Step by Step Guide on How to do SEO Copywriting

SEO Copywriting

Are you looking for ways to build your blog audience? Then you might want to get smarter with your content. However, creating content optimized for search engines is one of the biggest challenges that bloggers and content marketers face. While creating optimized content, ask yourself how you would create content that meets certain goals such as appeal to the end-user and solve a particular problem? How do you create content that ranks well with Google and also influence people? Here comes the relevance of SEO copywriting.

What is SEO Copywriting?

SEO copywriting refers to crafting compelling content that is appealing to search engines, ranks high in Google and other search engines, drives targeted traffic and provokes a reader to take action such as buy your product, sign up for a mailing list, or click a link. Though this kind of writing contains key phrases, they shouldn’t interfere with the smooth flow of the content or sound repetitive. Ideally, this is content that helps you build a strong connection with your audience and establishes you as an authority in your niche. SEO copywriting helps boost website rankings, increase engagement, and thus convert more readers into buyers.

content

In their blog, MOZ says that they achieved 32% rise in organic traffic through 4 on-page SEO changes. Of those changes, user-generated content is the most important strategy.

seo changes

Major copy changes they did include adding H2s and H3s to improve page architecture, readability, and crawlability, changing the H1 and title to target a higher traffic keyword and adding an image and video to increase time-on-page and visual appeal.

Copywriting can cover a multitude of projects, and it can take many forms, depending on your company and product.

Before you begin, find answers for these questions

  • Who is my ideal customer?
    Know their interests, problems and figure out what they want
  • What makes my product or service unique?
    Use that unique offer to attract target audience
  • How do my services assist my customers?
    Identify specific problems your services/products can solve
  • What problems could my customers face on using my product?
    Find out any issues your customers may face while using your products
  • How should users engage with my website?
    Have a plan – they should purchase items, read blog or schedule a consultation
  • What writing style appeals best to my target audience?
    Provide information in web page those appeals to your target audience

 

Key Phases of SEO Copywriting

  • Do solid keyword research

    Proper keyword research can improve your SEO writing’s relevance and exposure.
    Before writing, make sure to find out the terms your buyer is searching for and use them to create perfect content. Understand what questions your readers need answers for. Though content quality is the most crucial factor, keywords are still an important indicator to audiences and search engines that the page is relevant to their needs.

    But, Do Not Stuff Keywords

     

    Keyword research can provide new ideas and help your content reach a wider audience. However, proper keyword research consists of three steps. They are:

    • Make a mission statement: When starting actual keyword research, think about your mission statement, which should make you stand out from the crowd. While formulating your mission statement, consider certain questions such as
      • Who are you and what is your content about?
      • What makes your content unique?

      Take your time to make and write down your mission statement.

    • Formulate a list of relevant keywords: Once you are ready with your mission statement, start making a list of all the keywords or search items that you want your website to be found for. Think of search items that your audience will mostly look for. At the end of your keyword research, you should have a list of all the relevant search terms your audience might use. Also, think of combinations and variations of these terms. To make your keyword research easier, try user-friendly keyword research tools and Google AdWords Keyword Planner.
    • Look at search intent: After the keyword research, create online content that would help to rank high in Google, drive qualified traffic, engage readers, and ultimately convince your audience to act. However, to create content that can achieve these goals, you have to consider search intent.

      Search intent, sometimes also known as keyword/user intent, is the goal a user has when typing a query into a search engine. Common types of Search Intent include:

      • Informational intent: Intention is to find information on a specific topic.
      • Navigational intent: To access a specific website by entering the term in a search engine.
      • Commercial intent: To buy something sometime soon and are doing research before making a purchase.
      • Transactional intent: To buy something after doing their commercial intent searches.

      Create the right kind of content for the keyword you’re targeting. if you fail to do that, then your ranking will be an uphill battle. Match the three Cs – Content type, Content format and Content angle – of search intent.

      That is, Content types always fall into one of five sections: blog posts, product, category, landing pages or videos.

      For instance, the search results for “sunglasses in USA” are all ecommerce category pages, whereas for “best sunglasses,” they’re mostly blog posts.

      search

      Search

      Content format applies mostly to informational content which includes how-tos, listicles, news articles, opinion pieces, and reviews.
      For instance, when you search “renovation ideas for living room,” you’ll see that they’re all lists:

      content format

      The last C of search intent is Content angle which is the main selling point of the content, because, there’s generally a leading angle in the search results.
      For example, the top results for “how to play Sudoku” are targeted at beginners:

    • search results

    • Build SEO landing pages: The final step of keyword research is to create remarkable landing pages – a page that draws in visitors who found your blog through specific keywords. This could be a dedicated page or a blog post optimized for a specific keyword. Make sure you have a landing page for every relevant keyword so that your visitors can navigate to your blog from every landing page. Other tips include:
      • Use keywords in title, subheadings and body of the text
      • Use keyword in the file names of images on your page or post
      • Find relevant keyword phrases that express a user’s intent to make a purchase
      • Choose long-tail searches that are rich in intent
    • SEMrush is a great tool to give copywriters a view of the most relevant keyword picture.

  • Plan your content

    Try to read at least five to ten articles on the same topic that are listed on the first page to get a clear idea regarding how their content is working. You will also get more details about the topic you are writing content on. Also, try to find relevant sources of information that could add value to your content.

    • Know the real purpose of your content and your goals
    • Keep in mind the main message of your post
    • Have an idea of the right order to present your information
    • Remember who your audience is

    Also, link your content to sources of experts, as readers like getting the opinions of an expert. Well-structured content increases your chance of ranking well in search engines.

  • Just write

    Once you have planned what to write and have a clear idea about the topic, start SEO writing. If you have trouble composing the first paragraph, go to the main body of your article or post.

    Write Based On The Structure of The Text

     

    You can improve your writing style by using the inverted pyramid style or story-telling style. The inverted pyramid writing style is a well-known writing style in journalism, which basically means you put your most important information upfront and elaborate the rest of the content in the following paragraphs. But the main content should be in the first paragraph. Storytelling style involves using relevant story in your blog posts or on product pages. Including story in blog posts or product pages will catch the reader’s interest, because, stories are like images as they provide more clarity and enables readers to remember you more easily.

    Your content should flow smoothly and with lucidity. Follow the planned structure and rewriting can be done during the editing phase.

    • Begin each paragraph with relevant sentences and then elaborate on them
    • Make sure your readers can grasp the key points you are discussing
    • Make sure your text is focused right for the audience
  • Edit patiently

    Editing is the final process to make a quality copy. Read your post several times and correct any awkward sentences, remove unclear phrasing, and jumbled paragraph structures.

    • Check for grammar, spelling in sentences
    • Rephrase awkward formulations
    • Check readability and shorten long sentences
    • Make sure the connection between sentences is clear

    Check headings and subheadings and make sure they hold your reader’s attention. After editing, you can also ask for feedback from your colleagues or other people and make necessary improvements.

Best Practices for SEO Copywriting

Focus on Audience Intent

The content you create must be based on a clear understanding of your audience’s intent – this is the first goal of SEO copywriting. Audiences use search engines to find the answers to their questions. It’s imperative that you understand your audiences and why they’re using search engines through different phases of their research.

  • Keep audiences as your top priority
  • Understand what motivates readers to click and share your content
  • Optimize your content by answering questions that they have
  • Use tools like SEMrush Keyword Magic to find user intent
  • Google’s People Also Ask feature also helps

Formatting Matters

As the adage goes, “first impression is the best impression.”How your content is presented has a major role to play in whether or not someone reads it. Make sure to format your content properly.

  • Avoid stuffing information and allow for white space
  • Include short and friendly paragraphs
  • Keep the content clear, concise and brief
  • Use bulleted lists to make it easy to read
  • Organize your content with subheadings

Include Relevant Call to Action (CTA)

seo-analysis

Try to include relevant call to actions (CTAs). Keep in mind the solutions you can offer for their concerns and come up with relevant CTAs such as “Save time and money” or “Get immediate help”. Effective call to action in copywriting can earn you more sales, more customers, and a bigger bottom line.

bottom line

  • Offer clear value proposition
  • Include CTAs that address/solve customer objections
  • Add CTAs that generate curiosity for readers
  • Custom-design the CTA copy for different campaigns
  • Provide social proof, how many customers use your product
  • Highlight urgency – only few stock left or just 2 days to go

Optimize for Featured Snippets

Featured snippets, also known as answer boxes, are chosen search results that are featured on top of Google’s organic results below the ads in a box which are aimed at answering the user’s question right away.

Being featured means getting additional brand exposure in search results and MOZ reports two studies that confirm the claim.

Ben Goodsell reports that the click-through rate (CTR) on a featured page increased from two percent to eight percent once it’s placed in an answer box, with revenue from organic traffic increasing by 677%.

Eric Enge highlights a 20-30% increase in traffic for ConfluentForms.com while they held the featured snippet for the query.

Let’s say we do a Google search on “featured snippets 2020”. Below is a screenshot of a featured snippet for this query:

featured snippets

Meta Tag Optimization

Tags that are invisible but provide data about your page to search engines and website visitors are meta tags. While creating attractive titles for your blog post, try to create a compelling meta description also. This is because some users will check upon the small description and use it to judge whether or not they care about what you have to say. Also, Google looks there to find indicators of relevance (i.e. keywords). Therefore, take time to write thoughtful descriptions-that both entice people to click and convince Google that your content is worth ranking.

For instance:

meta tag

Make your Content Plagiarism Free

Making content plagiarism free is a challenge for most copywriters. Crafting an entirely unique story needs effort. Duplicate content could be penalized by Google as well. Even if Google doesn’t penalize you, you could run into legal hassles for copying somebody else’s content.

Do Not Copy, Stay Unique

  • Understand the context and discuss the ideas
  • Look for updated facts and data to add more value to your post
  • When using another person’s exact words, mark it with quotation marks
  • Use a plagiarism checker to make your content 100% original

Don’t Ignore Voice Search

Voice search is one of the most important topics in the search industry today. It has gained mileage because it is more convenient for a user to speak with an assistant than to type and moreover, the results of voice queries are faster. In this digital era, where the competition will only get tougher in the coming days, marketers and SEOs should make it a habit of optimizing their content for voice search. It will help you get better rankings for voice searches and increase your organic reach. According to a SEMrush voice search study, “70% of all answers returned from voice searches occupied a SERP feature (with 60% of those returning a Featured Snippet result).”

voice search

ppc
Image source: https://www.wordstream.com/blog/ws/2019/12/03/seo-copywriting

A/B Testing for Great SEO Content

According to Neil Patel, A/B testing refers to the simplest type of testing which helps to figure out which variations of copy, headline, and other factors are most effective in direct relation to your site and your offerings.

ab-testings

This testing option helps to examine different web copy elements on your site including headline, call to action text, call to action position and style, corresponding images and more. Diverse tools are there for conducting and monitoring A/B tests.

  • Test as early as possible and test simultaneously
  • Run tests on new visitors only and not on existing customers
  • Allow the test to run for more time to find errors
  • Make sure to test on every page for CTA or headlines

Make your writing persuasive so that readers will be encouraged to take particular actions mainly related to purchase.