Although many of our clients have heard of the term “SEO copywriting”, most are still confused by the concept. Questions that we often get from small business owners include: what exactly does SEO mean? why should I pay attention to it? and how can it be incorporated into my company’s copywriting?
We always tell clients that if you want to get found on Google, you need to pay attention to your website’s SEO. Here’s how to incorporate it into your copywriting – and what will happen if you don’t.
What is SEO?
With over 1.8 billion websites on the Internet, small businesses need to do anything they can to stand out from their competition. That’s where search engine optimization (SEO) comes into play.
SEO is a method used to enhance your website’s content so that people can easily find your site using search engines.
When used effectively, SEO can help your website rank higher than other sites that target the same search terms.
How Do I Complete SEO Copywriting?
When integrating SEO techniques into your copywriting, useful, engaging and valuable content is produced that targets a certain type of customer. The more people that read and share your content on social media platforms and their own blogs, the better your Google ranking will become.
The art of SEO constantly evolves since Google’s ranking algorithms frequently get updated. Besides having a fast download speed, there are six elements that are necessary for effective SEO copywriting:
#1) Captivating Headlines
In only a matter of seconds, your website’s visitors will decide to continue reading past your article’s headline or not. Make sure they do by coming up with an eye-catching, compelling headline that intrigues them to keep reading.
To further increase your website’s click-through rate, keep your headline to under 72 characters. This ensures the entire title will be visible in search engine results.
#2) A Purpose
At one point, crafting effective SEO copy was all about keyword placement. Although keywords can still play an important role in a website’s ranking, it’s more important to create copy that fulfills your audience’s needs.
People use search engines to find answers to their questions or problems. That’s why it’s important to take the time to research and write about topics that your audience wants to know.
Doing so will help search engines produce your website as the answer.
#3) Effective Keyword Research
Complete some keyword research to see what terms your audience is searching in search engines. Including these terms throughout your copywriting can help your SEO results – but do so carefully.
Going overboard and stuffing your copywriting with keywords can actually negatively impact your search result rankings.
#4) An Effective Meta Description
Google produces a list of websites with a short snippet that best matches a reader’s search results. These snippets, referred to as meta descriptions, compel a user to click through to your site or not.
A meta description is comprised of 150-160 characters including spaces or 113 for mobile. It includes a short description of what the page is about and a call to action so that readers are encouraged to visit.
Similar to title tags, if the meta description includes target keywords, they will be bolded in a user’s search query.
Although you may be tempted to duplicate meta descriptions to save time, avoid the temptation. Google will flag these and may use them to negatively impact your search rankings.
#5) Page Links
Google loves when a website includes page links to other information either on your own website or from another website. This shows that your content is valuable!
Try to include page links on your site that flow naturally within the content. If using an outside link, choose to have that website open up in a new window. That way, you don’t drive traffic away from your own website!
Attracting search engine traffic is something that can take a great deal of time and energy. With Google constantly changing the rules for how to effectively integrate SEO into your site, it’s sometimes easier to outsource this task to a professional.