Aug 262010

SEO Copywriting Tips: How to Write Quality Content for Any Industry

Posted by admin | 8 comments

As a boutique internet marketing firm, AudetteMedia does not specialize in a particular industry vertical.  So over the last few years I’ve found myself needing to wear the “expert hat” in a variety of areas from woodworking and vitamins to pet insurance, motorcycle parts and kids outdoor sports.

Content is King, as they say in SEO. And more and more these days, that content needs to be top quality. But how do you write highly relevant, spot-on content, whether it’s a blog article, a product page, or a PPC ad, for an industry you’re just beginning to learn about?

Here are three SEO copywriting tips on how to write first-rate, SEO and user-friendly content for any industry:

1. Google It: Never heard of a pocket hole jig? Not sure what makes a sleep vitamin special compared to others?  Just start off by Googling the term you are going to write about. Immerse yourself with what others have written. Don’t plagiarize; just capture the gist and jot down some notes on repeated themes you see being written.

You should be able to describe the subject in brief that you are talking about and know a few key points you’ll want to hit in your content at the end of this task.

2. Read Reviews: You’re going to want to speak the lingo of whatever industry you are writing about. A great way to get some insight into “insider” terms is to read reviews of products that are related to what you are writing about. Let’s say you have to write 250 words on a bench vise. Find a site where customers are reviewing various bench vises and mine them for terms and features you can incorporate into your copy.

3. Keyword Research: Just before you dive into writing, use Google’s Wonder Wheel to see what terms people are searching for that are related to the main term you are writing about. For instance, if you are writing about cigarillos and search for that term using the Wonder Wheel, you’ll get some good ideas for terms to include in the content:

You can also use other keyword research tools, like the Google AdWords keyword research tool, to get a sense of the search volume for these and other related terms.

Through your keyword research, choose 1-3 keyword terms in addition to the main term you are writing about to include in your content. Then fire away!

So how do YOU write high quality SEO copy for your clients? Add your ideas to the comment section below.


8 Responses to "SEO Copywriting Tips: How to Write Quality Content for Any Industry"
Dave Howkins says:
I'm a copywriter too, and it can be a real lottery with the clients that I have to right for. I recently completed a website for a law firm, so research was essential. Check your copy for factual accuracy and relevance. Also, ensure anything you refer to is current and appropriate too. So, in short, look around and do your research. After that, all the SEO requirements can be hung on this framework.
GREAT post! Thanks for writing it! One thing that makes copy creation easier for me is a 60-minute phone chat with the client. Email interviews are OK - but it's harder to ask questions like, "Can you clarify that last statement" and get a good answer. With a phone interview, you can ask questions like, "Pretend I'm your prospect, what would you say to me?" and "Let's talk about your main core benefit - how does what you offer help your clients?" Many times, clients are so passionate about what they do that they practically write the article for you - it's just a case of getting them to open up and talk about their business. :) Thanks again! :)
Adam Audette says:
Those are great points, Heather. I really like the idea of getting on the phone and talking things out, over just relying on email to answer things. As you say, you can get a MUCH different take on a business in person or over the phone. It's great to have you comment here on the blog, Heather. Thanks for stopping by. @Dave - writing for a law firm must take a great deal of accuracy and precision, and I'm sure it's much different than writing for, say, a dental office. That's a very challenging part of writing, and something that Sarah (the author of this post) has mastered IMO. She can write for very technical topics and transition to lifestyle topics and it's all because of her methodical approach.
Stephen Webb says:
As content writing is a frequent task I find myself doing I've found this article extremely useful. The key points regarding Googling content before starting to write it is key to creating quality content. With resources such as Wikipedia freely available, there is now more content than ever to use as a basis for articles. Researching keywords is also a great way to get ideas on how to expand your content. Often you can become stuck in a rut when writing articles, so having a list of related keywords at your side is certainly a great way to expand on your content.
You have some good pointers, but be aware of that the wonderwheel arent as developed in other languages than english.
Great overview, sometimes its best to outsource the writing to someone who has experience in the industry if you are working in a vertical that you do not have time to master. Although this generally means you will be giving away some of your margins.
I've found that you don't always need to be an expert on a particular topic depending on the audience you're writing for. An example would be writing about "chimney balloons" which I did recently. My client didn't want lots of technical content - he wanted to get across the benefits of his product in clear and simple terms which I was able to do after a little research.
Nic says:
I agree with your points , they do really help , but the most important thing is knowing that we write for people not google or other search engine ;) I do not have any more tip to add , just keep it short and on topic , consider who you are writing for [not your customer but the people who are reading it.]

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