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What you write must be in line with what readers are looking for.
The algorithms that determine what the user finds use text-based content. For example, if you sell blue-light-blocking glasses designed for gaming, your primary keywords can include "gaming glasses", "blue light blocking glasses for gaming", "glasses that reduce eye strain", "best gaming glasses."
Take your possible keywords and use an online keyword tool to test them. Look for keywords that have high search volume and low-to-medium competition.
Include one to three keywords throughout your content, including title, headline, intro paragraph, closing paragraph, and photo captions.
Most copywriters run out of obvious keywords to cover in new content. To get more ideas, use Content Gap Analysis or HubSpot's Free Search Insights Report template.
You'll be left with all the lists of potential keywords you've not covered yet.
Use a headline analyzer to optimize your headline for search. You can use a free tool to help you write a catchy headline based on your keyword. Then test the variations until you find one with the highest score.
Secondary keywords reinforce search optimisation and catch more people's attention.
Start by typing your keyword into the Google search bar, then look what auto-complete terms pop up. Include the secondary keywords in your writing where it makes logical sense.
At the bottom of the Google search results page, you will find a "people also ask" section.
Try and find your keywords and treat the relevant questions as you do content gaps and secondary keywords.
You can increase engagement by using technical and tonal systems for your writing.
The AAP method consists of:
Research shows that readers will skim pages in a shape that looks like an "F".
They will read the entire top line or two, and then they'll begin skimming just the left-hand side of the page. Sectional breaks with new headlines can reset the F shape.
By combining the art of using voice and tone and using the science of SEO-optimised copywriting, every piece of content you write will effectively communicate with your readers.
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