SEO copywriting involves optimizing web pages for the purpose of generating traffic. Besides challenges in other niches like technical writing, SEO copywriters face the unique challenge of achieving optimization and getting the attention of an audience.
Optimization is important, but SEO copywriting has moved on to a more customer-focused approach. It is not enough to write content and simply put in relevant keywords in the right amount. Now you have to catch the attention of the target audience; both existing clients and prospective clients. Once your clients visit your website, you have to convince them to stay with you.
How do you optimize your content and still reach your marketing peak with the target audience? It’s not rocket science. Whether you’re already familiar with copywriting or you are completely new to it, the following rules will guide you in the SEO copywriting process.
SEO copywriting has two bases on which it stands and it is important to touch on them before we continue.
What is Copywriting?
Copywriting is writing for the purpose of marketing. A copywriter has to write and arrange words in a way that sells a product, service or conveys a message better. The text written by a copywriter is called a copy. You see copies everywhere; in magazines, on flyers, catalogs, and every other type of readable marketing materials you may have come across.
What is SEO?
Search engine optimization, SEO, is a marketing strategy used to improve the search engine presence of a website. SEO does the work of a “traffic warden” dedicated to a specific website. It directs relevant traffic to the site. Why search engines? Almost everyone turns to Google, Yahoo, or another other search engines to find anything and everything.
Now to SEO copywriting
Before writing on any topic, read up on it and be aware. You don’t want to provide false facts that question your entire authenticity. Keep in mind that you will have smart and informed people reading your content. For instance, if you have to write on a site such as discount domains and how they provide affordable domains for individuals and companies; then talk to the experts or find credible materials on the subject. Find out what is new in the field, find frequently asked questions by users and understand how you can best present your solutions. You need to anticipate the users’ need so as to provide relevant solutions to them; good user-experience is vital.
Use a Captivating Headline
The headline for your content should be eye-catching and look like it has all the answers. Most people do searches with questions already in their minds so your headline needs to show them your site has the answers they’re looking for. Whenever you do a search on any of the search engines, you see more than one result. Sometimes people pick from the top, which is important, but other times they choose according to the headlines they see. They go for what grabs their attention with respect to their search.
Keywords should also be put in the headline if possible, because users would most likely use them to search as well.
Break up Your Content
Divide your content into sections using headings and subheadings to make it easier to read. Make your paragraphs short and connected, use bullet points as well. Content without breaks may appear too dense and boring. It also helps to have a subheading because some readers scan text to ensure you actually have their answers before settling down to read.
Be clear and concise with your content – remember you are trying to pass a particular message. Don’t leave room for alternative meanings, some of which could be interpreted as you not having the solutions, when you actually do. Make sure each line and paragraph serves a purpose and can be easily understood by users.
Don’t leave out Internal and External Links
External links add credibility to your site, especially if they are from trusted sites. Internal links promote your website as well. They also affect the crawling of your site which is a plus on the search engine side.
Express Enthusiasm in Your Writing
Do not forget you’re reaching out to other people like you. Excitement can be contagious; so sound excited. The fact that you’re not marketing face to face does not mean readers won’t be able to tell if you really like what you’re offering them. Use words that can incite excitement.
About Your Inserting Anchors
The last thing you want is for your anchor to stick out like a sore thumb in your copy. Make sure it sits comfortably with the rest of the copy and should make sense if the user goes to the landing page. Strategically place your landing page; don’t be in a hurry and place it too early or extend the wait and be too late in your placement.
Don’t Forget Keywords
In trying to reach your audience effectively, do not forget the importance of keywords. Search engines use keywords for ranking your website. Remember that users also use keywords in their searches. You can find a lot of these keywords on social media, online forums, and blogs. Try not to use too many keywords in one article; two to three will work just fine.
Use a Calls to Action
A call to action firmly directs your audience towards a particular action. Saying “this is my number” and saying “call me” are two different things. You’re most likely going to respond faster to the latter. That is how a call to action is supposed to work. Make sure there is a call to action in your content and that it is placed strategically.
SEO copywriting is all about merging website optimization and pleasing the target audience. The audience should reign supreme. Amazingly, you don’t have to bow down one for the other. Think about how you feel as a user when you visit websites and think of all the things you gave a thumbs up for and the things you gave a thumbs down for. This will be your inner guide towards user-beneficial SEO writing.