One of the goals of being a content writer or website owner is to attract as much traffic as possible to your blog or website. Chances are you’ve heard the term “SEO copywriting” and how it might help that goal, but if you haven’t, don’t worry, you’ll soon be a pro.
So what is SEO copywriting and how can it increase your traffic?
What is SEO?
Search Engine Optimization (SEO) helps make your website’s content more noticeable to the web user. SEO can be keywords you add to your content, images, and descriptions you add to your website, or any fine-tuning that will help promote your website more than others.
One of the most organic forms of SEO includes using keywords in your content that the web user might type in their search browsers.
An SEO specialist’s job will be to research and determine the keywords that will yield the best results. Then, use the selected keywords to create your content.
Google, the most popular search engine in the world, ranks web content and sites based on their relevance to the user and authority. Here’s how it works:
- Relevance – The importance of a particular web page is determined by an analysis of the frequency of specific keywords and where they are placed.
- Authority – This defines reliability and your site’s position among other web pages. This is determined by how often other web pages refer to your page for further information and how reliable those pages are.
What is Copywriting?
Copywriting is a combination of advertising and writing. It is the perfect blend of strategically formulating words in a way that will get the reader excited to act. That act can be to buy something, to visit a website, to read a blog post, etc. Copywriting is a skilled craft that can take a normal piece of writing and transform it into a creative and enticing copy.
Copywriting is everywhere. It is the content that you see written in YouTube advertisements or the headlines of a Facebook advertisement. Its the text on websites that inspire you to move from your current site to another site.
Outside of that, it’s the text written on billboards, newspaper articles, signs, bus stop ads, etc. The intention of copywriting is to move the reader to do an action. Copywriting motivates people to click on a website, or why they should buy this product or use this service.
SEO Copywriting: A Meeting of Two Arts
Hopefully, you are getting a good idea of what SEO copywriting involves.
It requires writing content that balances Search Engine Optimization and audience appeal.
Google uses algorithms to rank web pages, and understanding how it works is necessary for every SEO copywriter who wants to stay ahead of the competition.
When your content is written correctly and starts attracting your target audience, your presence increases as they start sharing your content on other platforms. This improves your content’s writing in the and with Google’s Algorithms, helps improve your ranking.
A list of over 200 Google Algorithm Ranking Factors is available and gives a more in-depth analysis of the intricacies to consider when structuring your web content.
But what are the dos and don’ts of SEO copywriting that separate the pros from the beginners? Let’s have a look at some of them:
Engage in Keyword Research
So what exactly are keywords and why should you research them? Well, keyword research is the process of finding and analyzing popular search terms that people tend to type into search engines. You then take these words and include them in your content. This is so it can appear higher on a search engine result page.
How do you carry out keyword research?
- Make a list of important, relevant topics based on your business.
- Fill in those topics with keywords.
- Research related searched terms.
- Look for mixed words or long-keywords.
- See how competitors use these keywords.
- Use Google AdWords Keyword Planner to cut down your list.
Keyword research in SEO is essential. It is the first step for generating successful SEO for your site and it helps your target audience find your site through search engines. It’s important to choose appropriate keywords that fit your business or blog so you can attract the right audience to it.
Avoid Keyword Stuffing
What exactly is keyword stuffing? It is the practice of inserting a large number of keywords into your content. This is usually an attempt to increase your page’s ranking in search results and drive more traffic to your site.
Keyword stuffing is seen to some as an unethical SEO technique while others consider it a type of attack. Though the use of keyword stuffing might be used simply to drive more traffic to your site, it can appear to be dishonest or seem malicious.
Google’s Algorithms are clever and will detect petty tricks like keyword stuffing.
It is also known as spamdexing, where keywords are hidden in a site’s content by a number of different methods. For example, font matching the color of the backgrounds, font size set to 0, or even placing it behind an image.
The easiest way to avoid keyword stuffing is by creating rich content that is useful to the user. Of course, keywords should be featured in your content, but they should never outshine your content.
An Eye-Catching Main Topic
Now that we have put keywords in our content, let’s try to strategically place them in the title as well. Emphasis on keywords in your title makes practical sense from a search engine point of view. When people use a search browser, they want to see results, simple as that. When your keywords are there, people are more likely to link your site with those keywords, and ultimately click on your link.
It’s one thing to achieve a high ranking on Google’s search results and another for the user to actually click on the link to your web page.
As an SEO copywriter, careful thought must go into choosing the right headline.
SEO copywriting is a skill that continues to evolve. It holds the power to transform a low ranked web page into a high ranked web page.
Remember to keep these tips in mind:
- Good keyword research
- Attractive headlines
- Relevant content
- Search-optimized content
Don’t forget that appealing to your userbase will help improve your site’s ranking.
Higher rankings on search results mean more website traffic, so, learn copywriting techniques yourself or hire an SEO copywriter.