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Use the F-Shaped Method
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.
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The voice and tone of your brand
- The voice is your brand's underlying personality. It stays the same.
- The tone of your brand can change depending on the circumstances, but the voice always underpins it.
By combining the art of using voice and tone and using the science o...
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Establish primary keywords
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", "blu...
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Test your keywords
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...
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Use Content Gap Analysis to find more keywords
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.
- Do a keyword analysis on your competitor's site.
- Then remove the keywords your own ...
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The AAP method to increase engagement
You can increase engagement by using technical and tonal systems for your writing.
The AAP method consists of:
- A - Agree. At the beginning of your writing, confirm to the reader the keyword they search will give them the result they seek.
- P - Prom...
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Use secondary keywords
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.
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Look at the "people also ask" section
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.
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Use the AIDA funnel
- Attention is what the headline is for. Techniques for grabbing attention include FOMO statements, personalization, special offers.
- Interest. Use personal stories, statistics, acknowledge pain points.
- Desire. It conveys the be...
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MORE LIKE THIS
The Popova Method: How to take notes
- Create a title on top of the page.
- Start building your ideas index: As you're reading, list the topics and ideas that seem to be important and reoccurring. Use short sentences. Use one idea per line.
- Record the pages: Unde...
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