Writing good content

Six tips for perfect product copywriting



Whether you’re creating brand new content for an ecommerce site or just refreshing your product pages, it’s worth spending some time to get the copy right. Too many businesses copy and paste the product description from the supplier’s site or just free write whatever comes to mind when they come to upload to their site.

But a good product description can be the difference between a customer buying with you or continuing their search elsewhere. Here are six great tips for perfecting your product content.

1 – Understand your audience

To write the perfect product copy, you need to know who you are writing for. Ask yourself: who is the product for and who is most likely to buy? It’s unlikely that you would use the same style of writing for aspirational millennials as you would for pensioners. But it’s also worth looking deeper into your buyer. Are they style conscious? Bargain orientated? Highly educated? When you have a real understanding of your audience, you can start to make decisions on style and tone of voice.

2 – Research your product

You also need to really understand your product and where it sits in the marketplace. Don’t think about getting started on the writing until you have conducted thorough research into the advantages of your product compared to the competition.

Talk to whoever you need to – take the time to call or email the manufacturer or supplier to get the most relevant details. This is the stuff that will make your product stand out from the crowd and promote sales.

3 – Write for humans

Of course it’s necessary to be aware of search engines and how to optimise your product content effectively – but don’t fall into the trap of writing for the benefit of Google. Firstly, Google’s algorithm gets smarter every day, and what it really likes to see is good quality content. But also because the true value of product copy is its ability to convert.

Yes, search terms and keywords are important but there really is no good in having people landing on your product page if they never actually, you know, buy the product. Focus on writing the best possible content for human beings to read, that is what will get you the sales.

4 – Don’t get caught up in word counts

There is a lot of talk about ‘thin content’ on the internet. It’s certainly true that pages with too little content can perform poorly in Google search results, and sites should always be aiming to improve their content. But remember too that we are talking about a product page. Ultimately, if they have landed on a product page, they are here to make a buying decision. This means that your content needs to be concise, crisp and lead them towards making the purchase.

No, your content should not be too short, but don’t ramble on making the same point over and over to reach a round 500 word count. Use as many or as few words as you need to sell the product to the audience and leave it at that.

5 – Be original

Filling your product page with cliché sales nonsense will do nothing to promote sales at best, and annoy your potential customers at worst. It’s a much better idea to take your time and create snappy content that someone will actually remember. Make them laugh or present your product in a way they haven’t thought about before. It will make a real difference.

6 – Use emotive language

Too much product content perfectly describes the individual features, but forgets to explain what it actually does for you. Consider the difference between describing an office chair as being ‘ergonomically-designed’ compared to content that explains the chair contains ‘back support to keep you in complete comfort’.

The difference here is the use of emotive language – the kind of language that allows the customer to understand how fantastic it is to own the product.

Blogging tips

Don’t know what to blog about? 5 blogging tips for business owners

content writer tips


Believe it or not, a successful blog has the potential to become the most popular section of your website, read regularly by existing and prospective clients and widening your business appeal. In terms of SEO, a blog is the easiest way to add regular fresh content to your site. This, in turn, will improve your Google search rankings, especially if you use relevant keywords in your blog titles and posts, and share your content on social media too.

However, in order to reap the rewards you need to make a regular commitment. An underused blog with the occasional bland update is unlikely to move you closer to your marketing goals. And while many businesses set up their blog with the best of intentions, a large proportion run out of steam after the first few posts. If your company blog has gone a bit stale and you’re looking for ideas on how to bring it back to life, read on.

Blog posts can, and should, take many different forms. Who wants to read posts that follow the same old format every time? In an effort to keep your readers interested in what you have to say, and hopefully coming back for more, don’t be afraid to mix it up. Here are some tips to get you started:

1 – Knowledge sharing

As a business owner and specialist in your chosen field, no doubt you have a lot of expertise that you could share. If you’re a web developer, you could give useful advice on how to recognise and avoid the latest scams. A surveyor could publish a guide to the different property surveys available. A photographer might share tips on how to strike the best selfie pose. You get the idea.

Obviously, you’re not going to give away any company secrets, but sharing some of your expert knowledge with the wider world will help to position yourself as a leading authority in your field, which is exactly the image you want to portray.

For extra engagement, think about putting a ‘how to’ video on YouTube and embed it in your blog post. Not only is video a great way to connect with your audience – remember: a picture is worth a thousand words – it’s also great for SEO.

2 – Problem solving

Relate to your audience by identifying a common concern or problem they may share, then help them solve it. If you’re a professional cupcake maker, why not explain how to make gluten free or vegan alternatives? A gardener might give advice on weed control or how to spot tomato blight. A solicitor could give details of the new probate fees or Inheritance Tax changes.

By helping to solve a problem, you are engaging with your clients in a way that shows you’re approachable: you listen and you care. Make the most of the interactive benefits of a blog by allowing your readers to leave comments or reviews, then reply to them individually for maximum engagement. Blogging in this way can be a powerful tool to help you build trust and public confidence in your brand.

3 – Product promotion

Clearly, the ultimate aim of your website, including the blog, is to increase sales – but be careful. While a blog can be a great online marketing tool, this is not the place for hard selling. In order to promote your products and services, you’ll need to use the ‘softly softly’ approach.

One example is a post about a common problem (see above) into which you gently weave your new product as part of the solution in a ‘by the way’ kind of way. A dentist might promote his latest teeth whitening procedures in this way, or a bathroom designer could extol the virtues of underwater chromotherapy lighting!

Another trick is to write a review about a recent industry event (see below) which your company attended with a product launch or presentation, using a paragraph of the blog post to give details about the new product. It’s good practice to include an internal link to the product page so the reader can click through if he is interested to find out more.

4 – Industry news

Sharing and commenting on relevant industry news is always good value. It shows that you play an active part in the professional community in which you work, with authoritative views on what goes on around you. Whether you’re an accountant commenting on the latest budget, or a health & fitness club evaluating new functional workout regimes, this is a great chance to add your voice to the mix.

Of course, your own company news should form part of the strategy. If you’ve recently moved to swanky new premises, tell your customers about it in a blog post. Shout about any business awards you’ve been nominated for or have received, and keep thanking your team and your customers for their support. By sharing parts of your own story, your company will cease to be perceived as a faceless commercial entity and be seen as a team of caring individuals.

5 – Entertainment

Finally, don’t forget that you can make your blog posts entertaining. This is the place where you can have a bit more fun with your brand and show the human side of your company.

From charity events where you and your staff dress up in superhero costumes, to 10 fun facts about your industry, or examples of inventive uses of your products, there’s no reason why the occasional blog post shouldn’t be light hearted.

Mobile First SEO

Top 5 SEO trends in 2017

What an interesting year in SEO 2017 is already proving to be! So far we’ve seen a lot of changes.

From the jokingly named Google Fred update to the increased dominance of local and personalised search, to our faster than ever push into a mobile-only world. Then there’s the speed of voice search adoption.

But there’s much more coming.

Here are my Top 5 trends to watch for the remainder of 2017. All are interconnected and cannot be viewed in isolation. Nothing in SEO operates in its own separate silo.

Mobile First SEO


AI and RankBrain

Google’s RankBrain and algorithmic machine learning continues to dominate.

Ever since the Hummingbird update, Google’s emphasis on semantic search is never-ending and evolving at a tremendous pace.

Google even took the unusual step of confirming that RankBrain was the third most important ranking factor after links and content in 2016. This importance has only increased throughout the latter half of 2016 and into 2017.

Having moved on from its days of poetry and reading romantic novels, Google’s AI technology is getting better by the day.

It’s very hard to optimise for RankBrain.

It’s so all-encompassing and fast-moving that only true quality will dominate SERPs (search engine results pages). Which is great.

UX (user experience), CTRs (click-through rates), aiming for the ‘long click’ and the resulting engagement metrics should be high on your watch list.

The increasing importance of personal branding

The web is about people. It’s about us.

So that means having an outstanding About Us page; having a description of who you are; and a statement on just what makes you stand out from the competition. These are essential.

You need to build a personal brand as a core strategy for SEO. To establish trust.

Pictures and especially videos will be a central focus for Google for the remainder of 2017 – and well into the future. Having a team video and/or personalised photographs is no longer a choice, it’s a necessity these days.

If you show yourself as an approachable and friendly person, visitors will trust you much more readily. This will drive ever more traffic and conversions to your website.

Even social media platforms such as Facebook have been honing their algorithms in favour of personal posts (as opposed to brand posts). 

In the future more businesses will choose the personal approach to gain success.

User Experience Optimisation (UEO) and Conversion Rate Optimisation (CRO)

To a varying degree, user experience has always been important to SEO. Google ranks sites that are properly set up for mobile devices, that load quickly and where users spend a long time on a page.

This year we will likely see even more focus on user experience, especially on mobile devices. So focus on the traffic you already have to offer people much more than they expect.

Page depth, time-on-site, CTRs, and pogo-sticking are all things to work on.

If you offer true value you will notice the difference and soon know the full benefits of your efforts.

Personal digital assistants will become more sophisticated

Thanks to personal digital assistants the opportunity for new types of search and more advanced forms of conversational queries is huge.

Excellent tools such as Cortana and Siri have enhanced our user experience, made our lives easier and massively increased the number of verbal searches and enquiries.

For the rest of the year, we’ll see these tools become even more smoothly polished and capable of offering even more useful features. And that means excellent new ranking opportunities that have to be brought into play.

Voice search has the potential to really shake up the SEO industry.

The need for speed: a fast-loading user experience

It’s no secret that speed really matters.

Research has shown slower loading web pages are associated with higher bounce rates, and up to 40 percent of visitors are likely to abandon your site if it loads in longer than just three seconds.

Speed will be of even more importance in the coming year. AMP (Accelerated Mobile Pages) pages help and will be of increasing importance in the future.

There are so many other interesting technologies on the horizon as well – such as HTTP/2 and Google’s new open source JPEG encoder Guetzli, which are just two to keep a keen eye on.

In conclusion

Knowing who your customer is and what they want is the big change this year. Not just with SEO, it’s where the entire digital strategy will be directed.

You need to meet, match and exceed searcher’s expectations. To achieve this you have to understand your target audience better than ever before.

Google’s aim is to provide the most relevant website to the search entered.

Going big on word count is not working as well as it used to, not when short videos and images can be so much more attractive. Done well, they can deliver what you want to say and what customers want to know much quicker.

So, keep it simple! Give users what they want, let the search engines do their job – and it will all fall into place.

In 2017 it’s time to focus on providing true value.

Artemis logo

What is Google’s advice for hiring a useful SEO?

As a leading Sussex based digital marketing agency, we were very interested to view Google Webmaster’s YouTube video: How to hire an SEO. It covers what an SEO does, the hiring process and wider implications.

This 12-minute video by Maile Ohye explains clearly what to look for in an SEO and what makes a good SEO stand out. It is a ‘must see’ if you are thinking of hiring an SEO, if you work with SEOs or if you are an SEO yourself.

The role of a good SEO

Search Engine Optimisation (SEO) covers the entire searcher experience from representation in the search results, clicking on the website, potentially converting to a lead or customer, to ranking appropriately where the website is expected to be seen.

Hiring tip

For long-term success in SEO, there aren’t any quick fixes or magic tricks, and the potential of SEO is only as high as the quality of your website. The SEO should advise and implement best practices to your website, from creating and implementing descriptive page titles to more complex language mark-up. The SEO should also ensure that the website is helpful both on desktop and mobile devices and delivers a good user experience.

To ensure best practice, SEOs should always corroborate recommendation with a documented statement from Google which supports the description of the issue and approach to resolving the issue.

The 4-step hiring process

Google suggest there are 4 steps in the hiring process:

General SEO hiring process

1 – Conducting a 2-way interview

Look for an SEO who not only focuses on ranking but also on helping your business. What makes your business unique? What do your customers look like and how do they find your site? How does your business make money? What other channels are you using? Who are your competitors? If the SEO is not interested in these questions, look elsewhere.

2 – Checking references

Check references from existing clients, and verify specifically that the SEO can provide useful guidance and work effectively with developers, designers and marketers. An SEO should be someone you want to work with, learn from, experiment with and who cares about your business. They should also educate you on how search engines work so that Search Engine Optimisation becomes part of your business.

3 – Technical and Search Audit

An SEO should conduct an audit using Google Search Console and Analytics Data have before touching anything on the website, and produce a prioritised list of recommendations.

The website should be reviewed for issues such as internal linking, crawlability, server connectivity and response codes. The Search Audit should look at branded and unbranded terms. For unbranded queries the SEO should detail the types of queries they think you should rank for, and what your competitors have done. Examples of recommendations could be to update obsolete content, improve internal linking, generate or learn from the competition.

4 – Deciding if you want to hire

 “Good SEOs will prioritise what ideas can bring your business the most improvement for the least investment, and what improvements will take more time but help growth in the long term.” – Maile Ohye, Google

Artemis Internet Marketing offer a completely free SEO consultation and website analysis service for anyone who’d like to find out more about online marketing and increasing enquiries, sales and profits from their website. We are focused on achieving SEO results for our clients using completely ethical, white hat, Google-friendly techniques.


10 worst website content writing mistakes

The content of your website says a lot about your business. Companies that take the time to get their content right are more likely to make the right impression on their audience, leading to more sales and conversions. But it’s still very common to find websites that are making basic mistakes. Here are ten of the worst website content mistakes and how you can avoid making them.


1 – Using duplicate content

Duplicate content is the most crucial mistake that you can make on your site. Whether you copy and paste text from a competitor or use identical content across several of your pages, it’s probably the ultimate no-no in web content.

Google hates it. And while it’s a myth that your site will be penalised for showing duplicated content, the truth is almost as bad. Google will tend to ignore pages that have exactly the same content that it has seen before, so it simply won’t list that page in its rankings. That means that customers won’t be able to find your pages with duplicated content by searching on Google.

It’s amazing how many sites still fall at the first hurdle when the solution is so simple: ensure that every page on your website has unique and high quality content.

2 – Careless spelling, punctuation and grammar

Spelling and grammar makes a massive difference to your website. Research conducted by Global Lingo revealed that 59% of British people would not use a company that had obvious spelling or grammar errors on their website. If more than half of your potential customer base would be put off using you simply on the basis of careless mistakes, it shows it is really worth putting in the time to eliminate them.

There’s no excuse for poor spelling. Just copy and paste your text into Word or one of the many online spellcheckers and it will do the work for you (although be very careful of accidental misspellings that are still real words, e.g. ‘form’ and ‘from’). Punctuation and grammar can be a little trickier as software doesn’t always pick them up so easily, so ensure you take the time to proofread the text properly.

3 – Too many links

Using too many links in your text is bad for two reasons. Firstly, to Google and other search engines multiple links in a small amount of text looks very spammy and it can lead to your website being penalised. Secondly, to a customer, too many links looks ugly and can put them off reading your site. Ultimately you need to put your audience first and inserting loads of links makes for a poor user experience.

4 – Overlooking CTAs

Each piece of content on your site should serve a purpose – it should either provide information to a user or convince them to use or buy your service or product. So when it has a purpose, its ultimate goal must be to push them towards doing something. That means you need to have a call to action (CTA). Whether you’re as direct as encouraging them to ‘buy now’ or as gentle as suggesting they can ‘learn more’, never underestimate the power of a good CTA.

5 – Elongated sentences

It’s generally accepted that shorter sentences work better on websites. Your copy should be bold and punchy – get to the point as quickly as you can. Too many long and meandering sentences can lead to poor conversion rates and look especially bad on mobile devices with smaller screens. What’s worse is there is no need for them; virtually any long sentence can be easily broken down into something shorter and more readable.

6 – Overloading on keywords

Keywords have long been vital in web content. Your website needs to show search engines what your business does and one of the most important ways to do this is to include important keywords in your on-page copy.

But it’s when keywords become the focus of a page rather than an incidental part of it that you can start to have a problem. Aside from making your site difficult to read for your customers you’ll also be treading on thin ice with Google, which often penalises content when it feels that keyword phrases are being overused.

7 – Writing pages yourself

Many businesses and website owners try to create the content for their own site, but it’s not always a good idea. Writing is not everyone’s forte and that’s OK! If you’re not a natural wordsmith it might make sense to delegate the task of writing to someone else. Rather than spending hours of your time trying to generate content for your site, it can be hugely valuable to hire an SEO agency or a freelance copywriter. You’ll not only save yourself a lot of stress and wasted time but the results will be far better.

8 – Forgetting about the customer

It can be all too common for businesses to forget about their customers when they come to creating their website. Overusing jargon is a major problem. It’s easy to forget that your customers may not have the same in-depth understanding of your product or service as you do. Always create your content in plain English so that a layperson could understand it.

Also make sure that you avoid writing the website for the customer you want rather than the customer you have. There’s nothing wrong with diversifying, but your initial focus should be on the aspects of your business that convert best, rather than those you would like to convert better.

9 – Neglecting your blog

Blogging image

A blog is definitely a good idea for your website. A steady stream of fresh content on your site not only gives users a reason to visit, but it also shows search engines that your business is active. Many businesses start their blog with good intentions and regularly posting for the first month or so. But after a while it can be easy to fall into bad habits and leave the blog neglected. Ultimately it’s better to have no blog at all rather than a blog that was last updated four years ago, so make sure that someone is available to write a new blog at least once a month.

10 – Choosing quantity over quality

Finally, it should be remembered that web content is all about quality rather than quantity. As we have already talked about, shorter sentences are better but it’s also worth noting that this goes for overall page content as well. Don’t fill a page with 4,000 words if you can say it in 400. Anyone can knock out hundreds of words of filler, but you need to focus on getting content that is valuable to both your customers and search engines.

start-up business need a website

Does your start-up need a website?

start-up business need a website


You’ve made the choice to go it alone. But now that you’ve got the whole world wide web at your feet, you may not know where to start with getting your business online. Does your start-up need a website?

“…the simple answer is YES, but what should you do?”

It can be pretty daunting starting a new business when you have come from the safety and security of full-time employment. However, if you have a solid business plan, the drive and determination to succeed and an educated idea of which media you are going to use for advertising your new business, then that’s a great start.

There are many options for advertising outlets, but let’s just look at websites for a moment, as many start-ups can get it horribly wrong by rushing into things.

“…plan with purpose, or prepare to fail”

Let’s get one thing straight. A website is not “your business”, it’s a medium to advertise it. Just throwing up a pretty looking site thinking it will automatically generate leads for you is not going to cut it. The way that Google assesses websites, and internet users choose which sites to click on, is far more complex than that.

Before you even get anywhere near website software or companies who can build your site, there are some really important questions to answer first.

  • Who is my site for?
  • What is the main activity a user will carry out to engage your business?
  • What budget have you set aside to build a site (or how much time, if you’re going to have a go yourself)?
  • What about marketing?
  • Who is going to keep your site up to date?

Next consider the content for each of your pages. Write this first! It is far easier to build the website pages around your content than the other way around. Make sure you concentrate all your business USP’s (unique selling points) into clear sections. This will help your customers and search engines understand what you do and what you’re offering.

“…research, research, research”

Look at what your competitors are doing. Read their websites, but don’t steal their content! Google has an algorithm to catch you out on this, and it’s best to have a read up on their Webmaster Guidelines.

Be yourself. Be unique. Make your business stand out from your competitors. Try and think of the types of customers you are going to do business with and align yourself with their personas.

As you can see, there are lots to think about when launching your start-up business, and I haven’t even scratched the surface of what to do when the website is live.

There are plenty more blog posts on our site with other helpful tips and guides on optimising your website, so check them out too.

Chrome Extensions

SEO Extensions for Chrome


There are thousands of Chrome extensions to use when it comes to SEO, so finding the gems out of all of these is an ongoing task. I tend to add a new extension a week, but often find it has issues or just doesn’t work how I want it to.

Below are my top picks of extensions that I use on a daily basis to help increase my productivity and make my life a little bit easier!

BuiltWith Technology Profiler

This extension gives you an overview of what CMS a website is using, the server information, email information, nameservers and SSL Certificates to name a few.


Redirect Path

This is a great extension that shows you any redirects, 301, 302, 307, and error codes 404 and 500. It is ideal for doing quick redirect checks if you are moving a page URL and don’t want to fire up Screaming Frog to run a redirect report.


A pretty standard extension that 99% of SEOs most probably have installed. Doesn’t need much explaining, but gives you basic stats, DA, PA, followed links to name a few.

Google Analytics Debugger

This is extremely useful when it comes to debugging any issues you have with analytics. It shows you every time the GA code is fired, any events that are fired, and any errors.

You start it by clicking the extension icon and then loading the Javascript console (press F12 in Chrome). It will then print the information surrounding the GA code on the website.

ga debug

SERPs Preview Tool

This extension gives you an overview of what your page would look like in the Google SERPs. You can also make on the fly changes within the extension so you can see what any changes you might make would look like in the SERPs.

It is worth noting that it can be a bit temperamental and doesn’t always pick up the meta description.

serp preview gif

Fat Rank

Fat Rank is a very easy to use one off rank tracker. You can quickly check the rank of any keyword in any country for the website you are on.


You just navigate to the domain you want to see the rank for, enter your keyword and away you go. You can export up to 50 keyword ranks to CSV for Excel which is nice!

fatrank export

Ayima Page Insights

This extension gives you information about the page that you are currently on. It flags up any issues, graded by severity (Yellow, Orange and Red).

It identifies some on page issues such as no or too long a title tag and multiple H1s. It also flags up more technical issues such as the canonical tag pointing to a different URL.


Tag Assistant

This is an extension by Google that flags up any tracking codes that you have on the website. It shows you if any of your tags have errors, and how to fix them.

tag assistant

It also shows how each tag is being called if it isn’t hard coded into the website, for example if your Analytics code is being run through Google Tag Manager

tag assistant2


LinkMiner is a great extension that helps you very quickly identify broken links on a page. Be it for checking your websites, or for outreach when checking a links page to outreach to a site owner as an example.

In a matter of seconds, it shows you how many links there are on a page, how many are working (with a 200 header status) and how many are broken (4XX or 5XX header status). You can then export this data to a CSV file to play around with in excel. The links on a page are then highlighted green or red to show if they are working or not.

On page highlighting of live and dead links
On page highlighting of live and dead links


A more recent feature that was added to this extension was to run it on a SERP to see stats about each website that is returned for a keyword.

linkclump serp

Link Clump

With this extension, you can very quickly open, copy or bookmark links that are on a page. You can set it up to work with a shortcut, or in my case I choose to have it activate when I right click my mouse.

I find it works best when you want to get some more detailed stats about URLs by using URL Profiler or SEO Tools for Excel, as you can very quickly copy the links off a page into these two tools.

Awesome Screenshot

Does what it says on the tin! You can very easily screenshot a section of the webpage, what is currently visible or you can grab the whole webpage.

Once you have taken your screenshot, you can very easily write notes, or add symbols to the shot to share with colleagues.

If you create an account with Awesome Screenshot, it enables a few more options including being able to share a screenshot with others and allow them to add comments to the image.


February 2017 updates

Full Page Screen Capture

Sometimes Awesome screenshot can be a bit buggy when it comes to Parallax sites or sites with sticky headers. This is a great alternative to grab a screenshot of the whole page. No fancy extras like cropping or being able to add boxes and arrows, but works great!


This plugin is great for quickly sharing links, pictures, text, in fact pretty much anything you can think of, between browsers and mobile devices. You can also add your friends to the plugin, so you can quickly send anything to them as well.

Another feature is that it can display mobile notifications, such as text messages and phone calls on your desktop and allows you to interact with these. So for example, you can reply to text messages direct from your browser, and see any calendar notifications etc.

All in all, it is a great plugin that helps save time!

Page Ruler

Page Ruler is a quick and easy way of measuring the size of anything on a web page. It not only gives you the dimensions of the item selected, but also the top, bottom, left and right pixel sizes which is great for workign out the margin and padding if you are a web developer as well.


ColorPick Eyedropper

This plugin gives you a few different pieces of information about any colour on your screen. You can highlight anywhere and it gives you a box with the hex code, RGB, and HSL (Hue, Saturation and Lightness).

This is handy for very quickly grabbing Hex codes for if you are designing any banners, or need to change the CSS.


I hope that you find these handy, and if you have any extensions that you use and want to be added to this post, then leave a comment below, and I will check them out!

Love Keyboard

Valentine’s Special: 7 writing secrets to help you create seductive content

Love keyboard

Content creation is a bit like wooing a beautiful girl. You’re clear about the end goal, but what’s the best seduction technique to get you there? When it comes to writing compelling web content, you need a similar strategy to attract readers to your page and keep them engaged so they stay there. But how?

It is a well-known fact that your typical online visitor has the attention span of a love struck teenager. And while SEO managers can analyse session durations, dwell times and bounce rates all night long, what it really comes down to is that you only have a few precious seconds to sweep your readers off their feet.

As it’s the month of love, let’s take a look at a few winning ways of spicing up your web content in an effort to seduce your online readers.

1 – Heading for success

Did you know that your choice of title is more important than the actual article? It makes sense when you remind yourself that web visitors skim read for information. If the header doesn’t instantly turn you on, why would you click through to see the rest?

Try to find an interesting or unusual angle to an otherwise unsexy topic. Make it specific, informative, engaging, entertaining, shareable. Rather than ‘Home made romantic sweets’, say ‘5 tempting nibbles for your Valentine’. Be honest, which one would you rather read?

2 – Give it body and soul

Of course, the proof of the pudding is in the eating. In other words, if your article doesn’t deliver what the title so enticingly proposes, it’s no better than click bait. Choose a juicy topic that gives you a platform for;

  • education and information sharing
  • action and empowerment
  • humour and feel good entertainment

Most importantly, write assertively and with authority but without losing the reader’s attention. Use ‘you’ (not ‘I’) to better connect with your audience. Write with a mass audience in mind rather than the select few.

Have you heard of the inverted pyramid method? It’s a way of structuring your article that puts the key information and any conclusions you are drawing at the beginning of the text, not the end.

Content words on iPad

3 – KISS – Keep It Simple, Stupid

When you’re writing for the web, keep it short and keep it simple. Complicated vocabulary and technical jargon turns people off quicker than you can pucker up. Short, easy-to-understand paragraphs separated by white space are best. Stick to one thought per paragraph and don’t make it more than a few lines long – five is good, three is better, and single sentences can really stand out.

Employ text formatting and structure to make your webpage, blog post or article easier to navigate. Headers and subheaders are a great idea, and bullet points are a good way to break up solid text. Try using numbered lists instead of paragraphs.

Keep it Simple, Stupid

4 – Are you linking?

Same as in writing for print, it’s good netiquette to reference your sources. Apart from being the right thing to do, it also lends authority to your opinions, assertions and any figures quoted. Add a hyperlink (and do choose the option to open it in another window, so your reader doesn’t bounce away from your site!) when you mention another organisation by name.

Government or other official sources, press articles, professional bodies, charities etc. should all be linked to, though I probably wouldn’t go as far as linking to competitor sites. Doing this can help you get valuable backlinks, and if you’re really lucky you may even get a reciprocal link or quote. Now that would be a result!

5 – Love your language

This one is very simple: if you write professionally, you need to have an expert grasp of the English language. Nothing says amateur more like a page of goofy grammar and toe curling typos – it will have your would-be readers run a mile!

Proofreading is a key ingredient to ensure your copy is nothing short of perfect. Take a break after you’ve finished writing and check it with fresh eyes later-on, or better still get a fellow word lover to do the job for you.


6 – Add some magic keywords

Writing keyword-based posts can present a bit of a double-edged temptation. What’s more important: a blog or web page that is keyword-rich and will make your copy more search engine friendly, or one that is inherently engaging and shareable? Achieving both must surely be the Holy Grail of content creation.

While content writing for the web should always be driven by SEO strategy, keyword cramming is never ever the answer. In fact, if you stuff keywords into your copy willy-nilly, you’ll be watching your readability, conversion rate and SERPs rankings plummet faster than you can fall out of love, as your readers bounce off the page and Google penalises your site.

Much better to cleverly insert relevant keywords organically throughout the text, particularly in the first and last paragraphs, and otherwise focus on beautifully crafting your content.

7 – Give them more

All good things come to an end, unless you add a call to action. Where can your reader learn more? Is there an interesting video to watch, a newsletter they can subscribe to or an expert they can contact? Obviously, provide hyperlinks that can be clicked on to fulfil the action.

It’s a great idea to prolong the positive web experience in this way as it plays straight into your hands. Let the content work its magic by encouraging web visitors to share the information gleaned, or by directing them to other areas of your site.

website optimisation

SEO Basics – Title Tags, what are they and how can they help?

website optimisation

When you’re browsing a website or looking through Google search results, you will without a doubt end up seeing title tags on almost every page that you click on. When done correctly, title tags can be very beneficial for you, your business and the people visiting your website. A good title tag will also improve the overall optimisation of your website and improve click through rates. In this blog, we’ll be taking a look at what title tags are and how they can help improve your click through rates and overall SEO.

What is a title tag?

A title tag is a short snippet of text that shows the title of your page in search result pages and browser tabs. For example, if you hover over the tab for this post in your browser you will see the title tag we have added. A good title tag is typically short, contains one or two keywords related to the page, a pipe command (This character: | ) and then your company name. This helps to show your readers what the page is all about, as well as sending positive signals to Google.


Title Tag


The recommended length for a title tag is 50-60 characters. A title that is too long will not display properly on Google, so it is important to keep within this limit. However, different devices may only be able to show title tags at different lengths. You might have written a great title tag that displays correctly in Google on a desktop, but it could be too long to show correctly on a mobile device.

As with all aspects of Search Engine Optimisation, keyword stuffing is frowned upon. This looks spammy and will drive away potential customers, as well as sending negative signals to Google which will result in your page ranking much lower.

Luckily if you’re using WordPress, you can easily add title tags in using plugins. If you’re on a different Content Management System (CMS) you will probably need to add this to the html on each page in head section, for example <title>Internet Marketing and SEO Agency in Sussex | Artemis</title>. Speak to your site administrator to find out the best way of adding these in on your website.

Why are Title Tags useful and how can they improve my SEO?

Title tags have two main benefits. Firstly, they are a great way of getting visitors to click through to your page from search result pages. A short and tidy title tag with a clear message could make all the difference when a potential client is looking through the search results. Good click through rates from well written title tags also send positive signals to Google, making your page more likely to rank higher. If you have a poorly structured title tag, you could end up unintentionally sending prospective clients to competitors with better title tags.

Keywords in title tags help to send signals and let Google know what your page is about. Not having a keyword in your title tag can dramatically reduce your chances of ranking higher, especially if your competitors are using well-structured title tags with the terms that you’re trying to target. Having the keyword close to the start of your title tag will also help Google to see it easier. Remember not to use too many keywords and to write a nice, short title tag, as Google will be more likely to rank this higher.

A quick recap

  • A title tag is a snippet of text that shows in search results and in browser tabs.
  • Keep your title tags short and make sure they are well written. Avoid keyword spam!
  • Title tags help customers know what your page is about and improve click through rates.
  • A good title tag will send positive signals to Google, making your page likely to rank higher.

If you would like to discuss the subject covered in this blog or any other SEO concerns, get in touch with our professional SEO team today. Keep an eye on our blog for more SEO advice and updates.

Google Internal Links

Internal links – what are they and how can they help?

Google Internal Links

Internal links are everywhere – you’ve probably come across plenty of them on every website you visit without giving them much thought. Internal links can be very helpful – not just for people using your site, but also for how Google sees and ranks your website. In this blog post we’ll be taking a brief look at internal links, explaining what they are and how they can improve your website and overall SEO.

What is an internal link?

An internal link is simply a bit of text on your website that is linked to another page on the same site. For example, imagine you’ve just added a new page about one of the services your business provides and you add a link to this within the text of your main services page. This hyperlinked text is called “Anchor Text” and anyone who clicks on it will be taken straight to your new page. Luckily if you’re using WordPress then adding an internal link is easy – just highlight the text you want to use in the page editor, select the paperclip icon, paste in the url of the targeted page and click apply. You can see an example of this in the image below.

What is an internal link?

Why are internal links helpful and how can they improve my site?

Internal links are helpful for two main reasons. Firstly, they allow site visitors and potential customers to easily navigate your site. You can also use them as a call to action, for example to direct a user towards your contact page to fill in a form submission.

Secondly, internal links allow Google to crawl your site easier which in turn could mean that your pages rank higher in the search results. Google uses internal links to navigate your site almost the same way a visitor would to explore your site, see new pages and index them, so including internal links is a good idea. Using a keyword as the anchor text for your internal links is recommended as this signals to Google what the page is about. Say for example you’re linking to a specific services page, rather than using services as the anchor text you should use a keyword that also helps describe the page, such as SEO Services.

Too many internal links on a page however is not ideal and may negatively impact your rankings. A lot of links clumped together on a page also looks bad from a user perspective and can make your page look spammy and unpleasant, causing potential customers to click away from your site. Similarly, you should also avoid using too much anchor text for your internal links and avoid stuffing too many keywords in as well. This is also considered to be spammy to Google.

A quick recap

  • An internal link is a hyperlinked piece of text pointing towards another page on your website
  • Internal links help customers navigate your website
  • Internal links also help Google crawl your site easier and index your pages
  • Use keywords in your anchor text to let Google know what the page is about
  • Keep your internal links short and sweet – avoid using too much text and keywords in your links
  • Avoid using too many internal links to keep your page looking good

If you would like to discuss this subject or any other SEO concerns, don’t hesitate to get in touch with us today. Visit our blog regularly for more updates from our SEO team.