SEO Copywriting: The Ultimate Guide

basics of copywriting

In today’s digital age, having a website is like having a storefront in a bustling city.

However, what good is a storefront if no one walks by or enters? This is where SEO copywriting comes into play, serving as the virtual signpost that guides people to your online business.

In this post, we’ll cover the basics of SEO copywriting and how you can use it to attract more traffic to your business; and ultimately grow the business and increase online sales.

First, we’ll define what copywriting is and why it’s important in today’s digital landscape.

What is Copywriting?

Simply put, copywriting is the art of writing persuasive and compelling content for marketing purposes.

Whether it’s for a blog post, product description, or sales page, the goal of copywriting is to persuade the reader to take a specific action.

This action can range from making a purchase to just signing up for your newsletter.

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Now that you know what copywriting is, let’s talk about why copywriting is important in life and business.

Why is Copywriting Important?

Copywriting is more than just slapping a bunch of words on paper.

Good copywriting shows personality. It compels your readers to take action on whatever you want.

Look at it this way…

If you can convince someone to do something, no matter what it is, you have a superpower. And you can sell anything and basically have whatever you want.

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Here are some of the reasons why copywriting is important, not only in business but also in life.

Copywriting improves your brand image

Especially good copywriting.

It’s one thing to write. It’s another thing to write in a way that gets people to pay attention and whip out their wallets.

Good copywriting helps to improve your brand image in a way that normal or ordinary content can’t.

Why?

Because copywriting focuses on the emotional aspect of business. It focuses on attacking the psychological aspect of life.

Good copywriting makes your copy easy to understand

Good copywriting means writing in a way that is easy to understand by your readers.

Most online content reads like they’re trying to get their content published in academic journals. This is a big mistake.

The majority of the people read on a 5th-grade level. It’s not your fault. It’s the fault of our education system.

Use this to your advantage.

Write in a way that a 10-year-old will understand.

Why is it important to write like this?

There’s a copywriting adage that says, “Confused customers don’t buy“. If your customers don’t know what you’re talking about, they’re unlikely to buy what you’re selling.

Therefore, your job as a top-notch copywriter is to write in a simple and easy-to-understand language.

Your prospects and wallet will thank you for it.

What is SEO Copywriting?

SEO copywriting is the art and science of crafting website content that not only engages and informs your visitors but also grabs the attention of search engines like Google, Bing, and Yahoo.

The acronym “SEO” stands for Search Engine Optimization. Its main goal is to improve your website’s visibility in search engine results.

Imagine you run a cozy coffee shop tucked away on a quiet street.

To attract more customers, you need to place your shop’s sign where it’s easily visible to people passing by.

SEO copywriting is akin to choosing the right location for that sign online.

It involves using specific techniques and strategies to ensure your website ranks higher on search engine results pages (SERPs) when potential customers search for relevant keywords.

SEO Copywriting Concepts

Below are some copywriting concepts to make it easier to understand:

Keywords: The Building Blocks

Keywords are the foundation of SEO copywriting.

Think of them as the words and phrases your potential customers might type into a search engine when looking for a product or service like yours.

To be effective, you need to research and select relevant keywords and strategically add them to your website content.

Quality Content Matters

Search engines reward websites with valuable and informative content.

Your content should answer questions, provide solutions, and engage your audience. It’s not just about stuffing keywords; it’s about delivering genuine value.

User Experience Counts

SEO copywriting isn’t just about pleasing search engines; it’s also about creating a positive experience for your website visitors.

Maku sure your content is easy to read, well-organized, and visually appealing.

This keeps visitors on your site longer, which is another factor search engines consider when ranking pages.

Meta Tags and Descriptions

Meta tags and descriptions are like the captions for your website’s content.

They provide a concise summary that appears in search results and can influence whether someone clicks on your link.

Use keywords strategically in these elements to entice searchers to visit your site.

Link Building and Authority

Think of links as referrals.

When other reputable websites link to your content, it’s like getting a vote of confidence from them.

Search engines view your site as more authoritative when it has high-quality backlinks.

Foster good relationships and create shareable content to earn these valuable links.

Regular Updates and Maintenance

Just as you’d update your coffee shop’s menu or decor to keep things fresh, regularly updating your website with new content shows the search engines that your site is active and relevant.

Fresh content can also address evolving customer needs.

Create fresh content consistently.

The Big Picture: Why SEO Copywriting Matters

In a nutshell, SEO copywriting is the secret sauce that makes your website visible and attractive to both search engines and human visitors.

It’s not a one-time effort but an ongoing process of optimization.

With the right mix of keyword research, high-quality content, and user-friendly design, your virtual storefront can become a thriving hub for your online business, attracting more visitors and ultimately, more customers.

So, whether you’re running a cozy coffee shop or an online store, understanding and implementing SEO copywriting can be the difference between your business being hidden in the digital shadows or standing in the spotlight of success.

Invest the time and effort into SEO copywriting, and watch your online presence flourish.

SEO Copywriting Tips to Help Your Ranking

So, how can you use copywriting to improve your SEO? Here are a few tips to get you started:

1. Use target keywords

Before writing, you should have a clear target keyword in mind.

However, it’s equally important to set your content up for success by establishing realistic and attainable keyword objectives.

The bedrock of the SEO copywriting process is keyword research.

While it may be tempting to go for industry keywords with high search volumes, these keywords often come with fierce competition.

If your website lacks authority, your chances of ranking on the first page for such terms are slim, no matter how exceptional your content may be.

So, how do you know if your content has a shot at ranking?

Keyword difficulty scores can serve as a yardstick for your keyword objectives.

I recommend identifying relevant keywords with difficulty scores that are equal to or lower than your site’s Domain Authority (DA).

These keywords might fall into the long-tail category or cater to informational search intent, but they can offer genuine opportunities for your content to secure rapid rankings and kickstart the flow of clicks.

2. Create compelling headlines

Imagine you’re walking past a row of shops, and one of them has a sign that instantly catches your eye. It tells you exactly what they offer and why you should go inside.

That’s what a strong copywriting headline does for your website. It’s like the sign that makes people want to click and see what you have to offer.

To make your headline stand out, you can use a few tricks.

First, use words that encourage action.

These are words like “discover,” “learn,” “get,” or “try.” They tell your readers that there’s something they can do or gain by visiting your website.

Secondly, you should think about your target keywords.

These are the words people type into search engines when looking for something.

If your headline includes these words, it’s more likely to show up in search results.

3. Write long-form content

Creating long content is a smart strategy for online success.

When you delve deep into a topic and offer valuable insights, search engines recognize the value you provide.

This often results in higher rankings on search result pages, ensuring more visibility for your website. Also, long-form content shows your expertise and authority in your field, earning the trust of your audience.

By consistently crafting informative articles, you not only boost your SEO but also position yourself as a go-to source of knowledge, further enhancing your credibility within your industry.

So, remember, length isn’t just about SEO; it’s about becoming a respected authority.

4. Use formatting for readability

Improving the readability of your content is like rolling out a welcome mat for your audience.

When you break down your text with headings, bullet points, and brief paragraphs, you create a more inviting and digestible experience for your readers.

They can quickly scan the page, grasp key points, and decide whether to dive deeper.

This approach caters to various learning styles and busy people who appreciate information presented in an easily digestible format.

Moreover, these formatting techniques serve as breadcrumbs for search engines.

Clear headings signal the main topics, bullet points highlight essential details, and short paragraphs facilitate smoother comprehension.

Search engines, like Google, analyze these elements to understand your content’s structure and relevance, which can positively impact your search rankings.

5. Add internal and external links

Building credibility is a cornerstone of your online success.

When you add links to reputable external websites within your content, you’re vouching for the information you provide.

This practice, known as external linking or outbound linking, can significantly improve the credibility of your own website.

It shows that you’ve done your research and are backing up your claims with trustworthy sources.

This way, visitors are more likely to see your site as a reliable source of information, improving trust and loyalty.

Internal linking, on the other hand, is a powerful SEO strategy that benefits both users and search engines.

By strategically linking to other relevant pages within your own website, you create a web of interconnected content.

This not only helps visitors navigate your site more effectively but also helps search engines understand the hierarchy and significance of your pages.

When you link related articles or pages, you signal to search engines that these topics are interconnected and relevant.

This can improve your overall SEO efforts, as search engines are more likely to recognize and rank your content higher in relevant search results.

The dual strategy of external and internal linking is a win-win for your website.

6. Outline your content structure

Content outlines don’t have to follow a strict template, but they’re like a roadmap for your writing.

They help you figure out the main topic, smaller subtopics, important headings, and the key points you want to cover in your content.

Imagine it’s like planning a road trip – you decide where you’re going (main topic), the interesting stops along the way (subtopics), the signs you’ll follow (headings), and the highlights you’ll visit (key points).

Now, if you’re doing SEO, your chosen keywords should play a big role in creating this roadmap.

These keywords should fit naturally into your content structure, just like road signs fitting along your journey.

They guide both your readers and search engines, showing them what your content is all about.

While not every writer loves using outlines, they’re like having a GPS for your writing.

They make sure you’re on the right track and following the rules of good on-page SEO.

So, even if outlines aren’t your favorite tool, they can be super helpful in creating well-structured, keyword-optimized content that gets you where you want to go.

7. Choose quality over everything else

Google wants to prioritize good content for its users.

What does “good” mean to Google’s algorithms?

It’s a mix of things like being relevant, loading quickly, having other reputable sites link to yours, and more.

When it comes to the content itself, Google looks for:

  1. Thorough and detailed information.
  2. Unique and original insights.
  3. Content from experts and trustworthy sources.
  4. Correct grammar and spelling.

If your content ticks these boxes, Google is more likely to see it as high-quality and boost its ranking.

So, focus on delivering great content that matches these criteria to improve your website’s standing in Google’s eyes.

Conclusion

By following these tips, you can use copywriting techniques to improve online sales, boost your SEO, and drive more traffic to your website.

Just remember to always put your audience first and focus on creating high-quality, valuable content that addresses their needs and interests.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.