Writers do one thing — write. A good copywriter’s value goes deeper than being able to craft a compelling blog or informative service page. A copywriter plays a critical role in the sales process, their work is present in nearly every stage of the sales funnel — from homepage headlines to landing page product details. Their words carry influence and power.
As the digital space is uploaded with countless pieces of content every day, the need to have sound SEO copywriting grows more important. We all are pretty aware of how SEO is its own language, it requires copywriters to think in different ways — forget right brain left brain, they need a marketer’s brain. Juggling keywords, query intent, headlines, and more, requires a heavy dose of SEO knowledge. However, at its core, good SEO copywriting is centered around always putting the reader first, not the latest Google algorithm update. As a copywriter, your goal should be to attract the attention of an audience and solve their problem or question. If you do this, the algorithm will favor you.
So how do we ensure that our SEO copywriting is doing the best it can in the competitive landscape? Easy… just ask this question — “does this content provide a positive user experience?” Now, how do we deliver that?
Do the Right Level of Research
The number one priority with SEO copywriting is to accurately and thoroughly answer the question or provide the information consumers are seeking to find. This REQUIRES in-depth research, and not just a 15 minute SERP analysis. In order to produce content that is both factually sound and engaging means hours of research into the subject. With research, there is no shortcut or workaround. It requires putting in the necessary time to be a “micro-expert” for the benefit of consumers. If quality research isn’t done, then you’re going to struggle to rank your content.
Invest in Visual Aid
This tip runs somewhat adjacent to copywriting but is essential in today’s blogging, service pages, landing pages, etc. Since our job is to create an engaging user experience, that is often difficult to just do with text — unless you’re reading a novel. Digital copywriting needs to be accompanied by visual media to help support and enhance the quality of the writing. Today’s consumers live in a highly visual internet environment, completely different from even 10 years ago. Supplementing you copywriting with videos, infographics, illustrations, even GIFS, and memes can significantly improve the user experience. The goal is to keep people reading and on the page… visual media can help accomplish that.
Headlines, Headlines, Headlines
On the internet, we get a brief second to grab someone’s attention. Headlines are our one swing at that. Focus on your headline writing, not only to start the piece but throughout. Keeping the reader engaged is easier to do when the copy is broken up with enticing headlines. Be accurate, be creative, and be unique when crafting your headlines — in today’s market, they are all almost overused. Think differently. Think about your audience.
Talk Like Your Audience
This might seem like a given, but people like to read what feels safe and familiar. If your content doesn’t align with how your target audience thinks or speaks, it’s probably going to be a tough road to keep them on the page and engaged. Therefore, channel your inner audience member and use the same language and syntax as they would. Remember good content is about providing a compelling user experience, if they can’t relate to it in some way, then you’re probably going to see higher bounce rates.
Write With Voice Search in Mind
Voice search from a smartphone or tablet has quickly carved out a significant portion of all online queries. The two biggest terms to keep in mind are “how” and “what” when crafting your content. A large portion of voice searches is tailored around “how are,” “how to,” “what do,” “what is,” etc. Therefore, your content should be set up to answer these types of questions if pertinent to your keyword or phrase. Additionally, it’s an old journalism trick to put the most important information first, and that certainly applies to SEO writing too. In your first or second paragraph, give the reader the information they are searching for — and then you can continue on with the supplemental stuff. It just works better that way for everyone involved.