SEO COPYWRITING: What is it?
SEO Copywriting defines the activity of writing for people and for search engines and in particular the technique of writing texts that meet the needs of online users, that provide value, and are able to give answers to the specific queries entered on search engines.
1. Interesting contents: CTR, bounce rate, time on page
Through the free tools of Google Analytics and Search Console, we can analyze and understand what happens on our website.
Google uses this data to assign a ” quality score ” to our pages, a very important factor in understanding how users interact with our content and which allows us to assess whether what we write is interesting for those who read us.
Engaging your readers means knowing how to keep them glued to the page long enough for Google to understand that your content is really interesting. The main values to consider are listed below:
2. How long should content be from an SEO Copywriting perspective?
Several types of research have shown that longer and more informative articles generally perform better than shorter ones. Based on research carried out by Medium, the ideal length of an article is 7 minutes to read. This means it should be between 1,400 and 2,000 words, as the average user reads 200-250 words per minute.
There are also many other factors that can influence the reading time, such as the presence of images, videos, graphs, and tables.
Back in 1997, Jakob Nielsen published the famous article entitled How Users Read on the Web, in which he highlighted how only 16% of users read a web page word for word, while 79% “scan” only the most significant. This is why a good SEO Copywriter must write SEO-friendly texts and give a lot of importance to the formatting of the content, taking care of it in the smallest details, as we will see below.
3. How to find the right keywords?
Have you already found your focus keyword? Find out what people are looking for around the topic you have chosen and work on connections with that topic in the most natural way possible and without forcing. Once you have identified the right keyword, you must analyze all the related topics to build your content in a fluid and original way.
4. Use synonyms and antonyms
The use of synonyms and antonyms can be beneficial in optimizing a web page. Good writing cannot ignore the spontaneous use of synonyms to create SEO-oriented text, fluid and pleasant to read, which does not necessarily repeat the same keywords over and over again.
6. Headings: that is the tags h1, h2, h3, up to h6
It is important to report to Google the different paragraphs and the organization of the text using the H Tags ranging from the H1 Tag to the H6 Tag.
These particular tags show search engines and users the importance that certain portions of text represent for you who are writing them.
The H1 tag has a decisive weight in the work of copywriters, it is the main title, the one that allows you to attract the reader’s attention and Google will take it into high consideration by reading the keywords contained within it, especially if they are also placed in other parts of the text.
Always remember that there can only be one h1 tag on a page. Otherwise, the search engine risks getting confused at our disadvantage. moreover, it must be placed at the top of the page, precisely because this is where the engine expects to find the focus keyword.
The subsequent H2 / H3 / H4 / H5 / H6 headers are instead necessary for the organization of the page and help the spiders to identify which are the related topics.
7. Tag Strong and Tag Em:
Within a web text, it is possible to use different possibilities of formatting the text using tags such as bold “Strong” and italics “Em”.
Both of these tags are important because they tell the search engine that those keywords deserve special attention.
In addition, bold and italics can make it easier for users to read by making your content more SEO friendly. Use them wisely, also highlighting semantically related words.
8. Make good use of the title and description META tags:
Enter your keywords in the <title> and <description> tags.
The title and description are used by Google to show your results in the SERP and are one of the main responsible for the CTR of your content.
It is correct to insert the keyword in both, but if you can combine this with the writing of effective and original headlines, you will benefit from it in terms of SEO and you will have more chances of capturing visits, even if you do not rank in the top positions.
9. External links
External links are useful for SEO. Consequently, when it comes to SEO copywriting they are also very important.
The pages with outbound links have a higher Google ranking, but the content must point to relevant pages, making sure that the sites to which our page links are of high quality and are not penalized, otherwise the page will be penalized in its own right. time.
Google takes certain sites as a priority source of information. It happens both for vertical portals and for generalist sites and above all, there is the largest encyclopedia in the world, Wikipedia. For example, if in this content we link the keyword write for us. we are communicating the subject matter to Google, citing a recognized and authoritative site.
10. Internal links
Internal links are an important factor in SEO Copywriting. Better still if the links contain the keywords for which you want to position yourself and if you insert the title attribute in the link in which the keyword can be inserted.
Internal links help with good navigation and also tend to improve the rank of content. Cross-linking between your pages will ensure that PageRank is shared among the articles on your website and can revive old posts that would otherwise never be read.
Links must be part of a sentence because isolated links are frowned upon by Google: the larger the block of text they belong to, the greater the value attributed by search engines and therefore the more effective your business is. SEO Copywriting.
11. Visual techniques to improve the readability of the text:
A good SEO copywriter must respect the timing and extension of paragraphs and be able to make reading more fluent and enjoyable.
Read More: Impact of SEO Vs. Instagram Marketing
12. Use original photos and infographics
Posting images and multimedia content such as video and audio can increase the time. Player stays on your site improving the quality score and giving immediate answers to user questions.
Furthermore, images play a very important role in SEO Copywriting, especially if they are curated and original. Also remember to correctly exploit the ALT attribute the tag that explains. The content of the image is inserted to search engines.
13. Insert videos and podcasts into your content
Well-written content is a winner, but video content can be even more powerful. 90% of the information transmitted to the human brain is visual. This explains why pages containing videos have an increase in conversions of around 86% and the fact that videos are able to affect the ranking of the whole site.
According to Cisco’s Visual Networking Index, by 2021 more than 80% of IP network traffic will be in video form. This is also demonstrated by the fact that Google itself acquired YouTube, showing interest in the video as a content element and showing it on search results pages.
14. Rename the files correctly
For proper indexing of the entire content, it is very important to rename images and attached documents in the correct way. Nobody would like to download an image or document called pkhtyutlemn-30% .jpg. Use relevant names and possibly insert useful keywords, from an SEO perspective.
15. Facilitate sharing of your content
Once you have built an SEO-friendly text, respecting the main SEO copywriting rules, also makes it easily shareable. Include all social buttons at the beginning or rather at the end of your article. The ranking of contents tends to increase when they are shared and therefore appreciated by users. Don’t underestimate the power of word of mouth on social media.
