SEO Copywriting: Writing for Readers and Robots

Often, writing anything at all can be a terrifying task, never mind trying to add SEO into the mix.

But having a basic understanding of SEO copywriting is essential for anyone who creates content for the web.

After all, it’s all very well putting top-notch content onto your website, but if searchers aren’t finding you online, what’s the point?

Creating content for the web is a two-pronged attack.

Your content needs to appeal to the reader and appeal to Google.

Sound terrifying? Getting ready to pack it all in? Thinking about leaving modern society altogether and joining a remote tribe in the Brazilian Amazon?

Calm down.

On-page SEO isn’t all computer codes and digital doobries. It’s easier than you might think.

Here are five simple steps you can take to help your content appeal to both humans and search engines.

Use long-tail keywords to improve your SEO copywriting

A long-tail keyword is a short phrase.

And this short phrase is used to optimise your content, rather than using a single word.

Usually, three or more words long, this phrase is what someone might type into the search bar when looking for something online.

It’s better to use a keyword phrase to tell the search engines what your content is about, as it’s more specific. And as it’s more specific, your website will receive more relevant traffic.

Conversation rates for long-tail keywords are higher for this reason.

Finding the long-tail keyword

To identify the best long-tale keyword to use, you can use a tool like Google AdWords to find commonly searched for phrases relevant to your topic.

Or, you can just use your noodle!

What would you type into the search bar if you were searching for the products, services or information you’re writing about?

Using the long-tail keyword

Your content should be peppered with your keyword phrase, not stuffed.

Stuffing your content with keywords or phrases is a serious turn off for readers. And will see you penalised by the search engines.

Search engines are increasingly sophisticated and also recognise synonyms related to your keyword or phrase.

So mix it up a bit.

You don’t need to repeat the same words endlessly throughout your content.

Using synonyms is great because it means you’ll automatically use a wider range of words. And this helps to improve the quality of your writing.

And if that’s not enough, long-tail keywords are easier to blend into your content naturally, so make SEO copywriting more straightforward.

Use titles and subheadings

Whatever type of content you are putting online, your title is, without doubt, the most crucial part.

Is it catchy? Will it spark interest? Does it promote your content in the best way possible?

Take time to consider your title. And ensure your keyword or keyword phrase is naturally integrated within it.

Here’s an example of a keyword phrase and a title from one of our previous posts:

Keyword phrase: Boost your blog traffic

Page title: 3 easy ways to boost your blog traffic

 

Search engines also look at the subheadings in your content to determine what your content is about.

So optimise both your H1 and H2 headings with your keyword phrase. However, if your keyword phrase doesn’t sit comfortably in your subheadings, don’t put it in.

Subheadings also help with the readability of your content. They break up and give structure to your text, making your content easier to read.

And therefore, more likely to be read.

Write long-form content

Gone are the days when writing a couple of hundred words was enough.

Search engines now look to promote content that offers the searcher something useful. Something substantial.

Therefore, pages that offer in-depth, quality information will be rewarded with higher rankings in the SERPs.

As well as making sure your content is well researched and well written, you need to aim to produce long-form content.

The long and short of it

Some SEO experts consider 1000 words to be long-form content. But many say you need to be writing far more than that.

Producing long-form content, rather than short, also increases your credibly and suggests you are an expert in your field.

Writing longer, more in-depth articles tells your audience you have more to say on your subject. Therefore you must be highly experienced and knowledgeable.

But don’t fall into the trap of writing longer pieces for the sake of it. Your long-form content needs to maintain quality all the way through; otherwise, it will do more harm than good.

No fluff. No waffle.

Write quality long-form content and not only will your website rank higher, but you’ll be regarded as an authority by your readers. As a result, you’ll receive more social shares and interactions.

And gain greater visibility online.

Incorporate internal links to boost your SEO copywriting

Want people to read all your content (or at least more of it)? Er, yes!

If you want your readers to find other pages on your website easily, you need to add in internal links. And link one page on your website to other pages on your website.

But take care to only add in links if the other content you’re linking to is relevant.

Random, unrelated links plastered all over the place are a real turn off.

Blend the links naturally into your content, so that the linking text relates to the page it’s linking to.

Why do internal links help with SEO?

SEO and content marketing should go hand in hand to make sure you’re visible online. And both are essential for any business.

Internal linking allows your site to be indexed well, encourages browsers to remain on your website for longer and gives your site more authority.

And it has great content marketing benefits too.

It connects all of the content you’ve published on your website together, making it easier for your readers to find your other content. And the more accessible your content is, the more it will be read.

Write engaging Meta descriptions

Your Meta description can mean the difference between a prospect clicking onto your site or bypassing it completely and visiting your competitor.

Meta descriptions are an important part of your website’s content, but sadly they’re often overlooked.

Each Meta description acts as a short synopsis for each page. They advertise each page on your website and help to sell your content to a prospect.

And as any good advertisement should, they need to both engage and persuade.

Meta descriptions are a vital conversion tool, so take time to ensure that yours stands out.

Small but mighty

Meta descriptions are only short, but they have the potential to pack a powerful marketing punch.

Being concise is key when writing your Meta description, so make each word count and include a powerful call to action.

As well as making sure your description is compelling and persuasive, you’ll need to weave in your keyword phrase. This optimises your Meta description and helps to strengthen your on-page SEO.

So, by using long-tail keywords, writing great titles, including internal links, crafting strong Meta descriptions and producing long-form content, you’ll boost your organic SEO and get found more easily online.

But don’t forget: It doesn’t matter how well-optimised your content is, if it’s poorly written and fails to connect with your audience, your readers won’t stick around for long anyway.

The quality of the content itself is still the key ingredient of SEO copywriting.

I hope you’ve found this blog useful and if you have any comments, please pop them in the box below.

Or, if you’re still not sure about the whole SEO copywriting thing and would like us to write quality, optimised content for your blog or website, get in touch — we’d love to hear from you!

Laura