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July 29, 2019 By Kylie Saunder Leave a Comment

6 Tips To Review A Blog Or Website Draft

If you’ve hired an SEO copywriter to write online content like a website or blog, you’ll need to review it.

For the last decade or so I’ve been writing online content for small businesses, corporations and start-ups.

Over the last few months, I’ve discovered that for some clients ‘reviewing the content and making amends’ isn’t always that easy.

These 6 tips will help you easily review the first and second drafts of your online content…

Step 1: Know who your audience is

As part of the copywriting process, you’ll have been provided with a detailed copywriting brief to complete. Part of this detail will include information about who your audience is.

This is sometimes called ‘personas’, ‘avatars’ or your ‘ideal client/patient’.

As you start reading the first draft of your blog or website content, have that audience at top of mind and ask yourself the following questions:

‘Will this appeal to their basic desires, needs and wants?’
‘Is the content written in a tone of voice that will immediately make the reader think it’s directed to them?’

Step 2: Are the headlines and sub-headlines engaging?

When you’re reading through the first draft, you need to check whether the headlines and sub-headlines are targeting the keywords, phrases and your audience’s needs.

If the blog topic is ‘Adult Teeth Straightening’ the headline needs to make an impact. Options could include:

‘The Best Adult Teeth Straightening in Melbourne’
‘How to Straighten Adult Teeth Without Needing to Wear Braces’
‘Adult Teeth Straightening Options That Won’t break your budget’

The sub-headlines need to relate to the headline and should focus on features and benefits of your product or service. They also need to address your audience’s fears, desires and needs.

Step 3: Use bullet points to break up the content

As you’re reviewing the first draft of your blog or website, it’s good to remember that online content is not only read on a large computer screen. It will also be read on tablets, smart phones and laptops.

Online content is easier to read when blocks of content are broken up with white space and bullet or numbered points.

Step 4: Check for SEO keywords and phrases

When you hire an SEO copywriter your content should include your top SEO keywords and phrases that relate to your target audience and the topic they’re writing about.

As you read the first draft of your content, have the list of SEO keywords and phrases at hand and make sure they’ve been included. It’s a good idea to read the content out loud to ensure the keywords and phrases aren’t just being used to ‘keyword load’ the content.

If a keyword phrase is ‘anti-wrinkle injections near me’ you need to check whether the sentence makes sense:

This sentence is clunky and awkward, ‘anti-wrinkle injections near me include our Clinic XYZ’
This sentence makes more sense, ‘To find the best anti-wrinkle injections near me we invite you to come to Clinic XYZ’s open day…’

Step 5: Check that clear call to actions (CTA) are included

All online content must have a clear call to action woven throughout it. Examples of call to actions include:

Request an appointment
Make a booking / Book here
Email or call us today
Learn more / Find out more

Step 6: Check the tone of voice

As you’re reading through the first draft of your online content, ask yourself whether the tone of voice your SEO copywriter has used is appropriate. This should have been covered off in your copywriting brief where you’ve nominated what tone of voice best reflects your business.

Tone of voice examples include:

Friendly and conversational
Informative and engaging
Upbeat and positive
Professional and friendly
Authoritative
Caring
Serious and trustworthy

The tone of voice that best suits your business will be determined by the type of industry you’re in and the personality of the team. An upbeat and funny tone of voice won’t be suitable for a medical clinic, while a professional and serious tone of voice won’t be appropriate for a hipster cafe.

Need help with your online content creation? I’m an SEO freelance copywriter specialising in writing blogs and websites. Recent clients include:

Technology companies
Dentists & Orthodontists
Doctors
Psychiatrists & Psychologists
Plastic & Cosmetic Surgeons

Contact me kylie(at)kyliesaunder.com for a 15 minute no-obligation chat.

February 21, 2019 By Kylie Saunder Leave a Comment

How Volunteer Work Makes Me a Better SEO Copywriter

What do you type into Google Search when you’re searching for a freelance copywriter?

If you need website copywriting done, you may search for “freelance website copywriter” and a location.

You could also search for “SEO copywriter” and then add in a speciality like “SEO medical and health copywriter”.

If you’ve never hired or worked with a freelance copywriter before it can be overwhelming as you scroll through search results.

After a while the website images and content start to blur into one another, making it hard to know which freelance copywriter is the best fit for your project.

Most content creators and copywriters should have the following skills:

An ability to write for the web (sometimes called SEO copywriting)
Strong grammar, spelling and punctuation skills
A high level of competence in using your business tone of voice in a way that appeals to your target audience
An ability to write unique, fresh compelling content that is different to your competitors.

Once you’ve narrowed down the field of freelance copywriters, it’s time to use the age-old marketing “point of difference/unique selling proposition” tool.

When I first started out as a freelance copywriter over 10 years ago, my website copy was pretty similar to other copywriters.

And while it attracted enquiries that converted to paying clients, I never felt like my prospective clients knew me.

But all this changed when I began volunteer work as a Seeing Eye Dogs Australia puppy carer!

*My current & 6th Seeing Eye puppy: Merrick*

A few months after our pet dog died at the grand old age of 16, my husband and I really wanted another dog.

Soon after I noticed a local newspaper ad; “temporary puppy carers needed urgently”.

An opportunity to care for, train and socialise a gorgeous Labrador or Golden Retriever puppy – yes please!

Fast forward through the application process, interview, police checks and working with children checks and our first Seeing Eye Dog puppy arrived.

An 8-week old golden Labrador puppy named Jay was presented to us with a ‘puppy carer manual’.

The 3 lessons I’ve learned from puppy caring that I use in my freelance copywriting business

Lesson#1: being a puppy carer has helped me connect with my community

I love running my freelance copywriting business from a home office. Before I became a volunteer puppy carer though, there were days during the week when I didn’t get out of the house.

It’s well known that feelings of isolation and a lack of connection can quickly snowball into stress and feelings of overwhelm. Which, as an aside, is one of the major motivators behind Bek Lambert creating the Freelance Jungle in 2010.

In November 2018 the Australian Loneliness Report found 1 in 4 Australian adults reported they felt lonely. Lifeline Australia states, “Everyone feels lonely from time to time, but long periods of loneliness or social isolation can have a negative impact on your physical, mental and social health.”

As part of my puppy caring volunteer work, I need to train and socialise each puppy. For the last 6 years, I’ve spoken to, met and made more friends and associates in my community and neighbourhood than ever before. A ‘quick trip’ to the shops that would have taken me 10 minutes now takes double that.

From being asked questions about how the puppy is going, to how to get involved and start puppy caring themselves.

Wherever I go, my puppy in their training jacket is with me:

The supermarket, cafes, restaurants and shopping malls
Movies, AFL games, Australian Open and comedy shows
Visit relatives in hospital and aged care homes

Lesson#2 : being a puppy carer has improved my copywriting

As a freelance SEO copywriter, my work requires me to write fresh, compelling content that Google will love and people will read. Part of this process involves knowing what my client wants and writing this in a way that attracts their target audience.

Puppy caring requires:

A great deal of patience
Looking for physical cues from the puppy
Noticing what’s going on in the immediate environment
Empathy and care by putting myself into the puppy’s paws to understand what they’re feeling

This translates into my copywriting work and has made me a stronger writer.

Lesson#3 : being a puppy carer has helped me practice mindfulness

Training a puppy is fun filled and full of laughs. From the puppy finally remembering how to ‘sit’ and ‘stay’ in all environments to when they guide you calmly up the stairs at the local shops.

I’ve learned that staying in the present moment while training the puppy is a big key to success. When my attention and focus is on teaching the puppy and helping it learn, the training goes smoothly and is fun. If my attention wavers, the puppy knows and won’t be as focused on listening to commands and obeying hand signals.

This is just like my freelance copywriting process. Staying in the present moment as I write content for clients helps my creative process flow effortlessly.

But if my browser has too many tabs open, my creative process feels like I’ve got gumboots on walking in mud.

Volunteering as a puppy carer has not only helped me build a better freelance copywriting business, it’s helped me personally.

As an introvert, I’m now more confident talking to total strangers, I’ve made new friends and have formed strong bonds with other puppy carers.

Like to work with me as a freelance SEO copywriter? Email me here.

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.