If the bulk of online experiences start with a search engine, and your online content isn’t optimized, where does that leave you?
Enter: SEO copywriting.
Search Engine Optimized Copywriting couples the best SEO techniques with content creation to produce copy that contains the right keywords for the target audience, increasing rankings and driving more qualified traffic from the search engines.
If you’re someone who didn’t put a lot of effort into your copy, didn’t think about what your target audience was Googling, and doesn’t have a content strategy, keep reading!
Here are some important components of SEO copywriting:
SEO content is well researched
The first step of any good copy creation process is research, but not just for copy. Research begins with understanding the target searcher or customer.
Start by truly understanding:
- Who is the intended audience?
- What does the audience care about?
- What is the audience afraid of or the problem they are facing?
- How do you solve that problem?
- What is the intended goal or call-to-action?
SEO content makes sense
SEO Copywriting focuses on the content that makes sense for your target audience.
Search engines not only match keywords when serving up results for searchers, but also intent.
So consider the intent behind a search: is the searcher (and therefore keyword) looking for information about a topic, products or services around the topic, data around the topic, anecdotes around the topic, and so on.
Copy can’t just be salesy or jammed with keywords; it needs to be interesting, unique, and thought provoking.
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SEO content is optimized
This one should go without saying – but we’re still going to say it.
Optimize your copy in all the right places with your keywords. Incorporate them enough times to optimize, but not stuff. (In other words, it should be readable.)
Don’t forget to incorporate keywords in these areas on each and every page:
- Title tag
- URL (if possible)
- Alt tags
SEO content is high quality
Similarly, good SEO copywriting is extremely high quality. Any given page of content gives enough value with the amount of words on a page – whether it’s 250 or 2,500.
High quality content is unique and well written. So spend the time creating something incredible.
High quality also means enjoyable. So tell stories, share your brand personality, and have fun with your content. High quality content engages visitors, so showcasing these features will only help.