By copywriter William.H
SEO (search engine optimization) blogs act as essential fuel to boost your website ranking on Google, Bing, Yahoo’s organic search result.
First of all, let us understand what is the definition SEO blog?
SEO blog is kind of inbound marketing to provide informative and valuable content to attract end users (customers) to read the website page and encourage them to commit further actions, such as visiting other page (home page, landing page), making enquiry as well as inducing shopping behaviours.
Lots of SEO copywriters in Melbourne suggest their clients to write blogs and restlessly proclaim to write lots of blogs. Their plausible golden rule is seemed to be learnt from the Holy Bible.
However, copywriters never explain why their clients need to write blogs for their websites and what kinds of blog can actually bring value for the website ranking.
In fact, the main reason why we write SEO blogs is aiming to get the better ranking for your major keywords on search engine (Google). The other benefits, such as branding can be concerned as a bonus.
In the last 5 years, business operators, website designers and SEO agency found a same problem which is all websites inclined to be homogenized and look quite similar. This phenomenon occurred especially more often among ecommerce websites.
We can see lots of ecommerce websites share similar website layout, design and commodities. Because ecommerce business owners use similar website design themes, same suppliers and similar IT supports. From customers and Google’s point of view, the only observable differences between them may just be colour themes, fonts as well as company’s slogan.
During the global homogenization, if we don’t have differentiation and price advantage. Why would Google rank our website first page when we provide similar productions and services like our competitors?
The answer and the solution are SEO blogs.
People get bored easily with overwhelming products yet they seek the products or service which can solve their problem or fulfil the desire in practice. The educational and informative SEO blogs serve as unique content to bring fresh air to life and can be seemed as new fuels to the website.
When potential customers find some interesting about SEO blogs on your website which are not just general product description, as human beings, they would naturally be aroused and start to explore every corner of your website, it includes the website home page, category page and landing page, then your entire website ranking would naturally rank well.
Never and ever skip the analysis and research on your topic.
Firstly, learn your audience: Who are your targeting? What they really want to know and what is their problem and desire.
How old are them? What is their gender, interest and perspective to the world?
What is their income? How often do they shop?
What is the speaking tone when talking to them, educator, comedian or more academic?
Secondly, learn your competitor, your competitor can be your good teacher. Which valuable keywords they didn’t cover? Is there any valuable traffic that your competitor has yet to put emphasis leaving us to take over their asset? What is their header?
From the header we can understand their content structure quickly. How many words they write? What is their internal link? From the internal link we can understand where is their priority page, what is their keywords density?
Check the competitor sitemap by the link below,
It will give clear idea of competitor website’s structure and priority page, normally the home page is 1, the category page is 0.8 and post page is 0.6.
1 shares the highest priority and 0.6 shares the least priority apparently.
Check the website speed performance by the link below,
If they have fast speed, the loading speed is really important factor to give client good experience. If you can’t ensure your website speed is as fast as your competitor, you will have to create better content.
Later on, we need to check when did they publish the content and rewrite the content?
Type &as_qdr=y15 on google, you will know when your competitor created this content and use the Wayback machine to check each time your competitor modifies the content.
The most powerful software is to use SEMrush to check your competitor traffic movement, when they have a quick traffic jump at the certain time then you get idea how you can copy their strategy and overcome their dominant.
In addition, you can use google search, TOOLS feature to set all time, one year, one month, past 24 hour to find any other website who showed upward trend and attempt to steal your traffic. Who is the new star on certain keywords group?
You shall understand your competitor better than they understand themselves.
When you know your competitor, you will know your potential opportunity, the amount effort you have to spend on winning the game of traffic.
Now, you know your audience behaviour and your competitor; it is then the time to plot your content structure.
How to make a good structure for google?
You shall make rich snippet of the good content, when you create any content, type the first keywords phrase and second important keyword on google search, then scroll down to the bottom, Google will give you the ‘Searches related’ keywords listing, try to cover all the relevant topics , it would be the first and practical method to build up a clear and logic structure.
Secondly, you shall think about the structure from your client’s point of view, what do they expect to learn, what would they be curious about? What is their desired hierarchy? You shall put their major concern at the very beginning and rest of the headers serve as supplementary and make sense.
Structure shall be clarity and logic and self- evidence.
Here are 5 simple tips on writing an impressive option statement SEO blog.
1. Identify your title and topic, for instance, if the topic is wedding photo location in Melbourne. You shall mention the core topic in first 2-3 lines in the article. You wouldn’t mention there are great ceremony locations in Melbourne and you have lots of wedding photo locations after the ceremony.
The problem with that is you shift the core topic of the SEO blog, the audience would feel confusion and distracted even through you have mentioned the core topic later on, audience would leave your page because they feel the content does not match with the blog title.
The shifting of the topic is regarded as significant mistake in SEO blog, it would increase bouncing rate significantly and bounce rate is your SEO enemy.
2. The open statement has clear intention and meaning to enable audiences to get your major point as soon as possible. The open statement aims to avoid redundant and ambiguous point or idea.
Each paragraph is kept within 3 lines for audience to have better reading experiences.
3. Pre-suppose questions that potential customers would care, curious and concern about.
Example: Topic such as wedding photo locations
Where are the best wedding photo locations in Melbourne CBD?
Topic such as Wedding photography price
What is the affordable wedding photography package?
The core question is reason to lead the audience to read the blog throughout. The first question appeared in the first paragraph would be the most fundamental question.
For instance, if the SEO blog is on wedding photography price guide in Melbourne. The first question would be how much does average wedding photography cost in Melbourne?
Other questions such as wedding photography extra hour cost, wedding album cost, those questions can be considered as secondary questions or supplementary questions.
Thereby, we shall discuss the fundamental question in the very beginning of the SEO blog and the secondary and supplementary can be proposed in the following paragraph in logic order.
4. Give the audience a reason to read the blog.
First of all, we have identified the goal of the blog, what question we can answer the customer, what’s the knowledge that readers are looking to learn in the SEO blog?
We need to pre-suppose the target audience, who would read our blog? Thereby, we shall give them a practical solution in the article and promise them that they can gain new knowledge after reading the guide or list.
Like the topic ‘ the wedding cost in Melbourne’, in the open statement we shall promise our audience that we’ll unfold the wedding cost benchmark and average wedding cost in different category. Furthermore, the SEO blog also teach you 3 simply tips to save the budget on wedding cost.
All those promises in the first paragraph become motivation which leads the audience to read through the SEO blog.
5. What is your blog uniqueness and differentiation?
We shall emphasize the SEO content’s uniqueness and differentiation in the open statement. Apparently, the audience can find lots of similar blog, article and guide on Google.
For instance, the unique wedding venues in Melbourne, it is a quite competitive keyword phrase in Melbourne wedding market.
We find out most blogs only simply list the Melbourne wedding venue’s basic information. However, most of the blogs miss key information like maximum capacity, minimum guest request, package price and even recent promotional offers.
If we find that valuable information for potential audiences, our SEO blog is worth to read because of the unique criteria. One step further, if the SEO blog can propose a new standpoint in the open statement, the freshness content would win the reader’s curiosity in the open statement.
SEO content can be divided into two important part of content, the header and body. You shall spend most of your time to create an attractive header, most of reader (80%) would read your header and only 20% of people would read your body. So, we spend 80% of our time on the header.
What is a good header?
– give reader a reason to read your body
Concise: write a clear and informative header to help reader to understand your main topic and the value of words.
Attractive, make your header more valuable, arose reader curiosity and give the answer from different and unique angel
Give reader a reason to read your body, your header should present value that convinces your reader why they should spend time to read your content. Don’t reveal all information in the header, for instance, if your article is on the benefits of a product, you shall not list all benefits of products but instead, write the major benefits of products to solve client’s most major and common problem, if your client knows all information from the header, they won’t read your body content.
One of the fundamental problems in SEO blog is relevance, it is an important factor but can be easily ignored by most SEO copywriter in Melbourne.
As a rule of thumb, you shall integrate the SEO blog, title, meta description, header and URL together. It makes a clear implication for both Google crawler and human being.
Example: there are two similar topics in wedding photographer.
Wedding photographer Melbourne
Wedding photographers Melbourne
These two topics have only one difference about single term and plural term, however Google would give different meaning for these two topics. The term wedding photographer is supposed to describe a single wedding photographer, thereby Google would incline to assist a single wedding photographer to sell his service when the potential customer to use this keywords phrase when surf. Therefore, the wedding photographer’s home page or landing page has a higher priority to be showed on the first page.
In contrast, ‘the wedding photographers in Melbourne’, the audience want to find a list of Melbourne wedding photographers at an early shopping stage, Google will give the rank priority to the blog which it provides summarizing information, for instance ‘top 10 wedding photographers in Melbourne’.
One step further, if Google can’t located a blog that perfectly matches with the keyword, it will then show the next most similar blog instead. However, if you understand Google logic and intention better and write more relevant content, your SEO blog will have more chance to get a better ranking on certain keywords phrases.
The anchor text (internal link) serves as a effective indication for Google to understand your priority of your content and hierarchy.
The google internal link shall contain the informative keywords phrase, for instance, anchor text writing as the ‘G spot product’ is much better than ‘learn more our production’. Because the learn more our production is too broad and general and Google doesn’t know what is this hyperlink used for.
In addition, the internal link is building a strong hierarchy for entire of website, you can use lots of internal link to let Google know which you want to rank most.
For instance, on your home page, you want to rank the G spot sex toy, you write a good content on one post and also write a same keyword on your home page, so google will automatedly build up a bridge to calculate the traffic into the home page. So, you don’t need to write every details content on the home page again, because if you read too much content, you home page would look stuffed and it is hard to make a clean layout, so write a post and lead the traffic to the home page for some certain keyword is regarded as a smart strategy for SEO.
The relationship between the home page and post is like a Tree, the home page is major tree trunk and single pages are like tree branches. A well-designed content marketing strategy would cover all the sale process from the very beginning to the end service.
For sex toy industry, the content shall start from the new beginner to learn which product to choose as their first sex toy, some terminology to explain the words they don’t understand for instance, SM, 69. And the end of purchasing journey can include tops such as how to clean your sex toy.
A good content strategy shall cover all the buy process to make your client see your post in every part of the buying process. Once you have covered all topics on all sex toy as well as relevant topics about sex, for instance best brothels in Melbourne, Google will not only give decent traffic to a single post, but also gives higher ranking for the home page.
Posts act as small streams and you shall lead all small streams into the major river, It is a hard job and can take a long time to make it happen, however that will be your SEO corner stone.
Firstly, I have to say websites that have high DA and juicy backlinks will benefit from higher chance to be ranked higher than new websites, however newer websites still have chance if you can write rich content to completely beat your competitor, for instance, if your competitor writes 500 words, then you simply write 1000 words to double his content.
Also, one thing we should not ignore is that every single page, home page, category page, post has its own DA, that means a home page can have 60 DA score, however a single page might have zero or 1 DA and no backlink. I use SEMrush to check some lengthy post, they have under 5 DA score, but they can still be ranked on page one on google.
That means for newbie websites, you still have chance, Google would always want more flesh blood.
Local business was a trend started back since 2015, when you search local restaurant, dentist and online flower delivery business, you will find lots of local business show up on google map and google shopping.
Google want its end users to get the answer quickly and easily so readers don’t need to browse all websites: the google shopping shows the production page, the end user can then finish the purchasing action on the single page.
For a local business, you can include information on landmarks near your targeted place as well as address, parking, contact number. All the thing is let google know you are local people and expert on this certain area.
For instance, if you want to rank higher on sex shop in South Melbourne, you can list the sex shop’s nearby landmark, where can you get free parking nearby the sex shop. As detailed as possible and it shall be seemed in a logic way by Google.
Google likes you answering questions for end users ( people who use google to do searches). You can find questions based on your common sense, as well as Googling frequently asked question on Google or Quora, you will then be able to gather questions people are interested.
You point out the questions for instance, what is the most popular anal sex toy in 2021?
After finding the question, you shall give the answer in a clear and straightforward manner, google let the clear definition and while the real people.
If you give useful answers to your clients, even your major keywords are not ranked immediately, however the rich snippet would help to improve those major keywords in the long run.
There are two kinds of mainstream SEO blog writing methods in Melbourne.
1. Information gathering
2. New viewpoint on the content or solutions on how to solve problem
Let us learn the first kind of SEO wiring, the information gathering. This kind of writing would be the easier way to write a blog.
The potential customer wants to learn the knowledge or make comparison between certain services, productions and prices. Luckily, we can find potential market gap, there is no summary article, list and guide in Melbourne.
The copywriter can gather all information from Google search, annual reports, guideline and survey to collect accurate and valuable information and convey to a clear, concise and logic blog, list and guide in a professional manner.
The second styled of the SEO writing requests authors to have their own opinion and propose the new argument and viewpoint.
In terms of effective SEO blog writing, the new viewpoint shall be relation to the topic of blog. For instance, the best sport to lose weight as the blog topic, we can’t propose the what is healthier food to lose weight, it breaks the law of relevance.
Furthermore, the copywriter’s argument shall solve the customer’s real problem instead of catering the writer’s self-ego and show off his/her writing skills.
Even for an evergreen topic, SEO copywriters can always seek new viewpoints to discuss the topic from different angles and deduct a solution for their customers. At the bottom, even though we can’t absolutely prove our argument by the latest science and our limited knowledge, but we also can provide a direction to the customers.
A bleak of argument is empty without sufficient evident, a disorder of message is blind without a logic deduction.
The SEO copywriter shall be aware of the importance of proving their new viewpoints by solid evidence in a logic method.
However, some argument requests assertive evidences to prove but some argument doesn’t need to use too much effort to prove or it is not worth to prove.
Some argument doesn’t need to be prove. E.g., the sun rises from the east, I can feel my hand. Those kinds of arguments don’t need to be proved. Because people can judge by the common sense and intuition.
If we deny the common sense and intuition, such as I can’t feel my hand. We have to deny our human basic intuition and even refuse the existing the world. Our worldview and all human knowledge would be collapsed.
Some argument is not worthy to be proved in specific SEO blogs or contents. For instance, the topic like – how much wedding photography cost in Melbourne. We don’t need to prove whether we need a wedding photographer, because the readers already agreed with which they need a wedding photographer, the intention of reading in this blog is to seek ideas of wedding photography cost in Melbourne.
That means it will be worthless to prove how important wedding photographers are in the blog, because the reader already agree with consensus.
The new arguments are emerged in a controversial field or itself a debate topic and people want to get an assertive answer from the uncertainty.
To make our deductive argument valid and inductive argument sound, we have two tools to prove our argument via logic and empirical evidence.
In logic, if Socrates is mortal and mortal will die, then Socrates will die.
The other logic example will be: if Tom has two cats, one is black and another one is white, if the white cats is in the room A, then you will find the black cat in the other room.
In a mathematic deduction, if the GDP is $ 1.5 million and each year of GDP increase rate is 2.5%, and the GDP increase remain same rate or more than 2.5% in the next 5 year, then the GDP can surpass $1.75 million in the next 7 years.
In an empirical evidence, if snow melt when the temperature is more than zero degree and the temperature is 30 degree today, then the snow will be melted today.
The pure logic and mathematic argument are so called deduction (Transcendental) and empirical (posteriori) argument is so call induction.
All empirical argument is not logically valid.
If a SEO blog can be written in a logic way, our viewpoint on the topic would then be trustworthy.
Some SEO bloggers would ignore the importance of giving clear explanations and definition on keywords. They always think the reader would understand some certain keywords and jargons. In fact, majority of audiences have no clue about some keywords that copywriters blindly believe that are ‘common senses.
For instance, when I write a topic about SEO blog. I believe most of people understand what does blog mean, however less than half of people would know what does SEO mean. After I explain SEO is a short-abbreviated name of search engine optimization. People would still not have less clue about the real meaning of SEO.
Therefore, as SEO bloggers we need to give clear and concise definitions for SEO keywords.
There are many ways to give the keyword phrase definition.
For instance, when we want to sell female sex toys on ecommerce. I can give the female sex toy a definition like female sex toys consist of vibrators, wand vibrators, clitoral vibrators, clit suction toys, dildo and etc.
We can also use attributions to give objects even clearer definitions. For instance, the automatic watch, the watch use battery, the price is cheap than mechanical watch, make in factory, Japanese manufacture, eclectic motor.
There are 3 rules to give a definition.
1. The definition shall not be too broad or too narrow
2. The definition shall not be ambiguity
3. The definition shall be easy to understand and concise
How does google give you traffic?
You shall think about how Google earns money from end users (buyer), google want people to spend more time on google search, if you can make the reader spend more time on your website, you then give google value. In return google will give you good traffic as reward.
But what about Google ads?
Think about online games like Dota 2 and League of Legends.
In an online game, there are paid customers and free customers or ‘less-paid’ customers. For a good online game, it can’t just rely on its paid customers, because paid customer wants to kill free customers like killing animal to fulfil their vanity.
The online game organization needs free customers to improve game activity as at the end of the day, the free customers stand as the major proportion of the game’s customer population. Free customer can be seemed as an intelligent NPC or free AI, to let paid players to feel happy and pay more money on the game, the free but active players are the online game corner stone.
Likewise, for google, the hardworking content creators are Google’s cornerstone, eventually you will get reward, Google can’t afford the price of having the content creator quitting the game, otherwise the sugar daddy (google ads or pay customer) will no longer be interested in a game that does not have high activity.
Now, we know how Google earns money and we need to create the content to appeal to the Google’s desire, in exchange, we get more exposure. Yes, a win-win game.
Keep in simple, we need the reader to stay in your website for as long as possible and if it is possible, make them click through our other pages. The word CTR (click through rate) is a good indicator of low bouncing rate and therefore for Google will give you a better ranking.
Which website pages do we want our client to go through?
Answer this question, we need to know what is our purpose? We need to know what is our purpose, whether the internal links build up authority to our home page or we just want readers to make further actions, for instance, from knowledge contents towards our productions.
I’d discuss the earlier, the post can improve our home page rank, I won’t explain this theory again. We swift the other side of CTR benefits is that call to action.
We spend hundreds and thousands of hours to create free contents for our clients or even our competitors, but our ultimate goal is to make revenue, we want our clients to spend money on our website, so every topic, every header and every word, we want them to click our production page and buy something to cover the cost of content.
So, when you are writing contents, you need to think about the call to action. However, you shall not call to action (CAT) too early, because it would looks too sales pitch and you are only acting annoying and scary to your clients, people’s major intention to read informative contents is to learn the knowledge instead of listening to your sale pitch.
If your customer only read the sale pitch, they will flee away from your post immediately. It is a psychology game.
You need to give them knowledge first and find their problem and concern, then you use your unique strength to propose a solution that overcomes the problem and give the proved the strategy, at least it seems plausible.
To answer your potential customer questions, you can give your proposition and perspective, it is good start point, however, you shall not stop there, you shall give the evidence to prove your points, we call logic deduction, then your reader would trust you and think you really want to give them a solution throughout the copy writing.
Once you are trusted by your clients, then they will give you a permission to let you sell your production, you can then create a link towards your production page.
Not too early but also not too late, you could make clickable link, your content is like a bait, don’t let fish eat out the bait and leave. You shall let them make the action at the right time. Think about when you are spending on a free online game, you can do the same thing for copy writing.
Don’t be lazy, I know you would feel exhausted after finish writing 3000 words in one post, however, don’t let you clients feel you’ve made a harsh conclusion. A well-written summary would make the content complete, most of the contents on internet have good open statement, however in the end, they show laziness, it is human nature.
However, smarter readers would appreciate your effort, when they find the content is complete, they will know you are responsible and trustworthy copywriter, they have more chance to return your post again few weeks later or share your post to their friends.
The summary also is good way to let google know your post clear structure.
You can summary your major points from the body above by use the bullet point. You don’t need to write too much, but at least showing your patient responsibility and professionalism.
Also, it is the last chance to make Call to action in the end of paragraph, for those readers read all the way to the end of paragraph, they are definitely your diehard fan, they will trust everything you talk to them, they are your most targeted customer, why not spend little bit time for your hard die fan. They will pay you money.
If your content has 1000 words, you could make 1-2 call to action, if it is too much, your client feels sale pitch. However, if your content is lengthy, you could make 3-5 times of call to action, it depends on what your content, whether the client necessarily to click your production page, don’t make harsh sale is rule of thumb.
When you make call to action, you shall ask the CAT from different angle, not always look our production, people will easy find your intention to easy to say NO, you shall give them different reason to call to action, for instance, let them read our other post, get a promotion code, have a meeting with us, check our home page, register account, find the bundle deal, you have so many reasons to let you customer to call to action.
All the call to action shall follow the rule of hierarchy. First call to action can be the most attritive and easiest task, for instance offering customers your sale promotion, it is a good click bait. And later on, you can give them different options, you shall always make a reason for your readers to click your link, at least the reason make yourself convinced.
In the complete SEO blog, I explained and demonstrated several part of criteria for quality SEO content writing.
1. How to do research and analysis before start the writing
2. Write a great open statement
3. How to write the header and blog body
4. How to construct the blog structure
5. How to write informative content
6. How to prove argument in SEO blog
7. How to call to action
If you need to write a SEO blog and seek a professional SEO copywriter in Melbourne, you could make a meeting with me in my office at 246 Coventry St South Melbourne.