How To Use Copywriting For SEO

Copywriting is a long established marketing practice that is evident within both print marketing and online marketing. So what is copywriting? Copywriting is the process that is used to create text that persuades and ultimately converts a prospect into a customer. It may be surprising that marketing and especially digital marketing is so reliant on copywriting when we live in such a visual world, but as the ubiquitous adage highlights, ‘content is king’.

Many businesses now recognise that blogging is a critical component of a successful SEO strategy. However, many neglect the importance of copywriting. The importance of copywriting for SEO is twofold: It can support the on-page optimisation of your website while also encouraging potential customers to complete an action that is valuable to your business (such as completing a contact form or subscribing to your email list).

In this article, we will outline our top five tips for using copywriting to support your SEO efforts.

Our Top 5 Tips – Using Copywriting For SEO

1) Start with a copy/content audit

Before you can improve your website copy, you need to know what the state of your copy is throughout your website. The best way to evaluate your copy is to conduct a content audit for each page of your website. While this may be a daunting undertaking, it will be a valuable source of content insights. Start by reviewing the main pages of your website that your visitors are likely to use.

We recommend using the following list as a checklist for your content audit:

  • Does the page include a relevant meta title with at least one keyword that your business is looking to rank for?
  • Is the meta description enticing and does it inform searchers of the content that they are likely to find on that page?
  • Can you find a key message within your content – is there a clear story and structure to your work?
  • Can you identify a call to action (CTA) on the page?
  • Is the styling and formatting clear with paragraphs, headings and bullets?
  • Is the content up to date and relevant to your business today?
  • Are relevant keywords present in your content?

Once you have reviewed each page with the checklist you should have a clear idea of the improvements that you will need to make. Our next four tips will address some of the points in the checklist directly.

2) Optimise your page meta data

If your page meta data is relevant and enticing to searchers you are one step closer to copywriting success. We recommend having an optimised page title and meta description on every page of your website. The page title should inform a searcher of the page content, while the meta description should explain the page content in detail and convince someone that they should visit that particular page of your website.

For example, the meta data for this page is:

  • Page title – How To Use Copywriting For SEO | Compelling Copy – Blog – VIP IT

From this, you can deduce that the page is about using copywriting for SEO and that it is a blog article and not a page that is trying to outline a service.

  • Meta description – Find out how to use copywriting to improve your search engine rankings. Our guide to copywriting for SEO will help you create compelling copy that converts.

The description is clear that you will find out how to use copywriting to benefit your search engine rankings and that the content will focus on helping you produce compelling copy.

3) Outline a key message and support it with a CTA

Website pages with a key message are considerably more effective than those without one. Your key message should act as a thread through your content and be important to your target audience.

For example, if you are preparing copy for a services page on a website that sells commercial coffee machines, your key message might be that ‘great coffee leads to a happy and motivated workforce’. You could then support this message with a CTA such as ‘Arrange your 30 day coffee machine trial today’. In this case, you have a key message that you would support with relevant text about how great coffee can motivate staff and then you would conclude it with your call to action.

Adding this content structure to your website pages is not only beneficial for your SEO, it will also support your PPC efforts or any digital marketing method that has the end goal of facilitating a conversion.

4) Use styling to create and maintain reader engagement

In many cases, businesses invest considerable resources and effort in creating great content only to fail at the final hurdle with sloppy styling. Customers expect clear styling on a website so they can navigate the content without expending unnecessary effort. When was the last time that you engaged with a business that presented itself poorly?

Introduce clear paragraphs and headings to divide your content into sections. This will improve your pages’ readability and allow you to emphasise your key message and at least one CTA. It is recommended that you use one H1 tag (this should be the same as or very similar to your page title) and a number of H2 and H3 tags. H2 tags are well suited for subtitles while H3 tags are great for highlighting bullet titles or making a statement before an important paragraph in your content.

5) Place relevant keywords throughout your copy

Strong keyword placement will ensure that search engines know what each page of your website is about. If you know which keywords your customers are using to find your business, you should try to place these throughout your copy as long as the placement is natural and makes sense. If you do not know what keywords your customers are using, you can use Google Analytics to find out. These keyword insights can then be supplemented by keyword research tools such as the Google Keyword Planner. Ideally, try to place keywords within headings tags and throughout your paragraphs. Paragraphs are particularly useful for the placement of long tail keywords.

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