What is seo copywriting? How can it help your entrepreneurial business? How does knowing how to write profitably for the Web relate to good SEO?
There is a lot of content on the Web, even for niche topics, and making your way to the first page, top of the Google mountain is not so easy. You can start by doing a good SEO analysisofthe website and all the pages on it, so you can figure out what's wrong and what's working perfectly.
Having photographed the current situation of web pages, and adopted all good practices, we need to think about how to create content that is well optimized for search engines and interesting to our audience, in line with a good content marketing strategy. To achieve this goal, a discipline comes to our aid: SEO Copywriting.
What is SEO Copywriting?
SEO Copywriting is the set of all those writing techniques that allow you to create text that is suitable for your users and optimized for search engines.
According to the above definition, the SEO Copywriter will need to be able to write effective copy, based on the intended objective, and have an understanding of search engine ranking dynamics. Not exactly easy skills to find in the world of web marketing.
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SEO Copywriting, in particular, consists of two components:
- Web site optimization
- Creating content for the web
#1 Optimization for SEO Copywriting
Before starting with the creative part, you need to know the basic rules ofon-page optimization. The main elements that the Seo Copywriter must improve are:
- Title Tag. This is the title of the page or article (otherwise known as H1). It should contain the main keyword for which you want to optimize the page. It would be good to make a comparison with the choices made by your competitors and see the search trends with appropriate tools (e.g. Google Ads).
- Meta description. It is the description of the content of the page, which is also visible in SERPs. It must have persuasive language, enticing the user to click on the link that leads to your site. This must also contain the keywordschoices for optimizing the page, but it should not be repeated several times as it could be considered by the search engine as a spam tactic.
- Heading tags. These are the tags below H1 (usually H2 and H3, in rare cases H4 is also used) and are used for the titles and subtitles of the various paragraphs into which the page is divided, in a hierarchical manner. This is highly valued by Google and also useful for the user to understand the thread of the argument. Typically, heading tags are highlighted with special colors, larger font size and other special graphic formatting.
- Urls, which should be optimized through the use of the main keyword. They should not contain strange characters (such as accents, apostrophes or underscores) or be excessively long, which is why it is advisable not to use articles, conjunctions and, in some cases, prepositions.
- Use internal and external links. If done in a sensible and relevant way, it will allow Google to understand what the page is about and how it is related to the rest of the Web site in the case of internal links, topic-wise in the case of external links.
#2 Creating content for the web
Another component of which SEO Copywriting is a part is content creation. To write text that is suitable for proper reading from any type of monitor (from smartphones to PCs) and by search engine robots, it is important to follow some rules of good web writing, such as:
- Writing for sailors. No doubt one needs to be able to write correctly in the target language, but in a different way from the type of writing used for print newspapers or books. It should be considered, in fact, that the attention threshold in online reading tends to be lower, and surfers do not read texts line by line, but scroll down the page in search of what interests them. Valuable content will not be that which is particularly polished, but that which has caught the user's attention and, if appropriate, will lead them to share it with new potential visitors.
- Use synonyms. As we have already mentioned, excessive keyword repetition is considered penalizing by Google's robots due to technical issues. Search engines, in fact, prefer natural and unforced writing: therefore, the use of synonyms, with a wide and relevant vocabulary, is preferable. Such behavior will allow the page to enjoy greater authority and, as a result, better ranking.
- Use bulleted or numbered lists. This is a smallness that is highly appreciated by both Internet users and search engines, because it allows for easier reading of the page and makes it easy to find content of specific interest. It also allows you to focus on individual topics, without digressing.
- Use bold, italics, and underline. Variations in styles are appreciated by readers and search robots because they allow them to understand the content of a given paragraph with some immediacy, without necessarily reading it from cover to cover. For the search engine, the use of bold, italics, and underlined indicate what the keywords are; therefore, it is crucial not to overdo it.
SEO Copywriter: a profession?
As anticipated, the figure of the SEO copywriter is highly sought after because he or she combines a good knowledge of SEO techniques with the writing skills needed to know how to attract readers' attention. From a business perspective, being able to rely on a competent copywriter can increase sales through the skillful use of content, so as to enable a climb to the top search engine positions with the company website.
For businesses of any size, it is most important to have well-written content on the Web, so as to attract the reader's attention through informed questioning(Inbound Marketing) and sell more.
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