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Top Stories - Entertainment News, Celebrity Gossip, Celebrity. Many agencies continue to believe that SEO writing revolves around one process: inserting keywords into page tags and the body of text itself. This belief remains strong, although it’s 2018 and the quality and relevance of content have more proverbial weight than a few keywords in the title or heading tags. According to a recent Searchmetrics General Ranking Factors study of Google, overall content relevance was more of a ranking factor than word count, or keywords in the text body, description title, or H1 tag. Because agencies are naturally focused on the art of SEO itself, they forget about the art of writing. True success – for search engine rankings, user experience, and the brand overall, whether personal or business – occurs when both the art of SEO and the art of writing are combined. This concept is not as simple as many agencies perceive. Writers are either trained in traditional discipline or the digital discipline. Most agencies have one or the other; find one with both and the proverbial Holy Grail happens. I’ve extensively worked and trained in both disciplines, from spending endless evenings chasing stories as a news reporter back when Google was in its infancy, to cranking out 25 blogs in a week that were part of a keyword-themed strategy for a website. Fast-forward to 2018, and I’ve ghostwritten nearly 500 articles for multiple CEOs and helped build their personal and business brands around keywords that were positive to their respective industries. I’ve also written over 14,000 articles, stories, and product copy for various online publications. Let’s reiterate – SEO is a must for any online writing, especially from a keyword perspective, and correctly mapping those keywords to pages/posts. I’d say “strategically,” but that word needs to go. Strategy is more than just keyword research and fill in the blanks with some content; strategy also needs to imply creation of quality content that is relevant to the audience. Readers can recognize an authoritative voice immediately, and a fake voice even quicker, especially in 2018. This does zilch for conversions or brand awareness, something I’ve learned during nearly two decades of studying both the art of writing and the art of SEO. With that said, here are the top 47 writing tips for any content writer within any type of company, from billion-dollar software designers to local pizza joints. The focus weighs more towards the art of writing itself, which will naturally led to the creation of quality content that search engines demand. Your writing must be found before you’ll have any impact. No matter how intelligent they become, search engine algorithms can’t recognize the best voice in a piece of writing…but if keywords are there, you’ll have the opportunity of being heard. There are thousands of keyword research articles available; research, discover and test what works best for you. Make this process cyclical; I build content calendars out in three-month segments, performing fresh keyword research at the beginning of every cycle. Industries change, and new keywords trend quicker than you’d know. Multiple tools are available to find competitor keywords. Warning: ONLY steal keywords; don’t study the actual writing of your competitors. Once you do that, you sound like them, and struggle to create anything original. Study keywords – not actual content – of your competitors. Always focus on broader terms for you main “parent” pages and longer term for the “child” pages below. To send search engines strong signals of the content’s intent, it’s vital to use your keyword in the following (prioritized of importance): Google pays attention to these, including when awarding featured snippets. So make sure to use target keywords in bold and bullet points when possible. Make sure your target keyword is part of the title tag, ideally toward the front. Don’t simply stuff keywords in after doing the writing. Also, remember that title tags should be about 60 characters, so put as much time into this as your actual content creation. If you’re well prepared with keyword research, have the list of semantically connected keywords in view as you write. Google says it doesn’t use the meta description as a ranking factor. This doesn’t mean you have to drink booze and edit a day (or so) later. As William Zinsser says in “Writing to Learn”: “Only by repeated applications of the process — writing and rewriting and pruning and shaping — can we hammer out clear and simple product.”It’s much easier for a mind to think, and a search engine to read, in chunks, and actually see those chunks coherently. Sometimes those headlines are more important than the words beneath. For the homepage title tag, target three of the most important keywords that describe the business/website. However, if someone is searching for that target keyword or phrase, those words will be bold: Bolding attracts the eyes – and might entice a searcher to click rather than scroll by. But you must create a mood to get words flowing in a natural way that both readers and search engines crave. Most minds naturally want to write in a stream of consciousness style like Jack Kerouac – but this isn’t novel writing; most of us are writing for a business and that business’s success. Make those headlines scream thoughts, and the words shout to support those screams. Meditation works for some; simply riding around in a car or a motorcycle works for others. Set up Word or Google Pages in landscape for the first draft, and write sentence by sentence. My thing personally – when motorcycles are garaged due to snow – is when wifey and child head to sleep and I relax with music and a glass of red (or three). The solution for everyone is simple: worry about writing and get thoughts out before thinking. Don’t write any paragraphs until you do your first rounds of edits. Think short for every sentence – like a 140-character tweet – and embrace short and concise writing. I keep an Amazon Echo Dot next to my desk and use it for quick research. I learned this tip from Charles Euchner, author of “The Elements of Writing”. A muscle grows when it has endless input combined with correlating relaxing points. Again, write daily to work out the writing muscles, followed by some relaxing. This tip comes from Tim Ferriss, author of “The 4-Hour Workweek”. The Wi-Fi may be off, but sometimes you need immediate answers to questions that will nag you. I have an Echo Show, but it doesn’t belong in the office where it can quickly jack your focus due to the video factor. Especially read the writers who simplify everything. Thompson due to his politics or mad lifestyle, but his prose is crisp and simple. This simple practice keeps focus in place and the mind from answering anything that’s not in the mindset of your focus. I read “Fear and Loathing in Las Vegas” in one sitting. Not once, but maybe 10 times when I needed a push into something I couldn’t possibly finish and needed a mind breath. There’s no such thing as inspiration unless you like to talk about writing instead of writing. If you’re business minded, Michael Gerber’s “The E-Myth” is a one-sitting read also. True writers write every day and make it a lifestyle that helps develop the “art.” Practice makes stuff happen, and takes discipline. Words simply flow better and easier after practice and discipline. Nothing happens without the simplicity of practice. For the digital age of “short” writing that makes an impact, read Roy Peter Clark’s “How to Write Short”. For traditional writing, read William Zinsser’s “On Writing Well”. This article is based on notes I took while flying over the Atlantic Ocean en route to Valencia, Spain. Flying is a great time for thinking and using longhand. Plus, it keeps your mind off the snoring passenger next to you. Think 80/20 – let others talk 80 percent of the time , and talk the other 20 percent of the time. Write in longhand in cabs, buses, middle of meetings, etc. The more you learn, the more you can provide readers (possible prospects in business), regardless of your industry. Your writing will thank you one day (and so will the clients you write for). That’s how to set yourself apart from the zillions of other content writers out there. Try it, and revisit those notes before typing anything. For some people, the pressure of a deadline forces the creativity out of you. To truly master the craft of the written word, embrace writing that makes you happy – regardless if it’ll make you money. Take notes daily of things that make you question intent, such as a “For Sale” sign I say that said “Blue Ball Living Has It All.” Short writing provides inspiration (regardless of how absurd sometimes! If this is true for you, have project managers bump up your due dates. I do this with my teams by sometimes as far ahead as four weeks. Ask the 5Ws – who, what, when, where, why – and, most importantly, how. Not only will this present clutter to the reader, but search engines can see this as spammy and keyword stuffed. Always ask what’s the problem and how do I clearly provide a solution to that problem. This will help keep your voice trustworthy and authoritative, keeping search engines and readers happy. Also try to appeal to other senses, such as smell, sound, touch, and taste. Try to appeal to all five senses in every piece of content you create. Provide input from aerial views, up close, in the middle of it all, and behind the scenes. Let your audience experience the moment, and not just read about it. Write all headlines first (remember to use target keywords in them), and fill in each portion. This works if you’re writing a 2,500-word piece on the craft of writing, or a 750-piece for a client discussing technical aspects of a product. Knowing where your content is leading will keep your writing focus sharp, and will help you more often achieve the ultimate goal of most online writing – a conversion. Misspell a name and the article immediately loses credibility. I always block a few hours every morning for my most serious writing. Craft your content with sloppy grammar, and the article loses credibility. If you think clearer in longhand, carry a small tablet for jotting down ideas over using your phone. After you’ve checked for spelling and grammar errors, check again. This goes for every single paragraph, especially for the first paragraph and meta description. Some forms of music will bring drastically different emotions out on the page before you’d realize it, so the more the better. Moleskin tablets are my favorite because they are thin and fit into books, which I always have with me when traveling. Without credibility, you’ll lose any chance of capturing an audience’s attention. You want to immediately grab the reader’s attention, and keep that attention. While writing this, I went from Coltrane to Infected Mushroom to Hendrix to SRV to G n’ R to Breaking Benjamin to Chopin. There’s only so much marginal space within a book for ideas; a tablet takes care of this and keeps you off the phone. Also think – is this article worthy of additional conversation? Focus on the 20 percent of your writing that will produce 80 percent results for the client’s sales. Simple: always begin a content strategy around the top ROI products. If so, and you have proper CTAs within an article, this can help move readers one step closer to conversion. If the verb or noun can’t perform the explanation, that verb or noun isn’t strong enough. Space between paragraphs psychologically takes less energy to read, saving that prospect’s energy for the sales/lead. This shows value, and will help contribute to the overall qualified keywords you want them to want to rank for. The strongest words should begin and end a sentence. A variety of sentence lengths helps your content to create some rhythm. This sentence was imperative with “Use.”Without active verbs, the mind shifts. The writers that have the true minds to create and provide value to clients always need a break. The strongest sentences should appear at the end and beginning of a paragraph. One of my process weekly tactics is “half-day Wednesday.” I detune and either play guitar, hike, ride motorcycles…basically whatever is needed. This helps keep the slower material in the middle of a sentence, and the most important thoughts before the reader. This mid-week break keeps the mind fresh and clear, which translates into positive workflow and, ultimately, happy clients. Clean writing reflects a clear mindset – something people (clients! The perfect solution to create content that leads to conversion in 2018 involves deep studies not only in the art of SEO, but also in the art of writing. Once both of these arts combine, digital organisms happen. Embrace both if you’re serious about providing the most value to your readers or your client’s readers, which you naturally want to turn from prospects to customers. Also remember if the content appeals, it will only compound online over time. Think of SEO writing to a business as compounding interest to an investor – have the patience and discipline to do it correctly, and the results should continually speak for themselves. 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