Copywriting Style Guide - Pubcon Vegas 2014

Copywriting Style Guide – Tools & Tricks

for SEO Writers

Presented by:Mindy Weinstein

About Me: Mindy Weinstein • SEO Manager at Bruce Clay, Inc.

• Trainer of SEOToolSet courses• Published author• Former business professor• Marketing for 10 years and SEO for 6+• Connect with me!

– @mindydweinstein– www.linkedin.com/in/

mindydweinstein– plus.google.com/+MindyWeinstein/

Where do you start?

Tip #1: Listen to your audience.

“The most basic of all human needs is the need to understand

and be understood. The best way to understand people is to

listen to them.” — Dr. Ralph Nichols

Listen to Your Audience• Learn everything you can about your target

audience• Plan to write about topics and answer

questions your audience cares about• Content must show that you understand what

your prospects or customers want and/or need to hear

• Be empathetic

Listen to Your Audience

Listen to Your Audience • Know the answers to these questions:

– What does your audience want or need?– What do they expect?– How can your website help them?– What are you trying to accomplish with your content?

Listening + Understanding = Great Content

Listen to Your Audience

What would you do?

Listen to Your Audience - TOOLS

• Social Media: Get insight into your audience• Surveys: Obtain comments and feedback (Survey

Monkey)• Customer Service: Hear from the front line • Focus Groups: Discover perceptions • Conversation: Reach out to your existing

customers

Tip #2: Research your keywords.

Research Your Keywords• How will people find your content?

– Determine what keywords to use• Target the right words—intent, query

volume...• Know the demographics behind the

keywords• Don’t forget associated words

Research Your Keywords - TOOLS

• Brainstorm – the old school way• Bing Ads Intelligence: http://bit.ly/1uVYgaQ• Keyword Tool I/O: http://keywordtool.io/• Soovle: http://soovle.com/• KSP Tool: www.seotools.com/ksp-tool/

Research Your Keywords - TOOLS• Google AdWords Keyword Planner:

https://adwords.google.com/KeywordPlanner • Google Trends: http://www.google.com/trends/• Google Instant: discover real-time query

volume

Tip #3: Create your blueprint..

Create Your Blueprint • Each keyword is different• What is the intent?• Know what the search engines are rewarding

– Review the top ranked pages• Determine the normal behavior of the population• Title, description, body content—how many

words should you use?

Create Your Blueprint - TOOLS

• Page Analysis Tools – SEOToolSet Singe Page Analyzer:

http://www.bruceclay.com/seo/search-engine-optimization.htm

– Internet Marketing Ninjas On-Page Optimization Tool: http://www.internetmarketingninjas.com/seo-tools/free-optimization/

– WooRank Website Review: http://www.woorank.com/

• Microsoft Word and Excel

Create Your Blueprint - TOOLS

• Google Advanced Search

Create Your Blueprint

Title: Word Usage & Count

Body: Word Count, Reading Level, Language

Latent Semantic IndexingLinear Distribution

Tip #4: Develop magnetic content.

Develop Magnetic Content

Source: Content-science.com Content + Credibility Study

Develop Magnetic Content

• Stay focused on your audience—incorporate the You attitude

• Answer the question of “why?” Why should you listen? Why should you care? Why was this message even created in the first place?

• Use the appropriate tone and messaging

• Engage and connect!

Develop Magnetic Content - TOOLS

• Editorial calendar– Google Calendar:

https://www.google.com/calendar – Co-Schedule Editorial Calendar Template:

http://coschedule.com/editorial-calendar-template– Editorial Calendar Examples:

http://blog.bufferapp.com/all-about-content-calendar

Develop Magnetic Content - TOOLS

• Emotional Marketing Value Headline Analyzer: http://www.aminstitute.com/headline/

Conclusion: Tips & Tricks1. Listen to your audience.2. Research your keywords.3. Create your blueprint.4. Develop magnetic content.

@mindydweinstein www.linkedin.com/in/mindydweinstein

plus.google.com/+MindyWeinstein/