SEO Copywriting: 3 Tips for Success
Know how to copywrite? You do? Great!
Understand the basics of SEO? Awesome!
On their own, each is a powerful way to drive traffic to your website.
But bring them together, and you can create an atomic bomb worth of power for your website.
Just like your left and right hands, you are naturally going to be more dominant at one of them.
Today we want to show you how to dominate both of them equally!
Copywriting is like patting your head. SEO is like rubbing a circular motion on your stomach…
Doing them both at the same time is hard, but with time and practice it becomes second nature.
Here are our top tips for becoming an SEO copywriting superstar in a few simple steps.
Old Tricks in a New World
When people visit your website directly from a Google search, they do one of two things:
They hit the back button at lightning speed…
… Or they stay on your site and soak up your knowledge.
Google is watching their every move!
If they leave as quickly as they arrived, Google thinks:
“This site is useless as heck, better drop their rankings.”
But when people stick around like wasps at a picnic, Google knows that your site is hitting that sweet spot!
Basically, if you can keep people on your website, Google rewards you with higher rankings.
Bounce rate isn’t always a bad thing… but it’s not exactly a great thing either.
And this is where good old-fashioned copywriting techniques play a role in a very modern world.
Commonly coined as the “Bucket Brigade Technique”:
It involves using short sentences ending with colon’s and question marks.
Easy to read. Encourage the reader to continue. Get them asking questions.
How to use this method
Start by reading through the work you have written.
When you find somewhere that people are likely to hit their ‘back’ button… this is where you start.
Your intro is the perfect starting point!
As an example:
You should also try to sprinkle this method in the middle of your content.
Anywhere that you think your readers may start losing interest, throw in a Bucket Brigade.
Here are some of the classics you can use in your content:
- You might be wondering:
- Here’s the thing:
- Here’s the deal:
- But what’s the bottom line?
- Maybe you’re wondering:
- And the best part is:
- This is awesome:
- You won’t believe it, but:
To summarise: Bucket Brigades re-stimulates the reader’s mind and keeps them hooked on your message.
Become a Stalker
Okay. So we’re not telling you to don your finest black ski mask and send threatening letters to people…
… But to spend time stalking the platforms that your readers hang out on most.
Why would I do that? We hear you ask:
Here’s the thing:
If you want to know exactly what types of phrases your readers are searching for…
you need to spy on their online activities.
This helps you optimise your SEO keywords for real-life questions rather than the tool generated ones.
And chances are: the questions they are asking are ones asked by many.
How to find keyword variations
Firstly, write and optimise your content just as you always would.
But before going live, spend a bit of time browsing forums for phrases and words related to your content topic.
Let’s give another example here:
Your main keyword is “Beekeeping Problems.”
Go ahead and type inurl:forum + beekeeping problems:
You’ll notice that Google presents you with plenty of forum threads around that keyword:
The first few threads are going to be pretty generic, so keep scrolling down…
When you find a phrase that is a good match, search it in Google.
If it has a lot of results, you know that adding that phrase to your content is going to be super useful!
Make Use of Modifiers
What exactly are modifiers? Well, in their simplest form:
Additional words added to your title tag are modifiers.
If you want to reach more people performing long-tail searches, modifiers are everything!
A common mistake people make is to think using the primary keyword and keeping it short and sweet is the way to go…
Unfortunately, this just isn’t how it works.
Modifiers provide additional keywords that people are likely to be searching for.
We wrote a post “Google Keyword Planner 2019.”
Short, sweet and simple… and not quite hitting the mark. So, what do we do? We added modifiers of course!
And so it became:
See, by adding in beginner’s guide, we modified the search placement for keywords covering beginners + guide.
Using the modifier “new” helps take advantage of the Keyword Planner tools recent changes.
This gives us more traffic from keywords we hadn’t even thought about optimising for.
How to use title Modifiers for SEO Copywriting
It is really easy to add a modifier to your title.
First of all, find a post published on your website that has a reasonably short title tag.
The shorter the title tag is, the more modifiers can help drive traffic to your content and improve your SEO copywriting efforts.
As an example, the following modifiers are always high-hitters:
- How to
Using a couple of these modifiers can help bring in more search traffic than without them.
Obviously, if you haven’t written a guide, avoid using the guide modifier…
… Unless, of course, your target goal is to have people hit the back button in record speed.
Modifiers should always be relevant to your content. They give you more traffic and your readers more info on what to expect.
There are literally hundreds of ways to marry SEO and copywriting together.
But these three things are the basics to driving hard and heavy traffic to your site!
Each works well on its own…
but when combined, creates a powerhouse of content driven, SEO optimised traffic and visibility.
Try adding these three simple SEO copywriting tips to your daily writing routine:
Once you see your search engine traffic start to increase, you’ll wonder how you ever survived without them.
Check out our post on Copywriting Tips for more word wisdom.