Terrific Tips and Tricks for SEO Copywriting
You and search engines have one thing in common: you both want to satisfy people.
One reason you started a web page for your business is to give your customers some satisfaction. Search engines also crawl web spaces to detect quality content that fulfills users’ needs.
So how does this shared goal affect the content you produce?
Here’s the secret — you don’t always need to pay Google to display your copies on search results. Simply follow the Search Engine Optimization guidelines (they are simply guidelines for excellent content) and Google will lead users to your work for free!
When you go from just writing to SEO copywriting, your content will:
- Reach your target audience
- Cater to the needs of that audience
- Succeed in content marketing
- Earn the trust of readers
- Boost organic traffic on your site
SEO Copywriting achieves these results by maximizing three elements: headings, content, and keywords. And that’s what distinguishes it from an ordinary article.
Today, we will reveal two tips on how you can also employ these elements to create a masterpiece.
Tip #1: Write Clickable, Compelling, Shareable Content
Your readers want great content, and Google knows this.
That’s why in 2011, Google released Panda. This is an algorithm update designed to curb sites with poor content from topping Google search engine rankings.
So making a copy clickable, compelling, and shareable means giving it appeal and depth to fit Google’s current model for rich content.
Here’s the Trick
- To make your work clickable, focus on its heading
- For compellability, focus on your content
- For shareable work, learn Google EAT
How Your Headings Can Draw Clicks
Imagine you searched, “what to wear for a ball in 2021.” You likely will prefer an article with the heading “5 Never-Before-Heard Ideas for Ball Dresses in 2021.” over one with “A Cinderella Story.” Why?
Let’s call the first heading A, and the latter, B
First, heading A has wielded the psychology of numbers to its upper hand.
Neuroscientist Stanislas Dehaene, conducted a study wherein he proved that a part of the human brain cares about numbers.
So by adding a number to your heading, you draw attention.
Numbers also give specifics. This is good because viewers want to know at a glance, how much/how many. How much did you lose from buying fake T-Shirts? How many ball dress suggestions are you giving them?
It helps them calculate the time they will spend reading your content.
While employing these numbers for your SEO copywriting, write them in figures. It was discovered in How People Read Online: The Eyetracking Evidence (2nd Edition), that numbers up to 1 billion are easier for the human brain to read in figures than words.
Another reason you’d pick Heading A over B is that it’s captivating and direct. While creativity is key in SEO copywriting, also be as straightforward as possible. If your heading doesn’t sound like its content carries answers, it gets little to no clicks in an organic search.
Heading A also employed a keyword on the topic (ball dress). This gives further certitude that its content will suit the user’s search intent.
Always go into keyword research and insert at least one of them into your heading.
How Your Content Can Propel Compellability
Now that your copywriting is clickable, make it compelling. To achieve that, follow these guidelines:
1. Create a gripping introduction: You want your blog marketing to work. You want people to open your product page after reading your SEO copywriting, so you have to hold their attention from the beginning. Make them eager to read more.
Below is an introduction we wrote for a client article:
SEO introductions appeal to people through elements like storytelling, answering target questions, giving interesting and detailed information, or addressing a pain.
2. Transition: Transition words and phrases like “therefore,” “stay with me,” and “also” have an undeniable impact on SEO copywriting. They link sentences/ideas, and keep the flow of the entire article.
3. Harness the Power of Images: Case studies (3) prove that humans pay more attention to content that involves images.
Images and other visuals are vital to:
- Keeping viewers engaged
- Making reading easy and skimmable
- Showing your theory
How Google EAT Makes Your Work Shareable
Google prioritizes an SEO copywriter that meets EAT standard — expertise, authoritativeness, and trustworthiness.
Google EAT serves as a guideline to algorithms, helping them determine if the author of a content is an expert and trusted authority on its focus topic(s).
So what happens if you haven’t bagged expertise either through education or experience? Or you’re an expert, but your in-house writers aren’t? Relax, you can still meet the EAT standard.
What the algorithms just want is an article which is so profound that it earns the trust of readers.
How do you achieve this? By making your work deep; avoid thin content. That is, content packed with generic information.
Tell your readers something new, back it up with authorities where necessary. For example, don’t say “Fat women eat chocolates.”
Rather, say “According to Statista, 75% of women in the Middle East love chocolates.”
Secondly, write with authoritativeness to assure consumers that you are sure of what you’re saying. Don’t say “Maybe this will work.”
Rather, say “Case studies have shown that this works.”
If you can tick these Google EAT boxes, your content then becomes shareable. Because people share what they enjoyed, trust, and/or what others can learn from.
So as an SEO copywriter, focus on feeding your readers and you will automatically excel in content marketing.
Tip #2: Write a Meta Description that is SEO Friendly
A meta description is a brief statement after the title tag and URL that tells the user what to expect from your content.
Here’s the Trick
If in your meta description, you include target keywords and an assurance that your content will answer target queries, it becomes SEO friendly.
How to Optimize Meta Description for Your SEO Copy
If your headline wasn’t enough to get a click, your meta description is a second chance, so put your best foot forward. Start on a high note, make it short (not over 155 words), and straight to the point.
You have a target query; the work of your description is simply to promise that its content will answer that query.
The following images show clear and concise meta descriptions:
A meta description is not an opportunity for storytelling or marketing. It’s not the time to save your catch for the 120th word either.
The reader might not reach that far before scrolling away, nor does Google always wait that long before putting the rest of your text in ellipses:
Avoid mundane and lazy words/phrases such as “this article” “some.” Rather, employ power words to command attention:
And with these strategies, your meta description would be a stellar move.