When we make content for our websites, we usually do it for one major purpose: to attract traffic from Google. But although many of us share this common goal, only some succeed at actually achieving it.
Wondering what separates the successes from the failures? Usually, the difference between those who get traffic and those who don’t boils down to one particular aspect: SEO copywriting.
Below, we’ll dive into what you should know about SEO copywriting and how to implement it well on your own website.
Why Is SEO Important?
We’ve said it before and will say it again (even in this AI era): Search engine optimisation (SEO) is key if you want to rank on Google.
This process makes your site more attractive to search engines, making it easier to start showing up on Search Engine Results Pages (SERPs). The higher up on SERPs your site appears, the more traffic you’ll get to your site. And the more traffic that lands on your site, the more opportunities you have to convert that traffic into a lead or a sale.
What Does SEO Copywriting Mean?
But none of that is possible without SEO copywriting.
With SEO copywriting, you’re expanding your company’s visibility on SERPs by using keyword-optimized content.
Besides integrating keywords seamlessly (rather than stuffing them unnecessarily), SEO copywriting appeals to human users and addresses their pain points. You’re providing them with the answers they’re looking for when they head to Google by writing in a way that Google can understand. Doing so helps match your content to the person who needs it the most – your target audience.
Tips for Search Engine Optimisation in Copywriting
Use the Right Keywords
You need to know what your target audience is searching for on Google before you can make content that will start to rank. And simply guessing at these keywords is not enough – you need cold, hard facts to back that keyword research up.
Countless SEO programs can help with this part of SEO copywriting. We prefer UberSuggest’s paid version since it’s easy to use while providing comprehensive data. Generally speaking, choosing keywords that have high search volume, but low competition, is where it’s at. The more difficult the competition is, the harder it will be to outrank the more established content pieces already on Google.
Use Captivating Meta Descriptions and Headings
Your heading and meta description are great spots to include your SEO keywords.
The meta description is the short snippet of the page that’s presented to the user in the search results. As the first thing that people see on SERPs, it’s the initial impression that you get to make on your target audience. It’s basically the dangling carrot that encourages your target audience to visit your website.
Your heading is visible on both the SERP and the web page itself. With the average attention span being the same as a goldfish (only six seconds!), this heading needs to be top-notch. Like your meta description, it should include your keywords and be engaging.
The longer a visitor stays on your site, the more opportunities you have to rank higher on Google. A great way to keep website visitors around longer than they initially planned is to create lots of engaging content throughout your site that’s hyperlinked internally.
The result? An increase in the Average Time on Page (a web analytics metric). This is one of the analytics metrics that Google analyzes when ranking websites. It’s calculated by dividing the total number of web page views by the total time on a page, then deducting the number of exits.
According to this report, the Average Time on Page across all industries is 54 seconds. But even if you meet that benchmark, your Average Time on Page is contextual – it depends on your website type, your industry, and numerous other factors.
Use Call to Action (CTA) Buttons
Even the most engaged reader needs a little nudge in the right direction toward a conversion – and that’s what CTAs are here to do.
Call to Action (CTA) buttons (icons with actionable phrases) can add huge value to your content if not overused. Instead, make them short, sweet, and enticing so that people are encouraged to go ahead and click them.
Another tip is to write CTAs in the first person. “Book My Free Consult!” versus “Book Your Free Consult!” can help the CTA be up to 90 percent more successful! Help your target audience clearly see – and identify with – what happens if they click the CTA button.
Use the Right Length
Unfortunately, there’s no magic number to hit when completing SEO copywriting. But in most cases, longer articles (a minimum of 1,200 words) rank higher on SERPs.
However, it’s important to note that Google has stated that they don’t use word count as a ranking factor. So then, why’s it important? Because longer content entices keeps visitors around longer on your site (thereby improving the Average Time on Page) and gives you more opportunity to include keywords.
Most importantly, increasing the content length helps you provide more value to your reader. The more value you provide, the likelier the user is to convert into a lead or sale.
The Best SEO Copywriting Tools
Can’t hire an SEO copywriter – at least not now – but still want to create great SEO copy? The following SEO copywriting tools can help:
UberSuggest – As mentioned earlier, out of the many available keyword research platforms that are available, we prefer UberSuggest. It’s user-friendly and can complete site audits and track how well your keywords are ranking.
BuzzSumo – This awesome website provides content ideas and shows what’s trending the most on social platforms. See what content your competitor is publishing that’s ranking well, and find the best platforms (besides your website) to post your content.
Grammarly – Trust us, the paid version of Grammarly is well worth the money! Not only does it offer over 400 types of spelling, punctuation, and grammatical checks and features, but it also provides vocabulary enhancement suggestions, detects plagiarism, and more. This may not be a traditional SEO copywriting tool, but keep in mind that industry authority is built with great content that’s free of errors.
Headline Analyzer Tool – We regularly use a couple of great headline analyzer tools when creating SEO copy for our clients (and ourselves!). In a matter of seconds, you can see where improvements can be made to create a more captivating title. Remember, you’ve got six seconds or less to make an impression – make them count by creating an eye-catching headline!
In a Nutshell: Why SEO Is Important for Business
Sure, SEO’s main goal is to get your content to rank higher than other content on SERPs. And ranking higher leads to more website traffic opportunities, solid leads, and sales. But there are plenty of other reasons for why SEO is important for business:
- It doesn’t have to cost you anything. There are enough costs associated with running a business, but SEO copywriting doesn’t need to cost you anything other than your time.
- It keeps you competitive. A website without SEO copywriting may as well not even exist. It won’t stand a chance at competing against your competitors and showing up on page one of Google SERPs.
- It establishes authority. SEO copywriting plays a role in helping your site build trust and credibility with your target audience.
- It provides a better user experience. Google wants to give the best user experience in fewer clicks, quickly and easily. Having SEO copy that includes the right keywords can ensure your content reaches those who need to read it the most.
So there it is: how to make your copy count with SEO copywriting. The key takeaway? You can have the most attractive website – but nobody will read it without effectively written SEO copy.