Imagine if J.K. Rowling wrote the Harry Potter series but never published it? That is pretty much the rationale behind SEO web copy and why its important for brands to invest in it.
When it comes to digital content, inundated is the word that comes to mind. From the moment we wake up until the moment we go to sleep, our smartphones have given us access to the infinite depths of the internet, and everything that it brings with it. Whether we like it or not, most of us are spending anywhere between 4 to 18 hours online and the majority of that time is spent scrolling mindlessly through content, be it on social media, email or any other platform that suits our fancy.
When navigating the inter web, Google is our best friend and we rely on search engines to provide us with the answers we need for pretty much every aspect of our lives. According to SEOTribunal.com,
Google handles 3.8 million searches per minute. If you do the math, that comes out to 5.6 billion searches every single day or 2 trillion searches per year!
Of course this is across all industries, but just think of all the opportunities that creates for brands to amplify their presence. The internet has made it possible for even the smallest brands to go global and search engines are quite literally one of the best ways to make sure your brand gets seen. Of course there is also social media, but the incredible thing about search engines is that you literally have the opportunity to answer a clients query which is a phenomenal thing to be able to do. They are looking for something, and if you have the answer, why would you not want to cash in on this incredibly lucrative conversion opportunity?
It’s a total no-brainer right? And yet I come across so many brands and clients who “just want copy” for their website without the integration of keyword and query research to ensure that their on-page SEO is on point and serves as an organic traffic driver for clients looking for exactly what they have on offer.
Creating digital content for the sake of populating your website is not helpful to anyone. It doesn’t matter how good the content is if it doesn’t get read or seen by the right people. The digital arena is chockfull of opportunities if you play your cards right, and I have personally seen a client’s organic web traffic grow by 800% simply by using search engine trends to their advantage.
Search engines are simple, you don’t need to master the algorithm game to win – and that is not their intention either. I will refer to Google in this post simply because it is the market leader with over 86% of the search engine industry market share. Google’s top priority is its user and the algorithm (which is updated almost 500 times a year) is constantly evolving to make sure that it can deliver the best user experience time and again. It’s focus? To make sure that it is able to answer every single user query effectively and efficiently. It ranks every single result based on the qualitative standards which include keyword use, keyword frequency, length, external links, site authority and more. That is what on-page SEO should incorporate but without solely focusing on the nitty gritty of ranking criteria. The copy needs to be clear, crisp, engaging and professional because in the end, it will determine how the reader will position your brand. Keyword stuffing is a short-term approach and is absolutely not something I ever condone.
On-page SEO effectively pushes the potential customer into your brand’s digital marketing funnel and the quality content can either drive or hinder the conversion process.
Imagine if J.K. Rowling wrote the Harry Potter series but never published it?
Would the quality of the books and story be any less? No.
Would it have become the best-selling book series in history? No.
Would she be worth $1 billion today? No.
I rest my case.
Until next time.