SEO (search engine optimization) copywriting is all about writing engaging content, so Google search engine results page (SERP) ranks it high. It attracts quality organic traffic, develops brand trust, and converts leads into sales.
With good old copywriting, the intention was to write creative content to boost customer engagement. However, SEO copywriters focus on getting more clicks/shares and, therefore, crafting their copies keeping in mind user intent, relevant keywords, and how Google operates.
According to a SEMrush & CMI Joint Study published in 2018, finding the right balance between creativity and search engine optimization is the most challenging task for writers. Here, we help you simplify it by giving you a low-down on the basics of SEO copywriting.
SEO copywriting essentials
Title: Include a primary keyword or its close variation in your heading. People want to click on links that reflect the language they use when searching.
Title tags and meta description: Use primary keywords in title tags and meta descriptions. Meta descriptions do not determine page ranking, but they encourage users to click. Including keywords in the meta description reinforces your content’s relevance.
Introduction: You need to hook the readers right from the start. No matter how engaging your content, if your introduction is not interesting, you will not be able to retain visitors to your website. To make your introduction SEO friendly, ensure you write the primary keyword or a close variation within the first few hundred words.
Content: Search engines prefer unique and frequently updated content. They rank long-form substantial content over brief articles. You need to write pointed content specific to your target audience. It’s the best way to get the most return on investment out of your content.
Page links: Search engines like it when you connect with other web pages. Linking other pages is a crucial part of SEO. You must link relevant pages of other websites or of your own site to substantiate your content. Also, use CTA (call to action) and anchor tags such as read more or click here when linking pages.
Five tips to improve SEO copywriting
Google loves to tweak its algorithms. Although users love it, it makes SEO teams and copywriters anxious. Follow these strategies to keep up with the ever-changing rules of the game.
Relate keyword intent with your content: There are three types of keyword intent—informational, navigational, and commercial. Google rewards marketers who match the keyword intent to their content.
Avoid stuffing keywords: Don’t overuse your main keyword to improve organic results. It looks forced, makes for a bad read, and doesn’t impress Google either.
Speak your audience’s language: Use free tools like WordStream and Google SERP to find your prospective audience’s language and try to write like them to establish an instant connection.
Take the featured snippet seriously: 36.8% of users consider the information in the knowledge panel sufficient to answer their questions. Therefore, craft your featured snippet carefully.
Make your content voice-search friendly: As of 2018, 27% of the online global population used voice search on smartphones. Also, 65% of people between the ages of 25-29 speak to their devices at least once a day. Hence, it will do your content a lot of good if you optimize it for voice search.
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