Table of contents
What is SEO copywriting and what is it for?
SEO copywriting is about creating content that is optimized for people and search engines.
In other words:
SEO copywriting is about writing content that Google can understand. And, at the same time, that content has to be appealing to users. In such a way that both can understand it and that both people and search engines have their needs fulfilled.
Why it is important
Creating content that appeals to search engines and people is key to achieving two things:
- It must be accessible to search engines so that they can index and classify it.
- It must be readable for users and respond to their queries.
One without the other makes no sense.
If we only focus our content on search engines they will understand it, but for people, it will probably sound like gibberish to them.
On the contrary, if we focus all our efforts only on people, then it is very likely that the search engine will not be able to classify the content of the URL in question so it will not position it.
It’s a tricky balance that you must maintain to succeed in SEO.
How to make a good SEO copywriting in 5 steps
The easiest way to reconcile both worlds when writing your content is to follow these 5 steps explained below:
Perform your Keyword Research
Choosing the topic on which you are going to write or create your content is essential.
To do this, start by choosing terms relevant to your business and check the volume of searches, derived keywords and competition to rank for those terms.
At this point, we look for terms that are specific and relevant to your business with a good ability to generate sales and have little competition.
Analyzes the Search Intent behind the main keyword
Once you have a clear idea of the topic and related keywords that should appear in your content, spend some time analyzing the best results offered by Google for your target keyword.
Analyze the type of content that appears.
Are they informational results, i.e., texts that answer questions such as “what” “how-to” guides, video tutorials, etc…
Keep in mind that when someone enters a query in a search engine, they are motivated by something.
There are 4 types of search intentions which are classified into:
- Informational: the search engine returns answers to questions or information on a specific topic.
- Navigational: when the user searches for a specific website by entering the name in a search engine.
- Commercial intent: the results page returns listings of products, services, opinions or reviews about products or services.
- Transactional intent: when searches directly return a product, application or service.
In your keyword research, you should check which of all these intentions prevails in order to adapt the content to the dominant search intent.
Perform SEO on SERP
In addition to the search intent, observe whether and what type of rich snippets appear in the results.
In this way, you can take advantage of this to adapt your content to what the search engine returns and get a more relevant space in the results.
Create a Script
An important element of planning your article is to establish the structure.
The structure of the text is fundamental for SEO copywriting.
This script acts as a roadmap that allows you to create content while maintaining a common thread from start to finish.
In addition, it is worth thinking about the structure of your article before you start. Because the structure is the skeleton of your text: it will help the reader to grasp the main points of the article.
Write the content respecting SEO rules
Finally, start writing like crazy. Let yourself go and write the main part of each section.
Once you have the draft of your text is when you can start to put your hand to SEO-optimize it.
Start by introducing your keywords and their derivatives in the headings and subheadings and some additional paragraphs.
Also, take into account the graphic material. Include contextualized images and videos if necessary.
And finally, don’t forget to include the most relevant keyword in the URL and optimize for CTR in both the title and meta description.
In conclusion
SEO copywriting is an art.
It is necessary to learn to balance very well all the aspects that search engines take into account when indexing and, of course, the people who will consume the content.
Although search engines look at very specific elements to understand and index a specific URL, at the same time they collect information or signals generated by users interacting with the content to know if they should keep, move down or move up a URL in their results.
That is why it is so important to master this SEO copywriting binomial.
Tip: We recommend that you always keep the end-user in mind when designing a piece of content. The more positive signals the search engine gets about the navigation of your users for that particular URL, the more Google will be motivated to move you up in the rankings.
Tools and recommended reading:
Frequently Asked Questions
The SEO copywriting of a project is one of the critical pillars of SEO. Presenting readable text to crawlers and people is a challenging task. If you want to learn how to develop this ability to make Google’s job easier, you need to understand this concept thoroughly.
It measures the relationship between terms or keywords to see the degree of proximity between them. It is a really useful concept to identify the concepts that should go together in the same text and that serve search engines to contextualize the content of a URL.
LSI (Latent Semantic Indexing) keywords are conceptually related terms that search engines use to understand in-depth the content of a web page.