SEO Copywriting guide

Part 5: Connecting needs to products

Finding keywords sounds simple, but it isn’t always so mechanistic. What would people actually search for if they wanted what you offer? For some sites, such as those selling furniture, this is an easy question to answer (‘furniture’, ‘sofa’, ‘armchair’, ‘dining table’ etc). But if you’re selling a service, things aren’t so clear-cut – particularly if the service is new or unusual. It’s important to distinguish between a search for a specific product or service and a need for which the solution is not yet known.

Let’s say your organisation offers the chance for people to ‘part sell’ their mortgaged homes, thus redeeming part of the value. The industry term for this is ‘equity release’ or ‘equity drawdown’. But would the target audience know that? Might they not be searching for ‘debt advice’, ‘financial advisor’ or ‘retirement fund’? You might need to create a path from the audience’s situation to the product, rather than expecting them to know all about it before they start searching.

Now read Part 6: Choosing the right company name for SEO

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