SEO copywriting refers to content that has been optimized to appeal more strongly to a targeted audience. The content is optimized using keywords and search engine algorithms. The content is interpreted by Google while also being the content that you want your audience to read. Essentially, when you create online content, you need to write for Google and for your audience.
Most people mistakenly think that copywriting is for ads, but this is not the case. Copywriting can help you achieve higher rankings in search engines too. When you combine copywriting with SEO practices, you get content that is well-written and compelling and racks up key search engine ranking signals. The rankings you want to collect include more backlinks, low bounce rate, number of social shares, and average click-through rate.
The content is just as important as SEO. If you write for SEO only, the text can sound robotic and very technical. Your content needs to be optimized for keywords but also be written for real people. The best website rankings and success with reaching your target audience will come with writing for both Google and your users.
SEO Copywriting and UX Signals
UX Signals is all the rage right now. Google is evaluating website content in terms of bounce rate, time spent on a site, and pogo-sticking. When content has positive UX Signals, it will rank much better on search engine results. On the contrary, bad UX signals can result in your site losing ranking.
The structure of your content influences the UX Signal. You want to create content based on what people want. Udemy is a platform that offers thousands of online courses and is a great place to start when creating your content structure.
- Search Udemy for a keyword that your blog is about.
- Pick a course with a lot of reviews
- Look at how many people have enrolled
- You now know what people are looking for with regards to the chosen blog topic. You can look through the “curriculum” section of the course to identify a structure to base your blog post on.
Add “Bucket Brigades”
After a person lands on your site, one of two things happens. They either leave right away or they keep reading. When they stick around, Google recognizes it as a great page and boosts the ranking. The opposite happens when people leave your page. You can keep people from bouncing by adding “bucket brigades”.
Bucket Brigades are an old-school technique that was typically used for sales letters. But, they can be adapted to work for SEO too. Ending sentences with a colon is one example of a Bucket Brigade. Identify a spot in your content where a person might decide to go back. This is where you add a Bucket Brigade. Ideally, you want to add 5 per post. Some classic Bucket Brigades include:
- You might be wondering:
- Here’s the deal:
- Want to know the best part?
- It gets better:
The APP Method
The APP (Agree, Promise, Review) method is another tactic to keep people on your page.
Agree: This is an idea that a user will agree with, showing that you understand their problem. For example, emphasizing that your tips actually work.
Promise: This is when you give them a sneak peek at a better world, by telling them how what you are offering has helped you.
Review: Tell the user exactly what is in store for them and the value they will get from continuing on with the post.
SEO Copywriting Strategies
Adding keywords is one strategy, but there is more to SEO copywriting. There are advanced strategies you should also use to get higher search engine rankings.
Tag Modifiers: These are words added to the title tag which help rank for long-tail keywords. To do this first locate a page that has a short title tag. You then add one or two modifiers such as review, fast, guide, tips, easy, simple, guide, or “how-to”. This will instantly give you more search engine traffic.
Add LSI Keywords: These are Latent Semantic Indexing keywords that you want to add to your content. These are basically closely related words that help Google understand your page. You can find appropriate LSI keywords by doing a search for your current keyword and look at the “searches related to” section Google provides.
Boost Organic Click Through Rate
Improving your CTR is one of the best ways to increase organic traffic to your page. Proven ways to increase your CTR include:
- Add Emotions: Studies have found that emotional headlines lead to high CTR. This is especially beneficial for social media posts. You want to create title tags with some emotion but take care not to go overboard.
- Beef Up the Meta Description: The description is not always displayed in Google results, but it is still worth creating a strong meta description.
Question-Based Title Tags: When questions are included in title tags, CTR is higher. Take care not to add too many questions.
Create Your Own Keywords
Research has shown that the creation of keywords leads to more backlinks and increased views to a site. One of the most popular keywords to use is your brand. You can go one step further and brand your strategies and techniques. Making them keywords only offers more opportunities to increase organic traffic. These new keywords will also create more backlinks, as viewers link to you each time the concept is mentioned.
To create these new keywords, you have to have a concept, approach, or strategy. Once you do, give it a name. Then, you need to promote it heavily. The more it is out there, the more likely it will become a keyword. Mention it in guest posts, talk about it on a podcast, or create a YouTube video about the strategy or approach.
Advanced SEO Copywriting Strategies
Beyond the tips and strategies already discussed, there are a few favorites that can help you get the rankings and traffic you want. These advanced SEO copywriting strategies, tips, and techniques are your path to creating successful online content.
Compelling URLs: Shorter URLs are shown to correlate to higher Google rankings. Even better is when the URL contains the keyword. You want to create a short, keyword-rich URL. If you already have longer URLs in place, it is not advised to go change them as this can cause technical issues. Just be sure to use this new approach with future URLs.
Click to Tweet: It is no secret that social media and sharing gets you noticed. Social sharing buttons are a great way to do this, but you can do more. Click to Tweet buttons can get you more shares for each post you publish.
Add Snippet Bait: This technique helps you get sections of your content to be a Featured Snippet. These can be placed anywhere on the page, but work best when placed near the top. Snippet Bait will give a quick answer to the question your users are trying to answer.
When creating content for your website, content is just as important as SEO practices. You need to write for Google and for your users. These tips are a good place to start to help you get the best content and the posts that everyone will want to read and share.