What is SEO Copywriting?
Copywriting in SEO is the art and science of striking a fine balance between content that persuades and content Google can find.
You'll notice you don't rarely see spammy titles and descriptions in Google results anymore. For example, you're way less likely to get a title that says 'Removal Service Boston Removal Service Florida Removal Service' than you are a genuinely compelling and readable title like 'Find the cheapest Boston removal services'.
You'll notice you don't rarely see spammy titles and descriptions in Google results anymore. For example, you're way less likely to get a title that says 'Removal Service Boston Removal Service Florida Removal Service' than you are a genuinely compelling and readable title like 'Find the cheapest Boston removal services'.
On one side, there's on-page SEO - the part of SEO that's relevant here: the practice of understanding which signals the Google algorithm uses, and helping it rank your content for the right keywords:
SEO copywriting refers to the art of writing copy that ranks well in search. It is relatively easy to do (if you have some experience), and it’s an excellent way to gain valuable web traffic without spending thousands of dollars on paid advertising.
But it’s not all about rankings and traffic. Writing search engine optimized content is also about engaging readers, building authority, and selling products. After all, what is the point of getting prospects to pages that do not serve a purpose?
To help you please both your readers and the search engines, we’ve compiled a list of 35 of the best SEO copywriting tips for rocking content, all of which are based on actual experience. We have also included a number of resources for writers and marketers.
1. Know Your Audience
Knowing whom you are writing for is one of the best and most important copywriting tips anyone can give you. Your content can never really rank or sell if it doesn’t appeal to a particular audience/consumer. Do your homework. It will pay off.
2. Craft Magnetic Headlines
An irresistible, well-thought-out headline gets your article read (c-r-i-t-i-c-a-l) and sets the tone for your content. It’s also what makes an outstanding first impression. Throw some effective SEO into the mix, and BOOM… your content rocks, rolls, and ranks!
3. Number-Drop for Clicks
Really want people to read your articles? Use numbers in your headlines! Studies show that headlines with numbers (especially odd numbers) get more clicks. It’s psychological; our brains love lists. In addition, they promise something specific and suggest readability.
4. Try Headline Formulas
Save time and still get clicks. Some of the best, most compelling copy titles are just modifications of old SEO copywriting headline formulas, so don’t hesitate to take advantage. Here are 102 good ones that others have used with great success.
5. Use Subheads
A catchy headline reels readers in, but how do you get them to continue reading? Use subheads. Subheadings (header tags – h2, h3, etc.) make your articles ‘skimmable’ and guide readers through the text. They also describe your content to search engines.
6. Choose a Good Font
The right font (and font size) can make your copy easier to read and visually more interesting, increasing engagement. This is why copywriters and blog writers pay so much attention to copy cosmetics. Some fonts are also more ‘web-safe’ than others.
7. Check Your Case
Writing headings and subheadings in Title Case has become the norm, especially in blogging, but it may not suit every blog or purpose. Sentence case may be more suitable in some situations. Whichever case you choose, be sure to use it correctly and consistently.
8. Work in Bolds and Italics
Whether or not using bold and italics is a good SEO content strategy is anyone’s guess, but making certain words and phrases stand out can definitely enhance readability. The more digestible your text is, the more people will read your articles.
9. Write More Content
Does longer content rank better in search? It sure does. Look at these studies by serpiq, seomoz, and quicksprout. Longer posts (1,500 words +) also enable you to provide more value for readers, which helps you establish authority and expertise.
10. Shorten Paragraphs
While longer blog posts and articles generally outperform shorter ones, longer paragraphs do not. Chunky blocks of text just bore and intimidate readers – not what you want. For best results, it is best to keep paragraphs short (2-4 sentences).
11. Don’t Dock Long Tails
Ranking for terms with high search volumes can be tough, especially if your website is new. This is where long-tail keywords come to the rescue. By refining your keywords, you can minimize your competition drastically, as well as boost traffic and conversions.
12. Give Them Answers
Another way to take advantage of the long tail. When people have questions, they type them into Google. That is why Hummingbird came about. When you answer those questions insightfully and credibly as a content writer, your copy ranks, engages, and sells.
13. Power up Your Words
Great copywriters know the importance of using “power words” during content creation – they evoke emotion. Once you hit those emotional chords, you connect with and influence the reader. Additionally, power words tend to compliment keywords nicely.
14. Get Voice Active
Most content writers agree that using passive voice is one of several deadly copywriting sins; it makes your copy wordy and dilutes your message. Active voice, on the other hand, is direct, crisp, and energetic, which makes for persuasive writing.
15. Forget Keyword Density
Keyword density is a tireless SEO myth. While it is important to include strong keywords in your content and not “over-optimize,” there is nothing indicating that search engines favor a particular density. Who wants to read keyword-stuffed mumbo jumbo, anyway?
16. Speak LSI
Rather than focusing on keyword density, you may want to pay more attention to LSI. Using related keywords, synonyms, and grammatical variations not only improves your chances of ranking in the SERPs, but it also prevents redundancy in your copy.
17. Talk Your Reader’s Language
Do you talk like your readers? With blog writing, for example, it is best to adopt a conversational tone, using words and phrases that resonate with the target audience. As your readership grows, search engines will pick up on it, too.
18. Keep It Fresh
Updating your content regularly is important, for search engines and readers. Search engines favor posts that are more recent and relevant because that is what their users want. Your readers and prospects want the same thing – accurate, up-to-date info.
19. Cover Trending Topics
Since we are on the topic of freshness… Covering hot new topics and industry news is an excellent way to get to the top of the SERPs fast. Everybody wants to know the latest and greatest. You could even go the curated content route – but tread carefully.
20. Write Meta Descriptions
A lot of us ignore them because they take time to write. Nevertheless, good SEO copywriting is almost pointless without attention-grabbing Meta descriptions. They directly affect how much traffic a web page receives from a given search result.
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