People read your copywriting, not computers
Produce top-quality content
Create copy people want to link to
Create content readers will want to share
Improve your SEO title
Want to increase the amount of search traffic to your website? Create content that doesn’t just appeal to your target audience but also the search engines they’ll be finding it through, by using these top 5 SEO copywriting techniques.
Did you know SEO used to have a bad rep for degrading content search-ability. In fact, SEO was responsible for the abundance of robotic, low-quality 300-word articles that were prevalent online ten years ago. That discouraged authors and editors from utilising SEO, and possibly still does in certain places of the internet today.
However, SEO has come a long way since then and the relationship between SEO and content are mutually dependent. A single highly-ranked piece of content can increase website traffic for years to come. The lifespan of content shared on social media or via email newsletters is substantially shorter.
Additionally, without content, SEO is mostly useless. One of Google’s top three ranking criteria is high-quality content. It’s exceedingly challenging for a site to rank for anything other than its business name without content.
So, what is the best way to combine SEO with content so that you can capture your audience and keep search engine algorithms happy?
We have created a list of only the top 5 SEO copywriting techniques to ensure the search engine algorithms can’t help but rank your content.
Which should you do when developing fresh content? Write for search and then optimise for people, or write for people and then optimise for search?
According to statistics from Databox, more than 3/4 of SEO copywriting professionals say that writing for people is their top priority when producing content. Often, when people think of SEO, they think of very technical algorithms. Which is partly what SEO is. But ultimately SEO is just programmed to show people more of what it thinks they want to see. So the important thing to remember is – ultimately, you’re writing for people.
Only 21% of writers say they prioritise writing for algorithms and search engines. What does this tell us? The second your content starts to feel “spammy” means you’re failing at SEO.
Adjust to your target reader and THEN optimise.
Even the best SEO strategy won’t be able to salvage poor content. Nevertheless, amazing content will still rank even if it wasn’t created with the best SEO practices. People, traffic, and organic sharing is ultimately what helps your content rank well.
Set out to produce material that you sincerely feel will be the finest online resource for that topic area. Holding this kind of standard entails going above in terms of execution, writing style, and research.
You must create content for people looking for something to link to. This could be to support an argument in their own blog or research, and they need something to back-up/support the argument they are making.
This will also encourage more back linking. A backlink is a link from another website to your website/blog. A backlink is a reference comparable to a citation. The more backlinks, the more Google will see your content as authentic, not spammy, and something that people will want to see.
There are certain things you need to do to make Google happy. But there are always ways to keep your content style and copywriting original and interesting too.
Make sure to write content that people are eager to share. We don’t necessarily mean with each other (also this is great too) but also on their social media channels.
This is another great technique for producing SEO copy that ranks well. As well as backlinks, you want people to share your content, website and articles on their social media, YouTube and other platforms.
People are more likely to share your content if it offers something different to everyone elses. An example – if you’re writing a blog on the top 10 ways businesses can become more eco-friendly, don’t come up with generic points. Turn the lights off, go paperless, use dishwater to water the plants. These are all suggestions we all know well.
In this instance, come up with some different suggestions that will differ from those of your content competitors. For example, switch to a more efficient energy supplier (something that would make an enormous impact). Or measure and strategically plan how to reduce your carbon footprint (if you don’t know where you are right now, you won’t know how to effectively move forward). Or even become a B-Corp (a non-profit movement helping companies improve their impact on society & planet).
The most crucial element of your content is your SEO title. This is essentially the starting place. The thing that is seen in the most places. Without an engaging SEO title that stands out on SERPs, you’ll receive fewer clickthroughs, and no one will ever read the remainder of your amazing content.
Even worse, because clickthrough rates are a key ranking factor. The material with a subpar SEO title will struggle to appear on page 1 of search results.
We recommend using your browser’s private mode to search for the phrase your content is aimed at. The SEO title of your competitive material appears in every link you encounter. Then it’s a case of using your copy + SEO abilities or outsourcing, to outperform the rival titles you can find on the SERP.
To conclude, if you have something on your website, there is no question that it should be SEO optimised.
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