There is no denying that search engine optimization (SEO) copywriting is a powerful tool for your website. By taking the time to optimize your content for user intent, your website will become a valuable go-to resource for users who are looking for your products or services.
SEO copywriting is a delicate balance between writing in a way that search engines understand and readable, easy-to-consume content that users are looking for. Luckily, search engines are built in a way to tailor their results based on user intent, and they’re constantly making improvements on how to improve their algorithms.
Even with these constant updates, you should still take steps to meet search engine’s algorithm “checkmarks” through your SEO writing. If you’re not sure how to master this kind of writing, this post is for you!
Start with Keyword Research
Before you start writing, you need to know how to position your content to work with search engines. This is why keyword research is the first step when it comes to SEO copywriting.
Through the keyword research process, you will find solid and specific keywords that are both relevant to your business’s niche and not highly competitive (which gives your website a better chance of showing up on the first search results page (SERP)).
At GreenMellen, we use Moz to help our clients identify competitive keywords for their business. There are other great tools out there that are free or low cost (like WordStream), and no matter which route you decide to take, you should come out with a list of keywords to help boost your optimized keywords.
Define Your User’s Search Intent
Search intent is understanding the reason behind why someone is searching for a particular topic/keyword on search engines and how they intend to use the information that comes up on SERPs).
Using your keywords as a reference, you can define your audience’s search intent to select the best keyword for your content.
Let’s look at a real-life example of this:
Let’s say you want to target the keyword “best donut.” What is someone really looking for? The best homemade donut? The best donut flavors? The best donut places on their way to work?
Understanding the motivation behind this search query will help you meet your target audience’s needs and expectations, and this will allow you to create the best content around it.
In the example above, if they are looking for the best local donut shops, you would want to make sure your web page is full of content for people who are looking to eat donuts, not recipes on how to make them at home (we can speak from experience that homemade donuts vs. donut shop donuts do not even compare).
Plan and Outline Your Content
You’ve got a solid list of keywords and understand your target audience’s search intent, but don’t start writing your content just yet! There is still a little bit of planning you need to do on your end.
Search engines prefer content that is well organized and structured correctly, so you will need to spend a little more time planning out your content’s flow.
Ask yourself questions like:
- What’s the purpose of this content?
- What’s the goal once it’s published?
- Who am I writing to?
- How should I organize my content?
- Are there any areas I can break up the content with visual media, lists, and headings?
That last question is especially important, since content structure is a big way to boost your content’s SEO. Content that is easy to digest and skimmable performs well with both search engines and users.
Write, Review, and Publish!
Now, you can finally execute your SEO copywriting plan!
It may seem like a lot of initial work, but it’s this kind of effort that separates SEO content from the rest.
While search engines are important to cater your content around, keep your audience in mind and remember to write like a human. When adding your keywords to the content, don’t overstuff them in every sentence. If you stay focused on your topic and intent, they will fit in naturally. Don’t forget to place your keywords in all the right places and make sure to include links.
Once you’ve completed your SEO content, take a break from it and come back to edit it with a fresh set of eyes. Review your work for spelling and grammar errors, tone, keywords, and content structure.
After you’ve reviewed your content a couple of times, publish this piece for the world to see! And remember, organic SEO writing like this is a long-term strategy; don’t beat yourself up if your content is not ranked #1 on SERPs overnight. If it’s well-written content that keeps both the user and search engine in mind, it will find its way there organically (see what we did there?).
Through this tried-and-true process, you can become a master in SEO copywriting in no time!
If you need any assistance with getting started with your SEO copywriting needs, contact GreenMellen today!