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Copywriting that affects ROI

Guglielmo Fassio

Very often there are heated forums and social discussions about the connection between copywriting and SEO.
Not wanting to get into the thick forest of semantics, lateral ontologies, GNP and legends, from which I would not be able to get out, I will limit myself to provide some food for thought due to my last workbook reading “Affiliate Marketing. All the truth about advertising that works” by Giannicola Montesano (book that I recommend to anyone working in Digital Marketing and not only to those who intend to try their hand at Affiliate Marketing).
In Affiliate Marketing the purpose of any activity is to increase ROI (sales, lead generation, etc.) using any useful means; should the vision of a good SEO be very far from that?
In my opinion no.

Yes but … What is and what is not SEO?

Why channel us into yet another sterile discussion about what is and is not part of SEO today? Isn’t a proactive attitude that deepens and accumulates, as much as possible, skills, albeit limited, of other specific professional areas (UX, UI, copywriting, etc.) to use them if we don’t have the possibility to involve specific professionals?
Why not use copywriting as an additional arrow in our SEO-farrow?
Moreover, being able to judge the quality of a text in addition to the purely SEO activities (presence of Keywords in the heading tags, mobile friendly presentation of information, etc.) will be useful, as it will be a good idea: “copywriting is not SEO, but it is not even SEA, SEM or SMO; so the control of this activity (maybe delegated in outsourcing) is up to whom?

Case Studies: How copywriting influences ROI

I will identify myself with a user who wants to buy a tablet online or who is looking for information to conclude the offline purchase.
During this research phase I will focus my attention on the texts of the sites I will come across.
Let’s start with some main assumptions:

  • I will represent, in a non-forced way, one of the hypothetical personas, specifically:
    “Boy between 25 and 30 years old who will use the tablet outside the home as an alternative to the pc because it is more practical in transport. My interest is to find the ideal tablet for my practical (reading, playing, informing myself) and budget needs. Not being a technology enthusiast and with little technical knowledge, I am looking for a reliable, non-obsolete and durable product”.
  • I chose the technology sector in order to analyse SERPs in which there are sites very focused on sales (sites with affiliations, online shopping blogs).
  • I will reach the various sites with informative keywords for which the optimisation of content should be particularly cared for.

Step 1) Quantitative analysis of texts

For a quick quantitative analysis of the texts I used a tool that had introduced me to my colleague Roberto, who in turn had heard him mentioned by Enrico Altavilla at Giorgio Taverniti’s Advanced SEO Tool.
The tool in question is http://tools.searchbrain.it/ngram-extractor/ .
This tool is able to return the number of repetitions of words or more words in a text.
Obviously the tool is very useful for SEO (especially for Long Tail), but on this occasion I will use it to find patterns used in “conversion” optics, to extrapolate data released from the Keyword – Search Volume binomial.
In the analysis of the first 3 sites in SERP for informative queries, there are patterns of words or single words that are repeated in each site. Coincidences?

[table id=1 /]

Step 2) Qualitative analysis of texts

Remember that I am:

“A boy between 25 and 30 years old who will use the tablet away from home as an alternative to the PC because it is more practical in transport. My interest is to find the ideal tablet for my practical needs (reading, playing, informing me) that fits the budget. Not being a technology enthusiast and with little technical knowledge, I am looking for a reliable, non-obsolete and durable product”.

I represent an archetype of personas interested in a product:

  • Depending on the price (…ideal tablet …within the budget)
  • Reliable
  • Not technologically obsolete, therefore current

Let’s cross-reference some data from the previous table with the area of needs of the personas I identify.

[table id=2 /]

It is no coincidence that the most repeated words in the texts intercept the needs of the personas I represent.
In addition, in the texts:

  • The essential features that a good tablet should have (guide to purchase, what features a tablet should have, etc.) are presented; in this way the hypothetical client will be “more conscious” of the choice and will tend to be more inclined to purchase.
  • Ploys are used to stimulate the user’s senses “in the hands”.
  • The activities that could be carried out with the product “the possibility of” are well underlined.
  • Best-selling (most sold) products are often mentioned; knowing which products are the most purchased on the market will encourage the purchase as the average user will feel reassured by other people’s behaviour.
  • There are many tips especially in terms of quality/price (avoid wrong purchases, help you, etc.). Reading some tips (maybe given with the “YOU”) will create a lot of empathy between reader and customer increasing the chances of conversion.
  • It is always well emphasised the advantage and benefit of buying on that site and at that particular time (let’s remember this also for our customers! They will have a competitive advantage of some kind, right?!).


Several people navigate the same pages of a website.
Knowing what kind of personas navigate our pages, will allow us to provide dedicated text sections on the page.
In this specific case, some users will be interested in the purchase also depending on the operating systems of the tablet (see table above query “cheap Android”).

Unfortunately, since the analysed sites are not owned by me or my company, I have no way to demonstrate through data the impact of the factors that I have identified as relevant in the case studies.
My aim was therefore to extrapolate some points of reflection on which to focus more attention for future work.
Deducing this type of information from the texts of more competitors will give us the possibility to deliver to our copywriters the most performing indications and consequently an important competitive advantage.
I hope to be able to test the results of this short analysis as soon as possible and prove, maybe with a second article, how much copywriting influences the ROI.