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SEO Copywriting: The Blank Sheet Of Paper Test

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Just write great content and rankings will follow blah blah blah. We all know that's not true. If you're writing web content, and you want people to find it, you need to understand SEO. But you DON'T have to be an SEO pro. Follow the Blank Sheet of Paper Test for optimized copy that doesn't suck.

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SEO Copywriting: The Blank Sheet Of Paper Test

  1. The Blank Sheet Of Paper Test Writing SEO-Ready Copy That Doesn’t Suck Ian Lurie @ianlurie
  2. I am an SEO nerd writer gamer cyclist
  3. Copywriting is not about SEO. “ ”
  4. Copywriting is not about SEO. “ ”
  5. You can do SEO without trashing your writing.
  6. But you still have to do it
  7. Where the algorithm’s going
  8. Expertise Authority Trustworthiness
  9. SEOs “EAT!”
  10. If E-A-T is news, you are s-c-r-e-w-e-d
  11. BERT
  12. Say “optimize for stop words” and she (?) shows up at your door
  13. No-click SERP features
  14. BERT binary representation of words vectors entity recognition syntax sentiment schema tokenization stemming lemmatization latent semantic indexing TFIDF POS tagging bag of words reverse indexing Zipf’s Law Levenshtein distance blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah
  15. Let’s get practical, shall we?
  16. Search engines deliver chunks of content based on searcher requests.
  17. They decide what to deliver by comparing searcher intent to content.* *Some search scientist is going to punch me in the face for this description, but it works for our purposes, OK?
  18. They set context using words, language, and structure.* *Some search scientist is going to punch me in the face for this description, but it works for our purposes, OK?
  19. We need to make their job easy.
  20. The Blank Sheet Of Paper Test
  21. The Blank Sheet Of Paper Test
  22. The Blank Sheet Of Paper Test
  23. BSOPT Pronounced “BEEE-SAH-P-T”
  24. Will this content, shown on a blank sheet of paper, make sense to a stranger?
  25. Clarity above all else
  26. The Problem Is Context
  27. “Happy office people”
  28. “Creepy somewhat racially-balanced company of attractive people ready to cook you with fava beans.”
  29. The Wall Comes Tumbling Down
  30. Clarity out of context > Gold
  31. Lack of clarity = Cringe
  32. “Supreme Court Tries Sodomy”
  33. “Supreme Court Tries Sodomy Case”
  34. If you write to pass the blank sheet of paper test, you write optimized copy
  35. Will this content, shown on a blank sheet of paper, make sense to a stranger? What does this stranger want???
  36. Blank Sheet Of Paper Test Rule #1 Know what the stranger wants. Look at searcher intent.
  37. Capybara has two meanings Photo by Dušan Smetana
  38. We’re not sure what strangers want when they search for capybara food
  39. We know what they want when they search for capybara nutrition
  40. Capybara food includes squash, lettuce, popsicles and french fries. For best nutrition, give them more lettuce and fewer popsicles.
  41. Capybara food includes squash, lettuce, popsicles and french fries. For best nutrition, give them more lettuce and fewer popsicles. BSOPT: You’re writing about what Capybara eat.
  42. People searching for “capybara” want information. Fill their blank sheet of paper with knowledge content.
  43. People searching for “capybara coat” want a product. Fill their blank sheet of paper with horrible twisted awful products that only mean people would buy.
  44. Transactional Informational Hybrid intent
  45. Create a recipe page Transactional Informational
  46. Fill the blank sheet of paper with answers to their questions
  47. Moz
  48. Quora
  49. Will this content, shown on a blank sheet of paper, make sense to a stranger? What should I write?
  50. Blank Sheet Of Paper Test Rule #2 F—k the funnel Get to the point
  51. You sell capybara food…
  52. The traditional approach Capybara mating habits Capybara swimming Cute capybara Capybara food I hugged a capybara. You should, too Capybara with hats Feral capybara Capybara singers
  53. BSOPT
  54. Fill the blank sheet of paper with content that you know the reader will want.
  55. Fill the blank sheet of paper with content directly related to your offering that you know the reader will want.
  56. Capybara food Capybara Capybara health Nutrition Cute capybara Write about this Then this If you run out of ideas No Never
  57. Will this content, shown on a blank sheet of paper, make sense to a stranger? What is the stranger’s vocabulary?
  58. Blank Sheet Of Paper Test Rule #3 Speak their language. Use the keywords.
  59. Don’t avoid the keyphrase* *sorry Haggar love you guys
  60. Not sure? Look at Google Trends
  61. Check search features People are confused!
  62. Check out our denim pants!!!!
  63. Check out our denim pants!!!! BSOPT: You sell pants made of denim. Not jeans, sweatpants or anything else.
  64. Use their word These pants are more than jeans. They’re denim. Check it out. Now use yours
  65. Use their word We offer digital workflow made better by process automation Now use yours
  66. Use their phrase Capybara are the world’s largest rodent. 140 pounds. I wouldn’t joke about this. Now use yours
  67. Will this content, shown on a blank sheet of paper, make sense to a stranger? How can I make this content make sense?
  68. Blank Sheet Of Paper Test Rule #4 Control context. Structure your content for clarity.
  69. Put keywords where they matter
  70. Yeah, it’s still a thing
  71. Title/headline/first paragraph etc. etc.
  72. Get to the point
  73. Yay!!!!
  74. But first, The History Of Bicycle Tires
  75. And the anatomy of a bicycle tire
  76. Now, finally, how to install
  77. BSOPT: I’m going to read about the history of bicycle tires. Eventually. Maybe.
  78. Bet they could be #1…
  79. Better. This section, near the top of the page, passes the BSOPT with flying colors.
  80. Lookitthat
  81. (Cat on keyboard)
  82. No answer box But #1 organic
  83. We must ask ourselves, “Why?”
  84. Where are the stretches?!!!! Way the heck down here
  85. No indication of a list
  86. Heading same size as/smaller than copy
  87. I think maybe I’m going to see this thing call sun salutation. Not sure why.
  88. i think that’s supposed to be a list of useful information wow. Total BSOPT fail.
  89. Use headings and numbering
  90. Numbered subheading
  91. I’m going to see a list of stretches. This stretch is “calf stretch into wall”
  92. That’s what I’m talkin’ about. I know exactly what I’m going to get. Perfect.
  93. Not a coincidence
  94. Will this content, shown on a blank sheet of paper, make sense to a stranger? How do I make sure I get on the blank sheet of paper?
  95. Blank Sheet Of Paper Rule #5 Do the plumbing
  96. Behold…
  97. Title tag, but you already knew that Title tag
  98. Title tag
  99. ALT attribute
  100. Ah HAH
  101. Editing the ALT attribute in Wordpress
  102. The SERPS are your first blank sheet of paper
  103. Make sure your result passes the BSOPT
  104. Description tag: Optimize for clickthru by passing the BSOPT
  105. Test using PPC
  106. Random: URL permanence
  107. capybarakingdom.com/annual-report/ /annual-report/2017 /annual-report/2018 Never change the current URL
  108. capybarakingdom.com/annual-report/ /annual-report/2017 /annual-report/2018 In 2019, the 2019 report lives here
  109. capybarakingdom.com/annual-report/ /annual-report/2018 /annual-report/2019 /annual-report/2017 And the 2019 report lives here In 2020, the 2020 report lives here
  110. Random: Link if it makes sense
  111. Onsite Offsite
  112. In Conclusion…
  113. Always more. schema
  114. BSOPT Pronounced “BEEE-SAH-P-T”
  115. Will this text, written on a blank sheet of paper, make sense to a stranger?
  116. Apply this everywhere, and you’re writing optimized copy.
  117. That’s It @ianlurie ianjlurie@gmail.com Look at that face!!!!!

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