Not a day goes by that I don’t have a discussion with someone who is murdering their chances for SEO success. They may have all the resources they need to launch a successful SEO marketing campaign. They may have the budget, the SEO copywriters, and the website to succeed.
But then they make stupid SEO marketing mistakes over and over, and they keep hoping their results will be different.
If this description has the dreadful ring of familiarity to you, then this is your wake up call. The first step is acknowledging that something isn’t working.
Here are then most common reasons your SEO copywriting isn’t delivering the results you were hoping for.
SEO is the sole purpose behind your articles.
Articles make for great “link bait” and are crucial to drive traffic. But badly written, key phrase-stuffed articles don’t do you any favors. Even if they do bring traffic (doubtful!), you won’t get any sales from that traffic-people will be too busy clamoring for the exits so they can find some site that’s useful.
You’re not measuring the results you’re getting from your content
Test and track. Test and track. That should be your mantra. I once spoke to someone who submitted hundreds of articles to free syndication sites, but he didn’t make any effort to track the results. He was spending $1000 a month on this strategy with no idea if it was working. If you’re spending money on a marketing strategy, you should always, always know if you’re seeing some ROI.
You’re keeping the writing in-house when a freelance expert would serve you better.
I don’t have a problem with keeping SEO copywriting in-house as long as your in-house team knows their stuff. If they don’t, either hire the work out to someone who does or spend a little money to get your in-house team properly trained.
You’re low-balling your SEO copywriting services.
Good SEO copywriting doesn’t have to break your budget, but if you think you can get good results spending $10 per page… well, good luck with that.
You aren’t tracking key phrase usage.
SEO is an ongoing effort. The trick is to research targeted key phrases, and then using them properly on your site. You need someone who knows how your key phrases should appear, how they should overlap, and how they all mesh together. You also need to track which key phrases are bringing in the most traffic and use that information to find even more targeted key phrases to use on your site and so on and so forth.
You’re don’t have a cohesive strategy.
Select someone with SEO experience to devise a comprehensive strategy and then have everyone on the SEO team work to that strategy. I’ve worked with clients who have multiple SEO copywriters all doing their own thing to make themselves look good, without looking out for the client’s best interests. Your SEO efforts are important. Without a cohesive strategy, they’ll cost you money without results.
You’re neglecting the direct response aspect of SEO copywriting.
Sticking key phrases into your copy is easy. Making the copy compelling enough to make a sale is tough. If you neglect this aspect you’ll have traffic, but no conversions. And no conversions spells no money.
Your pages don’t use benefit statements.
Every page should have a benefit-a good reason why people should want to become your customers. If you offer something cool, tell people about on your site.
All your content is at the bottom of the page, because “people don’t read.”
People do read. They just read differently online – and you have to account for that when you’re writing and structuring your content. Don’t waste an opportunity to show off your benefits and connect with your customer.
You ignore the low-hanging SEO fruit.
Take the time to do some key phrase research, edit your pages, and change some of your titles. This is basic SEO. If you can’t do it, hire someone who can. It’s worth the expense.