Connect with us

SEO

Perfecting Your Brand’s Tone of Voice for SEO Copywriting

Published

on

We all know when it comes to SEO, content is key.

Copywriting enables you to tell your story, gives you a chance to strategize with useful keywords, and helps you gain trust and loyalty among prospects.

But content alone won’t bring you success and build long-lasting customer relationships.

It’s your tone of voice that really resonates with your audience.

In fact, 65% of consumers say a brand’s tone of voice helps them build an emotional connection to the company.

Think of it this way: your content is the “what.” Your tone of voice is the “how.”

Tone of voice is the way your message comes across to your reader.

Tone of voice in SEO copywriting

In verbal speech, this is communicated through pitch and inflection.

In copywriting, you portray emotion with word choice, punctuation, and style of font.

Advertisement

This is what elicits a response from your readers.

Understanding your audience and writing with the tone of voice they relate to is a must when developing copywriting for SEO.

Why Is Tone of Voice so Important in Online Content?

Tone of voice helps shape the overall feeling of a message – and it especially matters online.

Why? What’s so important about that?

The thing is, it actually impacts your business in lots of ways.

Consistent Brand Tone of Voice Establishes Your Brand

When you think of your favorite brands, the first thing that comes to mind is probably their logo or slogan, right?

But if that was gone and all you had to go on was their messaging, would you still recognize them?

Tone of voice plays a major role in brand identity.

Advertisement

When written in the same tone consistently, messages begin to reflect the image of your brand.

That’s important because people want to buy from brands that are authentic.

By developing a tone of voice that is uniquely yours, you enable people to pick your brand out of a crowd and increase the likelihood of generating more revenue.

See also  Google Says There’s No Limit on Title Tag Length

Consistent Tone of Voice Keeps Messaging From Going Stale

Have you ever eaten a handful of stale chips?

They’re stiff, flavorless, and definitely not enjoyable. 😝

The same goes for your writing.

Just because you’re a professional company doesn’t mean your content has to be stuffy.

Loosen that top button and let your hair down a little!

Advertisement

Use your tone of voice to create a unique writing style that people enjoy reading.

It’s more fun and memorable and leaves a lasting impression.

Consistent Tone of Voice Creates an Emotional Connection

The main objective of your copywriting is to drive people to act, right?

With the right tone of voice, you can elicit a variety of emotions in your readers.

This is important because purchase decisions are really driven by emotion.

The way people feel is 1.5 times more impactful than the way people think.

The way people act is influenced by emotion, a key concept in copywriting.

A brand that writes with authenticity and makes an emotional connection with its audience is more likely to succeed.

Consistent Tone of Voice Gives You a Competitive Edge

Content written with a clear tone of voice is more compelling to read.

This keeps people on your site longer, entices them to click through more of your pages, and results in higher conversion rates.

Advertisement

All of this is good for SEO and the business as a whole.

Consistent messaging that is memorable and unique will set you apart from your competition.

Potential customers will prefer your communications over theirs and will keep coming back for more.

5 Steps to Nail Your Tone of Voice

It’s clear that tone of voice plays an important role in your SEO copywriting.

But how do you go about perfecting it for your company?

Here are five ways to identify your brand’s tone of voice and use it to drive sales.

1. Choose From the Four Dimensions

four dimensions of tone of voice

Copywriting can be characterized within four dimensions of tone of voice.

See also  Google Says There Is No Difference In SEO Value Between Nofollow, UGC Or Sponsored Link Attributes

These dimensions help to simplify tone profiles for a brand’s online presence.

They are:

Advertisement
  • Formal vs. casual.
  • Funny vs. serious.
  • Respectful vs. irreverent.
  • Enthusiastic vs. matter-of-fact.

Each dimension is book-ended by two extremes.

Your tone could be one of the extremes, or it could be somewhere in the middle.

You could even combine some for a more unique tone of voice.

Whatever you choose, this is a great starting point to set you on a path for messaging that resonates with your audience.

2. Set Some Guidelines

The key to an effective tone of voice is consistency.

Keep yourself on target by setting some guidelines for your copywriting.

Think about the following:

  • Syntax: how you’ll develop and structure your sentences.
  • Grammar: use the right form of verbs, adjectives, etc.
  • Vocabulary: what words you will or won’t allow.
  • Punctuation: how many exclamation points are too many?

A good exercise is to come up with three words you would use to describe your business.

Then, let those adjectives guide your writing style.

If your words are “friendly,” “positive,” and “outgoing,” your messaging should be upbeat and welcoming.

Advertisement

Guidelines help you deliver messaging that’s consistently unique.

3. Get the Inside Scoop From Your Customers

Maybe you’re having a hard time identifying your brand voice on your own, or you’re sensing a disconnect between the company and your audience.

Reach out to the people who engage with you the most: your customers.

Survey them to get a better feel for how they perceive you.

Ask them to choose from a list of adjectives, or give them open-ended opportunities to describe ways to improve your brand.

Either way, you’ll get some valuable insight that will let you know how you can alter your tone of voice to connect with them on a deeper level.

4. Scope Out the Competition

Tone of voice is all about writing in a style that’s unique to your brand.

See also  5 Steps To Succeed With Full Funnel Marketing

So, of course, you don’t want to copy what your competitors are doing.

Advertisement

But you can certainly gain some inspiration from seeing how they handle their messaging.

A quick Google keyword search will show you a list of competitors.

Visit their websites and read through their content.

See how they handle things like:

  • Sentence structure.
  • Vocabulary.
  • Humor.
  • Metaphors.
  • Punctuation.

Learn from what they’re doing well and make note of things that could be better.

Use this intel to develop a tone of voice that works for your brand and create content that resonates with your audience.

5. Write for Your Audience

While it’s important to write in a style that’s true to your brand, you must keep your audience in mind.

Who are you writing for, corporate executives looking for professional information?

Tech-savvy millennials who respond well to GIFs?

Advertisement

Each audience persona is unique, so they each need a tone of voice that speaks to them.

Listen to how they speak on sales calls.

Read their comments on social media or email communication.

Pick up on the way they communicate, and use that to shape the tone of voice you use to reach them.

Use Your Tone of Voice to Define Your Brand

Your tone of voice paints a clear picture of who you are as a brand.

The way you make your readers feel through your SEO copywriting defines your personality and has a direct impact on the success of your business.

Take a close look at who you are as a brand and what perception you want people to have of you from your writing.

Creating consistent messaging that is uniquely yours will set you apart in the minds of your customers, build lasting relationships with them, and help drive success for your brand.

Advertisement

Image Credits:

Image 1: Studeo
Image 2: AdAge
Image 3: NN/g

Searchenginejournal.com

SEO

How To Use Statistics Content To Attract High Quality Backlinks

Published

on

How To Use Statistics Content To Attract High Quality Backlinks

Imagine you wake up at 8 a.m. bright-eyed and bushy-tailed, slurp down your first caffeine boost for the day, and sit down to do some cold but needed backlink outreach.

You’ve tried desperately for months, like a 5th-grade school girl crushing hard, to catch the attention of numerous link-worthy websites – only to get gut-wrenchingly turned down.

Ugh.

It’s too much effort for little return.

You’re at your wit’s end.

You’ve even forked over chunks of change for guest posts. And that hasn’t worked out so well either.

You know that the most organic way to scale is to create quality links, but how do you gain backlinks naturally?

Here’s my hot take: Use statistics content to generate natural backlinks by offering a great resource page for content creators.

Advertisement



This simple tactic sets you up for success and saves you plenty of time in the long run.

Let’s now take a look at how this works.

Why Should I Create Statistics Content As A Link Building Tactic?

As you already know, getting backlinks from cold email outreach can feel like finding a needle in a haystack.

Your email goes into their spam. They read it but don’t respond or respond months later and then ghost you.

Either way, it’s time-consuming and frustrating.

To make things even trickier, guest posts can eat up a lot of your marketing budget.

Content creation takes multiple people (writer, editor, designer, strategist) and time to truly be done well.

You want to make sure all content you create counts.

Advertisement



By focusing on educating your audience and crafting “less-salesy” content, you’ll set yourself up for success by attracting your ideal audience and seamlessly building links.

In return, when you cultivate more organic backlinks, your Domain Authority increases – slingshotting you toward page one of Google (hello, more sales!)

Quick note for the naysayers: As an SEO expert, I believe a metric like Domain Authority (though not Google confirmed) directly impacts SEO success.

Now back to the nitty-gritty: Getting natural backlinks with statistics content.

It Positions Your Brand As A Thought Leader

Mindfully crafting content with valid statistics for your consumer base, product, or industry is a simple way to position your brand as a thought leader.

When done correctly, others will look to you to provide solid, trustworthy data, creating sharing opportunities.

Now, at this point, I’d like to emphasize that gathering data doesn’t mean chewing up different stats from around the internet and spewing them back out again.

The data you choose to share should be as original as possible and directly relate to what you do as a business.

Advertisement



Although these types of posts can be more challenging to create since you’ll need to morph into your detective data-gathering mode, they are incredible assets for improving your website and your brand’s authoritativeness.

See also  Google on Using CSS to Hide Internal Links

Content Creators Are Already Looking For It

Statistics are often used as a primary source of information, meaning they’re sought by content creators (journalists, marketers, bloggers, data analysts, market researchers, etc.) all the time.

With the rise of fake news, the responsibility to share trustworthy content is greater than ever, specifically for those with a larger following.

For this reason, creators are serious about sharing statistics that are accurate and transparent.

That’s why content creators actively seek brands like yours to help provide important statistics to back up their own content.

Content creators in your industry will likely refer to your content as their credible source.

It Gets Shared More Often

Simply put, people like numbers.

They want something tangible to grasp because data can back up ideas.

Advertisement



That is why content with statistics gets shared much more on both social media and blog platforms.

In fact, this works so well that it’s the center of a typical data-driven PR strategy.

Either way, it’ll help your social presence and backlink situation.

Talk about a win-win!

You Can Rank For It

Think about the creators in your industry.

What would they type into a search engine to find statistics?

If you’re in the beauty industry, maybe, “beauty statistics 2022.”

If you’re in the tech industry, possibly, “new tech statistics May 2022.”

Advertisement



Do you catch my drift?

Once you’ve put yourself in a creator’s shoes, you can use a keyword that’ll generate backlinks and rank organically.

And the more you rank, the more backlinks you’ll generate because you’ll get more clicks from the SERPs, meaning more organic traffic.

It should always be your main goal to create topics with keywords that have search volume.

In essence, you create an automated backlink accumulation machine (as long as those statistics stay timely and relevant).

Now you’re at the edge of your seat, wondering, “How can I take action on this?”

Buckle in. Here we go!

How To Build Natural Backlinks Using Statistics Content

For those who’d like a quick visual summary of the next section, take a look below:

Advertisement



Infographic: How to build natural backlinks using statistics content

Learn What Your Audience Is Looking For

It all starts with your people because there wouldn’t be a need to create content in the first place without them.

What types of content is your audience seeking?

What statistics would help them achieve their goals?

How can you help your audience inform their audience?

Look at this example:

If a newspaper had an audience of American sports fans, they might be interested in the number of gold medals the U.S. has received over the years in the Olympics.

See also  Google’s John Mueller On Link Velocity and Penalties

This type of statistic may interest journalists writing about their forecast of the upcoming Olympics winners based on past results.

Think of this scenario like this: If you have reliable data related to sports, then your content might be used as the next source in CNN Sports.

Advertisement



Here’s another scenario: Startups may consider cities with the most entrepreneurs and how this number has grown over the years.

This data could help them decide where to relocate for the most optimal chance for success.

Sounds like a topic with credible research that might show up in a magazine like Entrepreneur.com, right?

Now you’ve got the idea!

Quick tip: To dive deeper into your audience’s interests, you can use a tool like BuzzSumo for the initial content research.

Become Your Own Authoritative Source

Instead of digging for data from others, make your own!

That’s how you become known for something as a brand. And if you’re worried you don’t have a huge amount of data, your content just needs to have a big enough sample to be relevant.

So remember, quality over quantity!

Advertisement



To determine how you can become your own source, ask yourself the following questions:

  • What are we true experts on and can present credible data about?
  • What do we have enough data on to present some findings based on that data?
  • How can we create unique data that our audience finds useful?
  • Where is there an information gap we can fill by providing relevant data?
  • How does this data help what we stand for as a brand, especially our values, mission, and purpose?

When considering these factors, it becomes easier to hone in on what you’re truly an authority on and balance that with what your audience finds interesting.

By the way, another convenient factor in being your own authority is eliminating the dreaded citation loop.

A lot of times, sources are cited with nobody knowing where they originated, or when you do find the original source, you realize it’s data from decades ago.

If you happen to find a scenario like that in your industry, it might just be an information gap you can become a new authority on!

Compile Your Own Data

Now that you understand why being your own authority is the best route start to piece together your own statistics.

Depending on the type of data you need, you can create pools from channels like your website, social media, and customer data.

A few quick ways to gather data include:

  • LinkedIn polls.
  • Your own business analytics data.
  • Qualitative or quantitative data about customers (if you’re allowed to share it).
  • Market surveys.
  • Expert interviews.
  • Market research.
See also  Mueller Discusses Site Traffic and Core Web Vitals

Quick tip: if you’re struggling to get a large enough sample, you can actually use a tool like SurveyMonkey to pay for survey responses from specific demographics.

This method saves a huge amount of time and is more objective than constantly asking your LinkedIn network to fill out a survey.

Advertisement



Focus On Data Presentation

Numbers jumbled up on a screen are confusing.

Your data needs to be accurate and purposeful, but it should also be visually appealing.

For instance, you can create an infographic that highlights the information in a simple manner.

Use branded colors, vivid designs, and appropriate UX to keep your audience’s attention.

Weaving in the data to a visual story is a sure-fire way to keep them scrolling and is also the perfect way to repurpose information across multiple channels.

Reach Out To Relevant Experts

Ever wondered why brands create content like “expert roundups?”

This is the reason: Brands compile data from credible subject matter experts and publish it on an owned channel like their website, then those experts want that exposure as well, so they share it, which in turn brings in more backlinks.

This might take some extra organizing, but creating your own data using niche experts is a great way for you and them to gain exposure.

Advertisement



Everybody’s happy!

Consider A Paid Boost

When you’re in the beginning stages and those organic rankings just aren’t there yet, consider a paid boost with Google Ads.

This way, you’ll boost your views, and if you’ve created content with keywords that have search volume, you can still get those backlinks.

Craft Link-Worthy Statistics Content To Generate Natural Backlinks

Link acquisition is not only the result of active outreach and content partnerships but a reflection of the quality and authoritativeness of your content.

And, as you may have guessed, in any good SEO strategy – link building and content creation should go together like Spongebob and Patrick.

To create “linkbait” content, it’s crucial to create content focused on the people actually creating the link.

In other words, to naturally generate backlinks with any piece of content, you should keep in mind content creators as your primary focus.

Now that you’re all in on crafting statistics content may the force be with you to generate those coveted natural backlinks!

Advertisement



More resources:


Featured Image: Visual Generation/Shutterstock

!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version=’2.0′;
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window,document,’script’,
‘https://connect.facebook.net/en_US/fbevents.js’);

if( typeof sopp !== “undefined” && sopp === ‘yes’ ){
fbq(‘dataProcessingOptions’, [‘LDU’], 1, 1000);
}else{
fbq(‘dataProcessingOptions’, []);
}

fbq(‘init’, ‘1321385257908563’);

fbq(‘track’, ‘PageView’);

fbq(‘trackSingle’, ‘1321385257908563’, ‘ViewContent’, {
content_name: ‘natural-backlinks-statistics’,
content_category: ‘strategy linkbuilding’
});

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