Search Engine Optimisation (SEO) allows your customers to find you online. It relates to specific actions, strategies and techniques that can enhance your visibility on search engines. Customers visit search engines to search for products or services they need. Optimising your content allows search engines to recognise that you offer the product or service and rank you above your competitors. This is the essence of SEO.
On the other hand, copywriting makes sure that once you are found, your website copy or landing page is able to persuade the customer to take the desired action. Both these processes can be combined by a copywriter with the required skills to do so effortlessly. When done properly, they each enhance the other.
Search engines try to present the most valuable content or website (offering a particular service or product) first. Though there are several ways in which they do this, one key method is to observe how readers or visitors interact with a website – factors such as:
How long they spend on the website
What actions they take (call, sign up, buy or closed the page immediately)
Did they find what they were looking for or did they go back to the search engine result page to click another link or rephrase their search?
Are they sharing the page, commenting, or interacting?
Of course, there is more to this complex process, but the point is that some of the important aspects Google really cares about are the fundamentals of good copywriting. However, first you must get Google to pay attention.
SEO copywriting incorporates the right keywords (and variations of the keyword, as well as other techniques) to get Google and other search engines to pay attention. However, it never sacrifices the fact that the copy is first and foremost for humans with specific needs and challenges.
It ensures that copy or content ranks well on SERP for specific keywords or phrases people are looking for in search engines. Also, once visitors find you online, you have copy that is primed to convert and persuade visitors that you are indeed what they are looking for.
If the copy is good, visitors will spend more time on your website and also take actions such as signing up or buying your product or services. They’re also likely to interact and leave comments and share your page. All this helps Google know that your page is indeed relevant to users and provides real value.
However, if you have good copy but didn’t successfully execute SEO, you may end up attracting visitors that do not need your product or services. In which case, good copy won’t convert much if it’s aimed at the wrong audience.
Eeven amongst an audience that may be interested in what you have to offer, expert SEO copywriters know that there is a subgroup who are more likely to buy your product or services immediately, while there are those that are probably still just researching. Good SEO copy tries to capture as much of the high-converting audience as possible, while properly positioning for the other set.
It’s easier said than done though. For brands that can’t afford not to get it right, it’s usually preferable to hire expert SEO copywriters or companies that specialise in it. Effective SEO is hard and rare in itself, whilst effective copywriting that truly converts is also not readily available.
Finding a combination of both is not just invaluable, but also saves you time and effort. The truth is that SEO takes time and you could be waiting for months for the results to start showing.
However, you could also find yourself waiting for months for the results to show, when the whole exercise was badly performed in the first place. Choosing companies with the relevant expertise is therefore a reasonable solution.
Most copies either win or lose right from the start – and so it is with SEO. You either optimise for the right keyword or phrase or you don’t. Both processes deserve special attention and should be preceded by thorough research if you want to do it yourself.
You need to carry out keyword analysis to find the terms and phrases customers use when searching for your products and services. It’s not always intuitive and you shouldn’t assume that you know. Find various keywords you can target, including long-tail keywords where applicable.
Also, research your target audience carefully to understand their needs, challenges, pains, objections to similar problems, why they buy, and so on. Then you can find the right unique selling proposition and weave your copy around it. Your copy and USP should be customer-focused and explain what is in it for the customer and why they should trust you to deliver.
Excellent copy sells first to the heart before the head, because people buy for emotional reasons, then rationalise the decision. You need to be able to do this adequately, using clear and concise language that your audience will understand.
SEO copywriting can be hard work, especially to someone that is new to both the field of copywriting and SEO. However, it can be learned, albeit slowly.
You will need to hone your skill, gain experience and be patient for your efforts to start bearing fruit. Alternatively, you could simply outsource it to a firm with a track record of success in the field.
Regardless, SEO copywriting is worth it and the returns can be massive when correctly executed. Daily Posts can help you get it right from the very beginning. Sign up now to get started.
Search engine optimisation is a huge part of marketing efforts by businesses that are looking to drive sales online and build a presence on the internet. It involves enhancing the content of websites to enable them rank higher on web searches related to their products and services. To reap the benefits of SEO, websites need highly relevant content developed by copywriters who are well-versed in the field.
The job of SEO copywriters is to write content that boosts the search engine ranking of a website. While their job sounds familiar to SEO specialists who are more focused on reviewing, analysing, and carrying out changes in website structure, design, and existing content; they aren’t exactly the same: copywriters are mainly involved in producing original optimised copy for search engines.
SEO copywriters are experts when it comes to understanding the algorithms of search engines – just like SEO specialists – and employing that knowledge in creating highly relevant content that will rank high on SERPs (search engine result pages). The job of SEO copywriters does not end at merely developing content that pleases search engines, they also make sure web visitors find help through their content and are compelled to take desired action.
Content that appear across a website, from blog articles to page descriptions, are developed by SEO copywriters to enhance a website’s relevance to search engines. SEO copywriters also craft other copy like Facebook posts, tweets, guest posts, promotional copy, among others. They also research competitive keywords, entities, product attributes, and content landscapes to drive effective results.
Search engine algorithms, especially those of Google’s, constantly undergo changes in order to deliver the best results to searchers. With this, SEO copywriters are always on the lookout for new changes and how to adjust written content to conform to these ever-changing algorithms to drive results. While these are being carried out, the need to ensure relevance and readability of the content produced is never dropped.
The need for an effective online campaign is crucial to businesses that are looking to drive sales in the 21st century. This is because a large number of leads are now searching for products and services through search engines. Figures show that billions of searches go on in search engines daily, which means that ignoring the role of an SEO copywriter in brand promotion campaigns will see businesses continue to fall behind their competitors'.
These are copywriters that infuse different marketing strategies into search engine optimised content. Their role includes carrying out extensive research about the clients of a particular business in order to enhance copy that can compel them to keep using a brand and also draw traffic through search results.
These writers are mainly involved in crafting copy that can funnel leads to a brand through social media platforms while helping the website gain more relevance on search rankings. From Tweets to Facebook posts, copywriters can leverage social media to boost the ranking power of websites tremendously.
These writers play the role of regular SEO copywriters but are more experienced in developing content for businesses that sell to other businesses. While their written content is enhanced for search rankings, they’re targeted at corporations, CEOs, and other executives rather than consumers. This means that B2B SEO copywriters employ a different language in executing content while keeping it rich with ingredients that can signal search engine algorithms.
Technical copy can be difficult to optimise for both readers and search engines because they require extensive research and understanding of certain jargons. That is why writers with the knowledge of certain industries and expertise in SEO are employed for this purpose. Technical SEO copywriters are tasked with the role of diluting technical verbiage to encourage readability while keeping the message on point and this will be done at the same time as optimising said content for search.
They are writers who develop written content for different website pages from blogs to product pages that are optimised to help the website rank high on search engines in order to attract relevant leads.
SEO copywriters start with a content strategy that details what a website and its visitors need; they work with other SEO specialists; and execute the content by employing their knowledge of search engine algorithms.
SEO copywriting is not just important, but has become the standard today. A lot of businesses now have an online presence, with many more continuing to do so, as the benefits become increasingly obvious. However, whilst simply being online is important, it’s also crucial that prospective customers searching for your product or services are able to find you online.
In the same vein, it’s not enough to be found online. It’s also important that your website or page is able to convince your prospects to take the desired action, whether it’s to make an order, call your business, or sign up for an offer.
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