SEO Copywriting Guide for 2020: Write Content That Ranks
Jeanne San Pascual, Author
PUBLISHED: Jan. 2, 2020 | LAST MODIFIED: Oct. 21, 2020
Copywriting for SEO, also known as writing for search engines, is all about writing persuasive content that’s also web-friendly.
What this does is provide your existing copy a chance to rank higher in search engine results.
The process goes beyond using copywriting techniques by incorporating keywords that people are actively searching for.
So if you don’t want to stop at converting people and want to get easily found on Google as well, here’s how to do SEO copywriting right the first time!
What is SEO and copywriting?
Optimizing your web pages and blog posts means making your website visible to more people who are searching for keywords that’s connected to your business.
Using a variety of on-page SEO and copywriting tactics can give you n opportunity to rank HIGHER in search engine results while driving them to take action while visiting your site.
Use a keyword wrong and you may just end up hurting your business.
Because you’re missing out on all the benefits of getting organic traffic from Google which will mean fewer leads and sales for your business.
Why Use Copywriting for SEO?
Most people think that copywriting should only be reserved for the purpose of selling…
But that couldn’t be more wrong.
Copywriting can be used for a number of other goals and not just selling, one of which is SEO.
Writing with SEO in mind can help your pages…
- Show up on the first page Google
- Convert more visitors into customers
It’s not enough that you put out high-quality content—you also have to optimize it so people can find and read what you have to say.
Copywriting for SEO: Secrets to Better Rankings
Copywriting for SEO requires that you meet two things. It should be keyword optimized while also sounding like human.
Gone are the days where all you need is to stuff a page with keywords and voila, 1st page ranking follows.
Today’s SEO copywriting rules are more than just keyword targeting and placement. In fact, the BEST approach now isn’t just to write appealing content but also meet the following criteria:
Create Relevant Content
Publishing relevant content has been stated by SEO experts as the single most effective SEO tactic for them.
So how do you actually write relevant content?
Target keyword phrases that are 3 to 4 words long (long tail keywords) and address what people are search for.
However, don’t make the mistake of stuffing or over-optimizing your content.
Your website might not get indexed by Google and get flagged for being unreadable and repetitive.
The key here is balance.
Optimized pages that target a keyword phrase and address what users are searching signals relevance in Google’s eyes.
Keep Your Content Fresh
It’s essential that your articles provide the latest info and are updated to reflect any recent changes in your topic.
An outdated article can turn off a visitor as quick as you can click the “back” icon on your web browser.
Google prefers content that’s regularly updated because they value user experience. They want to show content that’s useful and answers people’s questions.
This means it’s easier to rank on the first page if you’re constantly adding more details into your existing article.
An amazing way to update an article is to expand on that subject with related topics.
Say, you have an article about keto diet food list. Why not include a keto menu, diet plan, recipes, and more?
Not only will you be making your content more comprehensive, but you’re also making it more comprehensive for your potential readers. That way, they no longer have to visit multiple pages to find the answer they need.
Write Content That Will Appeal to Your Readers
When writing for SEO, it’s easy to get caught up on how Google will see your content…
But keep in mind that your audience are people so you should always write for them FIRST.
This means writing in such a way that’s readable, human-sounding, and isn’t stuffed with keywords. In fact, readability is one of the top factors that will determine if your content will rank well as told by Yoast.
Keep in mind that visitors come to your website looking for specific information.
They want something that will answer their current burning question. Do that and you’re one step closer to having better SEO.
Supplement Quality With Quantity
Nowadays, it’s not enough that you put out high-quality content. You need to discuss your topic in detail too.
This means churning out a thousand-word article if need be.
In fact, Quoracreative’s post on blog statistics states:
- Top-ranked posts in Google average between 1,100-1,200 words.
- In-depth, long-form content generate about 10 times more leads compared to shorter ones.
- More than 60% of bloggers report seeing very strong results for posts beyond 2,000 words.
The longer the content, the better it performs. Posts in 3,000 to 10,000 words range perform best due to the abundance of long-tail keywords mentioned.
For high competition keywords, the recommended length should be anywhere between 2,200 and 2500 words.
Steer clear of publishing posts that are 200 words or under as this will be labelled as thin content by Google.
The above statistics just goes to show that the length of your blog post can do so much to push you to the top of the search rankings. So don’t just focus on quality—make sure that you discuss it in-depth as well!
Go for a Conversational Tone and Clear Message
If you’ve read enough stuff on the web, it’s all too common to see formal and stiff writing.
And unless your target customers are royals, talking in a strict, business-like manner will hardly endear your audience to your brand.
Another common mistake is going for copy that’s clever instead of CLEAR.
No matter how nice-sounding your message is, but no one understands it then it’s really all for nothing.
Remember that your website is for your target users…
If you want it to serve as an adept sales tool for you, it should cater to your readers and take into account what kind of information they’d look for.
Write Effective Headlines
Neil Patel states that headlines are one of the most important factors if you want a better click-through rate.
This is understandable because headline is what serves as the glimpse of what your content is about. It’s what ATTRACTS people’s attention and PROMPTS them to click and read further.
That’s why it’s important to focus on the headline since your leads will see it first before they even see what you say in your content.
As long as your headline is clickable and appealing, it won’t really matter what position you rank within the first page.
Because you’ll still draw in organic visitors to your site.
Add a Meta Description
Meta descriptions play an important role in search engine optimization. These descriptions of about 155 characters provide information via a short snippet of what your page is about.
What it mainly does is help search engines like Google and its users understand what the topic is.
Google often shows the meta description in its results when the term being searched is within the description.
That’s why it’s important that you optimize your meta description with the keyword you want to rank for.
If you want to write meta descriptions that catch people’s attention and ranks in Google is you have to understand what keyword intent is.
Keyword intent is the main purpose behind a keyword.
But take note…
You don’t have to place the exact same keywords within your meta description if it doesn’t flow well.
There are plenty of content that ranks even though their target keyword isn’t in the meta description.
Remember, Google has over 200 ranking factors so a keyword in your meta description won’t likely be a heavy consideration.
Doing Keyword Research
Copywriting for SEO requires a special focus on keyword placement. I’ve purposely mentioned keyword research as one of the last steps here.
Because although it’s obviously important, it’s a common mistake to neglect other areas of SEO after optimizing a page or website with keywords.
The right keyword phrase will certainly increase your chances of ranking higher in search engine platforms…
But the thing is, it needs to be performed regularly as keyword relevance also changes constantly.
Keyword research is no doubt one of the foundational principles of different marketing practices.
Having the relevant keywords help engage potential customers, drive traffic, as well as online sales—which means improved bottom line for your business.
I won’t be discussing in detail what tools to use for your keyword research but here’s the top 10 ones you should be using as compiled by Ignite Visibility.
The above points discuss all the essentials you need to know when it comes to integration copywriting with SEO.
Although traffic growth rate is bound to differ for everyone, incorporating the above can definitely help you generate more traffic.
Aspects of copywriting such as “persuasion” and “psychology” can improve your organic rankings while helping you captivate your audience at the same time.
Make sure to get started now and reap the rewards later!
What do you think about SEO copywriting? Do you think it’s worth trying?
Why, hello there! Thanks for reading this far. 😉 I’m the copywriter behind The Copy Psychologist and I’ve been a full-time copywriter since 2011. Over the years, I’ve worked for more than 90 brands and businesses in creating copy for their emails, websites, and sales pages—to name just a few.
I use my background in psychology to write copy that wins sales, overcomes barriers to purchase, and conveys value without the standard “salesy” spiel that ick people out.