SEO copywriting guide refers to the method of producing content that is optimized with keywords or key phrases.
It is supposed to appeal to search engines, as well as online users.
It also has to be easily comprehensible and shareable.
Traditional SEO versus Holistic SEO
SEO copywriting guide, when it comes to copywriting, you should go with holistic SEO so that you can rank highly on the search engines. Although both traditional and holistic SEO can help you generate valuable content, holistic SEO is better because it does not only focus on keywords. It also focuses on search users and how they engage with certain brands, products, and services. These are actually the primary factors on how businesses are ranked by the major search engines.
Traditional SEO, on the other hand, focuses more on creating page structures in which target keywords may be integrated. After the web page and the keyword structure are done, the link-building process continues. Traditional SEO might not be as effective as holistic SEO in terms of having new changes in online landscapes.
In essence, traditional SEO is all about keywords and key phrases. Unlike holistic SEO, it does not care about satisfying the needs of online users. So, if you choose to go with traditional SEO, your content would be more focused on keywords, key phrases, and competitors. Your main goal would be to rank highly on the first pages of the search results. You would also focus more on short key phrases or single-term keywords when trying to generate traffic.
Then again, if you choose to go with holistic SEO, you would aim to help online users have a satisfying search experience. You would help them find what they want and need in real-time. You would cater to their specific needs by using long-tail keywords that consist of two words or more. These keywords generally include descriptive words and primary keywords.
Even though the keywords used in holistic SEO tend to have a low search volume, they are able to rank highly on the search engines because they are high in value. They tend to give the answers that online users are in search of. This is very important because link-building strategies nowadays have to be as organic and natural as possible. You can achieve this if you put emphasis on building social relationships online.
Another great thing about holistic SEO is that it has a strong focus on content marketing. This is in contrast with traditional SEO, which does not have a lot of regard for the target audience. So, even though it is still able to generate traffic, which is the primary purpose of digital marketing, the traffic that it generates is not as meaningful as the traffic that holistic SEO generates. This is because holistic SEO has a better chance of transforming traffic into revenue.
How To Do SEO Copywriting Guide
Now that you have learned about search engine optimization (SEO) as well as the differences between traditional SEO and holistic SEO, it is time for you to learn how to do SEO copywriting. The following are helpful tips that you have to consider if you want to obtain your desired copywriting results:
Research Your Keywords.
Before you write, you have to know which keywords and key phrases you have to use. Of course, you also need to have a topic in mind. This is actually the first step. Surely, you cannot write anything if you do not know what to write about as well as which keywords to target.
When determining your keywords and key phrases, you have to do your research well. First, you have to come up with a mission statement. Think of who you are, what your writing is all about, and what can make it unique. Identify your mission statement and be clear with all the details.
Next, you have to create a list of your keywords and key phrases. These should be the ones that you wish for your website to be searched for. Consider your target audience and niche market, as well as any unique selling point. This would help you find out what keywords and key phrases to use.
Put yourself in the shoes of your target audience. If you are an online user, for example, which keywords would you type on Google to search for something? List down every keyword that you can think of and then narrow down your list. Make sure that you also include the variations and combinations of these keywords.
A good way to search for keywords is by typing a few letters or words on the search engine and copying the suggestions. These suggested keywords are there because they are the most frequently used by online users. You can also use SEO copywriting keyword-generating tools or software programs for your keyword research.
SEO Copywriting Guide – Make An Overview.
You also need to have a good overview to help with your SEO copywriting. You can make a table of keywords if you want to make a summary of the information that you have gathered. Likewise, you should try to use as many variations and combinations of these keywords. Then, you can organize them according to priority.
Decide which keywords you think are most important. Which of them are closest to the mission statement that you developed previously? When it comes to selecting keywords, you have to consider the likelihood of your pages ranking for specific keywords. More often than not, focusing on keywords that are not very competitive and popular proves to be an excellent strategy.
Know And Match Your Keyword Intent.
In essence, keyword intent pertains to why online users type in the keywords that you think of targeting. There are generally three types of keyword intent, and they are: informational, commercial, and navigational.
Informational keyword intent is when an online user wishes to know more about a certain topic, industry, or product. As a result, this user might type in the key phrase “history of sewing machines” on the Google search bar.
Commercial keyword intent is when an online user wishes to purchase a service or product. So, he might type in “purchase a pair of sneakers” on his Google search bar.
Navigational keyword intent is when an online user wishes to go to a particular web page or website. Hence, he might type in the keywords “1987 home appliances” on the Google search bar.
Because it is in the best interest of Google to provide online users with the best results, it gives a reward to digital marketers who match their keyword intent closely. If you attempt to target the key phrase “history of sewing machines” with the price page for a food delivery service, you will not get your desired results in terms of organic search. This is because you did not match your keyword intent properly.
Whether you are copywriting for a blog, product description, or homepage, you have to utilize search engine optimization correctly. You need to know why keyword intent is very important. Put yourself in the shoes of online users and carefully ponder what they might be searching for. Then, you have to give them what they want and need to the best of your abilities.
SEO Copywriting Guide – Be Straight Forward.
Lengthy introductions, conclusions, and blog posts are not always bad. Even though they might seem boring at first glance, they may actually offer more value. After all, they contain a lot of details and data.
Then again, long posts may not sit well with SEO copywriting. While you need to create useful and helpful content, you also need to keep it brief so that it can rank highly on the search engines.
Your content has to be relevant and about matching your keyword intent. Then again, it also has to be pertinent. You need to target the primary keyword as soon as possible in your copywriting.
SEO Copywriting Guide – Avoid Keyword Stuffing.
Putting keywords and key phrases in your articles, blog posts, and web content are vital in search engine optimization. However, you should be careful about the number of keywords you use. If you use too little, your website might not be indexed properly by the search engines. If you use too much, you can be at risk of keyword stuffing.
Keyword stuffing basically refers to the process of targeting the primary keyword excessively in an effort to boost the performance of the organic search. In other words, it is a form of cheating. You should avoid doing it if you do not want to suffer negative consequences.
Keyword stuffing would turn off your target audience and only make you rank poorly on the search engines. In fact, it is regarded as a black hat strategy. So, even though you might see positive results at first, you cannot expect these to be long-term.
If you do not refrain from using repetitive keywords, Google might penalize your website. Not only will you be at risk of getting demoted in the search result rankings, but your website might be removed completely.
Google does not like black hat strategies such as keyword stuffing because they focus on cheating the search engine algorithms instead of providing online users with a great SEO copywriting experience.
How can you know if you are using a specific keyword too much? Well, here’s an example:
“Are you in search of inexpensive yoga mats? If you are searching for inexpensive yoga mats, then you came to the right place! We offer inexpensive yoga mats for yogis from all walks of life. Check out our website and Facebook page for more details on the inexpensive yoga mats that we offer. Look at our selection of inexpensive yoga mats and do not forget to add our inexpensive yoga mats to your shopping cart.”
See how many times the words “inexpensive yoga mats” were used above, in the paragraph? The key phrase was used so many times, it no longer sounded natural.
Be Mindful Of Your Keyword Density.
To avoid keyword stuffing, you need to use your keywords and key phrases responsibly. Two to five percent is actually ideal. Rather than use the same keyword multiple times in your content, you can use variations or combinations. These are long-tail keywords that can spice up your content as well as help you reach your target keyword density.
You can also use synonyms or words that have the same meanings in your copywriting. Search engines, such as Google, are familiar with homonyms or words that have several meanings. In fact, Google is known for its relevancy. Hence, it aims to differentiate online users who search for words that tend to have multiple meanings. It has a database index of synonyms that’s why it is able to group relevant words together.
If you use synonyms in your copywriting, you can stay relevant on Google. After all, the search engine rewards websites that implement synonyms. In addition, using various words that are related to one another can make your website more valuable than websites that try to trick the algorithms.
Learn The Language Of Your Target Audience And Speak It.
While it is alright to use tools that are specifically designed to generate keywords, it is still better to learn how to generate keywords on your own. Besides, generating keywords by yourself does not cost as much money as using paid keyword generators.
Also, even though you may find free keyword-generating tools on the Internet, they may not always be completely reliable. This is especially true if they are trial versions. You would get better results if you purchase the paid versions. If you are on a tight budget, however, using Google is your best option.
To find out about the most used keywords on Google, you simply have to type in some keywords and then check out the bottom section of the search results page. Here, you will find suggested keywords and key phrases that may be useful for your copywriting.
Say, you need to do research on digital marketing. You can type “does digital marketing work” on your Google search bar. When you hit ‘Enter, you will see hundreds of search results. At the bottom part of the first page, however, you will find related keywords and key phrases. Simply scroll down to see keywords such as “is digital marketing effective”, “benefits of digital marketing”, and “why is digital marketing important”.
You are seeing these suggestions because they are the ones that your target audience searches for. By learning about them, you will be able to speak the language of your target audience. Once you are able to incorporate these suggested keywords and key phrases in your copywriting, you will gain positive SEO results.
SEO Copywriting Guide – Target Featured Snippets.
According to reports, online users tend to type keywords on their search bar and then leave the search results page without clicking on any hyperlink. So, Google search results, whether organic or paid, do not really get that much attention.
Why does this happen? Well, it is because of featured snippets. These are the small boxes that you can find at the top part of the search engine results page. They provide online users with brief information on whatever they are trying to search for.
For example, if you type in the keyword “guitar”, you will immediately see a featured snippet. You will be able to get the information that you need without having to click on any link. Unless you want to get a more in-depth explanation of your keyword, you are most likely to leave the search results page because you have already found what you were looking for.
Thus, you need to target the featured snippets in order to maximize your SEO copywriting strategy. If you are answering a question that may be answered with just a few sentences, you can include that in your content. This would give you a higher chance of satisfying the needs of your target audience. So, even though they do not click on your link, they become acquainted with your brand.
SEO Copywriting Guide – Think Of Your SEO Headline Thoroughly.
Headlines are important because they are the ones that capture the attention of online users. If they are good, people become inclined to click on them and check out what they are about. If they seem boring or uninteresting, people tend to ignore them.
So, if you want to pique the interest of your target audience, you need to come up with unique and interesting headlines. Brainstorm ideas and be creative. Do not be afraid to get out of your comfort zone and try headlines that seem out of the box. This can actually help you stand out.
Aside from using relevant keywords on your headlines, you should also be mindful of their length. It is alright to use short headlines. A lot of people actually prefer short and straight to the point. You may use a longer headline if you need to add more details.
You can also include a quote from your content. This is especially effective if it comes from a popular public figure such as a celebrity or social media influencer. Just make sure that your quotes are in single quotations. Remember that they are headline quotes, not body quotes.
In addition, you can leverage compelling statistics. Including numbers and percentages in your headlines can make them more eye-catching. If you are not sure how to create good headlines, you can check out your competitors’. Find out what they use and get inspiration from these.
Another technique to capture the attention of online users is to use all caps in your headlines. This tends to give a sense of urgency and immediacy. You can also include a question. When your target audience sees it, they will immediately have an idea of what your content is all about.
Of course, you should also add a call to action to your headline. You can use terms such as learn, understand, find out, and discover to make your target audience feel as if they are making an informed and empowered decision when they click on your link.
SEO Copywriting Guide – Optimize Meta Tags.
Your headlines are also basically meta tags, which get indexed by search engines. However, you should not solely focus on headlines. You should also include meta tags in your descriptions. After all, they are the texts that get displayed at the bottom of the URL of your website. They have to be clear and direct to the point.
You should also use meta tags in the robots, alt text, and canonical tags of your website. Robots’ meta tags inform search engines which web pages have to be indexed. As for the alt text, you can use meta tags to describe your visual content and improve its SEO. If you have web pages that seem identical, you can use a canonical tag to avoid incurring a penalty for duplicate content.
Keep in mind that meta tags are vital because they affect the way your website appears on the search engine results page. They also affect the way online users become inclined to click on links. Thus, you need to be mindful of them to achieve your target engagement and traffic goals.
With the right knowledge, attitude, and tools, you can surely make the most of SEO for your content. When it comes to SEO copywriting, you have to be patient and strategic. Study well and learn from experience. Use as many resources as you can. If you have the budget, you can invest in tools. Otherwise, you can use free trial versions.
Do not forget about good internal and external linking structures. Whenever you include links from your copy to internal or external pages, you follow the philosophy of Google that there is more information out there.
You can make your website more trustworthy if you link to external content. You can support your claims by including statistics or linking to authoritative websites. Similarly, you can guide online users throughout their journey and direct them towards web pages that convert by linking to internal content. This would encourage them to stay on your website longer.