Writing content that gets “found”

Use this 5-point checklist whenever you write [The Writer’ s Life]( November 8, 2022 "Experience is a hard teacher because she gives the test first, the lesson afterwards." – Vernon Sanders Law {NAME}, Ever wonder how Google determines what it shows when you search for something? Your clients do … And if you can help them show up when their prospects are searching for solutions they offer, you'll be wildly valuable – and in big demand. Back in the day, SEO (search engine optimization) was done by technical people. They just inserted a bunch of keywords into the copy and voila — the page showed up in the search results. But the copy was terrible, and so people would "bounce" or back out from the website and try again. Google in turn started rewarding "better content" with higher rankings. So, the demand for trained writers increased. Search results improved (Google's goal), and as more and more people quickly found what they were looking for, the volume of searches grew, bringing even more value to the channel. (Which in turn made the demand for writers increase again). But then, the world shut down … And a massive boom in the volume of people shopping online surged, something we've talked about called [The Leap](. (Yep, more demand for writers. A LOT more demand.) And today? Well, 56% of new content jobs now require SEO skills. And that number is only going to grow … Because unless content is optimized, well written, and "discoverable" … it might as well not exist. So how do you write [discoverable content]( that Google loves and rewards with higher rankings? I'm glad you asked! 🙂 Because today I want to give you a 5-point checklist you can use when writing new content. Key Ingredient #1: What's Your Reader's Intention? There are four main reasons someone searches Google: "I want to know" This is when you're looking purely for information. Like, if you want to know how World War I started … what other movies and shows an actress you just watched has been in … or who won the 1986 World Series … [Screenshot showing search results representing I want to know] "I want to go" This is when you want more information about a nearby place because you might go there. You could be looking for a doctor, mechanic, restaurant, gym, bakery, or anything else. [Screenshot showing search results representing I want to go] "I want to do" This is when you want to know how to do something, like how to squat heavy weights without hurting your back … how to grill steaks without overcooking them … or how to write a screenplay. [Screenshot showing search results representing I want to do] "I want to buy" This is when you're thinking about buying something, and you search for more information on a specific product, reviews, or testimonials to help make your decision. [Screenshot showing search results representing I want to buy] It's crucial to know your reader's intent because it will help shape how you write content. Let's say you're writing for a company that sells tennis equipment … You might write some content trying to sell rackets, balls, or sneakers to someone whose intention is to buy … So it's your job to know how that prospect is searching, what they're looking for — and then deliver that in your copy. Give them the features and benefits, and be sure to ask for the sale, because their intention is to find and purchase a specific product. But you'll also have prospects who aren't looking to buy (yet!) … Maybe they're searching for how to deliver a more accurate serve … how to improve their backhand … or how to treat "tennis elbow." Again, it's your job to know what they're looking for … And to give them the answers they need. Key Ingredient #2: Know Your Keyword To write "discoverable content," you have to dig in deeper and know — with much greater specificity — how they're searching. In other words, you need keywords. What word or phrase is your reader using when searching for the answer? Keep in mind that search engines have become so sophisticated and useful, people now search for longer, more specific phrases (otherwise known as "long tail" keywords). For example, most people know if they want information about the side effects of caffeine, simply typing "caffeine" into Google will give them way too much irrelevant stuff they don't need. Take a look … [Screenshot showing search results of searching for the word caffeine] But if they type "caffeine side effects," they'll find what they're looking for without a problem. [Screenshot showing search results of searching for the word caffeine side effects] You can see that the most relevant content pops right up. As a writer, this is valuable information that will shape how you write. So make sure you use your keyword a few times — especially in these strategic places … - In your headline - In your body copy (just be sure you don't overdo it, because it becomes obvious to Google AND to readers when you're writing for the sake of the search engine) - In your links - In your image captions - And more. (We cover this in more detail in [our new self-study SEO training](.) All this tells Google exactly what the content is about, so it knows that when people search this keyword, your content will serve up what they're looking for. But unlike the old days, just having the right keywords isn't enough … Key Ingredient #3: Go Deep — and Be Useful Even if you have the right keywords, your content won't rank well if it's only surface-level. You have to go deeper and provide useful, in-depth, meaningful information. Google itself claims that it doesn't have a specific word count it rewards over shorter content … But the Content Marketing Institute aggregated tests from multiple sources and found that content between 1,000 and 2,000 words seems to rank higher. So even if Google isn't going out of its way to reward content purely based on length, longer content tends to rank better simply because it's assumed to be more useful to readers. And that usefulness brings up our fourth ingredient … Key Ingredient #4: Write for Your Reader Google favors people-focused content above all. As important as keywords are, you can't stuff your content with them. That's not useful. And it's annoying to try to read. Instead, write content people want to read … Content that offers specific answers to specific questions … That's deep enough to satisfy them. So it's vital that you stick with your main topic … Demonstrate firsthand experience related to the topic, when possible … And make sure your content is easy to read and understand. Bottom line … Always write for your reader first. And finally … Key Ingredient #5: Nail Your Headline Whether you're writing a sales letter, blog post, or article, the headline is the key to grabbing attention and getting your prospect to start reading. #goodcopywriting101 But when it comes to the search engines, the headline serves a dual purpose … Google is smart enough to know how important headlines are, too. So include a clear, unique benefit every time. Even better, apply AWAI's 4 U'sTM and aim to write headlines that are useful … unique … urgent … and ultra-specific. When you do this, it's a clear signal to Google that your content is on-point, focused, and high quality. Now, with these five ingredients I just shared, you could already go out and do a pretty decent job writing content that gets found on Google. But I don't want you to just do a "pretty decent" job … I want you to do an extraordinary job for your clients … And get paid accordingly. The best way you can make that happen is with our brand-new program, [How to Become a Go-To SEO Content Writer](. It goes in-depth on all the strategies, tactics, and formulas that will help you write "discoverable content" … Along with help landing great clients … professional feedback on your writing … and much more … And right now, during our launch period, it's available for the "charter member" price of just $97! [Go here to check it out.]( And then come back tomorrow for a copywriting lesson that will take everything you write to a whole new level. To your success, [Rebecca Matter’ s signature] Rebecca RSVP for this Free Training: Plant Your Flag as a PIONEER in a Niche That Is Going to Launch THOUSANDS of New Writing Careers We've uncovered a HOT writing niche … Where companies are fighting to find writers who can take on more than a DOZEN different fast and easy writing projects … And clients happily pay $2,000 … $3,000 … even as high as $5,000 on a regular basis … Even if you're just starting out! [Register Now for FREE]( What's Hot at AWAI … 😎 Want to become an EXPERT in SEO? [Check this out!]( 🤓 [9 tips to optimize a blog post or article for SEO]( 💰 Want to win $200? [Check out our November Writing Contest here!]( 🤩 [Layoff lands California copywriter with her first freelance client]( 2 projects signed in ONE afternoon! [Social media post about signing two copywriting projects in one afternoon] Wow, Jessica! Talk about packing a punch. Congrats on the win! Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! FLASH SALE: Grab All this TODAY for Just $1! [PWA Product Spread] Professional Writers' Alliance (PWA) takes the stress out of running your writing business. With ready-to-use business forms, templates, and checklists … VIP job board access … networking opportunities … and a mountain of tips, tactics, and "been there, done that" advice from working freelance writers … You'll minimize the "unbillable" hours you spend working on your business and maximize your time writing — and getting paid. 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