SEO copywriting is an amalgamation of art and science. With a deft touch, copywriting can positively impact a company’s brand reputation and digital rankings.
The quality of writing and your mastery of search engine optimization could mean the difference between your website reaching the vaunted top spot of the Google rankings with its 25%+ share of all clicks, and languishing with the tumbleweeds in the ghost town that is the second page of Google search.
Want to climb your way to the top?
Start with these foundational copywriting tips.
#1 Understand The Purpose of SEO Copywriting
At its essence, SEO is the practice of enhancing a website so that it ranks higher on Google when people search directly for your goods and services or indirectly about topics related to your business.
In the past, SEO was much more science than art. You could get away with gamifying the system.
But that’s no longer the case. That’s no longer the purpose of SEO. It’s become so much more than that. The algorithm has evolved to be more human and less machine.
Today, it’s all about user experience and search intent. With thousands of pages jockeying for position, the Google Algorithm draws on dozens of ranking factors to identify the page that is the most:
- Relevant to the searcher
- Authoritative on the subject matter
- Up-to-date and accurate
Of course, technical, on-page, SEO methods like headers, title tags, and meta descriptions still matter. Just not as much as they used to. Now, SEO prioritizes the quality of content, the words on the page, and the overall reader experience.
If you want to create high-quality content, it must be comprehensive, original, well-sourced, engaging, and properly formatted.
#2 Conduct Thorough Keyword Research
Keywords are the pillars of your entire SEO effort. They form the foundations that buttress each of your content efforts—whether it’s on your home page or blog.
The goal is simple: rank for the keywords your audience is most likely to search.
But what are those words or phrases?
You may have a gut feeling for certain topics related to your industry, but do you know what the most popular searches are? Do you know which competitors are ranking highly, and for what?
To answer these questions, you must do a deep dive into your keyword research. Once that’s done, you can start building your SEO content schedule and strategy.
You can’t rank for every keyword on your list in a single blog. That will result in low-quality content.
Nor can you always focus on the top keywords. With so much competition, it may be wiser to focus on keywords with lower difficulty scores or search volume.
For instance, if you’re a small brand in a large industry, you’ll likely have trouble ranking for generic keywords, no matter the quality of your content. However, by focusing on long-tail keywords that have a higher informational search intent, you can more easily reach your target audience with content that compels them to take a specific action—be it signing up for a newsletter, contacting the business, or making a purchase.
It’s fine and dandy to shoot for the moon. By all means, you should set your sights high. But, at the same time, outlining achievable, measurable, and realistic long-term goals will probably yield better results.
#4 Do Something Different
Think of a question your audience might have and type it into Google, then look at the results. Chances are, you’ll encounter a long list of articles with similar titles.
Click into a few of those.
You’ll probably read the same information, stats, advice, and even analogies. With every brand competing over similar keywords, it may feel like once you’ve read one blog post, you’ve read them all.
Your copy shouldn’t be that way. It can’t be. You must do something to stand out in a veritable sea of competitors.
How you accomplish that is up to you. That said, the more differentiated your voice, brand, and style from everyone else, the better.
Be creative. Be bold.
Enticing someone to click on your page is ineffective if you can’t keep them there. In fact, if you fail to grab their attention, your SEO scores will go down.
Semgeeks—A NJ SEO Agency
SEO copywriting is fundamental to your digital marketing success. It’s the key to increasing your brand’s visibility, authority, and value.
You may agree with all of this, but still don’t know what to do next.
That’s where we come in. At Semgeeks, our SEM agency can partner with you to build a content strategy that identifies lucrative keywords and industry-specific opportunities and then combine that with top-notch copy.
When you work with us, we can build a custom SEO copywriting strategy that appeals to both technical search algorithms and your target audience.
Search Engine Journal. Over 25% of People Click the First Google Search Result. https://www.searchenginejournal.com/google-first-page-clicks/374516/#close
Search Engine Journal. Long-Tail Keyword Strategy: Why & How to Target Intent for SEO. https://www.searchenginejournal.com/keyword-research/long-tail-keywords/