SEO copywriting is an underrated yet essential aspect of an SEO campaign. By communicating to both website visitors and search engine spiders, it's the SEO copywriter who balances keyword inclusion with quality and compelling page copy.
Well optimized content instructs a spider on how a website should be indexed, and thus its relevancy to select keyword categories. Just as important, quality SEO copywriting has meaning and value to its readers, and thus attributes to more conversions.
Below we make the argument why SEO copywriting must never be overlooked in your SEO program.
1. Web Copy Lays the Foundation
The central goal of a SEO copywriter is to help a website become more relevant on specific keywords. Creating content in this fashion entails more than just a high volume of keyword inclusion. SEO copywriting is an art of acute planning, structuring, and writing.
The SEO copywriting process begins with breaking down a website, and determining the insides pages that are "optimizable" with respect to certain keyword objectives. Those keywords that cannot be optimized internally may be appropriate as new pages to expand upon, or covered through other online mediums.
Page structure is also essential, such as using a balance of header 1's and header 2's, along with strong tagging and cross-linking with perfect anchor text. These minute details go under-appreciated in the SEO profession. But often times, a robust and informative page with 300 words (or more) of well-structured copy will always have an upper hand.
Well researched and well executed copywriting can present a website to the search engines with precise keyword targeting. Just take a gander at the "Keywords" tab in your Google Webmaster Tools. Keyword relevancy via content is the foundation to SEO. As a result, further optimization efforts, such as link building and content marketing, are way more effective.
2. Strong SEO Copywriting Converts Visitors
Unlike well-versed SEO companies that staff in-house copywriters, often times many SEO firms choose to outsource their copywriting are often delivered the "fluff" content. That is, poorly optimized copy that rants on and on - a group of empty sentences that simple state what is and never seem to get very creative or very specific.
The difference between the "fluff" copy and really awesome copy are words that speak to specific audience through the voice of a specific brand. Great SEO copywriters highlight the unique features and benefits, and communicate creatively to the market. They also write with stealth keyword inclusion.
Conversion-driven copywriting is the result of diligent research and brand immersion. This includes learning about the business and its unique selling propositions, as well as exploring the competition and determining the ideal course of action. Before a SEO copywriter starts writing, it is essential he or she understand how competitive, and thus feasible certain keywords targets are. Good copywriters are able assess the overall strength and keyword potential of a website to gauge the plausibility of achieving a high ranking.
3. Title & Meta Description Prowess
The third reason why SEO copywriting is King derives from the Page Title and Meta Description. These critical elements make up the search listing that users see after submitting a keyword query. In short, the Title and Meta Description serve as the ad copy that sells the webpage.
Tailoring an awesome Page Title and Meta Description is a craft. Only 72 characters of the Page Title are displayed in Google's results, so it is vital to respect both keyword inclusion and the essence of the message.
There are no defined rules to writing the ideal Page Title, however the better SEO copywriters will agree that a concise, compelling, and keyword-friendly title is best. Like tailoring a headline for an article, the central purpose of a Page Title is to define the page in few words.
Meta descriptions are just as important because they supplement users with more information about the page and help support a great Page Title. Solid descriptions hint at what the page is about and how the page can benefit its target audience. And with more room to write, SEO copywriters are able to pitch their listing with additional creativity and allure.
4. Double-Stacks Deliver an Impact
Although overlapped into technical SEO, one of the most powerful tools in SEO copywriting is internal cross-linking. Especially for large websites, such as ecommerce stores with multiple product categories, cross-linking relevant webpages can work magic in the search results.
When two highly keyword-relevant pages are cross-linked with the proper anchor text, the results can display a "double-stack" in the search results. This is when to two listings of the same domain are shown together. A double-stack is significant because it doubles your search exposure while reducing that of your competition.
Although double-stacks are somewhat unpredictable, there are a couple of SEO copywriting techniques that help promote such results. Typically, the two pages being cross-linked must be highly relevant to one-another and the website as whole.
Before unleashing your organic SEO campaign, make it priority to ensure that the copy is spot-on. This means choosing the right keyword phrases and including a proper balance of those keywords in the copy. It also means choosing the right help, and not making the mistake of buying fluff content.
If you plan to optimize your own website, take the time to research highly relevant keywords as well as the competitiveness of each. Targeting overly-competitive keywords that simply sound attractive may be a wasted effort.
Lastly, be mindful of your target audience when you construct your content. Always write with a purpose and always write with a direction.
Writing SEO-friendly page copy can be a creative challenge for ecommerce, but it can also be a fun challenge for some copywriters. Because many poorly-optimized ecommerce sites use product manufacturer copy that's duplicated on many other related sites, the SEO value of their pages is weak. Very weak.
This where the skills of a creative and professional SEO copywriter come into play. This mission behind this professional is to scribe inspiring content that motivates users to take action. In most cases of ecommerce SEO, the desire action is to buy something.
So in this quick post, we're going to fire-off a few conversion-driven SEO copywriting tips that are designed to help ecommerce sites realize greater sales (and of course, greater rankings.) As a result, you're strategy can emphasize conversion-driven SEO that actually generates sales.
We love the word "resonate." As an SEO copywriter (in any context) it's paramount that your writing voice matches that of ecommerce brand. Parallel, your writing voice must also resonate with the target market, which is often related to the ecommerce brand.
A good example of this is backcountry.com. The product description copy that they produce is not only unique, but's entertaining. For instance, take a gander the product description copy for backcoutry's Arc'teryx Sidewinder SV Jacket:
Not that's creative copy, and only about 30% of what's actually on the page. Clearly backcountry.com has a nice budget for SEO and copywriting services.
You don't need to be an expert in consumer behavior psychology to understand the emotional appeal that goes into shopping online. You just need to have a bit of empathy and understand the feelings behind a consumer's purchase. This is often best achieved by asking yourself a few questions:
- Is the product I am writing for a NEED or a WANT?
- How does (or will) a consumer identify with the product?
- Is greater status achieved when the product is acquired?
- Does the product provide personal solution?
- Does owing the product impact an individuals personality or outlook on life, love, and happiness?
Stoking the emotions takes going deep. But when done successfully, your ecommerce SEO-friendly copy can be the captivating message that translates into more sales.
Portray "The Goods"
You can write copy that sounds poetic and beautiful, but if it doesn't portray the product's features and benefits ("The Goods,") then it will miss the mark. This where you become more of an ecommerce SEO marketer than a creative.
Showcasing the product specifications, primary features, and benefits is essential when writing ecommerce SEO copy. Bulleted lists are a great way to achieve this. Additionally, use of tables can make conveying such information a bit more organized and easy to absorb. People want to know if the product is going to fit, so don't leave this important element out of the mix.
Are you savvy SEO copywriting with a few pointers to share? We'd love to hear your input about writing conversion-focused content for ecommerce sites. Let us know in the comments below.
Content marketing is the buzzword that’s sweeping across the marketing world, and yet many digital marketers are still unsure what content marketing is and how to use it.
Content marketing is a creative approach to marketing whereby a business or brand produces their own media with the aim of publishing it to spread awareness, educate, and/or share information. Unlike other forms of Internet marketing, there’s rarely a big pitch or call-to-action at the end.
In short, solid content marketing strategies center on valuable and relevant information, delivered in an easily digestible format to a target audience.
What Does Content Marketing Include?
As a means of communication with limitless creativity, content marketing has no boundaries. If you have an area of expertise, you can use content marketing as a way of sharing your knowledge on a given topic whilst educating your customer. For instance, a restaurant or food company may decide to start publishing articles about nutritional trends, recipes, presentation ideas, etc.
Companies ranging from Microsoft and P&G to your local small business are employing content marketing strategies. As a result, these companies are successfully cultivating greater credibility and trust, as well as building a larger audiences. While these benefits may be ambiguous in terms of measurability, there are ways in which companies can leverage content marketing to generate sales, leads, and other tangible performance metrics.
Can Content Marketing Improve Conversions?
It’s no question that traditional advertising platforms are expensive, difficult to track, and questionably effective. Consumers are not only more intelligent and conscious, but individuals have become more aware of standard advertising and have established mental filters to block out ads and information that doesn’t serve them.
Content marketing helps to replace these traditional advertising mediums by communicating to an audience that actually has interest or need to hear what you have to say. While this may or may not result in direct conversions (depending on the strategy), a company can actualize a number of goals and objectives by fueling other forms of growth (i.e. better search engine rankings, more social media followers, etc.) Content marketing can also fuel SEO and social media, which are two very powerful means of generating quality traffic to a site.
Informative content that your company publishes can provide the message that not only are you good at what you do, but you’re willing to share that information with the customer. It’s this very “being in on the secret” feeling that builds loyalty between customer and company. So, whilst you may not be able to directly measure the number of sales made from this approach, you can rest happily knowing that content marketing is about the long-run: creating loyal customers who are truly engaged with your brand and what it has to say.
Getting Started with Content Marketing
We recommend that if you’re interested in implementing content marketing, start small and highly focuses. Choose a niche topic that you really know about and produce a great, thoughtful, informative, and/or solution-oriented piece on it (i.e. article, video, infographic, etc.) Further, you can optimize and focus your content on specific keywords that will help support your SEO strategy. For example, an electronics retail could produce informative, review-based articles for specific products they’re trying to rank for, such as “Altra Men's Lone Peak 2.5 Trail Running Shoe Review.” Per the latter example, a content marketing-infused SEO strategy can be best achieved targeting long-tail keywords.
Lastly, share the content by any means you have available – Facebook, Twitter, LinkedIn, Pinterest, Google+, colleagues, and other networks that can help increase the visibility of your content. Once your content marketing efforts gain traction, you can start writing and producing more once you know what your audience is looking for (and what’s working.) Just remember, everything you publish should be addressing a specific need or question in minds of the audience.