The art and science of writing your pieces of content in a way that suffices users’ search intent and is preferred by the search engine algorithms to rank on the SERPs, is called SEO copywriting.
Employing some well-researched SEO copywriting tips and the best industrial practices will not only help your pieces of content rank higher on the search engine result pages (SERPs) but will also help your website receive more organic traffic and an engaged group of prospective customers.
A website with more traffic and improved engagement ultimately witnesses higher conversion rates and helps you accomplish your core business bottom-lines.
SEO copywriting is all about striking the right conversation with the customers.
Andy Paul, Host of the Sales Enablement Podcast, and Founder of the Sales House, elucidates the importance of striking the right conversation with the prospective customers:
“If you start a sales conversation with a question, then you begin to build interest. When you create a spark of interest in the mind of the prospect, it increases their level of engagement with you. That’s when real selling begins.”
The above quote implies a very important SEO copywriting tip, in order to upsell your writing needs to evoke interest in the minds of the prospects to explore more – maybe your products or services as solutions to their problems or pain-points.
In this blog, we have covered some of the highly effective SEO copywriting tips for you to discover and attract high-quality leads, engage them and nurture them further down and sales funnel and ultimately optimize the website conversions and the sales revenue.
Get ready to explore!
How do you Write Good SEO Content
Well, here comes the question a lot of content strategists might be brainstorming on:
How do you do SEO copywriting?
Designing your content based on the guidelines of E-A-T (Expertise, Authoritativeness, and Trustworthiness) and clearly conveying the readers the value proposition of the pieces of content are the ultimate SEO copywriting tips that you can implement in your content strategy and benefit from.
Joanna Weibe, Founder of Copyhackers describes the importance of SEO copywriting as follows:
“Your job is not to write copy. Your job is to know your visitors, customers, and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”
Below are some SEO copywriting tips that can help you refine your content creation to achieve a higher proportion of quality traffic and improve audience engagement and website conversions:
1. Define and Discover Your Target Audience
This is one of the most important SEO copywriting tips. The better understanding you have of your persona and their pain-points, the more tailored and personalized your pieces of content would be.
Also, the content strategy should give importance to the stages in the buying cycles of the ideal prospects.
According to Instapage 75% of marketers believe personalization yields higher Click-Through-Rates (CTRs).
You can discover your ideal personas by performing extensive research, surveys, and interviewing the target audience groups.
Marketers should also look through their content database to figure out the trends that are being followed by their leads and customers. Once, you capture the interests of your customers, you can articulate your content strategy accordingly.
John Jantsch, Founder & President of Duct Tape Marketing describes how to create personalized pieces of content:
“Personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.”
Also, the marketers should draft their pieces of content according to the demographic, firmographic, technographic, psychographic, past browsing behaviors, and researching habits and intent-data of their ideal prospects and customers.
2. Write Better Headlines
Writing better headlines is the ultimate secret to improve your Click-Through-Rate (CTR), drive more traffic, and ultimately improve the website conversion rates.
According to a study by BuzzSumo, headline phrases and emotional headings drive Facebook interactions. A study by BuzzSumo showed that headlines including the phrase “Will make you…” drove the maximum likes, shares, and engagements on Facebook.
A good heading can include the numbers and power-words that evoke strong emotions in the readers (both positive, as well as, negative power-words can be used). Some of the power-words include ‘Remarkable’, ‘Powerful’, ‘Proven’, ‘Research-Baked’, etc.
CityCliq tested the straightforward headline approach “create a webpage for your business” with a solution-based approach of “get found faster” and found that it works better, generating 89% more signups on their landing pages.
Creating listicles, writing “how-to” phrases, the inclusion of numbers, or simply answering the common search quests of the prospects and the customers are some of the effective ways to write good headings.
Suggesting your audiences about the best ways to do certain things, helping them solve a particular problem, sharing your experiences, and experimenting with open and closed-ended questions are just some of the effective ways to write good headlines.
Depending on your business, you should keep experimenting with different headline formats and should also periodically test-run and optimize them.
Marketers should always include sub-headings in your blog posts to break down and clearly convey the idea of your heading promises.
Writing good headlines is an important SEO copywriting tip; the more engaging headlines will always keep your target audience intrigued.
3. Write Compelling Introductions
An introductory paragraph is an important SEO copywriting tip that the marketers should be mindful of.
Writing a good introduction not only conveys the important information highlighted in your post to your readers but also gives your audience the first impression of your speech.
Your introduction is an important roadmap for the rest of the body of your content and should be significant, and meaningful to give the users a sneak peek into the essence of the content and the rest of things to follow.
Also writing a compelling introduction helps you in reducing the overall bounce rate on your website.
4. Use Short Phrases in Your Writing
The average attention span of audiences on web platforms has dwindled considerably over the past decade. Under such circumstances, you need to captivate the attention of your customers by including small phrases in your writing.
This is an important SEO copywriting tip that helps improve the audience engagement rate and the average time on the website.
You can use phrases such as ‘WOW’, ‘Check this out’, Wanna Learn More, etc. It’s all good as long as it is short, simple, and contextual.
5. Use Visual Content
This one is an absolutely essential SEO copywriting tip.
According to EyeView, including video on a landing page can increase conversion by 80%.
Using visual pieces of content such as images and videos makes your content more engaging.
According to Syndacast, 52% of the marketing professionals across the globe believe that video is the type of content that generates the best ROI.
Some of the best SEO practices for including the images and videos in your content strategy are as follows:
- You need to have a proper file name. The inclusion of primary or LSI keywords in your title might be a good idea
- You can use the proper alt text and titles on your images
- You can try compressing your images. Using free tools such as Gimp you can reduce your image size to be less than 70 kb (which is an ideal size)
- You need to start with the selection of the right video hosting platform such as YouTube, Vimeo, etc.
- Use a video transcript which is an indexable text to help you rank for more queries
- You need to use an engaging Thumbnail image
- Special attention should be paid to the title and description of your video
- The video should preferably be made the focus of the page where it has been embedded
- The same video shouldn’t be embedded at multiple places
6. Optimize Your Website Design to Secure the Attention of Your Readers
Focusing on your website design is yet another Important SEO copywriting tip to help you instantly build trust with your readers.
According to WebFX, 75% of the credibility of your website is attributed solely to its design.
Optimizing the website design means including the following essentials correctly:
- The content should be well-formatted with short sentences and paragraphs, bold or italic formatting wherein required, and with bullet points.
- The content on the website should have high-quality images, appropriate headings, sub-headings, etc.
- The font type and size selected should be easily readable.
- There should be an ample amount of white spaces, too much content stuffing in an area should be avoided.
- Marketers shouldn’t use more than 2-3 main colors.
7. Prioritize Users’ Search Intent
One of the most important SEO copywriting tips is prioritizing user’s search intent. For each of the targeted keywords, understanding users’ search intent is of the utmost priority.
Google clearly advocates that its mission is to, “Organise the world’s information and make it universally accessible and useful;” and by prioritizing users’ intent-data in its algorithms Google acts to accomplish its mission.
The marketers can track the top results on the Search Engine Result Pages (SERPs) for the targeted keywords and accordingly can track the common trends reflecting on users’ search intent before deploying their content strategy.
Also, the figure out the 3 Cs of search intent from the search results:
The content-type usually falls into one of the five buckets including the product detailing pages, blog posts, pages with categories, landing pages, or videos.
- Content Format
Watch out for the content formats featuring on the SERPs for specific sets of keywords. Make a note of the forms of content being featured higher on the SERPs such as how-tos, listicles, news articles, reviews, and opinion pieces.
- Content Angle
A critical aspect of a salesy content is the content angle, which happens to be a dominant factor in determining the rankings of the pieces of content on the SERPs.
The content angle will also help you analyze whether the pieces of content have been designed for the buyers early in their sales process or those who already have moved considerably down their respective sales cycles.
8. Include a Table of Content to Improve the Reading Experience
This is one of the most important SEO copywriting tips for modern content marketers.
A table of content allows users to quickly understand whether the piece of content they are going to read will address their pain points and if so to what extent.
According to a report by WebFX, 89% of consumers shop with a competitor after poor user experience.
Including a table of content helps the readers set an expectation before they even start reading your content. It keeps them intrigued and absorbed and allows them to easily return to their preferred segments, as and when required.
A better reading experience translates into a higher probability for users to take the actions aligned with conversions.
9. Communicate Your Ideas Effectively
An important SEO copywriting tip is to write in a way that engrosses your audiences and compels them to like, share, and comment on your pieces of content.
Your writing should be free of unnecessary fluff and easy for your target audiences to read and understand.
According to Wriber, 50% of the US population reads below an 8th-grade level.
You can evaluate the ease of readability of your pieces of content using the Hemingway tool.
10. Prioritize the most important pieces of content early in your writing followed by the lesser informative pieces
The flow of your content matters. An important reason for the audience to read your pieces of content is that they have a problem to be solved or a pain-point to be addressed.
So, your narration and plot don’t matter much. Amongst the most important SEO copywriting tips is to prioritize the most important facts first, followed by the lesser important good to know the information in the end.
Starting your content with the main points allows users to get the main idea regardless of how much they have to read. This style of writing is called an inverted pyramid and is perfectly suited for writing on the web.
An article on Nielsen Norman Group defines the inverted pyramid style of writing as follows:
“In journalism, the inverted pyramid refers to a story structure where the most important information (or what might even be considered the conclusion) is presented first. The who, what, when, where, and why appear at the start of a story, followed by supporting details and background information.”
However, in order to keep your audience intrigued you also need to tell them an effective story alongside the vital information being provided to them. Too much information overload can be tough for audience groups to digest. So keep it relevant but tell an impactful story to make the content snackable.
Wrapping Things Up
Amongst the most important SEO copywriting tips is to understand your audiences and create pieces of content to address their pain-points, research queries, and other questions pertaining to particular products or services. Talk in a language that is preferred by your audiences and see the magic unfold.
By leveraging the SEO copywriting tips described above, you will be able to create online content that ranks high on Google, drive high-quality traffic, engages them, and ultimately convinces them to take the conversion-oriented actions.
Valasys Media is a well-renowned name providing B2B marketers with an array of services to help them accomplish their revenue goals and other core business bottom-lines. Our services including lead generation, lead nurturing, account-based marketing, list building services, contact discovery services, content syndication services, event promotion, appointment setting, business intelligence, and CRM services have to articulated to help marketers with their specific requirements and execute hyper-personalized campaigns to help them skyrocket their marketing ROI.