SEO copywriting: how to use keywords effectively

It’s well established that SEO copywriting is about creating useful content for humans with the right keywords for search engines. But with around 200 factors determining how high a website is ranked in a Search Engine Results Page (SERP), you also need to know where and how to use those keywords.   BY LORRAINE FORREST-TURNER   The perfect SEO cycle Let’s deal with the obvious first. The best way for a website to get onto the first page in a search engine result (other than

Top 10 Web Writing Tips

By Lorraine Forrest-Turner   Much that’s written about writing for the web could equally be said of other mediums. I repeatedly see the following tips on writing for the web. Be concise Use simple language Know your audience Adopt the right tone of voice Engage your reader Proofread carefully But if you really want to influence your search rankings, you have to write content that humans like. Write content that they find interesting and want to share. For those of you looking for 

Writing Effective SEO Copy for Websites

  What makes writing for the web so different to writing for other mediums? Type the words ‘writing for the web’ into Google and up will pop 447,000,000 results in 0.45 seconds. But is all this special attention necessary? Surely good writing is good writing? Yes, there are many similarities between writing for the web and writing for other mediums. In all business writing – regardless of the medium – you should know your audience, get to the point, and not pad your

How to Write Great Website Home Page Copy

  The home page is the most important page of any website. So why do so many get it horribly wrong? Here are vital ways to write effective, SEO-rich copy. BY LORRAINE FORREST-TURNER   For most people, the home page is the first thing they see on a website and first impressions do indeed count. Think of the home page as the shop window, the office reception, the front door. If it looks tired, outdated, cramped and confused, people aren’t going to hang around for

How to Blog like a BOSS

  These 10 tips will have you writing like a pro in no time while also drawing traffic to your site. You want unique and interesting content that grips the reader and keeps them coming back for more.    A blog is a regularly updated website, written in conversational style, covering different topics. You can share tips and tricks, write reviews or simply communicate your thoughts with the world. Think of it almost as a modern-day diary. Here are my top tips for writing

How to Write Web Fiction that Works

Fiction and the Internet are strange bed-fellows. So how exactly do you construct a story that will get noticed amid the vast sea of information? It’s not easy, but it can be done.   BY JACK SUTHERLAND     Web Readers Skim, they do not Read Web readers are very different from consumers of traditional prose. Web readers skim, and are always ready to leap to something else the moment a piece isn’t meeting their demands. Basically, they have a kind of ADHD. To counter this, web

How changing technology is changing advertising: Six copywriting trends for the new year – by Mandy Speechly

In Part One Mandy explained how technology has changed the way advertisers work; in this article she looks at six trends that have had a direct impact on the copywriting industry.   BY MANDY SPEECHLY One of the most important rules is that great advertising is produced by showing a real and insightful understanding of the consumer. However, there is no single formula to reach and engage with this consumer, and the parameters are constantly changing. Here’s how…            Buying behaviour is changing

How changing technology is changing advertising: Copywriting trends for the new year

For most of the twentieth century, television was the preferred channel for advertisers to promote their goods to the masses. A formula was created – the 30 second television commercial, backed by press, poster and radio adverts. But the advertising landscape has changed. There are now many more brands to choose from, a whole range of different broadcast channels and publications and, of course, technology that has completely shifted the way in which we communicate.   BY MANDY SPEECHLY     Consumers are now in control

Q & A with Lotta Dann – Writer, Blogger and Recovery Advocate!

  When Lotta received her ‘Local Hero’ award in 2014, she celebrated it with lime and soda rather than bubbly. Lotta wrote her way sober with a blog called 'Mrs. D Is Going Without', attracting such a huge following that she wrote her memoir of the same name three years later. JEANNA THOMSON chats to Lotta Dann about writing and the role it has played in her recovery from alcohol addiction. Q: How did you become a writer?  Tell us a bit about your

How you can become an online travel writer – by Angela Pearse

Travel writing for the web is very different from print media and it can take some getting used to, but it also has many benefits. You have more control with travel writing on the web One of the advantages of travel writing for your own blog or website is that you have more editorial control.  You are the editor of your own online publication; you decide what to write, when to write it and what photos to use. Also any editing of text

Blogging for Beginners – Top Four Best Practices

  Blogging can be daunting, especially for beginners, but by following these top four blogging best practices, each and every one of your articles can be a success. BY LAUREN ESPACH Why blog? Blogs are not only a method to convey thoughts, ideas, opinions and news on certain topical spaces; they also serve a functional purpose, especially from an SEO and content marketing perspective. The statistics are overwhelming; for example, businesses that blog generally receive around 88% more B2C leads per month than those that

Blogging Tips: 5 Ways to Write a Successful Blog

What makes one blog stand out from another? I talked to parenting bloggers Emily (Mama said) and Rebecca (Rocky and Ruby) to get some tips on how to write a successful blog.   BY EMMA ROBERTSON   Blogging. I can see the eye-rolling now as I say the word. Everyone is writing a blog. You can’t scroll through Facebook without seeing a friend’s blog link pop up in your newsfeed. Blogging is the new black - the new slightly narcissistic way of getting your

Make your Website more Readable

BY LISE COGLAN     Take a look at these tips on how to make a website more readable.   Online users are ruthless and busy. They will scan the page in order to find the information they require, and if they can’t find that information quickly because your copy is not readable enough, they will immediately click elsewhere. So how then can you improve the readability of your web copy?   Write Less Web users are fickle. Unless you give them a reason to stay on your web

Writing for the Web: Things you don’t know you don’t know

Keywords, hyperlinks, SEO, search engine – that’s just the start of what you’ll need to know to write for the web. Hayley Leibowitz explains how to navigate the field of Web writing. It’s writing isn’t it? How difficult can it be? Well, as an experienced writer of everything ranging from medical studies to feature articles and scriptwriting, I soon discovered that writing for the web is an entirely different monster. Updating my writing skills I took the course titled Writing for the Web

How to write for the Web: 10 vital tips

      We know that 79% of Web users scan pages; they do not read word-by-word. So what can you do to make your web articles scanable?   Remember to write less. People have a really short attention span. Between 300 and 500 words is a really good length for an article and the maximum words you should put on a web page.   Many people recommend highlighting. They make words bold, but I find it distracting for the eye and prefer only to use it

Writing Business e-mails that Sell

Lynn Gaertner-Johnston is a business writing trainer. She comes up with these 12 essential rules for e-mails on her blog: Businesswritingblog.com.   Grab the client in the subject line and opening sentence. Create a reason to open the email and read it. Focus on just one purpose in each message. Don't make the client (or you as the writer) go in different directions. Focus on you--not on I, we, or your company. Clients focus on themselves--so should you. Describe benefits to your client--not features or

Four Tips for Starting a Great Blog

Starting a blog that is okay is very simple. The secrets for how to start a great blog are also simple, but it takes a little bit more work and planning. These four tips will help you hit the ground running.   Get set for social media When picking a blog name, many people only check whether there’s a matching domain name available. By the time you get to integrate your blog with social media, it’s possible that someone else may have

Grammar Don’t Matter (And Other Online Writing Myths) – by Greg Walker

  You’ve read it before, probably on multiple occasions: Perfect grammar is less important when writing online content than it is for other types of writing. Not so. Grammar does matter. It always has done, and it always will do. Wherever writing is used to communicate ideas and thoughts, grammar will be essential. Because in the end that is what grammar does: It clarifies exactly what you mean to your readers so that they can understand what you are communicating with as little

Think Proofreading Isn’t Important? Think Again… – by Greg Walker

  Proofreading. The word alone is enough to bore the socks off most writers. After going through the whole creative process and editing your work down to a work of art bordering on the sublime, you’re presented with the wearisome process of taking a magnifying glass to your sentences and going on a hunt for misplaced commas. And yet… misplaced commas can be very costly indeed. About as costly as futile full stops, pointless paragraph breaks, and using grandiose-sounding words in completely

Five ways to write scannable copy for the web

BY JAMEE TAYLOR We need to master the art of writing scannable copy if we want our posts to actually get read. Writing for the web compared with writing for traditional mediums like newspapers or magazines is almost like writing in another language. It requires the use of your whole brain in terms of the left analytical side as well as the right creative side working together. Or you could just follow these five tips and your readers will be happy, as

5 Key Ways to Generate Sustainable Traffic to your Website

Getting sustainable traffic to your website is hard work and it doesn’t happen overnight. So ignore all the pop-ups that promise you Number One Google results or gazillions of links to search engines because most of them are just hocus-pocus smoke and mirrors. The only real way to get sustainable traffic to your website is to abide by the basics.   1. Use good website/blog architecture. Don’t try and build anything from scratch yourself unless you know what you are doing. Use something solid

7 Steps to Writing Great Web Content

  1. Make a plan for the content of your website Writing great web content starts with planning. What are your messages? Who is your audience? How will your web content support your organisational or personal goals? Will you incorporate tools like Facebook, Twitter, newsletters and blogs? 2. Use keywords to improve search engine rankings Search engines work by matching the content of a website to a user's search text. The more times a web page uses the search text the higher it will

Writing Great Twitter Headlines

  There is an art to writing great Twitter headlines. I call them headlines, because that is really what they are. In twitterspeak they are tweets. Twitter - the microblogging platform - has become increasingly significant as a source of news and information. It is very different from other social media platforms like Facebook, which are, well … social. Twitter has become the premier platform for sharing content – in 140 characters, which means that you need to be really skilled to get

8 Overlooked but vital skills required for online journalism

  So you’ve decided that you want to embark on a career in the exciting world of online journalism. You’ve read 'Digital Journalism for Dummies’, started you own blog and even completed an online writing course or two. But now it’s time to get serious. Here’s a list of ‘less important’, yet crucial skills that might just make you a digital superstar... 1. Be an adrenaline junkie Learn to love the adrenaline that comes with super-tight deadlines. This is an arena where articles

Writing for the web: How writers must adapt to technology – by Jason Doughty

  Our days of linear reading (from front to back and line by line) are dwindling. With advancing e-reader technology and Web pages often winning the battle for our attention, our brains are evolving to read differently. As writers, we must adapt accordingly. Technology writer Nicholas Carr, in his insightful book The Shallows, explores how our neurological pathways are being rewritten as a result of Web based information. Not only is our brain changing as a result of non-linear reading, he explains,

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