How to Create
Compelling
Content
TH AT R A N KS W E LL I N
S E A RC H E N G I N ES
,H O W TO C R E AT E CO M P E L L I N G CO N T E N T
Feel free to email, tweet, blog, and
pass this ebook around the web
... but please don’t alter any of its contents when you do. Thanks!
Copyright © 2016 Rainmaker Digital, LLC
All Rights Reserved
copyblogger.com
2
,H O W TO C R E AT E CO M P E L L I N G CO N T E N T
How to Create Compelling Content
that Ranks Well in Search Engines
Once upon a time, there was something called SEO copywriting.
These SEO copywriters seemed to have magical word skills that allowed
them to place just the right keywords in just the right places, in just the right
amounts, and even in the densities that were just right for miraculous top
rankings. And that’s all you needed . . . or at least that’s what was advertised.
There’s no doubt that the location and frequency of keywords is still
important. Search engines work by keying in on the word patterns people are
looking for and returning relevant content. But that’s not all there is to it.
Here’s the deal . . . much of what determines the ranking position of any
particular page is due to factors that are independent from the words on the
page, in the form of links from other sites, social sharing, and other signals.
Getting those links and other signals naturally has become the hardest part of
SEO, which is why we’ve seen the mainstream emergence of content marketing
as a way to attract links with compelling content.
Put simply: If your content isn’t good enough to attract good, natural links and
social sharing, it doesn’t matter how “optimized” the words on the page are.
3
, H O W TO C R E AT E CO M P E L L I N G CO N T E N T
That’s why a good SEO copywriter is now primarily a smart online content
creator who has a knack for tuning in to the needs and desires of the
prospective audience. And because links and social sharing are so important,
those needs and desires have to be nailed well before that content will show
up prominently in the search engines.
The same emotional forces that prompt people to buy can also cause other
people to link from blogs, and bookmark, like, plus one, and retweet from
social media platforms. The context is different, as are the nuances, but it’s still
a matter of providing compelling benefits in the form of content.
“Ask yourself what creates value for your users,”
sayeth Google.
Their brainy engineers continue to diligently create smarter search algorithms,
while people-powered social media sharing delivers links and traffic as a
reward for compelling content.
To sum it up: a good copywriter needs to have a flair for writing content that’s
inviting to share and to link to. She needs to have top-notch skills to optimize
the page, so search engines know what it’s about and who might want to read
it. And she needs to know how to write copy that converts readers to buyers.
4
Compelling
Content
TH AT R A N KS W E LL I N
S E A RC H E N G I N ES
,H O W TO C R E AT E CO M P E L L I N G CO N T E N T
Feel free to email, tweet, blog, and
pass this ebook around the web
... but please don’t alter any of its contents when you do. Thanks!
Copyright © 2016 Rainmaker Digital, LLC
All Rights Reserved
copyblogger.com
2
,H O W TO C R E AT E CO M P E L L I N G CO N T E N T
How to Create Compelling Content
that Ranks Well in Search Engines
Once upon a time, there was something called SEO copywriting.
These SEO copywriters seemed to have magical word skills that allowed
them to place just the right keywords in just the right places, in just the right
amounts, and even in the densities that were just right for miraculous top
rankings. And that’s all you needed . . . or at least that’s what was advertised.
There’s no doubt that the location and frequency of keywords is still
important. Search engines work by keying in on the word patterns people are
looking for and returning relevant content. But that’s not all there is to it.
Here’s the deal . . . much of what determines the ranking position of any
particular page is due to factors that are independent from the words on the
page, in the form of links from other sites, social sharing, and other signals.
Getting those links and other signals naturally has become the hardest part of
SEO, which is why we’ve seen the mainstream emergence of content marketing
as a way to attract links with compelling content.
Put simply: If your content isn’t good enough to attract good, natural links and
social sharing, it doesn’t matter how “optimized” the words on the page are.
3
, H O W TO C R E AT E CO M P E L L I N G CO N T E N T
That’s why a good SEO copywriter is now primarily a smart online content
creator who has a knack for tuning in to the needs and desires of the
prospective audience. And because links and social sharing are so important,
those needs and desires have to be nailed well before that content will show
up prominently in the search engines.
The same emotional forces that prompt people to buy can also cause other
people to link from blogs, and bookmark, like, plus one, and retweet from
social media platforms. The context is different, as are the nuances, but it’s still
a matter of providing compelling benefits in the form of content.
“Ask yourself what creates value for your users,”
sayeth Google.
Their brainy engineers continue to diligently create smarter search algorithms,
while people-powered social media sharing delivers links and traffic as a
reward for compelling content.
To sum it up: a good copywriter needs to have a flair for writing content that’s
inviting to share and to link to. She needs to have top-notch skills to optimize
the page, so search engines know what it’s about and who might want to read
it. And she needs to know how to write copy that converts readers to buyers.
4
