Marieke van de Rakt is the founder of Yoast SEO Academy and CEO of Yoast. Her favorite SEO topics are SEO copywriting and site structure.
Once upon a time, there was a young girl. She was 9 years old and her name was Wende. Wende was incredibly intelligent, yet she had a hard time learning things by heart. No matter how hard she tried, she just could not memorize the planets of the solar system. It just did not stick in her head. One day her teacher told her a story about all the planets. A story about how the sun was lonely and Mercury was his first friend. How Mercury fell madly in love with Venus and how Planet Earth got jealous. After telling her the story, Wende was able to remember all of the planets in the right order. Why? Because of the magic of storytelling. Wende could remember the story and with that, she could remember the planets.
In this blog post, I will tell you what storytelling is and why it is an important tool to use in the texts on your website.
The other articles in our storytelling series:
– How to use storytelling in a blog post
– Using storytelling on product pages
– Why storytelling is good for SEO
What is storytelling?
The word storytelling pretty much speaks for itself. Storytelling is about telling stories. It is about using stories to engage your audience, or to make something more clear. Photos, pictures and film of course really help to tell a good story too.
Stories have always been a way to communicate. Before people learned how to write, they would tell each other stories. Stories are much easier to remember than simple facts. That’s why Wende from the story remembered the planets. Also, stories are enjoyable; they stimulate your imagination. That’s why parents tell their children stories. That’s why we like to see movies and read books. People love stories, people are addicted to stories.
Do you want to learn all about storytelling and SEO copywriting? In our SEO copywriting training, which is part of our Yoast SEO Academy training subscription, we’ll teach you how to write copy that ranks!
Some examples of (great) storytelling
In 2017 I visited a conference and I saw David JP Phillips on stage. He talked about the magical science of storytelling. I was blown away. His talk was such an inspiration for me. Two weeks later, I had to speak at a WordCamp and I was so very inspired by David’s talk, that I did some storytelling of my own.
In addition to using it in presentations, you can use it in writing. Lots of travel blogs, personal blogs or mom blogs use storytelling throughout all of their posts. Geraldine DeRuiter has a really funny blog about travel and many other things. Every post is a little story on her blog. But even informational blogs could use this principle by adding an anecdote or an example. In my post about site structure and why it is important, I use the exact same story as in my presentation at the WordCamp.
Why use storytelling?
Using storytelling in your blog post will – if you do it the right way – make your post a more engaging one. Your blog post will become something people want to read. Stories increase the attention of your audience.
If you use stories the right way, stories will help you to communicate your message clearer. Stories can help you to provide proof for your argumentation. They can add clarity. My story about Alice (see image above) is written in order to help people understand the importance of a clean site structure. This is a rather difficult subject to grasp. A story adds clarity.
Most importantly, people will remember your story, and with that, they’ll remember the message of your post or even your brand. And, if you use stories in a good way, you could even inspire people to take action. Maybe you’ll inspire people to clean up their website or to get started with storytelling in their blog posts and presentations.
In this series
For this series, I’ve focused on using it in your writing. For instance, I’ve written about how to use storytelling in a blog post. It discusses the elements that are necessary for a good story and reveals some practical tips and examples of how to integrate storytelling into your blog posts. We’ll also dive into the connection between storytelling and SEO. And, in yet another post of this series, you can learn how to use it on product pages.
If you have nice examples of your own use of storytelling, or suggestions for related topics you’d like to read more about, I would love to see those!
Read more: The complete guide to SEO copywriting »
Keep reading the article at Yoast • SEO for everyone. The article was originally written by Marieke van de Rakt on 2020-02-12 08:00:00.
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