Search engine copy writing is no longer about search engines, but about readers. Algorithmic elements are still in place, such as latent semantic indexing, title and <H> tag analysis, but unless you have fat link profile, don’t expect to take the first page with your copy writing alone.
More important than search engine copy writing and on-page relevancy of your pages (keywords in titles, <h> tags, content, etc) are links. Without links, do not expect rankings in competitive markets.
With this new "harsh search marketing reality," search engine optimizers started using content as a link building tool of its own. Link building with content? Let me explain the reasoning behind this.
If you could write articles that attracted keyword-rich, natural links from around the web, then the long term trade-off was potentially better than ranking for a relatively uncompetitive key phrase (let’s be realistic, no single content page can take competitive rankings without links). If you could create a useful article or report and make webmasters go: "This is useful. I am going to link to that article, because my visitors will find it extremely useful as well," then you won the game. Links came naturally. Page rank went up.
This created a new mantra. You’ve read it many times and it seems like a broken record by now: "provide quality, fresh, relevant content to readers."
This is the model many "socialized, facebooked, web 2.0 markers" follow. You can check Sphinn to see it in action.
I am not saying it doesn’t work. It does and it works well, but there are few ingredients no one ever mentions, without which your search engine copy writing efforts will go to waste. In this article we’ll help you identify those ingredients and address them before many lost, unproductive hours of writing and commenting on blogs make you go "WTF?!"
Did you ever see a clueless TV-news-lady stare at the screen, reading off the running script: "Authorities have reported they are looking into the issue. " or "Officials say everything is OK" or "The head of this department says……," and so forth.
If you observe mainstream media carefully, you’ll see it’s nothing more than a public relations office for the official line of events, where the world "official" is the bottom truth in all issues. Of course in reality its 180 degrees around (you figure), but we can learn one thing:
People buy authority. Authority can outright lie, but as long as it has that "authority" sign attached to it, people will generally listen.
This is what’s missing from your work.
You’re not a recognized authority.
I’m not saying you should lie like politicians, but if you are established as an authority:
More people will listen.
You can sometimes get away with lower quality articles, without losing status. (think Seth Godin).
People will voluntarily link to great posts, something much harder to do without authority.
And this is what you’re after – links… so your website ranks better on search results.
The rest of this article will help you work on establishing your authority, but first, let me give you a list of a few examples of people who came out of nowhere, dug holes in the ground and put concrete poles in those holes with signs that say: "I am an absolute authority in my field."
If you want to become an authority in your field, you have to have passion for what you do. If there’s no passion, none of that burning feeling inside your chest, than I have bad news for you. You will never become an authority.
You might manage to simulate one, take a few steps towards it and even achieve some heights, but unless there’s a desire to always go the next level and be the best, for your own sake, then you won’t get far. It’s true for everything in life. Talk to the icons in all the fields. They all share one thing. They’re in love with what they do. They can eat, breathe, and sleep their jobs, and never get tired of it. For someone with that kind of passion, in fact, it’s not just a job anymore; it’s their life.
If you have these kinds of feelings about your work, then congratulations – you’re one of the lucky souls who are so passionate about what they do, they can marry it.
If you’re hesitating at the moment, if you’re trying to come up with "why I like what I do," trying to think of all the good things, then you must stop. You’re obviously not passionate about your work if you have to come up with reasons why you’re passionate. Passion is like love. If you love, you know. There’s no need for explanation and logic. It’s a gut feeling, through all your senses.
"The moment you are asking am I happy, you’re not" – Krishna Murti
So if you’re not passionate about it, then consider changing your course. Sometimes you’ll need to shift 60 degrees or even 270 degrees. You only have — what? – 30, 40, 50 years left? Think of all the days you hesitated to take that shot. Another day was lost today…
Don’t sing the same song
If I walk into a concert hall where the orchestra is playing Mozart and start singing and playing the exact same tune, how many people will notice me? In all likelihood, no one.
What if I grab a mic and start rapping 2pac. How much attention will I get?
Don’t sing the same old song over again. If you read blogs and web sites, that’s what 95 percent of people do. They read and they repeat what they read in their articles. They do what everyone does and then write about what they did, which is what everyone does. It’s a repeater’s process.
Let’s look at the great ones and see why they became great.
We’ll start with Henry Ford. He didn’t sing the same song. He was a dreamer and dared to disagree, showing a middle finger to criticism. He came up with the idea for the assembly line, completely changing how cars were built. Not only did this technique revolutionize the auto industry, it spread to others, bringing mass production to industries once dominated by craftsmen, and bringing down the prices of goods for everyone. The rest is history.
How about Thomas Edison? There’s an inventor whose genius literally lit the lanterns of the world.
What I ask of you is to stop looking at those people like they’re higher than you. They’re made of the same matter as you and me. They had the same fears and insecurities. They overcome those. You have to, too.
Write something that no one else has thought of. Offer a view from a completely different perspective. Ditch the rules. You didn’t make the rules yourself, so why should you follow them?
Be extra double good
In newspeak, extra-double-good means fabulous. George Orwell was extra-double-good. He did what I spoke of above – he sang his own tune.
Singing your own tune, though one of the ingredients to getting a load of links, is not enough. You ought to be the most memorable voice who sings that tune, because if the tune is good, there will always be repeaters, and some can be very good, even better than you. So you must be the one to set the standards.
Make whatever it is you’re creating the best. Here are a few great examples:
Search Engine Ranking Factors – seomoz.com
101 Link Building Tips – seobook.com
Link Value Factors – wiep.net
It takes a lot of time and effort, but once you’ve done it, prepare your Google Webmaster "Links" section to do a dance.
In his book "Think and Grow Rich," Napoleon Hill talks of the Master Mind group. This is a group with which you connect to achieve your goals and this is the group that thinks in the same direction, applying knowledge that you don’t have. The combined knowledge of all individuals in the "Master Mind" group makes the final goal possible.
…. a group of brains coordinated (or connected) in a spirit of harmony, will provide more thought-energy than a single brain, just as a group of electric batteries will provide more energy than a single battery.
Through this metaphor it becomes immediately obvious that the Master Mind principle holds the secret of the POWER wielded by men who surround themselves with other men of brains.
There follows, now, another statement which will lead still nearer to an understanding of the psychic phase of the Master Mind principle: When a group of individual brains are coordinated and function in Harmony, the increased energy created through that alliance, becomes available to every individual brain in the group.
Surround yourself with people of brains who work in your field. Talk to them. Partner with them. Make friends. It will help you become an expert and authority.
Another important statement worth remembering, I cannot recall who said it: "Once you surround yourself with successful people, their thoughts permeate your mind, causing you to think alike." This is related to the "birds of a feather, flock together" analogy. If you hang around successful and bright people, you become like them. If you chill with lazy and unmotivated people, their habits partially pass on to you.
So what does this have to do with search engine copy writing and link building? Network with the most successful people in your industry. Shoot for the highest and learn from them. Make friends and build relationships. Their wisdom will teach you, and when you create that masterpiece article, tip them. With the authority and reach, your article will get thousands of dollars worth of free publicity and plenty of natural, keyword-rich links from high quality websites. This is every SEO’s dream.