Thinking about copywriting and SEO

I’ve been writing copy for years, all my working life in fact, I’ve written copy for ads, I’ve written brochure content, I’ve written articles for magazines and newsletters (at one point I was a part time journalist), press releases and I’ve written a lot of content for websites.

It’s only because the marketing work I did so early on in my career that I’m a search marketer, without that focus on content I may never have had the drive to work with copy.

For years now I’ve been working with people who tell me text is about to be dumped from the internet but at the end of the day it remains. Copy is still an essential element of any website, text and copy are actually becomming more important when you take into account social media marketing.

I hadn’t really mentioned copywriting services through this website however after looking at my skill set I think it’s an important part of what I do, my freelance seo copywriter page is now ranking on the second page of Google, let’s see what a bit of focus on perfecting this page will do. Fingers crossed.

Good content is always the foundation to what I do, it’s what I’ve done all my working life and as such I think it’s important I concentrate on being a marketing orientated copywriting search marketer.

Plan for 2011

It’s about this time of year that I like to come up with a bit of a plan for the year ahead and work out what I would like to achieve, what I’m aiming towards etc.

It’s been a different 2010  for me, mainly as my son was born at the end of 2009 and is now growing up and I’m having to alter how I live my life to fit around him, also my wife has been ill for a lot of the year which has put a lot of emphasis on me role as the provider which means it’s even more important I work out what I want and how I’m going to go about it over the next 12 months.

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Building on your strengths

I try and take a step back on a regular basis and ask myself what have I learned about myself from the things I’ve just done. It always surprises me that people are happy to plod on allowing themselves to get into the same situations where they have to make the same mistakes because they haven’t learned anything about themselves from their experiences.

Gnoshi Seauton

The ancient Greeks had a saying and although the  spirit of the original meaning is lost to time, Gnoshi Seauton or Know Thyself still resonates with me today. I remind myself of this on a daily basis, whatever I do I approach it from a situation of how I will best cope with it, where it is likely to test me and how it is likely to enable me to develop, both professionally and personally.

Agency vs. In-house Marketing

I’ve worked for agencies and I’ve worked client side and it’s fair to say that when I’ve found myself in the position of a client side role I’ve hated it. There are a couple of reasons, firstly I love the variety that working a number of different projects brings, this gives me loads of opportunity to develop and hone my skill set, f I can do it in one industry I can do it anywhere. The second reason I prefer agency work is that I like being in the role of being an industry expert, maybe this is an ego thing, but I think it’s good to have that ego sometimes, I make the things happen through my advise and strategy. There is no real difference as to where this advice goes to a client or to a marketing director / managing director however it’s often harder to advise the guy that’s paying your wages than the guy that’s paying for your service, especially if you work for someone who has used various internet marketing techniques in the past.

Plan the event in advance or plan for the event / Overview vs detail

I probably bang on about this too often. One of the reasons I think I’m so good at search marketing is that I can disatach myself from the detail and see what’s going on as an overview. It’s a useful skill, sure it’s important to get a little bit fixated on the percentage of keywords on a page and where they are located however once you’ve done that you’ve got to be able to say “what’s the bigger picture, what are the general trends”.

I used to work for a guy who asked me how I knew what was going to happen with PPC, I explained it was experience, I also explained the reasons and he looked a bit blank – then I said “I just know, I cam’t really 100% tell you the complexities of how I know, I’ve been staring at this date for so long I can see the patterns.” He seemed quite happy with that response and let me carry on.

How to predict SEO ROI (return on investment)

Quite often I’m talking to people and they tell me they don’t want to do pay-per-click (PPC) as they don’t like paying for traffic, it’s at this point that I tell them that there is no such thing as free organic traffic.

Sometimes you are lucky and you write a blog post or a page and it ranks really highly and you get loads of traffic from it, this is the exception, normally you have to spend ages tweaking your onpage content and building links, it can take months to get onto the first page of Google and often about the same amount of time to get from the bottom of page 1 to the top 3 (which is where the money and traffic is).

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Career decisions and internet marketing

I’ve been working in marketing for the past 8 years or so, specialising in internet marketing for much of that time.

Recently I was given the opportunity to move from my position at 2am Media to join another company as their Internet Marketing Manager with an emphasis on search, it was more money and represented a good move however there was something not right about it, I couldn’t put my finger on exactly what it was.

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Search marketing: An eye for detail or the grand overview?

I often say to my wife “I’m not a details guy, I’m more of a grand overview kind of guy”, she once retorted “I don’t know why you say that as though it’s a good thing”. That one comment changed the way I perceived myself. I still to this day would argue that I am more of a grand overview kind of character and I think my work on the whole benefits from that view of things. I see patterns in things that a lot of people would see as disarray or chaos, such as search results or pay-per-click accounts.

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est. 2009

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