Web content writing services – siege warfare

If your website matters to your business and you want it to be found, you’ll need to compete in organic search. This is the battle for who shows up in the list of 20 links on the left side of the search results pages – the free side. Many business owners don’t realize how limited the “real estate” is. Working in web content writing services and marketing, we’re experts in helping companies compete.

The only way to win is to “lay siege” to specific phrases.

A quick note
Remember that there are 3 parts to search success -

• Content writing
• Link building
• Other factors – age of your site, code structure, etc.

How did claiming phrases get so brutal?

The Second Edition of the Oxford English Dictionary contains 171,476 words. You would think that, with 2-word phrases, you’d be able to own some really good ones in your industry; but this is becoming increasingly difficult. In fact, key phrase work in some business categories is so competitive you’ll have an extremely difficult time owning the precise phrase you want.

Usually, competition of this level means you’re in a mature industry with entrenched competition. I’m not convinced that’s the case among web content writing services. But that’s because I define the industry more broadly. Getting companies to the upper pages of search results involves more than content writing, so I’ll assess them individually —

Search engine optimization (highly competitive) - These guys are the reason it all got so brutal. SEO is a catch-all phrase to define companies who do anything they can in that list of 3 categories for search success, above. While there are some good ones in North America, many of the others employ bottom basement labor in India to do what they’ve termed ‘link farming.’ While these “factories” excel at such menial tasks, this practice is quickly getting a low value from search engines like Google. These same companies are absolutely abysmal at content writing, which is why they often call Ion Leap asking for help. Recently, one of the largest called us to ask for assistance cleaning up a mess they created by paying bottom basement dollars to writers who, subsequently, cut and pasted content from a competitor. Google detected the plagiarism and moved the client’s ranking down to page 45 instead of page 2.

Web content writing – (low competition) - As you’ll read on other pages of our blog, content is a large part of what helps companies climb higher on the search results pages. Google needs to see a match between what your prospects are typing in for a search and what’s on your website. SEO companies attempt to do this, but North American clients quickly get tired of the poor grammar and weak key phrase usage. This area is not terribly mature. There are writers out there who are unemployed and available, but few companies like Ion Leap who have figured out a way to make the best use of them. The high-value nature of what we do is what differentiates Ion Leap from a very weak collection of competitors. While they can choose the obvious phrases, SEO companies don’t know how to bring marketing strategy into the battle.

Link building – (highly competitive) - Being unable to perform the other major area (content) which Google values, the SEO factories have focused on linking, making it highly competitive. However, they don’t have the patience to help clients form relationships through links. Google wants your site to be an authority, and you can’t do that without patience and marketing smarts. Now search engines place a higher value on links which come from websites in similar categories. Ion Leap differentiates ourselves from this fray by focusing only on links the way Google prefers them -
high value.

What can your company own?

The key to finding key phrases which you can own and can still add value to your company is to use marketing strategy in the selection process. This isn’t something which a SEO company can help you with. Ion Leap is run by 25-year veterans in marketing, specializing in strategy-led advertising. We’ve always looked for ways to help companies get on top, and search is no different. It can still be done.

Ion Leap follows a process which will help your company find relevant strategic and tactical phrases to match up with what your prospects are seeking. While we won’t reveal it here, we’re happy to speak with you at the contact link above. If you find your company in a highly competitive category, don’t despair. There are flanking maneuvers, direct attacks and there’s always siege warfare. We’ll explain more about these when we speak.

Web content writing services alone are not enough.

In these days of fragmented media and distracted target audiences, using your content as the only method of reaching your prospective customers is obviously not enough. But many companies we speak with are lost as to how they should proceed. Ion Leap brings a full arsenal of options (continuing the war analogy) to help your company compete in general marketing as well.

We often end up suggesting that our clients consider direct marketing, radio, and other traditional media as a way to more precisely reach their target audience. We’ve achieved tremendous results using paid Facebook campaigns, Linkedin ads, and many other tactics.

Ion Leap is, first and foremost, a marketing company. Web content writing services and link building are the most accessible ways we can begin to help companies achieve success in this economy; but they’re only one part of a wide mix of solutions we employ. Please contact us to discuss strategies and tactics for your company.