SEO Copywriting

SEO Copywriting

SEO Copywriting: Copywriting is a vital piece of the online marketing puzzle. After all, without the words to go with the ideas, you’re pretty much at a loss. Copywriting is necessary for search engines, but it’s not just about getting words on the online page. There’s an art and science behind the words you use and how you use them.

Who Needs Content?

Copywriting

If you have a presence online (and you should!), you need content. Content is what drives visitors to your website and what will keep them there. Content provides value to your audience and educates them about your products and services and your industry in general. You can use your website content to teach your visitors about what you do, how you do it and what’s in it for them.

Using Keywords

Again, one of the most important pieces to the science of copywriting is using keywords. Search engines will crawl your website, looking for words on your website that are relevant to a search. If they don’t find them on your website—in your text, in headlines, in alt-text tags—your site won’t appear on search results. So you must identify your keywords and use them within your content.

Engaging Your Audience

In today’s technology-driven, fast-paced society, humans have evolved to have very short attention spans. You have to engage your audience and, once they’re reading, keep them reading! And how to do this will vary depending on your industry. For highly technical organizations, content must be written for the layman. Make it readable so someone and easy to understand—tell a story or use examples to get your point across. Visually, make your content easy to look at by including subheadings, graphics and bullet points where appropriate.

Copywriting Sells

Let’s face it: You have a website because you have a product or services you want to sell to others. Even if you’re not actually selling something, you still want your audience to do something with the information you provide on your website and in your blogs. Quality copywriting includes persuading the audience to do something, getting them to act on your content.

Using Keywords

Again, one of the most important pieces to the science of copywriting is using keywords. Search engines will crawl your website, looking for words on your website that are relevant to a search. If they don’t find them on your website—in your text, in headlines, in alt-text tags—your site won’t appear on search results. So you must identify your keywords and use them within your content.

Engaging Your Audience

In today’s technology-driven, fast-paced society, humans have evolved to have very short attention spans. You have to engage your audience and, once they’re reading, keep them reading! And how to do this will vary depending on your industry. For highly technical organizations, content must be written for the layman. Make it readable so someone and easy to understand—tell a story or use examples to get your point across. Visually, make your content easy to look at by including subheadings, graphics and bullet points where appropriate.

Copywriting Sells

Let’s face it: You have a website because you have a product or services you want to sell to others. Even if you’re not actually selling something, you still want your audience to do something with the information you provide on your website and in your blogs. Quality copywriting includes persuading the audience to do something, getting them to act on your content.

Quality over Quantity

The benefits of quality content far outweigh the quantity on each page (or over your entire website). For optimal SEO, there is a formula that lets us know what the ideal word count is, however it makes little difference if the content is unreadable or doesn’t provide value to the visitor. With talk of keyword density, there’s a temptation to keyword stuff your site in hopes that the search engines will find you. Not only will this make your text unreadable, it’s counterproductive as search engine crawlers can identify when text is unreadable—and they won’t include your site in their list of results. Instead, write your content for those who will consume it: real people.