If you’re looking to be found on search engines for certain terms, don’t be too broad, aim to be specific, but make sure it’s being searched for.
I’d like to be found on page one of Google or Bing (Crosby?) for Copywriter UK but it’s a bit of a pipe dream. Copywriter UK is too broad, as is Freelance Writer, Property Writer or Social Media Expert.
I could spend hours optimising my search terms to make it regional: Copywriter Norfolk, Norfolk Freelance Writer, Norfolk Social Media Expert and Norfolk Property Writer – but, believe me, Google suggests no one is searching for those terms.
The one article I can be found for on Google is this tome on: Email Copywriting
That is long tail with a URL of freelance-copywriter/email-copywriting-10-commandments/ and it gets me found.
This is the absolute crux of the matter – you have to rank highly for what you offer in terms of products and services but also have an analytical grasp on search volumes.
You need high search volumes and low competition in those long tails and I can tell you what you should be optimising your website for in terms of search keywords and phrases.
A monkey probably could.
It’s knowing where to look and what to look for and this monkey, Stuart, knows.
Once you know what your customers are looking for on internet searches, you have to make sure you’re found in results.
Let me take a step back.
When I set up Farrell Walton estate agents, I knew the search terms I needed to hammer: Estate Agent Great Yarmouth, Gorleston Estate Agencies, Estate Agents near me, Estate Agents in Lowestoft and all sorts of variations around Gorleston, Great Yarmouth and Lowestoft – our three target areas (too broad, with hindsight).
We got to page one of Google and in the top three for all these within 4 months.
No lie, no BS, the truth.
We had a website optimised for those search terms, a social media strategy devised for each and, here’s the real nub, a blogging platform.
I would write about Lowestoft, Gorleston, Great Yarmouth weekly and hammer those search terms, so that eventually we overtook local giants on SEO ranking.
We got listings too from them – because people will instinctively google a service and when our site appeared, curiosity was piqued and we got enquiries.
Ok, it no longer exists as a company but the ideas that propelled it to page one do.
I’m not going to offer monkey management though – no I want to offer more.
And this is it.
You know what you want to be found for, you know the long tail searches that customers are making, you know the search volumes (and if you don’t, I’ll spend half an hour finding out and you can pay me for my time).
This is where the monkey evolves.
I write your posts.
I pen your blogs.
I draft your articles.
Not out of some philanthropic goodness of my heart but to get you climbing Google and to get me revenue.
I’ve done it for many companies now and not all are estate or letting agencies, though content marketing for these types is my niche.
I can write, without overt sales, without errors, without inducing comas on whatever field you’re in.
Google loves fresh content, your customers love fresh content and I love creating it.
You get a quadruple whammy too as you can duplicate that content (not in blogs or across companies because Google will penalise you) but in emails, newsletters, leaflets, Facebook or LinkedIn posts and your actual digital blog.
Now what most SEO experts, in my understanding, will tell you is the keywords to optimise where they’ll run a check like I will, but few companies will say, there’s your search terms, now let me implement a 6 month blogging strategy to get you found for them.
Writing is my bread and butter, my fish and chips, my passion.
You may have neither the time, inclination or abilities to pen 2000 words a month on the 123 search terms that you want to be found for.
I will do that for you.
Who have I done this for already?
Estate agencies in:
- North Norfolk
All have seen long term gains in establishing their companies on search rankings and as thought leaders with the material published.
In my opinion, people don’t want to read about number of single person households, size of mortgages per households.
People do business with people they like.
That want to be entertained and informed and you want them to buy from you, and not the other company round the corner who’ve being engaging with them on social media and through great articles for years.
People like stories and I like telling them – about your business.
I’ll end with a story of my own: a friend asked me for recommendations for an estate agency in an area I don’t know at all. He’d googled and seen the usual PPC suspects of Purple Bricks and Yopa etc, but he wanted more as the property is valuable and special.
I looked myself and one agent in that area featured prominently on page one of Google without PPC steroids, but with organic growth.
I clicked its 4 social media links – all active and engaging – and read a few excellent blog posts.
I told my friend to pick them – because if they give so much value through a news tab and through social media, they will be committed to provide exceptional estate agency service.
This company were phoned last week and secured the listing based on my recommendation from what I judged to be brilliant attention to detail from their marketing.
Easy decision and I’m sure they’ll deliver.
Here’s what you can do.
Ask me to find out what searches you need to be found for and get me spinning words to make Google and your customers sit up and take notice.
Not short term, not easy, but not rocket science.
You can trust me to deliver and if I don’t, nail me with a bad review and ask for a refund.
Want to know more?
Email: [email protected]