The world of SEO is constantly changing and evolving, which means that the strategies and techniques that worked in the past may not be as effective today. One of the areas that has seen the most change is copywriting, which is now more important than ever for SEO success. In this guide, we’ll take a detailed look at what SEO copywriting is, why it’s important, and how you can use it to improve your SEO efforts.
SEO Copywriting: What is it?
SEO copywriting is the process of writing content for your website that is both Search Engine Optimized (SEO) and user-friendly. This means creating content that not only includes the relevant keywords that your target audience is searching for, but also reads well and provides value to the reader.
Why Is SEO Copywriting Important?
SEO copywriting is important because it helps you rank higher in search engine results pages (SERPs), which can lead to more website visitors. Additionally, well-written content will keep readers engaged, which can lead to more conversions (sales, newsletter sign-ups, etc.).
A post optimized for just SEO does not have any meaning because it is basically designed for machines. However, the meaning and essence of your writing will always be for people. You have to remember that even though you are targeting machines, you are catering to human readers first and foremost.
The main purpose of SEO copywriting is to make your content engaging and interesting for both humans and search engine crawlers. This way, you can attract more readers to your site while also increasing your chances of ranking higher in SERPs. This higher ranking happens as a result of the following check-offs:
- More backlinks
- Lower bounce rate
- High dwell time
- social shares
- A decent click-through rate
This is the reason why your SEO copywriting efforts should not just be focused on filling your pages with the right keywords. You also have to make sure that your content is well-written and informative enough to keep readers engaged.
Different types of SEO copywriting
SEO copywriting comes in various forms. An essential factor that determines the type of SEO content you are going to write is search intent.
The main purpose of product descriptions is to convince people to buy a certain product. When writing product descriptions, make sure to highlight the features and benefits of the product in a way that will appeal to your target audience.
Blog posts are usually written to inform or entertain readers. When writing a blog post, make sure to include relevant keywords so that your post can be easily found by people who are searching for information on that topic.
Web Page Content:
The content on your website’s pages should be well-written and informative. Make sure to include relevant keywords on your web pages so that they can be easily found by people who are searching for information on your products or services.
Advertising copy should be well-written and persuasive. Include relevant keywords so that your ad can be easily found by people who are searching for information on that topic. Today’s digital marketing professionals work on writing copies for Facebook Ads, Instagram Ads, and PPC Ads.
Landing pages are important for lead generation. The content on your landing page should be well-written and persuasive. Include a strong call-to-action so that visitors will know what to do next. For example, if you’re selling a product, your CTA could be something like “Buy Now” or “Add to Cart.”
Phases of Copywriting
The goal of SEO copywriting is not just to stuff your content with keywords. That would be counter-effective and make for a really bad user experience. Instead, the focus should be on creating quality content that is informative, helpful, and engaging.
The preparation phase happens just before you start writing. This phase is broadly categorized into two parts:
Before you start writings, you need to know what to write about. This is exactly where keyword research eventually comes into play. Keyword research helps you identify topics that are relevant to your business and have a good search volume.
An important requirement here is competitor analysis, which entails that in addition to researching keywords, it’s also important to take a look at what your competitors are doing. This will give you an idea of the type of content that is already out there and where your content can fit in.
You will want to target specific keywords that are relevant to your business. There are a few things you need to do here:
Formulate a mission statement
This will be your north star, so to speak. It will help you stay on track with your content and make sure that everything you write is in line with your business goals. The mission statement should encompass what your business does, who your target audience is, and what you want to achieve with your content. Some examples of mission statements are:
- To educate people about the importance of _____
- To provide valuable resources for _____
- To help people make informed decisions about _____
Utilize keyword research tools:
These will help you find the right keywords to target in your content. A few examples of tools you can use is Google Adwords Keyword Planner, Wordstream’s Free Keyword Tool, and Moz’s Keyword Explorer.
Create a keyword map
This is a helpful way to organize all the keywords you want to target. Include the keyword, the topic you want to write about, and where you want to use the keyword (in the title, in the body copy, etc.). This will help you stay focused when writing and ensure you are targeting the right keywords. Thus, keyword mapping is a very useful tool.
Once you have a list of keywords, you can start incorporating them into your copy. Remember to use them sparingly, however, as too many keywords will make your content sound unnatural and may even get you penalized by Google.
One of the most important things to keep in mind when writing SEO copy is search intent. This is what the person searching is looking to accomplish by typing in a certain query. In tandem with your keyword research, it allows you to understand what your target audience is looking for and how you can best provide it.
For example, let’s take “SEO Copywriting” as the keyword.
What might be your list of topic searches:
- How to write SEO copy
- What is SEO copywriting
- The benefits of SEO copywriting
- 3 tips for effective SEO copywriting
- How to improve your SEO copywriting
- What to avoid in SEO copywriting
Knowing the search intent behind these keywords allows you to answer these questions in your content and provide value to the searcher.
This is where you finally start writing. Well, not really. There are still a couple of things you need to do before you get to the nitty-gritty.
It is vital that before you begin actually writing, you need to plan what you want to write. If you start writing before you have a clear plan in mind, your writing will be unfocused, scattered, and you might even diverge from the topic altogether. There are three phases to this “preparation” stage: outline, doubt check intent, and structure,
An outline is like a map for your content. It helps keep you on track and makes sure you hit all the points you need to. Not to mention, it can make the actual writing process go much faster. To chalk out your outline, it might be prudent to answer the following questions:
- What is the purpose of your article? Why are you even writing at all? and What do you want to achieve?
This helps you to determine the type of content you want to write and how in-depth your content should be.
- Who is your target audience and what do you want from them?
This helps you determine who it is that you are writing for. This helps you focus your subject matter, context, tone, and even imagery.
- What information do I provide? How do i provide it? and in what order should it be?
This helps you determine whether your content should tell a story or be fact-based. This also helps you with the next step, which is structuring your content.
- Double-check Intent:
Make sure that your content aligns with the intent of the search. This means that if someone is searching for “SEO copywriting guide” they should be able to find a page on your website that provides a comprehensive guide to SEO copywriting.
This also helps you form the tone and context of delivery for your content. For example, are you informing users or amusing them? Are you being serious or humorous? If your keyword research clearly demonstrates that the intent behind the query is informational, then you will want to write a persuasive, informative, sales-centered piece that answers the searcher’s question as well as tempts them to complete some form of action, the case here being to buy something
Structure your content:
The next step is to structure your content in a way that is easy for users to consume and easy for search engines to understand.
Here are a few tips:
– Use headlines and subheadings to break up your content and make it easy to scan
– Use short paragraphs and sentences
– Use bullet points
– Use images and infographics
Structuring your content is triple-edged. It is not only as much for the search engine as it is for the reader, but it is also for you as a writer as it helps you always keep things in context and allows you to layer your content into a definitive direction. This is vital if you want to be persuasive but not forceful if you are telling your story, and especially if you want to be engaging.
Once the three tasks above are completed, you can finally start writing. Content creation is the simplest stage because it allows you to express yourself without keeping in mind too many restrictions. The earlier preparations are meant to streamline your work and allow the content to be written as soon as possible.
Source: Digital Agency Network
This is a crucial phase, probably even more than the actual writing. This might sound nonsensical; however, SEO copywriting is all about high-quality content. This means that your story must be interesting, well-organized, and error-free. Here your research, typos, disorganization, and other errors will take a serious hit on your credibility. Ultimately, your content needs to create an impact and these errors dimnish that.
- The first step is to read your text out loud: This will help you notice any errors in grammar or awkward phrases. If you stumble upon something while reading, chances are that your readers will have the same issue.
- Edit for clarity: Make sure that your ideas are well-organized and easy to follow. Lastly, revise for style. This is where you can get creative with your word choice and sentence structure. Be sure not to sacrifice clarity for creativity though!!
- When you’re finished writing: Put your text away for a while (at least an hour). This will help you come back to it with fresh eyes and catch any errors you may have missed.
Lastly, be absolutely sure to check for the essentials:
- Active and Passive Voice
- Tone and readability
Once you are happy with what you have written, there are two more things you need to do:
- Optimize your content:
Once you have your content structured in a way that is easy to read and understand, it’s time to optimize it for search engines.
There are quite a few things that you can do to really optimize your content:
– Use keywords throughout your content
– Optimize your title and meta tags
– Use alt text for images
– Add internal links to other relevant pages on your website
- Promote your content:
After you have created and optimized your content, it’s time to promote it. There are quite a few ways that you can promote your content:
– Share it on social media
– Submit it to directories and forums
– Email it to influencers and other relevant people in your industry
– PPC (pay-per-click) advertising
Analyze and repeat phase:
The final step in the SEO copywriting process is to analyze your results and make changes accordingly. After you have published your content, track your traffic and conversions. If you see that your content is not performing as well as you had hoped, make changes to your title, keywords, or the content itself. Then, repeat the process.
SEO copywriting is a process that involves creating compelling, relevant, and keyword-rich content for your website. By following the steps in this guide, you can create content that will attract more visitors from search engines and convert them into customers.
There are numerous resources available online to improve your copywriting. If you need first-hand experience recounts or help with content creation for your website, then our team at Pixel street will be happy to help you. We are a web design company that is very familiar with content creations and our team will be happy to help you with your needs.