Search engine optimisation, or SEO, attempts to improve a website’s organic search rankings in SERPs by increasing the website content’s relevance to search terms.
SEO copywriting is a specialised form of online writing that:
- Contains key-phrases — words your target reader types into a search box to find the information she wants.
- Helps online content rank higher in search results (such as Google.)
- Drives qualified traffic.
SEO copywriting is quality writing. Period. The key-phrases shouldn’t make the writing hard-to-read, sound repetitive, or lose its conversion focus.
How is SEO writing different from traditional copywriting?
- The main difference is: SEO writing contains key-phrases. For instance [blue cashmere sweaters] is a key-phrase. Typing key-phrases into Google is what we do every day, right? We type words into Google’s search box to get answers to our questions. But the thing is, SEO copywriting is much more than just inserting key-phrases into content: Google also wants to see authoritative content that fully answers your readers’ questions and stands out from competing content. Some people believe you can shove a bunch of key-phrases into the content and still get a high ranking (commonly known as “key-phrase stuffing.”) Not anymore. SEO copywriting serves two masters. Google has gotten smarter, and things have changed. Now your content needs to be high-quality content for Google to position it in the top spots. So in actuality, your content satisfies two masters. On the one hand, your readers need to love it. Your content needs to be relevant and a resource your readers enjoy — something that educates, entertains or enlightens them. On the other hand, Google needs to see the content written in a certain way to understand what the page is about. Understanding how to make this happen helps your content “compete” with other pages for rankings. This is where SEO copywriting best practices come into play. So if you’re concerned that:
- Your pages aren’t showing in Google Your pages aren’t converting
- Your content is outdated and you never really liked it, anyway
- Your content was never optimised, and now you think it is time to do so
The good news is that SEO copywriting could represent a huge opportunity for you!