How to simplify your life when working with complex technical requirements for SEO copywriting
Almost every SEO copywriter has encountered technical responsibilities for writing a text that you want to fast close your eyes and push the "leave" button after barely opening. One and a half to two dozen tedious keywords that must be on one page of text; the site's thematic core, which already takes up half a page in description...
"An experienced copywriter will explain the basic rule of site text: if you encounter an SEO specialist, kill him," claimed an anonymous copywriter.
We tried to compile recommendations that will make life simpler, speaking for world peace (OK, let's start small - for peace in the professional community):
1. Think of a difficult TOR as an opportunity to show skill and ingenuity, and not a reason for despair.
Try to start working on even the most difficult text not with the words: “Oh my God!”, but with the words: “Hmm, a non-trivial task - it will be interesting to come up with a beautiful solution for it.” “Advice in the style of Dale Carnegie and other American psychologists,” you might think. Not at all. A lot really depends on the mood (and fighting spirit!) with which you sit down to work.
2. Having opened a blank document, write down a list of all the words that you need to use in the text.
… And as soon as the keyword takes its rightful place in your work, remove it from the list at the top. First, it will help you not to miss anything. And secondly, as the list shrinks, the task, which initially seemed unrealistic, will become quite familiar and standard.
3. Remember the secret: the salvation of a copywriter working with complex technical specifications is the correct structure of texts.
Texts written for the Internet, as you know, should be read diagonally. Breaking the text into logical blocks and using bulleted lists helps to achieve this effect. This not only helps to make the text consistent and easy to read from the screen, but also gives a lot of opportunities to organically fit keywords into the text.
The "trick" is that the text, written in the form of fragmentary sentences and key ideas, is read differently than the usual "coherent" literary text. Due to this, many keywords can be inserted into it - even monotonous ones - and this will not irritate the reader.
Example:
Types of live animals
transported The company is ready to organize the delivery of various types of animals. The holding's specialists have experience in transporting:
* pigs (breeding and slaughter)
* horses (breeding and sports)
* cattle (breeding and slaughter)
* sheep
* goats
* alpacas
* live fish Delivery
geography of live animals
* between Europe, the CIS and the Baltic States
* between the CIS countries
* within Europe
Transport for the transport of live animals
Road transport of live animals is carried out using specialized rolling stock.
4. Remember that you are writing for people first.
Of course, SEO copywriting doesn't have much in common with high literature. But still, it is worth remembering that your goal is not only to use all key queries, but also to convince the site visitor that the text is written:
* at least for a person, and not just for search engines
* ideally - just for him. In this case, he is more likely to turn from a site visitor into a client.
Feel free to dilute dry SEO-optimized phrases with a few sentences of "lyrics". So, in the Example considered above, after the section “Geography of delivery of live animals”, it would be appropriate to add a paragraph:
The presence of offices in Europe and the CIS countries and a staff of employees who speak English, German, French, Lithuanian and other European languages, allows the group of companies to quickly resolve all issues in the country of origin and in the country of destination.
The same “lyrics” will help to get out of the situation if the TOR has requirements for occurrences of keywords for relinking when they should not be next to each other.
You can spread keywords by adding after each one or two sentences about what benefits this module provides, how it makes life easier for the customer, etc.
5. Emphasize - including visual - the benefits for the client.
A frequently asked question by marketers is whether to bold or italicize keywords. An experienced SEO specialist here, perhaps, will smile, imagining how colorful “well-optimized text” will be.
Our advice is to highlight the formatting in the text not with keywords (there is no need to draw too much attention to them), but with the advantages and benefits that the client will receive from cooperation with you.