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SEO

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.

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. Search engines regularly update their algorithms to penalise poor quality sites that try to game their rankings, making optimisation a moving target for advertisers. While keyword research is still crucial, search engine algorithms have evolved. Google treats the trust and authority of your domain, what others think about your content, and the words they use to describe it in links as an important indication of quality and relevance. Thanks to blogging and social media platforms, more people than ever are able to cast their vote on what’s relevant by linking to it, bookmarking it, and tweeting it.

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!

After all, as Seth Godin said, “The best SEO is great content.” If you can create content that grabs your readers attention, answers their questions and drives incoming links, you can finally start seeing some tasty search engine positions. And that is a very cool thing. Want to get started with your SEO, and get better results for your website? Get in touch with us today to hear more about your opportunities, pricing, processes and more.