SEO Copywriting Tips to Impress Both Search Engines and Readers

SEO Copywriting Tips for Search Engines and Readers

Anybody who wants to be an online success needs to understand the art and science of SEO copywriting. Creating engaging content which captures the imagination of readers as well as the attention of search engines to rank well is no easy task.

SEO content writing is a reasonably new field. In times gone by, you were either an SEO expert or a copywriter – but in recent years, SEO has become less about technical skill and more about quality content.

If this all sounds new to you, don’t fret – our SEO copywriting tips below will help you to understand what it takes to appeal to both humans and search engine algorithms alike. Without further ado, let’s take a look…

What is SEO Copywriting?

SEO, or search engine optimisation, is the means of optimising your website (and its content) to achieve high search engine rankings.

Copywriting, on the other hand, appeals to the humans who look at your site. A good copywriter should use the right phrases to compel visitors to take a desired action. This involves understanding psychology, as well as having an insight into your audience.

SEO copywriting merges these two disciplines to create content which targets readers and the search terms they’re using. To do so, the following elements are essential:

On-page optimisation – refining content so that search engines understand what it means.

Content creation – generating high quality, engaging content that appeals to readers.

Audience/keyword research – knowing what people are typing into search engines when they’re interested in a specific product/service.

SEO Copywriting Tips For Effective Content Creation

With the basics covered, let’s look at what makes for good SEO copywriting.

Audience and Keyword Research Tips

Audience Keyword Research

Knowing who is going to read your content is half the battle. By understanding your audience, you’ll have a clear idea of what sort of content you need – and here’s how to get to know the people you’re targeting:

Perform keyword research – knowing what your audience is searching for helps you to tailor your content to them.

Social media research – find out what your target demographics are into by following the latest social trends.

Competitor analysis – find out what’s working for your competitor, and emulate it!

Check web analytics – Google Analytics and other similar services help you to gain a valuable insight into the content your visitors enjoy the most, and where they’re landing on your site from.

Content Creation Tips

Once you’re settled on a topic or keyword, it’s time to get creative! Here are some tips to help lubricate the process:

Edit, edit and edit some more – proofread, focus on paragraph structure and make sure your sentences really flow. These are all key skills when it comes to content writing.

Structure well – use headings, subheadings, lists, bullet points and anything else that makes your text more readable.

If all else fails, just write – allow the words to flow freely at first, then refer to step one – edit!

Optimise the Headline

Headline Optimisation

The headline of your page is one of the most important parts of SEO content writing. It’s the first thing potential visitors will see on Google, and will more often than not determine whether they click on your link.

Do On-Page Optimisation

On-Page Optimisation

Ensure your content ticks all the SEO boxes – failure to do so can result in a fantastic piece of writing falling into Google’s Room 101, purely on the basis of missing some crucial markers:

Include links – internal and external links are a must. It’s helpful for your visitors and allows Google to understand your page structure and the topic of your content writing.

Use visuals – Google loves images. Just remember to compress your images for quicker loading times, to optimise your image file names and to use ALT tags. ALT tags provide you with extra keywords, and will also ensure your images show up in a Google image search.

Optimise your title tags and meta descriptions – these both appear prominently in search engines. The meta description should always summarise the post.

Include the keyword in all important places – this means the title, URL, introductory paragraph, headings, image names and ALT tags. Aim for a keyword density of between 0.5% and 2.5%.

In summary

SEO copywriting skills are invaluable to all website owners. It’s the magic formula of creating enticing content which excites readers while getting picked up by search engines at the same time. Of course, as the web evolves, so too does SEO copywriting, and it pays to keep your finger on the pulse.

By |Sunday, 30 September, 2018|Blogging, Content Marketing, On-Page SEO|

About the Author:

Mark Baldwin is the managing director of Baldwin Digital, an Irish digital marketing agency based in Cork, Ireland. He is a digital marketing specialist with expertise in search engine optimisation, Google AdWords management and website development. When he’s not implementing digital marketing strategies in collaboration with his team, he enjoys the outdoors and spending time with his family and friends.