Copywriting for

Web, Blogging,

and SEODaniel Jauk

Web: danieljauk.com.au

Reading print versus web

Search engine optimisation (SEO)“SEO is the practice of improving and promoting a

website to increase the number of visitors the site

receives from search engines.” – Moz

SEARCH ENGINE OPTIMISATION

How to improve your website’s ranking

Update your website through regularly

publishing blog posts

Research popular keywords and repeat in

headings and body paragraphs without

sacrificing readability

Incorporate links – internal or external

Improve your on-page SEO through plugins

such as SEO WordPress by Yoast

Eliminate your high bounce rate.

More info: slideshare.net/LaurenBenedetti/intro-to-seo-for-wordpress

Examples of keyword research

But what about content?

Copywriting“Copywriting is writing copy for the purpose of

advertising or marketing. The copy is meant to

persuade someone to buy a product, or influence

their beliefs.” – Wikipedia

COPYWRITINGPlanning your webpage

What is the purpose of my webpage?

Who is my target audience?

What is my perspective on the subject I am

writing about?

What are the reasons the audience should

believe me?

What keywords will the audience enter into

a search engine to arrive on your page?

COPYWRITING

Planning your webpage: example

HOBART BOOTS

Purpose: To spread the word, make the website rank higher, and sell products

Audience: Employees in the engineering, construction, and mining industries

Perspective: Hobart Boots are relatable

Reasons: (Logical) The boots have unique, advanced

features. The quality ensures that the boots will last longer than others in the market, validating the cost

(Emotional) Hobart Boots is committed to producing only the best quality work safety boots because their employees actually wear work safety boots

Keywords: “work safety boots”, “work safety PPE”, “PPE toolbox”.

COPYWRITING

Writing your webpage

Research what your competitors are doing

Identify your features; highlight your benefits

Focus on your unique selling points

Provide a call to action

WIIFM: What’s in it for me? Use of second

person (“you”).

COPYWRITING

Writing your webpage: example

HOBART BOOTS

Features and benefits in the unique selling point: “They [the boots] are constructed with performance foremost in mind, using only the highest quality raw materials and components, such as genuine full grain leather and HOBART EVA cement sole technology. This ensures that our work safety boots last longer than most other work safety boots in the market. It also guarantees that they are comfortable from day one and stay that way”

Call to action: “Shop now”.

Blogging, or blog writing“A blog is a frequently updated online personal journal or diary. It is a place to express yourself to the world. A place to share your thoughts and your passions. Really, it’s anything you want it to be.” –BlogBasics

BLOGGINGPlanning your blog post

1. Decide whether your content is going to be new/timely/relevant or evergreen

2. Research what else is out there (subscribe to newsletters and blogs; explore Google News and Google Trends). Alternatively, make notes of anything interesting you’ve recently learnt or something you’ve recently done

3. Brainstorm ideas on how to make your blog post unique

4. What keywords will the audience enter into a search engine to arrive on your post?

BLOGGING

Planning your blog post: example

WORKING ON A CHROMEBOOK

1. Type of Content: Timely

2. Research: Make note of personal experience using Chromebook

3. Uniqueness: Personal experience of using Chromebook. First person perspective differentiates from Enigma Digital’s other blog posts

4. Keywords: “Working on a Chromebook”, “Can you use Chromebooks in a business”.

BLOGGING

Writing your blog post

Consider following a

structure, such as the

inverted pyramid

Have a strong (and, if

possible, attention

grabbing) title

Start with a lead

End with a broad statement.

If you want to read an alternative perspective on the inverted pyramid, go to: http://blog.hubspot.com/marketing/inverted-pyramid-business-blogs

BLOGGING

Writing your blog post: example

WORKING ON A CHROMEBOOK

1. Inverted pyramid: Chronological progression of time in describing working on a Chromebook

2. Lead: “Over the past few weeks, I’ve been working on a Chromebook to complete all of my copywriting and blogging tasks at Enigma Digital, and I want to share my experience”

3. Ending: “If you look at the figures, people across the globe are gravitating towards buying Chromebooks … with such competitive pricing and the rise of cloud computing as a concept, I think we can expect to see this upward trend to continue”.

Tips and tricks

Tips and tricks

Write, then rewrite

Accuracy, brevity, clarity

Don’t sacrifice readability

Use images and infographics

Sign up to Google analytics

It’s okay to break the rules!

Final Thoughts

“There is no such thing

as an attention span.

There is only the quality

of what you are

viewing … People have

an infinite attention

span if you are

entertaining them.” –

Jerry Seinfeld