SEO Writing: A Problem I Struggle with When Writing SEO Content; Do You?
For the most part, writing SEO content comes pretty easily to me. But, there is one area I’ve constantly struggled with over the years. It’s writing attention-getting headlines.
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Why Headlines are Important in SEO Writing
Of course, headlines are one of the most important part – some internet marketing experts say THE most important part — of writing SEO articles, blog posts, web content, etc. I agree because usually, if the headline doesn’t grab the attention of the reader, then it’s highly unlikely that they’re going to click on the post/article.
For my own blog posts and web content, usually I can craft a decent headline, because I know my audience. Hence, I have a pretty good idea of what they want to know about and how to write a headline that will get them to open a newsletter or click on a blog post.
Following are some of the types of headlines I’ve had success with.
Headline Writing Techniques That I’ve Found to be Effective
Some of my most opened newsletters and most frequented web pages center around:
Marketing: As in, how to land more SEO writing jobs. Most freelancers struggle with marketing, so this is no surprise.
Example Post: Get High-Paying Freelance Writing Jobs: 4 Keys to Marketing for — and Landing — High-Paying Clients
Success Stories: Who doesn’t love a good success story. I know I do! It gives you a “if they can do it, so can I” feeling.
Example Post: An SEO Writer Has Her First $1,000 Day with $10,000 More in Work Already Lined Up – Here’s How She Did It
Failure Stories: I think these stories are as popular because they show the “human” side of being an online entrepreneur. Everything you try is not going be a success. And as an aside, I think this is where a lot of online marketers go wrong because they only share their successes.
Failures humanize you – and instills trust. Readers think, “Well, if it happened to her, then I’m not an idiot or a failure. Even SHE had problems.” The difference between successful freelancers/online entrepreneurs and those who give up though is what you do with “failure.”
Example Post: An Ebook Publishing Failure Story: My Quest to Publish 50 Ebooks on Amazon This Year
Case Studies: Case studies clearly illustrate how a product/service solved a person’s problem. It’s not a direct sales pitch (although it is designed to sell something, obviously, as all marketing is). But, case studies personalize the product/service — they bring them down to a “one person / one instance” scenario.
Readers/prospects think, “If this product/service can do that for him/her, then maybe it can for me too.”
Example Post: SEO Writing: The Case Study of SEO Mary Continued (Note: Read all posts in the SEO Mary series and forgive the design of the site where some of the posts appear. Some are in InkwellEditorial.com’s old web design, which haven’t been migrated over yet).
Stats/Numbers/Dollar Amounts: I think mentioning numbers in posts peaks curiosity more than anything. It’s like, “Really, 7 out of 10 believe that; or 2 out of three charge that; or he’s charging $100/article and I’m still slaving away for $5 per article). Numbers tell a story – immediately – and that’s why I think they’re so effective.
Example post: SEO Copywriting Rates: One Writer Reveals How He Got to the $100/Article Mark and I Give You 6 Tips on How You Can Too!
As I mentioned above, I know my audience – because they tend to be a vocal bunch who tell me what they want to know about. Then, I come up with a headline that is benefits-oriented in order to get them to read a post/newsletter/web article.
SEO Writers: A Key Element to Keep in Mind when Writing Headlines for Client Copy
The above is the same process that should be applied when writing client copy. If you know you’re your client’s website is, visit it to see the BENEFITS their product/service offers.
THEN, write headline copy based on one of those, incorporating the keywords/keyword phrases of course.
Note: As an SEO writer, you won’t always know who the end client is because sometimes you’ll be working with an internet marketing firm, for example, who hires you to write copy for THEIR client. This means that usually you’ll be working with just a set of keywords.
When this happens, just always remember to craft benefits-oriented headlines, and incorporate some of the following words in the section below. Note: The following was taken from the February 2, 2012 edition of Bob Bly’s Direct Response Letter.
In case you don’t know, Bob is one of the most successful direct response copywriters in the business, commanding thousands of dollars to write simple 1-2 page sales letters, for example.
How to Write Effective Headlines: Words that Work!
Here are some words and phrases that, according to advertising great Ted Nicholas, work especially well in headlines:
Announcing … Secrets of … Facts you … Advice to … Protect … Do you … Yes … Love … Hate … How much … How would you … Only … Free … You … How to … New … Now … Amazing … Breakthroughs … At last … Life … Discover … Bargains … Sale … Free.
Source: “Success in the Sun,” Ted Nicholas seminar, Tampa, FL.
I realize that writing effective headlines is an ongoing education. It’s why I read content from folks like Bob’s, as well as the copywriting experts at Copyblogger, et al. After all, if you want to be good at something, study the greats.
How about you? What “weaknesses” do you experience as an SEO writer? And, what have you done/are doing to overcome them? Please share in the comments section below.
Have a great rest of the week.
Start your SEO writing career today!
Yuwanda
P.S.: In One Week, Train for a Career That Allows You to Earn Enough to REALLY Quit Your Day Job: Get SEO Copywriting Training Today.
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The weaknesses I face is producing content fast enough. For example, if I get an order for a subject I am less familiar with (e.g. cosmestics), it takes me much longer to research and write than a topic I know well (e.g. Microsoft Excel training).
The other weakness I have is letting clients talk me down in price. There’s one particular client I have that’s on their third order now. I think I need to get better clients elsewhere so I can resign this client. Or failing that, outsource it and simply take a small profit.
@Tom:
RE researching topics you dont’ know about, you’ll get better/quicker as you gain more experience.
As for clients talking you down in price, set a bottom line you won’t go below. This will make it easier to say “No” to clients who constantly haggle on price. Sometimes, you’ll lose out on a job, but be prepared for that — and accept it. Usually though, you’ll feel good about your decision b/c when you take a job you feel you should be getting paid more for, it’s no fun working on it. And, life is too short to be miserable.
Good luck, and continued success.