SEO copywriting aims to help you produce content that meets two basic requirements for online success: good search engine rankings and the ability to persuade users to take your desired action. Here's how it works and what elements it consists of.
When it comes to stimulating interest and boosting sales there is one thing above all that matters: make connections With potential customers.
Do you agree?
Only sometimes it can be difficult, because it is one thing to want to create them and another to understand as Doing so.
However, there is the copywriting that can help you out, that is, that technique of using words to touch the most emotional part of consumers and entice them to take action after reading them.
Writing something that will resonate with your audience is not immediate, but there are some basic principles to follow to make sure you can effectively persuade him.
On its own, however, good copy is not enough: one of the biggest challenges that the content creator have to deal with nowadays, in fact, is to write content that is not only engaging but also optimized for search engines.
SEO may perhaps seem complicated to you, but it is simpler than you think, especially when you understand that it should always be used with your users in mind (and not to please Google): quality should always be your goal.
Your content should, in particular, 1) solve a particular problem and 2) appeal to the end user.
This means making sure that they rank well on Google and are compelling to people.
How?
The smartest way to do this so that you have a better chance of attracting customers, converting leads and increasing sales is precisely with SEO copywriting.
And yes, even though of web marketing tools extremely effective there are others (e.g. theemail marketing) and SEO has somewhat lost credibility (I say this myself in a famous bestseller of mine), it is an aspect of your digital strategy that you cannot ignore.
Therefore, continue reading to understand what SEO copywriting is and how exactly it works.
What is SEO and what is copywriting?
I have already discussed both of these extensively in my other articles, but it seems fair to bring back a brief definition here as well before delving into SEO copywriting in the strict sense.
As for the SEO, we all know what happens when you type a search query into Google and press "submit": you get a list of results relevant to the word or words you enter.
These results pages are displayed as a result of search engine optimization (SEO).
Simply put, SEO is a method of helping your content rank higher than content on other sites targeting the same search terms.
Google, in fact, displays Web pages in search results based on the 'authority and the relevance of them in improving the user experience. How do you measure them?
The relevance of your page depends on several factors, including where and how often you use certain words in your content; authority varies based on the number of links pointing to that page and the degree of trustworthiness of those links.
The copywriting, on the other hand, is the art and science of creating content that prompts the reader to take a certain action, whether it is signing up for your newsletter, sharing one of your posts or buying your product.
The original term referred to writing content for advertising and sales, but today it is more about text designed to attract, engage and convert leads.
It is based on understanding and choosing the right people to get their attention first and turn them into paying customers later.
What is the SEO copywriting?
Okay, so if you can create content that is interesting, useful and persuasive while being well optimized for search engines...
That's what SEO copywriting is all about: a process of creating high-quality content that is useful to users and follows SEO best practices.
SEO copywriting is the art of using keywords and persuasive writing to increase your website's traffic and conversion rates. It is what you need to capture your audience's attention and guide them to respond to a specific call to action.
There are several ways in which you can use SEO copywriting to benefit your business. Here are some examples:
- Landing page Of a product or service;
- Post on the blog discussing a problem and how your product/service can solve it;
- Video showing your product or service (with optimized meta description, script and transcript);
- Product descriptions detailing their benefits and features.
It is essential if you want to build a thriving online business and survive in an ever-changing digital world (all seasoned, of course, with perseverance and determination).
In fact, SEO copywriting helps you target your customers and solve their specific problems with well-crafted content.
What are the benefits of SEO copywriting?
SEO copywriting makes you write content that Google can "like" and, at the same time, that people want to read and share.
So, if you write content JUST for Google, it may seem a little too alien and fictitious -- that is, having excellent SEO skills may drive traffic, but you won't be able to keep users on your site, let alone convert them.
But if you write content ONLY for readers, your page probably won't contain important keywords that will allow you to be found -- meaning that if your copywriting is perfect, but your SEO is nonexistent, you won't get traffic and, consequently, neither will conversions and sales.
Being good at one and not at the other therefore is not enough: you have to be able to strike a balance between the two.
SEO copywriting is critical because virtually all of us do online research and online shopping today.
With effective SEO copywriting, you can:
- Increase your website traffic (with high volume search terms);
- Eliminate irrelevant visitors and increase qualified traffic (with intent-focused content);
- Convert more visitors (with persuasive texts And calls to action or CTA);
- Improve your Google ranking (with improved metrics such as more time spent on page and low bounce rates);
- Build your credibility and authority in your industry or niche (and gain the trust of potential customers).
SEO copywriting: 6 factors that matter
Applying SEO and copywriting best practices will allow you to rank high on Google, as well as increase your conversion rate.
Here are the 6 elements of SEO copywriting you need to pay attention to:
#1 Site speed
Site speed has always been an important ranking factor, because it determines the quality of the user experience: if your loading time is more than a couple of seconds, most users will tend to abandon it almost immediately, because their attention threshold is short.
You should therefore take action to improve it: this is because if your content is useful and interesting, but it takes a long time for your page to load completely, you will lose visitors and potential customers.
#2 Title
Okay, now you need to focus on the things that your lead will see first, like the title.
Your content can be valuable, but if your headline is mediocre, your click-through rate will be low; instead, it should grab people's attention and stimulate them to read further.
Generally, titles that convey a specific message or idea work best, as do those that contain a number (if it obviously makes sense for there to be one) and that do not exceed a certain number of characters.
To help you choose an effective title, plugins such as YoastSEO o RankMath on WordPress provide you with all the guidance you need.
#3 Contents
The content itself is a vital element of SEO copywriting.
The main reason people search on Google and other search engines is that they are looking for useful answers to their questions.
Before you write your content, it is essential to understand your readers-it means narrowing down your niche, focusing on a particular problem that they are struggling with, and trying to offer them a solution.
Make sure that your text consists of every part that facilitates comprehension (from introduction to conclusion), that it is divided into subheadings and paragraphs (avoid walls of text), and that it contains the right amount of keywords and quality links.
#4 Meta description
The meta description helps both search engines and users understand what topic you are talking about.
Google, in particular, uses the meta description on your page as the snippet When people search for keywords relevant to it.
Therefore, make sure it is clear and concise, summarizing the gist of your text, contains the keyword reference, and is not overly long.
#5 Keyword
The frequency and density of the keyword indicate how often it appears on your web page and in what percentage relative to the length of the text.
While perhaps less effective than they once were, keywords still affect organic rankings to some degree-which means you should take them into account, without overdoing it.
Only thing, avoid the so-called keyword stuffing, that is, the excessive insertion of keywords into the text.
#6 Link
Links are the basic building blocks of your web page. One of the things Google knows to be true is that "there is always more information out there."
There are no set rules about this, just good practices to follow, such as placing links to relevant pages within your site or to more in-depth guides and content on others'.
Linking to other quality sites and pages is an indication that you are connected and sociable and that you value what others create. Google will reward you for being in tune with its mission: to organize the world's information and make it universally accessible.
Conclusion
So we agree: your goal must be not only to drive traffic to your website, but also to convert that traffic into leads, first, and actual customers, later.
And to do that, you need an SEO copywriting strategy that revolves around creating high-quality content.
Always remember that what you write is aimed primarily at people, and then at everything else: focus first on understanding your target audience and then on implementing various SEO techniques.
What about you, do you use SEO copywriting?
Let me know in the comments!