Compelling Content

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HOW TO CREATE COMPELLING CONTENT social sharing, it doesn’t matter how “optimized” the words on the page are. That’s why a good SEO copywriter is now primarily a smart online content creator who has a knack for tuning in to the needs and desires of the prospective audience. And because links and social sharing are so important, those needs and desires have to be nailed well before that content will show up prominently in the search engines. The same emotional forces that prompt people to buy can also cause other people to link from blogs, and bookmark, like, plus one, and retweet from social media platforms. The context is different, as are the nuances, but it’s still a matter of providing compelling benefits in the form of content. “Ask yourself what creates value for your users,” sayeth Google. Their brainy engineers continue to diligently create smarter search algorithms, while people-powered social media sharing delivers links and traffic as a reward for compelling content. To sum it up: a good copywriter needs to have a flair for writing content that’s inviting to share and to link to. She needs to have top-notch skills to optimize 4
HOW TO CREATE COMPELLING CONTENT the page, so search engines know what it’s about and who might want to read it. And she needs to know how to write copy that converts readers to buyers. That copywriter will become a vital (and well compensated) member of any serious marketing effort. So, if it’s all about what happens off the page, does the “SEO” in SEO copywriting still matter? Absolutely, and here’s why. Wait … Isn’t SEO Dead? That depends on what you call “SEO.” •• Is it buying links to thin keyword-stuffed pages? •• Is it low-quality content enhanced by inorganic link building? •• Is it building a content “farm” based on brute site authority and weak value? If so, then yes, SEO is pretty dead, or at least on life support. And the Panda and Penguin updates to the Google algorithm are not the end of the story 5
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