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.
A solid web design is the basic necessity for any business looking to increase its online exposure. Whether the website of a business functions as a presentation of services, an infomediary, or an online store, an SEO-friendly web design is essential to maximize its marketing potential.
Without SEO, even the most visually-appealing, creative, and content-rich websites will not receive the amount of visitors it deserves. For this reason, SEO-friendly web design is critical during the initial stages of development. Below we underscore some of the crucial steps to creating a good website by using the best practices of SEO-friendly web design.
1. Thorough Keyword Research
Any search engine operates on the basis of indexing and searching keywords present on many different websites. Finding the right keywords for any venture and focusing on them in the content means that the search engines will more easily access the site and then more often present it in their search results.
In this step of the web planning process, everyone must balance out the need to go global with the necessity of staying focused on a clear topic. A very broad website that features many different kinds of content will probably receive less attention from the search engines than a website which targets a clear group of topics.
2. Staying Accessible to Search Engines
Many times, a business will be offered a very dynamic and responsive web design, possibly through the use of Flash programing language. Although Flash offers this option, at the same time it brings many problems to the search engine bots (also called crawlers) which automatically index any new website.
If these find parts of the website inaccessible or unreachable (or even the entire website), they will simply leave it, which defeats the entire purpose of the endeavor. Instead, using regular HTML code, even the newer generations like XHTML, will not provide difficult a challenge for the search bots. Ensure your web design is SEO-friendly for crawlers, before having to either go back to the drawing board, or invest in website optimization services.
3. Being Accessible to the Visitors
In the modern world, only a fraction of visitors to any website come through regular desktop or laptop run browsers. A big portion of search engine queries comes from mobile devices like smartphones or tablets. In the coming years this trend will only continue to grow as more and more people start to use them. A website must be designed so that it takes this fact into consideration, and it should be easily accessible on any of these devices to boost its SEO-friendly web design.
4. Integrating Social Media
A modern SEO process must be aware of the incredible potential of the social networks like Facebook, Twitter, Reddit, Pinterest and many more. A web page which was shared on these networks will also receive a boost in the search engine rankings due to the fact that it is clearly popular amount large number of users. Having an online infrastructure which easily allows sharing, tweeting or pinning is the necessary base for this important segment of any SEO-friendly web design strategy.
5. Incorporating Rich Media Content
A website is not only built from words. Any successful website also includes images, videos, sound files, or any other kind of rich media content. Although search engines cannot listen to podcasts or watch YouTube videos, they can read their titles, alternative text, links, and descriptions. These should be carefully written and they should also follow the same keyword optimization as the rest of the website.
Today, getting recognized and indexed by big search engines like Google, Bing or Yahoo is of paramount importance. By using these guidelines, any website can greatly benefit from a design that is both appealing to the visitors and very SEO friendly to search engines.
An optimized web presence will produce many possible benefits while a weak one will only provide an illusion of owning something which doesn’t fulfill its potential. SEO is one of the key avenues, and a solid web design is the portal.
Content marketing is an effective communication strategy that involves the creation, sharing and publishing of content, for the primary purpose of increasing a brand's visibility as well as to build a brand's reputation and web presence.
When done correctly, content marketing can lead to an influx of high-quality inbound links as well as an increase in organic traffic as well. Let's take a look at how content marketing can help to increase organic traffic and some tips to utilize when it comes to formulating an effective content marketing strategy.
Said in simple terms, once you understand what the key components of content marketing are, you will be able to see how it can help to increase organic traffic. You can also leverage content marketing to support various aspects of your SEO strategy, social media marketing efforts, and the optimization of your web presence. Therefore, let's take a look at 5 basic steps that an ideal strategy should consist of.
1) Create An Audience Persona
The first thing you need to do is to create your audience personas. This is due to the fact that your content needs to be about things that your ideal audience would love to learn about. As such, before you even contemplate the possibility of creating your content, you need to figure out who you target buyers or audience is. Basically, what kind of person do you want to read your content?
2) Define Your Personas' Common Search Terms
Once you have created your buyer persona, or in essence have gained a good perspective of the type of people that you want to read your content, you need to create a SEO-focused keyword list that is based off your audience's common search terms. Why? Because optimization of your content (or SEO) is how you get organic traffic from content marking. A good rule to remember is this:
- Your target demographic searches for something.
- You create content for which your target demographic is searching.
- With SEO best practice, you brand can get more organic traffic.
3) Determine the Type of Content That Your Persona/Audience Loves The Most
Once you have determined some good topics for content that you can create that relates to your audience's most common search terms, you need to determine the best type of content to utilize to increase engagement. Remember, the type of content that you create should be based off the needs of your audience.
Meaning that, if your audience performs search terms that are related to installing a laptop hard drive, an article may not suffice, but rather a video. Alternatively, if your audience wants to learn about 20 different ways to increase their productivity, they may find an article that they can go back and re-read, to be more valuable than a video.
When it comes to determining the ideal type of content that you should be focusing on, some of the questions you should keep in mind, include:
- What is your audience search for through Google?
- What is your audience's intent behind their searches?
- What are the problems that they are trying to solve?
- Which type of content would encourage them to either, click, stop or consume?
4) Develop A Personality That's Attractive To Your Audience
Every successful brand has their own unique personality and style. If you think about it for a second, you more than likely gravitate towards people who are like you. In the same breath, people will gravitate towards brands, that portray a personality or style of their own.
As such, not only do you need to figure out what your audience needs, you need to figure out how they like it styled. This takes some content marketing creativity but will ultimately help shape your voice and tone in your work.
5) Demonstrate Some Consistency In Your posting Frequency
At this point, you have gained some perspective on who your audience is, what they want and how they are going to receive it. Now, you need to figure out how often this is going to happen. Some tips to consider when it comes to doing just that, include:
- Take a look at "Curata's Content Marketing Pyramid," it can give you some great insight as to how frequently you should be posting, based on your content type.
- Determine how frequently you should be posting based on your audience's behavior, i.e. when are they the most active?
- Create a calendar and schedule your posting.
SEO is all about understanding keywords in a particular market and audience, and how to properly apply those keywords to a site's content. While content marketing is producing interesting and valuable content, and distributing it to drive traffic to your business, SEO is more focal to keyword usage and copywriting.
Both are different, but when you combine the two strategies the results would be simply amazing. For SEO and content marketing, effective web content and copy are the junctions. In the processes of writing and optimizing your website content for SEO, the following SEO copywriting tips can prove to be highly effective.
Step 1: Know Your Target Market And Audience
Content marketing makes content to the target market. For an effective SEO content, it is mandatory to know the audience. Then only you can create content and map content. Google Analytics is the best source to find the group of audience for the particular market.
If you have zero experience with Google Analytics, perform a research to familiar with it. Google Analytics gives you the demographics of website traffic and tells about audience. If once you know the audience and their language, you can start writing content for them. Or you can hire a proficient SEO company, such as Atlanta SEO company, CaptivateSEO.com.
Step 2: Organize Content Strategically Across Your Website
Create a sitemap and content structure for your quality web content. You should group them by theme and organize with main categories and subcategories. it is better to group content with categories rather than dumping them on a single page. When people are redirected to your website from the search results, they are to be engaged and they should like to come again.
So, you need to concentrate more on mapping content and categorizing them. Just imagine the site Amazon without the subcategories.
Step 3: Match Your Content With The Search Results
Search Engine Results Page is important for all main pages. So, optimize it in a most interesting way and that must be exactly matched with readers expectations and search queries. You have to provide rich text to google, then only it will recognize your site as the way you thought.
Find the related keywords for your category. You use the keyword planning tool of Google. It will help you find the keywords surrounding your category and subcategories. Researching keywords is very important to know the reputed Google search queries. You can make use of these keywords to make content belong to your category.
The true method to make your website to come first on search results is creating content that are rich with keywords highly searched. You will get traffic when people search the exact terms. Your website will be given first preference for the search queries. This is the foundation to web presence SEO.
Step 4: Know The Basics Of Formatting On Page Text For SEO
Once you finished your work on creating categories and subcategories and sitemap for your website, then it is the time for thinking about populating each with quality content. If you are maintaining your old website, then rewrite and reformat the content to make it SEO friendly. This is particularly important in doing SEO audits for ecommerce sites Follow the basic tips step but step carefully.
1. Use H! tag for formatting title of the blog post. Search engines search for H1 and H2 tags only. Google easily reads the content and titles that are formatted using H1 header file. All other text must be smaller than header file.
2. You are advised to add introductory text for each content for your page. The page description and keywords along with header is important for engaging readers with your website.
3. Google will consider your site as a high quality site and helps to engage reader with your content.
Step 5: Know Basic Rules For Formatting Images For SEO
It is very important for the effective website content to add images like you add formatted headings for text content. Here I shared the important techniques for optimizing images for your content. This points are originated from SEO blog.
1. Using plain English, create alt description and and an image title for each image.
2. Except the logos, use jpeg or png format images to save load time. Also, adjust the size and quality accordingly.
3. Try to use unique and new images so that visitors can find your site uncommon.
4. Add strong and engaging content for all image captions, if you prefer them.
5. Use each image exactly for which it is defined. For example, don't use logos for infographics.
This is just the tip of the iceberg for effective SEO copywriting and content marketing. Stay tuned here at OrganicSEOCopywriters.com to learn more.