Have you ever thought how Google indexes your website? The spiders crawl through your content and index it according to the keywords. When you are writing a post, keep search engine optimization in mind. Gradually, search engine optimization and user optimization are converging.
Search engines now have the power to “understand” your website content. Although the same keyword, say “content optimization,” may be used in multiple posts. Google crawlers can now understand the difference in the context of the keywords. Even if you use copywriting SEO, the crawlers will recognize it as a valid keyword variation. Therefore, designing content with SEO in mind is quite easy right now. You can only think about your human readers and SEO will take care of itself!
Can you design copy keeping SEO insight?
Copywriting for Search Engine Optimisation is a modern practice. In layman’s terms, it just means creating content for your web page, blog post and product descriptions that is easy for Google crawlers. You must write content that is user-friendly as well. No want wants to know your language skills. You need to write small, interesting snippets of useful information for your readers, buyers and search engines.
There are three primary goals –
- Your content should be simple, straightforward and written for a target audience.
- Your content should have a distinct structure. Keeping a hierarchy helps search engines crawl and index your content.
- Your content should ultimately boost your position in the SRL, and it should increase your CTR.
You need to understand what your search engine wants. When we say search engine, we mean Google of course. Unless most of your traffic comes from other search engines like Yahoo and Bing.
The first result on Google garners about 33% of the total first-page traffic. The presence of Google Featured Answer Box also attracts substantial traffic. If you are struggling to keep your rank on the first SERP, then SEO copywriting should be your primary concern.
How to ace the SEO copywriting game?
SEO copywriting can be your key to fame, success, and fortune. Just like every working plan, it has a few cornerstones that you need to heed while chalking your content optimization plan.
- Engaging content: we have said a lot and yet not enough about writing engaging content. There is no one format for writing good content. The subject, pattern, and format of content keep changing depending upon the type of website and the kind of content. A product description needs to be informative with the correct infusion of keywords. A blog should be more descriptive with first person narration. Good quality content will bring you more views and link juice.
- Keyword research: starting from Google Keyword Planner to SEMRush, there are hundreds of verified tools (both paid and unpaid), you can use to generate a list of high volume keywords. Choose keywords relevant to your services, products, and company. For example – a travel company might want “discount on travel tickets summer deals 2017” for their new promotional blog. Long-tailed keywords perform better, and that is no secret. The right balance between the number of words and the keyword volume is something you need to figure out for yourself. Each company has a different requirement, and the keyword list varies accordingly.
- Proper structure: Once you have content, you need to put it in good structure. Include interesting images (with alternate texts and keywords), related videos and multiple subheads. Your title tag or headline should contain the primary focus keyword. Good copywriting takes into account all the features of great copy and good SEO. Include the right type of outbound links, internal links and create an information hierarchy to attract the target audience. Have you tried the new tool that can convert any blog post to video? This is something new, and it is brilliant for those who are still taking baby steps into the world of video blogging.
- Pay attention to metadata: many content developers tend to ignore metadata. This is a fatal mistake for content SEO. Your blog metadata should include your focus keyword. It should be long enough to invoke curiosity but short enough to keep things interesting. The correct metadata will gather more CTR and organic reach. This is a great way to help your website grow.
SEO copywriting is important and a must for keeping your website on the first page of Google search results. If you think it is daunting, you can take help from an SEO professional who can go the research and analysis for you. Your content team can easily use the result from the analysis to concoct engaging content for your website viewers.
Author Bio: Matt Hamm is one of the leading SEOs of the new e-commerce era in the US. He is studying the changing face of customer needs and the effects of Search Engine Optimisation on online sales and traffic.