The Periodic Table of SEO Ranking Factors is a post from the Turner Ink Copywriting Blog

But this time the walls have gone up, the windows have gone in and the roof has gone on. And it’s looking mighty fine. But wait. What’s this? There’s no foundation? No problem, you say. We’ll put that in at a later date. Maybe next month. Or later on in the year.

Can you imagine what a pain that would be? To try and install a foundation under your house once it has been built? Not impossible. But not easy. And completely arse about face.

Building a website without thinking about SEO is like building a house without a foundation.

Keyword research reveals which keyphrases are actually being used when people – potential customers – are looking for your products or services. From the keyword research we decide what pages your site needs and the content of each page. Then you get a brilliant copywriter to write optimised copy, with the keywords cleverly weaved throughout so your visitor doesn’t notice them but the search engines do. And then your developer and designer come on board, once they know how many pages there are and how much copy there is.

SEO, like a foundation, underpins your website. It should be the first thing you think about not the last. Don’t be tempted to get your website up as quickly as possible and then consider SEO. It’s not impossible to optimise a site once it’s live. But it’s not easy. And it’s completely arse about face.

Find out more about SEO copywriting or get in touch.

Image courtesy of terren in Virginia

New website? Start at the bottom and work your way up is a post from the Turner Ink Copywriting Blog

There are some great features including a spa bath, massive walk-in wardrobes, and a huge kitchen that’s perfect for entertaining. It’s got a home cinema and a gym; under floor heating; motion-sensitive lighting; and a garage that takes four cars.

In short, this is your dream home. And when it’s finished you’re going to be the envy of your friends and neighbours.

And then your builder asks what roof tiles you’d like.

“So, what’s it to be? Clay tiles, slate tiles or reclaimed tiles?”

“Oh don’t worry about the roof. I’ll be doing that myself.”

“Errr…are you an experienced roofer then?” Enquires your builder.

“Nope. But seriously, how difficult can it be? I’m going to get a book off Amazon and teach myself. I was always good with my hands at school. And I just want to save a bit of money.”

And so you do the roof tiling yourself. And it looks rubbish. There are cracks and leaks. And soon water is seeping through the holes and down the walls. The carpets are ruined, the electrics are busted and your house is a mess.

You’re not the envy of your neighbours. You’re a laughing stock. And to think – your new house could have been fantastic.

So when it comes to building a new website, why would you pay a designer and developer a substantial amount of money to make your site look great and work well and then ruin it all by writing your own copy? Or worse, getting Rachel the receptionist to “have a go at it” because “she’s good with words”. (And that’s a true story.)

Now, I’m not saying you couldn’t teach yourself to be a copywriter. But why would you? In much the same way you wouldn’t teach yourself to be a chef, when a function at the office needs catering. Nor would you run out and buy Car Maintenance for Dummies when your company car breaks down. 

Think of copywriting the same way. Don’t try it yourself at home. If you’re in the process of having a new website you’ll need a developer and designer to build it and make it look nice. And you’ll need a copywriter to put the roof tiles on.

Need copy? Get in touch.

Copywriting: Why it’s a lot like tiling a roof is a post from the Turner Ink Copywriting Blog

‘We did an infographic similar to that last month’ they told me.

Here it is. Take a look. It’s brilliant and way cooler than mine. I might have to give up ‘designing’ for good. Just click on it to enlarge it.

Copyright Datadial

SEO FAQs (Infographic) is a post from the Turner Ink Copywriting Blog

Do you agree? Is there anything else that needs including? Let us know in the comments.

The relationship between SEM, Online PR and SMM is a post from the Turner Ink Copywriting Blog

Jack: I’m just looking for something online

Me: What you looking for?

Jack: Some goal posts. I just put ‘goal posts’ into Google but I couldn’t find what I wanted.

Me: What are you after then?

Jack: Ones for the garden. Let me try ‘garden goal posts’. Nah. I wanted smaller ones than that. Let me try ‘pop up goal posts’.

Me: Oh there they are. Is that what you were looking for?

Jack: Hmm. They’re a bit expensive. Let me try searching for ‘cheap pop up goal posts’. Yes, these are the ones I want. DAAAAAAAAAD! Can I have your bank card please?

Jack knows that when you’re searching online, using a long tail key phrase will always get you what you want.

Jack is 8.

What kids can teach us about search is a post from the Turner Ink Copywriting Blog

Google personalised search works like this: if there’s a site you frequently visit, Google is more likely to show you this site at the top of the organic listings than some other site; even if another site has better content and better links. So for instance, if I’m looking for hard-to-find books, The Book Depository would rank higher on my search engine results page than Matt’s because I’ve visited their site frequently in the past.

Now, as a customer I’m thinking ‘great!’ Google’s giving me more relevant and accurate listings. Although it could be argued I want Google to find me sites I haven’t visited before – not show me ones I already know.

But from an SEO perspective haven’t things have just got a whole lot trickier? Not only does a site need to be fully optimised and have oodles of links coming in, it’s now competing with a potential customer’s previous shopping habits. And the Search Engine Result’s page will now look different for everyone; The Book Depository site will rank high on my results but not on Matt’s.

There’s been a bit of a hoo-hah about privacy issues as well. Google will now keep a record of a user’s browsing history for up to 180 days; unless of course you opt out. But, let’s be honest, most people won’t bother.

And it’s received a fairly lukewarm reception from SEO types, although Matt doesn’t feel there’s too much to be concerned about.

“Because it is personalised search, and the results will be relevant to the user, there’s much more chance that a user will click through.

The caveat I suppose is that a customer may visit a site a number of times and still not find what they want which is why they keep looking – and of course they’ll keep being shown the same site.”

Matt continues “Google’s not here to make life easy for SEOs. It’s here to give a user the best results and experience possible. And it’s up to good SEOs to make the best of the opportunities that present themselves.”

This will be an interesting one to watch.

Personalised Search: Good or bad for SEOs? is a post from the Turner Ink Copywriting Blog

How many times have you seen this? ‘Barratt and Bloggins was formed in 1982 and has successfully been delivering award-winning cutting edge solutions for our clients for the last 25 years.’

Blah, blah, blah.

Here’s the thing: people visiting your website only care about themselves. They want to know what you’re going to do for them; how quickly you’re going to do it; how it’s going to save them time; how it’s going to get them more clients; earn them more money; make them thin. Whatever. You get the picture. It’s all about them. Not you.

2. It’s difficult to buy anything

Your visitors love what you sell. Well, at least they’re quite interested in what you sell. And they might just want to buy something from you. So why make it so hard for them? Yes, Whistles, I’m talking about you.

Poor navigation, difficult to find products, hidden delivery costs and a ten minute check out process does not make a good shopping experience.

Your customers want to find products easily, throw them in a basket, go to the checkout, and pay. So let them do that.

3. You love your web designer more than your customer

Yep, your designer may be quirky, work in Hoxton and have won some award from Design Week. But is he designing that swanky website for your customers or his portfolio?

Think about your audience. What age are they? Where will they be viewing your site? Remember not everyone will have a huge screen, Flash, and a high speed connection. Nor will they have all the time in the world to wait for it to load. So what exactly were you thinking Thomas Edison?

4. You stop them getting to the good stuff with stupid intro pages

‘Skip this’ is the most clicked link on the Web after ‘Click here’. Would you go to Selfridges and be happy to stand outside the door for ten minutes waiting to be let in? No, you wouldn’t. So why delay your customers getting to your website?

Check this out for the most hellish intro ever. Not sure hellish was the look they were going for.

5. You don’t have a web designer at all

Need a website? Oh I’ll do it myself. After all, how difficult can it be? Yeah, Lings Cars, how difficult can it be? Let’s pack a few more moving things in there shall we?

If you don’t value your business enough to have a professional, clean looking website, why should potential customers value your business? Yes, you can get websites designed for £200. It doesn’t mean you should.

6. They can’t call you

It doesn’t matter how small or large your business, your phone number should be easy to find; top right is ideal. Sometimes the answer really isn’t in the FAQs. And no, your visitor doesn’t want to fill a form in, or send an email, or write a letter. They just have a really quick question that needs a really quick answer. So make your number really visible.

7. They don’t know what to do next

So your customers have read the words and they like the pictures. Now what? Don’t leave them hanging. Tell them what to do next with a call to action. Buy Now, Click Here, Download Free E-book, Check Availability, Call Now, Register Now, Get A Free Trial, Sign-Up, Join Now, Get Free Quote.

Anything I’ve missed? Share in the comments.

7 things your visitors hate about your website is a post from the Turner Ink Copywriting Blog

[Something] PR is cognisant of the connoisseurship and the hunger for luxury goods and services by the affluent market. Our agency knows how to communicate to that luxury lifestyle PR market in award winning PR campaigns. We strive to position our clients as leaders in their respected industries – putting a face to the name of the company and making it more accessible. Even with the ups and downs of the economy, a distinct luxury market segment has emerged over the past couple of years. We develop tactics to reach that market in innovative online and traditional media.

The truth is impressions that are generated from PR can indelibly define the brand by enhancing the product, service, or attributes. The old adage that you never get a second chance to make a good first impression is relevant to launching and sustaining a PR campaign, particularly in the luxury end where spearheading your messages to penetrate the luxury market is essential.

Why are (some) PR agencies right up their backsides? is a post from the Turner Ink Copywriting Blog

Very often I have conversations with potential clients whose sole aim is ‘getting to the top of Google’. Come hell or high water, they want their site to appear at the top of the search engines. That’s it. That’s their goal. And nothing more.

So, ok, you’re at the top of Google for your chosen phrases, but now what?

Well, that’s just the beginning. Because the next part is actually getting visitors to click through to your site. So we’re talking about a well written page title and meta description tag to improve your ‘clickability’.

And then, of course, there’s the site itself. How easy are you making it for your visitor to buy; download; book; donate; add to basket; find out more information; or call? Easy as possible if you want to increase sales. Because, let’s face it, for most of us it’s all about sales.

And this is where some people go really wrong. Because if the sole aim of your site is to achieve number 3 on page 1 of Google you’re going to feel it’s job done the moment you’ve achived that. 

I got a comment on the blog the other week from a chap who runs a bed and breakfast in Blackpool. He told me he was really high on Google, he got hundreds of people a day visiting the site, but wasn’t getting any bookings. A quick visit to his site and it was easy to see why: it was awful. Hard to read, hard to look at, hard to navigate, hard to book, and hard to find out any information. Seriously, when I close my eyes I can still that site; the image of it has burnt into my retinas.

The point is: don’t have ‘getting to the top of the Google’ as your sole aim. That’s just the beginning of the job. It’s great that you’re driving visitors to your site. But what are you going to do with them once they’re there? Getting sales should be your real focus.

Why you shouldn’t aim to get to the top of Google is a post from the Turner Ink Copywriting Blog