What Is Copywriting
Copywriting is a very unique form of writing that is designed to persuade, influence, and inform. Much of what you see or hear online from businesses is a form of copywriting. The scripts on a video, the ads that you see as you browse Facebook or the content that you consume when you are researching products or services. Copywriting has never been more important for your business and building your brand.
The ways in which the words on the page, in the post or on a video connect with readers, tell stories, and solve real problems can influence how successful your business is online.
Effective SEO Copywriting
SEO copywriting is a very specific type of copy that is designed to give people information to help them make a buying decision. It could be a product review, a guide on a particular product or service or a case study. There are lots of different types of SEO copywriting and its primary purpose is to generate traffic to a website through carefully crafted copy that captures and holds attention.
Without copy you would find it very difficult to sell to your prospects online. A copywriter is a person who can understand the main problems that a prospect has and write content in such a way that helps them solve this issue, providing a solution (your product or service).
SEO Optimised Copy
SEO copy will be optimised around key search terms that your target audience are actively using to find information online. The specific words they use will depend on what stage of the customer journey they are in. In the awareness stage they will be searching for general terms that introduce them to a product or service. As they move along the buyer journey and closer towards making a purchase, their searches will change. It is your job through SEO copywriting to identify the user intent, or the search terms that your prospects are searching for and create exceptional content optimised around these search terms that gives the prospect all the information they need.
SEO Copywriting Techniques To Help Improve Ranking
There are some key elements that your copy should have to increase search ranking:
1. A compelling headline to draw the reader in
2. Keywords and search terms built around user intent
3. Compelling H1, H2, tags optimised around keywords
4. In depth, quality content
5. Optimised images
6. Internal & External Links
SEO Copywriting Rules
As well as the Copywriting techniques listed above there are also copywriting rules that you can implement to give your SEO a boost. These rules include:
Intent is behind a lot of what Copywriters do. It’s about understanding the people they are writing for, recognising the intent behind the search term that is being used in the copy. Keyword intent can be divided into three categories:
Informational – To find out more about something or to learn
Navigational – Web users are searching for a particular website or web page
Commercial – The web users is looking to buy
Google will invest a huge amount of resources into the accuracy of their results pages and it will give your website a boost if you serve user and keyword intent. No matter what page you are writing, good Copywriting for SEO depends on matching the intent behind the keyword.
ii. Cut out the Fluff
Relevancy is key when it comes to SEO copy. Short, crisp copy that gets the point across in the fewest possible words is best. When content is relevant, this sends positive signals to Google which in turn helps with ranking a website. Keywords should be placed as early as possible in the copy, at least once in the first 50 words.
iii. Avoid Keyword Overuse
While using keywords is great and is required for Google to understand your page, avoid tactics such as ‘keyword stuffing’ which is the practice of including the keyword so many times that it is unnatural and repetitive. It also provides a poor user experience.
iv. Know Your Audience
Understanding who you are writing for will both increase the value of your SEO copywriting, but it will also increase dwell time on the page. The longer the user stays on your website, the higher the likelihood they will click through to another page, read another article, perhaps sign up for your mailing list or browse your products or services. Furthermore, when you understand who you are writing for, you can speak their language which will increase the chances that the content will connect and resonate with them.
v. Use Headlines to Capture Attention
Headlines should be optimised for maximum click throughs. That said, the headline must be relevant to the content on the page. Spend some time on crafting the perfect headline to draw users in and drive as much quality, relevant traffic to your website. The best headlines should include a hook that instantly captures attention. You can do this by using statistics, figures and more. Make your headline benefits focused, pique curiosity and give the web user a reason to click through to the website to find out more.
vi. Meta Descriptions
Also make sure that your meta descriptions are properly written and optimised for your target keyword. Exercise a little creativity with your meta descriptions and make people want to read your page. Descriptions should encourage click throughs and also provide enough evidence to Google that your website is worth listing in the SERPs.
When SEO copywriting is approached in the right way with a targeted approach and with the help of an SEO agency, it can generate a significant number of qualified leads for your business.