Search engine marketing Copywriting: Tips on how to write content material for individuals and optimize it for Google
One of the biggest challenges bloggers and content marketers face is writing content that is search engine optimized but also appeals to people.
If you want to build your blog audience, you need to get smarter with your content. The main way to achieve this is through SEO copywriting.
While SEO sounds complicated, it's easier than you think. Especially when you understand that writing is a best practice for people, not search engines.
To be successful, your online business must go beyond “content writing”. Your content must achieve two goals:
- solve a specific problem
- Engage the end user (customers, clients, prospects, readers, etc.)
How do you create content that meets these goals? How do you create content that is well received by Google and also convinces people? This is what SEO copywriting is all about. Don't worry if you can't afford an expensive SEO copywriter. You can do this yourself according to simple rules.
What is SEO
We all know what happens when you type a query into a search engine and hit enter: you get a list of search results that are relevant to your search term.
These result pages are displayed as a result of search engine optimization (SEO).
In short, SEO is a method of optimizing the effectiveness of your content for search engines in order to rank higher than content from other websites targeting the same search terms.
SEO is step by step when:
- You search for keywords …
- Then select a specific keyword and …
- Use this keyword to write content …
- What other people they read and then share on Twitter, Facebook, their own blogs and other social media platforms.
According to Redevolution, Google shows web pages in their search results based on the authority and relevance of the page to improve the user experience. How does it measure authority and relevance?
- Google determines the relevance of your page by analyzing the content based on various factors, including where and how often you use certain words in that content.
- Google measures authority based on the number of links pointing to this page and the trustworthiness of those links.
On the internet, links are like voices, with one small difference. The election winner is determined solely by the number of votes, while the rank of your website does not depend so much on the number of incoming links (number), but rather on the quality of these links. You and your marketing team need to understand this.
Quality has become the number one ranking factor on Google, especially since the updates to Google Panda and Penguin.
For more information on SEO, check out the Beginner's Guide to SEO and the Advanced Guide to SEO.
Basics of writing texts
Copywriting is the art and science of creating content that prompts the reader / end-user to either buy a product, subscribe to a list, take a test drive, or take other measures that improve your end-user attractiveness (customers, Customers, prospects, readers, etc.),
Copywriting is the art of selling, says Bruce Bendinger. His definition of copywriting will make you smile:
Who drives a user to act? A copywriter does. A copywriter is a seasoned professional who writes a copy for advertising, promotions, and customer loyalty. In the marketing world they are often referred to as "creatives". An SEO copywriter adapts this to online content.
A copywriter is someone who understands people, knows what their audience likes, and chooses the words that appeal to them. The headings, words, phrases, sentences and paragraphs used in the content must convince the readers and prompt them to take certain measures. An SEO copywriter also understands how Google feels about certain words and phrases, especially long-tail phrases.
If you're a blogger, freelance writer, or online entrepreneur, if you develop your creativity and perfect your writing skills, you can become a sought-after copywriter.
If you want to build a thriving online business and survive in the ever-changing world of search engine optimization, you need to create useful content that is search engine engaging, compelling, and well optimized. and you have to do it consistently. This is part of the user experience as new, fresh content is served as needed.
What is SEO Copywriting?
SEO copywriting has evolved since Google started rolling out its updates.
If you want to create extremely useful content that will rank well on Google while paying customers or customers for your online business, then you need to think about the components of the Google ranking algorithm.
SEO copywriting is all about creating useful, compelling, and valuable content that targets specific keywords so that other people will be happy to promote it on social media platforms.
This increases the authority and relevance of your content and improves the ranking in Google for the selected keywords. So if you highly recommend something, Google will consider it relevant and you will get better results on SEO content.
SEO copywriting helps you target your customers and solve their specific problems with well-designed content.
six Elements of SEO copywriting
Certain elements of valuable content, such as visual appeal and timeliness, are the hallmarks of copywriting grace.
The consistent implementation of SEO best practices in your content will of course move your content to Google's top 10 and increase your traffic.
However, there are elements that can always help you rank high on Google and increase your conversion rate. Before implementing the elements of SEO copywriting, keep in mind that there are a few things that should be done before on-page optimization.
Here are the 6 elements of SEO copywriting that are important:
1) Location speed
A study by Akamai found the following statistics:
- 40% of users leave a website when it takes longer than 3 seconds to fully load.
- 47% of end users expect a web page to load in two seconds or less.
The speed of the website has been a ranking factor since 2010 and is also an advantage for users. If your load time is more than 2 seconds, which is the default site load time, there are steps you should take to improve it.
This is because if your content is useful and interesting, your visitors will leave, but your page will take a long time to fully load because their attention span is short. You are leaving because of a poor user experience.
How do you measure the loading time of your website? Follow these basic steps – I'm using Psychology Today as an example:
Step one: Use Pingdom's website speed test.
Step two: Analyze the speed of your website.
You see psychology is fast today. The loading time is 770 milliseconds and exceeds the standard loading time by 0.03 seconds.
Step three: Check the history. You want to find out the previous load times for your site.
In our example, the trend shows that Psychology Toda≥ ≤ ≤ ÷ y on January 10, 2015 had a loading time of 2.58 seconds. The page size at this point was 1.6 MB. Today the page size was reduced to 1.5 MB and the loading time improved to 770 milliseconds. This is what SEO firms should check out first, and so should you.
Check the loading time of your website using Pingdom.
If you want to improve the speed of your website, check out these step-by-step guides:
Does website speed translate into improved conversion rates? Yes, it does.
This case study shows how Smashing Magazine saw an impressive increase in its conversion rate when they cleared their database of all the clutter created by old plugins and then merged all of the databases into one.
2) heading
Your content may be valuable, but if your headline is mediocre, your click-through rate will be low. Don't waste a valuable SEO copy.
On average, five times as many people read the headline as the text copy. By the time you have written your headline, you will have spent eighty cents of your dollar. – David Ogilvy
For the greatest success, bloggers should spend around six hours per post. Tasks that should be completed in those six hours include creating content, monitoring social cues and consumer reactions, tracking analytics, and so on.
How much time do you spend creating the perfect headline?
In SEO copywriting, your headline should grab people's attention and then encourage them to click and read on.
As you learn to become a better writer, focus on the things your leads will see first. Like the headline.
If you are in the top 10 on Google and your headline is clickable and attractive, it doesn't matter whether you rank # 1 or # 4 as you will continue to attract organic visitors to your website. As a rule of thumb, a successful SEO copywriter creates the headline before moving on to the body of your article or blog post.
Note: Headings that convey a specific message or idea are best for search users. Headlines with numbers are always winners, according to Conversion XL. If it makes sense, include a number in the heading.
Several authority content websites use numbers in their headings. Three out of five Lifehack posts have headlines that use numbers. Sites like Inc, BusinessWeek, Mashable, and Upworthy understand the psychology behind numbers.
Headlines with numbers are also typically shared more often on Facebook and Twitter. For example, one of the most popular posts on HubSpot is a Number headline.
Generate article ideas: If you're stuck and don't know what to write about, you can use the Inbound Now tool to generate blog post / article ideas before hiring that SEO copywriter.
There are several resources available for writing clickable and shareable headings. As a demonstration, let's write some new headlines in three popular industries: small business, fitness, and relationships.
Clickable and Optimized Headings for Small Businesses:
- 7 Small Business Trends That Are Affecting Your Sales
- How to start a small business that customers will love
- Small Business Funding: How to Earn $ 20,000 in 60 Days
SEO and user-friendly fitness headlines:
- 10 training secrets for women who work
- Best Way To Lose 10 Pounds After Pregnancy
- Personal Trainer Kits: Become a Certified Personal Trainer
Well-optimized and catchy headlines on "Relationships":
- 3 fun ways to get your ex boyfriend back
- How to renew your love life with your spouse
- What does it take to have a fabulous wedding?
Analysis of search engine results: Let's say we search for "save money" on google. You can see that most of the search results are SEO friendly (and target a keyword), but some of the headings themselves are not attractive to the user. Adding a long tail to the title can be helpful for those with specific inquiries.
New and seasoned SEO copywriters strongly recommend downloading Yoast SEO as a WordPress plugin to optimize the SEO copy. Once you've learned SEO copywriting, you'll be able to write content that will both rank high on Google results pages and attract clicks from potential clients or clients.
Note: If you want your entire title to appear in search engine results, keep it below 72 characters. This also increases your click rates.
3) content
The content itself is an essential element of SEO copywriting. The main reason people search Google and other search engines is because they are looking for useful content. Search engines also feed on fresh SEO content, which is why you need to consistently update your website.
Marcus Sheridan grew his swimming pool company from fewer than 10,000 to 80,000 monthly visitors; Within 6 months, he increased his organic traffic by blogging 2-3 times a week.
When Marcus started using long-tail keywords on his blog posts, everything changed. He said that "within hours of writing an article with specific keyword targets, we were on the first page of Google".
If you want to write the best content that ranks well on Google, you need to target keyword phrases. Avoid keyword filling or over-optimizing. Ideally, include the keyword in your headline, but make sure it is easy for your readers to read.
The Google Panda 4.1 update is designed to punish "thin" or flat content by preventing lousy content from being high on Google. A typical blog post or article should be at least 1000 words long. It's not all about length, however, as some detailed articles are still struggling to rate and maintain their position on Google results pages.
Before writing your SEO content, it is important to understand your reader. Then down the niche and focus on a specific problem that the reader is struggling with. Dare to solve this problem with your content – that's another goal of combining SEO and copywriting.
Every piece of content you write needs a compelling introduction. The introduction is the part that comes right after the heading (and the sub-heading if you include one in your content). Your introduction should include at least one of your targeted keyword phrases, especially a long-tail keyword.
However, it's important to understand that modern SEO copywriting has gone beyond targeting and keyword placement. The best approach now is to write content that deals with the intent of keywords. You will find out later …
4) meta description
Use meta descriptions before you write your content and again before you publish it to aid search engines. Meta descriptions help search engines and searchers understand what the topic is and why your targeted keywords and phrases keep appearing in the content. This is where SEO companies make their money just because they understand it.
Moz noted that the meta-description is the HTML attribute that gives search engines a "concise explanation" for the content of your page. The tag is attached to it
section on your website. This is the code example:
Google uses the meta description on your page as a snippet when users search for keywords that are relevant to your page. This snippet copy will determine whether or not you will get clicks, regardless of how high your rank in search results is.
For SEO purposes, the meta description should be 150 to 160 characters long and typically look like this in Google:
Note: If you own a WordPress blog, you can install the All-In-One SEO Pack plugin and use it to set up your title, meta description and relevant keywords. If you are new to blogging, this guide will help you set up the plugin.
How to write meta descriptions that will grab people's attention and rank well on google?
Step 1: Understand keyword intent. Keyword intent is the primary purpose or reason for keywords (whether seed or long-tail keywords).
For example, let's say you're a social media consultant and want to attract customers to your company. Then your primary keyword might be "Social Media Expert Advice".
When potential customers type this keyword into Google Search, what do you think they are really interested in?
What they want is clear – a social media expert with advice on how to take their online or brick and mortar business to the next level.
Maybe they want more Twitter followers, more engagement, or tips on how to get more leads. Your meta description needs to be relevant and address them.
Step 2: Once your article or blog post has been written, the next step is to write your meta description. Swell Path recommends following this checklist:
To demonstrate this, let's implement the tips by writing two meta descriptions that are SEO friendly and relevant to our target audience.
a) Start with a question: Are you looking for knowledgeable social media tips to get new leads, convert visitors into customers, and improve your brand? First, set yourself a specific goal.
Length – 141 characters.
b) State the Obvious: Many companies have given up social media marketing because they don't know what to do. All you need is expert advice that has led to success.
Length – 148 characters.
Note: You don't necessarily need to include your exact keywords in your meta description, especially if it isn't working smoothly. I've seen a lot of websites without the main keywords in Google's top 10.
5) Keyword Frequency
The frequency of keywords is the number of times your selected keywords appear on the webpage.
For example, if your target keyword is "Best London Hotels", how often does this exact keyword phrase appear in your article with more than 300, 500 or 1000 words? In contrast, keyword density refers to the ratio of “London's best hotels” to other words on the same page.
Keyword frequency and density are no longer as effective as they were before Google started rolling out frequent updates. However, they are still important components of SEO content. Avoid on-page optimization mistakes such as keyword stuffing, over-inserting keywords, and header tag stuffing.
However, keyword density still affects organic ranking to some extent. According to Brian Dean, keyword density / frequency is one of the 200 ranking factors which means you should still consider this. But don't go overboard.
Here's what Brian Clark had to say about it:
The only way to tell if your keyword repetition is super or spammy is to measure that frequency against the total length of the content. A keyword density greater than 5.5% can result in guilty of keyword filling and Google penalizing your page. You don't have to pointlessly repeat keywords to optimize them. If you do, you will likely get the opposite result.
Use the SEObook Keyword Density Tool to check your keyword density.
6) Page links
Links are the basic building blocks of your website. One of the 10 things Google knows to be true is that "there is always more information out there".
Page links tell Google that you're connected, sociable, and that you have useful content that other people can access. This content can be your own or from another author or website.
Linking to websites and pages from other government agencies is an indication that you value what other people create. Google will reward you for being in sync with your mission: to organize the world's information and make it widely available. A good marketing team would highly recommend making an appropriate link.
What copywriters usually do is find appropriate keywords, research accurate dates, and then use both to create compelling content. For this reason, copywriting is one of the fundamental factors in search engine optimization.
The rules for linking to other websites are not set in stone. There are also no hard and fast rules for internal linking. However, as a smart online marketer looking to get great results on the search engines, you should:
- Link to relevant pages inside and outside your website in your introduction
- Link to more detailed instructions or content on your page or other websites
- Link with the appropriate anchor text that naturally flows with the content
As I said earlier, these rules are not set by Google or any other search engine. Understanding your target audience and creating the best content that will solve your readers' problems means you don't have to worry about keyword density, page links, and social signals as these come naturally.
Remember that the goals of extremely useful content include thousands of social shares, comments, leads, customers, and sales. This is your job as an SEO copywriter.
SEO copywriting tools and resources: To fully understand and implement SEO copywriting best practices, you need tools and resources in place. Here are some that I recommend:
Unsuck-it: This is a free web app that will help you keep your words, sentences and paragraphs flowing smoothly. You can replace jargon with funny words in five seconds.
RhymeZone: Many people love to read poetry and admire poets. Use this handy tool to make your copy attractive to the right audience.
Readable: With this simple tool you can optimize your content for 7th to 8th grade. This ensures that a wider audience can enjoy your content and click the headline when it appears on the Google results pages.
Live keyword analysis: Use this free SEO tool to accurately calculate the keyword density ratio for any piece of content.
Kill the writing pad: I can only recommend this tool to generate creative ideas for your next blog post.
Fast sprout: Find out why you're not getting enough traffic from Google, even if your long-tail keywords are ranking high.
EMC headline analyzer: How much does your headline address the emotions of your readers? I recommend this free tool to analyze your headline and give you a score.
Google's 200 Ranking Factors: The Complete List – This one is self-explanatory.
For a list of other resources and tools useful for SEO copywriting, see Writtent.
Optimization points for writing texts: Search engine rankings cannot be predicted no matter how well your knowledge is, as Google is constantly updating the ranking algorithm. If you plan on hiring an SEO firm to make a copy of the CEO, you find that this too is subject to a changing game.
However, there are steps you can take to increase the likelihood that your website will appear on Google for relevant searches. Let's examine these factors:
Title tags: Knowing how to write title tags for search engine optimization is a good idea. Here, too, Yoast SEO can help. The title tag is a meta HTML tag, like the meta description we saw earlier. It's like the title of a book. This is the first thing that will appear in Google search results.
The title tag should be a concise and accurate description of your website. Google will show 50 to 60 characters of your title in search results. Don't just write about the length, write titles that fit your brand.
Moz strongly recommends that the optimal format for your title be: Primary Keyword – Secondary Keyword | Brand name
For example: Learn CSS Online – CSS Formatting Tips | WebDesignClub
Heading tags: The heading tags are marked with h1 – h6. The heading tags increase your font size and make it stand out. When you write content, it should be well structured for readers.
Optimize your title: This is one of the most important things you can do to make sure your title is ranking on Google and attracting an audience. This screenshot of the Moz resource on title tags can help you optimize your titles effectively:
Write useful content for people
Words are powerful. Words drive engagement. If you can put words together to create valuable content, your audience will love you for it – and they will stick with it. There is no alternative to writing great content.
The number of blogs that produce fresh content every day is growing all the time. Remember, duplicate content, keyword filled content, and poor quality content will not help your target audience. This is not a good strategy for SEO content and cannot be emphasized enough. It won't do anything to improve your organic ranking either.
A study shows that while your content is useful, it needs three additional elements to drive organic traffic:
- Optimize for many keywords with many searches
- Gain an adequate number of trustworthy backlinks
- write about an evergreen idea / topic
In this way, Brian Dean was able to increase organic traffic by 110% in 14 days.
Keyword research
Keyword research is still required. The most important aspect of a keyword used by search users is intent. Before you can write great content that solves a specific problem, you need to know what each keyword stands for.
Don't forget to pay attention to the keyword classification. In other words, understand whether or not search users want to buy a product.
There are two important classifications of keywords: informational and commercial keywords.
Information keywords: The main reason people search with these is because they want useful information without having to pay for it.
Information keywords are usually "how-to". Hier ist ein Beispiel von Ubersuggest:
Von den sieben Schlüsselwörtern in dieser Liste beginnen fünf mit einer Anleitung.
Diese sind informativ, da die Suchenden wahrscheinlich nur an kostenlosen Artikeln, Videos, Blog-Posts und Lektionen interessiert sind.
Als SEO-Texter können Sie nützliche Inhalte zu informativen Keywords schreiben, erwarten jedoch nicht, dass Leser zu Kunden werden, da die meisten von ihnen nicht kaufen möchten. Verwenden Sie stattdessen informative Schlüsselwörter in Ihren Inhalten, um ein Publikum zu fördern, sie einzubeziehen und Ihre Marke aufzubauen.
Kommerzielle Schlüsselwörter: Kommerzielle Keywords zeigen eine Kaufabsicht. Diese Schlüsselwörter zeigen normalerweise "Verzweiflung" des Suchers. Sie wollen schnell Lösungen – z. B. "10 Pfund in 3 Tagen verlieren".
Die Person, die nach kommerziellen Keywords sucht, wird wahrscheinlich ein Produkt kaufen oder sich in eine E-Mail-Liste eintragen, die sie schließlich in Kunden umwandelt.
Die Tatsache, dass jemand ein kommerzielles Keyword in Google eingegeben hat, bedeutet, dass die Person bereit ist, Maßnahmen zu ergreifen. Kommerzielle Keywords enthalten normalerweise bestimmte Präfixe und Suffixe, z. B. Bewertungen, Kaufen, Bestellen, Überprüfen, Vergleichen, Vergleichen, kostenloser Versand, Beste, Schnelle usw. Sehen Sie dieses Beispiel in der Gewichtsverlust-Nische:
Beispiele für kommerzielle Schlüsselwörter aus dieser Liste sind Gnc-Produkt zum Abnehmen, Gnc-Produkt zum Abnehmen, Herbalife-Gewichtsverlust-Produkt und Herbalife-Produkt zum Abnehmen.
Hinweis: Wenn Sie Inhalte zu kommerziellen Keywords schreiben, besteht das ultimative Ziel darin, nützliche Informationen zur Verwendung des Produkts, seinen Vorteilen und Funktionen sowie zur Installation bereitzustellen, falls dies erforderlich ist.
Sollten Sie auf Keywords abzielen? Ja. Google verwendet weiterhin Keywords, um festzustellen, worum es auf einer bestimmten Webseite geht. Seien Sie vorsichtig und vermeiden Sie eine Überoptimierung.
Ich verfolge einen dreistufigen Plan, wenn ich Keywords in meinen Inhalten ausrichte.
- Ich füge das primäre Schlüsselwort in die Überschrift ein. Zum Beispiel, wenn mein Schlüsselwort lautet: Optimierung der Conversion-Rate. Meine Überschrift könnte lauten: "7 Möglichkeiten, wie die Optimierung der Conversion-Rate für Sie funktioniert."
- Ich verwende alternative Schlüsselwörter in der Einführung, Meta-Beschreibung und Titel-Tags. Beispiel: Wie können Sie Ihre Conversion-Rate mit jedem Blog-Beitrag, den Sie schreiben, am besten erhöhen? Sie wissen, wie wichtig dies ist, insbesondere wenn es so aussieht, als würden Ihre besten Inhalte keinen organischen Datenverkehr, keine sozialen Anteile und keine Verkäufe generieren.
- Ich schreibe natürlich, um meinen Lesern zu gefallen, und füge dann absichtlich das primäre Schlüsselwort in die Schlussfolgerung ein.
Geschichten erzählen
Als SEO-Texter kann Storytelling Sie von anderen abheben, weil Menschen gute Geschichten lieben. Wenn Sie Ihre Markengeschichte in Ihren Blog-Beitrag, Artikel oder Video einbinden können, werden Sie mehr Aufmerksamkeit erregen.
Brand Storytelling ist nichts Neues. Mehrere Marken haben es in der Vergangenheit verwendet und tun es immer noch. Laut Kristen Matthews können Sie den Leser maximal beeindrucken, wenn Sie in Ihren Inhalten natürliches Geschichtenerzählen verwenden.
Ich habe die Geschichte erzählt, wie ein Ferrari mir eine Million Dollar eingebracht hat. Ich schrieb auch einen Blog-Beitrag darüber, wie ich mit 162.301,42 USD für Kleidung 692.500 USD verdient habe. Bisher wurden die beiden Beiträge mehr als tausende Male auf Facebook, Twitter und Google+ zusammen geteilt.
Ein gutes Beispiel für eine erfolgreiche Markengeschichte ist The Lego Movie. Laut Marcus Sheridan, der auch ein großartiger Geschichtenerzähler ist, "verkauft Lego überhaupt keine" Blöcke ", sondern Möglichkeiten."
(Lesen Sie die ganze Geschichte hier: Das beste Beispiel für Brand Storytelling aller Zeiten: Der Lego-Film.)
Mit anderen Worten, Ihre Geschichte sollte anderen die Möglichkeit zeigen, die gleichen Ergebnisse zu erzielen. Your story shouldn’t be about you alone, however. Instead, find a way to make it appealing to your target audience.
That’s when brand storytelling will help improve your organic ranking, traffic and sales conversions.
Use Humor
One of the reasons why you should write with humor is to keep the reader/audience engaged. You can also infuse humor to simplify an uncomfortable or controversial topic.
SEO copywriting is not just about writing useful content that solves a particular problem in a boring manner. Your content also has to excite your readers.
They should be excited to click your headline, read the introduction and then move slowly down the body. That’s what it means to write persuasively. If you can do that, it doesn’t matter what you create: people will love it. Whatever you highly recommend, they will buy.
Here’s an example. A professional blogger and public speaker who usually adds humor to her content is Marie Forleo. Each of her video intros always entertains me.
Use Case Studies
Case studies are one of the 15 types of content that will drive more traffic to your site. Case studies can make for powerful content. I’ve seen them rank in Google’s top 10 several times, because they’re highly useful.
A study at Content Marketing Institute shows that B2B buyers prefer case studies and research-based content.
If you consistently write useful and detailed case studies, your major long-tail keywords will start showing up in Google’s top 10 for relevant keywords.
Case studies usually explain what your products and services are. A good case study will show the experiments, research studies and interviews that you conducted, as well as the results that you got. An SEO firm can help in analytics but isn’t absolutely necessary.
You can share any type of case study, even ones that didn’t get the results you hoped for. If you want to create a valuable and optimized case study, this screenshot will guide you:
Keyword Research for Content Creation
The first five sites that come up in a google search get 67.6% of the clicks.
More than 66% of all clicks go to the top 3 search engine results. If you want to tap into this rare opportunity to rank in the top 5 positions, then you should learn keyword research best practices.
Long-tail keywords are the best way to go in modern SEO because top brands are not targeting those terms. And, if you can produce good content while naturally targeting these types of keywords, you will definitely dominate the search engines.
SEO isn’t complete without keyword research. That’s part of how you determine the mindset and intent of your target audience. Long tails help define that mindset.
In niche marketing, picking the right keywords is the most challenging aspect of building a profitable niche site.
Once you’ve chosen your topic, it’s time to find relevant keywords in that industry. Let’s find keywords for “waterproof digital cameras.”
Go to Ubersuggest. Plug the topic into the search box, then click “Search.”
Here’s what the search returns:
- Search volume – number of searches the keyword has during a month
- SEO difficulty – estimated competition in organic search
- Paid difficulty – estimated competition in paid search
- Cost per click – average cost per click for a Google Ad
You’re also provided an overview of what it takes, on average, in terms of backlinks and domain score, to reach the first page of Google for the keyword. This is located above a chart displaying the keyword search volume over the past 12 month period. Pay close attention to any dips in traffic. For this particular keyword, it’s natural for volume to drop off during the fall and winter months.
As you scroll down the page, you’ll find a list of long-tail keywords that we can optimize our content for:
From this list, “best waterproof digital cameras” is a good choice, as the search volume is still high enough to move the needle.
Optimizing content for search robots: Search engine robots or web robots (e.g. crawlers, spiders and so on) are programs that constantly scour the web.
When a Google spider crawls your web page, it’s looking for fresh content. Some people even say that spiders/crawlers feed on fresh content and will reward you for freshly updating your site regularly.
However, understand that when Google spiders index (add your fresh content to their search database), they’re only interested in the meta tags (title tag and meta description).
More importantly, they want to know the keywords that you’re targeting. This helps Google determine the industry your content will benefit, e.g., health, business, small business, internet marketing, etc.
For best results, you should optimize for search robots like this:
- add the primary keyword in your title tag and meta description
- add alternative keywords in your introduction and make sure that it flows well; if the keyword doesn’t flow well, ignore it and just write naturally.
Keywords like “best seo web design NY” won’t work in the title tag, description and content. The best approach is to use the keyword naturally, like this:
How To Find The Best SEO Firm and Web Design In NY
On-Page SEO Copywriting
On-page SEO doesn’t have to be tedious or complicated. A lot of posts have been written to address this topic.
Elements that add value to your site, such as internal links, are very important.
You control 98% of what happens within your site.
That’s why Google pays attention to your web pages and measures the engagement, bounce rate, retention rate, and social shares.
The foundation of an effective SEO campaign is what happens in-house (on your site). In other words, pay attention to how you target your keywords, which anchor is used to link internal pages, meta tags, etc.
This on-page optimization infographic from Backlinko will show you what matters when it comes to creating SEO-friendly content pages.
Off-page Optimization
In today’s digital marketing, the public determines how relevant and useful your content is. And, Google uses off-page factors to gauge the authority and value of your content pages.
Generally, you can’t control what happens outside your site. For example, you don’t control who links to you and you don’t control the quality of sites that choose to reference your work.
If you’re smart, you can use off-page SEO techniques to build a solid brand online and increase organic traffic.
According to Chris Ainsworth, the 5 proven off-page SEO strategies that work well are:
- Build and engage a raving community through social media
- Expose your business and take advantage of local SEO
- Instill brand confidence through business reviews
- Promote local citation and Name/Address/Phone (NAP) consistency
- Link building through blogging, guest posting, competitor link analysis, blog outreach, networking, and dofollow blog commenting.
Getting People to Act Through SEO Copywriting
The final piece of the puzzle in this in-depth article is “persuasion” — the ability of your copy to drive people to action. This isn’t difficult, because there are many high-quality resources and tools that you can use.
Copy is written to sell a product, service, or idea. It all begins with selling yourself, because you’ve only got a maximum of 30 seconds to sell yourself and leave people wanting more.
One of the ways to push people into action is to highlight the key points of your content or topic using bullet points. Before you write blog posts or articles, Vivian Giang recommends you list 3 or 4 strong benefits that you will cover. This is very important, as it also helps you create powerful headlines and paragraphs.
Derek Halpern, founder of Social Triggers, a giant SEO firm, combines the power of psychology and copywriting to produce compelling content. He also employs the same strategy on his landing page.
Create Irresistible and Valuable Headlines
Columbia University recognized headlines as the most important element of copy. They advise that you think like a reader and write the headline first. The headline should target a keyword and also look attractive.
Let’s craft more clickable headlines, using some of the results in Google. When I search for “diet plans,” here are the results I get:
The screenshot above shows the headlines showing up at #1 and #2 in Google for the keyword “diet plans.”
Original headline: Weight Loss & Diet Plans – Find Healthy Diet Plans And…
Here’s a much better headline: The Best Diet Plans To Help You Stay Fit
Original headline: 28-Day Fat-Burning Diet and Meal Plan | Muscle & Fitness
Let’s make the headline more compelling and useful: 28-Day Diet Plans That Will Help You Burn Fat
BodyBuilding.com has compelling, catchy headlines that are the right length (50 – 60 characters) and target a particular keyword.
Have Clarity of Purpose
Getting clear with your copy, blog post and message is very important. Wider Funnel increased their conversion rate from 10% to 277%, just by implementing clearer call-to-action buttons and reducing the number of form fields.
When you write content for your blog, focus on one idea and write your post to address a challenge, solve a problem or explain a complicated issue.
According to Success Consciousness, here are some of the ways that you can achieve clarity of purpose as you write your content:
- Know exactly what you want, before you write it — e.g., How to Save $100 in the Grocery Store.
- Use the word “you,” when writing for B2C customers and “we,” when your recipients are mostly business organizations.
- Research accurate data that are relevant to your topic. This study by Conversion XL shows that using a data-driven approach and creating infographics that have accurate data points will improve social shares.
- Target 2 – 5 keywords in a blog post and ensure they read naturally. See an example below. If you read it aloud, you will notice how the keywords flow smoothly with the rest of the content.
Conclusion
I’ve used these SEO strategies to increase my blog’s traffic by 206%. Even if you don’t achieve the same growth rate, by following these SEO copywriting strategies you are more likely to absolutely generate more traffic, improve your brand, and fall in love with content marketing.
If you want experts to help you with SEO for your website, we’re here to help.
What’s your take on SEO copywriting? Do you think it’s a major factor for online content marketing success?
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