SEO copywriting

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SEO Copywriting For People And Search Engines

Do you want to write a copy that is optimized for search engines and yet appeals to humans?

Are you ready and eager to use SEO copywriting to create highly optimized articles that engage and persuade your target audience and improve your rankings on the web?

It also helps you create copy that drives insane traffic to your website, boosts your visibility, and generates leads and sales.

In this article, we will answer the following questions:

What is SEO? What is Copywriting?

What is SEO Copywriting?

We will also answer:

How do you create content that meets those goals?

How do you create content that ranks well with Google and also persuades people?

Let's get started.

What Is SEO?

SEO is an abbreviation for Search Engine Optimization.

Search engine optimization (SEO) is the process of improving the effectiveness of your website to rank as high as possible in organic search engine results.

With SEO, your content ranks higher than other content on the search engine results page.

It increases the visibility of your products or services when people search for them in search engines like Google, Bing, or YouTube.

Being easily found on search engine result pages boosts your visibility online, and helps you attract prospective and existing customers to your business.

What Is Copywriting?

Copywriting is the art and science of writing persuasive marketing and promotional materials that prompts a reader to take some form of action.

Such an action taken could be to click on a link, subscribe to a list, make a purchase, take a test drive, donate to a cause, or even schedule a consultation.

The result of a great copy is to benefit the end-user, customers, clients, prospects, readers, etc.

The text in these materials is known as copy and includes written promotions, published in print or online. 

Videos or commercial scripts are considered a copy.

So as you can see, a copy could be written or spoken and could be seen almost everywhere.

And speaking of everywhere, you can look in your mailbox, and you’ll find examples of great copywriting. 

The texts you see for the promotions for your local restaurants, catalogs, fundraising letters from charitable organizations, or sales letters for various products and services are all forms of copywriting.

However, copywriting goes far beyond printed materials.

Most online content is also copywriting, including most web pages, the free reports you sign up for, and also the emails you receive after you subscribe to a mailing list.

The different prompts you see on websites are different forms of persuasive copywriting.

Copywriting is not limited to the written text.

For instance, Television commercials, product reviews on YouTube, short “how-to” videos you watch are all examples of spoken copywriting.

Understanding An SEO Copywriter

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A professional SEO copywriter is the one paid to craft the copy for advertisements, promotions, and customer engagement that prompts a user to take action.

A copywriter is a skilled and creative salesman, or marketer who is good at promoting or selling a business, organization, brand, product, or service.

A skilled copywriter uses SEO tools to understand his target audience and chooses the words that appeal to them. 

She makes sure that the headline, words, phrases, sentences, and even the formating of the paragraphs used in the content persuade and cause readers to take a specific action. 

However, an SEO copywriter uses her skill set to create online content that attracts, engages, and prompts people to take the desired action. 

That means that a great SEO copywriter understands how the search engines feel about keywords and phrases, especially long-tail phrases.

An effective agency SEO copywriter creates copy that is useful, interesting, persuasive, and well-optimized for search engines, consistently. 

But:

What is SEO Copywriting?

SEO copywriting is creating valuable, compelling, engaging, and persuasive keyword-optimized content that's designed to appeal to human users and search engine algorithms.

SEO copywriting is writing content that search engines can understand and, people are prompted to read, link to, and share online on social media platforms.

If you write content that only search engines can understand, it sounds mechanical.

On the other hand, if you write content that people love but is not optimized for search engines, it would certainly not be found.

SEO copywriting helps you target your customers and solve their specific problems with well-crafted content and relevant keywords.

Elements Of Great SEO Copywriting

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An optimized copy for search engines and loved by people has visual appeal and timeliness.

But implementing SEO best practices consistently throughout your content will help you rank high on the Google search results page (SERP) and drive insane traffic to your website.

You will learn these proven SEO strategies that will help you rank highly in Google, as well as improve your bottom line.

There are three types of ranking factors that Google considers when determining how to rank your copy.

They are:

  • Technical ranking factors: Are measured on your site. But have more to do with its overall performance as a whole, as opposed to individual pages.

  • On-page ranking factors: These factors revolve around the copy keywords and the quality of the information on your pages.

  • Off-page ranking factors: These are ranking factors that are measured outside your website that Google considers when ranking your website.  

Please note that it is not one single ranking factor that determines how your copy is ranked.

Google considers all your technical, on-page, and off-page elements when determining the ranking of your content.

Technical SEO Ranking Factors

Page speed is a measurement of how fast the content on your page loads.

Page speed describes as page-load-time.

It is the amount of time it takes to display the full content on a specific page.

It can also describe time-to-first-byte.

This is the time it takes for your browser to receive the first byte of information from the webserver.

Google's Page Speed Insights is to evaluate your page speed. 

On the other hand, site speed is the speed at which your site loads as users go through it.

It is measured from the time the page renders to the click-through and finally, users convert in your shopping cart or lead form.

Page speed is a ranking factor in determining your Google’s search engine results.

A website that loads quickly is a core component of technical SEO. That's because nobody likes a website that takes a long time to load.

You can use GTmetrix or Google PageSpeed Insights free tools to measure your site speed.

They also allow easy SEO optimizations.

Google page speed insights

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Usability On Mobile

According to Google, "Mobile-first indexing means Google predominantly uses the mobile version of the content for indexing and ranking.

Historically, the index primarily used the desktop version of a page's content when evaluating the relevance of a page to a user's query".

Mobile-first means that the mobile version will be considered the primary version of your website.

That means that Google predominantly uses the mobile version of a website when it's evaluating a page.

In other words, if your website is not mobile-friendly, your search engine ranking could take a huge hit.

You can use a free mobile usability testing tool such as Google’s Mobile-Friendly Test to confirm that your website is mobile-friendly.

Internal Links For SEO Copywriting

An internal link is any link from one page on your website to another page on your website.

For an internal link, the source domain and target domain are the same.

Google ranking factor internal links

Image source: Moz

Internal links don’t boost your website’s authority because you can add them yourself. 

However, internal links improve user experience and conversions.

They deliver a premium user experience as they move potential customers deeper into your conversion funnel. 

Internal links answer questions that consumers of your content might have by directing them to other pages on your website.

When you anticipate those questions, your target audience remains on your website instead of returning to Google for answers. 

It boosts your brand awareness, builds trust, fosters brand loyalty, and increases sales.

However, an organized and tightly-knit internal linking structure makes it easier for search engines and users to find more valuable content on your website.

A topic cluster popularized by HubSpot is a group of interlinked web pages. 

They’re built around one piece of pillar content targeting a broad topic, linked to several related but more narrowly-focused pages.

This strategy works because it keeps all of your links tightly organized around the same topic.

Now that you've seen the examples of technical SEO ranking factors, let's jump into on-page SEO ranking factors.

On-Page SEO Ranking Factors

SEO copywriting on-page-SEO

On-page SEO (also known as on-site SEO) is optimization done on the copy.

It refers to the practice of optimizing web page elements to improve a website’s search engine rankings.

Besides publishing relevant, high-quality content, on-page SEO includes optimizing your title tags, content, site speed, page URLs, image alt tags, internal linking, and more.

However, on-page SEO copywriting includes making sure your website copy has a high level of expertise and authority.

Why Is On-Page SEO Important?

On-page SEO is important because it makes it easy for search engines to understand and rank your website and its content.

It also helps search engines to understand whether your copy is relevant to a searcher’s query intent.

As Google continues to update its algorithms, is now much better at doing the following:

  • Understands searchers' intent when they type a query.
  • Deliver search results that meet those searchers' intent.
  • By taking into consideration your on-page SEO, and adapting to the latest Google updates, you will be optimizing your website elements for humans and also search engines.
  • Implementing a solid on-page SEO, and adapting to the latest Google updates, improves your search engine rankings.

Let's learn the most important elements of on-page SEO.

E-A-T And SEO

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.

The concept is discussed in great detail in Google’s Search Quality Rater guidelines.

E-A-T is one of the ranking factors that Google uses to evaluate the overall quality of a web page.

With E-A-T, Google puts a premium on high-quality content and rewards websites with high-quality content.  

Demonstrating good E-A-T both on and off your website potentially improves your Google rankings.

This means that E-A-T must be a consideration in your SEO strategy.

Title Tag

Once you know which keywords you want to rank for, it’s important to insert them into specific places on your page, like the title and header tags.

Search engines use these tags to learn what the page is about and index it appropriately.

The title tag is what’s displayed the most prominently in the search results pages (see below).

The title and header tags are HTML tags that exist in the head section of each webpage.

They are where you insert the keywords that you want to rank for. Search engines use them to learn what your page is about and so that it can be indexed appropriately.

The title tag is featured prominently on the search engine results pages.

It is typically used as the clickable link to the website content as well as in the browser window. (see below).

Meta Description

The meta description is a short description of what the page is about.

It is inserted in the HTML code of your web page.

It is often displayed in search results (SERPs) underneath the title of the page. 

However, the meta description is not a major ranking factor. 

But Google will sometimes use it to pull a featured results snippet

Since it gives searchers more information about your page, a good meta description can increase the click rate of your website. 

Having said that:

It’s still important to include the meta description as part of your SEO checklist.

It is equally important that it accurately summarizes the content on your page.

In the image below, you can see the meta description that appears in light gray text.

seo copywriting title tag

SEO Keywords

Optimizing keywords is important for an effective SEO strategy.

Keywords or key phrases that help search engines understand the gist of your content. 

They are also the search terms that people type in a query when they go to a search engine to find what they’re looking for. 

Search engine algorithms have been updated and improved to easily analyze keywords that are used throughout a given piece of content.

Such analysis helps search engines match the user with the content that best addresses their pain points.

Therefore, before you create copy that is optimized for search engines and loved by humans, it’s important to conduct keyword research. 

Doing keyword research helps you understand what your target audience is searching for.

This insight helps you create a copy that directly addresses their pain points.

SEO Copywriting Keywords

SEO copywriting keywords research

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Optimizing keywords is important for an effective SEO strategy.

Keywords or key phrases that help search engines understand the gist of your content. 

They are also the search terms that people type in a query when they go to a search engine to find what they’re looking for. 

Search engine algorithms have been updated and improved to easily analyze keywords that are used throughout a given piece of content.

Such analysis helps search engines match the user with the content that best addresses their pain points.

Therefore, before you create copy that is optimized for search engines and loved by humans, it’s important to conduct keyword research. 

Doing keyword research helps you understand what your target audience is searching for.

This insight helps you create a copy that directly addresses their pain points.

After you've done your keyword research successfully, it's time to start crafting your copy.

Identify the keywords and related phrases that you want to target.

 Insert these keywords so that they flow naturally into your copy. 

Write quality and engaging content for the reader, not the search engine.

Because quality is a priority for Google.

Therefore, focus on creating content that’s engaging, persuasive, and easy for your audience to understand.

SEO Optimized Headlines

A compelling and catchy headline catches the attention of your target audience and gets them to click through to your content. 

Great headlines spark the interest of your readers and stand out on the search engine results pages.

They prompt users to click through and continue reading the rest of your content.

Include your researched keywords in your headlines.

They help search engines, as well as potential site visitors to discover your content.

Search engines put a lot of emphasis on a headline.

So make sure that the keywords used in a headline are relevant to the website copy.  

However, use a combination of power words, common words, uncommon words, and emotional words to draw your audience in.

You can use the Emotional Marketing Value Headline Analyzer tool to analyze your headlines and determine their Emotional Marketing Value (EMV).

Your SEO-friendly headlines must reflect the needs of your target audience.

If you can guess their search intent, write your headlines to draw them to read your copy.

If your headlines can get readers to click and read your content, you can draw insane traffic to your website.

This tactic boosts your search engine optimization efforts.

Optimizing Images For Copy

Images enhance the look of your web pages by providing a better user experience. 

Image optimization is the process of reducing the file size of your images as low as possible without sacrificing quality so that your page load times remain low.

Properly optimized images help you make the most of a valuable SEO asset.

Optimize images for file location and name, alt, and title tags.

And when images are optimized, they achieve the best search results.  

Alt-text: Alternative text also known as "alt attributes," “alt descriptions," are used within an HTML code to explain the appearance and function of an image on a page.

Alt text uses:

  • With alt text, visually impaired web users that use screen readers can read an alt attribute to better understand the image on your website.
  • If your image file does not load, alt text will be displayed in place of an image.
  • Alt text helps search engine crawlers to understand and index an image properly.

However, Image tags show the words that should appear when a user scrolls or hovers over an image. 

In addition, they help your reader understand the context of the image on your copy.

So your image tag should describe the image accurately and contain relevant keywords.

Alt and title tags are embedded within the image source code as follows:

<title=”Red-crested rooster crowing” alt=”Red-crested rooster crowing” <img src="bird.png” />.

Image optimization shouldn’t be an afterthought.

Make sure to incorporate images that support your content and use descriptive titles and alt text.

An Example Of A Good Alt Text

Study and pay attention to this example:

red crested rooster crowing

 

Okay alt text: <img src="bird.png" alt="Rooster">

Better alt text: <img src="bird.png" alt="Rooster crowing">

Best alt text: <img src="bird.png" alt="Red-crested rooster crowing">

Off-Page SEO Ranking Factors

Off-page SEO ranking factors are powerful SEO elements that are done outside the boundaries of your website help your copy rank higher on Google.

All activities done outside of your website that contributes to your ranking high on the Google search results page are considered off-site SEO.  

They include social media marketing, influencer marketing, mentions, guest blogging, and so forth.

Off-page SEO is also called off-site SEO.

This type of search engine optimization helps search engines understand how people outside the Internet read your website’s overall features. 

Many people consider off-page SEO as the same as link building or promotion activities.

Yet off-page SEO isn’t just about links, but about a whole lot more is involved. 

However, optimizing your site for off-page SEO improves your credibility, authority, popularity for humans and search engines. 

The most important off-page SEO ranking factor is the quality and number of backlinks to your website. 

The benefits of off-page SEO tactics include an increase in rankings, increase in PageRank, more visits, more social media mentions, and a boost in visibility.

Off-Page SEO Checklist

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Take a look at the off-page SEO checklist above. As you do, figure out how to best incorporate them into your marketing plan.

Off-Page SEO Checklist

Here are key off-page SEO ranking tactics that would boost your website’s ranking.

Link building

One of the key goals of your off-page SEO strategy should be to build your business' authority.

Getting links from authority websites positions your brand as an authority in your niche and the link is a vote of trust from an authority site.

Google puts a lot of importance on link building as an off-page ranking factor.

And it should be the backbone of your off-page SEO strategy.

However, the proven goal of any off-page SEO strategy is to earn quality links from authority sites. 

In your link-building efforts, quality should always trump quantity. 

It is not easy to get backlinks from authority sites, but with the right approach, it is possible.

Here are the three main types of links:

Types Of Links For Off-Page SEO

Natural Links

A natural link is a link that you get naturally from other website owners without you asking for it. A natural link indicates to search engines that your page has great content that people are willing to feature.  

Your copy must be high quality for other website owners to redirect their readers to your page to read.

Built Links

These are links you get through direct outreach link-building efforts.

You worked hard to earn this link by asking webmasters, publishers, or journalists to link to your website. 

Also, you can ask customers to link to your product, or influencers to share your content.

On the other hand, you could have promoted your content with an ad campaign.

With a built link, you still need to create valuable content for users. Such engaging and persuasive content provides the exposure that helps people discover your business.

Created Links

These are links you create when you post your website link in comments in blogs, web directories, forums, or press releases, etc.

Google considers this off-page SEO strategy a black-hat SEO practice.

Therefore, when building links, focus only on natural or built links.

Building A Backlink Profile

The best link-building strategy is to build your links naturally.

A proven way for achieving this is to create high-quality and valuable copy worthy of links.

If you do, authority websites will link to your copy naturally. 

Guest blogging can be useful so long as you don't overlink your website and make it look spammy.

Also, build your links at a normal, slow but steady pace.

If you go too fast in your link-building strategy, Google will think that you’re doing some black-hat magic.

A huge domain like Wikipedia can skyrocket your Google ranking if you gain an inbound link from them.

Also, inbound links from non-profit (.org), education (.edu), or official (.gov) sites bring some powerful SEO juice with them. 

In a Q&A session, Andrey Lipattsev, a Search Quality Senior Strategist at Google, let it be known that links are one of the most important Google ranking factors. 

Therefore, know your mentions and turn them into backlinks, if possible.

You can try getting backlinks by contacting the webmaster or content editor. 

Social Media For Off-Page SEO

Search engines do not consider social media as a ranking factor.

However, social media marketing can boost the online exposure of your content, brand reputation, and local SEO rankings.

Why 97% of digital consumers have used social media in the past month.

Great brand recognition leads to more branded searches which in turn improves your SEO performance.  

Social media marketing can improve your SEO performance if you actively engage in social media.

Here are three things you need to consider when using social media as an off-page SEO strategy: 

Be responsive – People will talk about your brand no matter what you do or don't do.

They will talk about you when they’re satisfied with your services, when recommending you and when they’re unhappy with your service or product. 

No matter whether the comments are negative or positive respond and engage with your audience. 

Be a friend of influencers – become a friend of influencers, thought leaders, renowned professionals, or just skillful group admins.

If they like you and your brand, they will spread the word about your brand to their multitude of followers. 

Stick with the great influencers in your niche and results will follow.

Off-page SEO social media

Monitor your online reputation – brand mentions are a precious gem to your business.

Consider brand mentions as an important asset of your off-page SEO strategy. 

As you already know, brand mention is a ranking factor in Google’s search algorithms

Using a trustworthy brand monitoring tool helps you see who mentioned your brand across social media channels.

It helps you also learn exactly what they are saying about you.

With this insight, you can get in touch and win them as your customers or future clients.

Social Bookmarking For SEO

Social bookmarking is the process of storing a web page on your browser to read later.

They let your online audience keep track of your content.

Also, social bookmarks let search engine algorithms understand that your content is valuable.

They boost your authority and credibility.

And that improves your ranking on keywords related to your business.

Social bookmarking sites can be one of the best sources of backlinks. 

The most popular ones include:

Social bookmarking is a powerful SEO tool that increases your domain authority.

Influencer Marketing For Off-page SEO

The influencers in your niche can help you raise your brand awareness and promote your products and services more effectively than paid advertising.

Influencers can expose your copy or brand to people within their influence.

This type of marketing can be a boon for your SEO efforts.

Take a look at some of the most significant impacts influencer marketing has on your SEO.

When you work with influencers, you can generate better natural backlinks for your website.

Natural backlinks further improve your SEO and site ranking.

Depending on your relationship with them, influencers can create copy and sponsored content for your site.

When you work with influencers, you add credibility and authority to your content.

You also share your brand message through a trusted source - an influencer.

Influencer Marketing For Off-page SEO

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The influencers in your niche can help you raise your brand awareness and promote your products and services more effectively than paid advertising.

Influencers can expose your copy or brand to people within their influence.

This type of marketing can be a boon for your SEO efforts.

Take a look at some of the most significant impacts influencer marketing has on your SEO.

When you work with influencers, you can generate better natural backlinks for your website.

Natural backlinks further improve your SEO and site ranking.

Depending on your relationship with them, influencers can create copy and sponsored content for your site.

When you work with influencers, you add credibility and authority to your content.

You also share your brand message through a trusted source - an influencer.

Brand Mentions For SEO

As the name implies, brand mentions are online references to a company, brand, or service. 

You may see your brand mentioned in product or service reviews, blog posts, or news articles. 

Brand mentions can directly affect the online reputation of your brand, product, or service.  

Not all brand mentions are positive so use media monitoring tools to identify brand mentions and work to rectify negative mentions.

An important metric to track is brand searches which occur when people google your brand name, domain name, specific names of your products.

The more searches for your brand the better your SEO outcome.

Local Off-Page SEO (GMB & Citations)

Local SEO is an off-page search engine optimization (SEO) strategy that makes it possible for your business to be found in local search results on Google. 

If you have a brick-and-mortar store or serves a geographic area, your brand can benefit from local SEO.

After analyzing trillions of queries, Google's algorithms can understand that people looking for certain types of businesses need results from their immediate area. 

Therefore, Google’s local search algorithm includes a proximity factor for a query or search with local intent.

Google understands local intent even when the searcher doesn’t include the name of a city or "near me” in their search.

For instance, if you're at work and you want pizza delivered for your office party, Googling “pizza delivery” will return pizza locations that are near your office in its local search engine result pages (SERPS).

On the other hand, if you try the same type of search from another location, you’ll get an entirely different set of results. 

Local SEO makes the results possible.

And with the growth of global mobile internet access, local SEO has become hugely important for the success of businesses that offer local products or services.

Implementing a local search strategy is a sure way to increase your conversions.

However, location-based factors like Google My Business, citations, and review signals boost your local SEO efforts.

Google My Business For Local Off-Page SEO

Google My Business for local SEO

Google My Business, GMB account, is a powerful off-page SEO tactic that will help you rank high on Google local search results pages.

A Google report shows that 4 in 5 consumers use search engines to find local information

So if your brand is not implementing an optimized GMB account, your business will not show up at the top of the local GMB results.

That means that Google will display your rivals.

Citations

According to Moz, "a local citation is any online mention of the name, address, and phone number of a local business.

Citations can occur on local business directories, websites and apps, and social platforms.

Citations help Internet users to discover local businesses and can also impact local search engine rankings.

Specifically, having the right basic citations can help you rank accurately on Google Maps.

Local businesses can actively manage many citations to ensure data accuracy".

Customer Reviews

An off-page SEO that is often ignored by many brands, especially new ones is customer reviews.

Customer reviews are important because just a few sentences in a review can have more influence on your audience than your entire website. 

When customers leave you with a review, Google views it as new content to be crawled.

And positive reviews often result in higher rankings for your target keywords because of the keywords density in reviews.

It also results in an increased clickthrough rate (CTR) due to a better user intent match.

Positive customer reviews help your brand appear more credible and more likely to get to the top of search results. 

Getting to the top of search results improves your bottom line.

Without good reviews, your brand will struggle to attract new customers, and Google will reward your competition that has great reviews.

84% of consumers trust online reviews as much as personal recommendations.

SEO Copywriting Tools And Resources To Help You Succeed

social media management tools

The right SEO copywriting tools can help you create a persuasive copy that is grammatically correct, engages, and persuades your target audience, and is optimized for search engines.

Great copywriting tools help you to plan, draft and deliver your copy more effectively. 

These tools save you time, enhance your content and help you scale your SEO copywriting.

Here are some SEO copywriting tools that will help you craft copy that is loved by people and optimized for search engines: 

The Hemingway Editor: helps you edit your copy so that your words are clear and powerful. 

It examines your copy and lets you know when you’ve written long or difficult sentences.

It recommends simpler alternatives to phrases, lets you know how many times you use passive voice, and how many adverbs you've used.

The Hemingway Editor looks at your copy, words, and sentences pointing out areas you can change to make your writing better.

The App has a free online version, but it also has a $19.99 paid version. And the desktop version of Hemingway Editor costs $19.99.

Slick Write:  provides a good reader experience through your SEO copywriting. 

It is a powerful, application that makes it easy to check your writing for grammar errors, and potential stylistic mistakes. 

This tool can help you with your writing style and make sure that all your posts are engaging. 

If you're a blogger, novelist, SEO professional, or freelance writer, Slick Write can help you polish your writing.

It is a free app.

Unsuck-it: This is a free web app that simplifies business lingo.

you can use to make your words, sentences, and paragraphs flow smoothly. You can replace jargon with fun words in five seconds.

EMV Headline Analyzer: The EMV or Emotional Marketing Value Headline Analyzer is a Free Tool from the Advanced Marketing Institute, which helps you to create catchy headlines that appeal to your readers’ emotions! 

Use it to analyze the headlines of your blog, social media, and download titles.

Semrush Keyword Magic Tool is used to narrow down your keyword research and finding the best keywords to target with your copy.

It also provides all the keywords you need to build your most profitable SEO or PPC campaign

Topic Research is used to analyze your rivals' content and give you ideas to write winning content.

Google’s 200 Ranking Factors: The Complete List by Brian Dean – this one is self-explanatory.

Writtent: For a list of other resources and tools that are used by professional SEO copywriters.

Check out this compilation.

Some of our copywriting services are:

Final Thoughts

By following these SEO copywriting strategies you will generate more traffic,

You will also boost your brand's visibility, and create loyal fans with your copy. 

Our team of SEO copywriting experts is ready and eager to help you with SEO Copywriting for your website.

Not only that, but we offer other services including remarketing, PPC, social media marketing, and more. We can’t wait to hear from you!

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