Level up your copywriting - Top tips to improve your content marketing and discoverability on Google

Charley Passmore
Digital Content Executive

Level up your copywriting - Top tips to improve your content marketing and discoverability on Google

Copywriting is daunting. You think about your audience, their problems, and how you can solve them. But what next?

There are a million-and-one ways to improve your content (don’t get me started on reading patterns), but here are some simple tips and tricks that make copywriting easier.

How can I improve my Search Engine Optimisation (SEO)?

SEO, in a nutshell, is the way Google reads content and “ranks” it on search – the webpage’s position when someone searches for related topics.

So, before writing any content, think about your signature dish – what you’d like to rank for. Then scatter relevant keywords throughout your copywriting, title, URL link and imagery alt text.

For example, as a running shop, “running shoes”, “running”, or “fitness” would be obvious keywords. But you wouldn’t rank well vs established nationwide companies, as so many people are fighting for the top spot. So, by being more targeted with terms like “running shoes for beginners” or “running shoes in Sheffield”, you’d have a better chance of ranking well.

But there’s something you should know…SEO isn’t just about keywords. Shock horror, I know. Unfortunately, the days of simply cramming your content full of them and shooting to the top of the rankings are gone.

Google has got wise to these ‘easy’ SEO hacks and it now not only checks your content, but your authority too. That means that you need to make sure you’re an expert in what you’re talking about and that the topics you cover relate to your services or products. The best way to do that? Your webpage needs to answer a relevant question that your audience will be asking.

Google loves this and will see you as credible – giving you a higher ranking. So, an article titled “What are the best running shoes for newbies?” where you compare different beginner models will have you striding to the top of Google search…sorry.

Does sentence length matter?

Yes, varying sentence length is key. It keeps your reader interested. Improves readability. And allows the writer to control the cadence, set the tone or add surprise. Boo!

Shorter sentences snap. They improve readability. Speed up reading cadence. They’re perfect for explaining complex information in small, easy-to-process chunks. Use them often.

On the other hand, longer sentences are fantastic when describing something, and allow you to take the reader on a journey. But beware. Your sentences should never be more than 25 words – it decreases readability massively.

You may be thinking this rule is slightly dramatic as it’s only 25 words and surely using more than that in a sentence can’t be a bad thing, obviously, I understand why you’d think that, it’s only words at the end of the day but this sentence is getting very long and we’re still going, the readability is terrible and I can tell you’re losing concentration.

That was 66 words. Don’t put your audience through that. Be concise.

Yes I know, in some circumstances using a sentence longer than 25 words is unavoidable. You might need to mention a product name or jargon. And that’s fine, don’t worry. My next tip will help.

How should I start my sentences?

Your school teacher probably told you that starting a sentence with “And”, “But”, “Or” or “So” is sacrilege (they also told you to put a wet paper towel on any injury…).

But in copywriting, it’s a great tool and widely encouraged.

They link different pieces of text. So now you can avoid those pesky long sentences. Multiple clauses or ideas can be emphasised across two sentences. Or one paragraph can link to another.

And you can add impact – have you noticed how often I start a sentence with “But”?

So, you might find that this style works for you. And this might as well. But if not, this might. Or maybe this works.

How do I use the rule of three?

The rule of three states content should be in groups of three. It’s more engaging, memorable and persuasive. People like patterns. Simple. And three of anything is the lowest amount to make a pattern.

But don’t be fooled. The rule of three comes in different forms.

Your content may say “You should buy these running shoes because X, Y and Z.”, which is fine. But the rule can apply to much more. “Just Do It”, “I’m lovin’ it”, “Every little helps” are corkers.

At Chapter II, we’re experts in PR, copywriting, marketing and design. With a wealth of knowledge across different sectors, we can support any business to achieve their goals.

If you’d like to find out more about how we can help level up your copywriting, get in touch today.