A simple Table of Contents can work wonders for SEO

Hey — Harry here.

Every week I share 3 short examples, 2 copywriting tips, 1 favourite tweet in my newsletter. Hope you find it useful :)

Three short examples

1/ A Table of Contents can work wonders for SEO

• Anchor links are included in the SERP
• Keywords rank long-tail in Google
• Better UX means longer session duration (a ranking factor)

Credit to Pat Walls for this tip. He ran A/B tests on Starter Story and found a 2.6x increase in session duration after adding a Table of Contents.

2/ “Give 'em the razor, sell 'em the blades”

In the early 90's Gillette started posting free shaving kits to men to celebrate their 18th birthday.

The idea was simple — Hook men at the age they decide their shaving brand for life.

Let's do some rough maths:

90% of men pay no attention. 10% get hooked on Gillette. And spend $40/yr on replacement blades for the next 10 years.

That's an average return of $40 (10% * $40 * 10 yrs). On a gift that costs $10 to post.

Gillette post two million a year. $80M revenue. $60M profit.

3/ Taylordle

Newsjacking is the art of piggybacking on trending topics to draw attention to your own brand. Yesterday I saw a good example.

A Taylor Swift themed Wordle. From a Taylor Swift themed podcast.

• 2.5M visitors
• 100 media placements
• Podcast downloads up 400%

Two copywriting tips

1/ Three ways to make a price seem cheaper

2/ “If it sounds like writing, rewrite it” — Elmore Leonard

One favourite tweet

That's everything. Have a great week — Harry

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