SEO Copywriting Guide

Want to be an SEO copywriting superhero? Here is a quick 4 minute guide to be the SEO writer you always wanted to be.

First up, what is SEO?

SEO stands for ‘Search Engine Optimisation’. It is the act of optimising your website so that you can maximise organic traffic (‘organic’ meaning free!) through search engines, think Google or Bing. Organic search is the main source of all website traffic at 53.3%!
You want to appear on top when people search for products, services or topics. To achieve this, you need to please the search engine overlords (bots). Understandably, they want their users to have the most seamless and enjoyable experience possible.

It can feel pretty technical, especially when talking about Core Web Vitals such as Largest Contentful Paint and Cumulative Layout Shift but we’re here to talk about the more human side of SEO, copywriting.

What is SEO copywriting?

SEO copywriting is similar to the practice of SEO in that the goal is to receive high rankings within search engines, such as Google. But the aim is to create content that is high quality and provides maximum value to both the readers and Google.

An article needs to have a clear purpose. Is it to educate, inform, promote, solve a problem or answer a question? Gone are the days where you can plug in as many keywords as possible (the bots have outsmarted us). The writing should flow and be ‘human’ in its tone. But in saying that, it would be wise to keep Google in mind. The most effective SEO copywriting creation is content that:

  • Is formatted so that both readers and search engine bots can easily read it.
  • Is the best answer for client’s search queries.
  • Google can understand and index.
  • Contain keywords and phrases that clients are searching for on Google.
  • Engages and entertains readers.
  • Is sharable.

On top of this, your content should fulfil your marketing goals such as gaining subscribers and conversions, etc.

How to measure success?

To measure the success of an SEO copywriting campaign, clear key performance indicators (KPI’s) and goals need to be set.

Common KPI’s include:

  • Website traffic through organic search
  • Lead generation
  • Brand awareness
  • Click-through rates
  • Social media shares, comments, or likes.
  • If the target KPI is met, the campaign is a success!

6 Key Tips for SEO Copywriting Success.

1. Research

Good content begins with a good topic. Conducting keyword research will help you establish your website’s niche. You can then pinpoint the best keywords that have the lowest competition for your article topic.
Understanding SERP (search engine results page) intent is also important. As it puts into perspective why the user is using the keyword and what they intend to do with the information. Knowing the user’s motivation can allow for better targeting.
As a start, search for products or services in your industry and see what are the highest-ranking results. In addition, ask questions in Google and see which content ranks highly.

2. Keywords, keywords, keywords

Planning where to use your keywords will ensure the best results. Try using free keyword tools such as Ubersuggest or Ranktracker. Focus on one or two keywords per page or blog. Keeping broader terms for your main “parent” page and longer terms for the “child” pages,
Use keywords in places of importance to let search engines know the content’s intent, ranking in the following order:

  • Title tag
  • Internal links within content
  • Alt attribute of image
  • Headline tags
  • Meta description

3. Proper formatting for readability

The structure of your article is important for the readability of both your reader and Google. In the world of skimming and short attention spans, key content needs to stand out and be easily consumed. Along with clear headings and subheadings, lookout for opportunities for lists and visual media.

4. Writing

Write in your brand’s tone of voice and ensure your content is credible. Maintaining trust and authority is crucial in today’s world. Use active verbs. Write in a variety of sentences to create some rhythm. Make your content unique by adding your own perspective. Keep it simple.

5. Review and edit

Always edit before publishing! Read through it multiple times, run through a grammar check, and get a colleague to proofread the final edit. After it’s published, test it out by searching for it specifically on Google and update where needed.

6. Use tools

Even the best copywriter needs a helping hand. Here are some of the tools we like best:

Conclusion

SEO copywriting is a proven method of improving your overall SEO. But to stand out from competitors the focus needs to be on quality. If you prioritise algorithms, the quality will be lost. Put yourself in the shoes of your customers, what would you search for? Would your content satisfy your question? If so, you may be on to a winner.

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