Tag: Copywriting

list-image

The secrets of SEO success – to conclude

By Peter Morrow   March 14, 2019  

In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.

Most recently we talked about punctuation, here we conclude…

We know you’re busy and we all love to remember a few golden rules. These are the golden rules to writing good SEO safe copy, as we at Reverse Delta see them.

Content is king
Content is not for you – it’s for the end user – give them what they want!
Around 300 words for blogs and news, while for job descriptions between 500 and 2000 words
Keywords for page titles, keywords in headings, keywords in links.
Use pages for discreet content items
Remind yourself about plain English rules from time to time – it’s easy to forget sometimes.

If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.

Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com

list-image

The secrets of SEO success – technical and syntax considerations

By Peter Morrow   March 13, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about layout, here we explain why you need to get punctuation right…The search engines read and store website content in particular ways and there are some basic rules to adhere to.PluralsDon’t worry too much about how the search engines read plurals. They don’t. They see “Job” to be pretty much the same as “Jobs”.Offline updatesIt’s often good to write the bulk of your text in a simple text editor (like Windows ‘notepad’) to concentrate firmly on the message, rather than presentation. Draft content should just be text anyway. Finessing and formatting should be done within your site’s content management system itself (if you have one) – this includes building links and using header tags.You should avoid using ‘intelligent’ word processors to prepare your text off-line. Microsoft Word, for example, can auto correct some things that shouldn’t be auto corrected for the web! For example, “The Designer’s Manual” is not the same as “The Designer‘s Manual”. Look carefully at the quotation marks and the apostrophe. Search engines understand the apostrophe symbol ’ but don’t read the similar symbol ‘. It sounds picky, but there might be an important keyword to you with an apostrophe in it.Hyphens and underscoresSearch engines understand hyphens and usually view them as spaces-between-words. There is evidence that using/not-using them will generate high relevant match, but not exact.  Search engines find underscores harder_to_understand and try to read them as one word – avoid using underscores.Next article we’ll remind you of the key things things to consider for SEO success…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com 
list-image

The secrets of SEO success – the right size, layout & place

By Peter Morrow   March 12, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about the importance of keeping it plain, here we explain layout…On the web, we’ve all got an incredibly short attention span.On your site’s front page it is essential to have good body content of at least 200 words. Search engines use hierarchy on your site so if you put all the best bits further ‘down’ your pages, you’re missing a trick.Split long paragraphs up into simple two or three sentence paragraphs. Make use of sub headers above each paragraph (using h2, h3 tags, etc). Header tags are seen to define a page’s content to a search engine, so they’re of much more value than the body of your text.Different browsers interpret the Header tags in different ways. The format for them is always the same though:This is the HeaderThere are several different preset sizes for header text using tags. They range from H1, to H6. You should use them to highlight your chosen keywords, and try to avoid fluff words – remember, you are writing for people.Read on: Header tags are there to help you – w3schools are a great resource with simple guide to how these work http://www.w3schools.com/tags/tag_hn.aspUse of bold to emphasize words – makes it both easier to read and there is evidence that emboldened words are given a higher relevance weighting by search engines.Next article we’ll talk more about punctuation…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com
list-image

The secrets of SEO success – keeping it plain

By Peter Morrow   March 11, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about page titles, here we discuss the importance of keeping it plain...No-one likes drivel. We won’t name or shame anyone here, but there is a great deal of it about. If your content’s not relevant to your readers, they won’t entertain reading it, but even if it is relevant, they can still be put off reading it if it’s not easy to read. Some simple rules:Use short sentences – it’s obvious. People get tangled up in long ones! Use active verbs – not terms like “two designers were recruited” – just things like “we recruited two designers” Careful with jargon – okay, some terms are appropriate for the reader, but always think carefully who that reader is. Be direct – don’t mess about with “If you’re interested, why not telephone us for further information on how to obtain a quote”, when “Phone for a quote” will do. Try not to use nominalisations – nominalisations are abstract nouns made from verbs. (Okay, so that doesn’t sound like plain English). I used one in this rule. I should have said ‘Try not to nominalise”. Use things like “The project is complete” rather than, “The project has reached completion” Use lists – on a web page, lists break up content with all-important white space. They also help make tricky, long sentences easier to read. Research has shown people do not read vast amounts of text on websites – bite size chunks will do. Structure your website so that you introduce larger pieces of text with a short paragraph and a “more >” link so that only those who wish to read it (or print it) will see all of it. Use ‘we’ and ‘you’ – not ‘our customers’ or ‘the company’, etc. Don’t be afraid to repeat yourself – if it helps you get your point across, and it’s not too annoying to the reader, then you can use repetition. Keyword repetition is not optional, but essential! (see relevant keywords).Read on: The Plain English campaign has an excellent series of guides on writing Plain English. http://www.plainenglish.co.uk/free-guides.html  Next article we’ll talk more about page layout…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector. Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com 
list-image

The secrets of SEO success – using page titles

By Peter Morrow   March 8, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about relevance, here we discuss the use of page titles...Keep your page title under 60 characters. Any characters over 60 will be missing on the search results and there is good evidence that page titles this threshold have significantly less clicks. For example, if you’re a recruitment agency with a job board, don’t use the title ‘Jobs’ for all of your jobs pages. Make all of your jobs in your database have their own page, and make those pages have their own (keyword rich) title. “Permanent Graphic Designer vacancy in Wandsworth, London” is full to bursting point with keywords, makes good sense and is only 56 characters or 50 not counting the spaces. Don’t necessarily waste this title space using non-keywords such as your company name (unless of course it is a brand name that people are searching for), or common web words like ‘About’. Use things like “About our Design Jobs”.Using headingsKeyword-rich, naturally. Make use of sub headers above each paragraph (using h1, h2, h3 tags, etc – see below). Header tags are seen to define a page’s content to a search engine, so they’re of much more search engine value than the body of your text.Using linksLike headings, links have more ‘value’ to search engine results, so use keywords in your link to link to pages rich in those keywords. “Click here” is next to useless to take you to your shop page on an e-commerce site. “Shop” is better, “Buy toy Batman cars in the UK’s only specialist Batman memorabilia shop” is even better as anchor text, if that’s what you think people might be searching on. It also helps the search engines understand what the page on the end of that link is about.Keyword innovationOnce you start thinking in a SEO way, you’ll soon become savvy about how to get results in. Some people even use deliberate misspelling, which sounds like a sin in a writing guide, but could help double up keywords – but be careful where you use them. An example might be in a commonly misspelt word – like occasionally using “Chauffer” on your site as well as “Chauffeur”. Be careful with this technique… you don’t want to sound daft!Spelling differencesBritish and American English have many examples of words spelt slightly differently. Ie the word ‘colour’ in British English is spelt ‘color’ in American English. This is a complex area to get right, but use this simple rule to help you - decide who and where your target market is located and use the appropriate spelling. Next article we’ll talk more about page keeping it plain…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com 
list-image

The secrets of SEO success – relevant keywords

By Peter Morrow   March 7, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about Keywords, here we explain why being relevant is important...Sorry if I’m repeating myself but content is so important. They won’t come to you if you use bland, general keywords. For example, Google currently [February 2019] returns the following search engine results for these searches:These are all massive numbers (thanks Google for Jobs!) but you can see the point we’re making - more specific search queries give fewer results.Not many people might search on “SW17 South London Graphic Design Jobs”, but if you’re in the SW17 postcode area, it’s worth putting that into your keywords and your body text as well as “Wandsworth”.Longer keyword phrases often mean higher intent. For example, “design jobs” is window shopping or browsing type search – it may be considering a career change – but someone searching for “SW17 South London Graphic Design Jobs” most likely has a high intent to “buy” (or in this case find a new job). With this longer keyword phrase, you’d get less visits from the search engines, but more chance of conversion into business.Break into bite size chunksWhen the phrases get too long, it is often best to break them up. Search engines don’t pay attention to standard punctuation marks or line breaks. They read right through full stops, semi-colons, hyphens, commas without hesitation. That means you have a lot more flexibility than you might think.For example, if the key phrase you wanted to use was “design and architecture recruitment London”, it might be cumbersome or even impossible to make this readable in a normal body of text. By breaking it up with some punctuation, it can sound perfectly natural.“…our website hosts the very latest design and architecture jobs. London’s got so much to offer talented designers…”How special are you?As well as geographical constraints where they affect your work, you should pick keywords that people will search that enable your business to stand out. If there are any niches you occupy, make sure you write it down and keep writing it down! Don’t try to compete with basic keywords on their own – you won’t get on top of Google’s search results for a search like “Jobs”, but you might get nearer for niche searches like “Architecture Jobs in Wandsworth”.Next article we’ll talk more about page titles…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com
list-image

The secrets of SEO success – Content is King

By Peter Morrow   March 5, 2019  

In this article I aim to explain the importance of content for SEO so you can get it working for you and your business.
Most recently we introduced you to the importance of Content, here we go further...

People look for their content – not your content.
If you grasp this, then you grasp how important SEO is. SEO is about ensuring that your content finds the right people looking for that content. It’s not about attracting the most amount of visits per se. Ten million visits is impressive, but if only 1 job seeker applies for a job, then the excess was a wasted effort. It’s about connecting the right audience to your content through what they search. Success is 10 job seekers visiting your site today and all 10 apply as they have the relevant skills and experience for the jobs they found.
Talk to any SEO consultant and they will tell you that the mantra is “content is king”. There is a good, logical explanation for this; the search engines are there to help their users find what they’re looking for, and so they ‘crawl’ the web, indexing what they see to be the content of your site. If you have content rife with the words that people are searching for, then the search engines think your page is important to their search, so it ‘ranks’ higher.
At this point we need to raise the issue of conflict of similar pages. If you create many similar pages (identical or practically identical with one word different) each with a separate URL, then the search engines will have a conflict of which page is more important and will rank those pages lower, potentially pulling your website ranking down too. Example below
A retailer creates 4 pages called:

Shoes
Men’s Shoes
Women’s Shoes
Kid’s Shoes

Unless connected properly, each page could cannibalise each others search engine’s ranking.
Using keywords and key phrases in strategic ways helps you to gain and to retain these rankings. They’re not an issue that you can tag onto your website – those keywords and key phrases must under-pin your content and site structure. We’ll come on to that a bit later, but first, let’s remember some of those all-important rules about writing good, sensible English!
Next article we’ll talk more about keywords…
If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.

Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com

list-image

The secrets of SEO success – it’s content that brings people to you

By Peter Morrow   March 4, 2019  
Every conversation I have with a client, usually involves a discussion about SEO at some stage. It’s high up on the list of priorities for those buying a new website and for those who will be using it on a daily basis. In this article I aim to explain the importance of content for SEO so you can get it working for you and your business.It’s content that brings people to youThe web is a law unto itself when it comes to writing. Simple language rules that have applied for a long time have needed to be refined as we have learned how people read the content of web pages.Seeing something on a rectangular screen is different to seeing it in a newspaper, book, magazine, or on a poster. Whilst there are some basic rules about communicating we always need to follow (such as using simple, clear English appropriate to the intended reader), writing copy for websites has its own rules. These rules are made more complex now that we’re all still somehow getting used to optimising the content of our pages to enable people to find us through search engines.Using key phrases in documents imposes restraints that can take a while to get used to – but learning the right approach is worth putting your time into – remember that optimised content is content that brings people to you.Next article we’ll talk more about content…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com
list-image

Plain English Patrol

By Steve Riley   September 23, 2015  
How do you choose the right words for your website? A copywriting blogger I follow has an irregular series of posts on English that offends him. Easy pickings.We often see corporate websites fall into the same traps of trying too hard, being too stuffy, being long-winded. When it comes to choosing your words, simpler is usually better.Well-crafted words establish your credibility. We all make snap judgments on whether we 'like' a website, whether it comes from people we'd like to do business with.We offer copywriting services to our clients but clients often prefer to supply their own content. That's fine, that's good – they are the experts on their own business, after all. But that closeness to the business means they can lose perspective.What are people looking for? Note that this is not always the same as what you'd like them to be looking for! Try a little thought experiment:How would you describe your business? And how would your best friend describe what you do?Is the first version a bit pompous? Which gets the message across more clearly? Which is more believable? This last is key – you have the first few seconds (or maybe even less!) to engage your readers, to sound like a human, to keep hold of people for a little bit longer.Avoid 'marketing-speak' (no offence to marketers – we're all marketers here). Avoid corporate fluff telling people how great you are. Let them make their own mind up about that. What they want to know is quite simple: "What's in it for me?" Can you make them look good? Our own website majors on our portfolio - the sites we've built for other people.  If we can't convince you we've built some nice sites for other people, we might as well go home. Clients have been kind enough to say some nice things about us in the past, so testimonials are important too. Picking your words You could do worse than follow this advice:Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. Never use a long word where a short one will do. If it is possible to cut a word out, always cut it out. Never use the passive where you can use the active. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent. Break any of these rules sooner than say anything outright barbarous.These rules date back to 1946 from an essay by George Orwell. Some of the phrasing looks a touch dated now but the sentiment is rock-solid (Rule 1 violation?). And when you've done all that, get someone else to read things through. We all miss things.But if we could leave you with a one piece of advice it would be this: "Don't be dull!"   Find out more: Can I Change Your Mind?  Lindsay Camp 5 Rules of Effective Writing George Orwell

‘That’ product, email spam and a tale of ingenuity

By Dave Haygarth   April 29, 2009  
We all get the emails. The spam filters luckily pick up 99% of the emails that could hit our in boxes advertising 'that' product... beginning with V... that spam filters are taught to bear down upon at even the hint of a "Viag..."For a number of years, the more innovative spammers have played a game of euphemism ... carefully worded double entendres that imply a product to eradicate erectile dysfunction, but never mention any of those rude words that spam filters so easily spot.Like most of us, however, my colleague Dave has to trawl through the spam box from time to time and we occasionally encounter a spam workaround so much that it makes us giggle. One of note was "Make your snake so iron in could pierce a hole in ceiling..." (so hard to picture!)However, our favourite was one that landed in the spam box last weekend... instead of the usual “grow your big sword” type subject line,  we got one that just said:  “we’ve run out of euphemisms today”Simply superb.  It makes you want to open the email it's so good.  Someone clearly fed up with their innovative spamming job, and has a sense of humour!BUT there is a lesson here too - for all you email marketing people - MAKE YOUR HEADLINES SNAPPY so that people WANT TO OPEN THAT EMAIL!!!