In the digital age, it’s crucial for businesses to create content that not only engages the audience but also ranks high in search engines.
Search Engine Optimisation (SEO) helps content reach a wider audience using keywords and technical tactics, but it's equally important to write in a natural and organic way to resonate with the readers.
Understanding SEO copywriting
SEO involves optimising content for search engines using keywords and technical elements to rank higher in search results.
However, focusing solely on these aspects can result in robotic, keyword-stuffed content that is less likely to engage real human readers.
On the other hand, writing solely for the audience and neglecting SEO may lead to brilliant content that nobody sees because it doesn't rank well in search results.
The challenge lies in finding a way to balance these two seemingly conflicting objectives.
Fortunately, there are tactics that can be implemented to satisfy both objectives, and it all starts with thorough research.
The research stage will set you up for ranking success and it includes identifying the most searched-for keywords related to your business and analysing the the top-ranking pages.
This helps you understand what topics people are searching for and what type of content Google wants you to create.
The next step is drafting the copy based on the insights your research provided.
In this stage, it’s important to craft a compelling headline, write an intro that pulls in the readers, and produce informative and valuable content that resonates with the audience.
After drafting the copy, it’s crucial to edit it to ensure the messaging and on-page SEO are right and that the content is digestible and easy to consume.
SEO copywriting tips
Check search intent
Search intent is the reason why people conduct an online search. Google aims to rank pages that are most relevant to the search term someone is using. Therefore, it's important to ensure your content aligns with the search intent of your target audience. Different types of intents can be searching for information, looking to purchase, seeking a specific website or doing research. For example, if you own a fitness equipment business, you may consider writing a blog post titled "How to choose the right treadmill for your home gym" to address the informational intent of users researching home fitness equipment.
Create a data-driven outline
This step entails analysing the top-ranking pages for your topic and looking for similarities. For example, you can take note of the common tips and include your own take on these tips. You can also look for common sub-topics, keywords and jargon and use them in your copy. It’s important to remember though that SEO copywriting is not about copying information from top-ranking pages, you’re just gathering insights about how to tailor your content to please search engines.
Write a compelling headline and intro
You need to give your content a click-worthy headline to convince people to click on your result among heaps of other options. Your content’s first impression is the headline and readers often decide whether to click on your result based on the headline alone. You should try to incorporate your primary keyword into the headline while making it catchy and interesting. Remember not to clickbait because if your content can’t deliver what you promised in the headline, it can have negative results.
Make the content easy to digest
Make sure that your content is easy for readers to consume by improving its readability and digestibility. To achieve that, write in short sentences and paragraphs, use simple language and avoid industry-specific jargon. It’s also a good idea to break up the text with headings, subheadings, bullet points or numbered lists. If possible, add some multimedia to illustrate your content - this could be images, graphics or videos.
Direct readers to a destination
Never leave the readers at a dead end at the conclusion of your content. This is the perfect opportunity for you to direct the visitors to a destination, whether that’s a product or service page, blog post or link for more information. Not only does it increase traffic, Google loves links, whether they are coming from other sites or your own.
Analyse and adapt
Finally, regularly analyse the performance of your content using SEO tools and analytics platforms. Track metrics like organic traffic, conversion rates, visibility in organic search, and time on page. Utilise this information to improve your SEO tactics and modify your content to better meet the needs and preferences of your audience.