Why is SEO Copywriting important? How can SEO copywriting improve your website’s ranking?
You can have a killer website design and you can employ the latest technologies to make your visitors say “wow!” but unless your web page copy is compelling enough, and unless it gets the right traffic to your website, the only business you do will be accumulating the “wows!”.
No doubt, you must have a good-looking website (strangely, even lousy-looking websites do great business sometimes) but along with that you also need to speak smartly and convince your visitors to do business with you.
How is SEO copywriting different from normal copywriting?
Before we have a deep insight into how SEO copywriting can improve your site’s rankings, let’s have a very brief explanation of exactly what is SEO copywriting.
Search engine algorithms are constantly changing as every search engine wants to find the best possible content for its users.
We all remember the Panda update from Google that devastated more than 33% of the websites.
One thing remains constant though: content quality and relevance.
Focusing on the keywords is important – after all, your keywords are the patterns that help the search engine algorithm analyze your content and then decide for which search terms it should be ranked.
But what matters the most is, the purpose your content or your copy solves. If and when it is ranked, it is ranked for the purpose it solves, and not due to the keywords.
Another thing you must keep in mind is that a search engine like Google is crawling millions of pages on monthly basis.
It doesn’t want to spend lots of its resources trying to figure your website if it is difficult to access your important content.
Here comes the importance of search engine friendly copywriting.
In simple words, SEO copywriting is presenting or writing search engine friendly content but at the same time being people friendly.
It is different from content writing in the sense that you write and publish content to improve your search engine rankings as well as keep people coming to your website on an ongoing basis.
Content writing doesn’t necessarily sell. It mostly informs and educates.
Copywriting sells. It carries a marketing pitch. It convinces your visitors to buy from you.
Copywriting in traditional sense is writing for advertisements.
When you are writing for the web, you don’t just sell, you also attract targeted search engine traffic.
Remember that higher search engine rankings will manifest automatically if you have a high quality website that provides excellent information to your visitors.
After all, this is what Google wants to find for its users: solutions to their problems.
SEO copywriting is all about placing your keywords at the right spots and amidst the right tags on your web page.
The keywords should be relevant and should be able to connect, inform and convince the search engine crawlers, AND the human readers.
Although the ranking procedure is quite complex and makes use of numerous parameters, one important factor is how your pages are spidered or crawled.
Sprinkled with keywords, your web page text should be strategically used to convey to the search engine that your web page really contains information relevant to the keyword in focus.
So SEO copywriting is all about creating a content to ‘impress the search spiders’ and assist them.
Keep in mind that search engine robots do not consider “websites” but consider the “web pages” of those websites.
But does SEO copywriting only cater to the search engines?
If SEO copywriting is all about getting ranked higher, then what about your visitors, the humans who will actually do business with you and give you money?
Herein lies the real importance of SEO copywriting.
As an SEO copywriter you must always focus first on creating content useful for online users and not for gaining higher search engine rankings.
Copywriting for search engine optimization plays a vital role here.
It helps your website not only ‘catch the eyes’ of the search robots but also get it ‘picked up’ by those spiders.
Don’t ever stuff your web page copy with your keywords and key phrases because it works, but doesn’t actually work.
You may find many websites getting a good rank just because they have written nothing but a long concatenation of keywords as anchor texts, or in the header tags.
These websites eventually get blocked or downgraded because in the name of relevant content they provide nothing.
Want to rank well? Want to convert leads into customers? Just focus on delivering value.
A quick recap – SEO copywriting achieve the following for you:
- Helps your site to be compatible in both ways i.e both from viewers and search engines point of view.
- Helps your site by placing keywords at the right places in the web pages. As I mentioned earlier, the keywords should be relevant and should be able to connect, inform and convince the search engine spiders.
- Helps your site maintain correct “optimal length”. Irrespective of your area of business, it helps your site attain the right and exact balance of getting relevant traffic to your website and converting that traffic into business.
The holistic way of writing SEO copy
The biggest strength that I see as an SEO copywriter in your copy is its sense of purpose.
Write the mission statement of your web page copy
Hence, before starting to write, always write a mission statement. What do you want to achieve?
Make sure that you don’t want to achieve 10 things. Focus on just one thing or at the most two things.
For example, the purpose of this article is to explain to you the importance of SEO copywriting.
Along the way, I’m also explaining the process and why it is important to follow that process.
Also, as you’re reading this, if you’re looking for a professional SEO copywriter, somewhere you are also feeling reassured that I have enough knowledge and experience to write copy for you that will improve your search engine rankings and increase your conversion rate.
Hence, as an SEO copywriter, I’m trying to achieve the following with this article:
- Optimize the article for the search term “importance of SEO copywriting” as well as related terms such as “SEO copywriting” and “SEO copywriter”.
- Educate you about the concept of why your website needs copywriting to improve your search engine rankings as well as conversion rate.
- Convey to you that if you hire me as your SEO copywriter, I have enough knowledge of the field.
Writing down a sense of purpose keeps you focused and also helps you create an outline for your web page or blog post copy.
Some writers also call it writing the “mission statement” of your web page or blog post.
Make a list of keywords
You can use different tools or even your own subject matter expertise to make a list of keywords for which you’re going to optimize your copy.
You may not use all the keywords in your SEO copy – in fact, I recommend not using all the keywords because this ends up diluting your text – but compiling a comprehensive list gives you an idea of which are the most important keywords and search queries you would like to include in your copy.
I suggest creating longtail keywords because as an experienced SEO copywriter, I know that they work better than keywords containing 2-3 words.
For example, I would rather optimise a page for “SEO copywriter to improve my rankings” than a mere “SEO copywriter” because then I know precisely why the person is searching accordingly I can write my copy.
Create a persona
The “persona” is the typical person you are writing for. Whom do you want to target?
Who carries the greater probability of turning into your paying customer or client?
Don’t try to accommodate as many personae as possible because this again dilutes your content. Focus on one person. Then write as if that person is sitting across the table and were both having a conversation.
Anyway, the purpose of this article is not to educate about how to do SEO copywriting but rather, why it is important.
If you’re looking for an SEO copywriter who can help you improve your rankings and enhance your conversion rate, contact me for more information.