SEO Copywriting


SEO Copywriting


A critical piece in the SEO process is copywriting. When writing copy for a website, it’s vital that it be search engine friendly. And that means doing much more than simply throwing some words up on your web page. There’s a process and best practices that come into play when writing for SEO.

SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting
SEO Copywriting

What is SEO Copywriting?

SEO copywriting is the act of writing well-crafted content that will rank well in searches. It’s how you get noticed online and it’s what will ultimately drive traffic to your website and convert your audience to paid customers.

But that doesn’t mean that you stuff your copy with loads of keywords in an effort to draw people in. This black hat practice will actually backfire on you. In copywriting, you need to write with your audience in mind, creating compelling text that is valuable. More on this later. But just know that quality content is what will sell your product or service—not flashy website graphics and expensive tools.

SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting
SEO Copywriting

Does Copywriting Even Matter?

Hands-down, yes! The content you provide on your website is probably the most important thing there, by far. It provides value to your audience, it sells your offerings and it demonstrates that you are a professional in your field. But even more so than that, it lets the search engines know that you’re an authoritative voice in your industry.

SEO Copywriting SEO Copywriting SEO Copywriting
SEO Copywriting

Where to Start

We’re not all born writers, and some of us don’t even like writing at all. Your first step to professional SEO copy is to hire a copywriter. Someone who writes for a living can help ensure that your website content is written well and follows some guidelines for quality. This includes using active voice, keeping pronouns consistent, matching your verb tenses and following other grammar rules. A copywriter also has experience writing for the Internet, which can be very different from writing for other mediums.

SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting
SEO Copywriting

Copywriting Process

Good copywriters take some time to get to know their clients. They’ll have an onboarding process, often starting with a comprehensive questionnaire that helps them get to know you, your business and your customers. After all, they need a deep understanding of who they’re representing and who they’re trying to attract with the content.

Copywriting Tricks

Copywriters have a lot of tricks up their sleeves that will help get your website noticed online. Just a few of the things they’ll do include:

SEO Copywriting
SEO Copywriting

Write for your audience

You need to know who your ideal client is and your copywriter will write to that particular audience. Writing for business executives is going to sound much different than content for retiring teachers or college students. When you write to a particular audience, you evoke an emotional response from your readers. One that encourages them to respond and react.

SEO Copywriting

Use subheads throughout

Subheadings are a great way to break up the text on the page, as are pull-quotes, bolded and italicized words and lists. These tricks allow the reader to skim your content and find the information that’s most important to them. And subheads are another place to include keywords, where they’ll get noticed by the search engines.

SEO Copywriting

Write long

We discuss elsewhere the importance of longform text. While your readers won’t read every word (and that’s okay!), the highest-ranked pages on SERPs have over 1,500 words. Your copywriter will write as much information as they can about your topic, without droning on.

SEO Copywriting

Create compelling headlines

Your headline is one of the things that draws in readers. It should contain a keyword, but it should also leave the reader wanting more.

SEO Copywriting

Customize meta descriptions

Some content management systems will auto-create meta descriptions for you. But best practices dictate that you customize those descriptions to ensure that your keywords are present and that there’s a clear message that compels your audience to click on your website on the SERPs.

SEO Copywriting

Provide ideas for layout

Most copywriters think in words, but also have an idea of how those words will lay on your website. And really good copywriters will include those ideas for the website developer and business owner to consider during the development process.

SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting
SEO Copywriting

Calls to Action

What do you want your visitors to do as a result of landing on your website? Is it clear? Do you tell them? Including a compelling call to action is an often-forgotten part of the content puzzle.

SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting
SEO Copywriting

Images and Copywriting

Most people don’t think about images and content going hand-in-hand, but they do. Images can help the words tell your story. Copywriters often think about the visuals that go on the page with the copy, whether they’re pull-quotes, tables and graphs to illustrate statistics, photos that show a geographic region or products or videos.

SEO Copywriting SEO Copywriting SEO Copywriting SEO Copywriting
SEO Copywriting

Beyond Keywords

We know how important it is to use keywords in copy, but if all your copywriter does is use your keywords over and over, your reader is going to get pretty bored—or they’ll never find your site in the first place. That’s because keyword stuffing is a black hat technique that the search engines have gotten pretty smart about.

Be Careful


Hiring a copywriter for your SEO project requires some research and time on your part. A good writer will need some of your time to make sure he gets it right. Provide the most information you can up-front for the best experience, and best content, possible for your website. So take your time during this vital step in the SEO process!

Does Copywriting Even Matter?

Hands-down, yes! The content you provide on your website is probably the most important thing there, by far. It provides value to your audience, it sells your offerings and it demonstrates that you are a professional in your field. But even more so than that, it lets the search engines know that you’re an authoritative voice in your industry.

Compelling, thoughtful text that your audience wants to share shows search engines that people know, like and trust you. Google sees you as relevant and is more likely to boost your position on the SERPs. And when your content is shared, you’re link-building (encouraging others to create links on their websites to your own website content). This is huge for establishing authority online.

And, honestly, if you’re not trying to become a leader online, what are you doing there anyway?

Where to Start

We’re not all born writers, and some of us don’t even like writing at all. Your first step to professional SEO copy is to hire a copywriter. Someone who writes for a living can help ensure that your website content is written well and follows some guidelines for quality. This includes using active voice, keeping pronouns consistent, matching your verb tenses and following other grammar rules. A copywriter also has experience writing for the Internet, which can be very different from writing for other mediums.

When you use a professional copywriter to craft the content for your website, you’re bringing on a team member who knows how to convert your audience to customers. They’re able to dive into what your ideal client needs and demonstrate, with words, how you can help them solve their problems. It’s an art, and it’s not something that everyone can do well.

Copywriting Process

Good copywriters take some time to get to know their clients. They’ll have an onboarding process, often starting with a comprehensive questionnaire that helps them get to know you, your business and your customers. After all, they need a deep understanding of who they’re representing and who they’re trying to attract with the content. Some questions might include:

  • What are your business goals?
  • How important is the written word, compared to verbal messages?
  • How do you deliver your product or service?
  • What is your mission statement and how comfortable are you with it?
  • Why did you start your business?
  • What three words best describe your business?

Calls to Action

What do you want your visitors to do as a result of landing on your website? Is it clear? Do you tell them? Including a compelling call to action is an often-forgotten part of the content puzzle.

Whether you want your audience to buy something right from your website or share the content with their own audience, you need to tell them what to do. It’s not enough to simply tell them what to do. Give them the tools to do it, too. Share buttons, click-to-tweet plug-ins and links to your online shopping cart are a start. But you can also embed forms to your website and create opt-in offers that not only collect emails for your list but that also provide additional content and value for those who opt in.

Whether you want your audience to buy something right from your website or share the content with their own audience, you need to tell them what to do. It’s not enough to simply tell them what to do. Give them the tools to do it, too. Share buttons, click-to-tweet plug-ins and links to your online shopping cart are a start. But you can also embed forms to your website and create opt-in offers that not only collect emails for your list but that also provide additional content and value for those who opt in.

But keep in mind that not every page will have a call to action. If you’re constantly asking your readers to do something, they’ll get overwhelmed and confused—and hop off your website and on to someone else’s.

Images and Copywriting

Most people don’t think about images and content going hand-in-hand, but they do. Images can help the words tell your story. Copywriters often think about the visuals that go on the page with the copy, whether they’re pull-quotes, tables and graphs to illustrate statistics, photos that show a geographic region or products or videos. Images can also include captions with keywords and other information—a great way to boost your page’s word count and also include alt-tags with your keywords.

Ask your copywriter if they include images or image notes with their content. If not, provide a few images of your own to the copywriter to give him or her a better feel for you and your business.

Beyond Keywords

We know how important it is to use keywords in copy, but if all your copywriter does is use your keywords over and over, your reader is going to get pretty bored—or they’ll never find your site in the first place. That’s because keyword stuffing is a black hat technique that the search engines have gotten pretty smart about.

Instead of insisting that your keywords appear X numbers of times in your copy (yep, that happens), let your copywriter do his thing and use another technique—synonyms. You may have heard about these things back in grade school.

Let’s say you’re in the outdoor supplies business. Rather than use your keywords, “outdoor supplies,” exclusively (if that’s what your research determines your best keywords are), try mixing it up a bit. Other words and combinations you can use include:

For “outdoor”: camping, outdoors, adventure, excursion, venture

For “supplies”: gear, equipment, tools, kits, materials, necessities

Of course, your content needs to sound natural and flow well, so you can’t just replace your keywords with any synonyms. Your writer will know how do to this well.

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