The aims of this post is to shed light on the basic principles of copywriting and its advanced application in SEO. The goal is to provide a comprehensive yet accessible guide for beginners in the SEO industry while also serving as a refresher for seasoned copywriters.
Given the extensive nature of the topic, we will try to divide the best guide into three sections: the pre-writing phase, the writing process, and post-writing tasks. This first section will cover everything a copywriter should consider before putting pen to paper.
Pre-Writing Considerations
A clear and defined purpose should always guide your writing. Whether for sports coverage, entertainment news, or educational content, this purpose should remain at the forefront of your writing process to ensure clarity for your readers.
Identifying your target audience is equally important. Understanding their cultural backgrounds, technical know-how, and specific needs will allow you to craft a message that resonates with them. Remember, the internet is a vast network, and your target audience may be a small fraction of the total users. Therefore, speaking their language is crucial to converting site visitors into customers.
Researching Information
In SEO content writing, accurate and relevant information is king. Understanding what your audience wants and how they search for it is essential. Internet case studies, surveys, and polls are valuable sources of demographic data about web users. If you're fortunate, you may discover insights about the search habits of different demographics.
Ensure any information you use comes from reliable sources.
Analyzing web pages that rank high in search engines, especially those related to your field, can also be beneficial. Learn from their success and apply their strategies to your work. Be cautious, however, not to plagiarize - copyright laws are strict, and penalties can be severe.
SEO forums offer insights into the latest trends and updates in the SEO industry. However, they may be complex for beginners, as the discussions often involve technical jargon.
Choosing the Right Keywords
Now let's get down to the nitty-gritty - selecting your keywords and key phrases. These are the bait that will attract and hopefully hook your potential customers.
Brainstorm with your client to select keywords and phrases that align with their brand and SEO goals. Several online tools like Keyword Discovery, GoodKeywords, WordTracker, Overture, and others can help.
Choose popular but less competitive terms, especially if you're starting. Also, consider regional variations and equivalents of your products or services. It's wise to incorporate regional information to attract users looking for localized results, thereby reducing competition.
Crafting the Content
The content should provide helpful information for your site's visitors. It should primarily cater to human readers, offering them what they need to know about your products or services. Simultaneously, it should be search engine friendly to ensure proper and accurate site indexing.
Uniqueness is a critical aspect of content creation. Plagiarism is not only unethical but also punishable by law. Major search engines penalize sites that unlawfully acquire content from other sources.
The content should be written in a simple, natural language to maintain the flow of words—reserve highly technical terms for advanced discussions.
Setting the Mood
The reader's mood can significantly influence their perception of a product or service. Therefore, ensure your writing appeals to the emotional side of your customers.