You’ve seconds to hook someone’s attention. How do you do it?
Once people land on your site and scan the landing page, they’ll sum up whether your website offers what they want within seconds.
Don’t flatter yourself that they’ll read every word, or call because your number is at the top of the page.
You have to work hard to instantly engage a visitor. The quickest way to do this is create magnetic headlines. Argh – no pressure then!
However, it’s crucial to understand how SEO techniques affect visitors arriving in the first place. So, let’s look at:
What difference do headlines make?
On average, 80% of visitors read headings, but only 20% read the remaining copy when first landing on a website. Surprised?
It makes sense. Visitors scan websites looking for relevance. Your copy is more likely to be absorbed by ‘interested’ prospects if headings ‘hook’ them in the first place.
This means weak headlines such as ‘Welcome‘ simply don’t work. Whilst it might sound ‘friendly,’ this message contains little for visitors to identify with. Besides, you are friendly anyway, aren’t you?!
So don’t waste that golden space at the top of your home page with a meaningless, hackneyed headline. Focus instead on how you can use it to improve your SEO.
7 SEO Headings that work
1 Make an irresistible offer, or flag up a fabulous benefit
‘A PA Service to Save You Time’
2 Include a keyword phrase in the top heading
‘Family Portraits to Treasure Forever’
3 Appeal to humans not spider bots
If you’re a women’s coach, is ‘Women’s coach’ or ‘Be the woman you want to be’ best?’
Where is the focus? (on the buyer) Suitable for a subheading perhaps…
You can still use women’s coach in your copy, of course. But if ALL your headlines contain the same keywords, you run the risk of switching people off. Moderation and variety are tops…
4 Use power words
Words such as ‘Easy, Save, Best’ entice…
Search engines don’t care about emotions. People do.
5 Create informative headlines
Try ‘Who/What/Why/How’ headlines – especially in blog posts.
6 Appeal to someone’s curiosity
‘London Recruitment Agency with a Difference’
7 Include location-based words
‘York B&B accommodation … with all the comforts of home’
Have you got tags in the bag?
Most people are unaware of H1 tags and meta tags… Far from bliss, ignorance is costly.
So let’s clear up any SEO jargon now.
An ‘H1 tag’ is the main headline (title) at the top of a website landing page. Having ditched welcome, you should have something in line with what you offer.
‘Meta tags’ are HTML codes that search engines display in search listings.
An ‘Alt tag’ is the alternative text description for images.
Let’s look at what each means for you:
H1 tags
H1 is just an acronym for the first heading on a web page. Other headings would be classed as H2, H3 etc. In HTML code, the first heading looks like this: <H1>
Because search engines such as Google and Bing give more weight to H1 tags than other H elements on the page, it makes sense to include the keyword phrase you are targeting for that particular page – notably at the start of the line….
The trick is to make H1 tags:
- Appeal to people and search engines
- Short
- Descriptive
- Unique
An example of an H1 tag is:
SEO Copywriting To Attract New Online Business
Generally speaking, you should only have one H1 tag per page. Just make sure your on-page title has been marked up as an H1 tag in the HTML code. Your web designer should know what to do!
Think of it this way. For a search engine to accurately crawl (read) your site and identify what it’s about, you need to provide it with clear information in language it understands.
And also ensure the pathway through your website isn’t obstructed.
Tags and headings, for example, are easy structures for spider bots to ‘read’, whereas images (without alt tags) are not.
Meta tags
To keep it simple, a title tag is a concise description of a page’s content. When you search for something, the title tag is the underlined title for each search listing. It also appears at the top of your browser.
For example, a title tag looks like this:
SEO Copywriter – Business Writing Services – Kent
Title tag advice:
- Restrict it to below 70 characters as Google won’t display more
- Place relevant keywords at the start
- If your ‘brand’ is well known, include its name
- Include location words if important to you
- Make sure every page has its own title tag
Meta description tag
Displayed beneath the title tag (in search listings) is a description tag. This is one of the most important elements of search marketing as it needs to entice someone to click to your site.
The worst description tags are too long, stuffed with a list of keywords. Good meta data has a conversation with people.
Want to increase your sales? For web writing, blogging & email success, call a specialist SEO Copywriter in Kent. 01580 753080. Internet marketing that works.
Description tag advice:
- Craft concise, readable copy below 160 characters
- Include your strongest keywords
- Include a call to action
- Flag up a benefit so your listing appeals to people
- Make sure your description is unique and reflects what’s on the actual page
Alt tags
Alt tags are attributed to images. Since search engines can’t read images, you not only help them to flag up what the image stands for, but you also help visually impaired visitors (using screen readers) identify what is there.
Alt tag advice:
- Keep descriptions short and sweet
- Include another keyword for that page
- Don’t write a list of keywords. Keep it natural.
Key pointers:
Whatever you do, spend time crafting your headings. (strong tea and biccies are a prerequisite for headline crafting!)
Good copywriters agonise over headlines – and will write 30 or more before choosing the best one. Mainly because they know how important they are! At least, that’s what I do… 
There are no second chances… If your description tag doesn’t appeal to anyone, there’ll be less clickthroughs. Less online business.
Don’t assume meta data appears by itself, and don’t leave it to your web designer either. While some write brilliant meta data, some don’t. And worse, duplicate meta data.
Let me know your thoughts and experiences. Oh – and I’d love to know the best headline you ever read?
Next time, I’ll explain how to target ‘realistic’ keyword phrases that work. And how competing with the most competitive keywords can result in frustration.
