SKILL UP! 7
BETTER COPY, BETTER SEO
If you can answer these
questions about the search
behaviour of potential custom-
ers, you should be able to write
better copy for your website
and improve SEO:
- What are they looking for?
- What exactly do they need?
- What are they not finding
- What can you offer to meet
- What questions do they have?
For a list of all the key phrases used in
the dialogues, see pages 12–13
- Rank the site
Tom: Let’s look at SEO first.
Cath: How do we get search en-
gines to give our website a high-
er ranking? I hear Google keeps
moving the goalposts!
Tom: Honestly, you need to com-
pletely redesign your website.
And then you should constantly
update it. You also have to be on
social media all the time. Search
engines give higher rankings to
sites with new content.
4. Good questions
Cath: What’s the easiest way to
Tom: What’s really important
is that you write good, engaging
content based on the things that
your buyer personas are looking
Gitti: How do we know what they
are looking for?
Tom: You should be able to answer
that question! And when you have
answered it, you need to ask your-
self another: how can you stand
out from your competition?
engaging , hier: ansprechend
stand out from sth.
, sich von etw. abheben
Illustration: Bernhard Förth
move the goalposts
, die Bedingungen
ranking: give sth. a
, etw. eine höhere
, etw. neu konzi-
, etw. aktualisieren