5 Copywriting Ideas to Have Google Send You Customers
What Is Semantic Search?
Good Content Helps Google Bring Customers to Your Business
Optimizing for Customers Optimizes for Search
Writing For Customers Builds Strong Connections
Writing for customers is your first priority, but there are copywriting techniques you can use to help Google show your content to the right people—your potential customers.
You want your website to attract visitors interested in your business solution. And, more importantly, you want to convert those visitors into customers.
Writing for machines is over. Content writing for visibility, authority, and discoverability has two segments. Write for humans and edit for search engines. Search engines will understand what you have to say when you write for your customers.
The days of filling up your website with content just to have content or chasing keywords are gone. Now you write content to connect with your target audience. And when you do that, search engines like Google use artificial intelligence (AI) to understand what you say.
The facts are simple. Content ranking well leads to more organic traffic. SEO content writing can help focus on a specific topic and draw in more readers coming in with high intent for that content.
Since users are more likely to be influenced by your content, calls to action are also going to be much more effective. A quality piece of writing can boost brand awareness and establish trustworthiness.
Semantic search has turned the focus of search to understanding the meaning of what you write
What Is Semantic Search?
The word semantic basically means relating to meaning and logic.
So whenever you’re writing, you’re writing from meaning.
You write to be useful. And you want to have meaning in your writing. That meaning is what helps Google connect your content to your user searching on the web.
Semantic search is what the search algorithms do to provide answers to those queries. It’s an advanced data-searching technique.
The search engine uses increasingly sophisticated artificial intelligence (AI) to search the web for the best answers to a question (query). Google search is moving from an information engine to a knowledge engine.
That means the aim of what you do on your website is to connect data. When it comes to optimizing your web pages for search engines, you want to think of information, not keywords.
When someone asks a question, the search algorithm looks to determine the contextual meaning of the search words in the query and match your text as the answer.
So the words that you use are really important when you’re providing your answers. What search does is look at the intent of the searcher rather than focusing on just keywords.
When the search engine goes out to answer somebody’s question, it’s looking for the meaning in your text that most clearly answers that person’s question.
Content written for your customers helps search engines understand your business. The better you write content to engage customers; the better Google understands your business.
Your content’s job is to connect with customers and teach Google about your business.
You want to:
- Drive people to your website
- Answer a question
- Solve a problem
- Get people to take action
Once you understand how search engines examine your content, you’ll be on your way to writing for semantic search.
Semantic SEO specialist Koray Tugberk Gübür said in a recent interview about connecting content with search engines to drive traffic:
A semantic SEO Strategy represents the sentence structures, relevance points, order of the facts, and the order of the heading structures.
This article walks you through the basic principles of writing for the semantic web.
Good Content Helps Google Bring Customers to Your Business
The content on your site—what you write—is the beginning of a dialogue with customers.
Think of it as starting a conversation. The customer’s half of the conversation depends on how you present your material.
First, you have to get people to your website. Google scans the web looking for content that answers the questions people ask online (queries).
Your content makes a difference to your customers. And writing clear content directed at answering customer questions and solving their problem will help Google and other search engines.
Content written for customers is what Google needs to direct people to your website.
Optimizing for Customers Optimizes for Search
Search engine optimization (SEO) targets how to get your content discovered by search engines so it can deliver your message to the right people.
You don’t need to have your content reach everybody. You want to create content that reaches your ideal customers. These suggestions will help you optimize your written content so search engines like Google present it to people who need your service or product on the search engine results page (SERP).
Then once that customer arrives on your web page, it’s up to you to write content that convinces them your business is the answer.
1. Create Your Content for Customers
Write for people as if you are having a conversation. Your content is the beginning of a dialogue between you and your site visitor.
You don’t need to write for machines anymore using keywords. Now your content is a direct experience between you and your customer.
When you write in natural language as if you were speaking to someone face-to-face, artificial intelligence (AI) search engines like Google use can read and understand what you write.
As a result of increasing awareness, the customer will be able to gain value from your ads. When they become connected to your brand and what you’re saying, they are closer to taking action.
Write for One Person
Google calls site visitors your audience, but you need to write as if you are speaking to one person—the one person who is there on your page now reading what you have to say. Google refers to that one individual as a user. But you need to think of them as your customer.
By thinking of a single individual, you’ll create instant intimacy. The feeling they have—their sentiment—is that you care about their problem and concern and have the answer they need.
Focus On Your User’s Need, Not Your
While your product may be the better mouse trap and your team may be brilliant, write content designed to answer a question.
Google finds your content and sends organic traffic to your website in response to a search query. Someone wants to know something. Your business has the answer.
Your answer is the key. You convey how your business solves a problem, describe the benefits of doing business with you, and ask the site visitor to take action.
For instance, if you want to mention your brilliant IT team as part of your business, show how their brilliance helps your customer. Merely listing degrees, years of experience, or technical expertise is not enough. Show how these business features will impact your customer’s life.
Your focus on meeting your customer’s needs is the meaning the search engine finds in your writing.
2. Use Structure for Customers and Search
When you structure what you have to say, you provide the logic that goes with the meaning of your written content. The meaning and the logic go together to help semantic search understand what you have to say to your customers.
Structured writing helps customers skim your content to see if it is right for them. Structure functions to provide signposts for search engines to understand what is in the text.
Focus on One Topic
Each piece you write needs to focus on one idea—your topic.
You want your customer to know about your business. Help them understand by leading them one topic at a time into understanding how your business will help them fill a need or solve a problem.
Use Structure Sequencing to Walk Your Reader Through Your Text
You want to connect the dots for your reader on how everything fits together.
Use the inverted pyramid approach to present your information – first your main point, then back up your point with details, and finally add background information
Be sure to break up your written text into small paragraphs and group those small paragraphs under headings so your potential client can follow your ideas (topics) from start to finish.
The sequence makes a difference in how your site visitor discovers your material and differentiates your business from others in the same industry. And search engines understand your material to show it as a search result.
This basic sequence is a strong formula for customer understanding that leads to conversions. And it shows the search engine how you cover your topic.
• Topic/Overview – Clear and focused
• Romance but not bombast – the best attribute of your topic
• Pertinent details explained – focus on benefits
• Special features
• Additional features/you may want to know
• Summary with a little more romance
• Call to action
3. It Isn’t Just The Content Words
Search engines aggregate a number of factors as they look at your content as possible answers to online queries. It isn’t just the words.
Search algorithms weigh a number of factors when determining high-quality content experience. These include:
• Industry relevance
• Easy to read
• Text broken into sections with headlines
• Sentence length
• Paragraph length
• Relevant graphs and charts
• Relevant images or video
Search engines expect you to know what you are talking about. Content should reflect your business, its products and services, how you serve customers, and clearly communicate information related to online searches about your industry.
Make sure Google understands what topics you want a page to answer a query. You should include at least the main topic in these elements:
Post title – Place the topic close to the title beginning. Google values the first words in the headline more.
URL – Your page’s web address should also include the topic.
H1 Tag – The header 1 tag, or title tag. Make sure the main topic is in the title.
The first paragraph – Reassure the search engine by using the topic at the beginning of your written content. The search engine understands this is truly the page’s topic.
Meta-title and meta-description tags – These are code elements for the page. Search engines use these two code elements for displaying their listings. Meta-titles are displayed as the search listing’s title, while meta-descriptions describe the text on the page. The topic is further explained using both of them.
Image file names and ALT tags – Search engines see the file names of images. Use the topic in the file name. Alt tags are text browser displays for the image. It is part of the image code, which helps search engines understand images.
Semantic Topics – Because search engines understand the relationship between topics, synonyms help describe your topic. These semantic sub-topics (synonyms). Add them to ensure your page does not show up for irrelevant searches.
The sub-topics differentiate the topic in the context of your page. A search engine can learn the difference between the lion animal, the Detroit football team, or the local pub as the main subject of a page.
4. Know Your Intent Behind the Content
Once you have decided on your main topic—the point you want to address for your customers—decide on your intent for the article. You’ll help Google match your intent with the searcher’s intent.
Just as google artificial intelligence (AI) tries to understand the intent behind a searcher’s query, you need to understand your intent for your text.
• In Google Semantic Search, David Amerland suggests answering these questions before you publish your content.
• Does it answer a specific question the reader may have?
• Does it create a challenge for the reader?
• Will it leave them feeling enriched?
• Is this content that helps establish your company’s authority?
• Is it going to help generate greater equity for your brand?
These are the essential questions that have replaced questions like: how many keywords did we use? Or, What keyword density did we achieve?
You’re aligning your copy with key customer concerns and demonstrating your business as a solution.
5. Repurpose: Amplify Your Organic Search Online
Organic reach can be defined as the number of people who see your content through unpaid distribution without you spending money on reaching a specific audience.
Writing content for your webpage is the foundation step to have Google notice and show it in search results to answer questions.
But you can amplify your message to reach more people by using that content to share on online platforms.
Repurposing extends your organic reach.
Copying and pasting content from your blog to social media is not content repurposing. Depending on the social media channel, you will need to adjust the content to meet each channel’s needs.
Here are some ideas:
• Turn a blog post into a Twitter thread.
• Take the subheadings and create a tweet for each.
• Turn a blog post into a LinkedIn post.
• Design infographics from blog content. Make your blog post informative by showing steps or takeaways in an infographic
• Create video content from your written content. Share key findings from your research report or a video discussing the topic.
• Ask a question. Use LinkedIn Q&As or create polls on Facebook and Twitter.
• Create short video clips from presentations and webinars.
Use your copywriting skills to write content based on your website article to fit the format and audience of the platform.
As you expand your message and your reach, you build brand authority. People see your business as an authority. And you build trust in your expertise.
Writing for Customers Gives Google Answers
Strong copywriting encompasses concepts, language, and structure to lead customers to help customers understand why buying from your business will meet their need.
At the same time, your well-structured, clear explanation signals Google to deliver your content in search results. You can think of it as SEO copywriting, but at the core it’s copywriting for customers.
When a customer asks a specific question, if you’ve answered specifically, Google will find you and present your answer.
Copywriting is just one part of creating your online presence. Combined with your website design, search optimization, digital advertising, and other techniques, Google sends customers to your business. Every facet is designed to improve your online visibility in your market and get customers to click.
If your business needs help producing copy, hiring a full-service digital marketing service can help you produce high-quality, optimized content. You’ll save time and money while building your online presence to attract new customers.
My team and I are here to help. Which marketing problem would you like to solve today?