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7 SEO Tips To Make Your Writing Portfolio Discoverable In Search

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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.

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, och SpyFu allow you to identify the key terms people use to find services like yours.

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 strategi.

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!

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.

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.

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 handel, 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.

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.

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

Googles företagsprofil 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.

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 och Fiverr.

Sites like these serve as frilans 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.

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.

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Utvald bild: Roman Samborskyi/Shutterstock



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SEO

En omfattande guide till marknadsföringsattributionsmodeller

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A Comprehensive Guide To Marketing Attribution Models

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion.

Surprisingly, within the B2B sector, the average customer is exposed to a brand 36 times before converting into a customer.

With so many touchpoints, it is difficult to really pin down just how much a marketing channel or campaign influenced the decision to buy.

This is where marketing attribution comes in.

Marketing attribution provides insights into the most effective touchpoints along the buyer journey.

In this comprehensive guide, we simplify everything you need to know to get started with marketing attribution models, including an overview of your options and how to use them.

What Is Marketing Attribution?

Marketing attribution is the rule (or set of rules) that says how the credit for a conversion is distributed across a buyer’s journey.

How much credit each touchpoint should get is one of the more complicated marketing topics, which is why so many different types of attribution models are used today.

6 Common Attribution Models

There are six common attribution models, and each distributes conversion value across the buyer’s journey differently.

Don’t worry. We will help you understand all of the models below so you can decide which is best for your needs.

Note: The examples in this guide use Google Analytics 4 cross-channel rules-based models.

Cross-channel rules-based means that it ignores direct traffic. This may not be the case if you use alternative analytics software.

1. Last Click

The last click attribution model gives all the credit to the marketing touchpoint that happens directly before conversion.

Last Click helps you understand which marketing efforts close sales.

For example, a user initially discovers your brand by watching a YouTube Ad for 30 seconds (engaged view).

Later that day, the same user Googles your brand and clicks through an organic search result.

The following week this user is shown a retargeting ad on Facebook, clicks through, and signs up for your email newsletter.

The next day, they click through the email and convert to a customer.

Under a last-click attribution model, 100% of the credit for that conversion is given to email, the touchpoint that closed the sale.

2. First Click

The first click is the opposite of the last click attribution model.

All of the credit for any conversion that may happen is awarded to the first interaction.

The first click helps you to understand which channels create brand awareness.

It doesn’t matter if the customer clicked through a retargeting ad and later converted through an email visit.

If the customer initially interacted with your brand through an engaged YouTube view, Paid Video gets full credit for that conversion because it started the journey.

3. Linear

Linear attribution provides a look at your marketing strategy as a whole.

This model is especially useful if you need to maintain awareness throughout the entire buyer journey.

Credit for conversion is split evenly among all the channels a customer interacts with.

Let’s look at our example: Each of the four touchpoints (Paid Video, Organic, Paid Social, and Email) all get 25% of the conversion value because they’re all given equal credit.

4. Time Decay

Time Decay is useful for short sales cycles like a promotion because it considers when each touchpoint occurred.

The first touch gets the least amount of credit, while the last click gets the most.

Using our example:

  • Paid Video (YouTube engaged view) would get 10% of the credit.
  • Organic search would get 20%.
  • Paid Social (Facebook ad) gets 30%.
  • Email, which occurred the day of the conversion, gets 40%.

Notera: Google Analytics 4 distributes this credit using a seven-day half-life.

5. Position-Based

The position-based (U-shaped) approach divides credit for a sale between the two most critical interactions: how a client discovered your brand and the interaction that generated a conversion.

With position-based attribution modeling, Paid Video (YouTube engaged view) and Email would each get 40% of the credit because they were the first and last interaction within our example.

Organic search and the Facebook Ad would each get 10%.

6. Data-Driven (Cross-Channel Linear)

Google Analytics 4 has a unique data-driven attribution model that uses machine learning algorithms.

Credit is assigned based on how each touchpoint changes the estimated conversion probability.

It uses each advertiser’s data to calculate the actual contribution an interaction had for every conversion event.

Best Marketing Attribution Model

There isn’t necessarily a “best” marketing attribution model, and there’s no reason to limit yourself to just one.

Comparing performance under different attribution models will help you to understand the importance of multiple touchpoints along your buyer journey.

Model Comparison In Google Analytics 4 (GA4)

If you want to see how performance changes by attribution model, you can do that easily with GA4.

To access model comparison in Google Analytics 4, click “Reklam” in the left-hand menu and then click “Model comparison” under “Attribution.”

Screenshot from GA4, July 2022

By default, the conversion events will be all, the date range will be the last 28 days, and the dimension will be the default channel grouping.

Start by selecting the date range and conversion event you want to analyze.

GA4 model comparison_choose event and date rangeScreenshot from GA4, July 2022

You can add a filter to view a specific campaign, geographic location, or device using the edit comparison option in the top right of the report.

GA4 Model comparison filterScreenshot from GA4, July 2022

Select the dimension to report on and then use the drown-down menus to select the attribution models to compare.

GA4 model comparison_select dimensionScreenshot from GA4, July 2022

GA4 Model Comparison Example

Let’s say you’re asked to increase new customers to the website.

You could open Google Analytics 4 and compare the “last-click” model to the “first-click” model to discover which marketing efforts start customers down the path to conversion.

GA4 model comparison_increase new customersScreenshot from GA4, July 2022

In the example above, we may choose to look further into the email and paid search further because they appear to be more effective at starting customers down the path to conversion than closing the sale.

How To Change Google Analytics 4 Attribution Model

If you choose a different attribution model for your company, you can edit your attribution settings by clicking the gear icon in the bottom left-hand corner.

Open Attribution Settings under the property column and click the Reporting attribution model drop-down menu.

Here you can choose from the six cross-channel attribution models discussed above or the “ads-preferred last click model.”

Ads-preferred gives full credit to the last Google Ads click along the conversion path.

edit GA4 attribution settingsScreenshot from GA4, July 2022

Please note that attribution model changes will apply to historical and future data.

Slutgiltiga tankar

Determining where and when a lead or purchase occurred is easy. The hard part is defining the reason behind a lead or purchase.

Comparing attribution modeling reports help us to understand how the entire buyer journey supported the conversion.

Looking at this information in greater depth enables marketers to maximize ROI.

Got questions? Let us know on Twitter eller Linkedin.

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Featured Image: Andrii Yalanskyi/Shutterstock



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