Business_Spotlight_No3_202..

SKILL UP! 7

IN CONTEXT

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
  answers to?


• What can you offer to meet
  their needs?


• What questions do they have?

Phrase Bank

For a list of all the key phrases used in

the dialogues, see pages 12–13

3. 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
   improve SEO?
   Tom: What’s really important
   is that you write good, engaging
   content based on the things that
   your buyer personas are looking
   for.
   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

einer Abmachung

einseitig ändern

ranking: give sth. a

higher ~

, etw. eine höhere

Priorität geben

redesign sth.

, etw. neu konzi-

pieren, gestalten

update sth.

, etw. aktualisieren