Ralf Schulz
By Ralf Schulz | SEO | September 2, 2014

Wikipedia Copy/Paste & Other Mistakes

Content writing is essential for good search engine optimization. It can be difficult for a first-timer, but rest assured – the pitfalls are easy to avoid. While there are common threads in most good content writing, the usual traits of bad content writing are easier to pinpoint. Here are some habits of highly ineffective content writers:

-Taking Info from Wikipedia. Yes, Wikipedia’s information is mostly reliable—that much I admit. But if your audience wanted to hear info recited, they would have gone to Wikipedia in the first place! Many content writers turn to Wikipedia when assigned articles for a new company. There is nothing wrong with this, but even if you start your research with Wikipedia, be sure not to end it there!

-Setting the Wrong Mood. When I first took on freelance content writing work, my sole source of topics was Google News. As any content writer who tries this will discover, not every product or service sold on the Internet makes headlines. Worse still, some clients’ products will make the wrong kinds of news. Any writer who has produced content for companies that make weapons, cars, or alcoholic beverages can surely attest to this! Remember that you are being commissioned to write articles by clients, and that you ought to keep their product or service in a positive light. To wit, a good and bad example of an article topic for a company that makes freezers:

Wrong: “Authorities Obtain Warrant to Search Suspect’s Freezer”

Right: “Freezer Sales Skyrocket as Record-High Temperatures Hit Midwest”

-Telling Tall Tales. Content writing is such a young and misunderstood practice that many full-timers forget that they are writing articles, not ad copies! As a content writer, your audience is not captive and will freely leave the website if your writing is not interesting and genuine. Readers are distrustful of promotional content with a blatant lack of objectivity, as they should be.

Wrong: “It’s the only freezer that’s top-of-the-line, low-priced, and has never left a customer dissatisfied!”

Right: “[sentence deleted].” Better to write nothing than to descend into pitchman’s jargon for several sentences each article!

-Fluffing up an Article with Filler. So you were asked to write an eight-hundred-word article – that doesn’t mean you should stretch a five-hundred-word article with unnecessary sentences. Think back to some of the more difficult topic you have written—somehow, someway, good content writers find a way to make the article happen (more often than not, you’ll end up with more material than you need anyway). The Internet is a vast place and you should have no trouble finding inspiration for material to fill the remaining three hundred words.

-Writing in the Middle-School-Essay Format. Many content writers are asked to write articles of around five to six hundred words in length. This word count evokes bad memories of eighth-grade five-paragraph essay assignments for me, and, judging by the format of much content writing, I can tell I’m not alone. To view content writing as a formulaic chore is a self-fulfilling prophecy.

You don’t have to reinvent stream-of-consciousness prose every time you write an article, though. One simple format that is preferable to the five-stanza standard is the bulleted list. Bulleted lists are a great way to get across pure information without seeming pretentious, dull, or wordy. They are also easy to read.

Lastly…

Believing You Are Above the Need for Editing. No One Is.Even the greatest writers have relied on copious editing and rewriting in order to reach their finished product. An objective second set of eyes, even from a less gifted writer, can pinpoint bad writing decisions—grammatical errors, confusing analogies, or simply dull writing.

If no editor is available, edit your writing yourself—remember that good writing starts at the second draft!

background dots

Related Topics

5 SEO & Paid Media Strategies To Learn From Your Competitors

by Keith Newsham

Additional Contributors for this piece: Kim Brown, DRA Paid Media Strategist Looking for new sources of organic traffic? Of course you are! How…

Brand Consistency: The Secret Ingredient to Successful Paid Search

by Natalie Hanes

Branding is one of those nebulous, mystical terms. With its unintuitive metrics and nontactical strategies, branding is an integral thing that often gets…

Building an Account Funnel for ABM

by Andrew Seidman

With any campaign, proving success with clear reports is a critical feature. This is especially true for account based marketing campaigns, but there’s…

In the time it takes to read this sentence, you could be on your way to a well-oiled demand generation machine. Ready for your blueprint?

yes, i want my Digital blueprint