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The Basics of SEO Copywriting for Link Building

December 1st, 2008 | | Link Building, SEO Copy Writing

You’ve probably heard lots and lots of talk, in SEO circles, about link building and how important it is to search engine optimization.  We know link building is an essential component to good SEO practices and will help boost your rankings in search engines.  How can you go about getting good, quality links to your site?

Well, there are too many websites to name that offer link building campaigns.  The promise of quick and easy links to your site might sound like a fast way of generating links without the painstaking  work normally involved in building quality links.  Is hiring someone to generate a bunch of unplanned, not  thoroughly thought out links to your website exactly what you want to do when beginning a link building campaign?  Probably not.  Why?  Because it’s better to earn links!

What can you do to attract people to your website and encourage them to link to you?  It’s all about content!  While writing good SEO content is a somewhat self-serving act, you’ve got to remember the end result as you begin to write.  Ask yourself these questions as you think about content topics for future articles:

1.  Who am I writing this for?

2.  Is the topic relevant, new or innovative for my reader?

3.  Is it focused on what you can give to the reader more than what you will receive from writing it?

At first, writing for a blog or website does seem overwhelming and daunting, believe me, I’ve been there!  But it’s really not that tough once you get started.  Those of us who write for SEO Boy and PPC Hero meet regularly to brainstorm topics.  When one of us is suffering from writers block, we can usually reach out to our co-worker for a great topic or piece of reference material.  If you don’t have a team around to help give you ideas, just make a list of all the areas where you have expertise.  In each of those areas, are there 5 topics you could write on?  If so, add them to your list!

Once you’ve decided on your topic, the next step is to create a great headline.  We know that writing great headlines will capture our readers attention, draws them to the article and makes it “click-worthy”.   For some ideas, check out the headlines on the first page of Digg, Sphinn or Reddit.  What grabbed your attention?  Was it the writing style, the content, or both?

I know that getting started is the hardest part.  I can’t tell you how many times I’ve heard, “I don’t know what I’d write about” when I ask people why they don’t have a blog.  So let me give you some topics to consider:

1.  How To’s: Everyone has a special or unique talent or skill-set.  Take that and turn it into an article!  If you’re great at changing alternators on a 1979 Mustang, why not write a step by step article describing the process?

2.  Lists: Build a “top 10” list for the subject matter you specialize in.  People love to read lists (they appeal to the lazy reader in all of us) and it’s a quick way to establish yourself as an expert in your field.

3.  Guest Appearances: Offer to make a guest appearance on another blog.  Ask someone if you can interview them and have them share their expertise to your audience if they will reciprocate and let you appear on their site sharing your expertise.

4.  Offer a critique: Have readers submit content for your expert eye to critique and offer helpful suggestions to improve upon.

5.  Resource Content: Create a directory or resource piece that encompasses the names and websites of experts in a particular field.  (It’s magical how easy it is to get people to link back to you when you mention them in your directory!)

Don’t forget to link out to other blog posts or articles within the content of your blog post or article.  These links should reiterate or help to substantiate your article and show you’ve done your research on the topic. You can link to articles that you’ve previously written and those you’ve found on other sites.  Bloggers always watch for links to their content, just be sure you’re linking to relevant content and not linking out to other content simply for the sake of linking out.

These are just a few ways to get your copywriting juices flowing and your link building campaign up and running.  As you endeavor on this journey of writing, there are a few things to keep in mind when you’re writing articles, white papers, how-to’s, news releases, etc., avoid stuffing the article full of keywords and “overly optimizing” the content.  It will be obvious to your reader that your intent is to boost your SEO and ultimately the links you had hoped for won’t come!

Happy writing everyone!!

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