The concept of copywriting has been around for a long time, with some claiming that it dates back to the 14th century. Copywriting has become one of the most rewarding skills in marketing in recent years, with a high demand for competent copywriters. But what exactly is copywriting? And how do you write an SEO-friendly copy?
What is copywriting?
Copywriting is the art of creating a convincing and appealing text that encourages people to take action, such as purchasing a product, filling a form, or clicking a link.
Copywriting for SEO
SEO copywriting entails crafting a persuasive text that persuades readers to perform the intended action while also making the copy SEO friendly, easily understandable by search engines, and relevant to the searcher’s intent.
How to write a good copy for SEO?
Here some tips on how to optimize your website copy for SEO:
- Keyword research:
Before you begin writing your copy, you should determine what keywords your content will be about, conduct research, and attempt to optimize both short-tail and long-tail keywords simultaneously, as most SEO professionals strive to rank for short-term keywords due to higher search volume, which makes ranking for those keywords more difficult. As a result, aim to concentrate on more comprehensive long-tailed keywords, which, despite their lower search volume, are usually easier to rank for and will almost certainly result in a higher conversion rate because they are more specialized to the searched topic.
However, remember that over-optimizing your keywords (keyword stuffing) is a terrible strategy to get noticed by search engines, as it might result in a penalty by search engines and will make your copy appear salesy to end users.
- Content structure:
When writing your content, the structuring is very important, make sure that your content is easy to navigate through and titles and subtitles are clearly defined to the end user. Make sure you have your heading tags in the right place to ensure easier search engine crawling .
- Don’t be too salesy with your copy:
It is true that the main purpose of a good copy is to create high conversion, however, don’t make your copy seem overly pushy to the point where it would turn readers away, and don’t overuse you CTAs (call to action) all over your copy as they should blend in nicely with their context.
- Proper linking is very useful
Proper content linking, whether internal or external, is beneficial to both end users and search engines because it provides end users with links to other useful information or references while also assisting search engines in crawling through links, giving your website a higher authority score when you link to other high authority websites in your niche.
With so many algorithm updates, search engines (notably Google) are increasingly focusing on providing the best possible user experience. Since a result, you should constantly seek to please the end user rather than search engines, as this will eventually lead to higher rankings in search results.