SEO (search engine optimisation) is crucial for visibility online. At the heart of SEO is SEO copywriting and backlinking. How you go about both of them can make or break your search engine optimisation campaigns. This guide focuses on SEO copywriting. You have probably heard the term ‘SEO copywriting’ thousands of times, but you may well be wondering:
This guide will provide you with the answers to all of these questions and help you get the best out of all of your online content. After reading this guide, and implementing its content, you will see tangible results and your ROI will also increase. Let’s get started.
We’ll start by trying to understand what SEO is, because if we can grasp what it is, understanding what SEO copywriting is will be much easier.
When people want to find a product, learn a new concept or get information, one of the first places they go to is their favourite search engine. In most cases, this is Google, as it executes about 90% of all searches done globally.
After the search, Google typically returns millions of results. But the search giant (and other search engines) can only display a couple of results per page (known as the search engine results pages or SERPs). What’s worse, most users don’t click beyond the first page. A few go beyond page one but never more than page 5.
As a result, everyone is desperate to be on page one of the SERPs, and ideally on the first three results, because the top three get 66% of all clicks.
SEO consists of all the activities that marketers, companies, bloggers do to ensure that their content is displayed among the first three results in the SERPs. If they cannot get in the first three positions, they should, at least, be on the first page.
To break down SEO a little further, there are two main branches: on-page and off-page. On-page SEO consists of every activity you do on your web pages and site to become visible to search engines. Off-page SEO involves things you do outside of your website or webpage to rank it higher in the SERPs. The one thing common to both types of SEO is content – and this is where SEO copywriting comes in.
SEO copywriting is a subcategory of copywriting that focuses on optimising web copy for all online activities, including ranking high in the SERPs, clickability, and so on.
Traditional copywriting, on the other hand, focuses on writing copy that appeals to your target audience and increases their interaction/engagement with the copy. The goal of conventional copywriting is to persuade customers and readers to take a desired action. This could be anything, such as subscribing to your newsletters or making a purchase.
SEO copywriting does all that while also taking into consideration how search engines work, and carrying out what needs to be done to position your copy in the number-one spot.
Now that we have sorted out what SEO and SEO copywriting are, let's get into the key concepts of SEO copywriting and how to do it.
The number-one foundation of SEO copywriting is the same as that of all other forms of writing: understand your audience.
We cannot stress this point enough. Every article, sales page, blog, or social media post is written with a specific audience in mind. Until you know that audience more than they know themselves, you will not be able to influence their behaviour and their interaction with your copy. It’s crucial to research and understand your audience.
You should create a customer or buyer persona of your target audience. This is a fictional portrayal of your ideal customer. It includes details of your customers such as their biggest problems, demographics (age, gender, location, job position, income, and so on), their goals and aspirations, the obstacles they face, where they hang out online, the things that keep them awake at night, and more.
The customer persona drills down into your customers head and heart. It gives you a picture of your audience and what influences them.
There are several tools to use for this purpose. Many of them do not require payment, while there are other paid-for options. While the free tools are usually sufficient to get you started, the paid tools often offer you the dept that you need because they drill into the very heart of your audience. You can use a combination of both sets of tools.
Some examples of tools to use for audience insight are Google search suggestions, Quora, answerthepublic.com, and platforms like Twitter, Facebook, and Reddit.
When people come to search for something online, they usually have one of three reasons. These reasons are known as user intent. Your understanding of user intents is as critical as understanding your audience. If you don’t understand user intent, even if you do all the other things you will come across in this guide, you will still miss it.
User intent is at the heart of SEO copywriting and SEO in general. If you don’t do the work to both understand and optimise your copy for your user's intent, you should as well not write anything. You'll be wasting your time doing so.
The Three Categories Of User Intent
Reviews can be classified as both informational intent and commercial intent. While a user may be looking to buy a product, the main reason for searching for reviews on a particular product is to gather information about that product. Still, a well-written review can lead to an immediate purchase. A user can search for a product's review to know what others are saying and will not buy, no matter what.
If your SEO copy will get the desired results, it must be optimised for the specific user intent. Your SEO content strategy must include user intents. Without it, it is incomplete and unlikely to meet your desired goals. This guide is aimed at providing information on SEO copywriting, and is optimised for the informational intent. If we optimised it for navigational or commercial intent, you probably would not have found it.
In the same way, if you optimise your sales or product page (which is meant to sell something) with an informational or navigational intent, you’ll hardly get a sale. You’ll be attracting people who only want to read, not those who want to buy.
The user intent usually reflects the phase the customer is in in the customer journey. At each phase of the journey, you target the customer with different content. So, how do you optimise for the right user intent? The answer is keywords.
When your audience types in a search term in the search engines, they don’t type their intents, they type in keywords. For example, they type in ‘best coffee machines’ and not ‘I want to know about the best coffee machines’. The keywords reveal the intent.
A keyword is simply the search term your users are typing into the search engines. It can be a word or phrase (keyphrase). A winning keyword is one that is the same as the search term they enter in the search bar, or a close variant. But to know exactly what they’re typing you have to carry out keyword research.
Keywords research is the process of harvesting the search terms your audience is using when looking for information, or your products and services online.
Why Should You Research Keywords?
You might be wondering why you should go through the process of researching keywords. The answer is quite simple. To be able to attract anyone online, you have to incorporate the search terms they use into your content. This is because Google only shows content that it ‘thinks’ relates to the search term (keywords) entered. One way to show Google that your content is related to the keyword is to have that keyword somewhere within your copy.
This process of incorporating specific keywords into your content so that it gets displayed to the right audience (people searching the internet using the same or similar keywords) is called keyword targeting.
The best keyword strategy incorporates two or more of the search terms your audience uses when searching for your content or product. As an example, if you have an e-commerce store selling black luxury shoes for women, women looking for such shoes may type in any one of the following keywords:
After your keyword research, if you find that three of those keywords get the most searches, you can decide to target those three with your content. This way, your content gets maximum exposure following searches based on those keywords.
If your primary keyword is ‘black luxury shoes for women’, that's what you optimise your content for the most. The other keywords (known as semantically related keywords) are secondary, but you don't treat them any less than you treat the main keyword.
There are different tools for researching keywords. Google’s Keyword Planner is one of the foremost free ones.
What is the most crucial goal of the headline or title? To draw the reader in. Yes, your headline needs to tell your audience what the content is about and has to be relevant to the content. But that’s the primary goal of the content, not the most important. As far as copywriting and SEO goes, the most crucial goal of the headline is to attract readers to the content.
When people land on the SERPs (search engine results page), they are usually in an ‘eliminate and choose’ mode because they cannot (or do not plan to) read everything they see. At this point, they usually go with what promises them the most return on time invested, not just with the one that tells them what the content is about.
HOW TO WRITE CAPTIVATING HEADLINES
Here are some great points to enable you to write a captivating headline:
The headline for this blog post falls under this category. The enticement here is that after reading this guide, you’ll have a thorough grounding in SEO copywriting. Does that mean that if you read another guide, you will not benefit? And if you benefit from another guide, does that mean that this promise was false? The answer to both questions is no. Notice it doesn't say the only guide, but the complete guide. This means that this guide covers all the necessary topics you need.
Other examples of headlines in this category include ‘3 tips guaranteed to double your business revenues’, and ‘five simple ways to get two times your current customers’.
Can you tell the promise in both of these headlines?
The reason these headlines work is that people aren’t just looking to solve the problems they want; they also want to ensure they get value for the time they’re currently putting in. These headlines promise them that it will be worth their time.
Have you ever read an article and felt that you’ve just wasted your time reading someone who doesn't even know what they’re saying? If you have, then you’ll know why the headlines in this category work.
Establish yourself as an authority, and you're sure to get the attention you need. Examples of headlines in this category include ‘A top affiliate’s candid advice on affiliate marketing’ and ‘The 10 best health tips from a world-renowned doctor’.
Although the first headline doesn’t even promise you anything, the fact that it is from a top affiliate will make you want to read it if you are a novice. It also builds in suspense and curiosity. If you are optimistic, you'll interpret it as the keys to succeeding in affiliate marketing. If you are pessimistic, you'll most likely think he's talking about things to avoid. Both are necessary for success so, either way, the headline wins.
Headlines with numbers can boost click-throughs to your content. Numbers are definite and indicate a list of things. People love a good list, even if it is just to scan through.
Whatever you do, make sure that your headlines are relevant to the content. If it is not, Google will know, and that will hurt your rankings.
How will Google know, you ask. Bounce rates. When people eventually click through to your site and realise the heading and the content aren't related, they will leave almost immediately. Google will take note of that by calculating the time spent on your site. The result is that you will begin to lose whatever rankings you formerly had.
It’s important to keep your headlines between 55 and 65 characters. Anything beyond that and Google will truncate it. This will mean that users will not get the full picture when reading that headline in the results pages. They may end up skipping your content for another that is concise.
Statistics tell us that 80% of the people who read the headlines and the intro never get to read the rest of the content. Why does this happen? In most cases, the introduction failed in its primary purpose.
Why Do You Need Killer Intros?
A killer intro is necessary to:
There are several methods to writing a killer intro but make sure you do not commit SEO copywriting suicide by using a boring intro. Your introduction must be captivating, relevant and concise, as well as fulfilling the items in the list above.
The most important tip for the body of your content is that it should be structured appropriately and very engaging. If the intro’s job is to create a connection, the body copy’s job is to maintain and deepen that connection while educating, entertaining, and empowering the reader.
There's nothing more infuriating to a reader than to devote time to reading a poorly structured content. Online readers love it easy. They want to be able to browse through it in the shortest time possible. This means they will most likely not read all of your content.
This is OK if you have a good structure. You can still deliver the most value, and they'll come back when they need more. Also, remember that Google is calculating how much time they spend on your site. If the structure drives them away as soon as they land on your page, you have lost even if your value is the greatest on the internet. Your ranking will begin to take a hit.
Make sure that your content flows. Employ writing tools such as:
Meta data is everything you see in the Google search results page. It includes two essential parts: the title of the page and the description.
We have already covered the title/headline, which means we’re left with the description. The goal of the meta descriptions is to provide readers and search engines with information about the page they’ll be landing on when they click the link. As a result, it should be relevant and enticing to click on.
It should also be concise – 156 characters or less. Google will auto-shorten anything more than this. While writing your meta description, make sure to incorporate your main keywords in it. Where possible, phrase it in the exact words that your audience uses when searching online.
The call to action is the final but the most crucial piece of the puzzle as far as marketing goes. Everything in the copy is meant to make the reader take the desired action. The craft that desired action into a clear and concise call to action.
A call to action is a short, simple statement that tells the reader what to do. For example, after reading about skincare tips on your blog, if you want them to subscribe to your blog's newsletter, you simply tell them to do so. If you want them to buy an organic cream, ask them to do so.
SEO copywriting is at the heart of on-page SEO. While it is still unknown what the exact ranking algorithms are, one of the few clear things is that relevant copy is essential for ranking. It determines whether the search engines will consider your content worth showing to the public (on the first page) or burying among the hundreds of thousands of other pages that will never get viewed.
This guide has covered the fundamentals you will need to succeed as an SEO copywriter. If you want to create a copy that will help you rank, get in touch with us. We're a reputable SEO agency based in the UK. We boast many smart SEO copywriters that can design an SEO strategy, and implement it to help you market your brand or product and rank you high in the SERPs.
Let’s face it, SEO can be confusing for a lot of people. Many people don’t know what to do when writing for SEO. Part of this results from the fact that Google's algorithms are continually changing.
But the fundamentals of SEO do not change, and if you understand them, you'll be swimming in SEO gold! The following are six of the best SEO copywriting tricks that you should always use if you hope to get the best out of your copy.
Keywords, keyword intent, and ancillary keywords all deserve to be treated separately because of how crucial they are, but we’ll talk about them together here.
Whatever you do, don't mess up your keywords strategy. It’s the starting point of search engine optimisation, and it’s at the heart of it. When gathering your keywords, look for and use keywords that match users’ search intent. It's not enough to just put in any keywords you can find. The keywords must have an intent that matches the search intent of your users.
There are three types of keyword intent you must understand and match. They are:
Understanding and matching your content with the particular user or keyword intent is critical. Google considers it before displaying results to users.
Your keyword strategy can also include more than one keyword for the same copy, and actually, it should. Use Google’s Keyword Planner or other free or paid keywords tools to research keywords. After you pick your main keyword for the article, get a few more that are related and relevant to your copy and users’ search intent.
For example, if your primary keyword is ‘SEO for beginners’, you can also target and optimise your copy for ‘SEO fundamentals’ and ‘SEO basics’. This way, if your target audience enters any of these three keywords, your copy will be displayed.
Be careful and avoid stuffing your content with keywords in the name of optimisation. You'll get the opposite effect instead. Google is smart enough to know that's what you're doing and will penalise you for it.
Make your introductions memorable. You don’t always have to be dramatic, but remember that you’re not writing a novel. So, even though your audience may read books meticulously from start to finish, they usually skim through online content.
Knowing this, aim to capture and hold your reader’s attention from the outset. Also, ensure that they know what they will gain from consuming your content. Start delivering value from the intro. Your introduction should be Captivating, Relevant, and Concise (known as the CRC rule).
Lastly, as it relates to your introduction, ensure your keyword appears in it. The goal here is to shoot for your main keyword to occur early in your copy. This is important for Google and your readers. Both of them need to see the search term early enough to determine relevance.
Since users get to your copy from search engines, you need to optimise what they see there. Users make ‘click or no-click’ decisions based on what they see. In other words, they start categorising your content as relevant or not relevant from what Google displays to them. Your SEO content strategy must include optimising what users see on Google.
What do you see displayed in search results? They are the headlines and meta tags, and you must ensure these are optimised with the readers in mind. As with the intros, use killer headlines.
The CRC rule applies here, too. Your headline is the first thing they encounter. If it's not captivating and relevant, most users will not bother clicking. And if it's not concise, Google might truncate it, which means that your audience may not get to see the whole thing and make sense of what your content is about. For headlines, concise means 60 characters or fewer.
While it is true that not everyone reads the description, you shouldn’t take chances. Those who read them are important too, so optimise it for them. The same CRC rule applies again – captivating, relevant, and concise. Give them a reason to click and come to your site.
How do you know the language your audience uses? Several tools can help you, but the place to start is Google itself – look at the related searches section.
After typing in your subject or keyword into the search, hit Enter. When the search results show up, scroll down to the related searches section, and you'll find what you’re looking for.
Those related search terms are the exact terms that your audience is using. Speaking their language is as simple as incorporating some of those terms into your copy. You don't have to modify whichever ones you choose; use them as is.
Another aspect of speaking their language is writing at their level. If your audience comprises professionals, by all means, use industry jargon. For a general audience, write in simple, easy-to-read language.
The featured snippet is the little box that sometimes appears on top of the SERPs when you search for something. It typically contains small but relevant information on what was searched for. Appearing there is fantastic for both brand exposure and organic clicks.
Not all searches on Google results in clicks. So, even if users don’t click through to any page, the result in the featured snippets gets brand exposure.
How do you get to be featured in that snippet? Whenever you’re addressing a question that you can answer in a few sentences, ensure you include those few sentences within your content. Doing so increases your chances of being in the featured snippet.
Whether or not you have started using voice search, understand that many people now do. So you should optimise some of your content for voice as much as you can.
Statistics indicate that about two-thirds of people in the 25–49-year-old age bracket speak to their voice-enabled devices once a day at the very least. And around 4 in 10 people who use voice-activated speakers, according to Google, talk to their phones as if they are humans.
What this translates into is that search terms are framed as questions rather than traditional keywords. Whatever you do, don’t miss out on this crowd by not optimising for voice search.
Employ these six tricks when writing your next SEO copy and you are sure to rise through the ranks on the search engines. That's not to say that optimising your copy for SEO is easy. As you might have noticed from the article, you will have to do a lot of research using different tools; some are paid-for, some are free – but it is achievable.
If you feel like it is too much work or that you might not be able to cope with staying on track with the other parts of SEO that are always changing, you can get an excellent SEO copywriting agency to handle all your SEO copywriting. Good luck!
If you’ve so much as dabbled in the digital marketing world, you’ll inevitably have encountered the term SEO content writing. But what does it actually mean?
Here at Woo, we’re an SEO copywriting agency, so if anyone can answer that question, it’s us! Basically, SEO content writing aims to attract more visitors to your website. There are a few elements at play here, so let’s break things down.
Search engine optimisation, or SEO, involves optimising your website to help you rank as high on search engines as possible. The higher you rank, the more visitors to your site, and that means more potential leads or customers.
Unlike methods such as PPC, which involve paying for traffic, SEO attracts organic traffic.
So, how can you rank high on search engines? That’s the golden question. Google is famously opaque about its algorithm, and the rules are always changing. What worked well in 2015 isn’t going to work well now, so it’s essential for content writers to stay on top of the latest developments.
Traditionally, keywords have been essential for SEO – the idea is that including keywords people search for in your content will improve your ranking. But you need to beware of keyword stuffing. Ultimately, you’re writing for humans, and search engines are becoming better at reading the intent of an article.
Having said that, long-tail keywords (longer, specific phrases) are a great way to bring in the right kinds of visitors.
Another aspect to consider is links. Including facts and statistics with links to high-authority sites (such as Forbes or the BBC) will increase the credibility of your article. Also, including internal links to your own website is helpful.
However, good content writing shouldn’t be formulaic. Instead, keep your copy engaging and interesting to readers, otherwise they will click away. Your goal should be to convert website visitors into customers or subscribers, and that isn’t going to happen if your article is boring.
Although nobody knows exactly what data search engines collect, they may use measures like social shares, clickthrough rates, and time spent on the page to decide which content is the best quality, as well as the number of backlinks on other sites.
We all know what content is, right? I mean, you’re reading an example of it right now. Any company with a marketing team worth its salt has a blog. It’s the perfect way to establish your business or website as a thought leader and an authority. The more credible you seem, the more backlinks you’re likely to get.
You can even include infographics, videos, or other videos to help your visitors and keep them on the page for longer.
Blogs are a prime example of content writing, but they’re not the only example. Here are a few more.
If you have a company that operates locally, creating local SEO content is a must. But there’s more to it than simply setting up your Google My Business account and leaving.
Why not consider landing pages for your region, writing about events in the local area, or answering questions? This will generate trust and authority for you.
Landing pages are the perfect way to present content about certain topics. Keep the content relevant and you can bring in visitors looking for specific information and guide them to your products, services, or the rest of your pages.
By optimising landing pages for SEO, you can bring more conversions. This can also increase your Page Quality Rating, an important benefit that can lead to cheaper AdWords campaigns.
Not all businesses and websites sell products, but the vast majority sell some kind of product or service. Optimising a page of content specifically around what you’re selling is a powerful way to attract customers.
Unfortunately, it’s not an easy task. To be successful, you must ensure your content is unique and high quality, as well as obeying basic SEO copywriting principles.
Getting everything right with SEO and content writing is only half the battle. To tie it all together, it’s essential to have a coherent strategy and to plan ahead.
Some readers enjoy a humorous tone with plenty of media; others prefer a more formal style. Rushing into the writing process without a clear idea of your buyer persona is a recipe for disaster.
If you’re not sure exactly who your typical reader or buyer is, do some research by figuring out where your customers hang out on the web and analysing their preferences. Forums and social media are great places to start.
Don’t leave content creation to whenever you happen to feel inspired, motivated or have some free time. All good content strategists have an editorial calendar to remind them to post on a regular basis.
It can help to divide your content into themes or subtopics and write about each of them on a regular basis. Some people prefer to plan their content a few months ahead.
They say that madness is trying the same thing multiple times and expecting different results. So, it’s a good idea to check how each piece of content performs. What went well, what went not-so-well, and how can you improve?
Metrics like backlinks, comments, social shares, or views are obvious ways to measure how the content performed.
If you do figure out where you went wrong, you can always go back and make a few tweaks. Maybe that call-to-action was in the wrong place or you forgot to add a picture.
Convinced yet? Maybe you should be – just think about how often you use Google or another search engine to find the solutions to your problems. SEO content writing is here to stay, and ignoring it means losing out on potential leads.
For online businesses, developing a strategy that increases your chances of ranking higher on search engines ultimately helps the growth of your business.
SEO copywriting is an important part of a strong digital strategy. Therefore, when powerfully written online content is combined with other tactics, it can lead to an increase in your conversions, help you gain more customers, and boost your Google rankings.
What is SEO and SEO Copywriting?
Search Engine Optimisation (SEO) is regarded as the foundation for highly noticeable and applicable web content.
SEO copywriting is a combination of two elements: SEO and copywriting. Even if your company has a great team of in-house writers, SEO is a specialised industry that needs time and effort to master.
Most people don’t fully understand SEO and most of the people who do don’t have in-depth knowledge. A group of experts will bridge that gap and apply their skills to improve your brand’s online presence.
SEO content is a copy that is written to attract new visitors to your site. With more traffic on your site comes more sales and more online authority.
Copywriters employ various strategies to produce effective SEO content. This includes optimising meta content and images, naturally placing phrases and keywords throughout the copy, and formatting the headline in a way that readers and search engines can easily understand it.
Why SEO Copywriting Services Are Important to Your Brand
While a lot of businesses don’t appreciate why they need excellent SEO copywriting services, the best brands understand that they need first-class SEO copywriting to help them rise to the top of the Search Engine Results Pages (SERPs). With expert SEO, your brand stands to gain the following:
Even if you have exceptional content and a trustworthy brand, it is not enough to rank. In addition to that, you need the services of a great SEO copywriting agency to give your content the energy it needs to be at the top of SERPs.
Here are the 10 most important reasons to hire expert SEO copywriters:
1. Improved Keyword Research
Keyword research contributes greatly to good SEO, so it must be done right. Targeting mediocre, short keywords and phrases will only leave you disappointed with the results. But with an SEO copywriting service, you can be sure of solid keyword research that will boost your rankings.
2. Better Page Focus
If you don’t have a good grasp of SEO, you’ll find it’s difficult to focus a page. However, SEO copywriters know how to narrow, target, and place your content so it can rank most powerfully for your target keyword.
3. Great Research
Good research is essential because links and backlinks are powerful ranking factors for SEO. With links to pertinent and reliable third-party sources all through your content, it can rank higher in searches.
4. SEO-Friendly Descriptions and Meta Tags
Meta tags and descriptions are some of the challenging but indispensable SEO tools used by skilled copywriters. Meta content is used by search engines to understand and rank your site. This is one of those things that you leave for the experts.
5. Perfect Page Length
The length of your online content is important for SEO. And the good thing is that SEO copywriters know how to use the length of an article to best effect – so, articles are short when they need to be and longer when necessary.
6. Natural Keyword Insertion
Keywords should fit naturally into your copy, and this is what you’ll get from SEO copywriters. They’ll lace your copy with keywords in a way that you won’t even notice them while search engines will notice and rank them.
7. Enhanced Landing Pages
An SEO copywriting service can help you create great landing pages. SEO copywriters know all the tricks to develop a remarkable landing page along with an understanding of the best way to use formatting, language, and offers to encourage readers to click. When you collaborate with a skilled SEO copywriter, your conversion rate will improve and your pages will rank high.
8. Expert Competitor Analysis
If you operate in a crowded industry or are just looking for clever ways to exploit the data around you, SEO copywriters can assist you in analysing and learning from the pages of your competitors so they can develop insightful strategies to make you rank higher than them.
9. Simpler Writing
Keeping it simple is one of the hallmarks of a great SEO copywriter. Although plenty of companies can sometimes make their articles too complicated, a skilled SEO copywriter ensures that the article is written in a way that makes it readable and understandable by all audiences. This has the effect of boosting your rankings.
10. Persuasive Calls to Action
SEO copywriters know how to compose an impressive Call to Action (CTA). Creating great CTAs can help boost your conversions, and when combined with some SEO tricks such as including phrases and keywords in your CTA anchor text, your site will rank higher and you’ll gain more qualified leads.
If you want your brand to have online relevance, then you cannot do without an SEO copywriting agency. You’ll get a team of expert copywriters who are skilled at crafting enthralling content that your clients and customers will find highly engaging and informative.
If you need help with SEO copywriting, please get in touch with WooContent today.
If you run an online business, you thrive on traffic. It’s the flow of readers on your website, and as a website owner, your audience is your most prized possession. And it is often challenging to attract one.
If you want to boost your blog, you have to overcome your biggest challenge – writing content that is attractive to people but is also optimised for search engines. So, how do you do that?
The answer is Search Engine Optimisation (SEO). To prosper in your online business, you need to master this term and go beyond just writing content!
Are you wondering, what is SEO copywriting? And how do you make your website rank well on Google and appeal to readers at the same time? We explain what SEO copywriting is and how to go about it.
What is SEO?
SEO is a concept that is often misunderstood. However, it is simple once you learn the golden rule: people come first. Yes, appealing to your readers comes before search algorithms.
SEO is the art of optimising your online content so that it ranks as high in SERPs (search engine result pages) as possible. Among the various SEO techniques is SEO copywriting, one of the most effective ways to optimise your content.
What is SEO copywriting?
SEO copywriting is incorporating keywords and key phrases into your content to make it more accessible. These keywords and phrases are likely to be entered by your target audience while finding content. For example, if you want to lose weight, you might type something like ‘top 10 ways to lose weight?’ in your search engine.
It is essential to understand that every word or phrase you might be able to think of won’t make the right keyword. You must do your research and find the most useful keywords for your niche and topic.
Know your keywords
Remember, whenever you write, you are serving two masters. First (and foremost) is your audience, and you must make them fall in love with your content.
Second is the search engine. You must write in a way that helps a search engine to understand what exactly it is that your page conveys. It helps your page to come up in search results. This is why keywords are so important.
How to find the perfect keyword?
There is a simple three-step process to finding the right keywords for your article:
Research keywords with SEO copywriting services
There are many SEO copywriting services that can help you with this:
Pick the right keyword
Choose the keyword that is popular among users but not used very often on popular websites.
Sprinkle the keyword all over your article
Moreover, it is good to know some specifics about the world of keywords.
Short-tail and long-tail keywords
Short-tail keywords are those made of three words or less, whereas long-tail are more than three words. How are they different?
Short-tail keywords help your content appear under many searches. However, this increases the bounce rate, too. Most people may not find the exact content they want.
On the other hand, the longer your keyword gets, the lower the search volume will be. However, we recommend the use of long-tail keywords because they help you match the kind of searches that people make. As a result, your page is more frequently accessed and is more likely to appear in SERPs.
Tip: use a mix of short-tail and long-tail keywords to make your content more accessible.
How to write SEO copy
To learn how to write an SEO copy, an SEO copywriting agency is always best. They are experts in this field, so you know your content will be in safe hands.
When it comes to SEO copywriting strategy, you need to be smarter than your competitors and learn where exactly to include your keywords. Think about:
Optimise your content in a way that makes it easy for Google to recognise your keywords. Many platforms, such as WordPress, have plug-ins that rank how good your content optimisation is.
For example, Yoast highlights your content with a traffic-light system. It varies from red to green to indicate the strength of your keyword use and positions.
Why do you need SEO copywriting?
Whether you run an online business or blog, you need digital marketing to create an audience. You use SEO copywriting to ensure your page appears on the first or at most second search result page on Google. Why?
When users search for something, they do not go beyond the first or second search results page. If your content lies on the fourth page, they will not see it, and your page will not get the desired traffic. Therefore, SEO copywriting is essential to help your website thrive and succeed.
Good SEO vs. Bad SEO?
You cannot tell if SEO is good or bad just by comparing two pages. Both will have used keywords, phrases and more. But for your SEO to work, you need to make sure these keywords are not stuffed or forced in your article. Often, in an attempt to make your page rank higher, you may overuse keywords (known as ‘keyword stuffinf’) or weave in irrelevant ones. Do not do this! Google is smart and may even penalise you for this by blacklisting your content or ranking it low.
Moreover, your content needs to be high-quality, readable, authoritative and grammatically perfect. Use a mixture of infographics, facts, figures, and vibrant images to spellbind your reader.
Last but not least, an essential strategy is to link your pages to more significant, accessible, and credible websites. Make social media your tool, contact influencers, and use guest blogging for this.
When influencers and authoritative networks root for you, Google will trust your content as a credible source. Voila, you will be on the first page in no time!
Now that you know what SEO copywriting is, optimise your content accordingly and increase the popularity of your blog or business. The seemingly challenging path to success has never looked simpler!
While search-engine algorithms are constantly changing and evolving, a copywriter has only one goal: to create content that humans find compelling and interesting.
But at the same time, the content has to be SEO-friendly enough to appeal to search engine robots without earning you a slap on the wrist from Google.
SEO copywriting can be described as the art of writing your content with a natural flow while including your keywords naturally, with the ultimate aim of ranking high in the SERPs.
In this post, we’ll be looking at some of the most effective SEO copywriting tips for 2020 that you can apply to your posts if you want to rank high, gain more traffic, and make more sales.
1. Start with a Captivating Title
The more interesting your headline, the more clicks and shares you’ll get, which will, eventually, result in more sales.
One of the key tricks with headlines is to make sure that you include your keyword in your title.
You should also try to include a number, especially an odd number as studies have shown that they appeal to readers.
Use catchy phrases as well as ‘how-to’ and ‘list’ titles for your blog posts and articles. They are very popular because they are regarded as informative, and a reader can scan them easily.
2. Follow Up with a Great Intro
Your introduction is also as important as your title, because it provides the first stage of engaging your reader and catching their interest enough for them to want to read the whole piece.
A poorly written intro or one that is unclear or too long will make you lose readers just as fast as you got them to click on your catchy headline.
Ensure that the paragraphs in your intro are short and to the point. People tend to run away from big paragraphs because they seem scary.
Also, make your sentences as short as possible. People find them easier to read.
3. Know Your Audience
You need to know the audience you’re writing for. Great copywriting usually starts with developing a ‘buyer personality’. This allows you to tailor your writing according to the target audience.
With information such as age, interests, gender, hobbies, and so on, you’ll have a better idea of who you are talking to along with their fears, goals, and wishes.
Browsing forums is one of the best places to carry out some great market research. On these forums, you can get first-hand information about people’s struggles and their choice of words in describing their hopes and desires.
These sorts of information can guide you in your copywriting.
4. Improve Readability with Sub-headings and Bullet Points
Your subheadings or section titles are just as important as your title. They provide a great way of breaking up your content.
Apart from guiding your readers through the content, they also define the content to search engines. You can use short paragraphs, bullets, and numbered lists to increase the readability of the content.
And when readability is increased, people read the whole of your article, then share or reference it in their own articles if it’s great content. This way, their readers will get to read, share, and reference it, too. This will boost your SEO rankings greatly.
Power words are another great way of improving readability. With power words, you can create a direct, lively, and convincing voice.
Also, when you have great writing in your sections, your readers get to spend more time on-page – and this will increase your rankings.
5. Add Some Media Files
Media files are not exactly copywriting, but they contribute a great deal to SEO because when you have great videos and images, they tend to draw the attention of your readers to main points, keep them engrossed, and increase their time on the page which can boost your rankings.
Also, with high-quality images, it’s easy to rank in Google image search. Do not use stock images. It’s highly unlikely that people would click on them, so they could hurt your ranking.
Google images usually lower the ranking of stock images compared to other images that are more attractive. Besides duplicate images from different sites are penalised, so that’s another reason why you shouldn’t use stock images.
If you want to do SEO on your images, here are some great tips you can follow:
Your images must be relevant to the article and valuable to the reader.
Examples of relevant images are:
6. Improve Your Site Design
Great site design can boost the time it takes for readers to stay on your site, and ultimately your conversion rates. Examples of great designs are:
7. Make Use of Bucket Brigades
You’re probably trying to figure out what a bucket brigade is. Well, it is a bridge phrase that builds on a previous sentence to encourage a reader to continue reading the next one and the one after that to get more context.
Examples of bucket brigades are:
They are mostly used by copywriters to help them connect emotionally with readers. Here are some reason why you should be using them, too:
Copywriting is all about giving your readers something to talk about after they visit your blog or website and creating a relationship with them that converts them from visitors to your loyal customers and promoters. SEO copywriting is much the same but done with a bit more formatting that makes it easy for readers to discover you.
This guide has introduced you to some of the best SEO copywriting tips that will help improve your ranking in the Search Engine Results Pages (SERPs) and, consequently, your conversion rates. With these tips, you should be able to improve your SEO copywriting skills and become a better writer overall, while keeping your content creation natural.
If your business or website needs some great copywriting, don’t hesitate to get in touch with us today.
Related copywriting blog posts:
Communicating your brand, proposition and key messages to your audience has never been so important. People are inundated with marketing messages on a daily basis and choice between brands is more competitive than ever, so making your content stand out with fantastic copywriting is key to winning brand preference – and, ultimately, new and repeat business.
You also have to make sure that your copywriting combines creative, engaging writing with SEO best practice. This ensures that when your potential customers search for your products, services and brand online, your web pages will rise above the ranks to beat the competition and generate valuable web traffic that could convert to leads and sales.
Follow our five killer SEO copywriting tricks to make sure that your content is searchable, visible and engaging enough to drive business growth.
Working with a copywriting agency is a surefire way to create first-class content with an SEO twist, especially if you don't have the resource or experience in-house. Agencies combine years of experience with talent, creative flair and technical know-how, plus they know how to get under the skin of your audience to craft content that will resonate and provide value. Plus they'll be up-to-date with emerging SEO trends and algorithm updates, giving you a competitive advantage over your competitors.
If you're taking matters into your own hands, make sure your website content is as search-engine-friendly as possible. This includes knowing your target keywords and ensuring they flow throughout your body copy and page tags. SEO guru Moz has a really useful resource to help you check off all the key on-page elements.
Three key KPIs for your copywriting should be engagement, shareability and search-engine rankings. All of these will be impacted by whether you display your content in a mobile-friendly manner. Plus research shows that 61% of local searches will contact a local business if they have a mobile-friendly website. As page-load times increase from one second to five, the probability of someone leaving your website without going any further increases by 90%. Is your website mobile responsive? Does your copy load quickly, without being slowed down by clunky images and videos? Deliver your content quickly and simply on mobile, and both your customers and search engines will take your work much more seriously.
You might have crafted your most engaging, optimised piece of content yet, but if your headline is weak, people will not click though to view it. This is true for your search-engine listing, social media posts, paid media and email campaigns. Research suggests that including numbers and making them unequivocally clear can vastly improve click-through rates.
Every audience is looking for the same thing: a clear, simple experience that is useful, answers their questions and adds relevant value. Google uses copy readability as a ranking factor, meaning that your copywriting has to combine compelling creativity with a clear narrative that leads to a call-to-action. Headlines, sub-headings, bullet points and consistent formatting can all help your audience and search-engine bots consume and understand your copywriting easily.
These five killer SEO copywriting tricks are by no means exhaustive, but they are a great starting point for any brand with an online presence. Don't underestimate the power of combining great copywriting with search engine optimisation – get started today and watch success against your key SEO, engagement and conversion metrics soar.
Get in touch with WooContent today to find out more about our SEO copywriting services.
There’s no point having amazing content if no-one sees it – that’s where SEO (Search Engine Optimisation) can help. SEO is a way of getting your content ranked at the top of the page so more people are likely to visit.
Search engines look for indicators that your content is high quality and relevant to the subject. So, you just pack your content with certain keywords to send your site soaring to the top? No! It's not as simple as that. Search-engine algorithms are highly sophisticated now, and are very smart at detecting keyword-packed copy. Too many keywords and your site will be categorised as spam, and treated accordingly.
Using a copywriting agency should form part of your content strategy. Such agencies create killer content that search engines love, while still being relevant and valuable to human audiences. Here are some of the top SEO-friendly tips that will help you get the best results.
If you have a service or product that you want to promote, the idea is for your content to rank highly when someone enters a keyword into a search engine. This involves having a strategy based around all important keywords.
You may know some of the most common keywords, but to get maximum visibility, don’t just rely on your instincts, but do some research. There are a number of tools, both free and premium, that find the full spectrum of keywords that are entered into search engines.
As mentioned above, it’s essential not to stuff your content full of keywords. As a rough rule of thumb, aim for keyword content of around 2%.
A page full of text with no subheadings (known as H2s) is an instant turn-off for most audiences, so it’s good writing practice to break down your text into bite-sized chunks. Using subheadings also helps with SEO, too.
Use important keywords for your headings (H1s) and subheadings and it will enable bots from search engines to identify the important parts of your content more easily. This will make you rank higher for relevant search terms, as well as being better for human audiences.
Writing for online audiences is very different to publishing in a printed medium. You’ll only have a fleeting chance to grab readers' attention before they click onto something else. This means not only laying out content in an attractive way but getting the length of your content spot on.
There’s no right or wrong answer, because the length of your article depends on your target audience. For some brands, it may be appropriate to write 1,500 words or more, but for others, this would be a huge turn-off to their demographic.
That said, Google regards content under 300 words as 'thin'. It also likes high-quality content, and in recent years has prioritised content that is longer and more in-depth.
You’ll need to strike a good balance between what your target audience enjoys alongside getting recognition from Google. In most cases, aim for a minimum of 600-700 words.
This is such an obvious tip but it’s one that’s often overlooked and it really does matter. Search engines like Google check the basics, and if your content is found wanting, you’ll be penalised.
Spelling mistakes ('typos') will steadily destroy your ranking even if the content is relevant and informative. Have a quick look at the sites that appear at the top of Google searches; you’ll never find glaring errors.
Of course, the quality of the content matters, too. Make sure you have a clear idea of what you want to write about and convey it in a way that’s easy to understand for the best SEO results. If you need help with your content writing, it's good idea to get the help of an experienced copywriting agency, especially one that is knowledgable about SEO and can incorporate this into any content they write for you.
Your goal is to get your content seen by as many people as possible, so you must consider social media your friend. People like to share articles, blogs and content they find interesting, and social media is the perfect vehicle for them to do this.
There are online tools you can draw on, such as Add This, which enable you to add social-media buttons to your content.
Aside from reaching a wider audience, the other benefit is that search engines value content that is regularly shared. Therefore, simply by making it shareable, you’ll be gaining valuable SEO kudos – that’s a win-win!
These tips for writing SEO-friendly content may seem remarkably simple, but they deliver excellent results. While you may want to rank on search engines, it’s essential to keep your human audience in mind at all times, and not simply write for the bots.
If you produce good-quality content and have an in-depth understanding of your subject, you will be well on the way to ranking at the top of those all-important search engines.