Tag Archives: Content Writing


Susan Beckingham (for ’tis she) of Solid Web Strategies and Sussex Copywriting Services writes:

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Yes, we’re back with more useful, easy to understand tips on how to write content for your website. Following on from my previous blog post (and thanks to you all for reading – I had hundreds of page views), I was asked why, as an SEO copywriter who makes a living out of web content writing I’d published an article on  how to, er, write for your website.  Well, now.  Not all of you have the budget for a content writer and being useful is part and parcel of how I like to work.

Anyway, you may decide that I’m soooooo good that you’ve just got to employ me RIGHT NOW, having sold your precious collection of brass door knockers or whatever it is that sucks up your money.

Here’s the deal as a general rule: write for your target market first and for search engines second.  If your content is well written, relevant, useful and engaging, Google will sit up and take notice.   Yes indeedy.   Here’s three more top website tips, Solid Web Strategies stylee.  They’re a little more advanced than previously but trust me, they’re worth it:

1. Think About Your Titles

A slightly easier one to start with.  How do you (and your target market) search on Google?  I bet that you’re using some of the words in the list below. Here’s  what are called modified title tags.

Instead of “Five weight loss tips”, add just one powerful word and make it “Five easy weight loss tips”.  Let’s continue:

  • 2016
  • How to…
  • Review
  • Best
  • Fast
  • Checklist
  • Free
  • Guide
  • Tips
  • Simple

2. Check out www.udemy.com

What’s Udemy, I hear you cry?  Well, for those that don’t know, it provides a terrific online platform for subject matter experts to create training courses on practically any topic you can think of. It’s comprehensive, easy to use and your SEO content writing friend.

Go to the site and search for a keyword that describes your content’s topic.  Let’s say “photography”.

Find a course with lots of reviews.  These courses are popular and obviously good quality.  The one I’m looking at now has 34 5-star ratings and focuses on aerial photography.

Scroll down to the curriculum and you’ll see lots of good stuff to write about.  I’ve found a ton of useful stuff about how to plan for a trip, project design principals and how to edit your footage – and so much more.  Now obviously – don’t steal it BUT you can adapt some of it into your own blog posts or website pages.   Use it as a way to outline your page.  Cool, no?

3. Use the APP Formula. Agree, Promise, Preview.

Now what’s she blethering on about?  Well, it’s this:

Remember what I said in my previous post about making sure that people stay on your site, rather than disappearing back to the search engine results pages?  And how effective it is for Google to notice that people are doing this?  Here’s method number two:

Get people to Agree with what you’re saying; within your specialist sector and your business. Create a situation that, having done your research, you just know gets people’s goat (what is this goat of which you speak?).

“I think you’ll agree with me when I say that…”followed by

“…it’s really hard to get skilled, reliable staff for your business”

“…it’s almost impossible to stop smoking once you’re hooked”

“…getting value for money when you book a holiday can be a bit of a challenge”

Then, it’s time to Promise something: give them a view into a better world made so much better, easier (and with lots of velvety chocolatey goodness) by your services.

“Well, it turns out that it’s not as hard as you think.  9 out of 10 staff placed with 5 local companies via our agency are still in position two years later.  How good is that?!”  Or something similar.  OK, maybe not quite so enthusiastic.

OK, now Preview: tell them what’s in your post or on your page that backs this up: “in today’s post, I’m going to show you how my proven approach to stopping smoking will improve your health and increase your bank balance without the stress that normally accompanies going cold turkey”.

Easy and effective.

So, that’s all for now.  Let us know if you’ve got any questions via our contact us page.  There’s more coming soon.

Don’t forget that Solid Web Strategies is UNIQUE:  we are Susan Beckingham (copywriter supremo) and Richard Russell (website guru & SEO bloke who-knows-what-it’s-all-about) and we’re good at all of it.  

No outsourcing, no cheap and cheerful crappy stuff, just very good websites.  All we need is two hours of your time for a briefing.  Oh yes. 

Give us  a call on 07816 684 756






3 FREE Website SEO Content Writing Tips

The first in a series of easy to understand articles about website content writing and how to write for SEO.
Susan Beckingham Sussexx Copy Writer
Susan Beckingham from Solid Web Strategies writes: As a business owner, words may not necessarily be your thing. Writing content for your website has never been so important.  It needs to be good.  But what does “good” look like? What’s your definition? In my view, it’s:

  • Content that strongly interests your target market, creating a call to action,
  • Content that search engines notice and rank, leading to:
  • Your future customers  liking what they see and contacting you.

In other words, good = MORE SALES.

If you know SEO, that’s great, but if you know SEO AND content writing, you’re somewhat in demand (I don’t often have weekends off…).

So, fancy picking up a few free tips from me? OK, first things first:

1. How to Minimise Your Website’s Bounce Rate

Google likes websites that other people like.  And those that are engaging enough for people to stay on them.  I like to use the phrase “tonking about”, for some reason but I fear I’m developing my own weird language in my old age.bounce rate

Google will drop you like a stone if visitors land on your website and leave straightaway.  Sorry, but the king of search engines is, in many ways, a bit of a Blue Meanie.

We want more of the former and less of the latter.  You need to keep people on your site.  The trick is…adding a “Bucket Brigade”.  For example:

You may  have noticed that I tend to use reasonably short sentences that end with a question mark or a colon.  Bucket Brigades are a bit of an old copywriting trick originally designed to keep people reading marketing and sales letters but THEY DO WORK.  Phrases like:

And another thing:

But you’re probably thinking:

Here’s the main point:

The secret to success in marketing is this:

See what I mean?  You need to place these in your content where someone is likely to hit the “back” button to the results pages – the first paragraph is always good. Also the middle of the page (people have gnat-size attention spans, remember).
Engagement Metrics
The first engagement for measuring user engagement is 0-10 seconds.  Get past this bit and aim for 11-30 seconds, then upwards of this.  Harder than it seems. OK, now time for:

2. Latent Semantic Indexing

…at which point you too have disappeared off to the results pages (or to eBay, Amazon or you’re checking your emails) as it’s all got rather technical.  But, lo: (bucket brigade again), fear not.

LSI keywords are simply synonyms and closely related words.
Google does not care any more about how many times you cram your keywords into a page, so don’t do it, you’ll just look stupid.

It does however pay close attention to words that relate to your main key words and how you have structured content within the page.  Pray let me explain with this simple example, assuming that you design kitchens for a living:

Put “kitchen design” into Google. Then scan the page for words that aren’t your main keywords.  At the bottom you may see additional related words such as “kitchen design software” or “kitchen planner” and “kitchen design layout”.

In other words, Google has highlighted these phrases as it considers them relevant and similar to the original keywords.  The lesson here is:  subtly sprinkle related words and phrases into your content.

Search algorithms will notice that your content contains a deal of these relevant words and phrases and will give you a nice green tick, with a “VG” mark and let you go home early from school. Sort of thing.

3. How to Write Page Description Tags
description tag image
Still with me?

If you have a WordPress site (most of us, in other words), do this today, then I’ll explain why:

Get into the back end of your website.  If you don’t already have one, download an SEO plug-in, which is your “how to” tool.  Now, write a unique description on each page in no more than 155 characters.  You’ll see where you need to do this on your site, don’t worry.

Make it sharp, to the point and precise.  Make sure it emphasises the here and now; your potential customers want answers IMMEDIATELY.  Finally, make doubly sure that each page description is different; you should treat each page as if it were a mini website in its own right.

Google likes it when there’s a healthy click-through percentage to your website and that often depends on the quality of your page description.

So…ready to get started? Just three tips to fire your enthusiasm.  Watch this space for our next blog on Ninja content writing.  “Bows respectfully”.

You DON’T have to write your own content, however.  You could get me to do it.  I’m really rather good and it would be my pleasure and privilege to do so.  Contact me on 01273 721 306 or email me at susan@solidwebstrategies.info.