You have probably heard the phrase “Content is the King” by now. Writing copies that make your potential customers perform an action you want them to has been essential to marketers for years. Unfortunately, at some point, we started drowning in content, and now it is quite challenging to get noticed. This is where SEO copywriting comes in.
What is SEO copywriting, you may be wondering. It is a specialized form of writing online content that includes search engine optimization techniques that will make you stand out in the search engine results pages. Properly done SEO copywriting will help you:
- Rank higher on the search engine results page
- Rank for quality keywords
- Turn visitors into buyers
- Increase your Click-Through Rate
- Build your online authority
Sounds like magic, doesn’t? The cool thing is that it is actually easier than you think. Follow these simple steps and your ranking will soon sky-rocket.
1. Keyword research
The basis of SEO are keywords. These are words and phrases in your content that make the searches find you easily on Google and other search engines. They must always reflect what the page is about.
Before starting a keyword research, you must take your customers’ habits into consideration. Think of the people who need your product or service: what do their search queries look like? Get into their heads and use the words that they would use.
Finding the right keywords for your content is not an easy task. Be aware that if you use wrong keywords, your target audience won’t be likely to find you.
Here are some tactics to use:
- Brainstorm phrases around the topic that interests your target audience.
- Use Google suggestions for new ideas
- Use keyword research tools such as Semrush, Google Keywords Planner, and Ubersuggest.
- Try to narrow your topic down as much as possible. That way, you will use the so-called “long-tail keywords”, which consist of 4 or more words. For example, instead of trying to rank for “SEO”, go with “best SEO practices for blogs”.
- Look at your competitor’s websites and find out which keywords they use.
- Analyse your list of potential keywords. Find out their search volume and competitiveness. Your goal is to find a keyword that is searched often, but which is not too competitive.
Finally, pick one main keyword and several supporting ones.
2. Making a clickable title
Having a great title does wonders for your content. The sad fact is that while 80% of people will read the title, only about 20% will actually read your article. This is why it is essential to devote time and effort to create the perfect title.
- Always use the main keyword in the title, preferably at the very beginning.
- Your headline should have around 50-60 characters. If it is too long, the final words won’t be visible in the search engine results page.
- Don’t make generic titles. They may be SEO-friendly, but they’re not clickable, and your goal is to get the click. Instead, write lists, how-to manuals, and use modifiers such as “best” and “coolest”.
Here are some examples to give you a general idea.
- 14 Habits of Exceptionally Likable People
- How to Become a World-class Copywriter in One Month or Less
- How To Use Canva: An 8-Step Guide To Creating Visual Content
- The Weight Loss Trick that Everyone is talking about
- Health Insurance Companies HATE this New Trick
- How Social Media Marketing is like “Dungeon and Dragons”
If you want to check if your title is good, there are numerous tools for title analysis. My favourite is CoSchedule analyser, so give it a try.
3. Content Creation
To create successful content, you must know your audience well. Put yourself into their shoes, think of their needs, fears, and problems. Your articles should always be about them, never about you.
Pay attention that your article doesn’t sound like a textbook. Yes, you are writing to educate or to help, but you should also be friendly, engaging and fun. Use simple language and avoid complex sentence constructions to increase the readability.
Of course, every piece of content has to have its goal. Whether you want the reader to sign up for your newsletter, buy your product, or just leave a comment or review, your content is there to persuade them to do it.
As for the keywords, you should use them sporadically. However, always bear in mind that they have to be used in context naturally, and avoid using them too often as Google will find it suspicious. For a more detailed guide on content creation, check out my content creation guide.
4. The importance of linking
Link building is one of the most important aspects of SEO. Having numerous links leading to your website increases your online authority and makes your pages more desirable in the eyes of search engines.
When you write your article, make sure that you link it at least once or twice with other content on your website. Of course, those links must be relevant and included in the copy naturally.
External links are just as important as the internal ones. Google likes it when you show that you value other people’s work. Link to authority sites and pages in your industry, link to more in-depth guides or to content that backs up facts from your article.
5. Editing and the structure
In SEO copywriting, a good structure brings you a lot of points. Every reader hates when they come across a piece of content that is almost unreadable because of the lack of structure and formatting. This part is very easy, actually, all you need to do is:
- Avoid big blocks of text. Organize your content in short paragraphs instead.
- Use headings and subheadings. These tags rang from Heading 1 to Heading 6. Heading 1 must be used only for the main title of the page. Use the rest of the headings to divide your post into small, easy to read chunks.
- Make sure that headings include your keywords
- Use fonts that are easy to read
- Use bullet points and numbering, as well as bold and italic for emphasis
- Check your article for bad spelling and grammar. Such mistakes are unforgivable.
6. Visuals and multimedia
Visual elements are an essential part of any content. If you want to be engaging and attractive to your audiences, you must devote some time to searching for and creating good visuals.
Video is currently the number one format, and if you add some good and relevant video clips, your post will no doubt be a success. You can also use GIFs, as well as infographics and good old traditional images. Just make sure that all your visuals are relevant and that they add extra value.
Avoid using generic stock photos, try to make something custom. I suggest using Canva, as it has lots of options that will make you feel like a real designer.
When it comes to using images, there are 2 important things that you must pay attention to:
This is a short text that tells the search engines what the image is about. This is also the text that will appear on your website if, for some reason, the picture can’t load. This is why all your images should have descriptions.
To increase your SEO success, include your keywords in the description. Of course, this only applies if the image is related to the keyword.
If you use any content from the Internet, make sure that you credit the owner.
7. Meta descriptions
A meta description is a short text that tells the search engines and searchers what your content is about. This is the text that appears on search engine results pages below the title. Make sure that your meta description summarises your article well and, of course, include the keywords.
8. Optimize you slug
A slug is the part of the URL that identifies the specific page and tells what it is about. Usually, the slug takes the form of the page title. However, sometimes it needs some editing. Make sure that it is short, descriptive, and that it contains your main keyword.
There you have it. I wish I could say it’s as easy as pie, but it isn’t. However, if you follow these simple steps, I’m sure you’ll become an SEO expert in no time.