Very often there are heated forums and social discussions about the connection between copywriting and SEO.
Not wanting to get into the thick forest of semantics, lateral ontologies, GNP and legends, from which I would not be able to get out, I will limit myself to provide some food for thought due to my last workbook reading “Affiliate Marketing. All the truth about advertising that works” by Giannicola Montesano (book that I recommend to anyone working in Digital Marketing and not only to those who intend to try their hand at Affiliate Marketing).
In Affiliate Marketing the purpose of any activity is to increase ROI (sales, lead generation, etc.) using any useful means; should the vision of a good SEO be very far from that?
In my opinion no.
Why channel us into yet another sterile discussion about what is and is not part of SEO today? Isn’t a proactive attitude that deepens and accumulates, as much as possible, skills, albeit limited, of other specific professional areas (UX, UI, copywriting, etc.) to use them if we don’t have the possibility to involve specific professionals?
Why not use copywriting as an additional arrow in our SEO-farrow?
Moreover, being able to judge the quality of a text in addition to the purely SEO activities (presence of Keywords in the heading tags, mobile friendly presentation of information, etc.) will be useful, as it will be a good idea: “copywriting is not SEO, but it is not even SEA, SEM or SMO; so the control of this activity (maybe delegated in outsourcing) is up to whom?
I will identify myself with a user who wants to buy a tablet online or who is looking for information to conclude the offline purchase.
During this research phase I will focus my attention on the texts of the sites I will come across.
Let’s start with some main assumptions:
For a quick quantitative analysis of the texts I used a tool that had introduced me to my colleague Roberto, who in turn had heard him mentioned by Enrico Altavilla at Giorgio Taverniti’s Advanced SEO Tool.
The tool in question is http://tools.searchbrain.it/ngram-extractor/ .
This tool is able to return the number of repetitions of words or more words in a text.
Obviously the tool is very useful for SEO (especially for Long Tail), but on this occasion I will use it to find patterns used in “conversion” optics, to extrapolate data released from the Keyword – Search Volume binomial.
In the analysis of the first 3 sites in SERP for informative queries, there are patterns of words or single words that are repeated in each site. Coincidences?
[table id=1 /]
Remember that I am:
“A boy between 25 and 30 years old who will use the tablet away from home as an alternative to the PC because it is more practical in transport. My interest is to find the ideal tablet for my practical needs (reading, playing, informing me) that fits the budget. Not being a technology enthusiast and with little technical knowledge, I am looking for a reliable, non-obsolete and durable product”.
I represent an archetype of personas interested in a product:
Let’s cross-reference some data from the previous table with the area of needs of the personas I identify.
[table id=2 /]
It is no coincidence that the most repeated words in the texts intercept the needs of the personas I represent.
In addition, in the texts:
Several people navigate the same pages of a website.
Knowing what kind of personas navigate our pages, will allow us to provide dedicated text sections on the page.
In this specific case, some users will be interested in the purchase also depending on the operating systems of the tablet (see table above query “cheap Android”).
Unfortunately, since the analysed sites are not owned by me or my company, I have no way to demonstrate through data the impact of the factors that I have identified as relevant in the case studies.
My aim was therefore to extrapolate some points of reflection on which to focus more attention for future work.
Deducing this type of information from the texts of more competitors will give us the possibility to deliver to our copywriters the most performing indications and consequently an important competitive advantage.
I hope to be able to test the results of this short analysis as soon as possible and prove, maybe with a second article, how much copywriting influences the ROI.
Anno 1989, nato e cresciuto a Viterbo. Mi innamoro del marketing durante gli studi in Economia Aziendale conseguendo così una Laurea in Marketing e Qualità all'Università degli Studi della Tuscia. Prima della laurea approdo in ByTek iniziando dalle basi della SEO, analizzando keyword su keyword. Oggi sono l'Operations and Project Manager, seguo e gestisco il team in tutte le fasi organizzative. Collaboro con Manpower e Tree come docente di Marketing al corso di Digital Marketing di YTiA e come formatore per Tag Innovation School. Ogni occasione è buona per un giro sulle due ruote fra le colline della Tuscia. CrossFitter a tempo perso.
26 June 2020
Giuliano Maria Fabbri
26 June 2020
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