What is SEO Copywriting: rules, strategies and writing styles
SEO Copywriting indicates the writing technique that allows you to produce texts optimized for search engines. It therefore refers to a less technical part of SEO and mainly linked to the writing of content.
In this article we discover what SEO Copywriting is, what are the rules, strategies and writing styles for doing SEO Copywriting.
SEO Copywriting: What is it?
SEO Copywriting is professional writing applied to SEO techniques to ensure content positioning and allow users to satisfy their search intent.
It consists of finding the right balance between engaging and persuasive content that involves users and content that Google rewards with high rankings for keywords.
So there are users who will have to appreciate the content created and Google that must understand the topic and the information provided to users and whether this is better than that provided by competitors.
In this sense, the work of the SEO copywriter is crucial, as he has the task of:
- Writing SEO-optimized content to scale the positioning on the Google search engine.
- Using the right keywords.
- Satisfying the needs of users who perform a search.
Rules for doing SEO Copywriting
When we talk about doing SEO Copywriting we mean creating a text or an article that allows us to achieve one of the main objectives of SEO: increasing the ranking of the site within the search engine. To achieve this objective it is important to respect some rules.
- Uniqueness: unique content for good SEO positioning and avoid repetitive content that penalizes positioning.
- Keywords: keywords must be relevant to the topic that users are searching for to satisfy a need regarding a product or service.
- Content structure: Use a hierarchical and coherent structure to ensure that the user reads the text from beginning to end.
- Content quality: the text must provide quality information to the user who has asked a question to the search engine.
- Punctuation, spelling and syntax: avoid punctuation errors, typos and respect the rules of syntax to convey to the user the importance used in the construction of the text.
SEO Content Planning Strategies
What are the ideal strategies to implement for SEO content planning? Let’s find out in these 5 points.
1. Study of the sector and competitors
You cannot write content if you do not know the sector, such as that of the production of clean rooms, in which the client for whom you need to write texts operates. You need to study the topic to be covered, understand the details, the terminology, the technical aspects, study the competitors and find out how they deal with the topic and what has allowed them to achieve SEO positioning. Finally, delve deeper into the search intent, the users’ needs and how the topic can satisfy them.
2. Research topics for the Buyer Persona
Good content is designed for the Buyer Persona, i.e. the potential user and ideal customer interested in the products, services and topics covered on the site.
When planning the editorial plan and creating content, you need to think about the topics to cover that can be useful to those who read them. Based on the objective and the phase of the funnel in which the potential customer is located, you need to think about the writing style suitable for the target and the context in which it must be disclosed.
3. Keyword research
Keyword research, for example Virtual Try On, is related to the study of the sector and as this is a fundamental part of the SEO Copywriting strategy. In fact, you need to choose the topics, the keyword and the related keywords on which to write the blog post.
In this sense, it can be useful to use tools to find the right keywords and their relative search volume, for example Ubersuggest, Google Keyword planner, Answer The Public and many others.
4.Planning the creation of content
You need to create a editorial plan of the articles to create to have an idea of the possible positioning to achieve based on the topic and the keywords identified. Therefore, having a general vision of the project allows you to think about the objectives to achieve for positioning and consequently offer content that is always fresh, engaging and persuasive.
5. Writing SEO Friendly Content
To write SEO Friendly content you need to:
- Aim for quality and original content that satisfies the search query
- Use keywords naturally
- Break the text into paragraphs
- Give the answer to the user’s problem right away
- Use bulleted and numbered lists to make it easier to read
- Format text with bold words
- Avoid copying and pasting from other sources
- Link to authoritative sites
- Citing sources
- Creating links to internal pages of the site
How to write a text optimized with SEO Copywriting
Google is constantly evolving and its main goal is to reward valuable content that satisfies specific search queries. In addition to creating valuable content, it is important to respect certain styles of writing a text and rules to obtain a good positioning.
Heading Tag
When writing SEO-optimized content, it is important to organize a structure suitable for those who read the content and the search engine. To achieve this, you need to use Heading Tags.
- H1 Title: is the most important title of the entire text and must contain the keyword for which you want to position the content on the search engine. It is good practice to use a different keyword for each text to avoid writing duplicate page texts or articles.
- H2 Subtitle: the H2 subtitle divides the text into paragraphs, inside which the keyword or related words can be inserted. Unlike the H1, it can be repeated more than once within the paragraph to create subdivisions.
- H3 Subtitle: It is the subtitle that goes immediately after the H2 and creates subsections when the topic requires further study. Compared to the H2, it has less relevance in SEO positioning.
- Other subtitles (H4-H5-H6): are further subtitles that hierarchically divide the paragraphs and go immediately after the H3.
Title and Meta Description Tags
The Title Tag and the Meta Description are the two parts that will compose the snippet within the SERP of the search engine and which will be displayed by the user when searching for a specific keyword.
The entire Title Tag must be captivating and attract the user’s attention in just a few characters, in fact it should contain between 50 and 60 characters and have the main keyword of the text or article in the initial part.
The Meta Description is that portion of text that appears under the Title Tag and the URL. It should contain an exhaustive description of the entire text and the related keyword in about 150-160 characters. Although it has little relevance for SEO positioning, if written well and respects the number of characters it can allow you to increase the CTR (click through rate).
URL
The URL should contain a string of clear and readable characters, without numbers, blank spaces or special characters and accented keywords. The URL should contain the keyword on which you intend to position the text to be immediately identified by the user and allow him to understand what to expect within the content.
Alt and Title for images
Among the useful elements for creating SEO-optimized content are images that should be relevant to what is written in the text. They should be inserted within the page or article as a featured image or within the body of the text. It is important to rename the file with the keyword for which the text should be positioned. After having inserted them into the site, they must be provided with the alt and title tags.
Internal links and external links
When writing a text with an SEO perspective, it is important to use internal links and external links. The links must refer to articles or pages related to the topic of the content to help the user delve deeper into the topic. Internal links can be useful in order to create a coherent navigation path, while in external links, to provide further insights, it is a good idea to link to authoritative sources.
Call To Action
The CTA or Call To Action within a page or article is used to attract the user’s attention and push them to perform an action. It can be inserted via buttons or links and must be clear, captivating and consistent within the page.
Text length
There is no real rule on the length of the text for it to reach the positioning on search engines. Depending on the topic, articles can have a different length and structure. A well-optimized article is positioned not for the quantity of words but for the quality, because it is written in a clear and exhaustive way, because it is relevant to the keyword and because it respects the user’s search intent.
