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October 2, 2018 By Kylie Saunder

Voice Search: how to best optimise your website

Have you noticed how many TV and online ads are focusing on smart speakers and voice assistants?

From Google’s Assistant and Home, Amazon’s Alexa and Echo to Apple’s Siri and HomePod to Sonos One.

According to data from the USA, in May 2018 “13% of US households owned a smart speaker in 2017 with a further 53 million devices expected to be shipped in 2018”.

But while you may use Voice Searches on a regular basis in your personal life, “Hey Google, what’s the weather today in Melbourne?” it’s important to consider the impact Voice Search will have on your business and its online ranking.

Kevin Gibbons, Co Founder and CEO of Re:signal in a recent SEM Rush webinar noted,

“The future of search is at an exciting time right now with 50% of searches predicted to be voice by just 2020”.

What is the future of Voice Search?

I’ve been around the SEO world for a while now, and am used to predictions about ‘the next big thing’. But the thing about Voice Search is that it’s here right here, right now.

And if your business isn’t optimising website content for Voice Search, you may be missing out on customers and sales. In the SEM Rush webinar Kevin Gibbons said,

“Today SEO isn’t just about the standard how do you optimize your website for a Google search result (desktop search and mobile)…it’s about thinking much further beyond that.”

He explains the trend is increasing towards mobile apps, featured snippets (which don’t require a click through to your website), voice and virtual/augmented reality – all of which don’t require a website.

Kevin Gibbons continues, “Google’s role has always been to navigate people to the best answer. The SEO role is to be the best answer, irrespective of the platform or device”

This change in the search landscape means that the technical SEO is no longer just about dealing with algorithm updates.

All SEO must also take into account user behaviours, “If customers are searching for things in different ways, we can’t rely on the old ways to attract them.”

When human and search behaviours change it’s crucial that businesses adapt.

Image sourced from SEM Rush Webinar

And because Voice Searches make it easier to ask a question and get an answer, the opportunities for businesses to capitalize from this are amazing.

Kevin Gibbons predicted that with more smart speaker sales happening and the prices dropping, there would be a time when a household has several devices throughout the home.

If you have a business website, it’s important to start refreshing and tweaking your website content so it answers questions your customers are interested in.

From an FAQ page to optimising content for structured Featured Snippets.

Taking the time to do this right now will ensure your business won’t miss out on Voice Search opportunities.

How to optimize your website content for Voice Search

In a recent article from Backlinko Brian Dean notes, “You DON’T need to completely overhaul your site. In fact, you can get your site ready for voice search SEO with a few simple tweaks.”

With research indicating that over 40.7% of Voice Searches coming from Featured Snippets and over 80% of Google Home content from them, “getting in the Featured Snippet is like a voice search cheat code.”

Step 1: Revisit your FAQ page

Compared to desktop results, it’s estimated that voice search results are 1.7 times more likely to come from a FAQ page. And because Google usually answers voice search queries with 29 word results, Brian Dean suggests it’s a good time to create FAQ pages that answer keyword questions in fewer than 30 words.

Step 2: Meet informational needs in the right context

Dawn Anderson, Director of Move It Marketing has several presentations focusing on Voice Search. By understanding differences between informational needs, navigational needs and transactional needs for your business, you can optimise your content for Voice Search.

Dawn Anderson suggests that you keep answers short and get to the point quickly by answering informational needs questions including “Who? What? When? Where? Why?” and are generally:

FAQ’s
Quick Answers
Guides
How to articles

Step 3: Have an understanding of Voice Search guidelines

In December 2017 a Google AI blog released guidelines about Google Assistant and how it evaluates content for question answering, voice interactions and voice-guided exploration.

Google notes, “spoken responses are very different from display results, as what’s on screen needs to be translated into useful speech. Furthermore, the contents of the voice response are sometimes sourced from the web, and in those cases it’s important to provide the user with a link to the original source. While users looking at their mobile device can click through to read the original web page, an eyes free solution presents unique challenges.”

To generate the best audio response while keeping answers fluent, concise and with good grammar, Google Assistant uses a combination of deep learning solutions and linguistic knowledge.

Step 4: How to write good content for Voice Search

Earlier this year, Roger Montii from Search Engine Journal noted, “You probably shouldn’t write your content especially for voice search. But understanding the kinds of content that couldn’t be summarized may help avoid not having your content summarized and ranked.” He explains that there are 4 kinds of features that make content difficult to summarized for Voice Search including:

1. Content with quotes

2. Content with too many commas

3. Content with nothing to remove

4. Content which has important contexts of events in it

While there is no ‘secret technique’ to writing content specifically for Voice Searches, Roger Montii suggests that you check that a good place to start is to check the content sounds natural when it’s read aloud.

SEO copywriting tips: how to write content using natural language

There’s a lot of information around about how to write content using language for Voice Searches. Natural Language Processing (NLP) is one of the latest ways that can help content writers and SEO copywriters streamline their process. Natural Language Generation is another tool that can be used to create content for Voice Searches.

But what if your business can’t get access to or afford these types of tools and programs?

I believe that when writing content creation for Voice Search the basics of online content writing must still be at top of mind:

1. Who is going to search for the content?

2. What issue/s will prompt them to search for it?

3. Does the content address a fear, desire, hope or dream?

4. Does the content have a clear call to action?

5. What benefit will they get from the content?

6. Is the content unique and/or different to your competitors?

Need help with optimising your content for Voice Search? Contact me here.

February 21, 2017 By Kylie Saunder Leave a Comment

Don’t ask friends to help with your SEO copywriting

Asking a friend for help with SEO copywriting isn’t always a good idea.

You’ve been friends for years and grew up a few streets away from each other.

For as long as you can remember you’ve shared laughs, celebrated wins and supported each other’s careers.

So when your website is well overdue for a design and content update, they’re the first person you thing of.

After all, they’ve always loved writing and in their corporate job, they hang around copywriters and SEO experts all day!

SEO website copywriting Melbourne

Over a few Friday night drinks, you tell your friend the exciting news that your website is going to launch – in 3 months time.

“So I’d love it if you could help me out with SEO copywriting…of course I’ll pay you for your time…I know you love writing and you know me so well that I’m not sure anyone else would be able to do it!”

It’s now 2 weeks since you asked your friend if they could help you out – and you haven’t heard anything.

You know they’ve been busy at work and their mother’s been in hospital. So you call them…

“…Hi, is there anything you need from me to get started on my website copywriting?”

…”No, it’s all good…really sorry for delay, should have some sketchy ideas to you soon. Email me the website template you’ve chosen and I’ll look at it over weekend…”

You email it off, feel confident they’ve got it all under control.

Another week passes and nothing.

Deep down your friend wants to help you out with your website copywriting. They love writing and helped you write the eulogy for your grandmother’s funeral and gave a speech at your wedding.

But here’s the thing – it’s just not a priority for them now!

They value your friendship and enjoy hanging out with you but by the time they get home they’re too exhausted to look at your website SEO copywriting project.

Every week I get contacted by people who have been ‘waiting for my friend to complete my website design and content…”

And after months of ‘waiting for their friend’, they start to search for SEO copywriter, SEO website design and creation.

Because they’ve realised that to get their website copywriting completed in the time frame they desire, they’d better hire a professional SEO copywriter.

Yep, you may ‘bang up some content’ as you wait for your friend to ‘get their act together’. Telling yourself that they’ll be able to ‘freshen it up when they’ve got time’.

But in my 8 years of SEO copywriting experience, I know that this ‘banged up content’ usually stays there for a long, long time.

So what should you look out for when searching for an SEO copywriter for your website?

Do their website and social media pages makes you feel like clicking through to find out more?
Are they professional when they respond to your initial phone* or email contact?
Have they got testimonials, brand logos or other evidence of work they’ve done you can look at?

*It’s important to note that many copywriters (myself included) don’t have their phone contact details on their website? We’re busy writing and usually only have our phones on for a limited amount of time a day.

When you’re speaking with the copywriter, make sure you have the following information on hand so they can write you a detailed proposal with timelines:

your budget,
your SEO keyword research (if you don’t have this an SEO copywriter can help you)
wireframe details from website developer and designer

If you want your website SEO copywriting done with the least amount of fuss and bother (and without jeopardising your friendship) hire a professional!

February 10, 2017 By Kylie Saunder Leave a Comment

SEO Website Copywriting Tip

Are you going to write your own website copy?

Or maybe you’re searching for an SEO copywriter to craft website content that stands out from the crowd?

As a business owner, you know that a well written website will help drive your business growth. But you also know that the best websites:

Have the perfect mix of keywords and easy to read content – they’re search engine friendly and engaging, and
Are well designed – easy to navigate while being easy to read on any device

So you do what we all do, you head straight to your competitors websites!

Image via StockSnap

If you’re going to work with an SEO copywriter, it’s good to have this research done for their copywriting brief.

But over the last 8 years of copywriting online content, this is what I’ve noticed.

If you spend too much time looking at your local and international competitor’s websites, you’ll enter the ‘comparison vortex’.

You need to check out what’s happening around you – but too much time and energy researching your competitors isn’t a good idea.

Mark Twain said, “Comparison is the death of joy”.

But there is an alternative to lying on the couch, watching Netflix and eating tubs of Maggie Beer ice cream because ‘everyone else is so much better!’

I advise my SEO copywriting clients to use these guidelines when researching their competition.

1 Look but don’t judge

It’s time to start thinking like Harvey Specter (SUITS).

Stick to the facts and leave all your emotion out of it.

Write down what you like, you don’t like and why. You’re doing this exercise to figure out what content you’d like on your website – not to kick yourself in the butt and get stomach cramps.

2 Step out of your industry

I often ask my copywriting clients about the websites, social media influencers and authors they like outside their of industry.

Because when you step out of your industry, you’ll notice things you can tweak and adopt for you website content.

Your website visitors need to know that they’re in the right place or they’ll click away. Using similar language, images and style to your competition may confuse them.

A good SEO copywriter will draw out your point of difference and effectively show your visitors who you are and how you can help them.

October 11, 2016 By Kylie Saunder

How to choose the best training for your business

Essential things you need to consider before you invest in more business training

It’s 7.28 pm and you’re splayed out on the couch.

And as you wait for your favorite reality TV show to begin, you scroll through your social media feed.

There it is…again…

The course you’ve been one foot in, one foot out for a few weeks – and the early bird offer ends in 1-day.

The price suits your budget – and you’ve seen people you’re connected to sign up for it.

So what should you do?

I’m not your business coach or course advisor, but I’ve got some insights into how to choose business training courses – I hope they help you.

Hi, my name is Kylie and I’m ‘addicted’ to learning.

From Anthony Robbins ‘Unleash the Power Within’ self-development weekend (complete with firewalking) 20+ years ago to voraciously reading business and self-development books.

I love learning, reading, enrolling in online courses and attending live events.

But here’s what I know for sure…

Never buy or enroll in a course or buy a conference ticket on a whim.

If you’re hovering over the ‘purchase now’ button for that $47 e-course at 10pm – pause for a moment.

November 26, 2015 By Kylie Saunder Leave a Comment

Read this if you’re feeling burned out

Feeling burned out in your business?

From the outside looking in, you’ve got your sh*t together.

But inside you’re feeling bone tired, cranky, irritable, mentally exhausted and quite frankly, over everything!

Your holiday’s aren’t due to start for another few weeks, you’ve got deadlines to meet and proposals to pitch.

So what to do?

Here’s some things that have helped me when I’ve felt burned out, I hope they help you too!

November 11, 2015 By Kylie Saunder Leave a Comment

3 Ways An Awesome Copywriter Adds Value

“What’s the deal with copywriters?”

“I don’t know! I mean it’s not that hard to write online stuff. My admin people have a stab at it, I proof read it, then it’s published – no fuss!”

Yep, I was eavesdropping as I waited from my coffee in a cafe.

A gal and guy in their business suits were having a business meeting over breakfast and because I’m a creative SEO copywriter and digital marketer, my ears instantly pricked up!

As I walked home I imagined myself sitting with them at the table and explaining all the benefits of hiring a copywriter.

And as I pictured their responses to my reasons I realised that there are hidden benefits that a copywriter adds to a business that many people don’t know about.

3 hidden ways a copywriter adds value to your business

October 26, 2015 By Kylie Saunder

Why Comparing Yourself To Others Isn’t All Bad

Heard the online experts say that comparing yourself to others is bad for your self esteem and self belief?

It can be when:

A project you thought was going to start this week has been delayed for another month,
The prospective client with an exciting collaboration has decided to put it on hold, or
An exciting opportunity for your business to expand has stalled.

When you’re having a “ho-hum, nothing feels like it’s working for me or my business” kind of day, comparing yourself to your colleagues and competitors in your industry will only make you feel worse!

If you look back over your search history for your internet browsers and social media accounts, you’ll notice most of the searches you make are within your industry.

When you feel stuck in this mindset, it’s time to clear your cache and shake things up! [Read more…] about Why Comparing Yourself To Others Isn’t All Bad

October 14, 2015 By Kylie Saunder

How To Write An Awesome About Page

Know that your “About Page” on your website is one of the most clicked on pages, but not sure how to write it?

Don’t worry, you’re not alone!

It’s hard to write your own About Page because:

You want to highlight your awesomeness, but you don’t want to sound like you’re bragging,
It’s hard to see your strengths and personality traits , because you’re too close to yourself, and
It takes a decent chunk of time to look over your experience, skills, employment history, challenges and triumphs.

I love helping clients create About pages that shine online!

An About page that shines online will:

Have your ideal client or customer saying to themselves, “Finally I’ve found the right person to work with!”
Elevate you above the online noise, and
Shine a light on your loveable quirks, your strengths and talents.

Here are some strategies to use when you’re writing your About Page.

May 28, 2015 By Kylie Saunder

Stuck writing your website content?

If you feel stuck as you’re trying to write your website content, you’re not alone!

You could be in the middle of launching a new website, rebranding your current one or simply updating some content.

Here’s 3 reasons why writing your own website content is hard, plus some juicy takeaway tips to get unstuck now!

Reason 1: You’re trying to write your website content all by yourself

If you write online content regularly to promote your business or you’re a professional website copywriter, you may feel reluctant to ask for outside help or advice:

“I’m a good writer and get paid well for it…I should be able to write my own website copy…”

“I’ve been marketing our business online for ages…and I love crafting all our social media posts…”

“I just need to get focused and set aside some quiet time to do this…it’s embarrassing that I haven’t done this yet!”

You’re not alone feeling like this. And yes, it can feel weird asking and paying for a colleague or friend to read over your website content.

But getting someone else to read your content isn’t a signal to the world that you’re a terrible writer!

It’s an investment in your business – a way for you to develop a clearer and stronger online presence. Think of the possibilities.

What if…

A fresh perspective helped you to create website content that reflected your voice, personality and point of difference?
Getting a second opinion and talking about the intentions of your website content with another person jumpstarts new ideas and possibilities?
An outsider view helped your website content to get totally aligned with your ideal clients needs, desires and pain points?

female typing website content sitting cross legged

Reason 2: You find it hard to write website content using your voice

Over the last few years, you’ve probably noticed the marketing buzz around ‘telling your own story’.

Bernadette Jiwa, an amazing marketer and author says, “People don’t buy what you do, they buy how you make them feel. What’s your story?”

But when you’re in the middle of rewriting your website content – your story may be the last thing on your mind!

You’ve got website developers and designers breathing down your neck and waiting for your content. And you’re managing customers, pitching for new business and managing your staff.

But before you think “yep, I know story is pretty important, but I’ll just bang out the basic content and then get back to it…”, take a deep breath and pause.

Pause and remember that the story you’re going to tell isn’t all about you. As Bernadette says, ‘it’s the story of how you create difference for your customers’

Thanks to MarieTV I discovered a fabulous example of a brand that’s telling a story. Marie Forleo discovered Artifact Uprising and was so impressed about how they embraced their customer’s story, that she vlogged about them. This online US based photo book business is a fabulous example of how to weave a story into website content. Head here to watch the episode.

And their About Page is pretty cool too; you can check it out here.

Reason 3: You’re stuck writing your About Page

This can feel like the hardest website page to write by yourself! As you’re sitting there with fingers poised over the keyboard, your mind starts to race.

Your mental checklist may look like this:

1 Remember to write in first person, not third person.

It can feel confusing sometimes trying to work this out, so here’s some examples:

first person…“I’m a massage therapist specialising in deep tissue massage for weekend warriors and desk bound workers…”
third person…”Julie Brown is a massage therapist who specialises in deep tissue massage. Her clients include office workers and people who play sport at weekends.”

(*Hint…first person will always sound more friendly and personal)

2 Provide some personal insights into who I am / who the team is

This seems easy enough to do, but your before you write a few paragraphs about your personal life, favourite foods, theatre shows and drinks on a Friday night, ask yourself…

“What would appeal to my ideal clients and how will this make me stand out from my competitors?”

Here’s a ho-hum example…

“For the last 10 years I’ve worked at big companies as a bookkeeper but now I work for myself from home.”

Here’s a ‘hmmm, they look like they’re pretty awesome’ example…

“I’m a bookkeeper by day but a water polo player at night who loves making strawberry jam…and I’ve even won a few blue ribbons for my delicious jam at the Royal Show!

3 Highlight my point of difference and my strengths

There are two reasons why this is super hard to do:

Reason 1 You’re not used to seeing yourself as others do!

Think about when your barber or hairdresser shows you the back and side of your head with a mirror, just before you leave.

They’re standing there, proudly showing you how amazing your colour and cut looks, but you’re sitting there thinking…

“OMG…how long have I been walking around with uneven ears for…

Why the heck hasn’t anyone told me that my chin does that weirdo thing when I smile…

Oh for goodness sake, I thought this red top looked ok on me…until now!”

Remember, everyone sees you and your awesomeness every day in a way different way to you

Reason 2 You don’t want to sound ‘up yourself’ saying how good you are!

You know that you’re pretty awesome at what you do, but how can you say this without everyone thinking your egotistical?

If you’re a coffee cart owner instead of saying…

“our coffee is the best because our baristas know what they’re doing…”

You could say…

“our customers tell us that our morning coffee helps them wake up and feel like they can take on the day and win!

Everything you do in your business feels so natural and normal that you can’t see your uniqueness. You know your competition so well that you can’t help but compare yourself to them.

Comparison dilutes your ability to write from your heart and soul.

Click To Tweet

If you’re writing your website content comparing yourself to your competition, your mind will fog up and you’ll feel meh!

Some parting takeaways for you before you head back to your website content writing:

remain open to getting another pair of eyes scan your work,
look outside your industry for marketing inspiration, and
always keep your ideal clients at top of mind as you’re writing your website content

Like some help writing your website content?

Email me here and I’ll send you 3 personalised ideas you can use straight away to improve your website content.

May 22, 2015 By Kylie Saunder 1 Comment

Business Addicts Live Event 2015

Business Addicts Live Event – Melbourne, 2015

Last night I went to the first Business Addicts live event held at the Honey Bar, South Melbourne.

The Business Addicts podcast is one of the hottest new Australian business podcasts going around. It’s a collaboration between Loren Bartley from Impactiv8 and Fiona Redding from The Happiness Hunter. As they explain:

“Our podcast is for anyone that is addicted to business. We aim to help you as a fellow Business Addict build a business that supports a life that you love, rather than a business that controls your life!

We achieve this by providing a balance of strategies, tips and tools that will help both feed and manage your business addiction.

We feed your addiction by providing valuable content that will help improve your business and we help manage your addiction by providing equally valuable content that will help you better manage your life so that your business addiction doesn’t spiral out of control!

We have an amazing line up of guests on the show. Our guests will share their stories, provide advice and inspire you to better manage your life as a proud Business Addict.

As self-confessed business addicts, we are not perfect. In fact, we are on a journey of self-improvement ourselves, that’s why we started this podcast in the first place.”

The Business Addict podcast is on my ‘must listen to’ list every week. All of Loren and Fiona’s guests provide in depth details, tips and ‘AHA moments’ and last night we were all treated to some more pearls of wisdom.

The room was filled with friendly and passionate Business Addicts – from small business owners, to corporate workers to stay at home mum’s who are keen to create their own business.

Here’s some of the key take-aways…

James Tuckerman

I’ve seen James Tuckerman speak at a couple of conferences and have always been super impressed with his down to earth and practical approach to business. Plus, he’s just as fabulous in real life – genuine and friendly!

His Businesss Addicts podcast about content hacking can be found here.

James spoke last night about how to create and repurpose amazing online content. Here’s the take-aways:

“The things that work well are blindingly obvious to me. Overthinking it all will never work…remember your target audience doesn’t know as much as you do, so keep it simple.”
“If you’ve got a website that’s asking strangers to marry you on the first date, fix it up.” In other words, your first time visitors need to get to know you and your business before you can ask them to buy!
“Get rid of all the ‘we’s’ from your website and replace it with ‘you’. E.g. we’re the experts in back care and rehabilitation becomes ‘do you suffer from back pain?”
“Know your audience and ask them quality questions, ‘Does this sound familiar? You struggle to get out of bed in the morning because your back seizes up overnight.’
“Always go back to your audience’s situation. What problems do they have? What solutions can you give them?”

David Hobson

I connected with David Hobson on LinkedIn after I listened to the Business Addicts fabulous podcast. Check it out here.

David Hobson is a Melbourne guy and one of the gurus of LinkedIn. He’s also released an amazing online training program for anyone wanting to leverage the power of LinkedIn.

It’s open for registration now – head here to get more details.

David’s as fabulous in real life as he is online. His energy and enthusiasm lit up the Honey Bar as he explained why LinkedIn is the smart way to network and form strategic alliances.

Here’s some of the take-aways:

“If you want to build a strong business network, it makes sense to network face-to-face. But this takes time and energy and you can’t do it every day! And there’s some functions where ‘your people’ aren’t even there. LinkedIn can help you find ‘your people.’
“Most people on LinkedIn have 500+ connections and CEO’s have around 900+ connections. The potential for finding strategic partnerships, employees, opportunities and alliances is amazing.”
“Use LinkedIn as tool for collaboration – this shift in focus will take pressure off having to ‘pitch to people’

If you missed out on last night’s Business Addicts event, there will be more!

Want to make sure you’re kept in the loop? Head here to sign up for the Business Addicts newsletter.