Information and advice about Search Engine Optimization and Local Search Engine Optimization.
Want to know how to use SEO copywriting to increase your rankings?
If you can find the perfect combination between writing for humans and optimizing for SEO, you’ll reap the rewards.
That’s why we put together our definitive guide of SEO tips for copywriting. Keep reading to discover our best tips and tricks as well as terrible mistakes you need to avoid!
What Is SEO Copywriting?
SEO Copywriting is creating content in a way that increases your chances of ranking in the search engines.
There is always the debate – should you write for the search engines or humans?
The truth is that it shouldn’t be either-or, you can write for both.
There are many factors that go into your ability to rank including:
Keyword Targets & Usage
Meta Title Tags and Meta Descriptions
Internal & External Links
…and much more
In this article, I’ll discuss some of the most important factors for SEO Copywriting.
Let’s get into it!
Find Relevant Keywords With Keyword Research
A big part of SEO copywriting means that you’ll be optimizing for keywords or keyphrases, so you’ll want to start with keyword research.
You’ll want to find a primary keyword / topic that has good search volume and resonates with the customer base you’re attracting.
Want some help? Here are 3 easy keyword research methods to help kick start your search!
Undertand What Users Want With Search Intent
What are users really looking for when they type in your chosen keyphrase?
Sometimes, the answer isn’t obvious, and if you create the wrong type of content, it will be very difficult to rank.
When you understand the “Search Intent,” you understand what users are truly looking for.
The easiest way to find the search intent of a keyword is to just search it in Google and see what types of content come up.
Are they ultimate guides? Lists? Reviews? Product pages?
By understanding search intent first, you’ll make sure you’re producing the right type of content.
Titles & Meta Descriptions
The title & meta description are what is shown in the search results.
Treat this like writing an ad – you’re usually competing with ~10 other websites for a user to click on, so you’ll want to entice your reader!
Make sure to include your primary keyword here as well, and in general, this should be near the front of the title tag.
Creating A Killer Headline
Next, you’ll want to create an engaging headline that also includes your primary keyword. This is often wrapped in a <h1> tag.
A good headline gets the reader’s attention and makes him want to learn more.
Optimizing The Content
Now let’s talk about how to actually optimize the content.
Covering The Topic
After you understand the user’s search intent, you’ll want to cover the topic fully.
That means answering any questions that the user has about the topic. A good place to start is to look at what’s currently ranking and see what’s being covered.
You might also take note of any question boxes that show up in the serps:
While there is some data that suggests that longer content tends to rank better, for the sake of SEO copywriting, I believe you should just write enough to cover the topic.
Writing for the sake of writing won’t help your real end goal – to rank and make sales.
So write about what users care about & the answers to their questions.
In your article, back up your claims with stats and examples to help build the trust and convince the reader of your point.
As a writer, what you’re doing here is playing the long game.
Customers are naturally wary of a blog or article that exists simply to sell them something.
However, they are grateful for writing that saves them time or helps them improve their lives.
That gratitude will lead them to trust you, and that trust will lead to more sales over time.
Divide Your Content With Headings
Using heading tags to divide up your content helps keep people reading and improves scanability.
This will keep people engaged with your content vs just bouncing off your page.
Keep Paragraphs Short
By keeping paragraphs short to 1-3 sentences, you’ll also improve the readability of your content.
This keeps the reader engaged vs. trying to read a wall of text.
Finally, you need to make sure your copywriting has a good number of authoritative links. This is something that helps your readers as much as it helps Google.
Users, of course, love the ability to further research a topic. By providing trustworthy links, you allow readers to double-check what you are saying with a single click.
Meanwhile, Google considers your willingness to link to other sources as a sign that your website can work and play well with other writers. As a result, Google’s algorithm will rank your website that much higher.
All SEO writing ultimately revolves around the “call to action.”
You must have a goal in mind, such as getting users to buy a product or sign up for a mailing list. That means the rest of your writing must persuasively line up with this goal and make it happen.
As we said, though, customers are wary if you sound like a salesman. How, then, can you make your text sound persuasive? It all starts with writing from the user’s POV.
For example, your readers are naturally curious about what you can do for them. Instead of imploring them to simply “Sign Up Now,” let them know how this will improve their lives.
For example, “Get Started Ranking Your Site” helps a reader imagine the tangible outcome of making a purchase.
From the headline to the CTA, consider their POV. Demonstrate that you understand their concerns and, where appropriate, demonstrate how you can make those concerns go away.
These are some of the basics you’ll want to consider for SEO Copywriting.
Are you looking for a company that can provide the best SEO services for all your content needs? We’ve got you covered.
Here at The HOTH, we specialize in providing relevant content that helps your site rank. To see what we can do for your business, book a free SEO consultation today!
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