Chances are, you’ve heard the phrase “content is king” in relationship to digital marketing and search engine optimization (SEO). But what exactly does this mean? In the digital world, creating content is the primary way to get your landing pages showing up for relevant keyword searches in Google. And one of the core pillars of creating content that ranks is SEO copywriting.
After all, without words, how can your brand communicate with your target audience? Copywriting for SEO purposes is an exceptional way to attract users, boost your online visibility within search engines, while making your brand’s voice heard.
Here’s an introductory guide to the importance of SEO copywriting and how to use keywords and software tools to give your web page copy more SEO power.
In order to understand more about copywriting for SEO, it is important to understand exactly how SEO works, and how search engines present and choose their information.
Search engines are run by algorithms, with the goal of providing the most useful and relevant content to users. Above anything else, Google wants to show users high-quality content from trusted, authoritative websites. Their search engine algorithms work to understand how websites present their information and match it to user’s search intent. They do this through natural language processing and machine learning.
Keywords are the bridge that brings consumers to a website and a website in front of consumer’s eyes. When a user searches on Google, they type keywords into the search bar; anything from, “seo copywriting” to “best restaurants near me” can be considered a keyword phrase.
Making sure the keyword phrases that you want to rank for are in your web copy will make it easier for the search engine bots to understand what the web pages are about and add them to their index. So when a user then searches the same keywords that you have on your web page, Google will promote your website within the search engine result pages (SERPs).
So the definition of SEO copywriting is as follows:
With the sheer number of websites on the Internet, how does Google know which websites to promote? Google chooses to display its websites in its search results based on many factors including the quality of the content, site authority of the website, and the page experience.
But content creation is more than just placing a keyword on a page and hoping Google sees it. Instead, Google measures authority and relevance by analyzing the content on each of your websites based on several additional factors such as readability, user experience, where you incorporate your keywords, which keywords you use, and how many times you use the keywords in your content.
Taking the time to create optimized, SEO web copy has so many benefits to your long-term digital strategy. Just a few include:
With these benefits in mind, why wouldn’t you want to invest in creating valuable content with an SEO copywriter?
Simply put, keyword rankings refer to all of the different keywords where your web pages show up in the search engine results pages. If your business only has a few landing pages or sells one core product, you will naturally have less keyword rankings. But if your company has expertise in multiple areas, the more content you create, the more keyword rankings you can earn.
With a good content strategy and a great SEO copywriting team, every relevant keyword presents a new opportunity for your web pages to rank in Google and reach your target audience.
You also want to keep your users in mind when creating your content. Think of it this way: There is likely more than one way to explain your products, services, and business as a whole, so you need to create web pages that include all of those various keywords associated with your industry or brand.
By creating high-quality content that can be read by both the search engine bots and prospective consumers, your business can thrive online.
Known as on-page SEO, optimizing your webpage elements will require doing more than just adding your exact match keyword phrase into your first paragraph. To achieve the top result in the Google SERPs, you need to optimize all of the visible and invisible content on your web pages.
URLs tend to be automatically populated by your website server, but for the best user experience, you need to include the right keywords that describe what the page is all about.
The URL is usually the first thing people see before going to a new web page. Putting your target keyword in it not only will give context to users but the search engine as well. The URL path of the web page will also appear at the top of the SERP result.
URLs are the first thing the search engine crawls and reads, so you’ll want to use this valuable real estate to showcase your main keyword.
The page title (or title tag) + is an HTML tag that allows you to give a web page a specific title. This title tag is also what shows up on the frontend for users in Google.
The goal of the title tag is to give a concise summary of a page’s content, making it important to use your main keyword within the title.
Meta descriptions provide a brief summary of the content on the web page. Their goal is to entice consumers to click through to the page while giving enough information to decrease the page’s bounce rate. They appear below the Page Title in SERP results.
The idea is that a meta description will provide a clear and condensed summary of the page, so the user knows what to expect when clicking.
Breaking up content into easily digestible paragraphs is the best way to encourage readers to consume your content. Plus, dividing up content allows for increased search engine readability, and the easiest way to do this is to divide your content into H1, H2, and H3 tags.
The higher the number of the header tag, the smaller the text will be. It’s always a good idea to use your focus keyword or phrase in the H1, then supplement the additional headers with secondary keywords.
At LinkGraph, we are proud to offer multiple SEO tools with the ultimate goal of boosting your digital marketing strategy. One of these tools is our SEO Content Assistant, which removes all the hard work and hassle for SEO copywriters.
From comprehensive keyword data to Focus Terms lists, the SEO Content Assistant helps guides writers through the SEO copywriting process.
With our simple tool, you are able to elevate the performance of any piece of content, whether it is already written or you are starting from scratch. Either login to your SearchAtlas dashboard, or create a SearchAtlas account.
Best of all, our tool allows you to optimize amazing content in all forms. That includes blog posts, homepage website copy, or off-site articles for your link building campaigns. Our primary goal with this tool is to help you get more SEO power into your web copy.
When using the SEO Content Assistant, everything will be in one place for you. It can help anyone from beginners to the most experienced SEO copywriters.
This tool allows you to optimize each piece of content for up to five separate keywords. This not only creates a better chance of you increasing your rankings, but diversifies your content as a whole.
Our software will suggest powerful Focus Terms for you to include. It will also confirm whether the on-page elements and keyword frequency that you need for each piece. By improving your content score, you will improve your ranking potential.
Choosing which keywords you need to use in your content writing is arguably the hardest part of your SEO strategy. For more insights into keyword research, read our detailed keyword guide.
However once you have chosen your keyword targets, simply input them into the keywords portion of the tool.
Once you’ve inputted your keywords, the tool will provide you essential keyword metrics like search volume, keyword difficulty scores, and the cost-per-clicks of the keywords.
After you’ve entered your keywords, our software will provide a list of Focus Terms for you to include into the content. Those Focus Terms that come from higher competition websites with higher domain ratings will appear on the focus terms list more often.
These focus terms can be anything related to your topic, from head terms which are shorter keywords, to LSI keywords and long-tail keywords. Depending on how many target keywords you have, the number of focus terms may vary.
By adding Focus Terms into your content, you will improve your overall content score (or the ranking potential of your content). Watch the below video to learn more about how to optimize an existing piece of content for better rankings in Google using the SEO Content Assistant.
Your end goal is to use the Focus Terms to improve your content score. The higher the score, the more in-depth and relevant your content will be. That means you can rank for more keywords and in higher positions.
Generally speaking, a content score over 80 can truly boost your content rank within the SERPs exponentially.
Using this tool can bring so many advantages to SEO copywriters. Here are some of the reasons why SEO copywriters should invest in content optimization software like the SEO Content Assistant.
To learn more about this amazing tool for SEO copywriters, read our detailed guide on the SEO Content Assistant.
Our software tools can help you boost the readability, quality, and relevance of your content. If you need help with your SEO copywriting, our editorial team can create the best content possible. Contact us today for more information. We can provide a demo of how the SEO Content Assistant and our other SEO tools will work to amplify your brand’s visibility online.
“They are dedicated to our success and are a thoughtful sounding board when we run ideas by them - sometimes on ideas and projects that are tangential to our main SEO project with them. Also, I love that they allow for shorter-term contracts compared to the usual 1-year contract with other SEO companies. Lastly, they deliver on their promises.”
Enter your website URL and we’ll give you a personalized step-by-step action plan showing what exactly you need to do to get more traffic.
Link your Google Search Console account and get smarter SEO insights in 1 easy click