If you have a business website, you’re probably aware of the importance of achieving and maintaining good search rankings.
When potential customers set out in search of products or services, the first few results are prime real estate. On average, 25% of people click the very first search engine result, and results that appear on page 2 account for just 6% of all clicks. To outperform your competitors and claim those top spots, you’ll need to understand what search engines like Google, Bing, and Yahoo prioritize when determining rankings.
SEO stands for Search Engine Optimization. It is a set of practices and techniques aimed at improving a website’s visibility on search engines. The primary goal of SEO is to increase the quantity and quality of organic (non-paid) traffic to a website through search engine results.
In general, search engines favor websites that are the most relevant to the user’s search terms (think informative content that consistently drives traffic through other pages of your site too), but it’s a bit more complicated than that. In order to provide the best user experience, search engines also prioritize sites that:
While these criteria are in the hands of your website’s designer and developer, the relevancy and value are up to content creators!
Strategic SEO copywriting is your most powerful tool for navigating internet travelers toward your business website and turning them into customers.
Keywords are specific words or phrases that people use when performing a search on a search engine. Keywords play a crucial role in helping search engine algorithms determine 1) what a website is about, and 2) how relevant it is to a user’s query. By matching the keywords of a search term to the keywords that appear throughout a website, search engines can give users better-quality results.
There are two main types of keywords:
Short-tail keywords are brief and generic terms, usually one to three words long. Because they are less specific, they are typically searched for more often, but high search volume may make rankings more competitive.
Example: Running shoes
Long-tail keywords, on the other hand, are more specific phrases often written in natural-language format. Long-tail keywords can often provide insight into a user’s intent. While they have lower search volumes, they can be more targeted and result in higher conversion rates.
Example: The best shoes for running on the beach
The most valuable keywords for your business will be ones that are frequently searched by potential customers but aren’t overused by your competitors. Utilizing long-tail keywords can help you strike that balance.
Successful copywriting isn’t just about capturing clicks — it’s about understanding your audience’s needs and making connections. Create content that real people will find authentically helpful, and you’ll be on your way to increasing conversions.
We’ll say it again for the people in the back: Create authentic content for real people.
Inform them. Make them feel emotions. Keep their attention so they stay on page. And keep Google top of mind while you do it.
Once you have determined a list of high-volume, low-competition keywords, use them! Search engines look for keywords in your website text, blog post headings, meta descriptions, and even alt tags — but be purposeful with your writing.
Integrating keywords into your website in a natural-feeling way is critical to ensure that your users have a good experience (and user experience is an important determiner of search rankings). While you want your keywords to be well-represented, don’t fall into the trap of keyword stuffing. Search engines like Google may see excessive, repeated keywords as an attempt to manipulate their algorithm, and your ranking can be penalized.
Search engines like Google pay particular attention to the keywords that appear in section headings or in anchor text (the words that you choose for the clickable part of a hyperlink).
Using the right keywords in these areas is helpful for search engines and your readers, but it must be done without being too heavy-handed on exact match keywords. Google could penalize for keyword stuffing for too much. Keywords help site visitors skim your content and follow links to find what they’re looking for. They also help search engines determine how relevant particular pages are to search queries. Instead of using generic anchor text (for example, “click here”) or nondescript headings, use these opportunities to up your SEO.
If you’re new to SEO copywriting, don’t lose sight of the fact that you’re creating content for people, not machines.
High-authority websites have copy that is well-written, sharply edited, informative, and up-to-date. Authority takes time to build as users visit and interact with features of your site, but it all starts by establishing yourself as a trusted resource. Cite your sources where relevant, and link out to other established, high-authority websites.
Backlinking, or having other high-quality websites link to your site, is a great way to improve your search engine rankings. Some ways to achieve this are:
You can see that all of these things will rely on the quality of your copy and other content to build the relationships that generate backlinks. No one wants to feature or collaborate with another business who isn’t polished, high-authority, and genuinely useful. Getting quality backlinks can take some initial effort, but as your SEO improves, so will your authority and visibility.
We’ve discussed how good copywriting can improve your SEO, but to what end? Polish your web content, and your business will reap the benefits.
The most obvious benefit of better search rankings is increased website traffic. Appearing on the first page of search engine results means that your business is a lot more visible to users — use your keywords strategically, and you’ll be a lot more visible to the kind of visitor who is likely to become a customer.
Keywords may make visitors click, but engaging copy makes them stay
Your bounce rate refers to the percentage of visitors who leave your website after only viewing one page. In order to encourage your audience to linger, learn more, or shop around, you have to provide content that engages them and answers their questions. The amount of time visitors spend navigating your site is a strong predictor of whether or not they ultimately subscribe to your content or make a purchase.
Sometimes, you have to play the long game. Creating content that functions as a desirable resource is a great way to stay top-of-mind, even for people who aren’t ready to become customers.
Informative blog posts and FAQ sections aren’t just great opportunities to work in long-tail keywords, they also establish your brand as a trusted source of information within your product category. Lay the groundwork now with good copywriting, and you’ll be there for your audience when they need you.
