SEO Copywriting

Increasing Your Reach Through SEO Copywriting
If you are new to blogging or have had a blog for a while that is not generating the desired traffic, you need to learn how to optimize your traffic for search engines. One of the biggest challenges faced by struggling bloggers is not being able to optimize content for Search Engines to appeal to the audience as well. A lot of writers in a bid to satisfy SEO forget to write content that appeals to their audience. Writing content for an online business or any other purpose must succeed at appealing the audience and solve the problem for which the audience accessed your blog. How do you go about creating content that attracts the audience and satisfies search engines like Google?
What is SEO Copywriting?
Before you can understand what SEO copywriting is, you need to have a clear idea of SEO. In simple terms, SEO is search engine optimization. Remember the last time you typed a search query on Google and got a list of search results? Have you ever wondered why some pages are at the top while others are down below or on subsequent pages? The pages that rank the highest are a result of search engine optimization. Hence, SEO is the method that you can employ to improve the rank of your content on search engines as opposed to competitors’ content. It results from using targeted keyphrases or keywords that your audience is likely to type on the search engine. To optimize your content for SEO, you need to research keywords, select the keyword that your audience is most likely to target, and smartly use the chosen keyword in the content. Google determines the position of webpages in a search result based on two things: relevance and authority. While significance is the smart use and placement of specific keywords in the content, authority is the number and quality of incoming links to that page. An SEO copywriter is a highly skilled professional who crates copy for business promotions, generating new leads, or increasing engagement from existing clients. He does that by tailoring copy in a way that optimizes search engine rankings. As an SEO copywriter, you will produce content that is useful to the audience, targets keywords in a compelling way that the readers or viewers of the content will promote it digitally. As your content is shared on social media, its relevance would increase, and it would get higher rankings on Google or other search engines. In a nutshell, SEO copywriting refers to creating content that is appealing to the audience and is smart in its use of keywords to get better rankings on search engines.
How Do You Plan Keyword Research For SEO Copywriting?
If you are writing content for the web, you cannot just start writing as the first step of your copywriting process. The first step to writing an excellent copy is to research your keywords. Researching keywords is an excellent task in itself. You need to find the specific keywords that your audience might use in their search queries. Before you start your search for the best keywords, you must know why you are writing the blogpost and what questions you will be answering in the blogpost. In addition to this, you should identify your niche market, i.e., the audience looking for the answers you are providing in the blog. Keeping all these things in mind, you will easily be able to develop keywords by which your audience is likely to find you. Thus, you should identify what exactly your audience will type in the Google query box. Moreover, it would be a good idea to have some combination and variations of these keywords as users will probably type in a sentence or a question than a single word. This might sound very overwhelming, but their tools can help you to come up with focus keyphrases and keywords.
  • Yoast Suggest: This is an excellent tool to find keyword expansions in a way that Google suggests. For example, if you type ‘sky’ in the query box, a list of suggestions will open up with words the users are most likely to type next in Google’s query box. Yoast Suggest uses the same functionality by expanding on your keywords.
  • Moz: It gauges how the number of competitors that you might have based on the keywords. Very competitive keywords are probably not the ones that you should be going for as a beginner because you do not have a high-ranking website yet.
In addition to your research, these keyword tools will make it easier for you to search for relevant keywords and key phrases. Once you have a list of keywords that you will use in your blog, you should ideally create an overview or a plan of how, when, and where you might want to use the keywords. Ask yourself these questions:
  1. What two keywords are likely to occur together?
  2. Which keyword is the most important in terms of your audiences’ search queries? Rank relevant keywords as a priority.
  3. How competitive is a keyword? Will your page be able to get a high rank for the keyword? As a new blogger, it is a good idea to focus more on less competitive keywords.
However, all this research and efforts are useless if you do not understand the keyword intent. As mentioned before, search queries mainly revolve around getting answers to questions. Mostly, users have four primary intentions.
  1. They want to find information on a topic.
  2. They want to buy something and are researching the best possible options.
  3. They are looking to buy after completing research.
  4. They are trying to access a specific website.
Not all of your keywords will have the same intent, and hence, you need to work out the kind of intent that applies to your keywords and then match those intents with the search intent.
Writing Your SEO Copy
Once you have the keywords that you should be targeting in your blog posts, and a topic or idea that you will write about, you can start writing a copy that is Search Engine Optimized. Now you will be working in three steps:
  1. Planning
  2. Writing
  3. Editing
Planning Your Content
You have an idea in mind, so what more do you need to prepare? Here your goal is to have a clear idea of the purpose of your article. Is it going to be an informational blog post, or are you going to use humor to attract them to your blog? Will you be persuading them to buy your product or service? The answers to such questions will determine the style of writing, but you are also considering why the audience will be visiting your web page. For example, if your keyword research demonstrated that the audience would visit your web page to buy a product and you write an informational blog, it is not a great match because they have already decided to purchase. Furthermore, you need to know what research and information you will need to write the perfect piece. It will also be a good idea to plan a structure for your essay to write in a flow. We suggest you refer to our blog writing post to get a clearer idea of how to plan your article. Moreover, a clear structure leads to a better chance at a higher Google ranking, which you want from SEO writing. A more explicit structure leads to better ranking because it will temp the visitors to return to the website or become your customers.
Writing Effectively
We’re sure you are exhausted by the research and the thinking by the time you reach the actual writing. We’d suggest taking a few moments to yourself and resting before writing with a clear head. Once you start writing, you might get stuck in the first paragraph, or the article’s first sentence. Don’t worry about it; you can always come back to it after completing the article’s main body.
Turn Off Spell And Grammar Checkers While Writing
If you get distracted by Grammarly working in the background, or if spelling errors and grammatical errors slow you down, just turn off your spell checker and Grammarly. You can go back to your essay and correct all these errors in the proofreading part and focus on the flow.
Finalize A Structure For The Writing And Follow It
Once you have started to write, you will realize the importance of the structure or plan that you made during the planning phase. Make paragraphs according to that structure. State the essential paragraphs first and open each paragraph with the most important sentence. Don’t write long paragraphs or blocks and keep sentence length as short as possible to ensure readability for the audience. Shorter sentences would prevent the audience from getting distracted, and if they enjoy reading, they might revisit the web page.
Avoid Overstuffing With Keywords
Moreover, do not lose sight of the fact that you are writing content that ranks well on Google. Hence, use keywords and key phrases in your text. However, do not try to over-optimize your article by stuffing it with keywords, even where it is not necessary. Have a focus keyword that you use in a compelling heading. Make sure that the title is attractive and not stuffed with random keywords. Google considers keyword stuffing a tactic that lowers SEO rankings; even worse, you can face a Google penalty that removes your page from the search engine results.
Add Links
While writing, do not forget to cite facts or add links to content you think might help your audience. These links can be internal to your website to increase traffic, or they can be external. Linking out to other websites shows that you read and value the content created by others. Google might even reward you with better rankings because your work aligns with their missions on making information universally accessible.
Additional Tips To Improve Writing
Read as much as you can. Read blogs of competitors, read magazines, or anything relevant or irrelevant that you come across. Reading attractive and comprehendible material will help you in writing engaging articles yourself. You will learn how to form better sentences, write better headlines, structure your articles better, etc. Use the inverted pyramid style to put the most critical information first. As mentioned earlier, organize your paragraphs according to what is most important. Don’t write long articles in one sitting. Try to take small breaks to increase focus and improve writing quality. If you have stayed with us so far, you have succeeded in putting a good quality content with keywords and other SEO tactics. However, your work does not end here. You still have one more step to go before you can proudly publish your work.
Editing Your Text
Once you have your first draft ready in front of you, you need to proofread and edit the text before it is ready for publishing. However, before you begin this process, get some distance between the text and yourself. In this step, you will re-read your work numerous times to find grammatical errors, punctuation errors, spelling mistakes, any awkward transitions, or fixing any inconsistencies in the narrative. Keep a few tips in mind while you are proofreading.
  • Read your text slowly and out loud: This would make your voice the focal point of your attention. For example, while reading aloud, you will be pausing at all commas and full stops to identify and run-on sentences or comma splice. Focus on the grammar and correct any grammatical errors that might come to your attention.
 
  • Focus on your structure: Check whether the article seamlessly transitions from one paragraph to another. Try to check your headings and subheading and include your keyword in at least one of them. In addition to this, your titles should also reflect the discussion in the said paragraph.
  • Read line-by-line: Focus on reading each sentence separately. It might help to read backward so that you are isolating the sentence from the context. Isolation sentences might help in identifying errors, especially in punctuation and spellings.
  • Don’t forget to get a second opinion: Having someone else proofread your work will bring many errors to light. Continuously writing and editing can get your brain tired. However, don’t only get your work read for mistakes. Also, ask for feedback as criticism is good and will help you improve your work quality. Ask someone to give you honest feedback, ask them about the idea, the structure, the focus, etc. Ask them whether the point of the article is to communicate articulately or not. Incorporate their opinions and feedback to improve the quality of your work even more.
This brings us almost to the end of the article. You now have an optimized piece for SEO, it has gone through editing and proofreading, and soon you can finally publish it. However, one thing remains, you did all you could for on-page optimization. You used keywords, internal links, and any other elements that add value. However, there is one more thing that you need to do.
Off-page Optimization
If you have developed exemplary content, you need the public or your audience to read it. Google uses off-page factors to determine your content’s relevancy and hence places it on a higher rank if it thinks your content is relevant. Since you cannot control what happens outside of your website, you ensure off-page optimization by employing specific tactics such as
  1. Build a community on social media by trying to interact with your customers.
  2. Ask for brand reviews and publish them to increase trust.
Read this article to get more information onoff-page techniques.
Final Word
These tips and tricks will help you generate more traffic and improve your rankings on search engines if you do it correctly. You need to be open to research as trends keep changing, which means that your target keywords will also keep changing. If you continue using outdated keywords or keyphrases, or if you don’t engage with your audience, sooner or later, you will end up losing your audience to better blogs. You will start reaping the benefits of SEO copywriting once you continuously engage in it and strive to improve writing skills.