What makes a website stand out from the rest, to both people and search engines alike? In our humble opinion, it’s SEO-optimized site copy, or compelling writing that has been created with search engine optimization strategies in mind. That’s why, in this handy guide, we’re exploring the essential components of SEO copywriting, a practice that enables websites to rank higher on SERPs, drive organic traffic, and, ultimately, convert more visitors into customers.
What exactly is SEO copywriting? While copywriting is the practice of creating engaging and informative content for people, SEO copywriting is also optimized for search engines. It’s a balancing act between catering to both human readers and search engine algorithms, and so it involves more than simply including popular keywords in the copy; the text as a whole must also provide value to readers.
Here are some of the most fundamental SEO copywriting techniques:
Keyword Research: Conducting keyword research is the most important part of SEO copywriting. By understanding the search terms that your audience is using to find websites like yours, you can find gaps in your site’s content or find opportunities to optimize what’s already there. We recommend using a tool like Ahrefs to get started.
Compelling Content: As mentioned before, while including certain keywords in your copy is important, it’s just as important that your content is also valuable to users. Avoid “keyword stuffing,” or overusing keywords in the copy, and consider user intent when crafting your copy. Why are people searching for certain keywords? What kind of information are they after? Use this data to create content that your readers will enjoy.
(By the way, there are four kinds of search intent, which we discuss here.)
Copy Structure: There’s one more thing you need to consider: content structure. Make sure that your copy is clear and concise, and avoid overly long sentences and confusing jargon. Proofread your content (more than once!) before publishing, and get feedback from people on your team. Think about your audience and, ultimately, aim for readability, so that you don’t alienate readers.
SEO copywriting provides two main benefits: increased online visibility, and a quality experience for users.
Regarding visibility, there are millions - hundreds of millions - of websites on the Internet. How do you ensure that yours gets seen? SEO copywriting is one way to boost rankings on SERPs, leading to more opportunities for people to click on your website.
Effective SEO copywriting also enhances the user experience, because you’ve created valuable content that is meant to engage your audience. Regularly providing users with quality content increases your brand authority and customer loyalty.
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Interested in improving your SEO copywriting? Reach out today and learn more about how we can help you to succeed.
