SEO copywriting or SEO content writing often has a wicked and corrupt reputation for being jam-packed with keywords and only keywords. Although, this may be considered as a stereotype by quite a few, going past mere keywords to pen down first-rate content that appeals to new customers and which is SEO-friendly should be highly deliberated.
The standard formula for SEO content writing is to add keyword research with good content and flawless writing along with an on-page SEO. But, in the current market, that move may not be considered as the smartest or the wisest. Keywords are simply not enough and maybe even less important than actually thought.
Being reliant on robust keyword research and on-page SEO can often give out parched and uninteresting content that appeals only to search engines and not to the target audience. The key to attract dedicated customers and keep them loyal to the website is to master the fine art of SEO content writing.
There is a huge difference between creative content and “content” as we know it. To entice and fascinate the customers and to attract traffic and drive conversions, one needs to go far beyond keyword research and really understand the power of words and writing.
To help websites perfect the art of SEO copy-writing, here are 7 points elaborating what really matters in SEO content:
Keyword Research – Doing it the right way
Though keywords should not be the driving force behind any SEO content writing, they should still be given considerable importance before hopping into the content portion of the writing. For this, the approach to writing new content should always incorporate the existing SEO strategy.
It is important for business owners to collaborate with the writers on what keywords are to be used and make sure that they understand the basics of using keywords in their writing past “keyword density.” Other than that, look beyond the data when executing keyword research for new content.
It is true that SEO tools can tell us a lot in terms of search capacity and competition level, but they can’t tell whether the content is appealing to users or not. Also, SEOs and copywriters alike can devote far too much time concentrating on terms they think are pertinent without looking at the complete picture. Yes, great SEO may increase the rankings, but they do not consider factors like readability, sharing and many more.
These foundations of writing should always be the main focus. Having an outline in place, with the keyword research ensures that important parts are not skimmed and helps drive conversions.
Good content structure
A structure and layout for the content from the very beginning to the end is a must. Content conveying a “stream-of-consciousness” or which shows an unorganized structure doesn’t adapt well. Obviously, having a conversational writing tone and capturing a creative flow, while delivering content works the best. For obtaining the best possible content, always create a basic sketch of the probable post or page complete with the title and headings and organize content into sections.
Keep in mind where the content fits into the website and its purpose. Also, decide what internal links will be used and keep the content unified to keep the reader involved. This will help in complete organization and guarantee that it fits into the framework of the site.
The importance of On-brand
Branding is a very important component of SEO content writing. The connection between SEO and a publicizing tactic plays a large role in a business’s success. So, hiring copy writing separate from the brand or the industry is not advised and is even risky as the writing change can become in-cohesive with the rest of the brand message.
Confirm that the content is on-brand and has the accurate business message by applying good language all over the present site and advertising materials. Look out for all the subtleties, such as the words used, the tone used, the elements of the tagline, etc. Make sure accurate content and message is conveyed to the customers by setting the perfect tone, terminology and message the brand is putting out in the content and capture it in the posts and pages.
Integrity & Authenticity
Content writing is driven by more than just sales, it requires integrity and authenticity as well. Driving traffic to the website is the easy part, what is actually difficult is to convince customers to actually use the information present on the website and take appropriate actions.
Integrity and authenticity do just that. With more and more awareness of shady marketing strategies, traditional methods of management are difficult to use. Having content that is authentic, truthful and in line with the morals and beliefs of the business that makes the brand’s message as well as services clear, makes a business stand out.
Knowing the Target Audience
Producing great content requires knowing the target audience and being in tune with them and their needs, concerns and pressure points. The only way to hook the audience to your content is by delivering what they require and creating a vast web of information concerning their needs. More importantly, all of this needs to be conveyed in ways and languages they understand.
Pay attention to what the customers and potential customers are asking for, then do a rapid but comprehensive and thorough search to see if any other sites have addressed this issue, and how they have done so. Also think of fresh, new and out of the box ideas to keep the audience hooked to the content till the end.
Mastering the fine art of micro-engagement can take the SEO content from good to mind-blowing. Use various tactics to keep the users hooked on the content. Include and integrate elements into the content to keep customers clicking, scrolling and reading more.
Use an interesting and conversational tone while keeping the content brief and to the point as drawing out long pages of content often makes the user lose interest. For this, a solid understanding of the target audience, as well as a sense of the kind of content that keeps the audience engaged, is required. Test out diverse approaches and look at the results that give great data-driven techniques to see what works and what doesn’t.
Then incorporate a few of these ideas into the SEO content. Keep adding the latest fads and trends in the content to keep the readers involved like memes, gifs, helpful tips, stories, examples, etc.
Content freshness and competitive analysis
Having new, fresh and out of the box ideas always drive customers to a website as it gives a renewed and original spin on ideas and presents things in different and innovative manner. All of this can be more thoroughly done via competitive analysis of the SEO content.
Proper competitive analysis allows growth of new content ideas – be it in their presentation or in the content itself. So, look at what the competitors are doing and do it better along with giving it a new spin.
Keeping in mind these rules and factors allow companies to write amazing content for their websites, construct it for search engines and produce content that is engaging, fresh and drives the traffic to websites with the best possible outcomes.