SEO Copywriting is something that has a great impact in attracting or appealing to people to become a customer or become leads.
One of the biggest challenges that bloggers and content marketers face is making optimized content for search engines and also appeal people.
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| SEO Copywriting |
If you want to build your blog and increase your readers you have to get smarter about your content by building a content strategy.
From building a good blog to a successful online business you need two things:
1) Solve the existing Problems
2) Appeal to end-users(clients, prospects, users, readers)
In every seo strategy, it's a big challenge to make content optimized for search engines as well as for online users.
To solve a prospect's problem, many questions arise that need to be answered to make you successful.
How to create content that meets goals? How to create optimized content for both search engines and users?
That's what copywriting is all about. Now, I will answer these questions and you can do this easily by following these steps.
What is SEO?
SEO is a Search Engine Optimization that helps to rank on the search engine for many target keywords and appear in search queries.
Or simply you search anything on the web, the results which show on the top page are due to SEO.
Those results that appear on pages are the result of seo.
It's important to follow seo from a basic if you are a beginner or it is better to start by following guides for a step-by-step approach.
- SEO Beginners Guide
- On-Page SEO
- Off-Page SEO
According to Revolution, Google displays web pages in their search results based on the authority and relevance of the page to enhance the user experience.
How does Google measure relevance and authority?
- Google measures the relevance of your web pages by analyzing their content. It is based on many factors, including where and how often you use certain keywords in your piece of content.
- Google measures the authority of your page by the backlinks pointing to you.
Backlinks show the search engine that your content weighs up and is relevant enough to show their audience and share it with other audiences. Links work as votes on the internet, but authority links have more value than an ordinary links.
What is Copywriting?
Copywriting is an art and science of content creation that encourage or prompts users to buy a product, subscribe to newsletters, and become a regular reader.
In short, it helps us to sell a product or generate leads.
A person who drives users to take action is a "Copywriter". It is skilled professional work who writes copy for promotion, advertisement, and customer engagement.
This profession requires you to know who your audience is, what their pain points and which words can encourage them.
If you want to build a successful online business and survive the ever-changing seo world, you need to adopt new changes regularly and be consistent. Your job is to create useful optimized content that is appealing, persuasive, and well-optimized for search engines.
What is SEO Copywriting?
SEO Copywriting is keyword-optimized written content for search engines that Google can understand.
SEO Copywriting is creating useful, compelling, and valuable content that targets specific keywords so that people can share it with their audience on blogs, and social media.
This increases the authority and relevance of your content and improves ranking in SERP for specific keywords. It results in high sharing of your content which google see as relevant and high-quality content and ultimately you will achieve greater seo results.
SEO copywriting helps you target your customers and solve their specific problems with well-crafted content.
9 Elements Of SEO Copywriting
Implementing best seo practices consistently on your content will ultimately push your content to Google's Top 10 ranking.
However, some elements will help you rank highly and increase your conversion rate.
Here are the 9 seo copywriting elements:
1) Site Speed
A study reveals certain stats:
- 47% of end-users expect a web page to load in two seconds or less
- 40% of people will abandon a web page if it takes more than 3 seconds to fully load.
Site Speed nowadays has a huge impact on your bounce rate, ranking on SERP, and User Experience.
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| Pingdom Site Speed Test |
If your load time is more than 3 sec which is the standard load time for the site, then you must take action to increase your site speed.
Site Speed is one of the main factors for conversion to your site.
If you want to improve your site speed, follow this guide: MOZ site speed guide
2) Headline
A headline is the second most important factor after the title which attracts users to stay continue their reading. Your content may be valuable but if your headlines are tolerable or mediocre, your click-through rate will be below.
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| Headline Studio By CoSchedule |
For more success, 56% of bloggers spend 6 hours per blog. Many tasks were performed in those 6 hours including content creation, research, content optimization, and tracking analysis. For you to succeed, you must know how to Craft SEO optimized headlines to appeal to readers to continue their reading.
In seo copywriting, your headlines should attract people's attention which prompts them to click on them.
For becoming a better writer you must focus on things that bring you leads. Such as headlines.
If you rank on Google's top 10 it doesn't matter whether you rank #1 or #4, you will still attract organic visitors.
According to Conversion XL, headlines with numbers or figures are always winners. If it makes sense include them to attract more visitors to your site.
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| Credit: Conversion XL |
Headlines that have numbers are generally more shared on Facebook and Twitter.
If you want to optimize your headline Use CoSchedule
There are several resources for writing click-worthy and shareable content headlines.
SEO and User-friendly SEO headlines:
- SEO Copywriting Guide: 10 Tips to Improve Your Content
- Top 10 SEO Tools to Drive Traffic, Clicks, and Analyze 2022
- Short Form VS Long-Form Content: Which One Is Best For SEO
Clickable and optimized small business headlines:
- How To Start a Small Business That Customers Will Love
- Small Business Funding: How To Raise $10,000 In 30 Days
Note: If you want your whole title to be visible in search engine results, keep it under 72 characters. It depends on pixels, not on word counts. That will also increase your click-through rate because if the full title of the post appears on the search engine define the purpose clearly.
3) Content
Content is information users search in Google. Content is a vital element in SEO copywriting. It's the major reason why people conduct searches in a search engine to find useful content.
There are many bloggers and companies outside that grew organically fast within 6(six) months. By writing 2-3 blogs per week.
You can do it by using a 6(months) seo strategy to boost your organic ranking.
If you write well-optimized content for search engines and users, you have to target keyword phrases. Avoid keyword stuffing or over-optimization.
An ideal way for content optimization is to put keywords in headlines.
But for ranking your content in SERP you must write a blogpost around 1000 words. I know it's short-form content and have fewer advantages than long-form content but has many benefits over it.
Remember, it's not about count length because several long-form contents still struggle to rank and retain their position in Google.
Before starting writing, it's essential to understand the pain point of your audience and try to solve their problem, understand your audience, and keep everything under the niche on point.
Dare to solve that problem with your content – that’s another goal of combining SEO and copywriting.
Every piece of content you write needs a compelling introduction. A compelling introduction is the first part that inssist users to continue reading your content. Your introduction must include one of your target keyword phrases or especially a long-tail keyword.
However, it's crucial to understand modern SEO copywriting and understand stands on keyword targeting and placements, and write content that addresses keyword intent.
4) Meta Description
A meta description is a small part that appears in SERP below the title of your page or post.
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| Meta Description |
The meta description shows the search engine what the topic is and why your targeted keywords and phrases keep appearing in the content.
It's like guiding search engines on what your whole content is about. Know that if you miss writing meta description or have done it irrelevant then the search engine may use other metadata from the content and display it. This is where seo firms earn their money because they know what to do.
Yoast: Google shows the wrong meta description
Google uses your meta description on your web page when people search for keywords that are relevant to your page.
The snippet of data will determine whether you get clicks or not no matter how much your rank on google.
For SEO reasons it should be around 150-160 characters. I suggest you use at most 150 characters.
How to write catchy meta descriptions to get people's attention, as well as rank on google
Step #1: Understand keyword intent. It's the main purpose behind keywords whether short or long-tail keywords.
For Example, let's say you are a digital marketing expert and want to attract clients to your business. Then your primary keyword might be "Digital Marketing Expert Advice."
When prospects type the keyword in google, what do you think they are looking for?
What they want is clear- digital marketing expert advice on how to make leads or sales, increase conversion or get more insights. Your meta description has to be relevant and appeal to them.
Step #2: After writing a blog post or article next thing you need to do is write a meta description. Keep these points before writing meta descriptions.
5) Keyword Frequency
Keyword Frequency means how many times your target keyword appears on web pages.
For example, if your target keyword is "best seo tools," how many times does this keyword appear in your 800, 1000, or 2000+ words article? In contrast, keyword density is affected by the ratio of “best seo tools,” to other words on the same page.
Now, keyword frequency and density are no longer as effective as they used to be but are still an important part of seo.
Try not to make On-Page mistakes like keyword stuffing, excessive keyword insertion, and header tag stuffing.
However, it still has an impact on organic ranking to some extent.
According to Brain Clark
The only way to tell if your repetition of keywords is super or spammy is to measure that frequency against the overall length of the content. A keyword density greater than 5.5% could make you guilty of keyword stuffing and your page could be penalized by Google. You don’t need to mindlessly repeat keywords to optimize. If you do, you’re likely to achieve the opposite result.
6) Page Links
Links are one of the main building blocks of web pages. Page links tell google that you are connected and sociable and that you have useful content that people can access.
If your page is getting links from a relevant, authority site it will give you a boost to the page. Getting links from authorities means your content has some value which is enough valuable that others are sharing it with their audience.
And when you link out to other authority sites it shows you value others' content.
Their copywriters try to find appropriate keywords, and research data and use them both to craft irresistible content.
It is known that only linking out will not work for you unless you have done good internal linking. However, if you want to achieve tremendous results in the search engine, you should:
- Link to relevant pages within and outside of your site
- Link with appropriate anchor text, which flows naturally with the content. Do not use generic anchor text like "Click Me" and many more.
- Link to guides, tutorials, listicles, and stories.
These rules are not set by search engines. If you can understand your target audience and create useful valuable content that will solve the reader's problem then you don't need to worry about other factors like keyword density, page links, linking structure, and social signals because all of them will happen naturally.;
Remember your goal as a seo copywriter includes thousands of followers, social shares, comments, leads, clients, and sales for useful content.
Copywriting Optimization Points: You can't predict search engine algorithms as they always keep changing and will no matter how knowledgeable you are.
However, you can take several steps to increase the likelihood of your web page showing up on google for relevant search queries.
Factors for seo copywriting optimization:
- Title tags
- Headline tags
These two factors are important for better CTRs and conversion. If these factors are not optimized in the first place you will never rank in google and if it happens no one will click on it.
7) Create Organized Content
Half of the US population reads below an 8th-grade reading level. However, it doesn't mean they can't read. It shows people love to read simple language and are not willing to read at a professional level of complex words.
People use search engines to find answers to a specific questions or advice. This means they want a quick answer without filtering complex paragraphs.
If your content is user-friendly then only you will get likes, shares, and comments.
In the first place, you should know your target audience and their attributes. While professionals in many industries looking for more in-depth content but it should be readable at that level.
Let's dive more to make your content more readable.
A) Good Structure
Good Structure is essential for a good user experience and guides users and search engines smoothly on your content. Your article and blog post headlines should be in a proper manner.
According to Semrush's research 36% of articles with H2, and H3 tags have better performance in traffic, shares, and backlinks.
B) Skim-able or Optimize Your Headlines
Readers typically skim articles before reading them through. According to the study by Nielson Norman Group, only 16% of people read full copy word-by-word.
Headlines are the main element after readers click on your post or web page looking at the title. It decides whether they will stay and read your article or abandon your site.
Headline clarifies or informs your readers what they will learn by reading individual paragraphs or word-to-word.
Think about user intent, and give answers in your headlines which gives users a good reason to stay continue reading. Elaborate in the following paragraphs.
C) Short Sentences
With short sentences, the reader's job is more simple and easier and it makes your message more digestible. Short sentences make readers continue reading while large sentences make everyone bored not to read further.
D) Clear and Informative Paragraphs
Similar to headlines readers also skim through paragraphs to find the information that they need quickly. Vast walls of text are challenging to scan and make readers feel bored.
Make sure your paragraphs are short and start with the main idea and have a smooth flow of info for which they are going through your content.
If you read my blogs regularly, you know I use bullet points or numbered lists to make them clear and concise to consume. It's because you know people love to go with points-to-points, not everyone reads word-by-words, as we talk about it in the above part.
Break up long sections with bullets or numbered lists and graphics that easily inform users.
In the above, I use some SS or visuals to make it simple to consume and easy to understand what I have talked about so you could follow the step easily.
E) Use Sub-Topics in Your Copy
The use of H2s, H3s, and H4s makes your copy easy to digest while using sub-topics is helpful to include follow-up questions you can answer as well.
Using headline tags to include related topics is good and important to structure your content in logical order.
Have you seen all headlines in an article or blog post have H2 tags or H1 tags? No
Why because the usage of different headlines indicates the importance of content. H1 is used once in content at the topmost part, while H2 is used for important headlines in a different part of a document.
I use H3 headlines from site speed to organized content and now use H4 tags "use sub-topics in your copy."
F) Simple Vocabulary/ Language
Try not to use complex words in your content. You can educate your audience on industry and brand terms, but it is also important to make a straightforward explanation.
If you want to check your readability score, use the Writing Assistance Tool- Grammarly or you can use the SEO Writing Assistant tool.
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| Grammarly Readability Score And Other Features |
Semrush Seo writing assistant tool automatically analyzes your target keyword and will suggest the optimal readability level of your content based on top competitors.
Both Semrush and Grammarly are good writing assistant tools, and it's up to you which you are going to use.
8) Include Visuals
Visual Content includes- Graphs, Images, Videos, Charts, and Infographics.
The use of visual content makes your content easier to understand, faster to consume, and makes your content interesting.
The use of visual content increases your reader's time on the page and triggers them to share the graphics on social media.
The use of visual elements can increase your content reach, and the media when appropriately optimized. You can easily create them using Canva.
After using images, and other visuals don't forget to add an alt tag(description for images used in the content) which is helpful for screen reader users.
Alt tags are also used for accessibility purposes. Alt tags are useful for those who use screen readers to find out about the images.
9) Include CTAs
Our primary goal of using copywriting is to drive users through the customer's journey and generate sales or leads.
This is the place to use Call-To-Action where it comes in handy.
Remember the term "search intent"? A user your target audience land on your page for a reason and if you don't guide them step-by-step to drive sales or towards your goals what you have decided will abandon your page in the middle of the process.
If they are looking for informational content, you might want them to move to the product page.
You can use CTA as a simple button, images, and links.
The best part is that if you do not add call-to-action in your content, your audience or client will most probably end up in the wrong direction.
You must approach them in steps to make them reach your goals.
From copywriting stance, this can increase their copy conversion rate and ROI.
From a seo stance/ perspective this might increase their page views, decrease bounce rate, and make positive engagement signals to Google.
Pro Tips: Include CTAs throughout your copy as readers might not see your full copy. But keep in mind to include them sparingly/ poorly so your page does not look spammy.
Don't include so many CTAs otherwise, it will count as a spammy page.
Writing Useful Content For People
Writing useful content for your audience is important for your own business. Words are much more powerful than old days, words drive engagement.
If you can make a piece of words together to produce valuable content, your target audience will love it, and they will stick around.
The number of fresh blogs is growing every day. Remember duplicate content, low-quality content, and keyword stuffing will not gonna help your business or isn't a good seo strategy and can't emphasize enough.
The number of blog posts published every day worldwide varies from 4.4 millions-7 million.
Keyword Research
Keyword Research which we need to do every time before creating content for a blog post, articles, and so on.
The most important aspects of any keywords used by users are intent. For what intent they are searching particular keyword, which you need to know before putting efforts to rank on that keyword.
You have to know how to do keyword research for blog post, and what each keyword stands for. In other words, understand whether search users want to buy a product or not.
For example, on-page seo and off-page seo for comparison(intent).
on-page seo goes to high cost and competition.
Keywords can be based on many different intents.
Questions, Comparison, Informative, and preposition type.
Storytelling
Storytelling is an art, creativity, and a process of using facts and narratives to communicate something to your audience.
Storytelling requires creativity, vision, skill, and practice. It's not like something you can grasp at one site or after one course.
Developing such skills requires a lot of work and regular practice and it's a trial and error of mastery.
As a seo copywriter, you need to know that human beings love good stories. If you can make your brand story into your posts, articles and videos will grab a lot of attention.
Brand Storytelling is not new. Several brands have used this art in past and still using it.
According to Kristen Matthews, natural storytelling can make maximum impact on your readers.
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| Best Storytelling: The Lego Movie |
Want's to know the successful brand storytelling?
(Read the full story here: The Best Example of Brand Storytelling Ever: The Lego Movie.)
Remember when you go with storytelling it shouldn't about you alone, however. Instead, find a way to make it appealing to your target audience.
That's where brand storytelling will help you generate more organic traffic, SERP ranking, and conversions.
Use Case Studies
Case studies are one of the best formats or ways to drive traffic. Case studies are in-depth studies based on the real experience of a person, or group.
It's a powerful way because people love to see what results others have found out on a particular topic, tool, etc. I have seen them rank in Google's Top 10 several times because they are based on practical studies.
A study at Content Marketing Institute shows that B2B buyers prefer case studies and research-based content.
Consistently writing useful and detailed case studies, will let your major long-tail keywords rank up in google's top 10 for several keywords.
Case Studies usually explain a product or service. A good study shows experiments, research studies, and results you got.
Now I will show you the steps to create a case study:
- Write a summary of studies and a preview of the outcome.
- Explain the challenge you have faced and ways to overcome the problem your client may face.
- Write the solution to the problem. Make its step-by-step approach.
- Provide a conclusion and a call to action.
Remember some points before writing a case study:
- Do not write your case study as a marketing copy or as a salesperson.
- Make it a study you have done. A good case study is an inspirational story.
Use Humor
Using your humor while writing content is important to keep the audience/readers engage. You can use humor to make a controversial topic into a simple explanation.
SEO copywriting is about writing useful content that solves the problem excitingly or simply. Your content must not bore your readers.
Your content should be exciting enough to make a user click on your headline, read the introduction, and then moved slowly to the body. If you can write convincing/ persuasively, no matter what you recommend, they will buy your recommendation.
Get People To Act Through Your SEO Copywriting
Now, after following every step from the start, the final piece of your content is the ability of your copy to drive people to take action. That is not much difficult task, because we have high-quality resources and tools that you can use.
Copy is written with a purpose or goal to sell a product, or service, generate leads and collect emails, or ideas. It's all about 30 seconds to sell yourself and leave people wanting more.
One of the common ways is to highlight the key point of your content in bullets or numbered list.
Vivian Giang recommends we create 3-4 strong benefits that you will cover before you write a blog post, or article.
Have Transparency/ Clarity Of Purpose
Having a clear copy, blog post and article is very important. The wider funnel increases from 10% to 277% of the conversion rate.
When you start writing a blog post, the article has a clear purpose of creating content, addressing a challenge, solving a problem, or explaining complicated issues.
According to Success Consciousness, there is some way that you can achieve clarity of purpose when writing content:
- Figure out what you want's to write
- Use the word "you" when writing for B2C businesses.
- Research Accurate data that are relevant to the topic. a study by Conversion XL shows the data-driven approach and infographic creation that have accurate data will improve social shares.
- Target 2-5 keywords and ensure they feel natural while reading. If you read it will feel the smooth relation between keywords and the rest of the content.
Conclusion
In this full blog, we have seen a step-by-step approach to creating seo copywriting with its 9 elements.
By following the above steps, you will create high-quality content.
After publishing content, be sure to measure your content performance and to gain expertise try to write seo copywriting consistently.
Now, I'd like to hear from you which tips are you going to try first from today's post?
Or you want to learn more about it in-depth. Comment down below, I am waiting for you.
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