SEO copywriting, or search engine optimized writing, requires an in-depth knowledge of search engines’ algorithms as well as an ability to write engaging copy that will keep readers on a website and convert them to customers. For those without natural writing abilities or without SEO background this can be challenging work – although SEO training may help.
Researching keywords is the cornerstone of SEO copywriting, and tools such as the Google Keyword Planner and Moz’s Keyword Tool can assist with this research process. When developing a list of keyword phrases to target in your copy, be sure to consider their average monthly searches as well as competition levels – choose ones with high search volume but without too much competition so that your content has a chance at ranking well on search engines.
After compiling a list of potential keywords, it’s time to devise a content strategy for your website. This should include how often and what type of content will target each keyword throughout your site and deciding what its goal will be; whether that be driving traffic, increasing conversions or building brand recognition – whatever it may be it should all be documented in a content plan that’s regularly reviewed and revised.
In the past, some SEO copywriters used various strategies to trick search engines into ranking their content higher than it deserved to. Keyword stuffing (the practice of inserting lots of keywords into text to artificially increase search engine rankings) was once widely practiced but now considered spam and can actually lower search engine rankings. Today’s copywriters must focus on crafting user-focused content while taking into consideration SEO’s needs without making it unreadable or awkward for humans.
While SEO may be complex, its fundamentals of good copywriting are straightforward. Writing clearly, using compelling words, and targeting your content to the appropriate audience are all keys to good copywriting – using these rules, you can craft SEO-friendly articles which rank highly in search engines and draw traffic back to your website – perhaps with enough practice becoming a professional SEO copywriter!