05 Aug Ofer Eitan Divulge: What is SEO Copywriting (and Why it’s Important in Ranking …
The business landscape is not what it used to be 10 years ago. A decade ago, most businesses generated revenue from foot traffic into their establishments. The ones that got on the world wide web earlier didn’t have much competition as not many businesses had seen the value of having an online presence.
Today, the landscape is different. Every business has to have a significant online presence to survive. And that’s where SEO copywriting comes in.
What is SEO?
Before we hone in on the definition and importance of SEO copywriting, let’s quickly address the elephant in the room – SEO.
So what is SEO?
Search engine optimization, or SEO, is the discipline and practice of increasing the quantity and quality of traffic that comes to your website. To do this, you need to master the 3 aspects of SEO – on-page SEO, off-page SEO, as well as technical SEO.
- On-page SEO. On-page SEO deals with optimizing your website content to increase its chances of being discovered by both users and search engines. This is what SEO copywriting is all about.
- Off-page SEO. Off-page SEO refers to activities done away from your website, yet having an impact on your rankings. This includes examples like link building, social shares, and others.
- Technical SEO. This is the part of SEO that deals with your website’s technical aspects. Examples include crawlability and crawl budget, indexation, and more.
Both types of search engine optimization are important if you’re to rank well. However, when all things are equal on the technical side, it will take your SEO copywriting strategy and skills to give you the upper hand.
SEO Copywriting – What is It?
SEO copywriting is the art and science of creating online content that both search engines and people love. Such content ranks well on search engine results pages (SERPs).
Your website visitors will also find your content both informative and engaging, increasing the chances of your content achieving its goals.
3 Undeniable Reasons Why SEO Copywriting is Important to Your SEO
Why should your business invest in SEO copywriting services?
If that’s a question that has crossed your mind, here are a few reasons to answer that question.
Increases Your Chances of Ranking Well
One reason SEO copywriting is important is that it helps your web pages rank well in the SERPs. This is important as the competition to rank is pretty stiff. Take a look at the screenshot below:
If you’re in the men’s running shoes niche, you have 492 million other results to compete against! But if you execute a good SEO copywriting strategy, Google will value your content enough to deem it worth showing among the top results pages. Here are a few tips to help you in this regard:
Conduct Keyword Research
Keyword research is the practice of discovering the keywords searchers use when looking for a solution or product you provide. Knowing these terms and incorporating them in your content indicates to search engines that your content is relevant to a user’s search query.
While keyword research was easy a few years ago, it has become more difficult as many brands today compete for the same keywords.
Long-tail keywords are made up of more than two words as opposed to head (regular) keywords that feature one or two words. The advantages of long-tail keywords include:
- More specific
- Less competition
Fortunately, there are several keyword research tools around that make this easier for you. While there are many free options, paid versions are usually best.
Understand User Intent
Keywords on their own are useless without knowing why searchers use those specific ones.
This is where user intent comes in.
User intent means the goal or reason behind a searcher using that specific keyword. Some forms of user intent include:
- Informational. When a user is simply looking for information about a product/service.
- Transactional. Transactional user intent is when a visitor is ready to convert. This could be performing any transaction such as opening an account, downloading a resource, or signing up for a free trial.
- Commercial. This is when a user wants to purchase a product/service.
- Navigational. Navigational user intent is when a user wants to go to a specific website. In this instance, the keyword will usually have a brand-specific term.
Search engines are now so advanced that they can recognize user intent and serve up relevant information to users. Proper SEO copywriting focuses on ensuring that your website copy addresses user intent. As a result, your web pages will rank better.
Analyze Top SERP Results
Another tip that will help you create content that ranks well is to analyze content that ranks well. Reverse engineer the top articles/web pages to find out why they perform so well. Check for factors such as:
- Average word count
- Keyword usage
- Number of backlinks
- The website’s authority
This will help you leverage SEO copywriting to create content that stands a better chance of ranking well on the SERPs. Tools like the Surfer SEO Chrome extension make this easier (as in the example above).
Helps Establish Authority
With so many businesses vying for the same audience, it becomes tricky for people to know which brand to trust. SEO copywriting helps establish your authority and increases your trust factor. Contrary to popular belief, SEO copywriting is not just about keyword stuffing – it’s more about providing relevant information. But more on that in a moment.
Good SEO copywriting helps you establish your brand as an authority by following Google E.A.T guidelines. These are some of the ranking factors Google uses to help rank web content. Let’s break down that acronym and see how important SEO copywriting is to meeting these guidelines.
The first letter in E.A.T stands for expertise. A good SEO copywriter helps demonstrate your expertise in their copy. Unlike the days of old when writing for SEO involved creating thin content stuffed with keywords, SEO copywriting has evolved and requires that copy be written at an expert…