Writing Copy for SEO
Working for a copywriting company, I know that many people do not realise the true value of effective copy. Business owners know their company inside out, why should they have to pay someone else to write about it? It can be an uphill struggle sometimes to explain the benefits.
So what are the benefits?
First and foremost – engaging, persuasive copy creates sales. An aesthetically pleasing website catches the eye of the user but what tempts them into buying your product or service? Using text that creates a “call to action” is what makes the difference between someone looking at your site then bouncing off and someone wanting to read on.
Secondly, relevant, concise copy is great for SEO. The thing Google loves more than anything else when it comes to Search Engine Optimisation is relevant information. Google is very clever but unless you tell it what your website is about, how can it know? By using informative copy, Google can pick up what your website is about and gets you higher on the rankings.
SEO copywriting isn’t just about stuffing as many keywords into your websites, articles and blogs as possible. The balance needs to be found between writing for the reader and writing for the search engines. Google looks for things like keyword density and frequency but if no one is reading your article because it is so full of the same words and phrases repeated over and over, the importance of that webpage decreases and no one will get a chance to read about you or your company.
Any promotional copy you write should be well thought out. Do some keyword research to find out what people are actually looking for. There are several free keyword tools out there so all you need to dedicate is a bit of time and creativity. Pick a few of the most searched for and target them in your text, making sure to write for the user as well – you won’t generate as many sales if the copy isn’t effective.
Finally, good copy with well structured keyword research also gives you a great opportunity to create backlinks to your website with anchor texts. Backlinks are considered to be like a vote for your website. The more you get from high quality websites, the more important Google considers your website to be. Anchor text is the words that are used on a hyperlink to another website, e.g. “click here”. Google uses the anchor text you are using to tell it what the website it is going to is about. By writing articles and blogs with relevant anchor texts that link back to your website, you are getting these two major benefits.
There is more to SEO than just copywriting of course, but in my opinion, you can have all the backlinks in the world and have ticked all the right boxes in your SEO books, but without effective copy, people who find your website or blog aren’t going to want to find out more.
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