Brilliantly-written SEO copy can boost your visibility and make your business stand out. To a great extent, quality content is important for your website. A lot of people have no problem crafting a satisfactory copy. However, SEO content creation is an arduous task for most people. Getting creative when it comes to writing for websites and blogs is easy, but when it involves combining known SEO strategies in the copy it becomes very challenging. This is why most offline copywriters have little success writing online copies.
Seasoned copywriters will tell you that it takes more than a well-sculpted write-up with all the bells and whistles to make a copy SEO-friendly. A well-written copy is not enough to give you the SEO recognition you need. Using the proper strategies and understanding the nuances, a mediocre copy can exceed your top-notch piece in search engine ranking for a common niche and that wouldn’t be fair, would it?
Daily Posts know that to be a fact. Years of experience in SEO content creation have given us the knowledge and the edge to deliver premium SEO writing, which not only appeals to your target audience but will skyrocket your search engine ranking.
To the uninitiated, words like SEO, RankBrain and SERP all sound like some foreign, high-tech argots. SEO is an acronym for search engine optimisation, which is a way to optimise your website so that search engines will understand it better and give you a higher ranking.
SEO writing is a style of writing that helps websites become more visible to search engines. A properly-written SEO copy with suitable content appears in the first few pages of search engine results when that topic is searched.
It is the dream of every web page to be on the coveted first page of any search engine. SEO writing is methodical in its approach by using relevant keywords to improve your rank in search engines like Google, Bing or Yahoo. Achieving higher search engine visibility means you will increase the traffic to your website, which is the goal of every business.
SEO writing is very tricky, especially for copywriters who write mostly for offline audiences. They may write an excellent web copy, but it will not rank high in search engines or get the readers to convert because they do not know how or where to incorporate SEO into their copy. This post will teach you the fine art of SEO content creation.
You have to know that these tips will not instantly shoot you to the top of search engine results. If it were that easy, everyone would be on the first page. With constant practice and dedication, there will be a remarkable increase in your ranking, however.
Keywords are ideas and topics that define what your content is about. It could be a single word or a phrase which searchers enter into the search engines. These keywords or key phrases serve as a bridge which connects you to people who are in need of your products or services. You cannot talk about SEO without talking about keywords.
By tying in SEO to web analytics data using keyword tools, you can observe certain keywords which have great conversion rates for which you rank only on page number 2 on Google and with the right tweaks and modifications to your keyword usage and choice, you can lift your rank to the top 3 spots on the first page, where most clicks go.
You have to be careful in choosing a new keyword for your copy and try to use the keywords which your target audience use in describing your product in your copy. You do not want a confusing keyword which will bring traffic from the wrong audience to you.
For instance, if your copy is about clothing for a formal ball dance and your keyword is “best ball attire”, chances are the copy will rank high for footballs and basketballs and attract visitors who want outfits for sports events when your copy is actually about the formal ball dance. Here are some tips on how to choose the keyword that is most suited for your copy.
Keyword research is a basic SEO principle every copywriter ought to master. It is important to use keywords specific to your service and location. Before you pick a keyword, use keyword tools to know the search volume and competition for the keyword before you make your final decision.
Trying to increase your ranking is not an easy feat especially if you are trying to rank for a popular keyword. Some keywords are too competitive and not worth your time, while some have low search volume and are not popular. In your quest to avoid ubiquitous and hackneyed keywords, it is imperative that you do not pick unknown choices.
It may be too competitive to rank for the keyword “football jerseys”, but it would still be futile to try and replace it with “attires for spherical ball sports” since no one uses those words to search for football jerseys. The trick is to know which keyword to go for, but it’s best to stay away from the competitive ones and find an equivalent that is not entirely unpopular.
This is one question that you may face as you try to pick a keyword for your copy. Singular keywords, or head keywords, are usually preferred to long-tail keywords because they have a higher search volume. However, the chances of ranking high for a singular keyword is often slim. Long-tail keywords are more specific and will bring your target audience, who are going exactly for your product, closer to you.
Long-tail keywords provide better communication between you and your prospective clients. Take this example: if the keyword for your copy is “coffee table”, your web page may never make it near the top for any search engine result for coffee tables because the competition is just too much. This is especially true if you are a small business. What are your chances of beating big business websites like Ikea and Amazon in a coffee table search on Google?
However, if your keyword is “solid oak coffee table” you have a higher possibility of ranking for searches including these words and will invariably attract consumers who search for these key phrases.
Of course, you will draw less traffic with a long-tail keyword than you would with a head term, but the upside is the traffic you pull in will be more eager and easier to convert, and more interested in your services. At the end of the day, wouldn’t you prefer to rank on page 1 or 2 for a long-tail keyword than be on the 11th page for a popular keyword?
It is not enough to throw around keywords in your copy. There are some basic rules you have to stick to while using keywords in your copy. You have to know where and when to use them and how many times to use them before it becomes keyword stuffing.
Find a way to work your primary keyword into your headings, subheadings, titles, captions and image alt text for your images. Your title should combine details about your services and the keywords people use in searching for the particular service. Mentioning your keyword in your headings and about 3 – 5 times in your text is enough to avoid keyword stuffing.
Your title tag and meta description are possibly the first interactions a visitor will have with your copy on search engine results. Therefore, include long-tail keywords in your meta descriptions and title tags, especially the H1 tag.
If you do not provide an adequate meta description for your service page, Google will use text from the page as the meta description. In most cases, the automated texts used by Google as your meta description is not interesting for the visitors and they will skip your page for a more interesting page.
It doesn’t stop at adding your keywords in your headings and title tags. Also, include them in your URLs. Keyword-friendly, or speaking URLs, make your copy and web page unique to the search engine with a unique URL. Also, lengthy URLs filled with numbers look like spam and visitors are wary of them. Keyword-friendly URLs makes it easy for the visitor to know what to expect when they click on the URL.
For instance, a copy with the URL www.example.com/keyword-friendly-urls/ is more SEO-friendly than one that reads www.example.com/blogpost33336?/
Including alternatives of your keyword throughout the copy helps Google know that your page is actually talking about that keyword and will increase your rank not just for the keyword, but for other related search terms. For instance, if your keyword is “cheap hotel”, you could include variations such as “pocket-friendly hotel” or “low-priced hotel”.
Anyone can write compelling content, but only copywriters with search engine optimisation expertise can craft great content that still implements SEO strategy to increase website traffic. No matter how great your content is or how innovative your website design is, if it does not attract visitors then it is failing.
However, before you try out these useful tips to boost your ranking, is your website SEO-friendly to begin with? When it comes to improving SEO of your copy and, by extension your website, an often-overlooked tip is that it is also important you develop an SEO-friendly website at the fundamental level. Most web owners don’t think about SEO until after having a website designed and these sites end up lacking on the SEO and digital marketing front. If your website is not SEO friendly, it would be difficult for you to apply these tips to boost your SEO writing.
Many SEO agencies and specialists are of the opinion that the length of your copy does matter. Posts with over a 1500+ word count will rank more readily as search engines will take your variations of keywords to make your copy turn up in many search results. Search engines often favour thorough copies of at least 2000 words because they give more value to the readers.
However, do not go and plump up your copy to reach this limit. A short post with superior quality will still rank higher than a substandard article.
Even though you are encouraged to make your copy sizable and informative, long and bulky descriptions are sure to bore your visitors. Always remember that most visitors do not read content online. They merely scan or skim through. Less than 20% of texts are actually read by web page visitors.
If your copy is too lengthy and tedious, a high number of visitors will leave moments into entering your website. If this happens repeatedly, Google takes notice and crashes your visibility for that keyword, pushing your ranking way down.
As mentioned earlier, most people do not have the patience or the attention span to read through long posts. They end up skimming it to get the gist and leave almost immediately if they find it boring or dense. Make sure your description and all of your service pages are easy to skim through.
Your copy should be organised in a manner that is aesthetically pleasing and professional at the same time. Use broken paragraphs with compelling subheadings and avoid thick paragraphs and bland subheadings. Your copy should have a standard structure with catchy headlines, list titles, bullets and paragraph headers to arrange it. Create clear headlines and utilise white space and write in a clear, natural style.
Your headline is the first thing that catches the attention of a new visitor and if it falls short or disappoints, you will lose a lot of visitors. 8 out of 10 people will read headlines, but only 2 out of 10 will finish the rest.
People leave a web page within 10 to 20 seconds, so do not alienate a potential customer with fancy words and the use of vernacular that only a select few would understand. Visitors do not come to your service page to learn new words or to measure how well you can write, so stay away from complicated words and replace unknown words with simpler synonyms.
Most visitors will likely lose interest and leave if they have to wade through jargon and long paragraphs before they can get to the point of your post, therefore, write your descriptions using simple, generally-understood words that your target audience will understand and identify with.
An expert copywriter knows it is important to include high-quality, stock-free visuals where necessary. Sometimes, a visual representation of your subject is more effective than long paragraphs of words. High-quality visuals could be images or video clips. Images can be optimised for search engines by adding the keywords to the file name and alt attributes.
Having the images on your copy show up first on Google image search will bring more visitors to your website. Also, alt text is important for SEO since it is through them that search engines can understand what an image is all about. This is why it is important to include keywords while naming alt texts.
Ensure your copy is unique and not a duplicate of information already on the net. It doesn’t matter if the material you copied was gotten from your previous posts on your website, it is still considered bad practice. Search engines frown on plagiarism, be it self-plagiarism or from others and they sometimes penalise duplicitous content by yanking them off their search results or not letting them rank.
It is important to know what tone to go with while writing a copy. How you write is as important as what you write. Whatever product or service you provide should match the tone of your copy. It could be quirky, creative, professional, sombre, clear or happy. Whichever route you decide to take should depend on the type of audience you serve.
For instance, it would not be appropriate for a copy of a funeral parlour to be written with a happy tone. The visitors and potential clients are not necessarily happy at that time. Likewise, a copy for event planning should not be written in a sombre tone. A happy or excited route is the best way to go.
At all times, try to not sound too formal. A more conversational tone works best and makes the visitors feel you are talking to them and not at them. If your visitors have a positive user experience, they will likely come back, thereby increasing your SEO.
Avoid typographical and grammatical errors. People often think it is not a serious problem since “everyone makes mistakes” but research has shown that 74% of web users pay attention to the quality of spelling and grammar on company websites while 59% of them will avoid doing business with a company that makes obvious spelling or grammar errors.
Not all mistakes will be caught by the spellchecker in your typing software. Therefore, you have to carefully go through your copy or ask an editor to proofread it before posting. Use tools such as Hemingway App and Grammarly to edit your work before publishing.
Understanding how to increase the SEO your copy is not just about knowing what to write. You have to also know how to monitor your website ranking and SEO progress. This will help you know where exactly you need to make adjustments instead of blindly making changes without knowing if they are actually fruitful.
Using some analytical tools and software, you can monitor organic traffic to your site, monitor search engine rankings, track your conversion rates, know your bounce rates, know what keywords are bringing people to the site, check your search engine rankings, etc.
With this information, you can improve and optimise certain parts of your website and know how to monitor your growth.
You are encouraged to get other websites to add links to your website as they boost your rankings. However, it is imperative you use links from trusted websites. Focus on getting links from high-quality websites which are recognised by search engines. One link from a notable website is worth more than 10 from spammy, unknown websites. Also, ensure that the websites you get links from are relevant to your industry.
Before you get a website to add your link, check the strength of the domain and also be sure that the website does not have adverts or links to adult or gambling sites and does not contain or promote illicit activities. A way to get these links is by writing for article directories, guest writing for these blogs or websites in exchange for getting their links and sending out press releases.
While trying to incorporate SEO writing into your copy, there are some mistakes that can hurt your ranking, which is the exact opposite of what you are hoping to achieve. Be on the lookout for these errors and try to avoid them.
Keyword stuffing is the practice of loading a web page with selected keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. This may have worked in the past, but the algorithm for search engine ranking keeps changing as GoogleBot gets smarter so it does not work anymore, rather it creates problems for the website and will eventually lead to a decline in your search ranking. Blatantly repeating keywords in your copy, headings and even URLs in a bid to catch Google’s attention will mostly end up backfiring as it filters keyword-stuffed pages and removes them from their search list.
Aside from Google blacklisting keyword-stuffed pages, most users will see through your ruse and leave if the content is not appealing enough on its own.
Focusing on you rather than the reader
While trying to learn the ropes in SEO writing, you may forget that your priority should always be the user, not you, the search engine robots or SEO. Writing a copy should be less about you, and more about the visitor. Even as you try to incorporate different SEO strategies in your content, do not neglect to address the client and their needs.
A way to correct this is to go through your copy and if the pronouns “I, me, we, us,” are higher than “you and your”, then you may need to re-write your copy.
Neglecting user experience
You cannot talk about SEO without mentioning user experience. They both work together. SEO content creation is not only about being found by search engines. Over the years, it has evolved into creating user-friendly content.
User experience (UX) is about focusing on the user, therefore, websites that adequately meet the needs of visitors have a better chance of landing on the first page of search engine results. If search engines notice that visitors always bounce back to search results after clicking on your service page, they assume your site is not giving them what they want and, if this continues, they rank you lower.
This is why it is important to monitor your bounce rates, so you can know how often your visitors leave immediately after entering your site. This will help you pinpoint the source of the problem; whether they have found your post inadequate or they had a tough time loading your pages. Armed with this information, you can proceed to correct the problem.
Your goal should be to create entertaining, user-friendly copies that will offer a great experience for the users and also generate more conversions; bearing in mind that the better your UX, the higher your search engine ranking.
Using one copy for different media
Another common mistake is writing a copy for a particular medium and using the same for other media. Assuming you are writing for one, when actually you are writing for the other, can lead to unnecessary errors in your copy.
A copy written for the web should not be used verbatim for print or for promotional emails. There should be some modifications. Always be sure where your copy will be published before you start writing. If the content will appear in multiple media, create different versions for each medium.
Using pictures directly from search engine results
Like written texts, most images are protected by copyright laws and using them without permission could bring about legal troubles. To avoid unnecessary squabbles, take your own pictures and screenshots or use visuals from high-quality stock image sites like Pixaby, Shutterstock and Flickr.
If you must use a picture that is not yours, give adequate credit by mentioning the image source.
Leaving out the CTA
A call to action creates a sense of urgency and ultimately tells your audience how to respond to your marketing piece. It makes it easy for them to take the necessary action and compels them to act. The call to action is perceived by many as the most important part of your copy which tells the reader what to do and how to respond to your marketing piece. When it is omitted, the entire piece loses its authoritativeness.
Knowing how to compose a compelling CTA improves the efficiency of your copy and contributes greatly to the success of the content.
If your content is an exact copy of what is already on other websites that have a higher domain authority and more trust than yours, Google will ignore it. As was mentioned earlier, your website will be considered low quality and may be kicked off search listing pages, critically reducing your visibility.
To avoid this, ensure your copy is unique. When writing about a product, avoid using the manufacturer’s description. This is because multiple retailers will also be using those same generic or pre-written descriptions. As a result, several websites may have similar, or the same, content. Try to be original and, if you must copy any content, give due credit. Also, run your finished content through online plagiarism checkers like Copyscape to be absolutely sure your work is 100% original.
This is arguably the most underrated mistake made in SEO content creation. After perfecting your SEO writing and crafting an excellent copy, it is useless if people do not get to read it and it doesn’t drive traffic or conversions to your website. This belief that good content will attract readers and rank high solely on its merit is erroneous.
This ‘build it and they will come’ notion has led to a lot of great content being buried in the avalanche of better promoted but not-as-good content. To avoid this mistake, leverage your connections to promote your content through emails, social media, other websites and paid adverts.
Giving up after a short time
Most people think SEO writing is a magic wand that will change their website overnight and they are disappointed and give up when they don’t see instant results. The truth is, SEO writing is like an investment which takes time to pay off.
Do not expect to see changes the first few times you practise SEO content creation. It is all about patience and perseverance. If you give up too soon, you miss out on the long-term rewards. If you keep at it, in due course, your hard work will bring you a steady stream of traffic and potential clients.
Employing black hat tricks to trick search engines
Some people do not have the patience to organically grow their SEO. They rather employ underhanded tricks aimed at exploiting the vulnerabilities of the search engine bots for their own SEO gains. These tricks include keyword stuffing, adding hidden texts and links, click bait, building web rings, guest post scams, paying or buying links, cookie stuffing, negative SEO, and over-optimised descriptions.
These tricks are all aimed at manipulating search engines into giving websites an undeserved ranking. However, search engines have updated their algorithms to keep the search results clean and accurate as possible.
SEO writing is becoming more essential in today’s competitive business. Millions of web users rely on search engines to find solutions and answers to their problems and questions. In this age of e-commerce, search engines are also used by prospective customers to find the ideal product and service for them.
The importance and benefits of SEO content creation cannot be overemphasised for blog owners, online stores and basically every website that hopes to do better and rank higher. Here are some of the numerous benefits of SEO writing. They are enough reasons for you to invest in first-rate SEO content creation.
Like all tough tasks, SEO writing starts with the right tools. You need these tools, apps and software to effectively tackle your SEO content creation and move from a novice to a pro.
It takes a lot to perfectly understand and master the skill of SEO content creation as the set of rules are changing almost every day. It would be almost impossible for you to do this on your own and you run the risk of getting haphazard work when you entrust your copy to half-baked copywriters.
This is one of the top benefits of having a professional SEO copy written for your website because only an experienced copywriter will know how, where and when to insert these strategies to help you rank higher in search engines without losing sight of your readers.
Daily Posts are not only trained in SEO content creation, but they keep abreast of the ever-changing tide of search engine algorithms to deliver top-notch copies that are exclusive as well as compelling, earning you a spot in the sought-after first page. We deliver well-crafted content that improves your ranking in your niche and helps you surpass your competition.