How to Do SEO Copywriting: Examples & Tips to Rank and Get the Click

In this article, you will learn how to do SEO copywriting with examples, and tips to rank and get the click.

Wondering how to improve your keyword rankings with content? These tips for SEO copywriting can help you start.

Writing is hard enough, but writing with the goal of ranking in Google requires even more strategic planning.

SEO copywriters consider user expectations and how search engines work throughout the writing process.

For website owners who want to increase their visibility through content, and understanding SEO copywriting is the right place to start.

How to Do SEO Copywriting: Examples & Tips to Rank and Get the Click

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How to Do SEO Copywriting

What Does SEO Copywriting Mean?

SEO copywriting is creating content with the goal of ranking in search engines for relevant keywords.

This process can be applied to your homepage, product pages, blog posts, or even your profiles on review websites.

When done properly, SEO copywriting can increase the total number of keywords your content ranks for.

Tips for SEO Copywriting to Rank and Get the Click

The greatest content will always be created with users in mind. But there are strategic choices writers can make to help search engines better understand their content and promote it accordingly.

Here are some tips for SEO copywriting to create content that is valued by both users and search engines.

1- How to Do SEO Copywriting: Research & Prewriting

Choose a realistic keyword goal

Before you start writing, you should have a clear keyword goal in mind. But be sure to set your content up for success by establishing realistic and achievable keyword goals.

Keyword research is the foundation of the search engine writing process. You may be tempted to choose industry keywords that have a higher search volume, but these keywords are often extremely competitive.

If your website has less authority, you're unlikely to rank on the first page for these terms, no matter how good your content is.

So how do you know if your content has a chance of ranking?

Keyword difficulty scores can be used as a reference for your keyword goals. I suggest finding relevant keywords with a difficulty score that is less than or equal to your website's domain authority.

These keywords may be a long tail or have a more informative search intent, but they can present real opportunities for your content to rank quickly and start generating clicks.

Analyze the top ranked content

Want to know what it takes to rank? Look at the content that is already on the first page.

Look at the top ranked pieces of content and use them as templates for your own content creation.

How long is the content? What are the page titles and meta descriptions that entice users to click?

The goal is not to create a carbon copy of your competitors, but to better understand the content, authority, and page experience signals that Google's crawlers respond to.

Understanding and writing for search intent

Search intent is often classified into four categories: navigation, information, transaction, and commerce.

The search intent of your target keyword determines the type of content you should create.

For transactional keywords, Google tends to promote product or service pages, knowing that the user wants to make a purchase.

For informational queries, Google more often ranks blogs, top 10 lists, how-to articles, and resource-based content types.

It's likely that your keyword can be ranked in one of the four categories above, so strive to meet that intent with your content.

Define your structure

Not all draft content will look exactly the same, but the idea is to determine the overall topic, subtopics, headings, and main points of the content.

If you optimize your content correctly, your keywords will have a prominent place in these structural elements.

Not all copywriters like to work from outlines, but they can be very helpful in ensuring proper on-page SEO practices.

Prioritize quality over everything else

Google is looking to rank quality content for its users. But what is quality according to the crawlers? Relevance, load times, backlinks, and referring domains, to name a few.

When it comes to quality signals that are communicated through writing, Google looks for:

- Comprehensive, in-depth content.
- Original reporting and analysis.
- Expert authors and sources.
- Correct grammar and spelling.

Do your best to follow these signals, and Google will be more likely to consider your website to be of high quality.

2- How to Do SEO Copywriting: The Process

How to Do SEO Copywriting: Examples & Tips to Rank and Get the Click

Explore your topic in depth

While content length is not a ranking factor, there is a strong correlation between longer content and higher rankings.

This is because longer content is more likely to exhibit the quality signals listed above. Other studies have shown that longer content also generates more backlinks and social engagements.

So do your best to be thorough and explore your content in depth.

Keyword tools can help you develop your content by showing you subtopics that relate to your keyword goal.

Write for Passage Ranking

Google's Passage Ranking update was launched in early 2021. As a result, Google no longer indexes and ranks only web pages, but specific passages of content.

For example, the content below provides a complete answer to the search question [What is an SEO assistant?]

When the user clicks on the SERP result, Google has indexed the exact part of the webpage that answers that question and highlights it for users.

Passage Ranking means that your piece of content has many opportunities to rank for several queries.

Strategic use of structure, headings, and questions is key to getting your content passages to rank well in search results.

Use a content optimization tool

Using AI and NLP tools can result in a significant increase in keyword rankings.

Clearscope, SearchAtlas, SEMrush, and others all have content optimization software that takes some of the guesswork out of the SEO copywriting process.

These tools identify common words and topics used in top-ranked content and suggest similar terms to include in yours. As long as you integrate them naturally, the results can be significant.

Offer answers to related questions

How to Do SEO Copywriting: Examples & Tips to Rank and Get the Click

Another way to improve keyword rankings is to answer common questions users ask related to your target keyword.

You can find these questions in several ways: Google searches and a keyword tool.

Check out People Also Ask and autocomplete to see what common questions users are asking about the topic. Then be sure to include these questions and their answers in your content.

Include synonyms and keywords in your titles

It's important to include your keywords in your h1 and h2, but Google is now smart enough to understand synonyms and other related terms.

Choose words that have a semantic relationship to your primary keyword target.

Google's NLP algorithms use these to understand your content more deeply.

Adding these terms to your titles can help you signal strong relevance but without keyword stuffing.

Avoid long sentences, long paragraphs, and spelling mistakes

In terms of readability, you want your content to be easily understood by a large number of people. If your content is too academic or technical, some may choose to bounce to the SERPs.

Similarly, poorly written or typo-laden content will turn readers off.

Stick to shorter sentences and paragraphs to improve the reading experience.

Some SEO tools recommend an academic level, but the idea is to keep the language simple and accessible to as many people as possible.

3- How to Do SEO Copywriting Extras

Light up your content with rich media

While the long text is important for ranking, your content should include other non-text elements that help readers stay engaged.

Be sure to include images, videos, or infographics in your content, especially to break up long passages of text.

Google likes content that incorporates rich media, so use it to your advantage.

However, if that rich media slows down the performance of your pages, it can work against you. So be sure that any rich media is optimized for speed and performance.

Include relevant links with contextual anchor text

Your internal and external links, as well as the anchor text for those links, are also important quality signals to Google.

Be sure to link to relevant and authoritative sources. Also, be sure to use best practices for anchor text:

- Anchor text must be relevant to the landing page.
- Don't use too much exact match anchor text.
- Stay away from generic anchor text (for example, "click here").
- Use contextual anchor text as often as possible.

Make your content easy to navigate

How to Do SEO Copywriting: Examples & Tips to Rank and Get the Click

Features such as a table of contents and jumplinks provide a more user-friendly experience for your content.

This is especially true for longer articles or resource pages.

Google's crawlers like to see these UX-enhancing navigational elements on the page. Be sure to incorporate them whenever you can.

4- How to Do SEO Copywriting: After Writing

Make sure Google understands your content

A week or so after publishing your content, log into your Google Search Console account to confirm that Google understands it correctly.

See which keywords you are getting impressions for.

If they are close or relevant to your initial keyword goal, that's great. If not, then maybe you need to rework the content.

Higher positions and clicks will come with time and authority building, but impressions are a great early sign that Google understands your content and knows when to promote it.

Optimize and test your meta tags

Google now rewrites page titles and meta descriptions when it deems necessary, but this only happens about 20% of the time.

It's still important to write optimized meta tags so that Google understands your content and users are enticed to click.

However, you shouldn't take a one-size-fits-all approach to meta tag optimization.

If, after several months, your content reaches the first page but click-through rates remain low, test page titles and meta descriptions to see which ones perform better.

Revise and update accordingly

As time progresses, your content will eventually become outdated.

New information may become available, keywords may become more competitive, links may break, etc.

So be sure to revisit old or underperforming content to see if it needs more attention.

Your most important content assets should be updated at least once a year, especially if they cover industry trends or analysis.

Why Is SEO Copywriting Important

Google relies on natural language processing to understand what users are looking for and what your content is about.

Over the years, NLP models have become much more advanced. If you're interested in learning more about NLP technology, put some of your own website content into Google's Natural Language Demo API. Then you'll see how Google goes about understanding it.

Thanks to Google's advances in neuro-linguistic programming, SEO copywriting has evolved to consist less of quick tricks and more of creating informative and useful content for users.

But, Google is still a robot. SEO copywriters need to consider how search engine technology really works and leverage that knowledge when writing content.

5 Examples of SEO Copywriting

1- Useful and informative

Your website should help the user achieve their goals and provide excellent information.

For example, if you're creating a website for your accounting firm, you'll want to include your name, bio, credentials, contact information, hours of operation, and even a blog with useful information about your work.

You need to make sure your pages have quality content. If your pages are useful, you will attract visitors and encourage people to link to you. You need to write clear and concise information that effectively conveys your message to the reader.

2- More valuable and useful than other sites

Your piece of content needs to be unique and more valuable than similar articles on the web.

If you provide original, quality content on your site, Google will reward you with higher rankings. But a lot of marketers don't know how to make their content amazing.

You need to focus on bringing more value to your reader.

Fortunately, Brian Dean of Backlinko created the Skyscraper Technique, which is a method to create high-quality content and collect many quality links in the process.

3. Credibility

Google prefers that you show credibility through links, citations, research, testimonials, and reviews. Customer reviews are also very helpful.

It's not enough to write about your personal ideas, opinions, and experience. The most successful and most trafficked websites publish credible, data-driven content.

Data-driven content includes articles or blog posts that combine the author's opinions and ideas with data and scientific research to offer a unique and reliable answer to a question. People are more likely to believe claims that are supported by data.

4. High quality

How to Do SEO Copywriting: Examples & Tips to Rank and Get the Click

The content of your website must be specific, unique, and of high quality. Its primary function should be to provide the reader with an enjoyable experience.

5. Engagement

You need to get visitors to not only read your content but also engage with it.

Writing quality content is the cornerstone of improving SEO, but you also need to make your content easy to consume and share.

So after you fix any spelling and grammar mistakes or style issues in your content, you'll want to work on improving engagement with images, videos,...

SEO Copywriting Rank and Get the Click

Do you want to create content that not only ranks well but also effectively markets your products or services? If so, you need to master SEO copywriting. 

SEO Copywriting is the successful marriage of two disciplines: 

- SEO (search engine optimization): This is about helping your website rank well in the results pages of Google and other search engines.

- Copywriting: The art of writing copy that persuades a visitor to take any action, such as buying a product, sharing your article on social media, or simply reading the article all the way through.  

When you combine the two, you have a great tool for your online success. Don't let your website languish in anonymity, rise above the crowd and get the organic traffic you want by learning how to create content that humans and search engines love.

How to Do SEO Copywriting Summary

The reality is that SEO copywriting doesn't stop after the content is published on your website.

The internet evolves, algorithms change, and your content must be updated accordingly.

If you implement this last tip, you can increase the lifespan of your content so that it retains its keyword ranking for years to come.

At its most basic, SEO copywriting is copywriting that contains key phrases. But after reading this article, you can now see that SEO copywriting goes far beyond simply putting keywords in your content.

Google wants authority. It wants content that fully answers your visitors' questions, is unique, and stands out clearly from the rest of the competing content.

Back in the day, marketers could get away with inserting keywords into their low-quality content and rank high on Google. Times have changed.

Here are some resources for good copywriting:

- Yoast: “SEO Copywriting: The Ultimate Guide
- Brian Dean at Backlinko: “SEO Copywriting: 17 Powerful Secrets

SEO Help - Amin Educate
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