When it comes to crafting good SEO content, it’s common to automatically think of blogs and landing page copy. But did you know that there’s another important aspect that directs your audience towards your content? Well, it’s all down to the power of metadata. 

While many marketers are familiar with the throes of website copywriting, metadata also deserves some attention. That’s what we’re going to discuss today — what metadata is, why it shouldn’t be skimped on, and how you can use it to enhance your website’s rankings.


What is metadata and why is it important for SEO?

Let’s start with the importance of metadata in SEO. It’s essentially the tool that pushes your content from a piece of code to a trustworthy resource on the results page. 

To do this, search engine crawlers (little tech bots) will crawl through your page’s metadata fields, scoping out what your page is about, assessing the quality of your content, and determining how useful it is to the end user.

For your content to rank on a search engine, the data will then be indexed. Once it’s indexed, your content will be visible to users searching for a relevant query. From this information, your content will then be ranked on the SERP (Search Engine Results Page). 


The different types of metadata and how they impact the SERP

Metadata is made up of many different aspects, commonly known as meta tags. Meta tags are all about communicating to search engines what your page is about, how they should read your information, and who the target audience is.

Title tags

Your main and most important anchor. This is the first thing your target audience will see on the SERP, potentially inclining them to make that all-important click to your website. As such, you should provide a clear and comprehensive idea of what your page is about. Here’s an example of a SERP from one of our blogs about 2024 SEO tools:

Meta descriptions

Meta descriptions act as a clear description of your content, and it’s shown along with your title tag on the SERP. It gives the user an insight into what they’re clicking on, and it’s always best practice to include a few target keywords here to match user intent. If your keywords match with what a user has typed into the search bar, they’ll even appear in bold:

Heading tags

Instead of appearing to users as a block of text, heading tags are used to identify headings and subheadings within your content. You won’t find these meta tags in the examples above, as the heading tags are hidden within the code of your content. The use of heading tags can influence your SEO ranking as it helps crawlers understand the page’s structure, and it also helps with user navigation.


How do meta tags impact the search engine results?

Ultimately, meta tags contribute to how your website appears in the SERP. Your meta title is the first hook, and the meta description is a taster of what’s to come. They make up your target audience’s first impression of your website, and they can determine whether they click through to your offerings or not. 

This has a knock-on effect, impacting your traffic and engagement rates and then your website’s SEO and rankings. From this, your visibility will also be affected, potentially reducing the amount of people who see your content.


Best practices to follow when writing meta tags

When writing metadata content, it’s important to tread the fine line between staying true to your brand personality and adhering to what search engines are looking for. 

Meta titles

  • Ensure all of your meta titles are unique, concise, and accurate to the content within the page. Never be misleading.


  • Keep your meta titles between 50 — 60 characters long. Use tools to check how they’ll appear in the SERP.


  • Include keywords naturally where relevant. If they look forced in then the crawlers may notice, resulting in a negative effect.


  • Include your brand name (like we have in the examples above). It will help the search engine build up an image of your brand, the quality of your information, and your expertise within your niche.


Meta descriptions

  • Your meta description is a chance for you to reflect your page’s value. Add a hint of your tone of voice and explain what the page is about. Ultimately, tell your audience why you are the website they should click on for their query. What can you offer?


  • Bear in mind that SERP snippets come with a character count. Aim to keep your meta description between 150 — 160 characters.


  • Include a call-to-action to persuade the user to take action.


  • Include a few relevant keywords (as long as they’re necessary and fit into the context of your page). Try not to keyword stuff — make sure that the keywords used have a significant purpose in aiding the user’s query.


Optimise your metadata with Narwhal Media Group

It’s the job of our in-house SEO experts to put your website in the spotlight — and metadata optimisation is an essential part of this process. Interested in seeing how we work? Our copywriting services are all about our writers getting to know your business from the inside out, ensuring that all content creation and optimisation is done with your brand personality in mind. 

We offer tailored SEO services to a range of businesses, delving head-first into the data and using our experience to help you reach record-breaking rankings. SEO gives you an undeniable advantage against your competitors, so why neglect it?

Get in touch with our team today to find out how we can help you get your business recognised.

Competition is what drives motivation, pushing business owners to distinguish themselves from the crowd. This is why your brand’s tone of voice should never be an afterthought — it makes you recognisable and encourages a deeper connection with your audience. 

But how do you structure a brand voice that resonates across all of your marketing efforts? From landing page content and blog posts to social media ad copy, it’s all about mastering the art of communication — not just in what you say, but how you say it.


The pillars of effective tone of voice

Before we go into our tone of voice tips, it’s important to note that your tone of voice consists of: 

  • what your brand says
  • how it says it
  • why it says it
  • who it’s talking to. 

As you’ll see, these four pillars can act as a content guide, as well as ensuring that every piece of copy has a unique and clear purpose.


1. Understand the 3 C’s of brand voice

The 3 C’s of brand voice can easily be broken down into clarity, consistency, and character. Each of these elements should play a crucial role in ensuring your message resonates with your audience at all times.


Clarity is all about keeping your message crystal clear so it can be easily understood in all circumstances. Sometimes, it may be necessary to add a bit of extra flair to your copy, but this shouldn’t be your go-to approach. It’s always a good idea to assess where less means more.


Say you have an example of your social media copy, and then an example of your website copy side-by-side. You should be able to instantly recognise your brand’s tone across any and every platform. Consistency is incredibly important to consumers — they like to know what to expect and what they’re getting from you.


Every brand has its own personality. It’s one of the best things about running a business — so why not utilise your unique business personality in your marketing communications? 

If your brand is playful and fun, you can reflect this in your tone of voice by using lighthearted language and jokes, for example. Is your brand more on the serious and sophisticated side? Use your language to convey authority and trust, providing answers and solutions that appease your target audience’s needs and pain points.


2. Create actionable tone of voice guidelines

Your tone of voice (TOV) guidelines should act as a blueprint for your business’s communication strategy. TOV guidelines often act as a developing document, changing with the trends and needs of your target audience. However, TOV guidelines can also offer a clear structure for you to return to when you need to take action.

Your guidelines should clearly set out the rules of engagement and the do’s and don’ts of how your brand communicates across all platforms. They need to provide clear, actionable steps that ensure your employees can reflect them consistently throughout their content. When you have your tone of voice guidelines ready, it’s always a good idea to talk through the document with your team, making sure they understand the reasoning behind your approach and feel the guidelines are appropriate for your brand. This will also allow you to iron out and develop any issues raised.


Crafting your business’s TOV

Here are a few steps to help you create actionable tone of voice guidelines:

1. Define your brand’s personality: Start by laying out the core characteristics of your brand. Is it professional yet friendly? Innovative yet approachable? This will act as your clear starting point.

2. Lay down the rules and examples: Clearly outline how your chosen personality traits should be reflected in communications. For example, if your brand is friendly, use colloquial language, and avoid corporate jargon where possible.

3. Review and revise: Your brand will naturally evolve over time, and so should your tone of voice guidelines. Don’t be afraid to go back and change things — this will ensure your guidelines remain relevant. It doesn’t mean they were wrong, just that they’ve served their intended purpose at the time.


3. Gather and use constructive feedback

Our top tip? Listen to your audience. If you have multi-platform communications in your strategy, you essentially have free feedback just waiting for you to take notice of it. Your tone of voice should be guided by your target audience’s needs and responses — a great opportunity to make adjustments, ensuring that you resonate even more deeply with your audience. 

Not sure where to start? Begin by adding quarterly reviews to your marketing strategy. This will ensure that you’re not just talking at your audience. Instead, you’ll be able to engage with them, learn from them, and evolve your tone of voice to meet their needs and expectations.

Use surveys, social media interactions, and customer service communications to reveal insights. Then, weave this feedback into your communication strategy, tweaking your tone of voice guidelines as you go. It’s the best way to ensure that your brand’s voice stays fresh, relevant, and authentic.


4. Stay true to your brand

The bottom line is that authenticity fosters trust, builds relationships, and it’s a surefire way to stand out from other businesses in your industry. Why? Because it’s refreshing to see a brand stray from the predictable.

The main challenge with this is balancing professionalism with approachability. It’s a bit of a metaphorical tightrope, but the catch is — you can’t know unless you try.

For example, if our brand were a person, how would we speak to our best customer at a coffee shop? We’d probably be professional but also unafraid to be ourselves — friendly, engaging, maybe even a little humorous. This may look completely different for your business, but that’s the sweet spot for us. 


Master your tone of voice with the help of Narwhal Media Group

Now that we’ve journeyed through the nuances of nailing your brand’s tone of voice, it’s time for you to put these tips into action. The easiest way to start is by thinking about your own brand’s voice. Does it truly reflect your values? Is it consistent across all channels? If you’re leaning towards ‘no’, then now is the perfect time for a bit of fine-tuning.

We get that tone of voice can seem like a daunting concept at first, especially if you’ve never considered it before. But you don’t have to go it alone. At Narwhal Media Group, we’re all about helping brands like yours find their voice and own it. 

Our content writers are always keen to ensure our clients’ distinct brand identities shine through with each and every word. We’re also lucky enough to work with big brands and household names, crafting tone of voice guidelines to bring their copy to life

Ready to give your brand’s voice the attention it deserves? Dive into the possibility of our copywriting and SEO services. It’s time to make your brand’s voice impossible to ignore.

It only takes a click and a scroll nowadays to realise that the battle for attention online is fiercer than ever — especially for businesses. The leader of this battle? A good old captivating title. 

Our team of copywriters and content creators recognise that a blog title does more than merely introduce content. Did you know that it’s a huge decisive factor in a reader’s engagement levels? 

Let’s explore the strategies to not just capture but captivate your audience with titles that promise value and — most importantly — deliver.


1. Know your audience and meet their needs

Understanding your audience is arguably the most important part of effective content creation. Without it, what’s the point?

By knowing who your readers are, you can tailor your blog titles to resonate with their interests, questions, and needs. This often involves researching your audience’s demographics, preferences, and online behaviours, including the keywords they use when searching for content. This will make your content more appealing to your target audience while enhancing SEO visibility, ensuring your content reaches the right people and sparks interest.


2. Words, power, action!

Blog titles are the perfect time to give your writing the extra oomph. You can do this through the use of action words and power words to significantly elevate the engagement factor of your titles. 

Action words, such as “discover”, “create”, and “explore” invite readers to engage with your content more actively. Power words, like “essential” and “ultimate” evoke strong emotional responses, making the promise of your content even harder to click away from. 

As you can see, incorporating these dynamic words into your blog titles can transform a bland title into a captivating call to action.


3. Don’t be afraid of listicle titles

Ever wondered why you find Buzzfeed-style blogs so captivating? “Top 10 kitchen gadgets you can’t live without”, “6 millennial books that will change your life” — you know the drill.

Numbers and lists in blog titles have a strong psychological appeal. Why? Because they suggest quick, easily digestible information, making them particularly attractive for readers seeking quick answers and solutions. This format will also increase your click-through rates from audiences seeking the most accessible information available.


4. Ask questions

In day-to-day conversations, a question is a great way to show your conversation partner that you’re engaged and interested. So why shouldn’t we do the same for blog title creation?

Posing questions in blog titles is a strategic way to engage readers and spark their curiosity. Subconsciously, the reader will then want to scan the content for answers, making the title more interactive and the content more appealing. Question-based titles are effective as they directly address the reader’s potential queries or challenges, encouraging them to click through for extra informational tidbits.


5. Make use of trending topics

Using buzzwords and trending topics in your blog titles can significantly boost engagement — and this can all be done by simply tapping into current discussions and interests. 

At Narwhal Media Group, our blog writing services include the identification of trends in your industry, ensuring your content is both relevant and timely. However, as with anything, it’s essential to balance trendiness with timelessness, ensuring the content remains what we call ‘evergreen’. This approach not only attracts immediate attention but also builds a lasting resource for readers. The best of both worlds!


6. Offer solutions to your audience’s problems

Titles that offer solutions to common problems are highly effective in attracting readers. They directly target the audience’s needs or pain points after all. This approach not only draws readers seeking solutions but also establishes your content as a go-to resource, enhancing your value and reach.

Not sure where to start? To find your target audience’s issues for blog title creation, dive into platforms where they voice concerns and interests. That’s right — social media and news outlets.

Google News offers insights into current events and trends related to your niche, and social media platforms are goldmines for discovering real-time questions and topics that your audience cares about.


7. Test, test again, and refine

Refining your blog titles commonly relies on understanding your audience through feedback, engagement metrics (like views and shares), and other industry trends. Analysing which titles have historically performed will give you informative insights into what makes your audience tick.

The most important thing to remember is: don’t just stop once you’re finished testing! It’s time to put your findings into action. To efficiently improve your blog engagement and reach, you’ll need to continuously incorporate your learnings and findings into new titles.


8. Try A/B testing

You may have heard of A/B testing before — and it’s not something to be afraid of. It’s an incredibly insightful tool that can help you understand the responses of your target audiences. There’s a reason why it’s used in many marketing fields, such as PPC management, SEO, and content creation

A/B testing a blog title will involve presenting two variations of a title to similar audiences and analysing which one performs better in terms of clicks, engagement, and conversions. You can do this by signing up for tools like Optimizely, Hotjar, and VWO.

You’ll then be able to examine the data from your blog title A/B tests, so you can understand your audience’s preferences better and refine your approach to title creation.

The result?

  • Enhanced engagement: Discovering the most effective titles can significantly increase the reader’s interaction with your content.


  • Increased traffic: Titles that are efficiently optimised through testing tend to draw more visitors, boosting your content’s search engine visibility.


  • Content strategy refinement: Regularly testing your blog titles will help inform your overall content strategy, ensuring it consistently aligns with your target audience’s preferences and trends.


The whole point of A/B testing is ensuring that your blog titles aren’t just guesswork. Instead, A/B testing ensures data-backed blog titles that should reap impressive results, leading to more effective engagement with your target audience.


Improve your blog titles with the help of Narwhal Media Group

Elevate your content and connect with your target audience on a new level with our team at Narwhal Media Group

We’re proud to offer bespoke blog writing and SEO copywriting services — all of which are designed to meet your industry’s unique needs. Our main goal? Ensuring your content not only reaches but emotionally resonates with your target audience. Find out more about our approach to tailor-made SEO solutions and discover how we can enhance your content strategy today. 

Get in touch with the NMG team for expert guidance and support in navigating your business’s digital content creation and strategy.

Discovering that your carefully crafted blog content isn’t performing as expected can be disheartening. However, there’s no need to fear! As an experienced content writing agency, we understand these unique challenges and we’re more than ready to help businesses like yours. It’s our bread and butter, after all. 

To make things easier, we’ll explore the three key ways to deal with underperforming content: updating your content to make it more relevant, deleting posts that no longer serve your goals, and redirecting traffic to more fruitful pages. 

Together, we’ll help you decide which course of action will best boost your website’s ranking and enhance your business’s blog content strategy.


How low-traffic blog content damages your website

You may not know it, but that low-traffic blog sitting in your archive may be doing more damage than you initially thought. 

The thing is, low-traffic blog content can subtly undermine your website’s potential. These underperforming posts can dilute your site’s overall quality in the eyes of search engines, which can be detrimental to your website’s overall ranking. 

Ultimately, this can lead to a lower SEO score, making your site less likely to appear in top search results. Not great when you have competitors you want to outshine.

On top of this, any outdated or irrelevant content can negatively impact user experience, leading to higher bounce rates and reduced credibility. It almost acts like dead weight, pulling down the quality of your entire digital presence.


5 reasons why your blog content is underperforming

Sometimes, despite your best efforts, your blog content might not perform as expected. We get it — it happens. But it’s important to understand the potential reasons behind this underperformance so you can take the next step forward.


1. Your content isn’t optimised for SEO

You might not realise it, but your content could be falling short of search engine optimisation (SEO) best practices. Without the right keywords, meta descriptions, and SEO-friendly formatting, your blog is less likely to be discovered by your target audience. Need a hand with your website’s SEO? Take a look at our SEO services.


2. You don’t have a clear blog content strategy

Having a well-defined blog content strategy or an organised blog planner is essential. Without a clear plan, your content can easily lack focus and purpose — and this will shine through to the quality of your copy. Blog planning is also essential for maintaining consistency and relevance to your audience’s interests and needs.


3. You post inconsistently

Timing is everything, and consistency is key when it comes to blogging. Posting willy-nilly or when you remember can sometimes lead to a decrease in audience engagement and a drop in returning visitors. What’s more, most blog readers prefer a predictable flow of new content as they know what they can expect from your business website. 


4. Your blogs are too long… or too short

Blog length plays a crucial role in SEO. Articles that are too short may not provide enough value to rank well, while excessively long posts can overwhelm readers, reducing your blog traffic. The best blog length for SEO tends to balance value and expertise with readability, usually ranging between 700-2000 words depending on your chosen topic and audience. 

With this, it’s best to use common sense. Put yourself in your readers’ shoes, and think about what length your blog warrants.

We don’t mean to be all doom and gloom, but understanding these pitfalls can help you refine your approach and ultimately elevate your blog’s performance. Crucial if you’re looking to enhance your online presence!


How can you tell when you need to update, delete, or redirect your blog content?

When you conduct a content audit, you’ll be faced with these three options when it comes to managing your underperforming blog content. But — which one do you choose? Let’s get into it.

When to update your blog

Updating your blog content rather than deleting or redirecting can sometimes be the best course of action. Whether this be updating your blog copy directly or using aspects of your blog and reforming it into other forms of content (also known as content repurposing), it’s an effective way to breathe some new life into your posts and say goodbye to any outdated cobwebs. This also helps by making your content more relevant and engaging for your target audience. 

But how often should a blog be updated for the best SEO results? Well, you should — ideally — be reviewing and refreshing your content regularly. Why not aim to reassess your posts every six months to a year? Updating your content will allow you to maintain the SEO value of your original URL while enhancing the content’s relevance and appeal.


When to delete your blog

Deciding to delete a blog post can feel a bit too final — especially for SEO purposes. We’d say that blog deletion is advisable, but only if your content is outdated, inaccurate, or no longer aligns with your current brand message or fits in with your blog content strategy. 

This could be true for posts with information that can’t be updated or repurposed. When you delete your blog content for the right reasons, this can improve the overall quality and relevance of your website, positively impacting your SEO. To avoid this conundrum, ensure that every page on your website contributes positively to your online presence, and keep your content fresh and aligned with your business goals.


When to redirect your blog

The strategic redirect approach is ideal when you have multiple posts on similar topics, causing them to compete against each other in search rankings. You may know this as keyword cannibalisation.

By implementing a redirect (typically known as a 301 redirect), you can merge your content, by channelling the SEO value to a single post. Redirects are also useful when updating a post with a new URL because they ensure that any existing backlinks or traffic to the original post are not lost but instead contribute to your new page’s SEO strength.


Invest in blog content writing and planning services today

It should come as no surprise that effectively managing your blog content is a more-than-crucial step in improving your website’s SEO score and website ranking. Whether you think it best to update, delete, or redirect your content, it’s important to remember that each of these strategies can play a vital role in your digital presence online.

At Narwhal Media Group, we’re a proud digital marketing and copywriting agency based in the heart of Bristol, specialising in elevating your content game. From informative press releases to blog content and engaging ad copy, we’re consistently dedicated to crafting custom content for your website. Content that always hits the mark with your chosen audience.

Take a look at our available SEO and content writing services. Get in touch so we can help you transform your online presence — one word at a time.

When it comes to maximising your online reach, creating high-quality content is a crucial component of any successful digital strategy. Whether you’re a blogger, a business owner, or a content creator, you’ve likely spent countless hours crafting blog posts, producing videos, and sharing content on social media. 

But what if there was a way to maximise the value of your existing content without starting from scratch? Enter content repurposing, a powerful technique that can elevate your online presence and drive more engagement, simply by tweaking your existing content rather than rewriting it completely. 


What is content repurposing?

Content repurposing, also known as repurposing content, is the process of taking existing content and adapting it into different formats for different platforms. This strategy allows you to breathe new life into your old content, reach a broader audience, and make the most out of your valuable content assets. 

Content repurposing is not about duplicating content but rather reimagining it to cater to different audience segments and consumption preferences.

Repurposing blog content

One of the most common forms of content repurposing is taking blog posts and transforming them into various other formats. If you’ve spent time crafting informative and engaging blog articles, you can repurpose that content into different mediums to increase your reach. 


Turn your blog’s key points and statistics into visually appealing infographics. Infographics are highly shareable on social media platforms, and they can help you convey complex information in a more digestible manner, helping you reach new target audiences.


Consider recording an audio version of your blog posts. This allows your audience to consume your content on the go, expanding your reach to those who prefer audio content.


Create short videos summarising the main takeaways from your blog posts. Video content is immensely popular and can be shared on platforms like YouTube, TikTok, or Instagram to reach a wider audience.

eBooks or guides

Compile several related blog posts into comprehensive ebooks or guides. These can serve as valuable lead magnets or resources for your audience.

Repurposing video content

If you’re a content creator who specialises in video, repurposing can still play a pivotal role in your online strategy.

Transcripts and blog posts

Transcribe your video content and use it as the foundation for blog posts or articles. This not only caters to readers who prefer text-based content but also boosts your website’s SEO by targeting keywords related to your business, services, or products.

Clips and teasers

Extract short clips or teaser videos from your longer video content. These can be shared on social media platforms to pique interest and drive traffic to your full videos.

Webinars and workshops

Turn your video content into webinars or workshops, allowing you to engage with your audience in real-time, establishing your expertise on a particular topic.

Repurposing content for social media 

Social media is a vital channel for reaching your audience and driving engagement. Repurposing your content for social media can save time and increase your visibility.

Snippets and quotes

Extract compelling quotes or snippets from your blog posts, videos, or podcasts and share them as standalone posts on platforms like Twitter, Instagram, or LinkedIn.

Visual content 

Convert your content into visually appealing graphics, memes, or slideshows for platforms like Instagram and Pinterest. Visual content tends to grab more attention.

Behind-the-scenes content 

Share behind-the-scenes glimpses of your content creation process. This humanises your brand and fosters a deeper connection with your audience.


What is the benefit of repurposing content?

There’s no denying that crafting high-quality, compelling content requires a lot of time and effort. Making minimal changes to your existing content is a game changer when it comes to boosting your online presence with minimal effort. 

Maximises content ROI

Creating high-quality content requires time and effort. By repurposing your content, you can get more mileage out of your initial investment. One piece of content can be repurposed into multiple formats and shared on different platforms, ensuring that it continues to generate value over time.

Expands your audience reach

Not everyone consumes content in the same way. Some prefer reading articles, while others prefer watching videos or listening to podcasts. By repurposing your content into various formats, you can cater to different audience segments and attract new followers who may have otherwise overlooked your content.

Boosts SEO and website traffic

Repurposing content into blog posts with optimised keywords can improve your website’s search engine ranking. When people search for relevant topics, your repurposed content may show up in search results, driving organic traffic to your site.

Enhances social media engagement

Consistently sharing repurposed content on social media keeps your profiles active and engaging. It also allows you to maintain a consistent posting schedule, which is essential for building a loyal social media following.

Positions you as an expert

Repurposing content across multiple platforms reinforces your authority on a particular subject. When your audience sees your content consistently across various channels, it reinforces your expertise and credibility in your niche.

Saves time and resources

Creating new content from scratch can be time-consuming and resource-intensive. Repurposing content is a more efficient way to maintain a consistent online presence without constantly churning out new material.


High-quality, compelling content from NMG 

At Narwhal Media Group, we know that high-quality content isn’t just about stuffing unnecessary keywords into your text — it’s about creating first-rate copy that attracts visitors to your site and keeps them there. 

We can create engaging blog posts, web copy, and everything in between. If you’re just looking for ways to refresh your existing content or think your copy could do with some optimising —- we’ve got you covered. 

From our content and copywriting services to SEO, PPC, and digital marketing from our agency side of things, we’ve got all the tools your business needs to thrive.

Get in touch with us to find out more today. 

In an online world where there are  12-24 million live eCommerce websites, it’s important that your eCommerce website stands out amongst the crowd. One way to do this is by achieving organic visibility for your eCommerce platform, which is an indispensable tool for your business’s growth. 

eCommerce SEO isn’t just about using the right keywords and slotting them in wherever you can; it’s about striking the right balance between user experience and search engine friendliness. But where to start? 

The NMG Content Team is here to walk you through the nuances of crafting and optimising content that caters both to your audience and search engines. After all, it’s all about finding that perfect balance.


The importance of eCommerce SEO

Before we delve into the specifics, it’s important to understand just why your eCommerce website needs SEO. In what feels like a never ending sea of online stores, how can you ensure that your business is the one a user clicks on? 

Well, here’s where you can make your mark with SEO. A well-optimised eCommerce website not only drives organic traffic but also ensures that the traffic is relevant, leading to increased conversions and sales. And who would say no to that?


Understanding the eCommerce SEO content balance

You’ve probably heard it all before — “at the heart of SEO lies content”, “content is king”, and so on. — but it’s vital to remember that not all content serves the same purpose. For an eCommerce website, its content should seamlessly and consistently merge user interests with updated SEO requirements.

For instance, it’s all well and good meeting recommended word counts and including a few target keywords here and there, but what’s the point in the content if it doesn’t actually serve your target audience?


Prioritising quality over quantity

While it’s tempting to stuff pages with keywords in the hopes of securing a page 1 ranking, modern search engine algorithms favour high-quality content over anything else.

For instance, Google’s E-E-A-T principle has outlined that it favours content that provides expertise, authority, trustworthiness, and, ultimately, a positive user experience to the reader.

To write content in line with this principle, your copy should provide value, answer queries, and engage users. In short, as long as you prioritise and assess your content in line with your desired user experience, your content will be of a high-quality — whether that’s a 5 word title, or a 1,500 word blog. It truly is a case of making every word count. 

A good idea is to proofread your content in the mindset of your target user and edit accordingly. There’s no shame in having to delete a few sentences that serve no purpose — after all, it could be the difference between a conversion or a bounce.


Making keyword placement matter

Business owners and SEO experts alike are well aware that keywords are essential for securing high rankings for website visibility. While we agree that keywords are essential, their placement is equally as important — and this should be a well-thought-through process. 

Create a keyword map or a spreadsheet, and assign each of your landing pages and product pages 1-3 unique keywords. Ensure that there’s no overlap in your chosen keywords, as this could result in page cannibalisation where your pages start competing against one another, damaging their organic rankings.

Then, integrate these keywords naturally within product descriptions, meta descriptions, and headlines. Remember — it doesn’t matter whether you include the keyword once or a hundred times if the copy doesn’t serve the reader.


Tips for crafting a balanced piece of eCommerce content

Instead of rambling on, let’s dive into a few actionable steps you can start today to create content that resonates with your desired user and search engines alike.


1. Understand your audience

Before you start any content writing for eCommerce, it’s important to really understand who you are writing for. Think about the type of person that usually lands on your website — what are they looking for? What do they need from you? And most importantly, how can you make it as easy as possible with the help of your content?  Let this thought guide the tone of your copy.

It’s also a great idea to dig a little deeper. For instance, creating buyer personas can be immensely helpful. This will ensure your eCommerce content speaks directly to the user’s intent.


2. Write clear, informative product descriptions

Each product on your website deserves a unique, clear, and engaging description. This not only aids users in their buying journey but also offers ample opportunities for targeted keyword integration.


3. Optimise your metadata

Title tags and meta descriptions play a pivotal role in enhancing the click-through rate of your page. After all, a meta description may be the first thing someone reads in the search engine results page (SERP). To make sure that yours is the one they click on, ensure that your metadata copy is compelling, within the recommended length of 160-165 characters, and naturally contains your chosen primary keyword(s).


4. Utilise and build user reviews

It’s never a bad idea to encourage user reviews on your products and services. You can even use a third-party plugin like TrustPilot to make the process much more integrated.

Another easy way to do this is to add review submissions into your email marketing strategy. Make it as quick and easy as possible, and your website visibility will thank you. Not only do reviews provide fresh and updated content, but they also enhance trust and credibility between yourself and your target audience.


5. Incorporate blog content

Having a blog section can be instrumental in improving your eCommerce website’s SEO — that is, as long as you use it correctly.

It’s integral to regularly and consistently publish articles related to your products or services, such as how-to guides or explainers on industry trends. This not only establishes your authority within your business niche, but also provides more opportunities for long-tail keyword placements and queries that may not fit onto any of your existing pages.

Another pillar of eCommerce SEO is establishing secure, high-quality backlinks — and you can do this through the medium of a blog. 

Be sure to cross-reference between your website’s content and link to your website’s other pages using relevant anchor text; this will create an internal link which helps Google bots crawl your website quickly and easily, therefore making your page more likely to rank in the SERP. 

Just as we’ve done above, you can also link to external sources to back up any claims, or to provide further context to a piece of copy. As long as you link to an established website, this creates a high-quality external link which can boost your website’s domain authority (DA). As a result, this can have a positive impact on your keyword rankings and website visibility.


Don’t forget about technical SEO

While content is still perceived as king, technical SEO aspects play a vital role in the search visibility of eCommerce websites. Follow best practices by ensuring that your website is mobile-friendly, loads quickly, and has an updated XML sitemap. Internal linking, which we’ve already touched upon, can also enhance user experience and distribute page authority.


Monitor, update, and refresh

Most importantly, it’s vital to be aware of the fact that SEO is not a one-time task. SEO is an organic, sustainable solution for improving your website’s visibility, in comparison to the instant reward of a PPC campaign. 

It’s always a good idea to regularly monitor your website’s performance using tools like Google Analytics and Google Search Console, track your keyword rankings using Ahrefs or Moz, and keep an eye on the performance of your pages. 

Never be afraid to update your content in line with changes in your industry — SEO is all about experimentation and finding what works within your niche. The SEO practices of one website will be completely different to another, and it’s important to keep this in mind.

As your industry changes, it’s only natural for your website content to change, too. If anything, your website copy should reflect this to stay current and on-topic for your users.


Need help with your eCommerce content?

Balancing content for SEO on eCommerce websites is truly an art that marries technicality with creativity. 

With the above tips under your fingertips, we hope you feel well-equipped to make your website search engine-friendly while offering value to your users. In the world of eCommerce, this balance is the key to sustainable growth and success — and we’re here to assist you every step of the way.

For more information on how we can help you with eCommerce content creation, get in touch with our team at NMG today.

The digital age is an integral part of our everyday lives, and it’s a fundamental aspect of how we communicate and function. As such, creating accessible content and copywriting is not just good practice; it’s a necessity. 

Accessibility ensures that everyone, regardless of their abilities, eyesight, neurodiversity, or assistive technologies, can access and understand your content. 


What is accessible copy?

Accessible copy is content that is designed and written in a way that ensures all users can access and understand it easily. It is essential for creating an inclusive online environment where no one is left behind. If  someone needs to use a screen reader, has a cognitive disability, or is navigating your website with a slow internet connection, accessible content will cater to their needs.

The W3C is part of the Web Accessibility Initiative that sets standards and provides resources to make the Web more accessible to everyone. The W3C recommends Web Content Accessibility Guidelines which includes the following four principles:


1. Perceivable

  • Content must be perceptible through sight, hearing, or touch.
  • Provide alternatives for non-text content (e.g., alt-text for images, audio descriptions for graphics).
  • Include captions and transcripts for multimedia content.


2. Operable

  • Ensure operability for various interaction methods (e.g., keyboard navigation).
  • Don’t assume users rely solely on a mouse or keyboard.
  • Consider users with visual impairments who may use speech recognition software.


3. Understandable

  • Prioritise content readability and comprehension.
  • Use clear and direct language.
  • Simplify sentences and paragraphs.
  • Eliminate jargon or provide explanations.
  • Employ headings and bullet points for clarity.


4. Robust

  • Ensure compatibility with various assistive technologies.
  • Support screen readers and other tools.
  • Consider both current and future technology standards for accessibility. Try to plan ahead to keep your accessibility as up-to-date as possible. 


It’s important to integrate Perceivable, Operable, Understandable, and Robust (POUR) principles during your writing process than afterwards, which can often cost more time and money.


When to think about copy accessibility

Ultimately, accessibility should always be at the forefront of your copy. You want to ensure all content is inclusive and usable — for everyone. However, there are some times in particular when thinking about accessibility is especially important. For example when:


Creating or updating style and brand guidelines

Ensure that your style and brand guidelines incorporate accessibility principles. This sets the foundation for all your content to be accessible from the start.


Writing new content

When crafting new content, always keep accessibility in mind. Use clear language, proper formatting by using H1s, H2s and H3’s for content structure clarity, and descriptive headings.


Adding images, multimedia, and widgets

When including visual elements like images or multimedia, make sure to provide clear an descriptive alternative text (alt-text )and ensure they enhance, rather than hinder, the user experience.


Updating content to check expired links

Regularly review and update your existing content to ensure both the content and the existing links remain accessible, especially when making design or layout changes.


Planning ahead for new website

During the planning stages of new projects, prioritise accessibility, and integrate it into your project requirements and scope.


Carrying out training and inductions

Provide training and inductions for your team to ensure they understand the importance of accessibility and how to create accessible content.


The importance of regular testing and feedback

It’s also vital to regularly test your content for accessibility to identify and address any issues promptly. User testing can also provide valuable insights into improving accessibility.

Likewise, engage with your audience and gather feedback to understand their specific needs and preferences when it comes to accessibility.


Tips for more accessible content and copywriting

Explore the following practical tips to improve the accessibility of your content and copywriting. This will make sure that your messages reach a broader audience effectively.


1. Provide clear, unique web page titles

Web pages must have titles that describe their topic or purpose, and you should make sure that the titles are all unique. 

It’s also important to tell the user where they are within your content and what they will find. Best practice is to frontload the title – essentially this means that you insert the most important and unique information at the beginning of the copy.


2. Consider your content reading level

Aim for a reading age of ‘lower secondary education’, which is approximately 11-13 years old — Years 7 to 9 in England and 8th Grade in the USA. Writing apps such as Hemingway Editor and Grammarly can help you improve the readability of your content.

Use simple language and formatting that’s appropriate for the context, and make sure to write in short, clear sentences and paragraphs. This will help make your content more digestible by avoiding the use of unnecessarily complex words and phrases. 

Another useful way to maximise accessibility is to expand acronyms on first use. For example, Web Content Accessibility Guidelines (WCAG). Other methods to boost readability are formatting your content in a listicle, alongside illustrations, video, audio, and symbols to help clarify meaning. 


3. Use descriptive headings that convey structure

A key part of content accessibility is making sure that all headings and labels are descriptive. It’s important to avoid vague headings such as “Section 1” as this  fails to illustrate exactly what’s included in your content. 

Similarly, H1, H2, and H3 headings help users and search engines to read and understand text. For example, they act as signposts for the readers and make it easier for them to figure out what a post or page is about.

They can also help individuals with visual impairments who are using screen readers to understand the page’s content. Screen readers are programs that read text with a speech synthesiser or Braille display, this means that on-screen text will be converted to both Braille output and a synthetic speech. Headings will enable users to access and comprehend digital content easier. 


4. Include meaningful image alt tags

Alt text, short for “alternative text,” is a brief, descriptive label attached to images on a website. It serves a crucial role in web accessibility by providing a textual description of the image’s content and purpose. It’s also beneficial for your website’s SEO — which is an added bonus!

This description is essential because it enables individuals with visual impairments to comprehend the visual elements of a web page. 

In addition to this, users of screen magnification may not be able to get a complete view of the image. This means that some users may need the alt tag to let them know what the purpose of the image is.


5. Use clear formatting

When formatting your content for optimal accessibility, it’s essential to adhere to several key guidelines. Firstly, steer clear of fully justified text. This is when text is evenly spread along the width of the page, and can disrupt readability. Instead, opt for bold text rather than italics or underlined text, which can be challenging for some readers to decipher. 

Try not to use of ALLCAPS, as this can be seen as shouting and make it harder for users to understand the content. It’s also important to use a font size of 16 pixels to make sure that users can read the content easily too.

Whilst you’re writing content, it’s also useful to refer to a style guide so that you can tailor your text to suit all accessibility requirements. A useful one is the Dyslexia Friendly Style Guide from the British Dyslexia Association


6. Make sure link text is informative

Use descriptive link text that tells users what to expect when they click. Avoid vague phrases like “click here” or “read more.” Make sure to include clear and direct anchor text that explicitly describes what the link will lead to.


Content and copywriting services from NMG

At NMG, our Content Te am values and recognises the importance of accessibility within copywriting and aims to create content that is clear, concise, and meaningful to all. 

Plus, some of our content experts have completed Copywriting for Accessibility courses to guarantee top-notch inclusive content. Get in touch with us today to start making your content accessible to everyone.