Content Writing Tips: 4 Reasons Why SEO Copywriting Is Your Answer to Google Glory
75% of users will not scroll past page one of Google. When you consider that we search for EVERYTHING and that 90% of ALL online experiences start with typing into that little search box, can your business ignore Search Engine Optimisation? It’s crucial to content writing for your business!
“The best place to hide a dead body is the second page of Google” – Anonymous
But what can a business (however big or small) do to get onto this holy grail of search engine results pages? Surely it is impossible? Well, the answer is not if you know a little thing called SEO copywriting. The art and some would say the science of creating content, crafting words in a certain way to increase organic search, influence rankings and sell products and services.
So in that spirit of content creation, here are some (well, about 1000 words, give or take) on what SEO copywriting can do for your business and why, in this word crafter’s opinion, and a few quite influential people, you need it…now.
1. The Search
Think about your average day. How often do you type something into Google? Today alone, I typed, for my children, I hasten to add, “Why was Crabbe not in the fourth Harry Potter film” along with “The Body Coach Goan Fish Curry Recipe”; “How to get pen out of the sofa?” and “Where to find affordable loungewear in lockdown?” (This is pretty much a summary of my life right now!)
Google and SEO begin and ends with what people are typing into Google.
When Google first appeared, users would type in maybe one or two keywords relevant to their search. Say ‘coffee shop Edinburgh’ but, now over 50% of users type in much longer relevant phrases and questions, so this becomes ‘coffee shop in Edinburgh with comfy seats and free Wi-Fi’.
This is where a great copywriter can help you, the long tail keyword.
Compared to the shorter term or the head-turn, the long tail keyword does not have as much competition and therefore is easier to rank for. However, to achieve this, it is critical you understand who your audience is, what they are looking for and their intent.
An SEO copywriter, through keyword research, can determine exactly what your audience are typing into Google and, therefore which long-tail keywords you need to have in your written content. But a note of caution here! Google will penalise you for over-stuffing keywords into your content, so it needs to be placed relevantly and not thrown all over the place. Why? Because the user will turn off and you will be left in the Google graveyard.
2. The Hook (aka the Headline)
“When you have written your headline, you have spent eighty cents out of your dollar.” David Ogilvy, Advertising legend.
We all know what a great headline can do. It makes you stop and makes you read. Or at first, it doesn’t because it is so emotive, but then like a car crash, you need to find out what is written below.
It is the same with website content. Write a poor headline and you might as well have not bothered writing the content below, but write a great one and it will lead to increased clicks, more readers and lots more people sharing it. All of which means higher rankings.
But a great headline is not that easy. If it were, everyone would be doing it. Copywriters are adept at creating headlines that generate AIDA: Attention, Interest, Desire and Action and surely that’s what any business wants.
3. The Content
So you have a brand new sparkly website but not much to say. Here is where lots of businesses find the problem.
“Content is the reason search began in the first place.” — Lee Odden, CEO TopRank Marketing
Content is King, Queen and everything in between and Google loves good content. Why? Well, what are users on Google for if not to find an answer, look for a solution and get information that resonates? And the only way for businesses to do that is through providing clear, concise and compelling content for their audience. This is not something you could write on a napkin. It needs to be something of substance or Google will (yes, you have guessed it) penalise you for it.
We, copywriters, love content. It’s our bread and butter. We know how to get to the heart of your customer and put them at the forefront of the topic. After all, why else would they read it?
Remember, you have to write as if you are talking to a human being, not only that, ONE human being. Your content has to make them feel that your business specifically understands their pain points, what they want, and how you can offer them a direct benefit, otherwise as Rand Fishkin of Moz says: “no one will care.”
4. The Journey – or Specifically the User’s Journey
Have you ever been on a website and just cannot find what you are looking for? What happened? You got fed up and left the site. People want to find something quickly, three clicks or less or its goodbye.
The easier you make it to get around your website, the more people will want to stay on it. You wouldn’t put barriers up around a shop, so why would you do it on your website? Remember, linking is fundamental to the web. Search engines want to know that your content is linked.
You would be surprised at how many clients don’t consider including hyperlinks within their site to link key and relevant pages. Or how many use a passive call to action button instead of something actionable. A good SEO copywriter can ensure that these elements are all there, all creating a natural flow and ensuring the user’s journey is a quality one.
Words sell. Put it this way. If you were networking in a room of people, you would sell your business by talking about it, gauging your audience, finding their pain points, talking up your benefits and solving their problems. This is what SEO copywriting does online. Don’t ignore it.
This guest blog is written by Claire of Claire Maclachlan Copywriting.