Tag copywriter

How to Stay on Top of Your Business with Relevant Content

Every marketer tries to sell you on the value of evergreen content. They tell you it will make your website a destination for your industry and save you money. This is not true. I recently listened to the audiobook of Dan S. Kennedy’s The Ultimate Sales Letter. The legendary advertiser kept mentioning how his content was evergreen. All the talk of fax machines, postcards and landlines drowned out the relevant content. Had the editors trimmed those bits and added a few chapters about email or texting, the book would have been relevant. Kennedy’s marketing concepts will always be universal; however, the presentation needs to be changed to keep interest. Without refreshed or new content, Google will consider your website dead, effectively killing your ranking. 

Destination copy

Most business owners do not have the time to sit down and write content every week. They may have done so when launching their website, thinking their content was evergreen enough to garner continued interest. Another challenge is many are exceptional at their jobs but do not know how to communicate their expertise through their blogs or online presences. How can you make your website a destination? By generating content that is relevant. Google’s website crawlers are always looking for new content and rewarding those sites with higher rankings. 

SEO 

Search engine optimization is complicated. Search engines are primed to provide a list of solutions for users through web crawlers that scour the internet for keywords, keyword phrases and relevancy. You need to evaluate your website to determine your most popular posts/pages, products and services, yielding top keywords. This will allow you to generate topics for high-quality content that will spark engagement and address pain points/interests to align with your audience’s goals. Set yourself up as an expert with first-person details and plenty of fresh statistics, studies, information, and research, which will provide an opportunity for other websites to link to yours.

Relevancy 

Content communicates your expertise to the masses. Demonstrate your relevance through frequently updated content. What is the best way to get inspired/write besides knowing your keywords? Take a few moments to research your industry’s trending topics, especially now. Right before the new year, every industry does a recap of lessons learned and how to set the right goals for January’s fresh start. Keeping an eye out for what your peers and competitors are talking about will allow you to offer the same content but with a branded spin. 

Most business owners don’t have the time needed to stay relevant to Google’s web crawlers. Hire Siren Publications to generate all your content to reach the top of search engine results pages organically. 

A Miami Copywriter Explains Anchor Text

Highlighting a page with anchor text is one way to attract attention with quality in-bound or outbound links. You can write an article that references another article on your website, or an outside source can highlight a link to your website from theirs. Start by figuring out the best SEO keywords and group them. For example, go big with ‘real estate agent’/’Realtor’ and break it down using a modifier, such as ‘Miami real estate agent’ or ‘Miami Realtor’. Go further with ‘Miami real estate agent Victorian houses’ or ‘Miami Realtor single-family home’. The key is to understand what your target audience would type into the Google search bar and use that as a foundation for your keywords.  Understanding anchor text is easier than you think.

Understanding link building strategies 

Links between different pages on your site matter. Anchor text is the clickable, usually blue text of a link inserted into an article. It is easy to find and is used to attract users and web crawlers. The actual text matters as a ranking element. The href attribute contains two components: the URL, which is the actual link, and the clickable text that appears on the page.  

Types of anchor text

Exact match – uses exact keywords such as ‘luxury homes’ or ‘affordable homes’

Partial match – uses a variation of the keywords, like ‘designer luxury homes’ or ‘affordable homes for sale’

Branded – only the brand acts as an anchor, for example ‘Siren Publications’ 

Image – linking an image, where the clickable hyperlink is the image itself

Naked URL – uses a straight URL, such as ‘sirenpublications.com’

Generic – uses a basic, unrelated phrase as the anchor, including ‘click here’ or ‘learn more’ 

Strategy

 Back in the old days, a link that was supposed to be about luxury homes would take the user to a site about cheap shoes. When Google realized keywords were being used in an abusive way, the Penguin update was formulated, using anchor text to create additional context. The best way to go about anchor text is to use partial matches. Maximize anchor text opportunities by using concise and descriptive text. Format links so they are easy to spot and consider the best context for internal and external links. As of now, guest blogging is the best way to secure authenticity for your links without stuffing the hyperlink with keywords.

By understanding anchor text, Siren can ghostwrite your articles to build your credibility. 

A Miami Copywriter Explains the Value of Knowing Where You Are with SEO

It is estimated that 75 percent of web experiences start with a question. Those answers that are presented in a list after we type a few keywords into a search engine allow us to choose which ones we like best. If a potential lead types in keywords that are directly related to your business, where will you rank in the Google search results? You want to be at the top of the page because the first five listings receive 67 percent of all clicks. This is where search engine optimization comes in with valuable exposure. 

The SEO process

Realize the promise and opportunity of SEO by understanding it is a process that goes beyond a few shortcuts and tweaks. It includes linking, coding and knowing the right keywords. SEO solutions can be divided into on-page and off-page elements. On-page aspects include code design, internal links, platform, page titles and header tags. Off-page elements include development, targeting, keyword authority and identifying related link networks. 

SEO is a must for these top five reasons: 

  1. Your reach must increase

With the right optimization, a small business in Hawkins, Indiana, can take advantage of SEO and go international.  

  1. Credibility equals money

Get into the black with a higher ranking that clients will trust. 

  1. Branding and visibility matter 

Sophisticated buyers don’t just click and buy. 

  1. Harness your ROI 

Using SEO as an in-bound strategy is dynamic and by staying updated, the rewards will exceed traditional marketing methods/tactics. 

  1. Understand customer behavior

Online behavior analytics can provide feedback to help you make business decisions. 


Siren creates website copy that will put you at the top of any page! Email or text to get started today.