Your Content Write posts to help you write amazing content and rank high on Google.

yourcontent write, write like apple, content writing,

 

With the launch of the new Apple iPhone X, Your Content Write thought it might be fun to investigate exactly what makes Apple web content so irresistible.

So, if you want to be able to write content like Apple and make your products and services sound as enticing as the iPhone X, then read on.

Once you log onto https://www.apple.com/uk/iphone-x/ you are presented with a graphic (a huge ‘X’) which magically transforms itself into a phone as you scroll down.

One might say, you are greeted with a concept of the future, and since the user has to scroll down to complete the transformation into a phone, it is a vision of the future that the user can now hold.

This is very empowering and thrills the reader enough to want to read on.

For those familiar with marketing and sales, you will know that creating an excitement or buzz around a product or service, before the reader has even looked further into it is essential if you want to take your potential customers down a sales funnel and convert them into long term fans.

Having seen this graphic, the words that Apple use must live up to the Graphic and nurture those subliminal concepts. See Below:

 

The next section starts with an <H> tag title ‘iPhone X’ making it easier for Google to read and understand what the web page will be all about.

In the 53 words that follow (before the next graphic), iPhone is mentioned three times and iPhone X twice. Throughout the page the keyword iPhone X is mentioned 18 times.

The text in this section contains language that is both inspiring and emotive and builds upon the established graphic as a true taste for the future.

Apple speak of their ‘vision’, creating a sense that this amazing piece of Tec has been worked on for many years and now their ‘vision’ is finally a reality.

This gives it an unique ‘sought after’ quality, helping the reader along the path to owning this little slice of heaven.

Right from the gate Apple speak of their device being:

‘…so immersive that the device itself disappears into the experience.’

This is essential… Let’s face it, a phone is a phone. You text, make calls, take pictures, record movies and play games (My grandma would be turning in her grave shouting ‘No. You make calls. End Of!’)

So, instead of selling a phone Apple are instead selling a dream, a vision for the future, a chance to escape the normal hum drum of daily existence.

Apple are selling what the user wants not needs. A drill salesman by comparison does not sell drills, he sells holes in walls i.e. The end result.

So, instead of  selling a phone with a few upgrades, they sell the dream (the customer buys the phone as the natural transport to that dreams reality).

Let’s look at the keywords that stick in the mind from a user’s point of view:

Vision (Mentioned twice), create, immersive, experience and intelligent.

These words are lovingly wrapped around the words iPhone and iPhone X, with the closing line:

‘Say hello to the future.’

It even uses alliteration to heighten the readers experience with:

The device itself disappears into the experience.

There is then another graphic, followed by another paragraph. None of the paragraphs are long (The next being just 23 words) and are all centred around fulfilling a promise for the taste of tomorrow.

Throughout the whole page we are taken on a journey to experience the wonderment of what could be (subtly upselling Apple accessories and Apple Music on the way) which, if you have made it to the bottom, (resisting the temptation to click the buy button) then you are starkly presented with the call to action that Apple want you to take:

Buy an iPhone X now!

Apple know that if you have resisted clicking that buy button, but have read to the bottom, you are clearly interested in the product but perhaps money is an issue. It then offers monthly payment plans and even a chance to trade in your old phone for cash.

The complete sales funnel displayed on one page (I love it).

One thing I found quite clever on this page was its wider reach in relation to audience type:

At every stage people are offered the opportunity to learn more about the technical aspect of the phone with a simple inbound link (which is a brownie point for SEO and reduces the bounce rate).

One thing that Apple did NOT do was to include the technical know how and jargon in with the text on the front page. That’s because they know that not everyone is interested in that and it would interfere with the user experience as they make their way down the page.

That would be the same as an illusionist explaining the secrets behind a magic trick as he / she performs it for the first time on stage – all the viewer excitement and wonder is lost and you are left with nothing more than a how-to guide, which may be only mildly interesting at best.

 

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SEO, your content write, rank on the first page of google, content writing.

All righty then…

This is a follow on from my previous post (hence part 2) If you missed that one, please refer to my previous blog.

All caught up?

Good.

When I write content for my clients I do it in two stages:

1. I create an amazing piece of prose that will educate, inspire or entertain (hopefully all three depending on the subject matter of the text). When doing this I pay absolutely no attention to keywords, Google or any of the other search engines out there. My first and most important task is to communicate an idea that will lead to a call to action.

2. After stage one is complete I then look in great detail at the purpose of the page. I want my clients to rank on Google so I try to make the purpose as specific as possible. I am trying to make this as niche as possible thereby making it easier for Google to present the page to the right people.

Generalized Phrases should be avoided as much as possible. Remember Google is not as clever as you (yet) so work has to be done to make the search engine crawler’s job easy.

As an example, if a car dealership wants to rank high for the keyword ‘Cars’ they will find it:

a. Very expensive if they are paying for it.
b. Extremely competitive if they are wanting to appear on the first page.

With such a general term Google has to cast a wide net in the hope that the information you are looking for is on that page.

Typically, you may find:

A few local car dealerships near to where the user is, information on Disney’s Cars, Magazine listings on the top performing cars, Newsworthy items that include cars and a few YouTube videos that have cars in them.

‘Cars for sale’ or ‘Cars for sale in Jarrow’ on the other hand is a lot more specific and helps Google recognise exactly what your page will be about.

Tags

On websites you have Tags (H1, H2 etc). If you are new to this, you can think of them as headings much like you would see on a newspaper article:

(The following news article is FICTION. Don’t get too excited).

 

Daily News

Jeremy the Goose Learns to Speak English!
A Goose was spotted giving directions to a group of tourists.

        Bystanders were today left baffled when a Goose, who later identified himself as ‘Jeremy the Goose’ approached a group of foreign tourists and….

 

 

In the above example, taken from a true story (Not really) The first item we are drawn to is the headline ‘Goose learns to Speak English!’

If we want to draw Google’s attention to a headline in the same way we would place this text in the ‘H1’ tag. This would tell Google what the main focus is.

Google would then read on to make sure the rest of your text lives up to the promise of that tag. If it does, then all is good.

In newspapers we also have a sub heading, designed to draw the reader in further. Google has this too. It’s called the H2 tag. Still important, though not quite so much as the H1.

After this we have main body of text.

Let’s have a quick look at my keywords in this very small body of text.

Already I can see I am likely to rank very well for the key phrase ‘Jeremy the Goose’ and although the word ‘goose’ appears four times in four lines, it does sound very natural.

If I were to continue the article I would be wary of the number of times I use the specific keywords and would perhaps use synonyms as substitutes to ensure Google does not put me on their hit list of keyword spammers.

Naturally, I’m assuming the text on your site will not be speaking of talking geese, but the concept is the same.

If you need help in inserting H1 and H2 tags on your platform leave a comment below and I’ll do my best to help.

WordPress makes it very easy to insert H1 and H2 tags.
Going on the assumption that you already know how to set up a WordPress page or post:

Once you have your text written, highlight the area that you want to identify as the H1 tag and then look up and you will see a drop-down box with the word ‘paragraph’ written on it.
Click on the box and select ‘Heading 1’.
Hey Presto, you have a H1 tag.

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Web Content Writing, your content write, seo, rank high on google, increase sales by supercharging your web content

Do you want Google to love your website as much as you do?

Do you want to increase your chances of ranking on the first page, when a prospective client searches for your product or service online?

That was rhetorical, by the way. I’m assuming that’s why we’re all here.

There’s something I tell my clients quite a bit and that is…

“Think like Google.”

The top techies at Google have the opposite goal. They are trying to make their algorithms so clever that eventually it (Google) will be able to think like a human, thereby producing an exact match for whatever search query you type (or speak) into the search engine.

But they’re not there yet, so for the moment we have to come down to their level and understand what makes Google recognise and rank one web page over another for the same search query.

Now, in future blogs we’ll be tipping our toes into the fascinating world of search engine optimization (SEO), then diving right in. For now, we’re going to look at the most important element and that is, your content.

You may have heard the phrase bandied around “Content is King.” That’s true because it serves two very important purposes:

  1. It helps Google (and other search engines) understand what you do and therefore where you should rank.
  2. It communicates an idea to your readers (hopefully) in a way that will inspire them to perform a desired action. That could be to buy a product or subscribe to a mailing list.

With me so far? Good.

By far, the most important element in the above is number two. You are less likely to rank high if your content alienates your readers. Google looks at popularity as well as readability and purpose when ranking a web page. If people are not engaging with your site it will be seen as not fit for purpose.

I want you to look at each page in your current website if you have one (or if not, start your initial design now). Pen and paper in hand, write down the web page title and next to that write what the purpose of that page is.

After you have done that, realise that you have probably been very general in your description and that description could probably apply to a million other websites. Do it again and be very specific:

Write down in as much detail as you can what the purpose of YOUR web page is.

What we are creating here is a niche. With a niche comes a certain set of keywords that will clearly define your niche (we’ll go into that in a little bit).

Now look at your content on each page and answer the following question with a yes/no:

Does this web page cover EVERYTHING your user would want to know (Not YOU, your user) when reading this page with no questions left unanswered?

If you answered yes to the above then make sure.

With no leading statements ask a target group to read your page and come up with questions. Have them communicate their understanding of the page. You might also ask the user how the page makes them feel and if they are inspired to perform your call to action in the page?

It’s handy if your target group are not friends and family but a small section of people who ‘should’ be likely to want to part with their hard-earned cash to purchase what it is that you have to offer.

Doing this on social media (which we’ll go into in a future post) can be very useful. If people feel like they have helped you then they are more likely to feel a sense of ownership and be engaged with what you have to offer.

Once you have these results then back to the drawing board you go, to re-write your page (Or congratulate yourself on being a content writing genius).

If you answered ‘no’ to the above then rewrite your web page, answering your own questions then follow the steps above.

If you need help with the actual content then please see my previous post:

https://yourcontentwrite.com/how-to-write-stunning-web-pages/

Ok, by this point we have a website that engages your potential client base. That’s great. Well done you.

If it is important for you to rank high on Google too (it isn’t always important, which will be explored in a future post) then jump into stage two.

Stage 2

Earlier you heard me speak briefly of keywords. They are important, but not as important as many people would have you believe.

John Mueller of Google stated in 2014. –

“keyword density, in general, is something I wouldn’t focus on. Search engines have kind of moved on from there.”

My advice is:

  1. Definitely include keywords and synonyms but don’t overdo it and above all make it sound natural.
  2. Once done, test it with your target group. Offer them something free for their assistance and get them signed up to a mailing list or a Facebook group. They will do some of your marketing for you in referrals.

 

There is more to ranking high on Google. This will be continued in my next blog post:

How to write Content that Google and your Customers will simply love (part 2).

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your content write advice on how to write web content.

 

As a passionate and dedicated business owner you could probably write loads about your company.

You may create vast quantities of content that show off your various skills, qualifications and your experience. You might then go to highlight all your USP’s and your existing client base to instil confidence into your reader.

Nice idea, but unfortunately that doesn’t work for Google or for your customers.  Let’s explore why.

This blog post will cover five of the basic techniques you should be including in your web content.

 

  1. Define your customer.

You want to communicate an idea to someone it’s probably useful that you understand who they are so you can speak in a language that will inform, possibly entertain and definitely inspire them to hit that buy button or subscribe to your mailing list.

I’ll go into the customer avatar in more depth in a future blog but for now try to identify your customer by basic demographics (age, sex, location, income level) and then look more in depth.

I like to put myself in the mind of the customer and do a basic personality test on their behalf. There are quite a few useful ones online. A  simple Google search will highlight which works best for you.

 

  1. Write for your customer, not yourself.

So many people use their website to show off their relevant skills. Whilst it’s important that the customer needs to feel confident that you can do the job, remember they have already logged onto your site because they are looking for what it is that you have to offer.

If they have to make their way through reams of text to find what they are looking for they’ll simply click off – increasing your bounce rate and decreasing your conversion rate.

So, the key here is show the customer what they want to see and try not to bog them down in loads of technical jargon. Richard Branson attributes much of his success in the fact that he keeps his content simple and easy to understand.

 

  1. Get to know your personal pronouns and avoid the passive tense.

If you are talking with your clients make them feel like they are part of the conversation. Don’t be afraid to use the word ‘you’ or ‘your’ in your copy:

The Teddy bears are produced and delivered within 24 hours.

will never sound as good as:

Your delectable teddy bears will be ready and shipped out to you within 24 hours.

 

  1. Avoid needless repetition.

The key word here is ‘needless’. It may be necessary to repeat an idea or a subscribe / buy it now option but don’t overuse it. Studies have concluded that this comes across as needy and desperate.

 

  1. Use short sentences and paragraphs.

Try to keep to four sentences per paragraph as a general rule.

 

I could write volumes on how to create stunning web content (and will in future posts) but to begin with I think that’s enough to be going on with.

My next blog will be how to craft your content so that it ranks high on Google.

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Till next time…