SEO Copywriting for Beginners
In each advertisement you click, there is an intent to get you- the reader- to take an action. Whether it is making a purchase, subscribing to a page, or simply forwarding the information, the goal of the content is the same: engage the reader, keep them engaged, and get them to take action. In order to do this, the reader must first find the content and be drawn to choose your content over others. How do we make this happen? How do you stumble upon the correct answers when searching on Google? This is where SEO Copywriting comes in.
What is SEO?
SEO, or Search Engine Optimization, is an informative style of writing used for online web pages. There are several purposes for SEO services. SEO accomplishes two goals: appeal to an audience and solve a problem. SEO requires the understanding that the audience is not simply the readers of the articles you publish. SEO style writing actually has two audiences and great copywriters write to meet the expectations of both. Articles should give information to the reader first, but should also be written to allow search engines to easily find and index the content. SEO directs more traffic to your page. Simply put, SEO is a way to improve the effectiveness of written content for search engines to get thus getting a specific business ranked higher on the results page. This is done by using keywords.
Writing for a Business
How do you write to a computer and still keep the humanity to make it appealing to your human audience? A great copywriter needs to write with a mixture of writing. In some articles, content should be written as if the writer was writing to a friend. Pronouns such as I, you, and we make the reader feel involved as if the article (and therefore company creating it) is talking directly to them. In other articles, it is important to write in an informative style, such as how this article has been written. This gives ther reader the understanding that whoever posted the content is an expert in his/her business. Search engines such as Google have SEO algorithms. No matter what type of writing is chosen, all copywriting content should meet the algorithm requirements. The main goal is to draw people in and keep them interested. Giving information and explaining the work of a company is important. People need to feel that they are working with someone who cares about them. After all, when all is said and done, it’s the people who will answer the call to action, not the computers.
Writing for people is easy, but how does a copywriter write to a search engine? Search engines use algorithms to find keywords in your search that match up with keywords in articles and titles. The easier it is for the search engine to find your keywords, the more the article will rank. By using keywords throughout an article while directly adding them into a web link or meta description, the algorithms will find your piece and put it in the list of results in order of relevance. As articles get indexed, domain trust increases. Copywriters need to be sure to keep within the allotted keyword density to not get penalized by Google. Years ago, Google simply searched for keywords. Now, content and keywords are equally as important. Not getting penalized can be as simple as using LSI, Latent Semantic Indexing, or synonyms for your keywords. Finding the perfect balance when appealing both audiences is a crucial part of bringing success to a webpage and, ultimately, the business it belongs to.
Understand what Copywriting Does for Your Business
Now we know a little more about the SEO writing style, let’s discuss copywriting. Copywriting is the skill of generating content that drives the target audience to take some sort of action such as buying a product, subscribing to a list or some other action. Copywriting is a skill that requires practice and research in order to find the balance of attracting and engaging the human audience as well as the search engines of Google or Bing. The content presented must be useful, interesting and solve a problem.
Copywriting is often referred to as an art and a science, as the writer must understand the wants and needs of an ever changing audience while continuing to develop content. New content keeps a business relevant and brings in paying customers. Copywriters must do all of this while grabbing the reader’s attention instantly. In our fast-paced, immediate response world, readers must be interested within the first three seconds of looking at something. This is why content getting written correctly is so vital.
A headline is the first thing anyone will see. As such, it needs to include the most important keywords while relating to the reader. Remember, the goal is to prompt a reader to click the link in the first place. The meta description, basically a synopsis of your content, should be short, concise, benefit the reader, contain a call to action, and use as many keywords as possible. Meta descriptions are the second part of any work a reader will see. It needs to grab initial interest and make the reader want to read more. The article is the largest piece of work. It is where copywriters will offer the information a reader has searched. A great copywritten article should be written to fix a problem or answer a question the reader may have. Personal connections and anecdotes should be kept at a minimum as the focus should not be on the writer. The focus should always lean to the reader and potential client. Using a personal story to add emotion and create a connection to an audience is fine as long as the article itself stays focused. If potential clients can relate to a story, they will be more interested in continuing to read the content. Use bold or italicized words to emphasize and draw attention to keywords in content. This makes an article or blog posting look more interesting than plain text. Keep readers interested in other ways too such as adding visuals. If your content includes statistical information, make sure to show the information using a colorful chart or graph. Most people respond better to visual representations than they do to information in black and white. People also typically retain information more easily from a picture rather than reading.
Take a look at the data below. Which is more appealing to your eyes?
|Jurisdiction||2015 Households Without Vehicles|
|New York, New York||54.5%|
|Newark, New Jersey||39.2%|
|Jersey City, New Jersey||40.1%|
|Washington, District of Columbia||36.2%|
Why Hire a Professional Copywriter?
SEO copywriting requires research, structure, updating and so more to successfully work for any business. Having an article or blog stay engaging while remaining professional and on target is a fine line to walk. Staying “relevant” in the online digital world is important. Articles and blogs should keep a potential client reading with the end-goal of having that person answer the call to action. Copywriters understand how to maintain keyword and LSI count to optimize content appearing in search results. Images can show statistics and make otherwise boring information much more understandable. By following these simple steps in the SEO process, significant results should start to appear in a business’ web page traffic.