-of-promise.
- To stimulate Interest. Once you've caught your reader's attention, you've got to involve him. What's important to him? What does he want to read about?
- To drive Desire. Okay. You've grabbed his attention, you've involved him in your copy, now you have to reel him in. Talk to his heart, make him want the solution you're providing him.
- To solicit Acti. This is it. This is the result you need from your copy. This is where you inform your reader where and how he can obtain the solution he's looking for.
If you want to take AIDA a step further, consider analyzing your copy to make sure it's Social Media fodder. In other words, make the content so exciting and relatable that it gets Liked, Pinned, Shared or Commented on. (word to the wise: make sure you've put the social icons on your site and made them easily available).
To recap, SEO focuses on the reader, not you. The reader wants to know what's in it for him; why he should read your copy. So tell him. Grab his attention, kindle his interest, fuel his desire… then reel him in and make your sale.
AIDA. Your new secret weapon.
To learn more about SEO, sign up for our newsletter. We'll be examining how you can make SEO work for you. First up? The all-important headline. Find out why a headline like 'Shocking New Study Targets Cat Videos' works. And what key SEO elements can really elevate the sharing of your web page, social post, or blog.