Connect with us

SEO

7 SEO Tips To Make Your Writing Portfolio Discoverable In Search

Published

on

7 SEO Tips To Make Your Writing Portfolio Discoverable In Search

I’ve always been a writer.

Since I learned to put pencil to paper, I’ve been writing stories, poems, plays, and anything else that put my imagination into words.

When I discovered blogging, I quickly realized that SEO and writing make a smart match. It became apparent that I’d need to optimize for organic search if I wanted readers to find my content.

Over time, I’ve turned writing into a lucrative business and, later, a full-on SEO career.

Along the way, I’ve learned some tricks to getting a writing portfolio found by potential clients.

If you’re a content writer or copywriter, use these SEO tips to make your writing portfolio more discoverable online.

First, How Do You Create A Writing Portfolio?

There are many different types of content portfolios.

Advertisement

In fact, you don’t even need a website to showcase your work.

You can use something as simple as a folder in Google Drive to house your content examples and share them with clients.

You can post articles on LinkedIn.

You can even save your work as PDFs and send them to potential clients.

However, if you want to rank your portfolio in organic search, having a website is likely the best way to go.

That gives you the most flexibility when optimizing your content, earning referral traffic, linking to live examples, and much more.

So, for this article, I’ll go over how to use your website to house and link to specific examples of your published works.

1. Subscribe To An SEO Keyword Research Tool

SEO tools like Semrush, Ahrefs, and SpyFu allow you to identify the key terms people use to find services like yours.

Advertisement

They can quantify how many people (i.e., “users”) are searching for a term, how competitive that term is, and whether other websites are targeting it.

A subscription to an SEO tool is essential because you’ll have access to real data to inform your SEO strategy.

You’ll be able to research which keywords to target in your web page content and what topics to write about on your blog.

Further, you can use SEO tools to uncover the keywords your competitors are targeting.

For instance, you can enter a competitor’s domain into the SEO tool, see their keywords, and apply them to your own SEO strategy.

Many of these tools adopt a “freemium” model where you get certain features for free.

Others have a monthly subscription fee.

Having access to a reliable SEO tool will make all the difference!

Advertisement

2. Plan And Launch Your Portfolio Website

If you already have a website, you can use SEO tools to determine the keywords you should target on your existing web pages.

For example, if you have a page about SEO content writing services, you might want to use the term “seo content writing services” (search volume: 720) in your page content, title, and description.

Do this for as many pages on your website as it applies.

If you are building a new website, you’re in a great position to plan your content from the ground up.

First, think of all the services you offer.

Next, use an SEO tool to find keywords that match these services.

Here is an example of what this might look like for a sale copywriter portfolio:

  • Home page: “sales copywriter” (search volume: 170), “sales page copywriter” (search volume: 50).
  • Services page: “sales copywriting” (search volume: 110), “sales copywriting services” (search volume: 30).
  • Service: Website Copywriting: “website copywriter” (search volume: 390).
  • Service: Email Campaigns: “email copywriter” (search volume: 260).

Above, you can see how each page maps to a relevant search term.

That ensures you create content for and target terms with monthly search volume and, in turn, gives you a chance to drive organic traffic to your pages.

Advertisement

Seocopywriting.com is a great example of a website with optimized landing pages for its services; for example, SEO Writing Consulting and SEO Copywriting Services.

It also has a blog that covers content-related topics.

This website generates over 500 organic visits per month!

3. Create A Blogging Calendar And Strategy

The writing industry can be quite competitive.

With so many writers online, many are targeting most of the same keywords on their portfolio pages.

With that in mind, you will need to get creative with your blog content to drive more organic traffic and is, again, where your SEO tool comes in handy.

I advise against just “winging it” when it comes to your blog.

If you put energy into writing content, you might as well target topics that will drive traffic to your website.

Advertisement

Here’s how to do that:

  • Go into your chosen SEO tool and start searching for broad topics related to “writing,” “writer,” “copywriting,” “content,” and the like.
  • Look at the list of keywords that come up in each category. Make a list of those keywords which have search volume but have a low to medium competition score.
  • Filter these keywords for those that could be best answered in a blog post. For example, “How to write a sales page” is a much better blog topic than “sales page” or “blogger.”
  • Pull these keywords into a worksheet like Google Sheets or Excel. Add a column in which you brainstorm a blog title to match your chosen keyword. (For the keyword example above, a good title may be “How to Write a Sales Page in 5 Steps.”)
  • Specify the dates when you plan to write, optimize, and publish your blog articles. That will help keep you accountable to a schedule.
  • Once you have written an article, add an internal link to a related service page or the Contact page on your website to encourage users to work with you.

Keep in mind that you will want to create content that speaks to your target audience.

So, as a writer by trade, you probably won’t want to talk about “Thailand travel tips” or “best holiday recipes.”

Instead, you may want to write about “how to choose a copywriter,” “where to find writers,” “best content tips,” “what is content marketing,” etc.

4. Leverage LinkedIn Articles And Medium

SEO can take time to ramp up, especially if you have a new or small website.

I recommend leveraging platforms that already get a great deal of traffic to direct users to your own website.

Medium is a great platform that allows anyone to publish content for free.

You can write an article and then link back to your website.

Some of my Medium articles have received over 10,000 reads – far more than what I would get on my own blog.

Advertisement

The same is true of LinkedIn articles.

Your articles will pop up for your Connections and your Connections’ Connections.

You can then direct users to related pages or posts on your own website.

This strategy can help direct more users to your portfolio without waiting for SEO’s payoff.

5. Reach Out For Guest Posting Opportunities

In the same vein, you can do guest posting on other websites to use their authority and traffic to your advantage.

In fact, I have gotten writing clients directly through guest posting on other blogs, websites, and online magazines.

Reach out to other blogs related to your niche, and offer to write for them.

Or apply to become a contributor to more reputable sites and publishers. Many will allow you to link back to your website.

Advertisement

This strategy can help earn you backlinks to your website, which can improve your site’s SEO.

At the very least, many sites will help market your content on their platforms and drive referral traffic to your site.

Guest posting brings many benefits, especially if your website doesn’t generate much traffic yet.

6. Optimize Your Google Business Profile Page

Google Business Profile is a free platform that allows businesses to create an online profile and generate local, organic traffic.

If you offer writing services to local clients, you can benefit from a Google Business Profile listing.

For example, I have a Google Business Profile that advertises my SEO content services in my home city, Seattle.

Just know that this listing will be tied to a physical address and a phone number (you can use a Google number if you don’t want to use your personal number).

So, if you are more private, this may not be the way to go.

Advertisement

But if you are comfortable with this visibility, a Google Business Profile listing can be a great way to generate leads and drive users to your writing portfolio.

7. Join Writer Job Boards And Directories

While you are waiting for your website to generate organic traffic, you can generate leads through popular writer job boards.

The most common platforms are Upwork and Fiverr.

Sites like these serve as freelance marketplaces where people submit a brief, you apply for the brief, and then you get paid to provide your services.

Many writers have had success with these platforms – though they tend to pay less than what you might charge as a direct contractor.

One well-known Upwork writer is Alex Fasulo.

She is known for having generated over $300,000 on Upwork in just one year.

Still, she has her own writing portfolio to attract clients, teach other writers, and land speaking opportunities.

Advertisement

Submitting a profile to writer job boards and directories can be a smart way to grow your client base and portfolio.

Grow Your Portfolio With SEO

SEO is one of the best ways to increase your writing portfolio’s online presence and generate organic traffic.

Used alongside other methods like guest posting and submitting to writer directories, you can generate genuine leads through your website.

The key to having an effective SEO strategy is to use SEO tools to your advantage; that’s the best way to get accurate data to inform the content you should have on your website.

You can then use these tools to uncover blog topics, research your competitors, and analyze your backlinks.

Want to get more writing clients?

Invest in SEO to passively drive organic traffic to your website and attract clients who are actively searching for your services.

More resources:

Advertisement

Featured Image: Roman Samborskyi/Shutterstock

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'optimize-writing-portfolio-seo', content_category: 'content seo' }); } });



Source link

SEO

B2B PPC Experts Give Their Take On Google Search On Announcements

Published

on

B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

Advertisement

The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

Advertisement

Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

Advertisement

Featured image: Shutterstock/T-K-M

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'b2b-ppc-experts-give-their-take-on-google-search-on-announcements', content_category: 'news pay-per-click seo' }); } });



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish