Rank Higher with SEO Copywriting

How can a copywriter contribute to a website’s success? In many cases, the answer is you can rank higher with SEO copywriting.

Copywriters leverage two key techniques to boost webpage and blog post performance. The first is optimizing content with keywords. The second is creating high-quality, well-targeted content. Using these tools will help Google recognize that your copy will meet “searcher intent” better than competing pages.

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Create High-Performing Blog Post Headlines: 7 Tips to Smashing It

Feature image for Post. High-Performing Blog Post Headlines. Boston Copywriter Westebbe Marketing

Did you know that approximately 6 million blog posts are published every day? How will you get your article to stand out from the rest? You can start by writing a high-performing blog post headline—one that’s descriptive, meets your audience’s needs and, most importantly, makes people want to click on it. Your headline is the first impression people will see on the Search Engine Results Page (SERP), so it needs to be different and more appealing than all the results around it. This article tells you how.

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7 Easy Steps to Reduce Bounce Rates

Reducing bounce rates is critical for SEO and lead generation.

How Can You Improve SEO? Reduce Bounce Rates

The scenario: Your SEO and content strategy worked and you’re finally at the top of the search engine results page (SERP). Your traffic escalates. Your next job is engaging visitors on your site. But what if your valued visitors only glance at the first page they land on and then leave your site without further interaction? That’s a fail, for sure—and it’s called a bounce.” Your next goal is to reduce bounce rates, the metric calculated by dividing single-sessions by all sessions.

What does Google think about Bounce Rates?

The bounce rate represents the percentage of visitors who land on your website and do nothing other than glance at a single page (note that I’ll use “page” and “article” interchangeably). They don’t click on menu items, calls to action, internal links, or interact in other ways. This lack of user engagement leads to a high bounce rate, from which Google infers that your webpage is poor quality or that it’s not drawing the audience it’s intended for.

What is a bounce? A bounce is a single-page session on your site. 
What is bounce rate? Bounce rate is a percentage calculated by sing'e

From an SEO perspective, a high bounce rate will cause your organic page ranking to drop—leading to less traffic, fewer leads, and loss of potential customers. If your overall website is “bouncy,” it can affect how Google ranks your entire site. If you can reduce bounce rate and increase “website stickiness,” the ability to keep visitors on your site, Google will reward you.

Learn more about website Stickiness.

Should you reduce bounce rates to get beyond your average?

What is your “average” bounce rate, and is it good or bad? Find out your bounce rate using Google Analytics or other tools. Once you know that metric, your next question might be, “is my bounce rate is good or bad”? The short answer is that there is no typical bounce rate, so it’s hard to say whether your bounce rates are good or bad–or you goal to reduce bounce rate. The percentage varies widely based on various criteria.

Examples of “typical” bounce rates:

  • Landing pages have an average bounce rate of 60-90%
  • The average B2B website has an average bound rate of 25-55%
  • Blogs have an average bounce rate of 65-95%  
  • E-Commerce and retail sites have benchmark bounce rates of 25-40%, while non-e-commerce sites are higher, at 35-60% (source: Kissmetrics)
  • Content-based websites have bounce rates of 40-60%, while lead generation sites with services for sale are lower, at 30-50% (source: Kissmetrics)

First, we see that the range for each statistic above is pretty broad. Further, “typical” or “average” bounce rates vary by industry, niche, B2B or B2C, where the traffic comes from, type of website, type of web page, and other factors.

No matter what the research shows about bounce rates for companies similar to yours, the only number that really counts is based on setting your own company’s benchmarks. You can reduce bounce rate only by benchmarking your current rate, analyzing factors that lead to bounce rates and, conversely stickiness, and then adjust your content and other website factors to improve results.

What techniques can a copywrite use to reduce bounce rates?

Bounce rate isn’t totally dependent on the written content of your webpage, blog article, or other content. You can also look at how a page is promoted, back-end SEO techniques, page errors, and other factors. However, the copywriter plays a major role in whether visitors leave after a single page or continue to interact with other pages.

Here are key steps for using copy to reduce bounce rates. 

Step 1:

Make quality and readability your top priority.

High quality, authoritative, easy-to-read copy should be your top priority.

If you read my blog articles regularly, you know I put most of my eggs in the “high quality” basket. That’s the single most important thing for keeping people on your site to reduce bounce rates and improve SEO.

The first aspect of quality deals with addressing a specific audience or audience persona about a topic they deeply care about. Second, respect your reader by making the content accurate, easy to read, easy to scan, and as error-free as possible. Third, give visitors a reason to stay by giving them opportunities to dig deeper, with internal links, resources, and tools.

Read these 5 important rules to increase the readability of your blog post.

Step 2:

Logically organize the page.

People’s attention spans are shorter than ever. They want to be able to see at-a-glance what the article’s about, know what topics are included, and quickly pinpoint specific facts and areas of interest. If they can’t scope this out almost immediately, they’re gone. Each web page should be set up with a hierarchy of heading tags, from H1 (your title) to H2 (your main subheads), and down the line to H3, H4, etc. Let’s look at these in more detail.

Step 3:

Create a compelling H1 page title.

What's the difference between Title Tags and H1 Tags? Title tags show up in search engines as the hyperlink that searchers click on and in the title bar at the top of the web browser. They do NOT appear on the actual webpage.
H1 Tags are what users see on the webpage. It is in large text and acts as a title for the page. H1 tags usually do not appear in search engines.

H1 Tags are the first opportunity to keep visitors on the page. Also known as the “post title,” this is the title that shows up on the webpage itself. Note that this isn’t the “SEO title tag,” which shows in the browser window and is the title used in the Google results page snippet. Your H1 page title is the first place where the copywriter can help reduce bounce rates.

Your page title should have impact, interest, and clearly state what your article is about and what the reader will learn. No hype, no self-serving angle, no misleading wording. The right title will get you more organic search traffic. Then, once readers land on the page, the right title will encourage people to move ahead with the article, rather than abandon it at first sight. On the other hand, the wrong title can cause visitors to abandon the page and your website.

Many writers and SEO experts view creating the right titles as something of a science—and spend a lot of time thinking of titles that will enhance performance. Just Google “blog titles” and you’ll get pages and pages of expert advice about how to generate titles that drive traffic. You can also find various blog title generators, such as this one from SEO Pressor or this one from Hubspot.

Step 3:

Guide the reader with logical H2 subheads

What is an H2 Tag? An h1 tag is for your title. An H2 tag is a secondary header that you can user to: emphasize secondary keywords; break up content to make it scannable and easy to read; highlight important pieces of information; saturate content with keywords

H2 Tags, or your main subheads, direct readers from the beginning to the end of the page.If your H1 title passes the first stickiness test, your reader will want a better idea of what they’ll learn from the page. At this point, they’ll either start reading your intro paragraph or scanning your H2 subheads to understand the content, relevancy, and flow of the article.

In addition to enhancing scannability, H2 subheads should guide viewers to information they are specifically interested in. Equally important, each subsection should focus on a discrete idea, and all content should closely reflect the subhead it falls under. If section content is redundant or doesn’t fit the subhead, you will confuse both Google and the reader. Also, include your keywords (or synonyms) in H2 subheads; don’t overdo keyword use or inappropriately force it, or Google and your readers will be turned off and your bounce rate will jump.

Step 4:

Write an intriguing intro paragraph.

Either directly after the page title or after skimming the subheads, your reader moves on to the critical first sentence of the intro paragraph. There are many techniques to grab the reader here, such as asking a question, sharing an intriguing statistic, or placing a relevant quote.

If your first sentence is successful, your reader will continue reading through the paragraph to get a general idea of what the article is about, what they’ll learn from it, and why they should care. If you do this job well, you have hopefully succeeded in encouraging the reader to plow ahead, deeper into the article.

Step 5:

Create ways to maintain the reader’s interest.

Good formatting techniques can help create visual interest, pinpoint interesting facts, and make an article easier to read—and this reduces bounce rates.

Your readers’ time is limited. They are busy and easily distracted, whether they are at home or in an office setting. Nowadays, with so many people working remotely, you’re competing again kids, home entertainment, and tasks of everyday life. Make it easy and enjoyable for them to move through and digest content.

Techniques to boost reader interest include:

  • Making sentences short, easy to understand, and varying in length.
  • Breaking up the copy with graphics, lists, subheads, callouts, and similar details to add some eye-calming white space.
  • Using bold and italic text to highlight words to call attention to certain items and to improve readability.
  • Using color as accents, sparingly.
  • Avoiding hype, jargon, or complicated words when an easy one will do.
  • Including interesting graphics, charts, videos, or other items that cause the reader to stay on the page longer.

Step 6: Include the right information and depth of knowledge.

If a webpage doesn’t have enough information, is too general, or is too complex (or not complex enough), it may lack the decision-making information your reader wants. Any of these situations can make your visitors leave and disengage. These decisions will also vary based on the type of page you are writing (blog article, product page, contact us page). Each type of page has opportunities to make it appealing, readable, and optimized to decrease bounce rates and increase conversion.

Here are some questions to ask before you write:

  • Know how much information and level of knowledge is right for your audience.
  • Are they looking for a casual read or more in-depth information?
  • Where are they in the marketing funnel?
  • How much time do they have?

Step 7: Include internal links to move them through the site.

Smart use of internal links promotes important pages on your site and gives readers opportunities to read related or more in-depth content. Up to several internal links on a page can help readers engage, but too many can be overwhelming, confusing, and difficult to read.

I’m going to repeat the previous paragraph in 2 different ways so you can see what I mean (Note that the links in the paragraph are fake!):

Smart use of internal links promotes important pages on your site and gives readers opportunities to read related or more in-depth content. Up to several internal links on a page can help readers engage, but too many can be overwhelming, confusing, and difficult to read.

Messy, right? Instead, cut down the number of links or find alternate ways to display them. Here’s the same paragraph—you still have internal links, but it’s easier for the readers to identify extra resources that interest them

Again, the sample paragraph below includes fake links.

Example 2 – fewer, but more useful, links:

Smart use of internal links promotes important pages on your site and gives readers opportunities to read related or more in-depth content. Up to several internal links on a page can help readers engage, but too many can be overwhelming, confusing, and difficult to read.

Read more about internal links here.

Here are more resources about readability.

Much better! The paragraph above shows that you can have several links even in a short paragraph without overwhelming the reader (and making them leave the site).

Successful copywriters focus on engaging readers to reduce bounce rates.

A copywriter’s first duty is to the reader. However, it would be silly to suggest that a modern copywriter doesn’t have to be mindful of website performance. It just takes a little more knowledge and practice. If you use external creative resources, look for a freelance copywriter who creates SEO-friendly content that engages your audience, and keeps them on your website.

For high-quality web content that boosts traffic and reduces bounces, contact Westebbe Marketing, a Boston-based agency specializing in high-performing original content.

Contact us online, call us at (617) 699-4462, or email us.

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#SEOcopywriting #BounceRate #WebsiteStickiness #MarketingCopywriter

6 Easy Ways to Find New Blog Topics—For Free

What happens when you run out of ideas for your blog? Every blog writer experiences this problem from time to time. If you’ve been writing blog articles for years, it can seem like you’ve already written about everything under the sun relating to what your audience cares about. But it’s really not hard to find new blog topics that are high-performing if you know where to look.

There’s also no point in guessing what’s important to your audience when it’s so easy to find out. You can stop that brain cramp immediately with a few simple techniques. Here are some free, easy ways to generate blogging ideas that appeal to your audience fast, without any complex or expensive analytical tools.

1. Look Inside Your Organization to Discover New Blog Topics

Expand a Previous Blog Article.

Look at your blog history and see which articles have performed well. Most likely, you can find new blog topics based on sections of that article. For example, if you’ve written about how to bake a great cake– refining your batter, baking it correctly, and perfecting the frosting—you can write an article about any of those three areas. Just add some more detail and examples, and you’re ready to go. Plus, you can add an internal link to your previous article.

Talk to Your Sales and Customer Supports Teams.

Why not go right to your front lines with the folks who interface most with your customers? While there’s often a strange disconnect between sales and marketing, this is a good way to break it down while discovering new blog article topics. All you need to do is discuss their conversations with prospects and customers. You’ll gain valuable insights into which products are most popular and why, features that are most important to prospects, customer pain points, the most common questions, and more.

2. Find High-Performing Topics Using Google SERPs and Tools.

One of the best ways to find new blog ideas based on SEO is just by doing a Google search. When you input your keyword or phrase, the Search Engine Results Page (SERP) will put a slew of information right at your fingertips. Just look at several sections of the SERP, as follows:

People Also Ask

Look at the “People Also Ask” section, which appears near the middle of the page. You’ll see rich snippets from search queries, with links to the website where Google collected the answer. This section can provide ideas about your industry, brands, products, and more. Plus, you’ll identify key competitors are and better understand what Googles determines is high-value content. For example, I inputted “What are popular gemstones?” and got the results below.

People Also Ask Section on Google SERP. Find New Blog Topics. Boston Copywriter.
People Ask Ask section on Google SERP

Related Search Suggestions

You can also look at related search terms at the bottom of the page. In the “What are popular gemstones?” search, the related search section shows the terms below.

Popular Search Terms at bottom of Google Search Page. Find New Blog Topics. Boston Copywriter.
Popular Search Terms at bottom of Google Search Page


This Google feature helps speed up searches by predicting search terms based on actual Google searches. When you start typing in the search bar, Google will try anticipating your query based on popular search terms. For example, the image below shows the autocomplete box as I began typing, “what are popular kitchen appliances?” This search term shows up near the middle of the autocomplete box. If I had a kitchen store, I could write about any of these topics.

Google Autocomplete suggestions for "What Are Popular Kitchen Appliances." Find New Blog Topics. Boston Copywriter.
Google Autocomplete suggestions for “What Are Popular Kitchen Appliances”

Google Trends

Google Trends is a website from Google that analyzes the search volume of queries across time frames, languages, and regions. You can find new blog topics using graphs that compare the search volume of different queries over time. You can utilize this tool for everything from technological forecasting to SEO optimization and, yes, to glean ideas for blogs. 

Google Trends Provides Several Ways to Understand Audience Response to Topics. Find New Blog Topics. Boston Copywriter.
Google Trends Provides Several Ways to Understand Audience Response to Topics

Google Analytics

Google Analytics is a tool that measures the effectiveness of different activities on your website. When you integrate Google Analytics with your website, you can find out where traffic comes from, how long people spend looking at what pages of your site, and the topics of content on your site that perform the best. One way to use the tool is to identify the most traffic-driving keywords by looking under the Traffic Sources tab and selecting “Keywords.” Another idea is to look at demographic information to learn which topics most interest your audience.   

A Google Analytics Report shows high-performing articles for new topic ideas. Find New Blog Topics. Boston Copywriter.
A Google Analytics Report shows high-performing articles for new topic ideas.

3. Get New Blog Article Topics Using Social Media Channels.

Using social media to find new blog topics is a no-brainer, and there are so many ways to do it. For example, read blog comments and social media feeds on your and your competitors’ social media channels. LinkedIn Groups and other forums are valuable for “listening in” to conversations of like-minded professionals and seeing what topics are getting a strong response. Another suggestion is to keep up with about industry news and trends is by reading popular industry blogs, publications, and influencer social channels. Finally, be sure to check out the feedback on your forms, emails, and other channels where customers engage with you.

4. Utilize Question-and-Answer Sites and Listening Tools.

While there are several major question-and-answer sites, Quora–one of the most well-known–is a great way to find new topics For example, when I input the term “blogging,” I see several ways to search a topic—by author, type, time, and more. Plus, at the top left of the page, you can either “create a space” or “discover a space” and then follow the topic so you can keep abreast of all the latest and greatest.

Quora Question and Answer Site. Find Blogging Topics. Boston Copywriter

5. Get New Insights with Listening Tools

There are some great tools for listening in on what people are saying online. You’ll have to try them out to see what works best for you, but popular tools include:

AnswerthePublic: This site listens in on autocomplete data from Google and other search engines, then generates useful phrases and questions people are asking around your keywords. You can use their free tool to get instant, raw search insights or upgrade to a paid plan for more in-depth monitoring. You can get started by going to their official homepage, and putting in a seed keyword.

BuzzSumo: BuzzSumo, which offers a free basic tool, is a cloud-based platform that provides information about the best engagement, content, and outreach opportunities across social and search. You might also check out free or limited-version tools from SimilarWeb, Marketing Miner, and others.

6. HubSpot

Hubspot has a wide variety of useful free tools, including their Idea Generator. This free online tool lets you enter three different nouns and provides five topic ideas to spur your thought process. For example, I inputted elephants and got the following topics:

  • Elephants: Expectations vs. Reality
  • Will Elephants Ever Rule the World?
  • The Next Big Thing in Elephants
  • Elephants explained in Fewer than 140 Characters
  • This Week’s Top Stories About Elephants

These ideas would certainly jumpstart my elephant-focused mind. A paid version offers 250 more blog ideas, along with modern SEO Tips.

HubSpot Idea Generator - Boston Copywriter

Now You’re Ready to Find Blog Ideas That Work!

There are so many easy and free ways to find great new blog topics that you’ll never need to be stumped again. If you have a topic but are having a hard time getting started, here are 8 Ideas to Banish Writer’s Block. The important thing is not to waste your effort, resources, or valuable time with topics that are unlikely to be effective. Using the techniques above, you find new blog topics that will entice your audience, build traffic, and lead to conversions. If writing isn’t your thing, you can outsource your blog articles to Westebbe Marketing, a creative company that specializes in original, high-quality, SEO-friendly copywriting that gets results.