Month: May 2022

Assuming most of us know by now, the importance of Search Engine Optimisation to a website, you would surely be looking for ways to improve this process to get the best out of your online presence. Well with a bit of research I’m sure you’d find many different ways you can do this, some more technical than others. A great, and easy, way to improve your SEO is to use internal links, hence the subject of this post!

What are Internal Links?

Internal linking is the process of embedding hyperlinks to other pages of your website, this can be in a few different contexts:

Menu/Navigation

Navigation hyperlinks are the basic form of internal link, included in the majority of today’s multi-page websites. This is your standard bar or dropdown menu across the top of the screen, containing links between your website’s main pages. This may be the most basic link usage, but it’s also the most important and should be a prominent feature as it’s the first point of contact between your alternate pages and the viewer.

Footer

Similar to the primary navigation bar, the footer for your page should also include the links on the main menu. However, utilising more space on the footer for subpages, and social media links can prove very useful for audience retention across your other marketing channels and engagement on things like blogs and contact forms.

CTAs

Call To Actions (CTAs) are embedded in your website copy and usually include and link that is relative to the information you are providing in the text. An example may be ‘Find out more…’ with a link to your subpage containing a service or product in further detail, maybe with purchasing or contact options. These CTAs are great for converting visitors to customers and increasing your engagement through interactive elements and easy access to product pages.

Internal Vs External

External links are hyperlinks that connect your page to other websites, like references in educative text. In general, any sort of link to your website will benefit your SEO rankings. Google (or other search engines) looks at the number of links to your page, if there is a substantial amount it will believe your page is of value and rank it above others. This goes for Internal and External alike.

Why Are Links Important for SEO

Providing your links are relevant, trustworthy and have some variation, they can really boost your SEO and add credibility to your website. A few other benefits include:

• Establishing domain authority
• Increase brand awareness
• Lowers bounce rate and increases audience engagement/ retention
• Spreads visitors throughout your website

So if you’re looking for ways to benefit your online presence, ensure your website copy is sufficiently packed with links to relevant pages to help Google understand how trustworthy and great your site is!

When curating and writing content online, it can be incredibly difficult to stand out from the crowd.

From utilising the correct keywords to understanding how to develop the correct “tone” in order to truly speak to your target demographic, finding “your voice” as a content writer is no easy task. There are a ton of moving parts to consider, and it can be hard to strike the balance between coming across as both genuine and professional simultaneously.

If you’re struggling and don’t quite know where to start, stick around as we break down a few simple key ways to find your authentic voice when producing written pieces online.

Understand Your Audience

A strong content producer is merely a reflection of the writer’s in-depth understanding of their own target demographic. Your audience generally gives you all of the information you need in order to write effectively; it’s just a matter of learning how to truly listen. The consumer’s age range, their general background, their interests and tastes – all of those varying factors should be what truly defines how you approach communicating with them.

Utilise an Amicable Tone

Don’t be afraid to get a little casual, or to interact with readers and potential clients on a friendly and personal level. You don’t have to dull down your tone in order to be a professional and efficacious content writer! Customers are always interested in getting to know the genuine people behind the face of their favourite brands, and this can be a truly effective marketing tool when utilized correctly. Stay warm, communicative and open in order to ensure that the clientele keeps coming back for more while developing your “written voice.”

Practice, Practice, Practice!

Writing is comparable to everything else in life, in that it is a matter of practicing and hard work above natural talent or inherent knowledge and ability. It takes time to truly identify, curate and develop your true linguistic identity, so don’t stress too much especially if you’re new to the role. One of the only ways to encourage this learning process is by writing and sharing as much as possible in order to truly gain artistic and professional control over your preferred written perspective!

Prioritize Consistency

Inconsistent and clunky writing is a big turn-off for potential readers and clients alike, and it is very counterintuitive when trying to develop a familiar and recognisable written voice. Remember to prioritise the same high level of English grammar and extensive vocabulary usage each time you sit down at the computer, as well as continuing to write in the same dependable manner and tone that will likely be compatible with your target demographic.

Now that we’ve covered the basics of recognisable content writing, hopefully the prospect of approaching and engaging with your brand’s audience feels a little less daunting! Though it may take a moment for you to really get into the swing of things as a writer, once you do, your personal and professional progress will be unstoppable.

If you’re looking to read on for further guidance on content development curation, take a peek at Search Engine Journal’s top seven content writing tips and tricks here for more information.

Writing for websites is a whole lot different from your blogging or storytelling copy. With an abundance of alternative websites these days, it’s important to be quick to make a good impression, in seven seconds to be exact.

Every line of your copy, on your homepage especially, should help the user learn something or at least outline a service so that visitors can come away with something from your page. A successful writing strategy would ideally entice a user to engage with you or read further into your other web pages looking for quotes or services. Learning how to write intriguing website copy? Here are a few top tips to get you going!

Be Straightforward

When writing for blogs or books, it’s important to get the detail in and really transfer knowledge to the reader. Website copy is much different, users are more likely to scan over your page rather than read every little sentence, so don’t waste time and space with the details. In fact, it can be a good reason for the user to get in touch!

Using bold feature text to outline the aspects of the page you want visitors to focus on is the best way to grab their attention. CloudBook Accountants Ltd is a great example of this, their home page is relatively brief but conveys all the information needed whilst providing links to their other, more detailed pages embedded in the text.

Visuals and Spacing

Going hand in hand with being straightforward and reducing text amounts, it’s important to break up your copy with either imagery or a sufficient amount of white space. Web pages that are too busy are unattractive and will increase your bounce rate. Blank space can actually add to the appearance of your website, making things much clearer and easier to read for the user.

When using visuals, be sure to select relevant, high-quality imagery or make your own illustrations. Check How to Sell With an Image for some photography and imagery tips and tricks!

Use Your Keywords

SEO is so important for websites these days you probably won’t hear the end of it. Writing to enable SEO growth is crucial to getting your website visible on the internet. To put it simply, your company will have certain keywords that reflect you, some more common in searches than others. Do your research to find these keywords to implement into your SEO strategy and use them as often as necessary in your website content.

In summary, regardless of previous writing experience, producing top-quality website copy is a truly unique skill. However, with the right research and time spent, as with many other things, website copy becomes fairly straightforward.

The way you connect with the public, through website copy or marketing channels, can be labeled as your brand voice. A successful brand voice will give you another layer of identity. You can adapt a particular style of communication to add a persona that your customers can recognise, whether it be your tone, use of phrases, emojis, etc.

It’s important to consider who you’re trying to appeal to, the way you write your copy should depend on your demographic. A law firm, for example, may prefer a more formal approach to brand voice than a Digital Marketing agency.

Shaping a brand voice can be tricky, there are a few things to consider:

• What tone would suitably represent your brand?
• Does your voice style comply with your brand guidelines? (Layouts, fonts, bold, italic etc.)
• Do you have a slogan or specific phrase people may know? (I’m Lovin’ It – McDonalds eg.)
• What sentencing and structure would suit the brand? (Short and Sweet, Long and Complex)

So, once a brand voice has been decided on, it’s time to attach it to your public image (The hard part). Here are some key areas you need to use your brand voice to help it stick.

Home Page Copy and Titles

The obvious first point of contact is your main webpage, especially in featured text. Your homepage will be the section that is viewed the most on your site, so if you want something to stick with your audience it’s most important to apply it here.

An ‘About Us’ Page That is Actually a Bit of You

When people look for information on your business or service, the about us page is usually high on the list of research points. Whilst this page may be all about what the brand offers, when it was established etc. using your brand voice will add some personality and further insight into how you like to work and present yourself.

Alternative Marketing Channels

Keeping your brand voice consistent across all your platforms is absolutely key to making it stick with the public. If you vary your style when posting in different areas, you develop a platform-based brand voice that is much harder for people to catch onto. Rather than having a confusing split personality, at least keep to some loose guidelines when communicating on the internet.

Communicating with Clients and Customers

If a customer is intrigued enough by your copy and service to get in touch as a potential client, it’s important to maintain the same style of communication throughout the encounter. Your tone of voice may even be the deciding factor in a potential customer’s decision to get in touch. Not everyone likes formal, corporate language, so changing your style once contact is made may deter them from further interaction.

In summary, the purpose of a brand voice is to add an extra layer of identity which can prove useful when attracting customers. Consistency is key to establishing this providing that your style is relevant to a target audience and easy to maintain.