Boost Your Website’s Traffic with SEO Copywriting
In today’s digital age, search engines like Google play a indispensable role in most consumers’ buying process. With over 3.5 million searches processed every day and over 1.2 trillion yearly, it’s no surprise that business owners realize them must prioritize search engine optimization (SEO) in their digital marketing strategies. SEO copywriting is an element of SEO. SEO copywriting is the process of writing marketing copy that’s optimized for search engines. SEO copywriting aims to drive organic traffic to your website and convert those visitors into leads or sales.
If you’re new to SEO copywriting, it may seem complicated. But don’t worry! In this step-by-step guide, I’ll show you what SEO copywriting is, how to start, and what tools you can use to create great content at scale. We’ll also answer some common questions, such as whether SEO is the same as copywriting, whether SEO is required for copywriting, and more.
What is SEO copywriting?
SEO copywriting is the process of creating content for your digital marketing efforts in a way that appeals to both human readers and search engine algorithms. The goal, simply stated, is to create content that matches searcher intent. That is, you want your content to answer a potential customer’s question, solve a problem, or sell a product that does so. If the goal is to drive organic traffic to your company’s website and convert that traffic into leads or sales, the content must be (1) relevant to a searcher’s queries and (2) recognized as relevant by Google and other search engines. That’s what we mean when we say your website’s content needs to be optimized for search engines. The search engines need to “read” your content, understand what it’s about, and determine if it is useful to the consumer. So, here’s a rule of thumb – create content that is helpful, engaging, reveals you expertise.
The main difference between SEO copywriting and SEO content writing is the goal of the content. SEO copywriting aims to convert organic traffic into leads and sales, while SEO content writing aims to generate organic traffic from search engines. Content writers and copywriters have similar skill sets, but there are enough differences that hiring an SEO content writer when you mean to hire an SEO copywriter can impact whether or not you meet your goal of driving leads and sales.
If you’re new to SEO copywriting, the following steps can help you get started and set yourself up for success:
Keyword research is an essential part of creating and implementing an SEO strategy. You can use tools such as Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords, keywords people actually use when searching for your products and services. Make a list of search terms you think your target audience would use to find your products or services online. Few people when searching for something online us a single keyword. Most use a string of keywords or “long-tail keywords”. Add these and questions in your initial keyword list for content creation.
When doing your keyword research, consider search intent. People who are just starting to research their problem may have an informational intent, meaning they are just looking for information. In contrast, people who are ready to buy may have a transactional intent. Using keywords that match the intent of your target audience can help you drive relevant traffic to your website.
Another element of SEO that contributes to your site’s ranking is your metadata. Metadata includes your header, title tag, and meta description for each page. The header tag (or H1) is like the subject line of your webpage. The title tag tells the search engine exactly what your page is about. The meta description, while less important for ranking, is essential for getting people to click on your page from the search results.
Here are some SEO best practices for metadata:
Once you have your list of keywords and metadata optimized, it’s time to create content. This is where SEO copywriting comes into play. You want to create high-quality, engaging content that will attract readers and keep them on your website.
One of the most important things to keep in mind when creating content is to write for your target audience. Create content that’s valuable and relevant to them. That is, write content that answers their questions, provides helpful tips and resources, and addresses their pain points.
Another key aspect of creating engaging content is to use formatting to make it easy to read. This includes using headers, bullet points, and images to break up the text and make it more visually appealing. Avoid clutter. No one is going to sift through a page full of different fonts and font sizes and cutesy animation and colors.
Finally, it’s important to remember – Quality over Quantity. It’s better to have one piece of high-quality content that provides real value to your audience than 10 pieces of mediocre hacked together content thrown at the page. No one will take the time to read that.
Link building is a critical part of SEO. Almost every website in every industry that you see at the top of the Search Engine Results Pages (SERP) have links up to their eyeballs. There are two types of links:
Internal linking helps to improve the user experience (UX) on your website by helping readers find related content on other pages that they may be interested in. It also helps search engines understand the hierarchy and structure of your website, which can improve your rankings.
External linking is important because it helps to establish your website as an authority in your industry. Authority is a huge search engine ranking factor. When other websites link back to your content, it signals to search engines that your content is valuable and relevant. This can improve your search engine rankings and drive more traffic to your website.
Be Where Your Customers Are: Optimize for Mobile.
In today’s digital age, more and more people are accessing the internet from their mobile devices. In fact, mobile devices account for more than half of all internet traffic. That’s why it’s essential to optimize your website for mobile users.
Mobile optimization involves ensuring that your website is responsive to and loads quickly on mobile devices. Make sure that your content is easy to read and navigate on a small screen.
Google has also started using mobile-first indexing, which means that it’s now indexing the mobile version of websites first. This means that if your website isn’t optimized for mobile, you could be missing out on valuable traffic and rankings.
Monitor SEO Results and Adjust your Strategy.
SEO is not a one-off. It’s an ongoing process. Hence, it’s imperative that you monitor your progress and adjust your strategy as needed. Google Analytics is a great tool to track your website traffic and see which pages are performing well and which ones need improvement.
You can also use tools like SEMrush or Ahrefs to track your search engine rankings and see how your website is performing compared to your competitors. This information can not only help you identify areas where you need to improve your SEO strategy but also where your competitors might be slipping up. Maybe you can surpass them and gain higher ranking territory.
Finally, it’s important to remember that SEO is a long-term game. It can take months or even years to see significant results from your SEO efforts. Six months before you see positive results is the rule of thumb. That’s why it’s important to be patient and persistent in your SEO efforts.
Tools to help you rank better
While there are many tools available to help with SEO, here are three that are particularly useful for SEO copywriting:
Yoast SEO: Yoast SEO is a plugin for WordPress that helps you optimize your content for search engines. It provides a checklist of items to optimize, including metadata, keyword density, and readability. It also provides a preview of how your content will appear in search results.
SEMrush: SEMrush is a comprehensive SEO tool that provides keyword research, site audit, and competitor analysis. It’s particularly useful for finding new keyword opportunities and tracking your search engine rankings.
Ahrefs: Ahrefs is an all-in-one SEO tool that provides a range of features, including keyword research, backlink analysis, competitor research, and content analysis. It’s known for its large database of backlinks and comprehensive link analysis, which makes it a valuable tool for link building and backlink monitoring.
Moz: Moz is another popular SEO tool that provides keyword research, site audit, link building, and rank tracking features. It’s known for its Domain Authority metric, which is a measure of a website’s authority and ranking potential in search engines.
Google Analytics: Google Analytics is a free web analytics tool that helps you track and analyze website traffic. It provides valuable insights into user behavior, such as where users are coming from, how long they stay on your site, and which pages they visit. These insights can help you optimize your website and improve your SEO strategy.
Google Search Console: Google Search Console is a free tool provided by Google that helps you monitor and maintain your website’s presence in search results. It provides insights into how Google crawls and indexes your site, and alerts you to any technical issues that may affect your search engine rankings. It also provides valuable data on your website’s performance in search results, including click-through rates and average position.
These are but a few examples of the many SEO tools available on the market. Each tool has its own unique features and strengths, so it’s important to research and choose the tool that best suits your needs and budget.