If you’re approaching web marketing in search of a strategy to increase your business visibility on search engines, you’ve certainly heard of the term SEO (Search Engine Optimization) and specifically of SEO writing techniques.
SEO is the branch of digital marketing that deals with the “optimization of a website in organic results” within the SERP (Search Engine Results Page), which is the page where all websites are indexed when a user types an intent on Google’s search bar.
But what does SEO Copywriting mean and why is it so important to write SEO-oriented content to optimize a web page? And furthermore, why is it important not to write random texts, but to rely on professional SEO consulting done by SEO specialists?
The SEO copywriter must write pages and is responsible for creating content such as blog articles, with the “goal of generating useful information for the” user and for search engines.
In this way, not only are the readers’ needs satisfied with simple and clear language, but it also responds to specific queries typed into search engines.
This activity is now fundamental for companies, as SEO-friendly writing of texts on the web allows you to implement your marketing strategy, generate organic traffic and increase the number of users landing on your site thanks to good positioning on Google.
Want to know how to write effective content simply and using SEO copywriting rules to do a good job?
In this article, you’ll discover some notions about SEO and its use to have a complete guide and thus write SEO-oriented content for your website.
SEO Copywriting: What Is It Used for in Digital Marketing?
SEO-oriented copywriting is a variation of content marketing: an increasingly requested service for companies and all entities that wish to increase their visibility on the internet by optimizing their website texts.
In short, quality content written by a copywriter with good SEO optimization aims to bring the page to the first Search Engine Results Page, trying to increase the click-through rate of the client’s website and convert potential visitors into buyers.
Writing SEO-Oriented Content: What Does It Mean?
Writing with SEO in mind means creating textual content of different types considering the user’s point of view, their needs, and requirements.
SEO copywriting professionals are responsible for writing texts that in practice rank better compared to other texts: this is why content created in this way allows for gaining greater value in terms of Google ranking.
Now let’s see what the value of SEO-friendly content is
Understanding the difference between writing texts without paying attention to optimization and engaging in SEO copywriting is very important to ensure effective results for your business, especially if you invest in a professional like the SEO copywriter who has the task of adapting the texts of the web page according to SEO writing rules.
The creation of a web page with SEO in mind must necessarily involve writing content designed to answer users’ questions while also being elaborated according to the rules of search engine optimization.
This is precisely why it’s essential today for SEO copywriters to understand how web crawlers and Google algorithms work: only in this way is it possible to write effective content that ranks well on Google.
Writing with SEO in mind: how is it done?
As we have seen, for web pages to reach as many readers as possible, answering users’ questions and obtaining a higher ranking on Google, they need to be written with SEO in mind.
For the purposes of a winning web marketing strategy and good positioning on Google, writing with SEO in mind is among the main factors to consider for organic search engine ranking.
SEO: how important is it for a website’s ranking?
If you’re wondering what the fundamental elements are to improve work on pages intended for readers and thus obtain good results, here’s what you need to consider:
- A particular aspect that needs to be considered is the domain link metrics (domain authority), which is the number of different domains that link to your site. These should have good authority and relevance.
- Page link metrics (page authority). This data particularly refers to the quality and quantity of internal and external links and analyzes their authority and relevance;
- SEO Copywriting. This relates to keyword research and their use, as well as web writing techniques and HTML code.
- Brand awareness. This value expresses the volume of your website on search engines, as well as online mentions and presence on social channels.
- Page traffic. This is the percentage of clicks on the page in search engines (CTR), but also considers the time people spend and the user bounce rate.
- Exact domain match. The keywords used within the domain and in the subdomain name have an impact on Google ranking results and search engines.
As you’ve seen, SEO Copywriting is a factor that plays an important role in Google ranking.
How long should SEO-friendly content be to rank well?
The value of a text is given by the thoroughness and completeness it provides to the people who read it. Moreover, there are several studies that show how longer blog articles or web pages perform better for SEO compared to shorter content.
Medium conducted a study analyzing search engines and SEO writing: the ideal length of texts for SEO-oriented content is about 7 minutes, or between 1400 and 2000 words.
In addition to the length of the texts, there are also other factors that influence reading time, such as the inclusion of images and videos.
In addition to paying attention to writing, a good SEO copywriter must also take care of good page formatting, paying particular attention to quality as you will see as you continue reading the article.
Keywords: why are they so important in an SEO-friendly article?
In delving into SEO-oriented writing techniques, it’s necessary to start with Keyword Research.
Only through this preliminary research is it possible to understand what and how people in your target audience search for a product and a service.
Once the keywords have been identified, the job of a good SEO copywriter is to create connections between them in a natural way, avoiding as much as possible forced insertions that would make the content difficult for users to consume.
When using the keyword, it’s important that work is also done on synonyms and related keywords, in order to create fluid and flowing content that doesn’t mechanically repeat only the main keyword.
SEO copywriting and keywords: how to search for them?
A good copywriter who works on web pages using SEO writing techniques knows well that for keyword research, they can use free tools available on the internet, fundamental instruments for creating quality texts that perform well on Google.
In this brief guide, we list only a few, but the list is not exhaustive:
- Google Suggest. This tool allows you to find topics searched by users and identify keywords to position our website and individual page. How does it work? Google suggests some queries searched and relevant to the question typed by people.
- Keyword Planner Tool. This Google tool is also a good guide for keyword research. The SEO copywriter can use it to get ideas and consult data on monthly search volume for the identified keywords.
- Ubersuggest. This free tool works very simply. The SEO copywriter just needs to type a keyword, and the search system will immediately return a series of related words.
- Semrush and SEO Zoom. Thanks to these tools designed for SEO copywriting, it’s possible to find keywords to use on your site’s pages or within your blog article. For each keyword, you can analyze the number of monthly searches and the level of difficulty, as well as a list of related words.
- Answerthepublic. This tool is also essential for SEO writing. Just enter the keyword on the page, and you can immediately understand what users are asking Google. This way, your content will be created with the right words, and your page will be well-optimized for SEO.
How many keywords are necessary to have a proper SEO-friendly content? Read below
Those who approach SEO copywriting and this type of writing often wonder if there is a specific number of keywords to use to ensure good optimization.
The answer is no, there is no precise indication to follow, it all depends on the copywriting activity, that is, the professional who must delve into a topic considering SEO, but always without losing the naturalness and balance of the text.
SEO writing: how do you optimize the body of the text?
Now that we’ve seen how to research keywords to use within pages, it’s necessary to understand that within the article or page, synonyms and antonyms should be inserted spontaneously to avoid forcefully repeating the keyword.
To optimize your content best, you also need to know how to distribute words within the text.
What is keyword density and what should you pay attention to
To understand how to use words within the page, it’s good to know this concept that expresses the density of keywords within your content (and more specifically in the paragraph).
If you’re just approaching SEO copywriting and wondering how many times it’s necessary to repeat keywords for excellent search engine positioning, you should know that with the evolution of algorithms, it’s no longer necessary to repeat them continuously, but rather this action can be penalized by Google.
How many times should you use keywords in the text without distorting the content?
SEO Specialists suggest inserting the series of keywords spontaneously using also other related terms semantically to the topic of your article or web page.
In any case, it’s good to remember that search engines analyze very carefully the first paragraphs of texts on the internet: precisely for this reason, it’s good to insert the series of identified keywords in this part.
Let’s see what keyword prominence is in SEO Copywriting
Those who deal with SEO copywriting, in addition to researching the right words for their article or web content, must also know essential concepts, such as keyword prominence.
The latter indicates the position of keywords relative to the beginning of a section of the page on your website.
The suggestion is to start writing from the main tags (Title and Meta Description), using the keyword followed by a colon.
And what about keyword proximity? Let’s discover what it is
In addition to keyword prominence, another fundamental concept in SEO copywriting is proximity, which is the closeness between the keywords used in writing the content.
In texts, if there is little interval between one word and another and they are close to each other, it creates a concentration of keywords that can increase the relevance of the keywords in the content.
For this reason, it’s important to be careful and not overdo it to avoid incurring SEO penalties from Google.
Discover how to create titles for SEO content on a website
The title is an important part that should not be underestimated in an article written with SEO in mind for the web. This, in fact, allows you to signal to Google and search engines the organization of your content, also facilitating reading by users.
For blog articles, as well as for the internal structure of your web pages, you can use H Tags (from “H1 to” H6).
The H1 tag, placed at the beginning of the page, is crucial for good copywriting, as it is the main title that allows it to be detected by Google, which will read the words within it.
The other headers (H2,H3,H4,H5,H6), on the other hand, are necessary to organize content, guide users in reading paragraphs, and help spiders identify topics related to the main subject.
Strong Tag and Em Tag: What are they?
As you’ve seen, writing SEO content to rank well on search engines requires care in choosing the right title, but also in formatting. That’s why in your site’s article it’s good to use both Strong
(bold) tags and italic Em
tags.
These elements, in fact, not only communicate to Google the keywords that deserve attention, but also lead the reader to focus on these, facilitating reading.
Meta tag title and description: how to write them effectively
Google search engine uses the <title> and <description> tags to display your results on the web and more precisely in the SERP.
These two factors (title and description) are crucial for SEO, as they determine the CTR of your site’s content.
If you’re wondering what the SEO copywriting rules are for writing them well, it’s important for you to know that the main keyword should be included in both, but the headline should also be creative and effective for SEO.
Only in this way, in fact, will you be able to appear among the search results and capture the attention of users browsing on Google, even if your site doesn’t appear in the top positions of the SERP in the search.
Why the URL is so important and you should pay maximum attention to it
Often we forget about another part of the page that is fundamental to optimize for SEO: it’s the URL, or the sequence of characters that identifies a specific web address.
This element must also be optimized for SEO. How? It should be short, with few words, including the main keyword.
The “URL should describe the” article and the content of the page, as the “goal is to offer the” user a good browsing experience and achieve a good result on the search engine.
Copywriting for the web: what to do and what not to do
To optimize SEO and ensure a good position on Google with easily accessible website texts, there are some formatting elements that should be paid attention to when writing for the web.
- Division into paragraphs. In this sense, it’s best to avoid blocks of text, as these discourage reading;
- Readable font and line spacing. It’s always important to pay attention to the font: it shouldn’t be too small and there should be sufficient space between the lines of text to ensure easy readability.
- White spaces. These can be inserted every 3-4 lines to increase readability.
- Bullet points. This tool also allows for clearer and simpler reading, and is also highly favored by search engines.
SEO and visual content: everything you need to know
Writing with SEO in mind means, as we have seen, respecting formatting, making the text reading fluid and pleasant.
This is why good SEO copywriting cannot ignore some considerations that also concern the “visual aspect of the content” within the site.
Videos and photos are important for the usefulness and pleasantness of content: here’s how to use them
You understand the importance of good copywriting for an effective web marketing strategy that takes SEO into account, but are you wondering how to insert images and videos on your site?
You should know that photos and video content are very important for SEO copywriting: they not only increase the average time a reader spends on your site, but also improve the quality, providing immediate answers to those looking for specific information.
It’s important to remember to favor original shots and insert the ALT attribute, which is the crucial tag for SEO, as it explains the content of the image to search engines.
The latter should be optimized for SEO by including not only keywords but also synonyms: remember to always rename images using the keyword in this case as well.
Why is it important to rename files with the keyword or relevant words?
Those involved in SEO copywriting cannot underestimate the care in keyword research in text writing and formatting.
However, there “’s an aspect that can often be overlooked due to inattention, but which is relevant. Whenever a document is inserted through a link, a video, or an” image, it’s good to always rename the file using the keyword.
Also in this case, downloading a document with a relevant name or an “image that hasn’t been renamed can make the difference between well-curated, quality content and” approximate copywriting activity.
Let’s see why inserting internal links is fundamental in SEO writing
Internal links are also an element not to be underestimated for SEO copywriting. To insert them, it’s always good to add the title attribute (and use the keyword here).
If you’re wondering what their function is, know that they allow you to improve content results, cross-linking between pages of your site and giving new life to old texts that would no longer be read.
However, it should never be forgotten that exaggeration is not good: forcing should be avoided as much as possible, since the web only rewards links inserted when they are truly needed for in-depth reading.
Another aspect to consider that is often overlooked is that isolated links are not well received by Google, it’s better if they are part of a longer sentence: this way they will assume greater value in search results and your SEO copywriting activity will be truly effective.
Not just internal links: here’s why it’s important to insert external links
If you want your copywriting activity to achieve good results and SEO scores in search, you must not forget to use external links as well.
For your web marketing strategy, this element is also important: pages containing outgoing links actually have a higher Google ranking (provided the link leads to relevant pages on authoritative and quality sites).
Sharing content: why visible social widgets are necessary
You’ve chosen to focus on SEO to enhance your web marketing strategy and have entrusted content writing to a professional copywriter.
Good, now remember that you can’t waste everything that has been produced, since the article and the written text must also be easily shareable.
For this very reason, it’s important to remember to always include social buttons for sharing at the end of the article.
Use SEO copywriting in your web marketing strategy and you’ll improve your website’s ranking
Do you have, for example, a blog section on your hair salon’s website, but it’s empty and not adequately maintained with valuable content?
SEO copywriting can be the right answer, as this activity allows you to create effective texts that meet the needs of your target audience and, if written with the techniques seen in this brief guide, can guarantee you a good ranking on Google.
Remember, however, that writing well is not enough! It’s essential to rely on SEO copywriting professionals specialized in web writing: only this way can you populate your site with interesting content that is also effective in attracting the reader’s attention and ranks well on search engines.
Do you need a consultation to start your SEO copywriting activity? Contact us, we’ll be happy to help you!
