SEO, PPC, social media, conversions, analytics, Ecommerce, Email, Extremely Complex! These, as well as other renegade acronyms and jargon terms, are the vocal soufflé of the marketing world today. Some of us understand them – but then, some of us don’t. Make no mistake though, search engine optimisation (SEO) is a science and so is PPC for that matter. You may not be able to predict exact results but a competent professional will always be able to make a projection based on several factors.
That’s all very mathematical as it’s based on numbers, systems and charts – or some such. How then does great on-site content fit in to all of this and how do you know how to best serve your client? Other people can claim whatever they like, but I’m the one typing here (which is the digital equivalent of holding the mic or a Desert Eagle) and I assure you that writing is an art – not a science. There is no perfect formula which will serve you flawlessly in every situation, you have to feel out the needs of both your client and their target market.
As a professional SEO content writer, you can’t wait around for inspiration to hit you either, you have to go out, offer it candy and hog tie it – a good clubbing also goes a long way to ensure best results. This means that having a natural instinct for it is pretty hard to overestimate since you have to act semi-intuitively and you have to do it on a schedule. Certainly there are aspects of science and order to it, after all the English language is your canvas and it has rules. Should you breach these rules you automatically forfeit huge amounts of credibility, and people may randomly come up to you and slap you in the street.
It still amazes me when I see a typo or a grammatical error on a website – it is a fact that a single error of that nature immediately conjures an image of gross incompetence. After all if you can’t communicate properly in your own mother tongue, how could you possibly do anything right? That’s the reaction and no one who expects to make it anywhere within telescopic view of the top can afford to inspire it. These are merely rules though and they’re simple to learn; what we’re talking about here is the ability to inspire readers.
At the end of the day your writing needs to flow fluently and draw your readers in by either being very informative, or interesting and humorous. The most successful ads on TV are the ones that make people laugh and tell their friends about them – this is exactly the same on the net. You have to determine when this is appropriate though, or that accounting firm you were representing might not appreciate it – no one wants a funny accountant.
There are general tips which are always important as guidelines, such as producing unique content which is relevant, catchy, coherent, engaging, stimulating and entertaining. I stipulate again though that writing is an art form which you feel your way through – or else even Pamela Anderson could publish a novel!
ROI combines the science and expertise of SEO, PPC and social marketing with the magnetic properties of content – a partnership which spells victory in any campaign.
