How to Write an Effective Opening
Having discussed the importance of a powerful headline/ visual combination in a previous article, let's focus…
I recently came across what I can only describe as a series of ‘overly-optimised’ webpages, where variations of a keyword featured very heavily across the pages. In other words, it appeared as if the articles had been written more for Google than for a human audience. Search optimisation at its worst!
So, I’d like to focus here on the prime importance of relevant content – and how you can effectively ‘kill two birds with one stone’ with this approach… As a general rule of thumb, you should keep your focus firmly fixed on writing engaging and benefit-led copy aimed at your specific target audience. Only once you have written compelling copy for your audience should you then revisit it to integrate ‘keywords’ (ie specific search terms used by your prospective customers) – whilst ensuring that the flow, tone and style are not compromised. As I mentioned above, ‘overly-optimised’ pages will instantly turn-off visitors due to the unnatural repetition of the search term they entered. However, if you take the time to clarify your keywords before starting to write the copy, you will find that you will usually naturally include them in your customer-focused copy anyway. This ‘customer first/ Google second’ approach usually provides the best of both worlds.
In order for the search engines to more easily recognise that you are providing relevant content, try the following six tips:
Hopefully this article has provided you with some tips on how to use relevant content to optimise your search results – rather than making the mistake of just writing for ‘Mr Google’… What about you – do you have any other tips on how to use relevant content to boost your search results?
If you’re interested in exploring this area in more detail (together with relevant examples), you might like my recent book ‘Successful Marketing Communications’. If you have any thoughts or comments, do drop me a line below.