What is SEO Copywriting?
Search Engine Optimization Copywriting is the technique of writing the viewable text on a web page so that it reads well for the user, while at the same time targeting specific search terms. Its goal is to have the page rank high in the search engines for the targeted search terms.
As well as the viewable text, SEO Copywriting usually optimizes other on-page elements for the targeted search terms. These include the title, description and keywords tags, headings, alt text, etc.
The idea behind SEO Copywriting is that search engines want genuine content pages and not additional pages (often called "doorway pages") that are created for the sole purpose of achieving high rankings. If done correctly SEO copywritten pages typically aren't viewed undesirable by the engines and the rankings they receive tend to be as stable as those that are achieved by other search engine optimization techniques.
Why utilize SEO Copywriting?
Website copy that is not optimized, more than likely, will not rank well in the engines for targeted keywords, which can result in minimal traffic or irrelevant leads. SEO copywriting helps in optimizing a site in such a way that:
- The optimized page ranks high on the search engine results for the desired targeted keyword phrases.
- It succeeds in bringing quality (read targeted) human traffic to a site and generates more potential for sales.
- Is intended to bring long-term 'free' traffic through 'natural' search engine rankings since good copywriting is generally immune to fluctuations in search engine algorithm shifts.
Key Elements of SEO
SEO copywriting is the art and science of combining valuable content, readability and structure and formatting. Balancing these key elements will not only optimize the content for the engines, but will also optimize the users experience while visiting the site.
Providing the reader with valuable content gives them the opportunity to learn, experience or clarify a product, service, position or opinion. Key factors in creating "value" in content include organization, a high level of detail, a birds-eye view, reader perspective, usability and specific calls to action.
The content must provide the reader with "news they can use". The overall reader experience must take into account a variety of different levels of knowledge/proficiency with the topic. Here's where defining and organizing thoughts come in. Start with a bird's eye view of the Who, What, Where, When, Why and How, then expand into greater detail on a point by point or step by step basis.
The readability of the content is also very important. The user must be able to understand the copy. A good rule of thumb is to write for the reader first, then make a second and third pass for the search engines.
As important as content and readability is to the user, structure and formatting is important to the engines. Search Engines are becoming smarter about assessing the "value" of content, but they still rely on a variety of distinguishable factors such as title, description and keywords tags, headings, alt text, etc. which are outlined below in the tips section.
SEO Copywriting Tips
Know What the Web Site Is All About - Before starting SEO copywriting, determine the web site's target audience. Once the target audience is known; the keyword selection process should come naturally.
Identify and Select Keywords - Identify which search terms or keywords the target audience uses regularly on the engines. Most people currently recommend optimizing each page for no more than 2 - 3 keywords or key phrase. Terms can be researched by using a search term selection tool such as WordTracker or Overture. These tools allow you to enter terms that people may be using for searches and determine roughly how many people are searching for those terms or similar terms. This research helps establish what people are actually looking for when using the search engines. Once a short list of keywords have been identified, it needs to be determined which pages are going to be optimized for which keyword terms.
Writing the Content - It's important to get these keywords or keyword phrases into the body copy of the page several times, but without the text every becoming nonsensical, grammatically incorrect or parrot like.
