SEO Copywriting: Rank and Get the Click
Interested in creating content that not only ranks highly but also effectively markets your product or services? If so, you need to master SEO copywriting.
SEO Copywriting is the happy marriage of two disciplines:
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SEO (search engine optimization) – helping your website rank highly in the Google and other search engine search results pages.
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Copywriting – the art of writing copy that persuades a visitor to take an action, such as buying a product, sharing your article on social media, or simply just reading the article all the way to the end.
When you combine the two, you have a formidable tool when it comes to your online success. Don’t let your website languish in anonymity, rise above the crowd and get the organic traffic you desire by learning how to create content that both humans and search engines love.
Overview:
In this course you will learn:
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Where to place your keywords on the page
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How to create compelling snippets (the listing in the search engine results that represents your page) that not only rank but also get “the click”
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The search engine landscape has evolved significantly. What you need to know today about Google when it comes to keywords. And why understanding searcher intent is critical for your success.
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How to find your perfect keywords (and what tools to use) by understanding concepts such as long tail keywords and searcher intent
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Why content quality matters and how to tell compelling stories so visitors don’t bounce off your site
English captions available.
This course is for you if:
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You are a website owner that wants to successfully market online
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You are a blogger that wants to attract more organic traffic
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You work on website content for a living
Students have said:
“Kathy really knows SEO inside and out. I didn’t know that title tags can have a range of 50-60 characters because they are pixel based. I didn’t know that Google can vary what appears in the meta description based on what you search. The keyword suggestion tools are particularly helpful, as well as the case studies on the Mozbar and Google Search Console. I went through this course once but would love to revisit the lessons and go over each one in more detail with the homework to implement the concepts to help my website get better SEO. I searched for it in Google for the first time and realized that it doesn’t rank at all, so this is a timely and helpful course!” – Gina Decker
See you in the course!
I’m a SEO Consultant and Copywriter and I have really enjoyed putting this course together for you. See you on the inside!
Important Elements of Your Page
Welcome to the course! A brief overview of what you will be learning.
Having good tools is critical to your SEO success. Install the SEO Meta in 1 click browser extension to easily look at the tags on the page.
The title and meta description tags are usually used by Google and the other search engines to create "snippets" (listings in the search engine results that represent your page). We'll cover best practices for title and meta description tags in this lecture.
Where to place keywords on your site and your site's pages.
In this section we learned what HTML elements are important to SEO and where you should place your keywords. Let's test our knowledge with this quiz.
Getting The Click
Ranking is great, but getting the click is even better. An overview of the lectures in this section.
Defining an avatar helps you craft your copy for the specific people that will be most interested in your information and offers.
You probably know the surface level frustration of your avatar, but let's go a little deeper to see if we can get at the words that will resonate with your prospect.
"Would you click on this search result"? That's the question we will be asking as we go through this snippet shootout where we compare snippets and see what is great and what can be improved.
We continue the snippet shootout with another set of snippets.
Learn how to spice up your copywriting by adding "power" words as well as when to add verbs and adjectives.
About Keywords
Understand how Google has evolved and how that impacts how you apply your keywords to your site.
Not all keywords are the same, we'll cover head terms, the chunky middle and long tail. We'll also talk about the difference between commercial and informational keywords.
Your prospect may have a different intent or objective depending on how they searched. Learn how to tailor your SEO copywriting for different page types and intents.
How to use Google Keyword Planner to assess the commercial intent of your keywords.
Create Your Keyword List
In this section you will learn about a variety of keyword research tools.
Finding keywords by using: Google Suggest, People Also Ask, UberSuggest, Keywordtool.io and Soolve.
Why AnswerThePublic is one of my favorite keyword research tools.
Moz Keyword Explorer provides a complete picture of a keyword for you.
Several other sources of keywords that you can use in your keyword research. The lecture also includes demos of Search Analytics (available in Google Search Console) and Google Trends.
Take your keyword research even further by listening to your customers and your prospects.
Review the three step process I use for using the keywords to optimize my website pages.
Tips for optimizing your keywords. WordPress Backend Demo.
Writing Great Copy
For your longer form content, learn about the 4Ps persuasive writing structure.
What factors contribute to content quality? We explore these factors in this lecture.
Weaving in a story into your copy will help you capture interest, here's why.
In this lectures we look at three examples of great copy as well as the formatting used.
Don't forget to include keywords in your copy!
Case Study, Making Sense of Keywords
How I used Search Analytics in Google Search Console to find a page to optimize.
I cover what improvements I plan to make to my page.
If you are getting overwhelmed by lists and lists of keywords, try organizing them into a mind map. I've use mindmapping when brainstorming keywords with clients and have gotten very positive feedback. Mindmaps can help you scope the keyword theme as well as help you figure out how to organize your site.
Also included - a free tool to get search volume numbers for your keywords.
I've developed a keyword grid template that allows you to lay out your keywords by theme and by intent. Once you have filled in the grid then you can map your keywords to your individual website pages.
How can you determine the competitiveness of a keyword? Here's one way to find out.
A look at the new Performance report in the new Google Search Console. The Performance report replaces the Search Analytics report and provides up to 16 months of historical data. We also check in on the page we modified in the Case Study.
Bonus
AI has the potential to seriously disrupt the search industry. You can use it to write code, generate title tags and content.
A big thank you! And information about my other Udemy courses.
