SEO copywriting is the ability to craft keyword-optimized content that appeals to both human readers and search engine algorithms.
Or, In layman’s terms:
It’s using keywords your target audience is likely to search for to catch the attention of google without sacrificing your copy’s ability to do what it does best; persuade your reader to take your desired action.
Here’s what content written only for SEO looks like, notice how robotic and repetitive it sounds:
And here’s what content written only with copywriting in mind looks like, notice the absence of keywords:
And finally, here’s how your content should read after combining the principles of both SEO and copywriting:
Standout or Sink In a Sea of White Noise
Let’s face it, the internet is flooded with content, and not all words are created equal.
And standing apart from the throng of white noise is what will get you noticed.
Just to put things into perspective, over 2 million blog posts are published every single day… and this stat is from 2015, so the real number is way higher by now.
So, what sets your writing apart?
What makes it not only sing but also visible to those who seek what you have to offer?
This is why it’s important to understand the principles of SEO copywriting.
It’s the subtle art of speaking to both human readers and digital crawlers, a combination that brings words to life in the digital world, making them not only persuasive but also creating a bridge that connects content with its intended audience.
And this is why SEO copywriting transcends mere keyword stuffing. It’s about harmonizing the language with the underlying algorithms that drive search engines.
This, my friend, is how you create copy that ranks, attracts, and converts.
The Fundamentals You Must Know
Allow me to break it down for you further…
A skilled SEO copywriter knows that SEO is not an afterthought or a sprinkling of keywords.
It’s a deliberate strategy that infuses every aspect of your writing.
And like any strategy, it has fundamental components that give it that cutting-edge to get the job done.
Here are the fundamental components you need to know:
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- Keyword Research: A skilled SEO copywriter uses tools and techniques to understand their audience’s needs, selecting keywords that resonate with their search habits. This is not a one-size-fits-all approach; it demands a deep understanding of the target market. Understanding your audience’s search habits, their jargon, and the keywords they use is extremely important. Free SEO tools like Google’s Keyword Planner can be priceless in this regard.
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- Strategic Placement: Think of keywords like spices in a dish. Placing them in the right amount and at the right places such as headings, meta descriptions, and throughout the content helps to create a flavor that’s appealing to search engines without sacrificing readability for human readers. Your chosen keywords should be woven naturally into headings, subheadings, meta descriptions, and the body of your text.
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- Quality Content: Above all, quality reigns supreme. Search engines favor content that’s new and offers value. The content must be well-researched, engaging, and informative. Offering fresh perspectives and well-structured information turns visitors into loyal readers and customers. Create informative, engaging, and well-structured content that will keep your readers hooked.
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- User Experience: The readability of your content plays an important role. No one wants to stare at a dense wall of text. As an SEO copywriter, you must craft content that is not only readable but enjoyable. This involves using images, bullets, and white spaces within your copy to create a user-friendly experience. Break up text with headers, lists, and images to guide the reader effortlessly through your message.
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- Links and Anchors: Links connect the virtual world. Including relevant internal and external links in your copy adds credibility and context. The right anchor text can guide your reader’s journey, enhancing the overall experience. The use of internal and external links also helps in establishing authority while choosing the right anchor text can make all the difference.
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- Meta Descriptions: These brief snippets are what your readers see on the search engine results page. Crafting them with care is like writing a mini-advertisement for your content, making them click-worthy with a sprinkle of your target keywords. Crafting compelling meta descriptions that include your target keywords can boost click-through rates from search results.
By mastering these building blocks of copywriting SEO, you can optimize your own content to where your ideal audience can easily find what you have to offer.
Use Copywriting to Boost Your SEO Rankings
SEO alone can make your content visible, but it’s the soul-stirring copy that turns readers into customers.
And here’s why that matters…
Google’s algorithms are designed in such a way that they take into consideration search engine ranking signals, like user dwell time on domains.
Meaning, the longer a user “dwells” on a particular webpage the greater the signal to Google that this webpage has high-quality content and therefore gets an SEO boost in Google’s search engine rankings.
Likewise, the opposite is also true…
Meaning, if the “bounce rate” on a particular webpage is high, ie users are clicking the “back” button within the first few seconds of landing on it, this is an indicator to Google that this webpage is offering crappy content and therefore this page gets penalized by being placed in the lower rankings.
And because your copy is so addicting and has your readers glued because of tons of value they’re getting, your content is going to rack up a ton of key search engine ranking signals, like:
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- More backlinks
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- Above average click-through rate
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- Low bounce rate
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- High Dwell Time
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- Lots of social shares
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- Comments/community
How SEO Copywriting Shapes Your Brand
With SEO copywriting, you’re not just writing; you’re sculpting your brand’s voice and carving a space for it in the digital world. You’re speaking directly to those who seek what you offer, guiding them through a forest of information straight to your doorstep.
And in doing so, you paint vivid pictures with words, telling your story in a way that resonates with both humans and search algorithms. You build bridges, forge connections, and create lasting impressions. That’s the true power of copywriting for SEO.
Develop Your Writing Skills
I’m sure it’s obvious by now, but writing is the soul of SEO copywriting.
To truly excel, you must hone your writing skills, understand grammar, style, and the subtle nuances that make words come alive and speak to the soul of your reader.
So polish your writing skills, understand your audience, and learn how to create compelling narratives that touch the inner workings of your reader’s soul.
Dive into SEO
As demonstrated earlier, SEO is the backbone of online visibility.
Understanding algorithms, search trends, and the ever-changing rules of the game is essential for crafting content that ranks.
Understand the mechanics of SEO, from keyword research to on-page optimization.
There are plenty of online resources, tutorials, and courses to guide you [here include a link to a blog post on your site called “What is SEO? – The Basics of SEO that Everyone Should Know”].
Practice and Experiment
The theory is the starting point, but the practice is where you learn the real art of SEO copywriting.
Apply what you learn, experiment with different styles, and learn from both successes and failures.
Create your portfolio with samples that showcase your ability to marry SEO with persuasive writing.
Add a New Skill to Your Tool Box
Whether you’re a freelancer or part of an agency, offering specialized SEO copywriting services creates a niche for yourself in the competitive world of online content.
It’s about finding your unique voice and using it to speak directly to those who need what you have to offer.
Embracing the Future
The field of SEO copywriting is dynamic, with new trends and technologies continually reshaping the landscape.
As an SEO copywriter, your journey is one of continuous growth, adapting to new tools, emerging platforms, and the shifting sands of search engine algorithms.
To remain relevant, you must embrace change, stay updated with the latest trends, and continuously sharpen your skills.
SEO copywriting services are not about static techniques but dynamic strategies that evolve with the online world.
The future of SEO copywriting is a canvas waiting to be painted, a song waiting to be sung. Embrace the dance, become the maestro, and let the world hear your symphony.
The digital landscape is vast, but with the right blend of art and science, your words can resonate across the virtual world, connecting, engaging, and converting like never before.