SEO writing constitutes planning, developing, and optimizing content with the primary purpose of ranking in search engines. SEO is a technique used by copywriters and marketers to improve their site's organic visibility and search engine ranking.
The SEO industry is worth multi-billion dollars and is consistently growing. There is no better time than now to take advantage of it. Using analytics and good writing skills you can make your content reach a wide audience and improve your conversion rates.
Wondering how you can use it to your benefit? We have the steps to guide you in the right direction.
Begin with your goals
Knowing what you want to achieve is the cornerstone of any SEO content strategy. It’s important to set goals that are SMART and to make sure that all the stakeholders including the marketing and content department are working towards the same performance indicators (KPIs).
Commonly used metrics to measure your performance are conversion rate, SERP position, click-through rate, organic website traffic, domain authority, and backlinks. SEO copywriters should be given the necessary data so that they can improve on different aspects.
Work on your SERP position
Searchers aren't presented with every piece of content in the same way on the search engine. Featured snippets are the pieces of texts that appear on the search engine at the top, answering the searcher’s query. Not every webpage makes it to the top in search engines.
If you want to set yourself apart from the competition, figure out how your content will appear on the search engine result page and then optimize for that format. Consider the variables that go into determining a rating.
The search engine’s preferences should be considered in conjunction with your company's commercial goals. Google’s main algorithm is Rankbrain which aids in the processing of web pages and determining where they should appear in SERPs. Thus, taking into consideration Google’s ranking factors like content quality and depth, user experience, page speed, backlinks, direct traffic, schema, and much more. There are about 200 such factors.
Focus on Keywords
SEO keeps evolving. In the early days of the internet, keyword density was the determining factor of SERP. The content was ranked and presented to users depending on how many times the same keywords are repeated.
However, Google's algorithms have improved in the previous five years, and they now recognize that unnecessarily spamming keywords are ineffective for users. As a result, copywriters have had to change their strategy: Write for the reader, not for a set of keywords.
This means that the page’s content should be focused on a particular keyword. Writers should cover every facet and angle of the subject and its subtopics.
Consider what questions a reader could have after reading your article. Make sure to answer all these questions right at the start of your text. The goal is to be the single finest resource for a topic. It's not necessary to use keywords in just about every sentence. The keywords should effortlessly flow in the content.
Some SEO tips you should keep in mind:
Focus on what your reader wants. Write for your intended audience, not for yourself. Resemble your audience's vocabulary and tone.
Include keywords in places where they'll be most effective, such as meta description, alt texts, page titles, and anchor text.
Keep your paragraphs short and concise.
Offer enough spacing for readers to scan the content quickly.
For external links, use only reliable, relevant websites with high Domain Authority scores.
Internal links should only be made where they are useful, do not link each post or create an irrelevant call to action (CTA).
Include as much information as you can to back up your views.
Include appropriate pictures in your content.
Consider search queries to be the titles of articles.
Don’t focus on word count. Write to cover the topic thoroughly.
Keep in mind the featured snippets when writing.
Promote Your Content in a Strategic Way
Your work doesn’t end once you have finished writing. If you don't promote your content, it won't rank in search engines. This is especially important if your site is very new or lacks authority.
So, if you want your content to rank in the Google SERP, it is important to have a good promotional strategy. No matter how big or small your audience is, use every channel including email subscribers, LinkedIn, Facebook, and other social media platforms to promote your work.