As the World Wide Web continues to grow, achieving that all-important high search ranking is becoming increasingly difficult. Having an understanding of SEO copywriting strategies is vital to make sure your page is seen by the right audience.
As search engines crawl through your site, the content on your pages can be the difference between ranking on the first page and the last. A result of the digital world continuing to develop is the forever changing updates. It is now more important than ever to ensure that your copy adheres to the latest algorithms. Although it is important to develop a strong outreach strategy, an important factor that determines a brand’s search ranking is the content itself.
Here are the key copywriting strategies to drive quality traffic to your site.
Know your audience
With Google receiving 72,562 searches per second, research and planning is key to ensure your website provides the right answers.
Before any content is written, the first step is knowing your audience. Having a clear demographic is key to understanding where your product or service is needed. Once this has been identified, think about the interests and the key writing styles that are relevant to them.
Another way to make sure your SEO efforts are targeting the right people by creating marketing personas. These are fictional characters that depict your audience demographic. Details to include would be age, gender, interests and any other important information.
The right keywords
The most important SEO factor when writing copy, keywords are the search terms that audiences enter into search engines.
With 93% of online experiences beginning with search engines, making sure your content contains the relevant words is key to ensuring your site is seen by organic traffic.
With so many online tools available, finding the right keywords to use in your content doesn’t have to be challenging. By doing this, you’ll make sure you attract the right audience by using the terms they’re most likely to enter. The more specific you are, the more this narrows the search right down and you’ll have a higher chance of achieving higher rankings.
Say no to keyword stuffing
We understand why people have the urge to duplicate keywords. After all, it can’t do any harm, can it? Actually, yes it can: Google is on the lookout for exactly that.
Google constantly monitors websites to ensure that audiences are receiving information that is helpful, clear and concise. If a page constantly features the same keyword in random places, it becomes a complicated and sam-filled read for the user which is a big no no for Google. A top is to keep the word density as natural as possible by close monitoring.
A great way to include key terms without overdoing it, is to add secondary keywords that are slight variations. This gives search engines a better idea of what your content is about leading to higher rankings.
Keeping it relevant
Make sure your content has all of the information needed and isn’t too short.
Each year, Google changes its algorithms 500-600 times checking websites to determine which pages should come first. With many of the updates affecting content, brands must now ensure that the focus is on quality and usability. If a site doesn’t provide the right information, users will go back and search again. Not only does this affect your bounce rate, it’s also picked up by Google that answers aren’t being found on your site.
Many brands think that the way to create high-ranking content is to include more words – this isn’t the case. The key is to expand on in-depth explanations and avoid writing content that acts as filler.
It’s just a link away
Link building is not about the quantity of links, but the quality.
Confirmed as one of the most important SEO ranking factors, links from high-quality and authoritative websites positions your brand as a trusted authority. On the flip side, including credible sources to back up statements and arguments is an easy way to make your content valuable. Not only will it build relationships with pages that you link to, you also increase your chances of receiving links from websites back to your content as others see it as helpful.
Where to next?
More than 90% of visitors who read your headline also read your call to action.
Influence where users go on your site by having a clear Call To Action at the end of your content. Appealing to users as it invites a response, it’s a great way to promote your brand as the solution to the topic being discussed in your content.
CTAs are also a great way to increase sales or service users by driving traffic to key pages on your website.
The final touches
Now that you’ve created SEO-friendly content, the final step is to check through your content for readability. To avoid being penalised by search engines, make sure that your content is free from spelling and grammatical errors to ensure that audiences recommend it.
SEO increases that all-important web traffic to your site with the first three organic search ranking positions resulting in nearly 40 percent of all click-throughs. By following a clear and concise plan, the stigma of complication attached to SEO doesn’t have to be something you experience. With the right amount of time spent on each of the above, you’ll be able to see the positive effects on your search ranking.
With the SEO world constantly evolving, you can make sure your brand is on top of the latest trends by using an SEO content marketing agency to keep you up-to-date.