SEO copywriting

SEO Copywriting: A Guide

Formulating high-quality, engaging SEO copywriting doesn’t have to be a difficult task. Take the time to identify what users are searching for and the types of questions and keywords they are looking for and curate content which is tailored to these results. Understand what your readers are hoping to get out of your content and guide them towards your articles above competitors’ with a clear and concise meta and headings. Include lots of quality links and images, and make sure to focus on creating content that is of high quality and is clearly presented and easy to understand.

Find the right keywords

Before you start writing, a good copywriter will identify keywords. Considering consumer search intent and finding the right keywords to target users is a great way to start.

Identify User Intent

People use search engines to ask questions and find answers as easily as possible. Google has been developing its Search Engine Results Page (SERP) features so that users no longer even need to click on a page to find answers. Identify popular topics and develop content that is of more value to users than your competitor’s pages. Of course, be sure to keep the information and topics relevant to your business. Understand why users input particular words or phrases and try to target those.

Gather original data

In order to establish your page as a leader in your field, it is important to include original data and case studies in your SEO copywriting. This can not only help encourage other pages to backlink to your content but will also encourage sharing of your content to a wider audience, for example on social media.

Optimise headers and metas

When users are looking at SERPs, the first thing they will see from each page is a meta title and description. Once they have clicked through to a page, the header is the first thing they will see. Because of this, it is so important to make sure your metas and headers are clear and concise, giving readers the ability to skim read and understand if they want to spend more time on a page.

A clear meta and header will increase page views and organic click-through rates, as well as provide users with a clear idea of what your page is about.

Create organised, easy-to-read content

People are using search engines to find a specific answer to a question. They want to find clear and easy-to-understand answers without having to search through lots of complicated web pages and paragraphs.

Accommodate this by generating user-friendly content to increase your conversions as well as the volume of likes and shares you are generating. User-friendly content has the following elements:

  • Skim-able headlines
  • Good structure
  • Clear paragraphing
  • Bullet points and numbered lists
  • Short, easy-to-understand sentences
  • Simple vocabulary
  • Clear headings and subheadings

Include visuals

Including visuals through your copy such as images, charts or video content to increase the time each user is spending on a page and encourage them to share your graphics across social media. If you optimise your images, they can also be used in SERPs which will increase user click-through rates.

In order to increase the accessibility of your webpage, include alt tags on all images, which are short descriptions of every image used on a page. Alt tags are great for improving the accessibility of your webpage as they can be helpful for blind people to navigate your site, and it has the added benefit of being positive for search engine rankings too.

Include CTAs

SEO copywriting is designed to move consumers along the customer journey. To help with this, it is important to always include a Call To Action (CTA) in your copy to give users a clear next step in their journey. This can be in the form of links, buttons or even just a simple sign-off sentence directing users somewhere new. An effective CTA will improve your copywriting immensely and can increase conversion rates and the Return On Investment (ROI) of your content.

Keep linking structure in mind

You may think it counterproductive to include links to other pages on a page where you are trying to convert users, however linking is an essential part of the SEO copywriting process. Including links to other pages helps boost your search engine engagement rates as well as increase your reliability. Users are more likely to trust your site if you are linking to high-quality, trustworthy sites throughout your copy. Linking serves as a vote of confidence in a site, and can encourage more pages to backlink to your pages too, increasing your audience too!

Including links gives readers a clear next step, and can help to push users in the direction of your content to engage more effectively.

Creating quality SEO copywriting for your page is a great way to boost engagement and conversion rates, as well as increase audiences. Use these steps to create reliable and trustworthy copy that will inspire viewers and direct them to your products and services for great conversion rates.

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