It doesn’t happen often, but over the past couple of days, I have ventured out of my home-office cave and headed into the Big Smoke for the inaugural Big Digital Adelaide Conference, held right here at the Science Exchange (pictured) in the city of churches.Read More
So, my pretty new website is a week old today, and apart from a little blip when I killed it trying to update to the newer version of WordPress, I am thrilled with how it looks.
But soon after going live, I came across a rather big problem – while my site looked fantastic, no-one would ever know. You see, after constantly ranking first or second on Google for the term “Adelaide Copywriter”, all of a sudden, I had disappeared. Now this wasn’t just a blow to my ego, but a big problem for a sole business that relies on a site to generate leads. After all, in small business SEO is everything!Read More
Search Engine Optimisation.
Are your palms sweating? Did you heart start racing? Has panic set in?
No other acronym has the power to strike such dread into every small business person who relies on the whims of Google to get customers or clients. Well, except maybe ATO.Read More
For the first couple of years of Black Coffee Communication, this site floundered in the back blocks of Google, unseen and unloved. I didn’t mind that much. After all, I was getting work through referrals, word of mouth and a hella lot of networking, both online and in person. But around the start of this financial year, I realised life would be a lot easier if my phone started ringing thanks to people finding me on Google. So I made a conscious decision to work on some very basic SEO. About a month ago, Black Coffee Communication ranked on Page 4 of Google for the term “Adelaide copywriter” and “Adelaide communications consultant”. This week, I am at the number 1 spot. I also rank on the first page for “annual report writer” and “annual report writing“. (And number 1 for “Adelaide annual report writer”) There was no magic formula, no money spent with an SEO consultant, just some simple adjustments to the way I was already working. I don’t know which of the following SEO tips worked better than the others, and I don’t even really know if all of them played a part. It’s just what I did. But before I share my SEO tips, I just have one caveat. None of these terms are particularly competitive and if you are trying to rank for a competitive keyword, this probably won’t be enough. I don’t rank anywhere for “copywriter”, which is FAR more competitive, and I am at Page 5 for “Australian Copywriter“. I am not even aiming at the first keyword and am still working on the latter (a month ago I did not rank at all for “Australian copywriter”). The way I see it, though, the less competitive the keywords, the more likely that the phone calls I am getting will be pre-qualified. They are looking specifically for an Adelaide copywriter and once I get them on the phone, I can (usually) close the deal. So, with all that said, here are my “secrets”. Changed some text on my home page and added a couple of new pages While the previous text was fine, it wasn’t written with keywords in mind. So I added a few and hyperlinked them to relevant services pages. I also made sure it was still informative and interesting for the human reader, not just the Google bots. I also added a page specifically for annual report writing, and an FAQ. Internal links One of the reason I added the annual report writing pages and the FAQs was so I could set up some internal links to them. Not necessarily for readers to follow (although that is nice) but for Google to see the pages I wanted it to see. Blogged with purpose I have been blogging weekly for a while now, but it never had a purpose other than setting me up as a subject matter expert. When I decided I wanted to rank for annual report writing, I wrote a...Read More
Due to the magic of the internet, I managed to present a webinar to photographers in the United States this week. While I slept. The webinar was all about content and the various platforms it can be used for, and then I had some fun critiquing five websites that had been provided earlier. Putting aside the awesomeness of technology these days, I really enjoyed having a look over these websites I would normally never have seen and I hope the photographers I was with in spirit enjoyed it as much as me. But the exercise – along with a major website rewrite I am in the middle of – did raise some issues I see time and again with website content so I thought it was time to talk about six of the most common mistakes that people make with the content on their website. 1. No prominent contact details: You have about 8-10 seconds to get someone’s attention when they come to your website. Make sure that in that time, they can see at least a phone number, if not also an email. It should be on every page – and not just in the footer. 2. No call to action: What do you want people to do once they arrive at your landing page? Buy a product? “Add to cart”? Make a phone call? Send an email? Read blog posts? Check out your portfolio? Whatever the goal of your website is, you need to make it clear to visitors. This is one case where not only can you lead a horse to water, you can totally make it drink. 3. It’s not about you: So many websites are written in a way that appeals to the business owner. But you already know how great your stuff is, so it’s your ideal client you need to appeal to. The content has to speak to his or her emotions, desires, wants and needs. And make sure you address any objections, and solve your target audience’s problems – even those they didn’t even know they have. Check out my FAQ’s to see how I have answered potential concerns. 4. Burying the USP: Buried deep in one of the photography sites I visited was this sentence “XXX and XXX have been in photography since 1975”. Holy longevity batman! In an era where every stay-at-home mum with a camera fancies themselves a photographer, this experience is a huge selling point. Many of us operate in very cluttered marketplaces, so it’s vital to give people a reason to buy from you rather than a competitor. You need to make sure that your unique selling point is clear to your audience. 5. No on-page SEO: There’s nothing I hate more than keyword-stuffed rubbish, but that’s not to say that on-page SEO is a no-no. You should at the very least have one keyword identified, and used in content, headings, meta tags and more. And you should also be doing some internal linking into pages that...Read More
I am as giddy as a 11-year old girl at a One Direction concert this week as I welcome my very first guest blog post here at the Black Coffee Blog. Even before I launched my biz, I was stalking following Kate Toon on various social media platforms. And now she has offered this juicy guest post for all you lucky readers. I confess, while I understand the basics of SEO copywriting, I am by no means an expert – so I’ll hand it over to Kate. The question I get asked the most, both by clients and budding copywriters, is “What is SEO copywriting, and how different is it from traditional copywriting?” Many traditional writers are too scared to write Search Engine Optimised copy, imagining all sorts of technical complexities and getting completely bamboozled. But with hard work and practice you can learn SEO copywriting, and you’ll soon be creating SEO-friendly copy without even thinking about it. Here’s some advice and pointers to get you started. 1. What’s the difference? Simply put: Copywriting is the process of writing engaging words to sell a product or service to a particular group of customers. SEO copywriting is the process of writing engaging words to sell a product or service to a particular group of customers and rank highly in Google. You could say that with traditional copywriting you have one audience and with SEO copywriting you have two audiences. 2. Do I need to be a technical geek type to write good SEO copy? No, not at all. Unless you think a title tag is technical. 3. What’s the point of learning SEO copywriting? Those rumours you’ve heard about SEO being ‘dead’? Rubbish. Google may change its algorithm frequently, but SEO copywriting is just as important today as it was five years ago. 4. How do I make Google like my copy? You need to follow two simple steps: Choose a keyword phrase you want your page to rank for (say, ‘Alpaca wool knitted mittens’). Use this keyword phrases in the copy. Pretty simple huh? 5. Where should I use my keyword phrase and how often? There’s no easy or exact answer here. Lots of SEO types talk about keyword density and frequency, but there’s no magic number. You need to use your phrase often enough that Google ‘gets’ what your page is about, but not so much that it becomes clunky and obvious to your readers. My best advice is to write your keyword phrase on a Post-It note and stick it above your monitor. Then get on with writing your copy and don’t worry about SEO too much. If you’re writing about alpaca wool knitted mittens then you’ll obviously use the phrase on the page. 6. No fair, I want to some rules to write by. Okay, if you insist. Here are some very simply guidelines on how and where to use your keyword phrase: Once in the URL (e.g. www.nameofwebsite.com.au/alpaca-wool-knitted-mittens). Once in the page title and description....Read More