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The Most Important Copywriting Tip That Small Businesses Need to Know
In order to drive visitors to your website, you need to consider what they look for when they use search engines. Knowing what they look for allows you to identify and choose the right copywriting keywords for your small business. The right copywriting keywords can increase the number of visitors to your website and improve your ranking.
Select the Right Copywriting Keywords
While the right keywords are strongly rooted in your industry and business, your competitors and market share equally influence them. Ultimately, this can result in the same group of keywords utilized by a large number of companies.
To overcome the competition for the same keywords, identify gaps in the market. Finding a niche in an otherwise largely competitive market can move you up in the search engine rankings. Here are three steps you can try to find the right keywords:
• Use gap analysis and SWOT (strengths, weaknesses, opportunities, threats) analysis to find keywords you previously ignored.
• Learn how customers and potential customers look for the products, services, or information that you offer.
• Review which keywords your competitors use.
While you don’t want to go overboard and move too far from your core business focus, it’s important to find a balance between common and unique keywords. The keywords you choose greatly affect how search engines view and customers find your website.
Long-Tail Keywords Gaining in Importance in Copywriting
While Copywriting has long been about choosing the right group of short-tail keywords, as users and search engines become more sophisticated, long-tail keywords continue to increase in popularity. Additionally, with so much competition for shorter keywords, longer keywords mean you can focus more closely on your desired customers.
The difference between long-tail keywords and traditional or short-tail keywords is simply their length. Generally, short-tail keywords include no more than three words, while long-tail keywords are longer. In addition, they each offer their own benefits.
Specifically, because short-tail keywords use fewer words they reach a broader audience while long-tail keywords offer much more targeted results. It’s the difference between customers looking for “work boots” and those looking for “men’s steel toe work boots in Atlanta.”
Update Copywriting Keywords Regularly
One of the biggest mistakes you can make is to choose keywords and then never think about them again. The truth is that copywriting keyword research is an ongoing and constantly evolving process, for a couple of reasons.
First, as your business and the market change, you need to re-evaluate your choice of keywords to find those that are more meaningful, strategic, and competitive. Secondly, updating your keywords as well as your page content encourages search engines to crawl your website more often. The goal is to continually find and use the keywords that will drive search engines and customers to your website.
Ultimately, the best keywords for copywriting are those that set your business apart from your competitors. That’s the most important copywriting tip your small business needs to know.