If you’re writing a website, a blog post, or your own online marketing, you must have SEO in your mind every time you type. But who has time to SEO everything? Well, with the right strategy and technique, you can optimise your writing without wasting time or compromising your brand.
SEO copywriting uses your keywords to ensure your page is ranked high on internet searches. Good SEO copywriting will do that, while also keeping your reader engaged. There’s no point having website copy that is easy for search engine robots to understand, yet is nonsensical to humans. Although search engines have become very sophisticated, they still can’t see and understand a webpage the way a human does. But that doesn’t mean you have to put in double the time to make you website easy to find by Google, and easy to read by people.
- Find the right keywords: keywords are the words your target market use to search online for the information you provide. It’s important to perform some research and find out what people are really looking for. It is unlikely people will search by business name – they are more likely to type in a question to solve a solution. Are you more likely to type ‘Gary’s Gardening’ into the search bar, or ‘gardeners in Christchurch’? Look beyond the words that describe your business, to the problems that are driving people to look for a solution – to which you are the answer!
- Use smart placement: search engines can’t see your webpage the same way you or I see it. They look for signals in your copy and code to understand what you’re saying and if its relevant to the user. Don’t create unnecessary copy in an attempt to stuff more keywords into your page – place them strategically in headlines, sub-headings, bullet pointed lists, links and image captions. This not only makes it easier to read for humans, but more likely to be found by search engines.
- Write for people: your website is in a popularity contest. One that includes every other website online that is even slightly related to your content. You have to be likeable, hang out in the right places, and be ‘on trend’. Create content that is valuable for readers and provides answers to their questions. Make sure your copy is relevant by linking to reputable websites and is linked into current events people might be searching the web for. Get your content talked about on other blogs, by industry leaders and experts. The more you’re seen networking the internet circle, the more popular you’ll be!
Most people think SEO is just about keywords and metadata…but its just as much about people – if not more so. Content that is engaging, answers the right questions and is relevant will ensure people read your site – the keywords and SEO will just help these people find you. Get a good balance of the two, and watch your SEO bring you success!